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“Thumb Up”

Established in 2016 and launched this year, Bene is a financial tech start-up that offers card-less benefit “cards” for employers/employees in Brazil. Benefit cards are a common part of an employee’s payment where each employer defines the benefits that the card allows — used only for gas or groceries or for everything — and there are multiple financial institutions that control these cards and become the link between employer, employee, and the establishments that accept them. By providing a digital-only “card”, Bene’s fees are lower and more in tune with today’s smartphone-driven lifestyle. The identity for Bene has been designed by Rio de Janeiro-based Plau.

We twisted and turned the letters to make them follow the b, a thumbs up sign that is Brazil’s most well known symbol for Ok. It helped that result also comes across as slightly high-tech.

We crafted a verbal and visual style that speaks – with a witty, human voice – to the brand’s key audiences: beneficiaries, companies and restaurants. The illustrations were a nice touch to get the point across: not needing to be in a line can make your day much more fun!

Plau project page

New Logo and Identity for Bene by Plau
Logo.
Monogram animation.

I’ll admit upfront that I am smitten by both the full wordmark and the standalone “b” monogram that doubles as an abstract thumbs up. The typographic structure is not something I would normally be drawn too — damn you stemless “n”s! — but here it works perfectly to create a simple, friendly, tech-looking-without-wanting-to-be-another-Airbnb logo that is distinct and memorable. It also has an old-school, 1970s computer magazine vibe that is kind of cool.

New Logo and Identity for Bene by Plau
Guidelines.
New Logo and Identity for Bene by Plau


New Logo and Identity for Bene by Plau


New Logo and Identity for Bene by Plau
Illustration sketches and finals.

The identity revolves around a fun set of illustrations that break away from the single-mono-thickness style and introduce a range of purple and yellow characters that are charming and flow-y. The illustrations strike a good balance of being playful but still geared towards grown-ups. The overall color palette — mint, purple, and yellow — works nicely across the illustrations and applications.

New Logo and Identity for Bene by Plau
Business card.
New Logo and Identity for Bene by Plau
Illustration in use.
New Logo and Identity for Bene by PlauNew Logo and Identity for Bene by Plau
Ads.

New Logo and Identity for Bene by Plau
App.
New Logo and Identity for Bene by Plau
Thumbs up.

The few render applications shown are not the greatest or most inspiring but the elements in play are all headed in the right direction; it’s probably just a matter of figuring out the actual applications and grounding the elements as everything seems to be floating around. Overall, this is a good-looking brand on launch with a fun personality.