Vertical Velocity Ventures: Powering Tech Innovation
Vertical Velocity Ventures (VVV) is a specialized Venture Lab that partners with engineering, scientific, and research organizations to build innovative technology startups. The company operates across three strategic pillars: corporate ventures, management consulting, and internal ventures. The goal was to create a clear brand identity to support the founder’s networking and business development activities.
The core concept is built around the “Engine”. When companies are stuck facing challenges of moving forward, VVV becomes their engine. We visualized the rocket engine exhaust to demonstrate the lab’s capability and the life force behind their work.
- The “V” Symbol: The sign is constructed from a radial repetition of the letter “V,” forming a unique, recognizable abbreviation for the brand.
- Rocket Engine Perspective: Its circular shape is inspired by an internal view looking inside a rocket engine.
- Working Engine: The design represents a “working engine,” symbolizing the constant drive and momentum the lab provides to its ventures.
To balance a technical engineering aesthetic with a modern digital feel, we utilized the DM typeface family:
- DM Mono: Used for headers to create an “engineering mood,” evoking the precision of technical drawings.
- DM Sans: Employed for body text to ensure high readability for complex information.
- The Grid: We recreated the typography of engineering drawings by aligning text blocks as if they were located in tables.
We chose a palette that symbolizes energy and stands out among competitors:
- Bright Gradient: A mix of blue, orange, and red to show life force and ardor.
- Dark Background: The gradient is primarily located on a black background, which helps the colors look even brighter.
- Functional Contrast: White is used for text, while orange is recommended for notes and highlights.
Decorative elements were used to reinforce the technical narrative:
- Gradient Highlights: We applied the gradient to icons, lines, and buttons to maintain visual consistency.
- Noise Texture: A subtle noise texture was added to create the feeling of being in space.
- Engineering Icons: Linear icons based on circles strengthen the engineering approach and bring clarity to information perception.
The UI reimagines the Venture Lab as a high-performance engine, combining a radial “V” logo with vibrant “exhaust” graphics and monospace typography to visualize the raw power and technical precision behind VVV.
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