Vertu Capital

Vertu Capital is Canada’s first, and one of North America’s only female founded private equity firms. Since their launch in 2018, they were quick to grow their seed funding and make several successful investments in the technology sector. Their unique relationship-focused approach has led to great success and a remarkable reputation. However, their unique approach has also presented a challenge — how to showcase their different way of doing business, while also demonstrating their expertise and knowledge in an industry historically rigid and cut-throat.

Taking inspiration from their collaborative process, we designed a minimalist wordmark composed of an ensemble of elements. Curved edges were used to keep the capital letters looking friendly and the choice of a vibrant, electric blue gave the wordmark its technological aspect. By taking the letters apart, we created a visual language consisting of symbols to illustrate Vertu’s values, principles, and expertise as leading investors in Canada’s growing tech market.

Each symbol represents a different aspect of the brand from partnership to focus and tells the story of all the hardworking investors and clients who come together to make Vertu, Vertu.