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How we look
By visually contrasting emotion and function, we create spaces for customers to focus on two key moments. An emotional moment that gives clarity and calm. And a functional moment with a clear goal, showing them exactly what they need to do.
Give me clarity
Emotional
Let’s take a deep breath.
This space is emotionally immersive. It should be like diving into a world of serenity and can use any language of relaxation: breathing animations, flowing landscapes, sunrise gradients, etc. It can also be used to host advertising communications, as long as it follows our wider brand strategy.
Give me control
Functional
Let’s get you what you want.
This is a lighter, clearer space. It’s where our customer gets informed, takes action and feels in control. It should be uncluttered, with as much white space as possible so the content is digestible. Elements of branding still come through but with lighter touches: gradients in titles, illustrations, layering effects, CTAs, etc.
Bringing our logo to life
Our logo becomes the incarnation of what the Get Money Calm feeling is all about. It breathes, changes its state and adapts to what we’re talking about. It holds the emotional space we can dive into or out of.
Layers of calm
Layering effects can be applied in different ways within our emotional space.
Subtle background effect imitating the sunrise
Breathing logo mark
Within illustrations
Edge of blocks/transitions
Logo
The logo is the MoneySuperMarket representation of Money calm. It's smooth organic curves are comforting and the layering effect bring it to life by suggesting movement and flow.
Colour
The MoneySuperMarket colours bring warmth and stand out in the world of comparison websites.
Secondary colours have a hint of the primary colours in them to ensure a nice harmonious colour palette.
Typography
Filson Soft
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789!@£$%^&*()<>?:”|{}+_,./;’\
Helvetica
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789!@£$%^&*()<>?:”|{}+_,./;’\
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789!@£$%^&*()<>?:”|{}+_,./;’\
Filson Soft is a round, soft font that echoes the Get Money Calm brand positioning.
It’s used for all titles and headlines and it’s an ownable font for the brand (used in the logo). It should not be used for any smaller type or body copy, as there can be readability issues.
Helvetica is our accessible web font, perfect for smaller text. It’s used for all small type and body copy. It should not be used for any large text.
Icons
Icons should use the primary brand colours only and play with an overlay effect to echo the logo. Each logo has 3 variations of complexity depending on what size they need to be used.
Illustration
Illustrations should always empower the end user with a narrative that makes them human and relatable. Using just our primary colours and tints, our illustrations inspire calmness through the clever use of layering and gradients.
