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New Logo and Identity for Financial Alliance for Women by Design Bridge
 

before

after

Noted Jun. 26, 2019 by Armin

Industry / Advocacy Tags /

About

(Est. 2000) “The Financial Alliance for Women - formerly the Global Banking Alliance for Women - is the only global consortium of financial institutions dedicated to supporting its members to capture the opportunity of the Women’s Market. Our members work in more than 135 countries to build innovative, comprehensive programs that deliver women the tools that they need to succeed, including access to capital, information, education and markets. Membership in the Alliance provides financial institutions access to a unique global community of peers that have proven the business case for serving women. As a close network of practitioners, the Financial Alliance for Women provides a wide range of services to help organizations design, implement and refine effective Women’s Market programs. The Alliance also seeks to use its collective voice to advocate for greater awareness of women’s vital economic role as consumers, investors and job-creating entrepreneurs.”

Design by

Design Bridge (New York, NY office)

Related links

N/A

Relevant quote
Design Bridge revitalized the brand's mission to: “Accelerating the financial power of all women by working with organizations to champion the female economy and unlock its full value”, which supports the new visual identity that:
– Features a transformation graphic, based on the powerful force of women, and that captures the energy and dynamism of the Alliance and its members. It has been designed to work statically or animated to flex across different mediums.
– Features a neutral colour palette chosen to avoid both overly feminine and corporate cues, aligning it more with FinTech brands.
– Includes photography, iconography and typography, and captures the positive, proactive and far-reaching scope of the Alliance’s work.
– Has been created to sit comfortably alongside other financial organizations while avoiding conventional corporate banking cues.

Design Bridge provided text

Images (opinion after)
New Logo and Identity for Financial Alliance for Women by Design Bridge
Logo.
New Logo and Identity for Financial Alliance for Women by Design Bridge
“Transformation” graphic.
New Logo and Identity for Financial Alliance for Women by Design Bridge
Logo with wave transformation graphic.
New Logo and Identity for Financial Alliance for Women by Design Bridge
Typography.
New Logo and Identity for Financial Alliance for Women by Design Bridge
Various applications.
New Logo and Identity for Financial Alliance for Women by Design Bridge
Brochure.
New Logo and Identity for Financial Alliance for Women by Design Bridge
Instagram account.
Identity introduction video (no sound).
Opinion

The old logo was pretty bad, with some unappealing, tightly-spaced typography and icon/acronym combo that looked like something from a bad PowerPoint slide. The new logo typesets the new name in Dalton Maag’s Calmetta in an unexpected rag, with half the name flush left and half flush right. I assume it’s meant to convey a sense of controlled disruption but if not, that’s what I’m getting: a kind of polite, “Screw the system”. I’m not sure I like the logo but I think it works and I like (both in the logo and identity) that there are no cliché or stereotype graphical references or devices to signal “WOMEN!”. It’s all simple, confident, and in a neutral palette of greens with layouts that look like they belong in the financial sector, regardless of what gender the organization is representing. The “transformation” graphic… I don’t know… it’s funky, kind of cool to look at, and works well as a recurring element but mostly I keep trying to interpret it or wondering what exactly it means or represents. Overall, though, this all works fine together.

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Logo Before & After
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