Arch Capital Partners

Arch Capital is a venture capital firm aiming to invest in purpose-driven and socially responsible teams. Arch Capital's name is dually inspired by the powerful biblical beings, archangels, and the term "angel investor," or those who provide capital to business startups. The identity was designed to subtly call back to these inspirations, visualize the core values of the firm, and present the firm as both professional and progressive.

Scope of Work: Visual Identity Design, Brand Strategy

Notes on the design:The logomark was created to symbolize and depict a few aspects of the brand: (1) the figure is firstly meant to be an angel with it’s wings at its side and the circle that encompasses it representing a halo as certain biblical characters are commonly depicted in Christian images; and (2) the figure also doubles as an upwards pointing arrow encircled by a gold coin - a representation of Arch Capital’s goal of increasing wealth and prosperity of both it’s investors and the companies it funds.The colors in the brand’s identity were chosen for their connection to the company’s core values and goals. Gold represents wealth and luxury while green represents growth and sustainability. The font was chosen to present the brand as professional but not pretentious or old school. A typography with slightly rounded corners was chosen to display a softer, friendlier image while still being serious.

Notes on the design:

  • The logomark was created to symbolize and depict a few aspects of the brand: (1) the figure is firstly meant to be an angel with it’s wings at its side and the circle that encompasses it representing a halo as certain biblical characters are commonly depicted in Christian imagery; and (2) the figure also doubles as an upwards pointing arrow encircled by a gold coin - a representation of Arch Capital’s goal of increasing wealth and prosperity of both it’s investors and its portfolio companies.

  • The colors in the brand’s identity were chosen for their connection to the company’s core values and goals. Gold represents wealth and luxury while green represents growth and sustainability.

  • The font was chosen to present the brand as professional but not pretentious or old school. A typography with slightly rounded corners was chosen to display a softer, friendlier image while still being serious.

It was important that the logo design could be used for business cards, stationery, and presentations - applications that will inevitably be necessary as they grow and progress.

It was important that the logo design could be used for business cards, stationery, and presentations - applications that will inevitably be necessary as they grow and progress.

The logo was designed to be distinct, timeless, and scalable, or easily recognizable when both small and large. These qualities ensure that the logo is adaptable, can continue to be serviceable as a company grows, and will allow a company to build br

The logo was designed to be distinct, timeless, and scalable, or easily recognizable when both small and large. These qualities ensure that the logo is adaptable, can continue to be serviceable as a company grows, and will allow a company to build brand awareness.

Alternative versions of the logo were created using the two main brand colors in different ways. These options were created to give Arch Capital flexibility to clearly display and utilize their logo in a variety of places and settings.

Alternative versions of the logo were created using the two main brand colors in different ways. These options were created to give Arch Capital flexibility to clearly display and utilize their logo in a variety of places and settings.

The ability to use the logo on products was an important consideration for this project. For a new company led by young entrepreneurs, branded items are important to build brand recognition.

The ability to use the logo on products was an important consideration for this project. For a new company led by young entrepreneurs, branded items are important to build brand recognition.

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