Fly Ventures Rebrand

Fly Ventures is a zero-to-seed venture capital company backing technical founders all over Europe. Associate worked closely with partners Gabriel Matuschka and Steven Tran to overhaul their existing brand and create a compelling new visual identity to propel Fly through its next phase of growth and directly embody the technical language of the founders it supports.

At its core, the new design language is built around the idea of forward momentum and taking flight. Precision and aerodynamic forms make up the logomark which resolves into a forward arrow—a nod to deep tech symbolizing progress—that is extracted as a dynamic graphic device across the design system.

Building on the theme of flight, Associate created a set of dimensional patterns using the graphic arrow device, whose form and movement are affected by the four laws of flying aerodynamics: lift, drag, thrust, and weight. 

Alongside the custom logomark and dimensional patterns, we pair two new brand typefaces, Labil Grotesk from Kometa and GT Alpina from Grilli Type. Labil Grotesk provides balanced letterforms of a sans-serif with the juxtaposition of text affected by the laws of gravity, tying back to the theme of flight. GT Alpina brings a delightful playfulness to the mix and is used across the system for messaging highlights. The color palette utilizes a suite of deep blues referencing the vastness of the night sky and a bright cyan highlight visualizing speed and movement.

The new design system components are activated across a suite of applications, communication materials, website, and branded merch, showing a range of expressions, from direct and functional to layered and expressive.

Website development by Estd.