OpenView, Identity system

  • OpenView
    Identity system, collateral, interior signage
  • OpenView is a Boston-based venture capital firm that exclusively invests in and helps grow expansion-stage software companies to their full potential. Natasha Jen and her team developed a new brand strategy and identity for OpenView that reflects their unique hands-on approach.

    To create a bold and confident identity in line with OpenView’s productive approach, Jen and her team developed a fresh take on stenciling by designing a custom stencil typeface called OpenView Stencil. Built of simple geometric forms, the stencil font is literally open, illustrating the name of the company while also suggesting the agile, honest and constructive brand attributes. The logotype is accompanied by a secondary logo, an abbreviated version of the full wordmark that functions as a monogram with “OV.”

    The primary brand color is deep blue, accented by a palette of bright, optimistic secondary colors. The clean geometry and openness of the typography has been expanded into a system of custom icons that depict characteristics of the company and stages of the VC process, as well as universal icons used in office signage.

    The branding extends to a full program of environmental graphics for the OpenView offices in Boston. Staff and visitors are greeted by the “OV” logo rendered in bright blue neon. Signs set in OpenView Stencil and custom icons seamlessly integrate the identity throughout the interiors, helping the headquarters to visually exemplify the company’s mission.