LendMe Фирменный стиль by Ruis Vargas is a highly esteemed winner of the very prestigious 2021 Железная премия A' Design Award in Дизайн графики, иллюстрации и визуальных коммуникаций Competition Category.
ЖелезнаяГрафика· 2021
LendMe Фирменный стиль
by Ruis Vargas
Client: Laika
Железная премия A' Design Award Winner in Графика Category
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- Verified Award Winner
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The Design
About LendMe Фирменный стиль
LendMe — фирменный стиль, разработанный для компании, работающей на рынке кредитования под залог жилой недвижимости. В основе логотипа лежит знаковая структура, отсылающая к бинарным кодам, уравновешенным относительно друг друга: это одновременно намекает на математическую идею и на двусторонние отношения между компанией и её клиентами. Цветовая палитра построена на принципе дополнительности: фиолетовый выступает базовым цветом, а оранжевый и синий — поддерживающими оттенками для разных сообщений и аудиторий. Носители фирменного стиля включают визитные карточки, конверты, корпоративную презентацию и панель уличного освещения с рекламой.
The Recognition
About the Железная премия A' Design Award
LendMe Фирменный стиль — лауреат Железной премии A' Design Award, престижного признания, присуждаемого хорошим проектам, которые отвечают профессиональным и промышленным требованиям, ожидаемым от хорошо продуманных творений. Обладатели Железной премии демонстрируют большое мастерство, высокую специализацию, экспертное понимание и творческие способности их авторов. Ожидается, что LendMe Фирменный стиль станет высокоценимым, вызывающим восхищение и дорогим сердцу творением, практичным и инновационным. Этот проект, получивший Железную премию A' Design Award, интегрирует лучшие отраслевые практики и обладает компетентными техническими характеристиками, сочетающимися с ноу-хау и талантом. Благодаря основательности LendMe Фирменный стиль заслуживает уважения и создан для того, чтобы улучшать качество жизни, помогая сделать мир лучше.
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
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