Leading Whale Logo and VI is an innovative visual identity system that masterfully combines the imagery of a whale with the familiar form of a piggy bank, creating a distinctive and resonant brand identity for a mobile Internet-based financial platform. Developed between October 2017 and January 2018 in Beijing, this sophisticated design solution effectively addresses the challenge of standing out in a competitive financial services marketplace while conveying values of safety, reliability, and approachability. The logo's conceptual foundation draws from the symbolic power of the whale, representing strength and dominance in its natural domain, merged with the universally recognized piggy bank form that evokes financial prudence and savings. The design employs a large color area treatment that enhances visual impact and incorporates a unique coin slot element, making it instantly recognizable across various media applications. This versatile visual identity system demonstrates exceptional attention to detail in its execution, particularly evident in the work permit and outdoor advertisement applications where the coin slot form creates engaging visual interactions. The design, which earned an Iron A' Design Award in the Graphics, Illustration and Visual Communication Design category in 2018, showcases a modern and concise approach that successfully appeals to its target demographic of young middle-class consumers while maintaining the gravitas expected of a financial services brand. The comprehensive visual identity system encompasses various touchpoints, ensuring consistent brand representation across multiple platforms and maintaining its distinctive character whether displayed on mobile applications or traditional marketing materials.
visual identity design, financial branding, logo design, whale imagery, piggy bank symbolism, mobile application branding
CITATION : "Adam Dawson. 'Leading Whale Logo And VI.' Design+Encyclopedia. https://design-encyclopedia.com/?E=440692 (Accessed on June 07, 2025)"
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