Investment firm Go-Ventures unveils vibrant new name and visual identity

Independent Southeast Asia-focused investment firm Go-Ventures is rebranding with a new name and visual identity. The rebrand aims to reinforces the investment firm’s strategic direction and independence as it targets high-growth start-ups across Southeast Asia, it said in a statement. 

With the rebrand, Go-Ventures will now be known as Argor, a name derived from the words “ardor”, “rigor” and “go” to convey the dynamism, transparency and relentless pursuit of excellence that Argor encapsulates in its mission to support Southeast Asia’s fastest growing companies, it said. The name has been brought to life through a new logo and a bold and sleek wordmark, crafted to reflect Argor’s determination to always create impact in everything they do.

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The rebrand itself will feature a fresh, distinctive and contemporary colours palette and combined typeface to serve as a manifestation of the brand. The dark green colours throughout the identity deliver on trust, experience and gravitas while the light blue indicates Argor’s openness towards different partnerships and experiences, it said. 

The color palette also includes a vibrant pop of bright orange which represents the brand’s tenacity and the bold ambitions they have set sight on. The fonts, Canela Text and Archivo were also chosen as the brand’s typography to be used across all brand communications.

The brand will also revamp its photography style with abstract images to establish the brand as a strong but quiet force. Environmental imagery will be used to tell the brand story and mission, focusing on unique perspectives.

The rebrand was created by WPP company Design Bridge and Partners and was underpinned by the brand's message of “genuine performance”, representing Argor’s mission to be truly authentic in its commitment to its founders and investors, it said. 

“It was a privilege to support Argor in its journey to re-establish its identity at a time of strong growth for the brand. Together we have built an exciting and refreshing identity that captures its commitment to founders and the investor community, maintains its important connection to GoTo and bakes authenticity and passion into its very DNA,” said Ambrish Chaudhry, the head of strategy at Design Bridge and Partners.

Argor was established in 2018 with the backing of GoTo which was then known as Gojek prior to its merger with Tokopedia, as an independent but ecosystem-linked investment firm. Argor invests in high-growth start-ups across the rapidly growing markets of Indonesia and the rest of Southeast Asia. 

Recently, it was revealed that GoTo Gojek Tokopedia's president director and Group CEO, Andre Soelistyo, will be stepping away from his role as CEO and will move up to a commissioner role as deputy chairman, according to a statement by the company.

As a board member, Soelistyo will supervise and advise the company on its strategic direction as it progresses towards becoming adjusted EBITDA positive by the end of the year as well as for its sustainable long-term growth.

Patrick Walujo, who is currently a member of the board of commissioners of the company, has been nominated to become the company's new president director and group CEO, subject to shareholder approval. 

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