The making of the Finme logo

Overview• Process

Looking at the company’s competitors in Russia and Europe.

Creating associations.

Since the service doesn’t have a name yet, coming up with our own. For example, Funduk: a fund, a nut, sounds good.

Credits that go through an eye of a needle. Wordplay: need—needle.

And some more.

Selecting a short list of names and sketches for the client. Trying availability of domains in mind.

The bird with the coin is everyone’s favorite. The names didn’t work. The client said that instead of a single domain, domains in .com, .ru, .ua, .pl and .ro zones should be available, or better yet, in all possible zones. To purchase domains in all zones, we need to come up with a new word. 4–6 letters long (yeah, right).

Generating ideas and talking to the client.

Ultimately, the client comes up with the name, Finme. Working with it.

What if the Fin part is attracted to the pronoun Me? Like a magnet or a rubber band.

Sketching a couple more options featuring the link.

The bird with the coin could work well here, too.

The dynamic ligature-based design is universally approved. Drawing letters, choosing a color scheme, sketching business cards.

During the typesetting the client asks to add a Cyrillic version and a version with a descriptive caption.