Brand Appart’s ‘dual identity’ for Incard is a playful tug-of-war between corporate and cool — The Brand Identity – Home of the Greatest in Graphic & Brand Design

Incard, the self-proclaimed “#1 financial OS built by and for digital entrepreneurs,” has revealed a confident and contrasting brand refresh, created by Parisian design agency Brand Appart. The fintech company, which centralises business data and improves operational visibility for e-commerce founders, sought to redefine its visual identity to better align with its ambitious vision.

The project marked a clear departure from the old look – “everything shifted, from the goals, the target audience, to the messaging”– whereby Brand Appart was fully trusted to reimagine the identity from scratch and devise a look that would resonate with their clientele.

When designing for the bank – an area which can be cold and inhuman, if not careful – the initial brief was to evoke a sense of approachability and connection, but with a sleek and contemporary veneer. “When first approaching the idea,” explains Creative Director Arthur Humeau, “we thought of what could be described as a ‘dual identity,’ one that would merge the bold lifestyle of digital entrepreneurs with the refined, premium feel of a modern bank.” Taking this idea forward, the team experimented with the binary, creating two separate and distinct logos and visual styles. “It felt like we challenged ourselves to create a brand that’s serious and professional, yet still stylish enough to be the kind of logo you’d proudly wear on a T-shirt.”

While, at first glance, Incard’s icon and wordmark seem to have two very different personalities, they co-exist and work together breezily. “It all came together pretty naturally and actually allowed us to have more fun and freedom, not being stuck with one way or the other,” says Art Director Sam Barnes.

The wordmark’s starting point was a custom design, inspired by classic Swiss typefaces, and tweaked with details to feel more premium and modern. “On the other side, to embrace the bold and disruptive nature of the project, we stretched the first two letters to create the monolithic ‘IN’ icon – a stamp for a new generation of digital entrepreneurs,” Barnes reveals. “Funnily enough, in the design process, we actually built it the other way around, starting with the icon and then thinning it out into the wordmark. It’s kind of unexpected, but sometimes that’s just how things turn out.”

Their approach focuses on Incard’s unique selling point – lifestyle. “We wanted Incard to be part of people’s lives – a daily companion that reflects who they are,” Barnes elaborates. “So, we packed in as much branding as possible, everywhere.” This includes giving the virtual and physical bank cards a lot of care and attention, alongside bespoke branded coins. “They might look like just a cool extra, but they’re a real symbol of the brand that makes it stand out from the crowd.”