Noted: New Logo and Identity for Earnd by venturethree
“A Penny Earnd is a Penny Spent”
(Est. 2018) "Earnd is a real-time pay app made possible by Greensill, the world's leading provider of working capital finance. Earnd allows workers to access their pay as soon as they finish a day's work and at no cost to them."
venturethree (London, UK)
With the purpose to ‘help people take control of the money they’ve earned’, the Earnd brand is built on the belief that it is a right not a privilege to be paid as you earn.
The Earnd switch symbol represents the shift from outdated, delayed payment systems and cycles of the past, towards a real-time pay revolution. Control is at the brand’s heart, beginning with the switch symbol. The photography and art direction champions everyday people, while movement is core to Earnd’s digital experience.
Earnd’s identity and tone of voice have been designed to feel both trustworthy and authoritative for employers and revelatory and liberating for employees. venturethree created a brand system that can flex between the two audiences.
Images (opinion after)
The old logo was… well, it wasn’t much, just a Grotesque sans serif with a gradient in it. It was fine but, also, yawn. The new logo introduces a power-switch “e” monogram/icon to hint at the instant nature of the service: slide and get paid. The new logo joins a growing collection of power-switch logos — Exhibit A, Exhibit B — that are all fine and appropriate but where each newer entry feels less original. This one has the benefit of including an “e” in it but pretty soon this motif will become a cliché. Bringing back the attention to this particular logo, I like what the motif stands for and how it’s executed — although I think an opportunity was missed in animation to make the “e” much more slide-able. The wordmark is fine and follows the rounded-corner cues of the icon to create a soft-looking logo. The color palette is quite nice and a welcome respite from the bright colors of fintech. There aren’t many applications, most of them revolve around the app and visual language of sliders with gradients — it’s all alright. The two more tangible applications of the posters and print ad feel like they are half-finished, almost as if the launch date got pushed earlier and they couldn’t finish fleshing out the comps. Still, overall, there is potential here somewhere with a solid start in the logo and slider visuals.