Tsingyuan Ventures rebrands to Foothill Ventures

Venture capital firm, Tsingyuan Ventures, worked with San Francisco-based creative agency, Siren, to develop a new brand identity. As part of the rebrand, the company changed its name to Foothill Ventures, in a move to expand its services to a wider group of firms, most of which are not tied to China.

The new name pays homage to the area of California where it’s based, at the foothills of the Santa Cruz Mountains. It also represents the company’s aspirations of wanting every one of its investments to be a ‘mighty mountain,’ but always beginning the process at the foothills.

The colour palette is grounded in nature and inspired by the images of the Silicon Valley Foothills, taken by the founders of the company during bike rides.

“We looked to the unique visual cues inherent in the Foothill name to create a logo that feels tech and growth. Everything about the team is very authentic, and we wanted to pull that into the brand identity. The result is a dynamic identity that can be used to highlight their partners and their partnerships,” says Kate Harris, creative director at Siren.