Fundamentor
Graphic Designer · 2024
Fundamentor is an investment knowledge platform that turns complex investment concepts into accessible, engaging content for Gen-Z audiences.
Fundamentor Visual Identity
Reframing Complexity with Colour
Investment concepts are typically presented in mundane/boring ways. They lack the visual appeal that modern brands need to draw in younger audiences to explore what brands do or engage with.
By making colour a core focal point of the brands identity, we have a strong starting point for the identity. We carry this through utilizing greens, oranges and blues to reflect the brands core message of reframing investement concepts.
Greens reflect growth through this new found knowledge as the primary brand colour whilst orange and blue bring optimism, energy and trust to conclude the core colour and visual look of the brand.
A flexible logo and wordmark
The brand aims to incorporate movement and dymanism into its identity and this is reflected in the logo and wordmark.
Fundamentor aims to add to peoples lives and this concept of addition can be thought of in many different ways: think seeds growing into trees, children growing into adults, addition in math and much more.
The team eventually settled on combining the additive symbol from math with the brands name for a simple logo.
