00BRAND GUIDELINESSMARTFI2020BRAND GUIDELINES.012020OVERVIEW.BRAND VALUES.EMPOWERING.PROSPEROUS.SIMPLE TO USE.SmartFi is a platform with a complete set of tools for crypto-enabled wealth creation. The SmartFi team wanted to create a brand identity that is inspiring but also feels inviting and easy-to-use to their customers. Their goal is to empower people with simple products that help them on a path to wealth creation.The challenge was to create a visual identity that can appeal to different target audiences - from millenial crypto-novices, to institutional clients, to advanced crypto-players alike. 012020BRAND GUIDELINESSMARTFI02BRAND GUIDELINESSMARTFI2020TABLE OF CONTENTS:LOGO & USAGE.BRAND COLORS.TYPOGRAPHY.ICONOGRAPHY.GRAPHIC ELEMENTS.USAGE EXAMPLES.LOGO & USAGE.03BRAND GUIDELINESSMARTFI2020LOGO & USAGEMAIN LOGO.The SmartFi logo has been designed with the desire to emphasize the SmartFi brand values and the charac-teristics of SmartFi product offerings. The perfect geometric shape of the circle was the starting point, which represents simplicity and comple-teness. The inner half circle shapes are balanced and fit perfectly together similarly to SmartFi’s various pro-ducts. The 45° angle, at which the half-circles are shifted creates an upward trajectory, alluding to the com-pany’s mission to empower their customers to reach their financial goals.Bright colors and a modern, streamlined logotype was used to compliment the rounded shapes and to create a clean, yet empowering logo.04BRAND GUIDELINESSMARTFI2020LOGO & USAGEMAIN FAVICON.SmartFi operates within the cryptocurrency space and expected to issue their own token. This was taken into consideration during the logo design, as the favicon of the logo needs to be easily identifiable, especially when displayed in small size. The round shape of favicon works well for the token, as well as social media and web usage.05BRAND GUIDELINESSMARTFI2020LOGO & USAGELOGOMONOCHROME.Other than the primary logo color, the SmartFi logo can be displayed in black & white if needed. The logo shall not be recolored in any other way.06BRAND GUIDELINESSMARTFI2020LOGO & USAGEFAVICON MONOHCROME.Other than the primary favicon color, the SmartFi favicon can be displayed in black & white if needed. The favicon shall not be recolored in any other way.07BRAND GUIDELINESSMARTFI2020LOGO & USAGELOGO SPACING.A minimum space between the logo and other graphic objects should be maintained at all times.The spacing around the entire logo shall be twice the size of the space between the favicon and the logotype - as illustrated on the right.The recommended minimum width of the logo should be no less than 1 inch.Minimum logo width: 1 ’’08BRAND GUIDELINESSMARTFI2020LOGO & USAGEFAVICON SPACING.A minimum space between the favicon and other graphic objects should be maintained at all times.The spacing around the entire favicon shall be the size of the...
