(Est. 2016, previously Veckopengen) “At Gimi, we believe that Financial Superskills are essential in a cashless society and that young people should learn how to earn, save and spend their own money. This is why we’re on a mission to build the best finance app on the planet - for kids and grown-ups alike. Founded in Stockholm in 2016, Gimi is heading for a rapid European expansion in 2018.”
Essen International (Stockholm, Sweden / San Francisco, CA)
Back in the days, we had piggy banks. That’s how we learned the value of money. But piggy banks were made for bills and coins. The old kind of money. Kids today don’t have that. They have numbers in an account. Digital money. So, they need a digital piggy bank. That’s the idea behind Piggy – a concept we developed together with the daring and creative team at Gimi.
The visual identity consists of two parts. One part connects to Piggy’s world. Hence, it’s pixelated and uses colors inspired by internet nostalgia and old school gaming. The other part connects to the real world and is more organic with soft tones of pink and a touch of deep blue. Both parts are expressed through a huge amount of icons and illustrations. And, of course, a new logotype.
Images (opinion after)
The old logo was pretty damn boring. The previous name, by the way, translated from Swedish as “Weekly Allowance” so even the name was boring… unless there is some Swedish play on words I am missing on translation. The new name is a lot more fun and evocative — I am assuming it’s a play on words as in “Give me/Gimme the money”. The new logo is great too, with a very nicely done custom script with a “G” that looks like a piggy’s tail, which is relevant because a pig is a secondary logo. But not just any pig, a pixelated pig that lives in a groovy cyberspace background. It’s a funky combination of elements but it’s quite enjoyable. I know some of you have expressed icon-set-fatigue but I think the one in this project might restore your faith in them with some fun, weird, icons rendered in a pig-like color palette and in the same style as the wordmark. The character illustrations are all fine and at least here, this style of persons, works appropriately. The animation in the little movie is awesome too. Overall, this identity has a great personality and I think it manages to be cool for kids without looking like adults trying to pander to kids.