Vartana is re-imagining how businesses purchase software and hardware products with its modern BNPL (buy-now-pay-later) platform. Think: Affirm for B2B.

The Brief: 
Create a new brand identity that is not only distinguished from its competitors but also reflects the  core brand’s nature.

Solution:

As part of branding, we created a brand that symbolizes the dynamic nature and the movement involved in the world of finance. It also captured how Vartana enables and exists within the overlap between different entities. 

We collaborated with the CEO Kush Kella and Co-founder Ahmed Sharif to transform their brand vision to reality. They wanted to convey how easy and simple Vartana makes financing for its clients. 

At a glance the brand identity needed to convey the simple, dynamic and trustworthy nature of the brand itself. 

Logo Development

Vartana’s new logo is the center of the brand identity which comprises two overlapping pixels/squares which comes together to make another square. This subtly illustrates Vartana’s concept of how it enables the connection between two entities. The logo is simple, bold and smart which captures the spirit of the brand. 

The primary color palette consists of white, blue and corbeau (dark blue) colors that illustrate the technological aspect of the brand. The corbeau color is placed against the saturated blue color for a bolder and saturated look. 

The pixels or square along with the diagonal arrows treatment is applied in many places including animations, stationery, signage, website, social, etc. It creates a very distinguished graphic language that is recognizable and can grow even furthermore.

The flexibility of the diagonal arrows allows a lot of movement in the identity which also captures the nature of the business.

The website

Vartana’s new website was also proposed keeping the engineering and launch efforts in mind. It needed to be simple and easy to understand.