Back to the future: Studio zur Strassen invests in optimism with its ’60s-inspired look for Extantia

Venture capital firm Extantia invests in climate pioneers, specifically those creating software and hardware solutions that have the potential to redefine industries. It backs companies focused on enhancing innovations in energy, carbon removal, and industrial processes. Their reimagined identity, led by design practice and strategic consultancy Studio zur Strassen, emphasises the role of industry in the climate crisis. “While industries have been part of the problem for a long time, industrial innovation is the key to the solution,” Founder Yannick zur Strassen tells us. “Extantia is powering what could be called Industrial Revolution 2.0 – one that benefits both people and the planet. They call it Carbon-Cutting Capital.” The identity explores two areas of balance and harmony – circularity and the symbiosis between humanity, the planet, and industry, along with themes of urgency and optimism. The 1960s, described by zur Strassen as “an era of optimism fueled by space exploration, computing breakthroughs, and the belief that technology could be a force for good,” served as a key inspiration point for the identity’s thematic and visual direction, which aims to “reignite a sense of tech-positivity, reminding us that innovation, when done right, can help solve the challenges we face today.” The design language of that time – typography, colours, and layouts – can be felt in several areas of the brand. The logo, an abstract ‘e’, takes cues from the “bold, simple, and abstract marks” of 1960s logo design with a form that evokes an expanding planet with an equator-like line. “We set out to create a mark that represents planetary health and balance while feeling at home in the world of finance and investment,” adds zur Strassen. “After all, Extantia isn’t an NGO – it’s a venture capital firm.”