CRYPTO

Logo and visual identity for Arianna Simpson Partners

Arianna Simpson Parners invests in cryptocurrencies, digital assets, and the future of capital formation.

ASP looks for great founders and spends time in the early stages. ASP is also doing full stack up to more liquid currencies. Arianna is forward thinking and optimistic about where things in cryptocurrency are headed; ASP is innovative but on the more conservative end of the crypto spectrum.

ASP stays the course regardless of the direction that the winds blow. While it is difficult not to change strategy according to trend, ASP is comfortable in its beliefs until the market ends up validating its investing philosophies.

ASP, formerly Autonomous Partners, underwent a rebrand during the first and second quarter of 2019. The choice of the name ASP reflects not only the initials of its managing partner, but also conjures up images of the asp, a snake known since the time of Cleopatra for being a symbol of royalty. The animal represented a fierce autonomy and an incisiveness, two characteristics that align with the fund.

The rollout of the rebrand was soft. It was therefore in the interest in the brand continuity of ASP to maintain elements of the original logo in the new one. The new logo is solid and formidable in order to speak to its investment strategy and its clientele.

The letter A maintains the gap from the Autonomous logo and expands it to the rest of the logo. The lines are svelte, and their increased angle and steepness suggests progress and innovation, as well as an ever-upward mentality.

Templates for an investor letter and deck were also modified, and a mockup of a scarf as a gift to female investors was made.

Arianna was the founder and managing director of this fund and is now a General Partner at a16z.