Discover how Plau Design collaborated with Inter (formerly Banco Inter) to craft a revitalized branding and visua identity, including a custom typeface, Citrina, that captures the essence of a modern financial super app.
When a financial institution sets its sights on international expansion, a strong and cohesive brand identity becomes paramount. This was the challenge facing Inter, formerly known as Banco Inter, as they sought to reposition themselves in a competitive global market. Central to this transformation was the development of a new visual language, including a custom typeface that would become the cornerstone of their brand.
Plau Design, renowned for their expertise in typography and branding, was brought on board to collaborate with Inter's marketing, design, and development teams. The project brief was clear: create a typographic system that would not only complement Inter's existing interface font but also embody the spirit of the rebranded company – Inter & Co.
The ampersand in "Inter & Co." became a focal point, symbolizing partnership and unity. This, along with the redesigned logo, served as inspiration for the custom typeface, Citrina. Citrina draws influence from classic fonts like Futura but with a contemporary twist. Its generous x-height and distinctive letterforms, particularly the rounded "o," "c," and "e," create a visual rhythm that's both dynamic and approachable.
Versatility was key. Citrina was designed with two axes of variation – weight and optical size – allowing for adaptability across various applications. For smaller sizes, designers can further fine-tune the spacing, ensuring legibility and visual harmony. The variable web version of Citrina streamlines the design system, reducing file size and server requests.
This rebranding effort extended beyond typography. A new symbol, logo, and a cohesive visual and motion language were developed, all working in concert to differentiate Inter & Co. in a crowded market. The result is a brand identity that feels fresh, modern, and uniquely Inter.
The Inter & Co. project exemplifies the power of typography in brand storytelling. It demonstrates how a well-crafted typeface can not only enhance visual appeal but also convey the core values and aspirations of a company. As Inter & Co. embarks on its global journey, its new brand identity, with Citrina at its heart, stands as a testament to the transformative potential of thoughtful design.
Branding and visual identity artifacts
Credits
- Strategy + Content: Time Inter
- Creative Direction: Bruno Ribeiro, Ralph Mayer, Ronaldo Vidal
- Type Design: Carlos Mignot, Rodrigo Saiani
- Design: Bruno Ribeiro, Ralph Mayer, Ronaldo Vidal, Rônatan Bica, Satsuki Arakaki, Carlos Mignot, Rodrigo Saiani, Aline Caruso
- Motion: Miriam Kim, Ronaldo Vidal, Rônatan Bica
For more information make sure to check out Plau Design at plau.design
