Branche: Banken
Agentur: Inhouse

Simple Branding

We are now Sim­ple. We love our name and the high stan­dard it sets. We’d like to share some of our thoughts on our new visual iden­tity and how it rep­res­ents our com­pany and philosophy.


Our old mark—a sty­li­zed wallet—did not ade­qua­tely con­vey our mis­sion to sim­plify the finan­cial lives of our cust­o­mers. A tra­di­tio­nal wal­let is not a tool for sim­pli­fi­ca­tion. In fact, we took this idea a step fur­ther and will include a mini­ma­list rubber-band and chip­board “wal­let” with every Sim­ple card we ship—perfect for hol­ding a card and some cash.


Our updated logo had to be sim­ple while still making a state­ment about who we are. It had to be beau­ti­ful and func­tio­nal in a variety of con­texts. It also had to grow with us—we’re a com­pany in its infancy with mas­sive plans. For this rea­son and others we deci­ded to craft our iden­tity in-house.


This new iden­tity says a lot about us, our history and how we work.


The Icon

The Sim­ple icon is a basic guil­lo­che pat­tern meant to resem­ble a torus or ring. A guil­lo­che is a com­plex pat­tern crea­ted from sim­ple, repea­ted, geo­me­tric steps defined by ele­men­tary equa­ti­ons. It’s this easily gene­ra­ted, dif­fi­cult to repro­duce intri­cacy that has led to a guil­lo­che appearing in some form on most of the world’s cur­rency. It is a sign of authen­ti­city and secu­rity. That their intri­cate beauty is deri­ved from under­stan­da­ble, algo­rith­mic methods is what drew us to guil­lo­che pat­terns and ulti­mately led us to rep­re­sent our com­pany and mis­sion with one.


It is no acci­dent that our mark can be gene­ra­ted mathematically—variations are just an equa­tion tweak away. By alte­ring para­me­ters such as repe­ti­ti­ons, ampli­tude, fre­quency and scale we are able to create new ver­si­ons of our indus­trious icon. Whe­ther we are sym­bo­li­cally rep­re­sen­ting a par­ti­cu­lar data set or sim­ply gene­ra­ting a ver­sion more sui­ta­ble for a dif­fe­rent app­li­ca­tion, our mark remains fle­xi­ble and agile.


The Type

The type­face in the new Sim­ple logo is a slightly modi­fied Gotham by Hoef­ler & Frere-Jones. The font, inspi­red by early 20th cen­tury Ame­ri­can signage, is a strai­ght­for­ward and honest type­face. A font inspi­red by 1900s crafts­manship and sim­p­li­city, made rele­vant again using modern tech­no­logy. Sound familiar?

Letzte Nachrichten

VR Payment: Eine neue Marke für das Bezahlen von morgen.

Das neue Corporate Design von Audi Sport.

New Channel Identity for ORF 1.

Neue visuelle Identität für das Munich Urban Colab.


Ähnliche Nachrichten