Positron Brand book Amsterdam, 3 May 2022
Narrative.
Bold bets on science | About We are Positron Ventures, an investment fund for frontier tech startups tackling environmental and healthcare challenges. As investors, we support the brightest minds working on the world's biggest challenges. Why? Because we believe scientific breakthroughs are the key to sustainable progress for mankind and restoring the planet. But also because we believe that investing in frontier tech will provide our investors with superior returns. We have an abiding fondness for frontier technology. We are excited about what is possible. And we are optimists at heart.
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Positive charges for change | Purpose Science and technological innovation have brought us unprecedented prosperity. However, today's convenience, health and wealth have often come at the expense of the planet. We believe we are about to enter an era of accelerated innovation, driven by discoveries at the frontiers of science. But this time, innovation will bring us new prosperity and growth that reduces the footprint, allowing the planet to get back into shape.
Allowing founders to flourish | Mission We are an early-stage investment fund for frontier tech startups in Europe. Our goal is to find, financially support and operationally sustain scientist-entrepreneurs who are determined to tackle the world's challenges on environment and health. For founders whose recent discoveries will have a major impact on the world. We offer support from the very first stages of building a company. By providing capital, of course. In addition to money, we also help founders with networking, deal making or team building, if that's helpful. And if needed, we're also there to provide an occasional shoulder to cry on. If not, no worries, we’ll still love you.
Science to the rescue | Vision We are entering an era of accelerated innovation, fuelled by discoveries at the frontiers of the natural and life sciences. We warmly welcome this impending wave of innovation. It will play a crucial role in making product manufacturing, food production and energy generation cleaner and more efficient, thereby significantly reducing our footprint. Similarly, advancing the frontiers of life sciences will lead to a new leap in life expectancy, health and well-being.
Money as stored opportunity | Narrative Scientific discoveries drive innovation. But to develop them further and bring them to market requires a lot of capital. That's what we provide through our investors. Investing in cutting-edge technology is inherently risky and not for cowards. But the companies we support have the potential to disrupt entire industries or create new markets. If they succeed, the returns will be superior. For our investors and for our planet.
Loyal to the genius | Narrative Radical innovation is about people. About visionary cross-thinkers who can see what doesn't yet exist. We may be naive in our belief that people are fundamentally good. That is precisely why we act with an open mind, free of judgment and with a big heart. The game we play is not a zero-sum game. We strive for win-wins, even if the incentives seem misaligned at first. We are on the side of the founders and work with our co-investors. Committed to creating the conditions in which contrarian geniuses can thrive.
Investors with a heart | Narrative Investors are sometimes seen as calculating and somewhat aloof. We are not. We are in it for the highs and lows, the triumphs and the fears, the adventure of it all. Clearly, we are on a journey to make a positive impact and superior returns for our investors. But equally important, we do it because we love doing it, driven by our affinity for rebellious scientists and persistent inventors. Those who are willing to break through and pursue their beliefs, rejecting status and trivial certainties. We work as a team of friends and are connected by humor, fun and enthusiasm for life. Together we strive to make waves and achieve success. With the belief and determination that what has never been done, can be done by the people we believe in.
In short | Boilerplate Positron Ventures is an early-stage investment fund for frontier tech startups in Europe. With a crush on scientific innovation, we accelerate positive charges for change. Our team of investors, deal-makers and team builders provide capital and hands-on support for startups. We see money as stored opportunity, are loyal to the genius, and we always invest with a heart. Our mission is allowing founders to flourish. Even shorter Positron Ventures is an early-stage investment fund for frontier tech startups. Our team provides capital and hands-on support. We accelerate positive charges for change and allow founders to flourish.
Positron Ventures is an early-stage investment fund for frontier tech startups in Europe. With a crush on scientific innovation, we accelerate positive charges for change. Our team of investors, deal-makers and team builders provide capital and hands-on support for startups. We see money as stored opportunity, are loyal to the genius, and we always invest with a heart. Our mission is allowing founders to flourish. 12
Strategy. The serious stuff
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Brand framework.
Interlinked elements to define, activate, monitor and adjust over time
BRAND Story - Promise - Portfolio BUSINESS Added value for society ● ● ●
Purpose & Vision Mission & Propositions Strategic goals
PEOPLE Intangible characteristics ● ● ●
Norms & Values Behaviour & Rituals Stakeholders
EXPRESSION Physical characteristics ● ● ●
Visual properties Verbal style & claims Evidence
Business. Added value for society
Purpose - Positive charges for change Science and technological innovation have brought us unprecedented prosperity. However, today's convenience, health and wealth have often come at the expense of the planet.
We believe we are about to enter an era of accelerated innovation, driven by discoveries at the frontiers of science. But this time, innovation will bring us new prosperity and growth that reduces the footprint, allowing the planet to get back into shape.
Mission - Allowing founders to flourish
We are an early-stage investment fund for frontier tech startups in Europe. Our goal is to find, financially support and operationally sustain scientist-entrepreneurs who are determined to tackle the world's challenges on environment and health. For founders whose recent discoveries will have a major impact on the world. We offer support from the very first stages of building a company.
