Moby Digg creates grid-based identity for finance company Baugeld Spezialisten

Munich-based studio Moby Digg has created an identity for home financing company Baugeld Spezialisten, to redefine how the company approaches its clients and set it apart from other companies in the industry. “We were really attracted by the idea of reimagining the corporate identity of a company in the finance sector. Others might see it as a boring subject, we saw the sheer potential and opportunity to create value through design and change the appearance of an industry many people come in contact with,” explains Moby Digg.

The studio’s process began with a workshop that laid out its strategy. “We then looked at architectural backgrounds and thought a lot about the human side of individual perspectives and dreams, as well as the company’s services,” it says. This approach led to the design system, which the studio then translated into code.

The concept is a flexible identity that can easily be adapted, which reflects the ethos of the company. “Baugeld Spezialisten tries to bring the idea of your dream-home into reality, by focusing not only on the financial hurdles, but also on the human, emotional perspective. Both combined create a full picture of the world they are constantly facing,” says the studio. “The logo just builds on that exact combination of rational and emotional perspectives. The square acts as a frame, the circle as ‘focus’ and the perspective as the human point of view. All together they visualise a grid and therefore build a bridge to the start of many ideas: the drawing-pad.”

The monochrome graphic elements are complemented by the typeface used, Akkurat Mono by Lineto, which derives from typewriters and reminded Moby Digg of the act of writing letters. “Its slab serifs pick up on the basic graphical system of the grid and lines, therefore we thought it would match it quite well,” the studio explains. “The colour was based on the idea that a decision is often made up by the combination of emotional and rational factors. Both appear to be very different but they come together to create the final decision. We thought it would be interesting to take that concept and translate it into the colour system.”