From Google Ventures to GV

New Visual Identity & Website




Because of the Alphabet reorganization Google Ventures was no longer a part of Google and needed a new name, visual identity and positioning. Google Ventures was to become GV. This new identity needed to be clearly differentiated from Google but at the same time evoke and communicate the long and still ongoing connection with Google.


The foundation of the new GV identity is based on the colors of GV’s portfolio companies as well as a slimmer version of the Google G. The V in the logo is created by a negative space between the cut G and the slash-like image. The slash is a metaphor for the intersection between Google and the portfolio companies which is what makes GV what it is today. This metaphor echoes throughout the whole application of the visual identity with large slashes as layout elements & multiple color patterns based on brand colors from portfolio companies. Even the GV website has a unique layout system and color themes based on this metaphor.


The Logo

"The slash" symbolizes the intersection between investor and investment. Without each other neither would exist. The slash can be used in many different ways. As a super graphic on it’s own but more commonly as a pattern with colors. Large slashes can also be used to crop images and create grids for layouts.

"It’s the sharpest and best looking logo in Googles history"

- The verge




The Colors


GV doesn’t have its own brand color palette. Conceptually, GV exists because and for its portfolio companies. Therefore the GV visual identity has multiple color palettes derived from all of the portfolio companies. The color palettes have specific orders to them to form patterns.

GV + Company

When the GV brand is combined with a specific portfolio company the color palette changes to that specific company.


The Website

The new visual identity informed more than just what the eye can see. We created a unique diagonal grid out of the slashes which guides all of the layouts. This even made it into the code of the website it self.


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