Backed is a new seed fund based in London. We named the company ‘Backed’ as it straight-forwardly reflects what they do. It also lends itself nicely to messaging, such as, ‘Tomorrow. Backed’, ‘Audacity. Backed’, ‘Founders. Backed’, ‘Irreverence. Backed’, ‘Outliers. Backed’.

We also gave Backed a neat tagline, simply, ‘100%’.