Challenges

For a financial technology brand, prestige and trust are essential factors that bring businesses closer to customers. Therefore, when building the identity for Fmarket, Tree has paid special attention to the brand’s imagery, to en

Solutions

With a simple lettering logo that directly takes the brand name “Fmarket.” Which “F” stands for “Finance” combined with “market,” a clear introduction to the brand’s field of operation; “investment and finance.” In addition, to increase the academic character of the identity, Tree has integrated the field characteristic elements into the logo through the letters. The logo took inspiration from a “piggy bank.” Furthermore, a “rectangle was placed in the logo to act as a bridge between the “f” and the “m”. A symbol for bringing customers closer to Fmarket. A place where trust is created by reputable and professional transactions.

The Fmarket identity set is a combination of circles and rectangles creating iconic identity lines with a distinctive character related to the financial industry. These characteristics can be directly applied to all publications, especially the website interface that Tree has designed for Fmarket.

Results

A complete identity has been built, full of industry-specific elements, with images that make a strong impression on the viewer, showing that Fmarket is a financial technology brand that brings a sense of trust, prestige, and solidity at first sight.