Abacus Brand Development
After many years of establishing themselves in the FinTech world, Abacus was in need of a fresh coat of paint. As the Visual Designer, it was my job to execute and implement brand updates across product and marketing. This included updating the Abacus logo and creating style guides to help maintain the new brand.
Role
Logo design
Visual design
Iconography
Web Design
Illustration
Print Design
My goal in leading Abacus’ logo refresh was to maintain recognizability, yet significantly increase the flexibility and effectiveness of the visual brand. To learn more about the creative process check out my blog post here.
After nailing down the new logo, I worked closely with the Product Team to develop a style guide that would be implemented across our website and product. My role was to unify color usage, build out Abacus’ iconography set, as well as create guides for how to use the logo.
There are 8 primary empty states within the Abacus product and I designed custom illustrations for each one. The illustrations were used to help establish a more informative and empathetic user experience. Check out my blog post about my creative process in designing each empty state here.
And with a new coat of paint comes new swag…
