Developed in 2017, Demand is an open, online platform that allows people to make financial transactions like producing, saving, and accessing billings and receipts in a universal, decentralized network that accepts any currency, be it dollars, euros, bitcoin, et al. Constructed around blockchain innovation, business with services like accounting, invoicing, payment processing, and auditing can plug into the same network and communicate with each other utilizing the very same single source. Earlier this year, Request introduced a new identity developed by Rotterdam, The Netherlands-based Studio Dumbar
Working closely with the team from Demand, we developed a clear positioning method for the brand name, which also end up being the pay-off: the open network for transaction demands. This became the directing principle for developing the identity and website.
The visual identity reflects the principle of the ‘demand’ associated with any deal, and the general to-and-fro activities of currency conversion. Dynamic and modern, the identity referrals technology however in a manner that makes Request stand apart from the crowd. Many blockchain brand names follow the pattern of diamond or crystal-shaped icons. Sidestepping this trend prospers in setting Demand apart from their rivals, opening a new chapter in the FinTech story.
The old logo design was alright, with a techie-looking “R” sort of drifting in area without a stem. Nothing too exciting or incredibly well done however okay and the wordmark remained in a cool font style that stood apart. The new logo includes a more strong “R” monogram, which is a feeling you do want to convey when dealing with financial transactions and develops the folding gesture– by the line folding into itself and forming the “R”– that becomes the cornerstone of the identity. It’s a nice-looking monogram that works truly well by itself– dig the favicon on their website. The wordmark is typeset in Sharp Type’s Beatrice and it looks great, contrasting the smoothness of the monogram with its quirkier structure.
The identity then ends up being pretty much all about the smooth folding arrow animations that are beautifully hypnotic. It’s like seeing fish swim in patterns. Aside from being genuine pretty, they also handle to talk to the nature of their organisation, which is the smooth flow of transactions back and forth. The ethereal quality of the arrows also means the proverbial cloud and how all of this takes place online. The dark color combination with bursts of intense colors is a great reprieve from the more vibrant palettes we tend to see. The use of the Beatrice family in its various weights works well throughout the applications and website in developing proper hierarchy without needing to blend a lot of typefaces.
Overall, there is only one “technique” to this identity– the gradient, flowing arrows– but it’s released beautifully and in an adequate variety of a little various ways to keep it appealing and versatile enough for different applications and mediums all while portraying the business as a non-creepy, non-fraud-prone choice because fraud blockchain platforms just don’t look this excellent.
Thanks to Igor Delov for the pointer.