Brand Identity, Messaging and Website Design
Founded in 2012, Droit is a global financial technology company that has pioneered computational law and automated real-time decision-making that helps investors navigate the complex financial regulatory system. The company‘s innovative technology supports billions of dollars of global trading decisions made by many of the world’s most prominent financial institutions, including Goldman Sachs, Morgan Stanley and UBS, among others. Pentagram has developed the brand identity, messaging, tone of voice, website and brand animation for Droit, as well as the name for its award-winning product platform, Droit Adept.
Natasha Jen's brand identity for Droit captures the constant evolution, responsiveness and optimization of the platform. To develop the concept, the designers focused on the contrasts between the volatile nature of the fintech industry and Droit’s safe, responsive solution: complexity versus simplicity, regulation vs. freedom, virtual vs. actual. The identity balances these dualities in a logotype that combines two different custom typefaces, intersecting at various contact points.