LendMe

Brand Identity for Laika

LendMe is a fintech specialized in home equity and financial technology services, attending both consumers and companies. The brand icon is the representation of the binary information and the brand identity is based on two secondary colours, which are combined with the main colour according to the context of the message and its audience, being blue for B2C and orange for B2B. The language design consists of pixel-shaped pictograms and wireframe curve patterns, allowing LendMe to modulate its behaviour from figurative to abstract, from human to technological.

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LendMe by Ruis Vargas

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Brand Identity by Ruis Vargas

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Ruis Vargas LendMe

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Ruis Vargas Brand Identity

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LaikaBrand Logo

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Laika Design Corporate Logo

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LendMe Brand Identity Press Releases

Explore press materials for LendMe, available in languages such as English.

LendMe Brand Identity Media Articles

Leverage our ready-to-publish articles on LendMe, offered in a range of languages: Turkish, Arabic (Standard), Portuguese, Hindi, Italian, Dutch, Chinese (Mandarin), Korean, Indonesian, Japanese, Russian, Spanish, English, German and French.

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.

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.

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.

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.

Image Credits

Laika Design

Project Overview

LendMe Brand Identity has been a Iron winner in the Graphics, Illustration and Visual Communication Design award category in the year 2020 organized by the prestigious A' Design Award & Competition. The Iron A' Design Award is awarded to good designs that meet the rigorous professional and industrial standards set by the A' Design Awards. This recognition is reserved for works that demonstrate a solid understanding of design principles and show creativity within their execution. Recipients of the Iron A' Design Award are acknowledged for their practical innovations and contributions to their respective fields, providing solutions that improve quality of life and foster positive change. These designs are a testament to the skill and dedication of their creators, showcasing their ability to address real-world challenges through thoughtful design.

Iron Recognition

Ruis Vargas was recognized with the coveted Iron A' Design Award in 2021, a testament to excellence of their work LendMe Brand Identity.

Ruis Vargas Press Releases

We provide a series of press releases on Ruis Vargas that journalists and press members can freely incorporate into their narratives. Now available: Immediate access to 7 press releases for journalists.

LendMe Unveils New Brand Identity Designed by Ruis Vargas

LendMe introduces a fresh brand identity designed by Ruis Vargas, representing a balanced financial relationship with its clients, inspired by binary codes and a complementary color palette.

Ruis Vargas Newsroom

Unlock a treasure trove of award-winning designs by accessing Ruis Vargas Newsroom.