LendMe Aithne Branda by Ruis Vargas is a highly esteemed winner of the very prestigious 2021 Duais Iarainn A' Design Award in Dealbhadh Grafaigean, Dealbh-mhìneachaidh agus Conaltradh Lèirsinneach Competition Category.

IarannGrafaig· 2021

LendMe Aithne Branda

by Ruis Vargas

Client: Laika

Duais Iarainn A' Design Award Winner in Grafaig Category

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Verified Award Winner

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Colors

The Design

About LendMe Aithne Branda

Is aithne branda í LendMe a cruthaíodh do chuideachta a fheidhmíonn i margadh cothromas tí. Úsáideann an lógó struchtúr íocónagrafach a thagraíonn do chóid dhénártha atá cothromaithe in aghaidh a chéile, rud a thugann le fios smaoineamh matamaiticiúil chomh maith le caidreamh déthreoch idir an chuideachta agus a cuid cliant. Tá an pailéad dathanna comhlántach, le corcra mar bhonn agus oráiste agus gorm mar thonaí tacaíochta do theachtaireachtaí agus do lucht féachana éagsúla. I measc na bhfeidhmeanna tá cártaí gnó, clúdaigh litreach, léiriú institiúideach agus painéal soilse sráide.

The Recognition

About the Duais Iarainn A' Design Award

Tha LendMe Aithne Branda air Duais Iarainn A' Design Award a bhuannachadh, aithneachadh urramach a bheirear do dhealbhaidhean math a choinnicheas ris na riatanasan proifeiseanta is gnìomhachais a thathar a' sùileachadh bho chruthachaidhean a chaidh an dealbhadh gu math. Tha buannaichean Iarainn a' nochdadh sgil mhòr, speisealachadh àrd, tuigse eòlaiche agus comas cruthachail an luchd-cruthachaidh. Thathar an dùil gum bi LendMe Aithne Branda na chruthachadh air a bheil mòran meas, ion-mholta agus gràdhach a tha practaigeach agus ùr-ghnàthach. Tha an dealbhadh seo a bhuannaich Duais Iarainn A' Design Award a' cur nan cleachdaidhean as fheàrr sa ghnìomhachas còmhla agus tha feartan teignigeach comasach aige ceangailte ri eòlas-dèanamh agus tàlant. Tha meas air LendMe Aithne Branda airson a dhùrachd agus chaidh a dhealbhadh gus leasachaidhean càileachd beatha a thoirt seachad a chuidicheas le bhith a' dèanamh an t-saoghail na àite nas fheàrr.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: To operate in the home equity market, a group of investors sought to build a brand that would convey the concept of help and solidarity, in a balanced financial relationship with its client.
From this premise, the LendMe brand was built: the logo structure has an iconographic representation that refers to binary codes balanced between each other, suggesting both a mathematical concept and the relationship between LendMe and his client, where lending is a two-way street.
Dimensions & Packaging: Business card format 90 x 50 mm printed on 300 g offset paper, in 4 x 0 CMYK colors, pasted to reach a weight of 600 g. Envelopes, format 220 x 310 mm and format 150 x 210 mm, printed on 120 g matte couche paper, in 4 x 0 CMYK colors. Light panel: 1200 X wwl800 mm.
Tags: Brand, logotype, illustration, visual identity, Laika Design
Production Technology: The identity project consists of business cards, printed in 300 g weight, envelopes, institutional presentation and street light panel.
Design Challenge: Lend Me emerges with an ambition: to present the consumer an alternative to the traditional model of bank and customer relationship. Thus, the LendMe brand language represents the attitude of rupture with the current model. The graphic elements, the pictograms, the logo and the color palette are the synthesis of the brand's purpose: objective and welcoming, practical but well supported in principles.
Research: The Laika method is based on the synergy between linguistic and pictorial skills. Every project begins with the construction of its meaning, an affirmation, and the need to design small graphic narratives. Thus, the brand and its visual identity elements, made by Laika, allow the creation of diverse visual narratives, which contemplate the daily needs of communication and realization of the culture of the LendMe brand.
Inspiration: The aesthetics of LendMe seeks to create a graphic environment structured and sustained by itself and solid. Thus, the use of colours sought to establish a complementary palette, in which purple is the basis, trust, and orange and blue are the colours of the relationship, effusive and intense. Just as the logo has a binary structure, representing relations antagonistic essence, the use of colours allows working with duality, from the welcoming and intense to the sober and balanced.
Project Duration: The project started in February 2020 and finished in May 2020 in Sao Paulo, Brazil.
Operation Flow: The need to transitioning between as distant audiences as consumers and companies was the premise of the brand. Therefore, the language project should anticipate the flotation on the daily approach of the communication of the LendMe brand. The result was the establishment of the usage of the brand colours in an elementary didactic, fitting colour to the brand’s voice and identity. The elements of visual identity transit from abstract and technologic, on the communication with corporative clients, to emotional, in the usage of humanised pictures, which deal with a closer relation with the final client.
Patents: Laika Design
Team Members: Ruis Vargas, Creative Director, Agnes Svilenov, Designer
Image Credits: Laika Design