First Round, Identity System

  • First Round
    Identity System
  • First Round Capital is a leading venture capital firm that has backed more than 150 companies, including category innovators such as Square, Uber, Fab, Warby Parker, Hotel Tonight, Refinery29 and One Kings Lane. First Round does exactly what its name says, providing seed-stage funding for the first 18 months of a startup, the most critical period for a new business. At the same time, the firm builds a sense of camaraderie among the companies it supports, looking at them as a community rather than a portfolio. Natasha Jen and her team have designed a new identity for First Round that conveys the firm's unique point of view. The logo eschews typical VC imagery like financial symbols and growing trees for something more modern and elemental: A simple line derived from the number ''1,'' inspired by the company's name. The line suggests the diagram of a floor plan, with one side left open to convey a sense of possibility. The shape of the line also creates a profile, hinting at the personal, one-to-one connections valued by the First Round. The logo is balanced by the company's name, set in the sans serif font Gibson.