Penguin Loyalty
Brand Guidelines
Penguin Loyalty | Brand Identity, Logo, Guidelines
The Brief
Penguin Loyalty needed a visual identity - logo, typography, colour palette, and full usage guidelines - that captured the brand's vibrant, friendly character.
The Problem
The loyalty-solutions space is crowded and largely interchangeable on sight. The identity had to work equally well for two very different audiences - the businesses adopting the platform and the customers using it day-to-day - while standing out in a category where most competitors look the same.
My Role
I led research, logo development, and style establishment, working through the brand's core values and target audience with the brand's representatives to land on a mascot-led, SF Pro-based system.
The Result
A complete brand guidelines system - playful penguin mascot logo, SF Pro typography, and a defined colour palette, built to carry consistent brand recognition across every touchpoint, including the app itself which can be found here.
