LendMe برانڊ آئيڊينٽٽي by Ruis Vargas is a highly esteemed winner of the very prestigious 2021 A' Design Award لوهه انعام in گرافڪس، عڪاسي ۽ بصري رابطي جو ڊيزائن Competition Category.

لوههگرافڪ· 2021

LendMe برانڊ آئيڊينٽٽي

by Ruis Vargas

Client: Laika

A' Design Award لوهه انعام Winner in گرافڪ Category

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Colors

The Design

About LendMe برانڊ آئيڊينٽٽي

LendMe هڪ برانڊ آئيڊينٽٽي آهي، جيڪا هڪ اهڙي ڪمپني لاءِ ٺاهي وئي آهي، جيڪا هوم ايڪوٽي مارڪيٽ ۾ ڪم ڪري ٿي. لوگو ۾ هڪ آئيڪونوگرافڪ جوڙجڪ استعمال ڪئي وئي آهي، جيڪا هڪ ٻئي جي مقابلي ۾ توازن رکندڙ باينري ڪوڊز ڏانهن اشارو ڪري ٿي، جيڪا هڪ رياضياتي خيال سان گڏوگڏ ڪمپني ۽ ان جي گراهڪن جي وچ ۾ ٻئي طرفي لاڳاپي جو به اظهار ڪري ٿي. رنگن جو مجموعو هڪٻئي جي پورائي ڪندڙ آهي، جنهن ۾ جامني رنگ بنيادي طور تي استعمال ٿيل آهي، جڏهن ته نارنجي ۽ نيرو رنگ مختلف پيغامن ۽ سامعين لاءِ مددگار رنگن جي طور تي رکيا ويا آهن. ان جا اطلاق (ايپليڪيشنز) ۾ بزنيس ڪارڊز، لفافا، هڪ ادارتي پيشڪش (انسٽيٽيوشنل پريزنٽيشن) ۽ اسٽريٽ لائيٽ پينل شامل آهن.

The Recognition

About the A' Design Award لوهه انعام

LendMe برانڊ آئيڊينٽٽي A' Design Award لوهه انعام جو کٽيندڙ آهي، معزز اعتراف جيڪو انهن سٺين ڊيزائنن کي ڏنو وڃي ٿو جيڪي چڱيءَ طرح ڊزائين ڪيل تخليقن کان متوقع پيشه ورانه ۽ صنعتي گهرجون پوريون ڪن ٿيون. لوهه جا کٽيندڙ پنهنجي خالقن جي وڏي مهارت، اعليٰ ماهري، ماهرانه سمجھ ۽ تخليقي صلاحيت ڏيکارين ٿا. LendMe برانڊ آئيڊينٽٽي کان اميد ڪئي وڃي ٿي ته اهو هڪ تمام گهڻو قدر ڪيل، ساراهيل ۽ پياري تخليق هوندو جيڪو عملي ۽ جدت وارو آهي. هي ڊيزائن جنهن A' Design Award لوهه انعام کٽيو آهي، صنعت جا بهترين طريقا گڏ ڪري ٿو ۽ علم ۽ صلاحيت سان ڳنڍيل قابل ٽيڪنيڪل خاصيتون رکي ٿو. LendMe برانڊ آئيڊينٽٽي جي سنجيدگيءَ ڪري عزت ڪئي وڃي ٿي ۽ اهو زندگيءَ جي معيار ۾ بهتري آڻڻ لاءِ ٺاهيل آهي جيڪا دنيا کي بهتر جڳهه بڻائڻ ۾ مدد ڪري ٿي.

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