JVP / the multi-dimensional VC
where media shapes belief
branding the disruptive VC
Jerusalem Venture Partners
Jerusalem Venture Partners offers an evolving model of innovation in a world of traditional VC firms.
By juxtaposing a traditional VC with an early stage incubator, a digital media destination, an animation lab and a cultural / artistic / philanthropic center, JVP has challenged perceptions of what a VC can be: It is ethical, cultural and mindfully active in its community.
Over the last 5 years its emerging focus has been on digital media start-ups and related software and hardware technologies.
nascent was selected to rebrand the firm, after winning an international, 5 way pitch.
media shapes belief: logo
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This logo was developed by evolving the existing lion motif, central to the previous JVP logo.
The lion is traditionally a symbol of Jerusalem ( the lion of Judeah ), strength and leadership, but we decided to add additional dimensions to the logo.
Since the JVP Media Quarter is housed in the old Mint building, where money was formerly printed, nascent decided to use the motif of money design to create the new symbol.
Appropriating the style of rich, intricate designs found on bank notes, this new lion, sporting a rich, contemporary color palette, became the starting point for the development of a strong and sophisticated visual brand language.
visual language elements
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Building on the deep tones of Jerusalem (city of gold) and the spectacular sunsets common to the Judean desert, nascent selected a palette which served as a bold departure from the formal, corporate hues of the previous identity.
This enabled a wide spectrum of implementation opportunities whilst ensuring recognizable consistency for the new brand language
sample applications
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A wide range of applications were developed to showcase the new brand identity as a powerful differentiation tool. These highlighted its flexibility and its ability to create real visual impact in a world of conservative VC identities.
idea collider: logo
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While the 'media shapes belief' story resulted in a refined, geometric identity, the 'idea collider' concept was developed using a more abstract, generative and free-form combination of shape and color. The beautifully drawn lion, originally designed by Chermayeff & Geismar as part of the previous JVP logotype, is carried through in this design.
visual language elements
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Based on the idea of the energy released when ideas collide, an endless array of mathematically generated elements were created, culminating in a palette of saturated, high-impact tones, an ever-changing visual canvas for evolving expression of the JVP Media Quarter brand.
sample applications
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As with the previous brand story, a set of sample applications was developed to ensure the new identity 'had legs' and could accommodate a dynamic range of needs, including print collateral, digital media and event identity sub-brands.
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brand extensions: medialectica
