Formance

Formance’s brand attrib­ut­es were iden­ti­fied as Expert, Dar­ing, and Approach­able, which explain how the brand nav­i­gates the intri­cate details of pay­ments, explores unchart­ed pay­ment ter­ri­to­ries, and cham­pi­ons efforts to make a tra­di­tion­al­ly exclu­sive indus­try more acces­si­ble and transparent.

From there, we iden­ti­fied Sophis­ti­cat­ed Flex­i­bil­i­ty as the Sin­gle Most Impor­tant Thing (aka SMIT) for the For­mance brand. For­mance tack­les com­plex chal­lenges head-on, enabling inno­v­a­tive and tai­lored solu­tions to dynam­ic pay­ment needs.

Build­ing on the attrib­ut­es of the For­mance brand, the mark, named ​“Con­nec­tor,” serves as the cen­tral hub for finan­cial infra­struc­ture. Craft­ed with a flu­id motion, the cir­cu­lar shape express­es an approach­able ener­gy cou­pled with tech­ni­cal empow­er­ment, all while remain­ing inclu­sive and accessible.

The logo­type is the type­face Poly­math, which har­mo­nizes geo­met­ric pre­ci­sion with con­tem­po­rary stroke widths that mir­ror the intri­cate details of the logo­mark. It exudes con­fi­dence, ampli­fied by its high x‑height, giv­ing the brand a com­mand­ing presence. 

When locked up, the logo real­ly comes into its own through a simul­ta­ne­ous­ly clas­sic and futur­is­tic feel. The logo­type is sim­ple, expert, and approach­able, while the logo­mark is for­ward-think­ing, dar­ing, and intricate.

At the core of our brand­ing strat­e­gy is a dynam­ic typo­graph­ic sys­tem. OhNo’s Poly­math type­face car­ries over from the logo­type, con­vey­ing a sense of for­ward-think­ing while remain­ing high­ly leg­i­ble, ensur­ing that head­lines com­mand atten­tion and com­mu­ni­cate the mes­sage effec­tive­ly. Space Mono brings a sense of tech­ni­cal­i­ty and moder­ni­ty, which is per­fect for but­tons and call­outs where pre­ci­sion and clar­i­ty are paramount.

The visu­al lan­guage inte­grates the con­nec­tor con­cept across all facets of the brand. It’s not only adapt­able but also scal­able, facil­i­tat­ing fur­ther graph­ic rep­re­sen­ta­tion and an array of shapes to artic­u­late the cus­tomiza­tion, infra­struc­ture, and inter­con­nect­ed pay­ment solu­tions For­mance offers.

The pri­ma­ry col­or palette embod­ies sim­plic­i­ty, moder­ni­ty, and a touch of lux­u­ry. Emer­ald and Slate form the bedrock of the iden­ti­ty, capa­ble of tak­ing the lead when the spot­light calls. Gold, Lilac, Cobalt, and Mint round out the sec­ondary palette, adding depth and balance.

Shades seam­less­ly blend all col­ors into a cohe­sive whole. From estab­lish­ing type hier­ar­chy to sup­port­ing UI ele­ments and back­grounds, these ver­sa­tile neu­trals play a piv­otal role in main­tain­ing visu­al bal­ance and clarity.

We had the oppor­tu­ni­ty to bring the whole sys­tem to life in reimag­in­ing Formance’s home­page to reflect spe­cif­ic aspects of the new brand. For instance, the con­nec­tor ele­ments illus­trate the mod­u­lar­i­ty of the For­mance plat­form, and the col­or palette exudes sophis­ti­ca­tion and calm.

A dash pat­tern adds tex­ture that enhances the over­all nar­ra­tive, visu­al­ly con­vey­ing the brand’s adapt­abil­i­ty and tech­no­log­i­cal prowess while adding sub­tle motion to the home­page experience.