There was a motion amongst conventional monetary establishments to undertake a extra human persona in recent times – largely due to youthful, cooler challenger banks like Monzo and Starling snapping at their heels.
Current examples of this shift in tone embrace Natwest’s launch of millennial-friendly digital banking service Bó, and First Direct’s new model positioning that focuses on monetary wellness.
It’s on this context that Virgin Cash unveils its new model identification, which comes off the again of its merger with CYBG plc, shaped of Clydesdale Financial institution, Yorkshire Financial institution and B services and products.
Virgin Cash approached Pentagram’s Luke Powell, Jody Hudson-Powell and Domenic Lippa to create a recent look to go along with its new proposition, as a model that shares Virgin’s core values however occurs to be in banking, versus a monetary model that occurs to be a part of Virgin.
The brand new identification appears to be like to maneuver the model firmly away from the usually faceless, company look favoured by many monetary providers corporations, and mirror a customer-focused strategy to banking.
The design workforce created a bespoke mono-linear wordmark, with the broader Virgin Cash headline font household being constructed from this geometric emblem.
The Virgin Cash ʹMʹ and its distinctive loop is a key characteristic of the wordmark, and a stacked model of the emblem is used for functions the place customers are already aware of the model, resembling in shops, on financial institution playing cards or current buyer communications.
A bespoke typeface was created by NaN’s Luke Prowse and contains two distinct cuts, Virgin Cash Sans and Virgin Cash Loop, to permit the model to regulate its visible tone of voice.
“The general development is a stability of geometric curves, nuanced humanist types, and exhausting edges and angles, creating a visible kind that references Virgin Cash’s practical and pragmatic facet whereas embodying its people-centred strategy,” says Pentagram.
The immediately recognisable Virgin pink is used because the model’s main color, alongside a secondary color palette of vibrant blue, purple and white.
Pentagram additionally created a definite and and extra refined visible language for its enterprise banking sub-brand, Virgin Cash Enterprise. It contains a lowered utilization of the looped typeface, a lighter model of the Virgin Cash sample and a extra streamlined color palette of charcoal and vibrant lime.
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