Financial services don’t have to feel intimidating.
Loancart
Identity systemBrand manual
Clear, contemporary and approachable.
Loancart offers home loans and refinancing. It needed an identity that could carry financial services across consumers, employers, media and stakeholders, and stay consistent on every surface.
The customer is not after a loan. They are after a home.
The category can easily become serious, corporate and intimidating. Most financial symbols are abstract.
The question
How do you make a home loan feel less intimidating, and still look like finance you can trust?
The letter A becomes a home. The two lines beneath it are stairs.
It connects the category to something tangible, and to the idea behind the brand: open doors.
Deep Sapphire is paired with Cadmium Yellow.
The blue gives a financial brand trust. The yellow brings optimism into a serious category.
A pattern of small geometric forms travels across every application.
It creates recognition through visual language, so the logo does not have to dominate every surface.
Five traits sit behind the graphic elements: happiness, growth, ease of access, accuracy, technology.
The graphics reinforce a personality. They are not decoration.
The manual shows what not to do as clearly as what to do.
An identity has to survive different teams, vendors and channels.
Minimum sizes are fixed: 25 × 31 mm in print, 15 × 18 px on screen.
The mark was designed to behave consistently, not only to look good.
Three layers.
Aventa is the brand typeface. Caros is the secondary. Poppins carries the same clarity on the web.
Great rates, for life.
The tagline, beside the line “Your personal guide for home loans.” Guidance, and value.
One brand, one voice: stationery, merchandise, vehicles, presentations, advertising, photography direction and icons all follow the same rules.
A set of rules for how the brand behaves.
The identity is much more than a logo. It takes a financial brand from its core idea to every customer and stakeholder touchpoint.
Identity
Symbol, logotype, clear space, minimum sizes, colour and type systems.
Visual language
Brand elements, pattern, shape language, iconography, photography direction.
Corporate
Visiting cards, letterhead, envelope, presentation templates.
Marketing
Advertising layouts, vehicle branding, merchandise.
Digital
Web typography, app icon, profile icon.
With
Made in collaboration with a partner studio.
That was the short version.
The full story has every decision, the reason behind each one, and more of the work.
P.S.
A brand system designed to open doors.
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