Brief
I was hired to created the visual identity for a new payment method called Invisipay. What this system basically does is let you pay and get paid without sharing personal information such as email or phone number. Before I start sketching, I always do my market research to get some inspiration and at the same time to make sure my client's design stands out from the competition. This time I don't have to go so far, as the comany's brief says invisiPay is going to be a new payment method to make transactions online. I think this is clear enough and I just have one set direction to drive my creativity.
I understand the client's affirmation when he says InvisiPay is going to be a new payment system different from others such as paypal or wire card. We have to keep in mind that sellers always offer different payment options and it doesn't matter how innovative or secure this new system is, it is going to compete with major brands that have been around for a while. That is why I have to create a concept that differentiates from the competitors. Let's go to the basics...we know what a transaction is, but as a designer I have to be objective and I can't use my common sense and assume what I know is the absolute truth. After searching on google, I found the word "transaction" had a couple of definitions. This search drove me to a more specific field Financial transaction and Electronic funds transfer. The second one is the reference I'm looking for. A financial transaction is an agreement, communication, or movement carried out between a buyer and a seller to exchange an asset for payment. It involves a change in the status of the finances of two or more businesses or individuals. The buyer and seller are separate entities or objects, often involving the exchange of items of value, such as information, goods, services, and money. It is still a transaction if you exchange the goods at one time, and the money at another. This is known as a two part transaction, part one is giving the money, part two is receiving the goods. Electronic funds transfer (EFT) is the electronic exchange or transfer of money from one account to another, either within a single financial institution or across multiple institutions, through computer-based systems. This is just what I was looking for. I have such good keywords that I don't even have to create a mind map.
Sketching & Development
Simplifying the concepts expressed above, a transaction is an exchanges of money between two parties. The key here is to combine this definition with the concept invisible which means that your personal information in this transaction is not viewed by anyone. Let's get started
The first sketches (1,2,3,4 and 5) are icons were I'm exploring different alternatives to represent the buyer and seller, the #1 is basically the vocal "I" which works as an initial for Identification and #2 is something close to a human shape. Both of them are surrounded for a circle as a representation of protection ... "you and your personal information are safe". With sketches #6, #7, #8, #9 I'm trying to transmit the same concept, but here the icon is duplicated. This is to represent seller and buyer, something important is the intersection area. As we know the intersection is used to represent something in common between two elements, in this case a transaction. If you look at sketch #8, I have replace the human silhouette with a couple of key lock holes. They represent security, safety, protection, etc. In sketches #9 and #10, I'm experimenting with other alternatives to represent the human interaction in the transaction. The sketch #13 is a little different and more specific. I"m still working with the human silhouette, but they are surrounded with irregular shapes, in this case a D. Here I'm trying to illustrate a direct representation for the ID initial.
Computer Generation
After getting clearer idea of the concept, it is time to start sketching out some elements to present to the client and to compare and start making the selection to achieve the right image for the brand.
These two are the ones selected by the client. They are simple and either one could be the perfect brand representation. The small icons at the bottom were create to get a better idea of how the logo looks in comparison with other merchants' marks.
After some print outs and visual tests, the client decided to use one element instead of two. The decision was based on identity protection from a general perspective. "The one element is to represent that the identity is protected (invisible) regardless if this is a buyer, seller, person or corporation". Which is a clever point of view. The next step was to create some variations to explore different alternatives.
Typeface
After the icon was selected, it was time to select the right typography to represent the brand name. It has to be simple, clear and easy to read in small sizes.
Delivery and feedback
The client was happy with the final version of the logo and now the work begins on rolling the logo out through application onto the website and business stationery.
