Case Study
Fly VC
Venture Capital, Finance, Deep Tech
Fly Ventures is a zero-to-seed venture capital company backing technical founders all over Europe.
Associate collaborated closely with the partners to revamp their brand, crafting a bold new visual identity that positions Fly for its next phase of growth while directly reflecting the technical language of the founders it supports.
At its core, the new design language embodies forward momentum and the concept of flight. Precision and aerodynamic forms define the logomark, which seamlessly resolves into a forward-facing arrow—an homage to deep tech and a symbol of progress. This motif extends dynamically across the design system, reinforcing the brand’s sense of innovation and movement.
A brand identity in constant motion—propelled by the very forces that make flight possible.
Building on the theme of flight, Associate designed a series of dimensional patterns using the graphic arrow device, its form and movement influenced by the four fundamental forces of aerodynamics: lift, drag, thrust, and weight.
Complementing the custom logomark and dynamic patterns, the brand introduces two new typefaces: Labil Grotesk from Kometa and GT Alpina from Grilli Type. Labil Grotesk strikes a balance between the structured clarity of a sans-serif and the subtle distortion of text influenced by gravity, reinforcing the concept of flight. GT Alpina adds a playful contrast, bringing warmth and character to messaging highlights.
The color palette is inspired by the vastness of the night sky, with deep blues evoking depth and possibility, while a bright cyan accent conveys speed and forward motion.
Activated across a broad range of applications—including communication materials, the website, and branded merchandise—the new design system flexes between direct functionality and expressive storytelling, giving Fly a striking and versatile visual language.
