EquityZen Unveils New Logo and Branding to Mark Next Era of Private Market Investing for the Public

Pre-IPO Platform Celebrates 10 years of Investing in the Secondary Market with Rebrand

NEW YORK--(BUSINESS WIRE)--This year, EquityZen celebrates 10 years of bringing “Private Markets to the Public.” As part of a company-wide reinvigorated commitment to expand access to the private markets, EquityZen is launching a new brand, redesigned website and other new experiences based on insights from current and future clients.

Visually, EquityZen.com brings to life not just the redesigned brand system – logo, color palette, illustrations and beyond – but also highlights the values of access and partnership brought to various audiences including retail and institutional investors, shareholders, and private companies.

“Over the last ten years, we are proud, humbled and honored to have built deep and lasting relationships across the industry,” said Atish Davda, CEO of EquityZen. “Through one-to-one conversations and a tailored user experience at scale, we have been able to establish trust and guide new entrants through the private markets. Our new website has taken these learnings and brought them to the ‘page’ – along with some amazingly supportive quotes from our clients – as we seek to welcome a broader and more diverse set of investors and shareholders interested in exploring a market that had until recently only been open to a select few.”

Episode Four led the development of the brand strategy, which provided insight on those who are interested in accessing the private companies shaping tomorrow’s world. EquityZen can uniquely serve these new clients through the lowest investment minimums in the space and commitment transactions that were once complex into simple and streamlined ones through proprietary, purpose-built technology.

The visual identity system was developed by No Filter Creative. The No Filter team started with a logo that draws inspiration from Zen philosophy, like the company itself, and incorporates the concept of “The Middle Way,” a path of balance between extremes, representing harmony and growth. For the math geeks within the company and community – and there are many – it also evokes the triple bar indicating equivalence and “the power of three,” also signifying the commitment to equality through the democratization of access. Moving from the logo, a supergraphic with the central line “Path” is often used with beautiful imagery evoking the industries we serve. A broadened color palette and distinctive fonts, illustrations, icons and animation give the system the energy and purpose of empowerment that clients know to be part of EquityZen’s core.

“The full EquityZen team has embraced and been committed to this new, client-centered approach from the moment they first were introduced to the research findings and design language,” said Jean Brandolini Lamb, Head of Marketing for EquityZen. “It’s because of these employees and our talented partners at No Filter Creative and Episode Four that we are able to bring to life the commitment, partnership and empowerment that our clients have always valued throughout our ten-year history. We are especially grateful for our many clients who shared their insight and experiences as critical input into this work.”

The relaunch of EquityZen.com began on Tuesday, August 15, and will continue to roll out across the public site, help center, client site and blog. The first reveal of the new visual identity happened on Sunday, August 13, in Times Square thanks to a partnership with Hope Hydration.

About EquityZen

Since 2013, the EquityZen marketplace has made it easy to buy and sell shares in the private companies shaping the future. EquityZen brings together investors and shareholders, providing liquidity to early shareholders and private market access to accredited investors. With low investment minimums through our funds and with more than 35,000 private placements completed across 400+ companies, EquityZen leads the way in delivering “Private Markets for the Public.”