Set up in 2012 as part of financial and retail technology company Diebold Nixdorf, Aevi was spun out as its own business in 2015 and now offers a cloud-based payment platform that works across different channels and devices.

To cement its positioning as a payment partner, Anagram was tasked with updating Aevi’s branding – which had previously featured a bendy, only semi-legible wordmark. The studio focused on the ways the platform can set payments free, and built its new branding around that.

As such, the identity embraces what Anagram describes as a “light and springy” feel, focusing on loose rather than linear shapes. This is expressed via squiggly motifs and icons, as well as a new custom typeface, Aevi Basis – created by Colophon – that echoes the forms of global currency symbols.

Anagram has adopted a new colour palette as well, foregoing the “sea of blues that wash over the fintech space” for a mix of bright green, forest green, pink and coral.

Aevi’s new identity fits squarely into a burgeoning camp of finance brands embracing new approaches to design and branding, kickstarted by the likes of Monzo, Starling and Revolut in the 2010s and continued by a wave of new businesses such as Keebo and Everything.

anagram.london