Brand Identity and Style Guide
Updated October 2018
A brand is the collective experience people have with GGV. It is defined by how we behave,
what we say, and how we present ourselves.
A part of the brand is the brand identity or the collection of all the graphic elements,
including the logo, that comprise a brand’s unique presence and aesthetic to the public. It’s
what makes a brand get noticed and creates the feeling(s) or impression that GGV wants to
communicate visually. At GGV, the role of the brand identity is to:
- Focus attention – bring our message, our content, our story to the forefront
- Communicate not decorate – support the purpose of our content and make the
elements easy to use
- Unify GGV globally – ensure cohesive look/feel that supports GGV’s one fund/one
The style guide provides a few simple rules to help you use our branding elements to
communicate about GGV most effectively and includes examples of how to keep the brand’s
look – colors, fonts, etc. consistent across all applications globally.
3. What has changedW H AT H A S C H A N G E D
The GGV Capital logo has been
updated to a more
contemporary, less corporate
look by removing the two-tone
blue coin (also referred to as
”the Chop”). The wordmark will
remain the same but the blue
coin will no longer be used in
any form. The rationale for
making the change is that coin
reference is outdated given the
ubiquity of online payments
and the circle cut-out does not
reproduce cleanly in designs,
give-aways and other materials.
The wordmark is the singular
unifying symbol for GGV. The
wordmark is a recognizable and
highly visible brand asset, and it is
important to consistently apply in
all geographies. As such, the logo
will not include the Mandarin
"纪源资本.” However the Chinese
name, may be used in a font style
(Helvetica, Gotham) below the
wordmark, centered or leftaligned in relevant situations such
as name cards and RMB fund
materials. The intention is not to
downplay the Chinese name but
rather to unify all offices under a
single global mark based on
branding best practices.
We have added a new
monogram that can be used in
social media, WeChat and
instances where the wordmark
would be too small to have
4. Unifying componentsUNIFYING COMPONENTS
Three components serve to unify the global brand identity for GGV. These components
should be always be used together to create a clear visual pattern and cohesive global
impression. This approach will provide the flexibility required for localization but ensure a
This standard also applies to content/community platforms such as EvolvingX,
Founders+Leaders and 996 as well as specific programs such as GGVoice, master classes
and more. Depending on the application, a fifth color from the secondary palette may be
introduced to appeal to a certain audience but it must be used in conjunction with the three
elements above. The goal is to ensure that all content programs, invites and others
materials look like they belong to the same family – each unique but carrying the same
5. LOGOLO G O
The GGV Capital logo is a wordmark. It is
an important expression of our brand
identity and should not be distorted in
any way or redrawn when applied to
communications. Because the wordmark
is such a recognizable and highly visible
brand asset, it is vital that it is always
applied consistently. To maintain the size
and proportion, the logo should be
treated as an image file and not selfcreated.
Primary Usage: Our logo is the color
coal (HEX #2F3131) and is designed
for use on white or light colored
In instances where the background is
dark, the logo may be used in white.
6. Clear Spacing & PositioningC L E A R S PAC I N G & P O S I T I O N I N G
The wordmark should always be surrounded by generous white space. The diagram below
defines the minimum amount of clear space needed, which is based on the x-height in the
Wordmark. Minimum digital size: 20 pixels (height)
In instances where the GGV logo appears next to other logos such as an event sponsor, no
other logo should over power the GGV logo or have more prominence than the GGV logo.
7. Logo MISUSELO G O M I S U S E
The logo should also be always used as a high resolution file. It should not be selfcreated using fonts or other typefaces. These examples illustrate incorrect uses of
Do not distort proportion
Do not use style treatments Do not abbreviate
Do not slant or skew
Do not outline
Do not shadow or apply
Do not change the
characters or add a tag line
Do not change the color
Do not alter font, spacing
8. GGV content & COMMUNITY platformsG G V C O N T E N T & C O M M U N I T Y P L AT F O R M S
GGV has a number of content/community platforms (996, Founders+Leaders, EvolvingX,
etc.) that should follow the three unifying components outlined in this style guide.
The logos or marks for platform must appear within the same screen view as the GGV
logo. The letters “GGV” should not be used as a tag line or sub-title. An example is shown
Correct logo usage
with Platform brand
Incorrect logo usage
with Platform brand
9. Naming with “ggv”NAMING WITH “GGV”
“GGV” is not a replacement for the name of the firm.
”GGV” may be used as part of a program or platform name but must adhere to the
- Follow this style guide in use of colors and fonts.
- “GGV” must always be in bold, all caps with the rest of the program name in non-bold,
lowercase and immediately following the “GGV” letters with no spaces in English and
Chinese. “GGV” should not be italicized or slanted. This ensures that “GGV” is
emphasized in all materials. For example: GGVconnect.
- The program name must be consistently applied and should not appear in different
formats or typefaces.
- GGVxxx may not be part of an image.
- GGVxxx is not a replacement for the GGV logo.
- The wordmark (logo) must appear within the same screen view as a GGVxxx program
10. MONOGRAMOur monogram is a reduced form of our wordmark. It
should only be used when the wordmark is too small to
achieve maximum impact. For example, as a favicon or the
center of a WeChat QR code. The minimize size for use as a
favicon is 32x32 pixels.
The monogram should not be changed or distorted in any
way. It should be used as image file and not self-created.
The monogram is a coal gray HEX #2F3131 square with
”GGV” in white type. It does not include the word “capital.”
In rare cases the background of the monogram may be
changed to reflect a special situation or cultural celebration
such as Chinese New Year, Gay Pride, etc. These special
cases must be approved by the global GGV Marketing team.
11. Monogram useMONOGRAM USE
The monogram should only be used in instances where the wordmark does not
The examples shown here illustrate the correct use of the monogram.
As a favicon
For Social Media
These examples illustrate the incorrect use of the monogram.
Not a replacement for the wordmark
No color change of typeface or background
12. Color paletteC O LO R PA L E T T E
Primary: these colors should be used for all brand related materials.
HEX # 7F7F7F
Secondary: these colors may be used when additional accent colors are needed, for
example with charts in powerpoint presentations, sub-brands, etc. They are not meant as
standalone colors and must be used in a supporting role in conjunction with the primary
palette, logo and fonts.
Body Copy: Roboto
The official font for text in any document,
web page or other materials is the Roboto
family, a free font. For professionally printed
materials, it is recommended to use
Helvetica. It can be purchased at
Headline Font: Monserrat
The Monserrat font family is used primarily
for headlines. It is a free font available on
PCs and Macs. For professionally printed
materials, it is recommended to use the
Gotham family. It can be purchased at at
14. ICONSThese icons should be used to consistently represent the four areas of
investment for GGV Capital. Icons should be used in any of the primary palette
Social & Digital Media
More icons will be added to the library as need demands.
15. Final notesF I N A L N OT E S
GGV does not have a tag line. The vision statement, “Fuel the Dream,” or other similar
sentiments such as “One Team Two Markets” should be used separately from the logo and
monogram, and should not give the appearance that it is a tag line.
Fuel the Dream
Fuel the Dream
Materials, giveaways and other communications intended for internal employee events such
as a New Year celebration or company offsite should adhere to the style guide. As a
standalone event, it is acceptable for an internal event to have its own look or theme such
as the palm tree used for the Hawaii offsite but it must adhere to the three unifying
elements of the brand identity (page 4).
16. Links & UpdatesL I N K S & U P DAT E S
All the files referenced in this style can be found on DropBox and the shared file server.
Baidu Cloud: TBD
Updates to files, images and other GGV assets will be periodically added so please use these
links as your primary source when creating or sharing GGV materials.