© Design Stack 2020

Client

Navi

Scope of work

Brand Positioning, Visual Identity, Brand Guidelines

Navi: Safe, Smart, Simple

Navi is a FinTech company that leverages technology to empower customers with products and services that are easy to understand and simple to use. Its digital character makes it a future-facing brand with seamless user experience and security at its core.

The word ‘Navi’ (pronounced nah-vee) is a diminutive of the Indian word ‘Naya’ that connotes newness. Compact and differentiated, the Navi logomark is designed to aid this pronunciation. It cues a safe, simple and swift digital experience. The identity moves away from traditional institutional logos, connoting a smart, modern and versatile brand personality.

The brand font, Navi Sans is a custom typeface designed for a highly consistent and scalable brand architecture.

The red brand colour is both upbeat and centred while the sophisticated deep blue-grey offers a striking contrast with the buoyant red of the logo.

The red brand colour is both upbeat and centred while the sophisticated deep blue-grey offers a striking contrast with the buoyant red of the logo.

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