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New Logo and Identity for Instantor by Essen International
 

before

after

Noted Jul. 16, 2018 by Armin

Industry / Finance Tags /

About

(Est. 2010) “Instantor makes people’s financial lives easier and helps organizations to understand their customers’ true financial capacity. With Instantor’s online solutions, financial organizations can increase acceptance, reduce risk, and streamline management. Instantor has 250 integrated banks in 25 markets, with 150+ clients in Europe, South & North America and Asia. Instantor is a Swedish company founded in 2010 with offices in Stockholm, Sweden, Zagreb, Croatia, and Malaga, Spain and employs a team of 50+. In April 2018 Financial Times ranked Instantor as the third fastest growing Fintech in Sweden.”

Design by

Essen International (Stockholm, Sweden / San Francisco, CA)

Related links

Essen International project page
Instantor press release

Relevant quote
Based on the notion of ‘making sense of data’, we developed a new logotype, tailored two suitable typefaces, created unique icons, illustrations and animations, and put together a palette mixing contemporary colors with those traditionally associated with the financing industry. The hugely talented Andreas Wannerstedt developed some 3D images for us too.

Essen International project page

Images (opinion after)
New Logo and Identity for Instantor by Essen International
Logo.
New Logo and Identity for Instantor by Essen International
Illustrations. “Instantor’s products are abstract, super clever and self-learning, bordering to artificial intelligence. But explaining what they do isn’t all that easy and making them sellable was an important part of our task. So, we boiled down a plethora of products into five simple solutions, each with a defined target group, name, message, a set of benefits, and unique icons, illustrations and animations.”
New Logo and Identity for Instantor by Essen International
3D hero illustration.
New Logo and Identity for Instantor by Essen International
Online presence.
New Logo and Identity for Instantor by Essen International
Mobile.
New Logo and Identity for Instantor by Essen International
T-shirt.
Opinion

The old logo was kind of interesting with its notched, italicized serif — a little wonky and inconsistent but interesting nonetheless. The new logo keeps some of the quirkiness of the old one through a wordmark with some exaggerated features like the flat-bottomed “t”s and the long “r” as well as some thick notches where curves connect with verticals. Not to mention the bubbling tittle of the “i”, which is never really explained nor does it make as much sense with the rest of the identity that very deliberately uses evenly-sized circles/spheres yet it makes for an attention-grabbing element. In general it’s still hard to tell what the company does but the identity hints at order brought to chaos and systems brought to repetitive processes while the 3D illustrations have a funny, stodgy-old-bank vibe — in a green felt, brass details abstract sculpture kind of way — but rendered in a contemporary way. Overall, this exudes fintech-ness with a bit more personality than the usual geometric-sans/bright-colored approach.

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Logo Before & After
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