(Est. 2013) “Future Finance, Europe’s biggest specialist student lender, provides competitive tailored loans to students in the UK and Germany whose government loans and bursaries are not enough to cover the cost of higher education. Future Finance is facilitating access to education through its proprietary lending platform, which factors granular data on continuation, employability and earnings into its lending decisions, enabling it to lend to students who in many cases would not be able to obtain loans from banks. Future Finance provides loans to undergraduates and postgraduates of between £1,000 and £40,000 each academic year to help them pay for tuition costs and living expenses. Loan periods are for up to ten years after graduation although borrowers can settle early at any time, with no early repayment charges, and reduce the amount of interest that they pay overall. Loans include up to four payment holidays of three months, which provide students with flexibility as they establish their careers. Representative APR 11.2% APR (variable). Future Finance is authorised and regulated by the Financial Conduct Authority.”
DesignStudio (London, UK)
Using a joined-up language of ever moving lines, chevrons, curves and humps, their new identity focuses on the individual paths people take to achieve their goals. As no one student is the same this new identity is constantly moving, shifting and flexing – connecting people to their futures.
The kit of perspex shapes influence all the brand elements which combined with provocative messaging and a vibrant, optimistic colour palette, side-step the cold, functional world of finance to speak directly to students and their potential. The new brand is visually rich, intellectually interesting, and allows Future Finance to catch peoples attention whilst talking about something serious.
Images (opinion after)
The old logo… OMG! It's so bad it's too cute. Even if they gave me a 0% interest loan I wouldn't trust them with that logo. Okay, maybe with a 0% interest loan I would trust a guy in a white van but you get the point. The new logo is… odd (as is the identity but we'll get to that). There is a very harsh coldness to it from the choice of a futuristic monospace font that looks like it belongs on the user interface of what a cyborg is looking at. On its own, I like the font, but as a wordmark for a lender it's weird. Then there is the introduction of the acrylic, jointed shapes that are expressed realistically through photographs and sometimes graphically in vector artwork. It's a cool visual; especially on the first image under the logo below, adding some interesting shades and overlays. Then there is a bold serif introduced that is also nice on its own but feels out of place. Finally and most WTF-ingly is an extremely mangled font (scroll to the last two images) that has nothing to do with anything and is very unpleasant. This is all too many things forcefully integrated trying to pass as being hip with the kids these days. I'll be the first to applaud the daringness but unfortunately it didn't pay off this time for DesignStudio.