Dgays is a banking technology company that powers digital payment structures of banks and alternative payment channels. As the leading fin-tech company in Turkey, Dgpays is managing 9.2M credit cards, 3.200 ATM's and over 150.000 POS' along with innovative financial services and products. To keep up in a world of emerging banking technologies, Dgpays partnered with Makine to create an iconic brand identity. Together we repositioned DG-Pays as "The leading fin-tech innovation platform that creates cross channel business opportunities".
We approach branding as the most critical part of any communication effort. Our aim is therefore to create archetypal brand identities that connect with the subconsciousness of its viewers. To do so we use ancient symbology as a universal language that is location independently recognizable. In case of Dgpays we conducted a brand identity interview with specific questions, designated to frame all of its core values. We created a map with all keywords and interlaced them until we had four keywords that represent the very core of the brand. Then we translated the keywords into universal icons.
One of the keywords we had interlaced was "trust". In order to discover universal visual codes for keywords we simply look at basic phenomenons that accompany mankind since its existence. The sun, the belly of an expectant women, a warm hug, a drop of life-giving water - all these are from a design perspective round shapes. So is the visual code for "trust" is a circle. After we translated all four keywords into basic icons, we reached the final stage of the design process. We merged all icons into a powerful pictogram. In order to design the most harmonic visual balance, we used the golden ratio to calculate and measure the sizes of its containing elements and their distances to each other. That's how brand identities designed by Makine are able to instantly connect with the subconsciousness of people.
"Our new brand image shows how put together we are and that resonates with our clients like we never experienced before"