Overview

Fin Venture Capital’s brand is the collection of perceptions people have about our company. It is the big picture impression that is left on our customers and those who interact with us.

Fin Venture Capital’s branding exists to differentiate our company from others in the marketplace, as well as connect with a target audience. It creates trust and recognition by communicating in a consistent way across all teams and channels.

This style guide is the visual translation of Fin Venture Capital's mission, vision and values. It is the framework that specifies how to communicate the Fin Venture Capital brand. The design assets presented within are the tangible visual elements that determine how our brand is perceived by, and how it interacts with, the world.

Brand Story

Fin is a globally focused venture capital firm focused on the intersection of financial services and technology. We are looking to roll up our sleeves and partner with experienced entrepreneurs that have deep financial services experience, audacious goals, differentiated technology, and a global platform mindset.

Our Mission


We are seasoned operators with deep corporate and start-up experience. We know what it’s like to walk in entrepreneurial shoes and we know how to move the needle for our companies. We serve as a hands-on fiduciary in steering our Portfolio Companies and Investors through the global Financial Technology waters.

Our Vision


Our investment focus is on B2B on Enterprise SaaS companies. We focus on Early Stage (Seed, Series A entry points with follow-on) in our fund strategies with consideration for Growth/Late Stage through our Co-Investment Platform.

Our Values


We seek to move the needle in the following areas: equity, debt, and follow-on capital sourcing, global business development, talent sourcing and hiring, product roadmap strategy, tech stack scaling support, and branding and marketing approach.

Color Palette

Fin Venture Capital’s official palette is comprised of a variety of swatches, each functioning as an essential component to our brand’s web presence and print design materials.

Dark Navy Blue

RGB28 / 54 / 100

HEX1C3664

CMYK72 / 46 / 0 / 61

Pantone534 C

Used primarily for more dominant text headers. Also used in logo design for rudder graphic.

Neutral Black

RGB0 / 1 / 5

HEX000105

CMYK100 / 80 / 0 / 98

PantoneBlack 6 C

Used primarily for smaller text headers. Also used in logo design.

Lapis Lazuli

RGB41 / 99 / 140

HEX29638c

CMYK71 / 29 / 0 / 45

Pantone647 C

Blue tone used for body copy.

Bright Ocean Blue

RGB31 / 127 / 194

HEX1F7FC2

CMYK84 / 34 / 0 / 23

Pantone7689 C

Blue color used in logo design.

Sky Blue

RGB128 / 198 / 229

HEX80C6E5

CMYK44 / 13 / 0 / 10

Pantone2909 C

Used as a decorative accent for minor design elements.

Orange Peel

RGB245 / 124 / 0

HEXF57C00

CMYK0 / 49 / 100 / 3

Pantone716 C

Primary accent color used for links and button hovers.

Cool Steel

RGB149 / 162 / 168

HEX95A2A8

CMYK11 / 3 / 0 / 34

Pantone7543 C

Used for buttons and header text backgrounds, as well as footer text.

Soft Gray

RGB230 / 236 / 237

HEXE6ECED

CMYK2 / 0 / 0 / 7

Pantone656 C

Alternative row background color.

White

RGB255 / 255 / 255

HEXFFFFFF

CMYK0 / 0 / 0 / 0

Pantone656 C

Primary background color, used for header text in page title headers and CTA rows.

Typography

Typography -- the visual art of creating written words -- is an essential building block of Fin Venture Capital’s brand identity. Fin Venture Capital utilizes the following defined typefaces for all content displayed on our website at https://finvc.co/.

Primary Typeface: Roboto Slab


Friendly, approachable, and legible, Roboto Slab provides extra strength to headline text.

H1 heading

H2 heading

H3 heading

H4 heading

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
0 1 2 3 4 5 6 7 8 9 ! ? . , : ; ‘ “ ^ < >
@ # $ % & * ( ) [ ] { } / \ | _ + = - ~ `

How quickly daft jumping zebras vex.

The quick brown fox jumps over the lazy dog.

This is a paragraph that uses every single letter in the alphabet. Now, that doesn’t mean this can be a paragraph with no story, but it does mean that every single letter is used. You can make it as generic or fanciful as you’d like. You can talk about anything from quilts to jets to xylophones. Oh yeah, and you can use whatever language you want, from Afrikaans to Zulu.

Directions for use:
Used for all header text instances.

View Roboto Slab at Google Fonts.

Secondary Typeface: Archivo Narrow


A grotesque sans serif typeface designed for both print and digital platforms. It was crafted for high-performance typography.

H1 heading

H2 heading

H3 heading

H4 heading

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
0 1 2 3 4 5 6 7 8 9 ! ? . , : ; ‘ “ ^ < >
@ # $ % & * ( ) [ ] { } / \ | _ + = - ~ `

How quickly daft jumping zebras vex.

The quick brown fox jumps over the lazy dog.

This is a paragraph that uses every single letter in the alphabet. Now, that doesn’t mean this can be a paragraph with no story, but it does mean that every single letter is used. You can make it as generic or fanciful as you’d like. You can talk about anything from quilts to jets to xylophones. Oh yeah, and you can use whatever language you want, from Afrikaans to Zulu.

Directions for use:
Used for all body copy, buttons, and navigation links.

View Archivo Narrow at Google Fonts.

UI Elements

Imagery

Fin Venture Capital’s on-brand images help to convey our best practices, aspirations and moods. The following images have been selected to communicate Fin Venture Capital’s values associated with our brand.

Voice

Fin Venture Capital’s brand voice strongly impacts how our audience feels about our products and services. The following words and phrases depict our best practices, personality and what does and does not demonstrate the voice of our Fin Venture Capital brand.

Words we like:


Entrepreneurs, navigation, foundation, global, financial services, technology, portfolio companies, investors, investment, asset management, blockchain, B2B, revenue models, equity, talent sourcing, product roadmap, metrics, balanced, guidance.

Words we don't like:


Slow growth, outdated, unimaginative, uninventive, limited, inexperienced, solo.