Designing A Fintech Logo
When a client told me about his idea for a fintech brand, I was intrigued, as financial technology is one of the most fascinating markets to me, so I jumped at the opportunity. The name of the brand was “FinFlo”, he combined the words “finance” and “flow”. The name calls to mind the seamless nature of financial movement and transfers that the app allows. The app has the typical things you would
see in a fintech app. One thing that was very interesting, was the proposal to use artificial intelligence to help users save money by helping them better manage their wallets.
When designing the logo, I wanted to really lean into the “flow” aspect of the name, to imply that feeling of ease when using the app but the logo still needed to feel as if it belonged in a financial technology market.
In the end I decided to use the highlighted sketch and place it in illustrator along with another sketch. I took the highlighted sketch and slightly adjusted it to fit better with the fintech brand.
The final logo is an abstract combination of two forward facing letter “f’s” interweaving with each other. The typeface chosen is a sans serif typeface that needed to be slightly adjusted. For example, the original “o” was improperly designed which required me to adjust it to look visually correct. I also created a ligature between the “f” and the “l”, which required me to modify both letters to create the ligature and decided to edit the first “f” as well just so it looks consistent for the logo. I also removed the tittle (the dot) over the letter “i”.
For the colour scheme, I chose not to use the typical colors used in financial technology and chose a more approachable and diverse palette. I also would have designed some mockups to show how the brand would look in the real world using its messaging.
It was very exciting working on such a project and the client was very excited seeing the potential applications of the brand in the real world, especially how the logo looks
on an app. I must say I’m really looking forward to working on such a project again very soon.
