“For entrepreneurs, by entrepreneurs”

The mission statement for Fundamentum, launched in July by Nandan Nilekani (Infosys/Aadhar) and Sanjeev Aggarwal (Helion), is quite fitting for this project introduction.

Fundamentum is a 100 million fund for technology startup that will not only provide the financial support but also mentor and support the companies as they grow.

Conceptually we wanted to create a logo which embodied the notion of a strong foundation and companies scaling up through measured growth. The bars below the 'U' gradually step up through the 'E' and 'A' to above the last 'U' to literally imply a building foundation and therefore stability. The orange bars below and above U show start and finish points. The logo colours are deep blue which speaks to the depth of business acumen of the founders and orange to indicate an appetite for risk and setting yourself apart and the font choices point to minimum fuss, contemporary outlook on which the company is founded on.

The website is an extension of this identity. A clean, responsive, single scroll site with a minimally extended colour palette, it uses the bar element as a navigation indicator and place keeper. The user is invited to find out more about each section but is immediately given key information to show what is necessary. The style of the whole site, including the photographs taken by the very talented Khushi Mishra, is meant to convey a contemporary and casual but efficient vibe. 

Website link: http://fundamentum.co.in/