GlassRoots Ventures is a small startup venture firm in Silicon Valley. They reached out for some t-shirt designs, and I ended up redesigning their branding and logo at the same time. The company was originally branded as "GRV" but I suggested "grVentures" so that it would be easier to discern what the company did.
I tried different combinations of thicknesses in the font to see what would be more attractive. It was a tough decision, as the bold "gr" in the shortened text was nicer than its counterpart, but the thin "glassroots" in the expanded text was more appealing than its bolded form.
The final t-shirt design. Very simple and typical for startups. The "#outliers" is grVenture's tagline.
