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“Twisted”

(Est. 2012) “Azimo is an online remittance service. with headquarters in London and offices in Krakow. Launched in October 2012 with the mission to make international money transfer cheaper, faster, simpler and easier to understand, Azimo was voted Best Money-saving App by the Guardian. The company was co-founded by Michael Kent, Marta Krupinska, Ricky Knox and Marek Wawro. Customers are able to transfer money via the Azimo website or smartphone app to more than 190 countries in over 80 different currencies. The company has half a million customers connected to its platform and offers more than 270,000 cash pick-up locations globally.” (Wikipedia)

Design by
Confederation Studio (London, UK)

Related links
Brand New Spotted post

Relevant quote
Azimo’s old brand was more decorative than purposeful, an assortment of visual elements that lacked function or meaning. It not only failed to communicate what Azimo represented, or the innovative technology behind their service, but the brand failed to connect with the people who would benefit from Azimo the most. Confederation Studio created a brand identity that embodied speed, movement and transaction. From the fluid logo, to the sweeping gradients; every element of Azimo’s brand identity was conceived to embody the speed and efficiency of Azimo’s service.

Images (opinion after)

Follow-up: New Logo and Identity for Azimo by Confederation Studio
Old look.
Follow-up: New Logo and Identity for Azimo by Confederation Studio
Logo.
Follow-up: New Logo and Identity for Azimo by Confederation Studio
App icon.
Follow-up: New Logo and Identity for Azimo by Confederation Studio
App.
Follow-up: New Logo and Identity for Azimo by Confederation Studio


Follow-up: New Logo and Identity for Azimo by Confederation Studio


Follow-up: New Logo and Identity for Azimo by Confederation Studio


Follow-up: New Logo and Identity for Azimo by Confederation Studio


Follow-up: New Logo and Identity for Azimo by Confederation Studio
Various ads.

Opinion
The old logo had some odd potential… if there had been a more visually and conceptually integrated relationship between the circles and wordmark it could have been evolved into something interesting. I wasn’t too keen on the new logo when I first posted it as a Spotted but seeing the white version on top of mint made it a little more intriguing, since the curves of each character generate a clearer shadow and make the characters more interesting. The wordmark still suffers from the fact that not all characters lend themselves to twisting and bending like a ribbon so there are some awkward moments like the “I” and ”M”, the latter which should have been designed to look uppercase instead of lowercase. The applications aren’t the most inspiring and the silhouetted photos look kind of cheap but, as good news, the mint color makes them stand out from the gray backdrop of London.