(Est. 1995) “Join the fight for financial independence, with the digital investment platform that helps you make better financial decisions. Launched in 1995, Interactive Investor offers you great value and transparent pricing. With our flat fees, you know exactly how much you’re paying. So you can make and keep more of your money in the long term. We offer the widest choice of investment opportunities in the UK. So you can invest on your terms. We bring you impartial, expert intelligence from our specialists and community. So you can make better investment choices. And we give you an award-winning platform and service - with tools you can trust. It’s no wonder we were voted ‘the UK’s best value platform’ by Boring Money, and have a 4/5 rating on TrustPilot.”
We started by defining why they exist. They wanted to compel people to take control of their financial futures, rather than relying on financial providers or IFAs. We summarised this as the ‘Fight for people’s financial independence’.
The brand personality, which revolved around being passionate, smart and impartial, drove the development of a bold identity. It’s based on strong colours, an interactive logo and design language, and a clear messaging system. This highlights standout features, including a revolutionary flat fee pricing, impartial expert content, a breadth of markets and currencies, and award winning service.
Images (opinion after)
Although the changes to the logo are minimal, they do help make for a more interesting lock-up by freeing the “i”s from the rounded-corner box and putting them in better harmony with the wordmark. I’m not saying it’s a fantastic evolution but assuming that the mission was to keep the elements of the logo intact, then this is one level better than it was. The new orange and blue color combination is very aggressive and not in the best of ways — it’s not so jarring in the logo but the applications become almost unbearable to look at for more than five seconds. That feeling is reinforced by the busy patterns made up of the dots and sticks of the “i”s, which is a nice call-back of the logo but that feel somewhat gratuitous in application. The identity in motion is a little more interesting but I wonder how much of that motion will be actually seen by its audience. Overall, it’s a very Wolff-Olins-esque identity but one that revs up the motor and doesn’t quite know where to go.