Redesigning the RVC brandmark

Guest post by Yuta Okkotsu, Principal at Okkotsu Design

In 2012, when Peter Adams and Nicole Gravagna took over RVC, they envisioned a modernized version of the historic Denver angel investor club. Along with the addition of classes, closed-door investor meetings, and entrepreneur support meetings, the duo decided that they needed to update the branding and the logo for Rockies Venture Club to reflect the big changes.

Brandmarks (logos) are visual representations of organizations, from small individually-run websites to large international corporations alike. The essence of the brand is represented by the emotional, conscious, and subconscious connections that one makes with the brandmark. If these connections are positive, it can lead to long-term brand loyalty.

 

 

When I was asked to redesign the RVC brandmark, I considered several important parameters.

They were:

  1. to introduce a new take on the Rockies Venture Club brand using similar colors and themes
  2. to make it easily recognizable
  3. to best represent the younger generation of startup/biotech/small businesses in the state of Colorado
  4. and to preserve the familiarity that previous clients of the 28-year old organization has had.

 

What resulted was the new RVC brandmark in use today:

 

At the same time, I designed was the greyscale version that is less commonly seen:

 

I enjoy studying corporate brand marks and incorporating the ideas I get from them into design work. There’s deliberation in color choice, shapes, negative space within the shapes, font, and the context in which it is presented. When properly designed and used, these qualities will help distinguish the brand from others to reach a broad audience.

While the redesign in the brandmark was an important factor for the revitalization of the Rockies Venture Club in the past year, logos by themselves do not and cannot define a brand. Logos, after all, serve to communicate the brand quickly and effectively. Real change, as seen by Rockies Venture Club’s transformation, happens internally, and the new brandmark is a reflection of that change.

 

 

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