Finez | Brand Identity
About the project:
As part of a 2 week design challenge, the brief provided was to create a brand identity for a digital mobile credit card and personal loans provider brand for the youth of India. Created for the challenge was Finez.
Finez is designed to meet the needs of the tech-savvy generation who want access to financial services anytime, anywhere. Overall, Finez is the ultimate financial tool for the youth of India.
They aim to be be the fastest selling credit card with the largest number of members and become the no. one card for the youth.
Project Year:
Category:
2023
Branding & Identity Design
Ideation
Visual Identity
Primary Logo
Finez’s primary logo consists of a visual icon and clean typography as well as usage of solid colours and gradients.
Finez is the respresentation of finance done with ease and done well. This primary logo is to be used on all branding assets of the company.
Logomark
The icon is a secondary brand element which represents the brand identity & name by reflecting the concept of something “well done” which is what Finez stands for.
Beyond digital applications, such as social
and mobile icons, where the icon can
stand on its own, it should always be used in
combination with the primary logo
Tagline
Referring and following Finez’s choice of tone of voice we have the tagline of “It’s simple, really!” representing the youthful and direct communication.
The icon has been scaled up slightly to maintain balance with the typography.
Clearance
The clearance space to be follow all around the logo when used for collaterals is the width of the letter ‘n’ present in the logo.
In the clearance space represented, the width of the letter ‘n’ is 40 px.
Scale
Ensure readability and legibility of logo at all sizes for both print and digital media.
Minimum width for print: 1 inch
Minimum width for digital: 75 px
Typography
Heading
Sofia Pro
Medium | Semibold | Bold
Body
Poppins
Extra Light | Light | Regular | Medium | Semibold | Bold
Hierarchy
The following type hierarchy/ system should be used across all brand collaterals.
It ranges from Poppins bold as the headliner or title usage to Poppins regular for all body content.
A call can be taken to use the other weights for usages not listed here.
Colour Palette
Primary Colour Palette
The following palette consists of the colours used in the primary logo. These are also the primary colours of the brand to be used across all brand assets.
Secondary Colour Palette
The following palette consists of the colours used as the secondary colours. These secondary colours are to be used as part of graphic elements or with text content when the primary palette does not offer enough diversity.
Gradient Palette
Gradients are inspired by our full colour logo. They help create strong brand recognition mirroring elements of the logo. The use of gradients also help create a modern, digital feel.
Visual Elements
Illustrations
The following style of graphics can be used as elements across all brand collaterals of Finez.
This style consists of a soft, low poly and rounded finish to the 3D made graphics. They must resonate that of being youthful.
The must have a very slight glossy if not then matte like finish.
They all must use only the colours stated in the colour palette section of the guidelines.
Gradient
The hazy, rounded, circular forms are uncomplicated, familiar, and produce a friendly user experience. The shape can be altered but must follow the same user experience or feeling.
Bright and empowering gradient brand colours are used to fill up shapes.
Across elements the direction of the gradient can vary but it has to be maintained as linear.
Application
Card Design
The following is a sample usage of elements and identity for a card design. The placement of the logo and elements such as card details must be maintained as represented. The graphic used as the background can be replaced by new graphics made according to guideline
Landing Page
The following is a sample usage of elements and identity for a landing page design. The usage of gradient, 3D graphics, colour and typography have been explored and demonstrated here.
Social Media
The following is a sample usage of elements and identity for a Social Media design. The usage of gradient, 3D graphics, colour, typography and photography have been explored and demonstrated here.
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