The Color Palette
A medium gray has been chosen for the base color of this brand. This will represent the banking industry as a foundational construct. The absence of a color or accent will serve to be a basis for the other colors and elements. Since this brand will represent banks and their best interests, the removal of color will be the base and the other colors will evoke emotional responses.
A medium blue has been chosen for the second color of this brand. The information technology industry has traditionally been represented by the color blue. While this has been hastily applied and replicated in some instances where professional design has not been applied, tradition will evoke emotional response and represent information technology as a whole.
Securing information requires a brand to set a tone with color that information must be safe and secure. The color blue causes tension to be reduced when properly implemented. The color must also represent flow of information to and from businesses which leaves blue as the predominant choice.
A medium, semi-muted green has been chosen for the third color of this brand. Businesses as a whole will be represented by the color green also representing the capital investments in information technology and the amount of commitment that it takes to qualify by financial institutions.
The emotions evoked by the color green also produce a calming and slowing effect. Another response brings our minds to health & organic growth.
The Trademark Icon
1. Proposed Trademark Icon is an abstract presentation. This identity mark presents the identity mark in a complete symmetrical balance. The sectioned sphere with a center that evokes ownership to the representation of a bank business. As the visual assets of the brand develop and mature the finite sections will continue to evolve as a reference to architecture, providing a supporting element of physical security to the calming elements of the medium grey, blue and green.
2. Proposed Trademark Icon is an abstract representation of human interaction. This identity mark represents human interaction among people in banking (gray) communicating with people in business (green). The third implied element of the design personifies information technology itself as a sort of mediator between two business professionals who seek to be qualified.
3. Proposed Trademark Icon is a physical, illustrative representation of a meeting. This identity mark presents the brand as a business meeting between people in banking and people in business proposing to them. The human shape elements balance the discussions that take place re-enforcing the calming nature of the color palate while producing a prominence evidenced by a physical promotion of the natural tendency of posture to occur within business meetings with expression. The center elements represent the use of technology products from both the banking industry and the applying business.
4. Proposed Trademark Icon is an abstract representation of communications. This identity mark presents the brand as a continuous line of communication with equal representation between people in banking and the business representatives that apply to them. The included personification of the "information technology assets" shared between the banking industry and people in business is also presented as a human element, much like a physical security professional.
5. Proposed Trademark Icon is a balanced, abstract human interaction. This identity mark presents the brand as a situation where human form is implied. The transition between professionals in business (center green) using the personification of information technology assets to be assessed (second tier blue) and both the physical human and architectural reference of the bank which is represented by the medium gray ring on the edge.
The Type Selection
Proposed Type Selection: The typeface and font selection for this Identity and Logo trademark design are chosen for strength, contrast and elegance.
Strength & Contrast: The final version of this identity will be distributed for inclusion into association with legal and finance contracts and must be immediately and appropriately identifiable within signed documents that form business relationships with financial institutions and the businesses they serve.
Elegance: The identifier portion of the logotype, "Intelligent finance" was chosen to add a calm presence to support the strength of the brand name.
The Logotype
This is a common ground between finance, technology, and business. This is the initial visual presentation that will represent a brand. This logotype will take the role of of presenting the most concise visual reference connecting professionals and businesses and serves to qualify an upper tier of analysis and due diligence for the banking industry.
The trademark icon: The finished version of the trademark icon has a balance, reinforcing a calm presence with the visual elements of design. The grey outer ring grants the qualifying, financial institutions the structural, even architectural security and ownership of the brand. The industry specific, medium blue associated with information technology industry provides a personification of the systems and policies associated with information technology in businesses. The inner-most shape represents businesses that apply to the authority represented by a medium green, also slightly muted as not to overpower the overall brand representation. The combined shape of the trademark icon reinforces both the human form and to touch functions associated with many mobile technology products used in banking by consumers everyday.
The typeface and font selections: The typeface selection and font family selection reinforce the evolution of black and white business documents that have been used in conjunction with the shaking of hands and being signed on the bottom line to be stored securely as a trust to finance and conduct business.
