Coins is a pre-paid card and app designed to help parents monitor their children’s spending and support in their financial education. The product is designed to suit the needs of the user from the age of 6 through to 18, with further relevant features added as the they grow older.
What did they need?
Coins needed a logo and brand identity. Operating in the fintech sector, Coins required an identity that would help them to stand out in a space that in recent years has welcomed a number of new brands to market. Targeting both males and females from the ages of 6 - 18, careful consideration was required when designing the logo and choosing a colour scheme that would appeal to this wide demographic.
Logo
Design: I wanted to make sure the Coins logo design was as versatile as possible, as it would be applied across numerous applications (e.g. their card, website, advertising and app). The design also needed to remain appealing to its wide demographic of males and females from the ages 6 - 18. Many new banks have also started to change the orientation of their design on their bank cards - as this is something I was also going to adopt for the Coins brand, I wanted to make sure the mark worked both vertically and horizontally.
Branding
Colours: Many fintech brands have adopted bright/vivid colours into their branding (Monzo’s Hot Coral, Revolut’s Purple and Blue, and Starling’s Turquoise). Using bright colours like this helps these brands to stand out when their customers use their bank cards in public (basically free advertisement). I therefore chose to use a bright orange (a colour which instils trust) for the Coins brand, offset with the dark purple.