Lendinvest is a platform for investing in real estate through lending, branding itself as the worlds leading "peer-to-peer marketplace property lender". At the beginning of this month it launched a new visual identity, developed by London-based DesignStudio (who've previously helped rebrand Airbnb and Logitech). The agency set out to create "a clean, new focus that simplifies the offering and sets the brand apart".
The new symbol is a monogram, with an L and an I in an isometric grid, which should remind you of architecture and space. Backgrounds in ads use pictures of building materials to convey to the investor that they are investing in real buildings.
"The new symbol is based on a L and a I, using isometric projections to create a sense of architecture and space.
The difference between investing in stocks and shares – or for instance car loans or business loans – and property is the tangible nature of the investment. We wanted to highlight this, so used a whole range of materials used in buildings within the toolkit. These materials can also be used to reflect different investment opportunities.
We used the distinctive serif typeface Berlingske to give the brand a sense of sophistication. This is offset by using clean, geometric lines and vibrant block colours to underpin the simplicity of the offering." - DesignStudio