30 years on, time for a change!

Posted by on June 24, 2011 @ 1:36 pm

 If you have made it to the Tech Blog, you will have noticed that our web site, our logo and corporate identity have changed quite radically. Advent Venture Partners was set up 30 years ago in 1981, so we are celebrating a very special birthday this year. We are particularly proud to have successfully managed to transition the firm from one generation of partners to another. We wanted this change to be more clearly apparent and felt that the brand should represent ourselves more effectively: a small, high-quality and focused team backing market-leading tech and life sciences businesses, and running one of Europe’s most successful growth and venture capital investment firms.

Our brief to design agencies was short and as simple. We wanted the brand and web site to do the following:

  • Have a more contemporary look and feel, with a simple design and ability to last;
  • Effectively communicate  Advent’s values of energy, quality, velocity, decisiveness, pragmatism and clarity of thought;
  • Make us as approachable as possible, enabling people to get to know each of us, indicating the various ways to connect with us;
  • Communicate that we back entrepreneurial businesses, enable great success stories (with clear proof points), and are focused on making businesses as valuable as possible;
  • As we invest in two business sectors, Technology and Life Sciences, the site would need to direct visitors whether they be entrepreneurs, investors, executive or advisers, clearly to their relevant areas of interest;
  • A site that stood out from the classic US/EU growth and venture firm model.

Having spoken to various agencies we picked a small agency in London called Small who immediately captured what we wanted to achieve. We liked the fact that they didn’t have a background in financial services branding but worked mainly for consumer businesses such as fashion, automotive and retail. We connected with the Small team immediately as we shared the same ethos;  a small partnership with the ambition to excel in our respective domains, with high quality talent and senior involvement in every project.  It has been a lot of work but a fantastic process as it forced us to crisply and simply articulate our mission statement.

We are very happy with the new brand, representing our firm and its people, and offering a platform for each team to communicate effectively (Life Sciences in Green, Tech in Blue). Hopefully this corporate identity will work for another 30 years or so…

In the mean time, this site will naturally evolve and improve, so please feel free to send us feed-back at any time.