Liquid 2
With a diverse team of operators and an expansive network, Liquid 2 champions exceptional founders to create pioneering companies. They invest in founders and relationships, partnering for the long term as lifetime investors.
Knowing Liquid 2’s established relationships, Slope Agency chose a vibrant royal blue that honored Liquid 2’s classic hero blue, and designed a streamlined logo that kept the spirit of their original L2 mark. These visuals created an excellent base for the brand identity system, for which the agency’s brand strategy work was also a main inspiration.
The idea of a lifetime partner traveling with a founder for their entire journey from as early as pre-seed inspired a linear graphic system that dynamically draws out pathways that structure the visuals. Sleek sans serif fonts follow the same linear design, but lead bold, oversize type moments on the website as a nod to the ways Liquid 2’s diverse portfolio of over 800 companies stands out amongst peers.
The brand typefaces are Halyard Display and Neue Montreal. Autaut Grotesk served as the base for the wordmark.
