How We Created an Identity for a Sustainable Venture Capital SecondSun

SecondSun is aiming to accelerate the global transition to renewable energy, SecondSun set out to build a brand that redefines how people and businesses think about power.
SecondSun empowers communities, companies, and individuals to harness the energy of the sun—delivering scalable, sustainable solutions that keep progress in motion.

Their mission is to make clean energy more accessible, reliable, and inspiring—ensuring that every watt generated today powers a brighter, more resilient tomorrow.
Our task was to develop a brand identity and design system rooted in the natural rhythm of the sun itself.

​​​​​​​At the core of SecondSun’s identity lies the movement of the sun itself. The visual system was inspired by the seasonal paths of the sun—higher and longer in summer, lower and shorter in winter. This natural rhythm reflects the brand’s mission: energy that adapts, sustains, and powers life in every condition.

The logo mark is derived from this path. Its arcs echo the rising and setting of the sun, creating a symbol that is simple, timeless, and instantly recognizable. The name “SecondSun” reinforces the idea of a renewed source of power—one that exists beyond the limitations of fossil fuels.

The system is built around circular forms and radiating patterns, referencing solar cycles. These can expand, overlap, or fade, making the identity highly flexible—from a bold billboard statement to a subtle background texture on digital platforms.

The color palette draws directly from the sun: warm gradients of yellows and golds for energy and optimism, paired with clean neutrals that bring balance and seriousness. This contrast mirrors the brand’s tone: expressive in vision, but grounded in science and reliability.

SecondSun’s brand identity bridges nature and capital, energy and investment. It tells the story of a VC firm that doesn’t just fund businesses—it powers what’s next by channeling resources into the forces shaping a sustainable future.