Those of you who follow the NVCA surely have noticed something different in the past few weeks. After more than two decades of employing our dark green logo, we unveiled a new look for the Association at this year’s annual meeting in Boston.  While the switch may have seemed quick to the general public, the process of developing our refreshed brand identity and designing our new logo took nearly a year.

Spearheaded by immediate past chairman Kate Mitchell and driven by the NVCA Board Communications Committee, our new brand initiative began with a series of NVCA member interviews as we sought to understand, from various perspectives, the essence of the venture capital industry and the stakeholders we represent. From these interviews we came to understand that the NVCA brand must convey a number of truths:

• Venture capital does not stand alone. Without entrepreneurs, there would be no venture capital.
• Venture capitalists are passionate about funding innovation and bringing new technologies to the marketplace.
• Venture capital remains a small and unique asset class.  We have indeed professionalized in the last twenty years, but we are far from institutionalized. 
• The value of membership in the NVCA is driven largely by the collective voice it has achieved in the market and on Capitol Hill. 

With these guiding principles, we developed a tag line that embodies these facts: “Funding Innovation. Empowering Entrepreneurs.”  The new logo, with the words "national" and "association" surrounding "venture capital", is a visual representation of NVCA’s mission to support and protect the industry - all in a color scheme consistent with the technology VC’s fund and the collective strength we bring to bear.

A special thanks to the NVCA Communications Committee comprised of Michael Greeley, Flybridge Capital Partners; Josh Green, Mohr Davidow Ventures, Jim Hale, FTV Capital; Jason Mendelson, Foundry Group; and Theresia Ranzetta, Accel Partners who provided strategic counsel along the way -- as well as our design firm Frost Miller who created the new look.

It is now up to us to carry this brand forward in our attitudes and actions, conveying the commitment of the venture industry to the public.  You will see this brand manifested in many ways over the next year - especially on our website and here at NVCAccess.  We look forward to conveying all that venture capital stands for and all the NVCA supports.