• Transform magazine
  • March 31, 2020

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Ada Ventures branding challenges traditional face of VC

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Venture capital startup Ada Ventures is hoping to bring a fresh approach to its sector with the help of BrandOpus, which created its brand strategy and identity.

The UK-based venture firm – inspired by computer science visionary Ada Lovelace – was created to change the face of venture capital by challenging traditional thinking and opening opportunities up to overlooked talent, such as ageing populations, women, and young people under 20. 

It needed a brand that clearly represented an openness to possibility, which BrandOpus introduced using an open prism for the identity, reflecting key notions of inclusion, diversity and equality. The crafted lowercase wordmark represents a friendly invitation to communicate – contrasting with the seriousness of classic venture capital.

Ada Ventures partner Check Warner says, “Partnering with BrandOpus has enabled us to bring Ada Ventures to life and express the unique positioning and values that our firm holds. The new visual identity beautifully represents our mission to fund any founder from any background to build the next generation of bold technology companies.”

Fortune magazine reported last year that only 2.2% of American VC funding was allotted for female entrepreneurs. The British Business Bank shows that for every £1 of VC funding, all-female leadership teams receive less than 1p and mixed teams receive 10p, leaving 89p for all male teams. Ada Ventures may change this through its diverse positioning.