Office of Overview rebrands Odin, the Shopify for venture capital

Billions of dollars flow into start-ups every year in the name of progress, yet much of venture capital ends up optimised for marginal convenience instead of the futures it claims to chase. As the quote goes: “We wanted flying cars, instead we got 140 characters.” Odin sets itself against that drift. The platform lets anyone launch and run a private investment firm from their phone, handling the legal structuring, investor onboarding, payments, reporting and exits that sit behind an SPV or fund. Think Shopify for venture capital, with more than $500m in assets already administered for over 200 emerging managers and deal-by-deal investors. The rebrand by Office of Overview emerged from a single line. When Odin’s founder Paddy Ryan described the company, he reached past the clichéd language of fintech, describing Odin as a “progress machine shaping how the future gets built through capital, institutions and the people who influence them.” For the London-based design company, that quote was the brief. A progress machine could not behave like financial technology built to offend nobody. Instead, they designed for the founders building difficult futures, the investors willing to back strange convictions before consensus arrives, and the people irrational enough to believe they can reshape society. At the centre of the rebrand is the eye-like logomark that feels like an engineered shape with the precision of a machined component. “The myth of Odin was that he sacrificed his eye to gain eternal knowledge,” explains Design Director Avi Bamra, “so it works in both present and historical contexts.” The eye carries the belief and the perspective of people with the vision to change the world, drawn as a piece of hardware. It even appears as a machined carabiner, the lozenge of the eye cast in steel.