Moneyfarm: Brand



Logotype

The Logo Symbol is the representation of a pie chart with a raising graph - it is a simplified and rebalanced redesign of the previous symbol. We wanted to go with a more modern and cleaner approach which we have achieved by joining up the segmented logo.

The typeface is a redesign of Galano Grotesque by Rene Bieder and has been chosen to compliment and balance perfectly with the logo symbol. The consistent and even characteristics of the typeface mirror the form made by the logo symbol, meaning they work together or apart.

The logo can be used on any of the official branded colours, on white, on black or on any imagery. The logotype should not be altered in any way, as to keep brand consistency and integrity. 

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Logo construction & clear space

To keep the logotype looking in proportion and meaningful, the spacing as been calculated as X. Varying values of X are present throughout. The logo and type have been horizontally aligned. Due to the optical nature of the logotype, if it is being ranged with a centre composition, some visual offsetting might be required, since the whole asset can often appear “left heavy”.

It is important to keep corporate marks clear of any other graphic elements. To regulate this, an exclusion zone has been established around the corporate mark. This exclusion zone indicates the closest any other graphic element or message can be positioned in relation to the mark.of the the symbol itself and our company name – they have a fixed relationship that should never be changed in any way.







Brand colours

Moneyfarm's old brand colours were dull and not reflective of the excitement associated with the pioneering company that is Moneyfarm. So a refresh was needed to not only make the brand more modern, but the bright palette lends itself to be more friendly and approachable.

Moneyfarm has four official colors: MF Midnight Blue, MF Cyan, MF Yellow and MF Magenta. These colors have become a recognizable identifier for the company. MF Midnight Blue should be used as the dominant color palette for all internal and external visual presentations of the company.

The Extended palette features darker, darkest, lighter and lightest versions of each colour.

In addition to the main 4 brand colours we have neturals and semnatics. Neturals (varing shades of grey with slight cyan tints to them) are mainly for backgrounds, while the semantics are for demonstrating a positive or negative action or situation.

Along with the new colours, there are new rules on how to use them properly. Moneyfarm’s colour usage has been worked out as a “60:30:10” ratio. This means that 60% of the overall design should feature MF Mightnight Blue, 30% of the MF Cyan and 10% MF Yellow. This ensures a consistent tone. The MF Magenta should only be introduced in illustrations, iconography and photography minimally.








Typography

To keep the logotype looking in proportion and meaningful, the spacing as been calculated as  X. Varying values of X are present throughout. The logo and type have been horizontally aligned. Due to the optical nature of the logotype, if it is being ranged with a centre composition, some visual offsetting might be required, since the whole asset can often appear “left heavy”.







Iconography

To keep the logotype looking in proportion and meaningful, the spacing as been calculated as  X. Varying values of X are present throughout. The logo and type have been horizontally aligned. Due to the optical nature of the logotype, if it is being ranged with a centre composition, some visual offsetting might be required, since the whole asset can often appear “left heavy”.



Moneyfarm: Brand
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Published:

Moneyfarm: Brand

8
52
0
Published:

Creative Fields