Vision - Science to the rescue
We are entering an era of accelerated innovation, fuelled by discoveries at the frontiers of the natural and life sciences. We warmly welcome this impending wave of innovation. It will play a crucial role in making product manufacturing, food production and energy generation cleaner and more efficient, thereby significantly reducing our footprint. Similarly, advancing the frontiers of life sciences will lead to a new leap in life expectancy, health and well-being.
Proposition
Strategic goals
We accelerate success of founders and progress of society as a whole by providing capital and hands-on support to early-stage frontier tech start-ups.
12 months ○ ○ ○ 5 years ○ ○ ○ 10 years ○ ○ ○ ○ ○
Tech startups: ○ Capital ○ Entrepreneurial support ○ Network ○ Dealmaking ○ Teambuilding Investors: ○ Funding opportunities (prospective ticket size ranges from € 0,5 to 2,5m)
team 3P + 2A 6-7 investments 1 fund team 3P + 5A 20 investments / 1 exit fund II in progress 40 investments / 6 exits fund III in progress 2 investments from fund I kick ass Knowledge sharing at higher education Positron awarded
People | Intangible characteristics Norms & Values ○ ○ ○ ○ ○ ○ ○
Being open & optimistic Embracing authenticity & connection Welcoming adventure & learnings Being free & contrarian Keeping it simple & rational Staying healthy, fit & happy Doing good, making waves
Behaviour & Rituals ○ ○ ○ ○
○ ○ ○
Weekly sports together Private diners at home Taking time for personal connection Philosophical discussions about society and life over lunch Periodical events/drinks Cool presents No strict hierarchy/ structure
Stakeholder Relations We build lasting relationships with people important to us ○ ○ ○ ○ ○ ○
Co-workers Founders Investors Support troops Business schools & universities ….
Business.
* Envisioning Positron Ventures by 2030
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As a boutique investment firm founded in 2021, we see ourselves at the forefront of the imminent wave of innovation. Operating from our base in Amsterdam, we aspire to be known as one of the leading investors in early-stage frontier tech start-ups in Western Europe. By 2030 we will be a team of 15 co-workers operating from our Amsterdam base and from our satellite office in a second European capital city. We will stand at the base of at least three to four successful startups. We will handle three funds with portfolios in various frontier technologies. Our senior partners are acknowledged investment experts in frontier tech. They are invited to pass on expertise through lectureships at leading international business schools and universities. Smart ass interns and graduates are queuing up to join our trainee program. Investors feel privileged when invited to partake in the miscellaneous Positron funds.
Expression. Physical characteristics
Visual expression ○ ○
Wordmark (magenta to dark blue) Background icons inspired by positrons
Verbal style & claims Style ○ No nonsense, cut the crap ○ Informal ○ Contrarian Claims ○ Positive charges for change. ○ Science to the rescue. ○ Allowing founders to flourish. ○ Accelerating frontier tech. ○ Loyal to the genius. ○ Impact investors / Positive contrarians. ○ Frontier tech for good. ○ Money as stored opportunity.
Evidence ○ ○ ○ ○
Portfolio of startups Co-investors Fund I Future: ○ Successful startups ○ Funds II & III ○ Sharing knowledge at higher education
Design. The beautiful stuff
Logo The logo design concept is based on the idea of positrons moving in opposite directions. The vibrant colours represent the energy and passion of both the founders and the people they support. The logo can be used with or without the sub-line 'ventures'.
Logo | Versions The logo should be used in full colour on a white or light background. When full colour is not possible, there is also a greyscale, black and white version of the logo.
Logo | Animated The animated version of the logo can be used for the website, presentations and displays. [Work in progress]
Logo | Do’s and dont’s The full colour version of the logo is the preferred version. The logo can be used with or without the descriptor ‘ventures’.
Don’t use the logo in any other colours than provided in the artwork files. Don’t place the logo on a (dark) photographic background or colour. Don’t distort the logo artwork. Don’t use the logo smaller than 30 mm.
Pattern The unique Positron pattern can be used as a background on slides or on the website. It can be used as either a full pattern, or as a smaller crop on the right side of a slide.
Pattern | Animated The pattern also exist as an animated file, that can be used on the website or in a presentation. [Work in progress]
Colours In general, the look and feel is very light and white. The brighter colours can be used for highlights, graphs, icons and call-outs. The two light grey colours can be used as background colours for variation.
Fonts Poppins is used for all headlines and (bigger) texts. Noto Serif is used for long copy. Both are Google fonts.
Design | Website The website is a work in progress, using these visuals as a starting point.
Design | Slides The slides can have either a white or light grey background. On the cover slide, the pattern is used big, on contents slides, a smaller crop of the pattern is used on the right side.
Design | Slides The slides can have either a white or light grey background. On the cover slide, the pattern is used big, on contents slides, a smaller crop of the pattern is used.
Design | Slides Examples of layouts for different types of contents.
Design | Slides Examples of layouts for different types of contents.
Design | Letterhead and business cards Letterhead and (NFC) business card designs. Personal details on the front of the card is optional.