For most venture capital and private equity firms, a short-term view is taken where anything less than a quick exit is considered a failure. Venture Capital firm Arcadea Group saw a clear gap in the market place and an opportunity to take a non-transactional approach with a bespoke, culture-driven model that puts people first, and gives business owners a path that better reflects their values and aspirations.
Brand strategy firm AndSo teamed up with Design Holmen to create a brand that expressed this point of view.
The name ARCADEA provided a great visual opportunity with a trinity of equally spaced out A’s. The solution was two open-ended mirrored A’s that book-end the mark with a complete A in the middle. The open A’s represent the journey with Arcadea as a VC partner. An engagement that is not defined by the boundaries of time but rather takes the long view with an openness that supports the culture of a business.
Collaborator:
AndSo, Adam Damiani (animation)