Logo & Branding: GivrPosted: April 13, 2012
Givr is a loyalty points scheme that will deliver donations to global charities on card purchases as an alternative to the low personal rewards of high street retailers and supermarkets. I, Richard Baird, was commissioned to develop a visual identity that would resolve the brands modern and technological approach to giving but executed with a friendly and accessible subtly.
“Although 86% of the UK population use a retail loyalty card, 50% of shoppers don’t think collecting loyalty points is worthwhile. In 2010, it was estimated that £5.2 billion in loyalty points remained unclaimed in the UK and 33% of people don’t use their loyalty cards because they forget to carry them around. Rewards are perceived to be too small and it’s too much hassle to use them.”
Early concepts, based around the phrase ‘a global and charitable currency’ attempted to unify the aspect of financial donations through the creation of a proprietary monetary symbol (inspired by global currencies), charity and equality through the utilisation of the equals sign (=) and the company’s global and sustainable aspirations delivered through a circular lock-up. While having a larger and expandable marketing potential these lacked the accessible qualities the brand wanted to visualise and were sidelined.
The final direction represents sharing and cooperation through the human handwritten qualities of a custom script based logo-type. Its consistent line weight, geometric construction and flat terminals add a technological undertone while the internal space allows the identity to adopt the colours of partnered brands and credit cards. A heart has been subtly built into the ‘v’ character (and partially reflected across the ligature and loops) to reflect the act of giving while its circular frame visualises the environmental, sustainable worldwide causes that benefit from the donations, our individual responsibility to the global community and draws in the aspect of money in its coin like form. The colour palette captures the duality of the brand by mixing a brick-red, to emphasise care and love, while an alternative cool green reinforces the aspect of technology and a forward thinking company. These are executed as single spot colour print job to keep the brand focused, free of superfluous detail, consistent and appear practical with its resources. An accompanying slab serif typeface introduces a down to earth and trustworthy sensibility to the brand that is also carried through a simple stamp and over print treatment across the collateral’s uncoated substrate.
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