Our
Brand
Moneyfarm has been a relevant player in the international investing industry for over a decade, with a series of awards on its records to back it up.
We welcomed 2024 with a new brand that fits better what we are delivering today, more appealing to our investors and, as polished as our product offering.
Wealth together is what represents our moto today.
We are not another robo-advisor, we embrace the human factor, having a real person on the other side of the line, we want to help our customers achieve their financial goals every step of the way, we are building Wealth, together.
Going bold
Moneyfarm’s new proposition is stronger than ever, in our journey to become a total wealth partner, we’ve gained a notable confidence that can be seen in our communications.
How we are showing it
2 bold colours that feel both, mature and bold. We use big arcs, high contrast and very expressive photography that communicate a strong sense of self-confidence in line with the business.
Brand
Voice
Our 3 brand principles encapsulate our approach to customer communications and convey how we show up with clarity, cut-through and consistency.
Collaborative
We are by the customer’s side to understand their needs and evolve together over time as they change.
Spirited
We are optimistic and bold. Passionate to help customers achieve their investment goals.
Balanced
We offer the perfect balance of
smart technology, industry expertise and personalised guidance.
Logo
The typeface has undergone a meticulous redesign inspired by Galano Grotesque, courtesy of Rene Bieder. It’s imperative to maintain the integrity of the logo mark, adhering strictly to its positive and negative representations without any alterations.
Logo lockup
The ‘Wealth Together’ lock-up is exclusively deployed in instances where no other textual content is present on the page, or when ‘Wealth Together’ does not serve as the primary focus in any given design asset.
Logomark
Part of Moneyfarm’s heritage, when we need a small representation of the brand where the logotype is not technically the best option, we can use the logomark
Do's and Don'ts
Use a white logo on a dark background or black (for B&W documents and forms) and darkest aubergine on a light background. Refer to the colour section for specific background colour guidelines.
Do's
- For Dark backgrounds, use white logo.
- If the background is light, then primarily, use the darkest aubergine (#320327)
- When working with photography, in order to ensure the best legibility and contrast, opt for either black or white positioned over an as-clean-as-possible area of the picture
Don'ts
Changing the colours of the logo
Changing the design of the logo
Changing the proportions of the logo
Using the logo in a smaller size than the minimum allowed?
Using the colour logo on a busy background
Using the logo on a non contrasting background
Our logo is strategically showcased in Watermelon exclusively on merchandising material when necessary, ensuring a consistent and prominent presence of the Watermelon colour.
Ensure the logo is consistently horizontally positioned.
Colour
Watermelon has been part of Moneyfarm’s iconic identity for a long time, the new identity embraces Moneyfarm’s legacy by tweaking the previous watermelon so it’s even more vibrant, combined with a contrasting aubergine that help define a distinctive and modern palette.
Main colours and variations
The new Moneyfarm is built on two pillars: Aubergine and Watermelon. Two vibrant colours that contrast. They bring modernity, freshness, and at the same time, a sense of seriousness and high quality.
Below, you can see the breakdown of each of these in different formats such as CMYK, RGB, and HEX code (Pantone where applicable).
# 320327
R50 G03 B39
C68 M90 Y53 K69
Pantone (subject to print test): 519CP / 2622CP / 261 CP / 2623CP / 525CP
# FF2E5B
R255 G46 B91
C00 M93 Y51 K00
Pantone (subject to print test):
1785C / 1787C / 184C / 191C
In order to create a consistent visual universe, we’ve developed a series of shades of Watermelon, Aubergine, and Grey. Below, you can find the breakdown of each shade in HEX, RGB, and CMYK formats.
Watermelon (variations)
# FF587C
R255 G88 B124
C00 M81 Y30 K00
# FF829D
R255 G130 B157
C00 M62 Y16 K00
# FFABBD
R255 G171 B189
C00 M42 Y09 K00
# FFD5DE
R255 G213 B222
C00 M20 Y03 K00
# FFDEE5
R255 G222 B229
C00 M16 Y02 K00
# FFE6EB
R255 G230 B235
C00 M12 Y02 K00
# FFEEF2
R255 G238 B242
C00 M07 Y01 K00
Aubergine (variations)
# 5B3552
R91 G53 B82
C61 M83 Y42 K33
# 84687D
R255 G130 B157
C00 M62 Y16 K00
# AD9AA9
R255 G171 B189
C34 M39 Y23 K00
# D6CDD4
R255 G213 B222
C15 M17 Y10 K00
# DED7DC
R255 G222 B229
C11 M13 Y08 K00
# E6E1E5
R255 G230 B235
C08 M09 Y05 K00
# EFEBEE
R255 G238 B242
C05 M06 Y03 K00
# F2EDF1
R255 G238 B242
C04 M06 Y02 K00
Grey
#FFFFFF
R00 G00 B00
C75 M68 Y67 K90
#0C0B0C
R12 G11 B12
C74 M68 Y66 K85
#171617
R23 G22 B23
C73 M68 Y65 K79
#303030
R48 G48 B48
C70 M64 Y63 K61
#373637
R55 G54 B55
C69 M63 Y61 K55
#4A494A
74 G73 B74
C66 M60 Y57 K39
#6A696A
R106 G105 B106
C58 M51 Y49 K18
8D8D8D
R141 G141 B141
C47 M39 Y39 K03
#B0B0B0
176 G176 B176C
32 M25 Y26 K00
#DEDDDE
R222 G221 B222
C11 M09 Y09 K00
#F8F8F8
R248 G248 B248
C02 M01 Y01 K00
#FFFFFF
R255 G255 B255
C00 M00 Y00 K00
Using the colours
As important as using the right colours, is the usage of those. Here we’ll go through some examples. If you have any questions, please do not hesitate to ask the design team at Moneyfarm by email
When in doubt of what’s a good usage of colour, please check here
Hierarchy
Our two colours represent balance, technology, and human advice working together. With that in mind, they should always be displayed in balance in our design.
