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To rebrand Sequoia Capital, a 44-year-old top-tier venture capital firm in Silicon Valley that helps the daring build legendary companies—Apple, Airbnb, Dropbox, Yahoo!, Google, Oracle, Instagram, and LinkedIn, to name a few.
The new mark reimagined the existing photo-realistic sequoia leaf silhouette as a contemporary symbol that leveraged Sequoia’s notworthty heritage while conveying the energy, strength, and guidance that Sequoia brings to a founder’s journey.
The solidity and elongation of the wordmark’s letterforms reference the grounded mass and quiet height of a sequoia tree. The symbol—an abstracted sequoia leaf built on an 8x8 pixel grid—punctuates the wordmark with upward trajectory, motion, and vitality.
The new mark informed Sequoia’s brand roll out (website, collateral, office interiors), was a catalyst for reenergized internal brand stewardship, and positioned Sequoia as a relevant, modern player in the youthful/tech-savvy VC space.