Arabic inspired geometric patterns were created to add visual flare, and as a way down the line, to differentiate (along with color) case studies of successfully funded companies in Haven’s portfolio.
CHALLENGE
Haven needed a unique, foundational visual identity that differentiated themselves from other brands in their competitive landscape. The Haven team wanted their brand to evoke both the founder’s Arabic heritage and the financial-technology they are investing in.
SOLUTION
We created a new brand identity including a logo, color palette, patterns, vector typeface, and brandbook. We mixed Arabic architectural elements with a contemporary professional tech elements. While it was important to evoke these elements, we decided to pare them down in favor of a modern minimalist style used by brands today.
We created a modified Brandbe font with added curves to evoke Calligraphy as a display font that paired well with Bebas Neue.
We took inspiration from Islamic architecture, geometric patterns, and calligraphy. Madrasas, Arabic educational institutions were the foundation of the logo. The architecture itself is tall, strong, and stable; Both inviting and protecting: Traits we wanted the logo to have.
RESULTS
Brand guidelines were used to make an on-brand fundraising deck, presentations, and collateral. These initiatives helped secure $65 million in initial capital for their venture portfolio.
PROCESS
Initial Mood Boards
Pattern Exploration
Pattern Explorations: — Haven Ventures can use pattern and color to differentiate marketing of their successfully funded ventures.
Variations + Sketches
