Old Logo
We first analyzed the previous logo and discovered that it can be improved considerably. The symbol graphics seem outdated and the typeface used is not the most appropriate for a logotype as it is better suited for paragraphs. We liked the tagline "com você" because it added a hand-drawn element that makes the brand seem closer to the user. Nevertheless, the client wanted to have a logo without tagline, so we started ideating with this in mind.
Definition
Traits
Main concepts
INNOVATIVE
It seeks to break paradigms and be at the forefront of today's world of work.
UTILITARY
In the philosophical sense. To consider that the best actions are those that bring the greatest well-being and happiness.
HONEST
It is transparent, reliable and credible.
EXPERT
It is highly literate in its areas of action, both in hard knowledge and in the ability to transmit it.
TECHNOLOGIC
It is up to date with advances in telecommunications and new media.
First logo and branding ideas
The first logo ideas were presented along with complementary graphics to put them in context and reflect the brand’s proposed identity. Advertising banner, business card, tote bag and an app login screen were created for each proposal.
Sketching
Final logo and brand
The selected proposal features a playful logotype that uses typography to communicate the company’s innovative and up-to-date approach to personal finances and communication with the users. The green color is RGB friendly to emphasize its digital identity, while also being able to be replicated using PANTONE.
Web
A website with improved usability and a smoother interface was commissioned. It involved the analysis of the previous website’s architecture and the proposal of a simpler way to navigate it and complete the desired actions.
