LendMe Brand Identity

LendMe Brand Identity is a comprehensive visual communication system developed for a fintech company specializing in home equity and financial technology services, created by designer Ruis Vargas and Agnes Svilenov in 2020. The identity system demonstrates sophisticated binary-inspired design principles, utilizing a strategic color palette where purple serves as the foundational color representing trust, complemented by orange for business-to-business communications and blue for business-to-consumer interactions. The design's cornerstone is a distinctive logo that embodies binary information representation, symbolizing the balanced relationship between service provider and client. This innovative visual language incorporates pixel-shaped pictograms and wireframe curve patterns, enabling seamless transitions between figurative and abstract expressions, effectively bridging human and technological elements. The comprehensive identity system, which won an Iron A' Design Award in the Graphics, Illustration and Visual Communication Design category, encompasses various touchpoints including business cards produced with specialized 600g weight paper, institutional presentations, and large-format applications. The design successfully addresses the challenge of creating a brand identity that breaks away from traditional banking aesthetics while maintaining professionalism, achieved through a carefully structured graphic environment that modulates between welcoming and intense to sober and balanced visual expressions, effectively serving diverse audience requirements from individual consumers to corporate clients.

Author: Adam Dawson

Keywords: brand identity design, fintech branding, visual communication system, binary-inspired graphics, financial technology aesthetics, corporate identity design

SOURCES:
https://competition.adesignaward.com/119666

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