Logo Touchup

Below we have created a couple of touched up versions of the original Convective Capital logo. Some changes to the original include: 1) an updated icon that we believe has more depth/layers to it (while still maintaining the integrity of the original flame and lightning bolt), and 2) a heavier Gotham font for “Convective” to create more of a visual hierarchy above lighter “Capital”. Altogether these minor additions help make the logo feel more dynamic and intentional. Touch Up 1 below would be our recommendation to move forward with.

Client has chosen to keep original logo.

Alternative Logo Variations

The below alternative variations are based on our recommended Touch Up 1 above.

Client has permitted white-scale and icon of the original logo for use.

Color Palette Options

Option 1 (Recommended)

Starting with the Sea Buckthorn that was provided to us, the next step in the color palette would be be to create colors that psychologically speak to your target audience. Given that your target market falls between the lines of entrepreneurship, finance, venture capitalism, we picked desaturated, relaxed and calm tints and shades of orange (Middle Yellow Red, Light Taupe, Scorpion) to contrast the saturation and energy of the Sea Buckthorn. Bright Gray, which could also pass as a muted shade of blue, was chosen for it’s high-end nature, and to also provide a contrasting option on the cool side of the color spectrum (opposed to Sea Buckthorn’s warm).

Palette has been adjusted to replace desaturated warm tones with gray tones. Nevada, Star Dust, and Iron fall nicely between Bright Gray and Alabaster.

Typography

For both options below, Montserrat has been chosen as a “web-safe” alternative to Gotham (the logo font) to ensure maximum browser capability on the website.

Pairing Option 1 (Recommended)

This pair combines 2 sans-serif fonts (clean, modern, tech) with Lora, a serif-font that speaks to the financial nature of Convective. We often see serif fonts used in traditional finance and VC branding to connote a sense of trust and class.

We’ve decreased the weight of the Montserrat header, and substituted Hind Madurai with Roboto for a more condensed alternative. For the note regarding the non-Mac monitor, we are not able to see this issue on our end, but we added some font-smoothing CSS attributes to all text, so that should definitely help. We also added a screenshot showing the differences between Roboto (red) and Hind (Blue).

This header is Montserrat font.

This subheader is Lora font.

This body copy is Roboto font. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Cras mattis consectetur purus sit amet fermentum. Nullam id dolor id nibh ultricies vehicula ut id elit. Maecenas faucibus mollis interdum. Nullam quis risus eget urna mollis ornare vel eu leo. Vivamus sagittis lacus vel augue laoreet rutrum faucibus dolor auctor. Curabitur blandit tempus porttitor. Donec sed odio dui.

This header is Montserrat font.

This subheader is Lora font.

This body copy is Hind Madurai font. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Cras mattis consectetur purus sit amet fermentum. Nullam id dolor id nibh ultricies vehicula ut id elit. Maecenas faucibus mollis interdum. Nullam quis risus eget urna mollis ornare vel eu leo. Vivamus sagittis lacus vel augue laoreet rutrum faucibus dolor auctor. Curabitur blandit tempus porttitor. Donec sed odio dui.