Brand Attributes / keywords:
Setting brand attributes is an important step for a guided process, in order to reflect the essence and core values of a business and communicate that to the target audience.
Once the brief is set up and the research done, I spend time sketching and exploring different directions.
After choosing the options from the sketches that’s I feel represent the brand most, I then move to the vectorizing stage for a better visual interpretation and justified selection.
I had to create a logo that's has to distinguish from the regular banking and finance businesses giving it a fresh and modern look communicating with younger and newer generations (millennials, tech-savvy couples), the logo work as a separate icon and wordmark, The mark shows a couple joint together forming a J letter, it’s evokes a strong feel of collaboration and unity and form a loop of solid constant and shared management of expanses and life in general.
Colors and typography:
primary type as selected is nexa, the curves were edited to match better with the mark, for the colors a fresh blue gradient was chosen communicating with young, fresh and tech-savy generations.
Grid construction and spacing:
Grid helps to establish geometric perfection creating order, harmony and precision in curves, lines and spacing.
Logo in use:
My main mission was to create the logo only, the purpose behind those scenes are to show the versatility of it and it's compatibility to get adapted in different uses.
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