Noted: New Logo and Identity for Salary Financial by Ragged Edge

“Money Makes the Smile go ‘Round”

(Est. 2015) “At Salary Finance, we understand the impact finances have on our health, our happiness, our home life, and our work life. By partnering with employers, we offer a benefit that helps employees improve their lives, by improving their finances. We do this by helping people save each month, offering loans people can actually afford to pay back, and creating simple tools for people to manage their money. We are a company underpinned by a social purpose. Through technology and innovation we strive to make the lives of millions of working people less stressful, more productive and much happier.”

Design by
Ragged Edge (London, UK)

Related links
Ragged Edge project page

Relevant quote
[Salary Finance] needed a brand that could reframe the conversation about financial wellbeing and its connection to mental health. A brand that could confidently and credibly communicate their range of salary-linked benefits. A brand that could engage employers and employees alike.

Our logotype is the face of Salary Finance. Literally. Its upward, smiling curve, expresses our humanity and hopefulness. And it’s complemented by the warmest colour palette we could find. Our tone of voice then allows us to build trust with our audience. Speaking to both the realities and possibilities of finance, without ever giving the hard sell and speaking to people like they’re merely pound signs.

Images (opinion after)

Logo.
New Logo and Identity for Salary Financial by Ragged Edge
Logo animation.
New Logo and Identity for Salary Financial by Ragged Edge
App icon and social media avatar.
New Logo and Identity for Salary Financial by Ragged Edge


New Logo and Identity for Salary Financial by Ragged Edge
Messaging.
New Logo and Identity for Salary Financial by Ragged Edge
Guidelines.
New Logo and Identity for Salary Financial by Ragged Edge


New Logo and Identity for Salary Financial by Ragged Edge
Photo and type treatments.
New Logo and Identity for Salary Financial by Ragged Edge
Some kind of form.
New Logo and Identity for Salary Financial by Ragged Edge
Website on mobile.
New Logo and Identity for Salary Financial by Ragged Edge
Magazine.
Brand video.

Opinion
The old logo was okay; a little bland but serviceable and finance-y-looking with the equal sign and green box. The new logo is more of an aspirational, consumer brand, trying to make the service more appealing to employers and look less like a Microsoft Excel plug-in. The logo attempts to be a smile and it sort of pulls off the trick but not quite… there is no other element to anchor it as the mouth to a face; not that it needs eyes, ears, nose, and hair but something else to give it context. Especially in use on their website, the logo just looks like type on a curve. It’s nice type on a curve and I like how they have aligned a few of the letters — like the “L” above with the “I” below, and “Y” with “N” — but I wonder how many users wonder what that’s all about. The identity is pleasing, friendly, and attractive with a vibrant coral/dark blue palette, fun portraits, and pithy copywriting. Overall, it’s not groundbreaking but it makes salary management feel less like a drudge and more human.

Source:: Brandnew