SoftBank Latin American Fund

For 35+ years, SoftBank has helped fund companies and founders that benefit everyday life across the globe. In 2019, SoftBank created the US $5 billion Latin America Fund to partner with the entrepreneurs defining the future of the region.

The LatAm fund presented a unique challenge— how do we harness the bold ambition of the SoftBank brand alongside the hardworking, grounded spirit of entrepreneurship the Latin America Fund is designed to serve? We worked with the fund’s leadership to create a brand identity, messaging and website that spoke to their unique spirit—ambitiously architecting the world’s next massive growth market.

We developed a visual identity for the LatAm Fund that emphasizes the fund’s connection to SoftBank while reflecting the excitement and dynamism of the region. The mark’s rectilinear forms call to mind the SoftBank Group’s logo while a vibrant color palette borrows from the national flags of the fund’s four “heartbeat countries” (Argentina, Brazil, Mexico, and Colombia). Magazine Grotesque, drawn by Daniel Hernandez and released through Latinotype, is used throughout the identity system.