These past few years, we have gone by TLcom Capital, some have spelled it TLCom, others pronounce it as Telcom and today, we are standardising it to all caps TLCOM.
But the name is only the first piece of what is changing. Behind it sits a new mark, a new colour system, new typography and most importantly a redefined identity.
This closes a year of internal work that examined not just how we look, but how we want to be understood.
As an early-stage fund, we want to be clear about our conviction about African VC to the founders we fund, the investors who fund us, and the ecosystem we build alongside.
Why now
TLCOM began in 1999, funding startups in Europe during the internet boom, you can almost guess what the meaning of the name is. In 2014, we were one of the first investors who turned their attention decisively on Africa. Since then, we have evolved, led and signalled to the market.
Through thousands of pitches, hundreds of diligence processes, and a portfolio of founders who have defined categories that have set the foundation for what many are building today. This is what we call compounding.....an effect in the ecosystem that sums up our role: to find & fund.
- Finding requires presence, access and judgement. It is how we recognise exceptional founders early.
- Funding is to commit capital and the credibility that comes with it. We fund with our networks, championing and advocating for the founders we fund. The word "fund" usually brings cash to mind first, and we are fine with that. It reminds us of our primary responsibility, even though we give our portfolio much more than just capital.
These words helped us articulate our mission statement:
We find & fund tech startups with the highest return potential.
Our core beliefs? Holding rigour and openness together
During this process, we realized, learned and acknowledge that TLCOM is known for its seriousness and institutional discipline. Almost too much that we are assumed to be a growth fund.
One question remained clear for us during this process. How can we preserve the discipline, rigour, our warm candour all while becoming more approachable?
But one thing remained constant, the perception of a big brother, one that others reference, one that signals what is happening in the ecosystem.
That balance shaped the strategy, language and identity that followed.
The idea beneath the identity
Every part of the new brand brings us to one central idea: the signal of trust.
Venture capital runs on trust, exercised in the face of uncertainty. Founders trust us with companies built on years of personal sacrifice. The market trusts founders more when a credible investor stands beside them. Limited partners trust fund managers to make sound judgments on their behalf. And inside the firm, we trust each other to challenge assumptions and own the calls we make.
We have earned that trust over the years.
Staying present with founders long after the close of fundraising rounds. Putting years of data and insight behind every decision we make with investor capital. Showing up as an active participant in the ecosystem and curating initiatives that bring people, ideas and capital together.
The signal itself is strengthened through decisions, behaviour and results. It has simply found a clearer, more consistent expression through the new identity.
The beacon of reference
The new logomark is inspired by the far sight view of a lighthouse tower. It anchors the signalling identity and gives TLCOM a consistent, recognisable presence across every touchpoint.
A lighthouse's value lies in its beacon: the light that gives it a dependable point of reference. It studies the conditions, holds its position, and helps others navigate with greater clarity. That is the role we play for founders, investors and ecosystem partners:
A credible reference point within African venture.
The lighthouse base
The beam is a separate device built from the same idea, a lighthouse's reach rendered as a graphic tool. It shows up as a background texture and a container that holds text or images. It also strips down to a footer element across our documents and our email signatures.
Wherever it appears, it points attention in one direction. It keeps the identity consistent across use cases. This includes reports, presentations, digital platforms and physical environments, even as the materials themselves change.
A more distinctive presence
The wider identity was developed to balance authority with warmth. Let us be honest, blue is always assumed as too serious.
Our primary colour Apex, the deep blue at the foundation of the palette, carries the weight and stability of an experienced investment firm.
Our secondary colour Beacon is a brighter, more directional blue, bringing visibility and direction.
The Ignite, a warm orange, and Foundry, an earthy brown, colours introduce warmth, energy and grounding.
Our typography follows the same principle. One typeface is expressive: elegant and warm, used for headers and the moments meant to make a strong impression. The other is built for clarity, used in buttons, labels and in the body copy of our everyday communication.
Together, these elements ensure the brand is experienced consistently, whether that's a pitch meeting, a report, or a social post.
Candour, expressed with warmth
The work also clarified how TLCOM speaks.
We describe our voice as warm candour. If you have met any of us, you can attest to our warm personalities. It means taking clear positions in direct language. It also means admitting, plainly, where we are still uncertain.
This means saying what we believe without hiding behind vague language. It means giving founders feedback that is frank and useful. It means communicating with investors clearly, without unnecessary complexity.
This is still TLCOM
Our identity may be new, but our commitment remains the same.
Our conviction has always been strong, and consistently before consensus, and we will continue to play this role. That means doing the detailed work required to form a view, sharing these signals and committing to helping compound the VC ecosystem.
TLCOM is an Africa-focused venture capital firm. We find & fund tech startups with the highest return potential.
