Most seed investors use seeds or plants as visual metaphors for what they do, we didn’t believe that this was enough to communicate the Student Upstarts message. We saw the relationship between Student Upstarts and the student teams as a sum of efforts, hence the plus sign. However, we believed that Student Upstarts is more than a plain addition, but serves as an amplifier. To show this dual nature we created the logo in a way that the viewer will see a specific mathematical sign depending on the angle.
Knowing the variety of possible content, we kept the presentation clear of any unnecessary visual elements. The brand presence was compressed down to a single line, ensuring the priority of the content but still serving as a reminder of who the presentation belongs to.