Ruis Vargas LendMe Brand Identity
LendMe Brand Identity is Iron Design Award winner in 2020 - 2021 Graphics, Illustration and Visual Communication Design Award Category.
LendMe Brand Identity

LendMe is a fintech specialized in home equity and financial technology services, attending both consumers and companies. The brand icon is the representation of the binary information and the brand identity is based on two secondary colours, which are combined with the main colour according to the context of the message and its audience, being blue for B2C and orange for B2B. The language design consists of pixel-shaped pictograms and wireframe curve patterns, allowing LendMe to modulate its behaviour from figurative to abstract, from human to technological.

LendMe Brand Identity
Ruis Vargas LendMe
Ruis Vargas Brand Identity
Ruis Vargas design
Ruis Vargas design
Ruis Vargas

Since 2001, Ruis Vargas has been heading the Laika pack. He uses his tentacles to work the WORDS into shape – reaching screenplays, literature, critical essays and a variety of texts in the vast universe of semiotics, history, art and culture – and to conceive them graphically. DRAWING is his material thinking: the visual body of ideas, elaborated with the techniques of illustration, typography, design and photography. Further to Laika’s productions, Ruis Vargas is the creator of graphic novels and comic strips that have been published for many years in newspapers and magazines and have been recently collected in a series of books. Such is the extension of his tentacles, which explore an immense ocean of creative and conceptual possibilities, giving life and form to ideas: new lines, logic, aesthetic sense and applicability.


Laika is a design studio in a small tree-lined village in São Paulo. Just like the space travel female dog that gave its name to the Laika office, it's a way of looking at the same object from a different point of view. Since 2001, Laika has been traveling through the most diverse design modalities, always beginning from a method that starts from semiology and discourse analysis, for brand building.