A brand designed to lead Fintech
Iqanos is designed to lead the Fintech sector: Offering financial expertise paired with AI, the startup empowers individuals and businesses to unlock their financial potential.
Brand credibility and clarity are crucial in competitive, innovation-driven industries like Fintech. Iqanos was conceived as a hero brand designed to position companies as capable leaders offering intelligent, reliable solutions. Our goal was to develop a cohesive brand identity, naming, and visual system for a SaaS brand that resonates across multiple tech-driven sectors, while ensuring adaptability across all digital and physical touchpoints.
Concept & Strategy
Iqanos stands for quality, power, and experience, symbolized by the oak tree — a timeless icon of strength and growth. Its visual language features soft pastel tones balanced with strong typographic elements, delivering a lightweight yet authoritative experience. The brand’s personality fuses two archetypes: the Sage, embodying wisdom, insight, and continuous learning. On the other hand, the Hero: courageous, determined, and resilient, meeting challenges head-on with confidence. Iqanos' tone is professional yet witty, designed to communicate not only knowledge but also a confident mastery over complex challenges, making it an ideal partner in fintech markets.
Naming
"Iqanos" is a neologism rooted in the Greek word “Ikanós” (ἱκανός), meaning capable and skillful. The name’s initial “IQ” hints at intelligence and innovative solutions, while the strong consonant sounds “Q” and “N” convey solidity and reliability. The result is a name that is both memorable and meaningful, projecting a blend of approachability and strength that is critical for building trust in B2B Fintech and SaaS industries.
Logo
The Iqanos logo incorporates circle shapes symbolizing infinity and oak tree rings, reinforcing themes of wisdom, continuity, and growth. The responsive logo adapts seamlessly across devices, maintaining brand consistency from mobile apps to desktop platforms.
Typography
Iqanos employs IBM Plex Sans and Chivo Mono. IBM Plex Sans is a neutral yet approachable Grotesque-style typeface known for its exceptional legibility across print, web, and mobile platforms. This modern sans-serif font strikes a balance between clarity and personality, perfectly supporting the brand’s professional and accessible voice. It emphasizes precision and ease of use, particularly in UI elements, ensuring a seamless user experience across all digital touchpoints. The solidness and balanced strokes of Chivo Mono give both elegance and practicality for attention-grabbing texts.
Imagery
The Fintech brand’s visual language draws inspiration from organic shapes reminiscent of tree growth rings, symbolizing intelligence, wisdom, and sustained growth. Rendered in sophisticated grey tones, these motifs serve as a foundation for more abstract brand visuals, thoughtfully integrated with the brand’s signature pastel color palette. Complementing these elements, human photography featuring expressive and confident facial expressions grounds the technology-focused brand in authenticity, fostering trust and emotional connection. Additionally, the logo’s negative space is creatively used to generate distinctive and recognizable brand shapes.
Website
Iqanos’ website leverages a dominant palette of soft pastel blues and greens, creating a lightweight, intuitive, and user-friendly interface. These colors convey trust and technological sophistication while breaking away from conventional industry palettes, making the tech brand’s digital presence both approachable and uniquely identifiable within the Fintech landscape.
Brand Communication
To ensure consistent brand recognition, Iqanos’ communication materials include impactful billboards, professional business cards, and streamlined UI design components. This cohesive visual identity empowers the fintech startup to deliver a strong, memorable presence across all customer touchpoints, reinforcing its position as a confident and reliable partner.
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