OVERVIEW
Leverage a history of innovation.
1885 Capital invests in the best early-stage startups connected to Michigan Tech, Michigan Tech alumni, or the Great Lakes region at large. But first they knew they needed to invest in brand.
CLient
1885 Capital
Services
Logo
THE CHALLENGE
Capture the essence of Keweenaw culture—from the generations of grit to the innovative entrepreneurs and leading technology of today. Merge the voices of the past with the passion for the future.
OUR SOLUTION
Lean into our collective experience of living and breathing this culture of Sisu—stoic determination, grit, and extraordinary inner strength under pressure—to create a brand that resonates soundly with alum and investors alike.
Brand Identity
1885 Capital
Heritage, resourcefulness, and vision packaged in a simple yet strong brand approach.
Palette
Type
DELVING DEEPER
Capitalizing on being Underestimated
Venturing into the Vein
Every brand has its own unique set of challenges. For 1885 Capital, it was the tension of recalling the nostalgia of experiencing the Great Lakes area, while also embodying the exciting and new ideas for the future. This push and pull can be felt in the logo concepts as they maneuver the refinement process.
Venture Launch
1885—hewn from a strong, blocky typeface, it boldly stands its ground well after the echoes of the miners' axes have faded. The gold tone not only represents wealth and striving to be the best of the best, but provides a visceral link to Michigan Tech's own brand and legacy. "Capital" features a geometric, modern typeface that underlines their vision of being technology and high-growth focused. The brick-like hexagon boldly imprints itself in every scenario, easily transitioning from print to web to apparel. Bold. Brilliant. Powerful.