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For those who don’t know Fernando, our all-mighty-founder (I’m kidding!), let me say that he has a pretty interesting story. About three years ago, we went on a road trip to Asia, trying to figure out what his next steps would be.
Since he was there, why not visit one of the continent famous’ temples? And so he did. At the place, he was challenged by someone to take a fortune telling paper from a jar. “Why not?”, he asked, thinking it was some kind of bullshit.
According to the Asian paper, Fernando’s fortune wasn’t the luckiest one. He was faded to be unhappy for all his life, both personal and professionally. Of course, he didn’t take it to seriously and so he went for the second paper.
Guess what? The second paper had the exact same message: extreme bad luck. After that, he didn’t dare to take the third one. It is a mistake, though, thinking that what came next was a disappointment. Instead of accepting his bad luck, Fernando came back to Portugal and decided to test his faith. And so was born Angry Ventures .
Moments and how they reflect the visual identity
In two years, Angry Ventures went through several phases, discoveries and, of course, some changes… I’m certain that what we have now is not the end of it; that is not even the point. Like business itself, the company’s visual identity changed in order to reflect each particular moment.
When he returned from Asia, Fernando used the “anger” to create Angry Ventures. He took that disappointment and gave birth to the first visual identity. Very few have seen this very first representation, which was ready to open its mouth and shout that those fortune papers were wrong.
Along side with the color red, the symbol reflected what was going on at the time, but also translated the less positive meaning of the word “angry”. That was not the point. Instead, the company wanted to show determination and bravery in a positive and encouraging way.
The first visual representation lasted such a short time that even some of those who follow Angry Ventures since the beginning probably do not know it. After the “furious” visual, it was time for the second visual identity, reflecting another company moment.
At the time, the main purpose was representing Angry Venture’s launch. While the company becomes recognized, it was time to conquer new businesses and go beyond the anger, transformed now into anxiety and hurry to make it real. What symbol could bring together all these elements? A rocket.
The representation can take us to the startup world, knowing that the rocket is commonly used there in order to stress the perception of disruption. There is also a line, that suggests barriers and how Angry Ventures intended to break them. This second moment is the longest one and lasted until recently.
Focus on the essence
While entering in its second year, the company felt it was time for a change. What we had no longer reflected us: we had become more structured and more capable of doing what we do. So we asked ourselves: is it time for the third moment?
The answer to that question was “yes”, but this time, we wanted to go deeper. We realized then that moments and changes will always happen, but the visual identity can’t be as mutable. Why? Because if we don’t create some kind of consistency, we will lose the identification element that every brand must have. In other others, we’ll cause confusion and (believe me!) that will not be good.
But how could we create something that couldn’t be affected by the company’s stages? The answer was: by analyzing the essence, instead of looking just at the moment, like we did until now.
Unlike each moment, the essence goes beyond context or area of expertise. It comes from the inside and, after all, that is why a brand exists: to reflect what the company is and help people perceive us as we are.
To accomplish our goals, we conducted some branding experiences in order to analyze what the company really is. What is our personality? What are our wishes? What do we fear the most? What are our talents? And how different are we from other companies?
Using strategic tools, internal dynamics and, of course, some spontaneous conversations, we tried to understand why Angry Ventures was created and what were its motivations now and then. On the process, we also tried to figure out what motivations never ceased to exist, despite the moment in which the company was.
The final result was a new positioning, that we used to support the new visual identity. One that represents what doesn’t change in Angry Ventures: it’s essence.
Angry Venture’s new face
When we redesigned Angry Ventures, we intended to work with elements that could visually represent the whole strategy.
One of the concerns was to make sure that the visual identity could be adapted without having to be completely changed. Freedom is one of our main keywords, and that is why the symbol also works as a graphic element. It can be applied in several different ways, not just the traditional one with symbol plus logotype.
Colors were chosen to identify the three main activity areas of the company, maintaining unity but valuing each singularity.
At the first sign, the symbol is not clearly understood, but that’s also our goal. The abstract structure encourages people to take a second look and try to figure out what is in front of them. We also wanted them to try new perspectives. Like seeing opportunities in bad fortune papers.
After all, is there only one way of seeing things?