The venture capital industry is at a crossroads. While groundbreaking technological advancements promise transformative change, the traditional VC model—driven by rapid growth and short-term gains—lacks the structural incentives to tackle the world’s most pressing and complex challenges. General Catalyst is reshaping this paradigm, moving beyond investments alone to actively partner with founders and industries, building interconnected ecosystems dedicated to solving systemic issues.

General Catalyst approached Pentagram as they were expanding their presence in Europe and India and focusing on fundamental problems in critical industries like healthcare, industrials, energy, and defense. As they grew in ambition and influence, they needed a brand identity that captured the uniqueness of their model. They turned to Pentagram for a strategic framework and visual system that would set them apart from other firms and inspire founders, investors, and industry leaders to join their mission.

General Catalyst wasn’t just rethinking venture capital—they were reimagining its role in society. This wasn’t about a promise or a positioning; it was about igniting a movement. The firm had moved beyond simply funding startups, taking a hands-on approach with innovators and building networks to transform entire industries. They were equipping founders with the resources, expertise, and support to move beyond immediate goals and meet the complex needs of a rapidly changing world.

This transformative vision crystallized in the brand idea “Venture Beyond.” More than a slogan, it became both a strategic foundation and a rallying cry reflecting General Catalyst’s bold ambition, collaborative ethos, and commitment to systemic change. It invites founders to think bigger and participate in progress on a massive scale, turning venture capital into a force for global transformation.

Pentagram brought Venture Beyond to life with a unified visual and verbal identity system. At its core is a reimagined logo – based on an exponent – and custom typeface, Catalyst Sans, designed to combine dynamism and clarity. Collage elements blend the new and the timeless, reflecting General Catalyst’s collaborative and generative approach. These compositions support extensive articles, invitations, and thought-leadership content, creating a rich, editorialized look and feel. To enable seamless creation, a custom Figma tool was developed, allowing the General Catalyst team to easily generate collages on an ongoing basis. Motion design adds energy, with dynamic animations symbolizing the perpetual innovation and momentum of the General Catalyst platform. This adaptable system extends seamlessly across digital, environmental, and editorial platforms, ensuring consistency and flexibility.

The redesigned General Catalyst website became the flagship expression of the new identity. Featuring intuitive navigation, striking visuals, and a strong articulation of the Venture Beyond ethos, the site serves as a dynamic touchpoint for founders, investors, and partners, inspiring a global audience to engage with General Catalyst’s vision for expanding what’s possible in venture capital.

The new identity was unveiled at a pivotal moment for General Catalyst, coinciding with the announcement of Fund XII, the firm’s largest capital raise yet, to drive transformative ventures in AI, healthcare, climate, and beyond. This milestone demonstrated the reimagined brand’s ability to amplify their mission and attract ambitious partners.

The new General Catalyst brand redefines what venture capital can achieve, setting a standard for collaboration and innovation that drives lasting progress. Anchored by the call to “Venture Beyond,” Pentagram crafted an identity that embodies the firm’s ambition to transform industries, foster systemic change, and make an enduring global impact. This bold vision positions General Catalyst as a leader not just in venture capital but in shaping a more resilient and equitable future.

Thank you to the General Catalyst team for their close collaboration: Hemant Taneja, Jeannette zu Fürstenberg, Arielle Gross Samuels, Carin Watson and Jack Cohen.