Arboretum Ventures approached us with a fantastically fun design challenge. While they were happy with their logo’s overall concept and leaf design element, they felt it looked dated. They needed Clarity Quest to give their mark a makeover so it looked more modern while holding to the legacy and brand equity their brand had accumulated over the past 20+ years.
We utilized a modern, bolder serif font to help the company name stand out more and shifted the leaf over to the right side. At first glance, this move seems insignificant, but upon closer review, you’ll see the stem forms a small gap in the letter “m” creating the word “return” (which is one of the end goals of any good venture capital firm). We also shifted the word “ventures” over to the right to span the width of “return” to help that design easter egg show itself a bit more.