We aim for contrast, so it’s important to use white for any text or relevant information we display. Elements such as the arc can be aubergine on a watermelon background, and vice versa.
This simple rule can be seen throughout our social media, digital campaigns, and out-of-home print campaigns.
Balance
On out of home
We prioritise the “split screen” approach in most of our out-of-home advertisements, meaning one half should feature watermelon and the other half aubergine. These ads must be simple and convey the message in a clear and straightforward manner. In our opinion, there is no better way to achieve this than by placing the copy on a solid block of either aubergine or watermelon.
Once again, you can see the split screen approach applied in the pieces below. The image supports the copy, never the other way around.
On digital
On digital platforms, we aim for variety while maintaining brand consistency. While we often use a split-screen approach, the volume of weekly social media, newsletter and blog assets requires flexibility in colour usage.
Instead of always using split screens, we frequently use the darkest shades of aubergine and watermelon for backgrounds, paired with white text for contrast. We also use the lightest shades of both colours with black or dark aubergine text. This high-contrast pairing allows us to create diverse and non-repetitive assets.
Typo-
graphy
Typography
Moneyfarm has been a relevant player in the international investing industry for over a decade, with a series of awards on its records to back it up.
We welcomed 2024 with a new brand that fits better what we are delivering today, more appealing to our investors and as polished as our product offering.
IvyPresto is used for titles / Playfair Display is used as fallback
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 [#]@&<>£?!
For H1 and titles
Semi bold
A
Regular
A
Inter is used for body
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 [#]@&<>£?!
Bold accents
Body copy
Semi bold
A
Medium
A
Arial Narrow is used only for disclaimers
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 [#]@&<>£?!
The
arc
The arc
The arc has been part of Moneyfarm’s identity for the last years being used in several ways. It came from the logo mark and it served as an element for framing, transitioning and overall identity.
With Moneyfarm’s new identity, there’s a new arc, always looking into the future, connecting us with our customers, a symbol of the steps we give together and as it was before, a recognisable element we use throughout different platforms.
Here you can see how we use it.
Guidelines on How to Use it
There are essentially three ways to use the arc. The first and most commonly seen method is the framing setup, where we either place the subject inside one of the arc strokes or in the centre of the arc. The second method involves positioning the subject behind the arc, and the third method places the subject in front of the arc.
These three rules were designed to simplify our approach and allow for consistency without overly constraining our creativity.
Framing
In front
Behind
Do’s & Don’ts
When it comes to creating Arcs, we stick to some basic rules to keep their special qualities. We don’t show the whole inside curve or make a complete circle so that the Arc keeps its unique features.
We avoid making the Arcs look too 3D, keeping things simple and easy to understand. We also don’t nest one Arc inside another or break the Arc, so it always looks like it goes on forever without any clear ‘end.’
Do 's
Don'ts
Photo-
graphy
Photography
We bring our brand to life through photography of real people, living their lives and enjoying simple moments, all with the peace of mind that their wealth is secure with us. Whether they are looking into the lens or engaging with others, the essence remains the same: growing our wealth together.
Application
For website headers, primary out-of-home displays (in a broader campaign context), and standalone pieces, opt for photography featuring subjects looking directly into the camera.
In the case of multi-design out-of-home campaigns, images of 2+ people interacting are permissible. Both styles are suitable for SoMe. For content below the header on the website, prioritize pictures portraying 2+ people interacting, projecting happiness, and not looking directly into the lenses.
Thank you for your interest in our brand guidelines!
To experience the full content and design, we recommend using a tablet or desktop device.
We appreciate your understanding and look forward to sharing our vision with you!
See you on a larger screen!
Contact
Do you need any assets, have any questions, is there anything we didn’t cover, do you want to congratulate us on such an amazing work…? Anything you need, we are here for you.