CATEGORY

Comprehensive Identity Programs

LEVEL

Student

RANK


DESIGN CREDITS

School

School of Visual Arts


TAGS

, , , , , , , , , ,


LINKS

Chan Young Park
Pennyfund Inc.

Pennyfund Inc. by Chan Young ParkPennyfund Inc. by Chan Young ParkPennyfund Inc. by Chan Young ParkPennyfund Inc. by Chan Young ParkPennyfund Inc. by Chan Young ParkPennyfund Inc. by Chan Young ParkPennyfund Inc. by Chan Young ParkPennyfund Inc. by Chan Young ParkPennyfund Inc. by Chan Young ParkPennyfund Inc. by Chan Young ParkPennyfund Inc. by Chan Young ParkPennyfund Inc. by Chan Young Park

CLIENT

A micro financ­ing com­pany that pro­vides var­i­ous kinds of finan­cial ser­vices to indi­vid­u­als run­ning small businesses.


BRIEF

Research, posi­tion­ing, nam­ing, and brand devel­op­ment of a new con­cept in micro financing.


APPROACH

I began with deep research into the field of micro finance, exam­in­ing names and mis­sion state­ments of other sim­i­lar orga­ni­za­tions prior to any actual design work. This fine research led to the devel­op­ment of a vari­ety of names before the selec­tion of Pennyfund.

The mark is a won­der­ful play on the let­ters P and F ulti­mately form­ing the shape of a key. A pow­er­ful sym­bol con­veyed with restraint and sim­ple ele­gance, along with the Pen­ny­fund word­mark, set in the clas­sic Gara­mond type fam­ily gives the over­all feel­ing of trust and strength with­out being over­pow­er­ing. It is a brand sys­tem that has depth and longevity. The sup­port mate­ri­als, sta­tionery sys­tem, mobile app, and web­site carry the brand iden­tity, typog­ra­phy, and color sys­tem into new medi­ums and forms with­out los­ing any of its strength and integrity. Pen­ny­fund is a fine piece of con­cept, design, and appli­ca­tions with very high pro­fes­sional stan­dards. — Eric Baker, Pro­fes­sor at School of Visual Arts

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