LendMe: A Unique Brand Identity

Creating a Balanced Financial Relationship

The inspiration behind LendMe's aesthetics lies in creating a graphic environment that is both structured and solid. The brand's logo, with its binary structure, represents the essence of antagonistic relations, reflecting the concept of lending as a two-way street. The use of colors further enhances this duality, with purple symbolizing trust, and orange and blue representing the effusive and intense nature of relationships.

What sets LendMe apart from other brands in the market is its commitment to help and solidarity. The brand's logo, with its balanced iconographic representation, signifies the mathematical concept of balance as well as the balanced relationship between LendMe and its clients. This unique approach conveys the brand's intention to foster a mutually beneficial partnership.

The realization of LendMe's brand identity encompasses various elements, including business cards, envelopes, institutional presentations, and street light panels. The business cards are printed on 300 g offset paper, with a format of 90 x 50 mm. The envelopes, available in two sizes, are printed on 120 g matte couche paper. The street light panel measures 1200 x 800 mm, showcasing the brand's visual identity in a larger format.

With a focus on effective communication, LendMe's brand identity adapts to different audiences and contexts. The brand's language design utilizes color as a means of conveying its message, with a didactic approach that ensures clarity and consistency. From abstract and technological elements for corporate clients to emotional and humanized visuals for individual clients, LendMe's brand identity strikes a balance between different communication needs.

The project, led by Ruis Vargas and Agnes Svilenov, was completed between February and May 2020 in Sao Paulo, Brazil. The design process involved extensive research, combining linguistic and pictorial skills to construct meaningful graphic narratives that align with LendMe's culture and values.

LendMe's brand identity represents a departure from the traditional model of bank and customer relationships. The graphic elements, pictograms, logo, and color palette embody the brand's purpose of being objective and welcoming, practical yet grounded in principles. This unique approach has earned LendMe the prestigious Iron A' Design Award in 2021, recognizing its well-designed, practical, and innovative brand identity.