EQUITY | THE LOGO
This playfully geometric logo was developed by FL@33 for educational boardgame Equity.
___ The minimal custom typeface and logotype design was combined with the tagline's Futura Maxi and its wide and particularly geometric letterforms. The tagline 'The Boardgame' features in various type sizes compared to the logotype in order to increase legibility as a whole across different size applications.
EQUITY | DESIGN INSPIRATION | IDENTITY SYSTEM | PAC-MAN
The Equity logotype design is based on ideas of so-called stock market bar and candlestick charts – visualisation graphs depicting value fluctuations across a timeline (see slideshow for examples).
___ Trading principles also visually informed the logo creation. Associations of a puzzle or more precisely a modular system were incorporated – graphically cutting away elements that are added elsewhere. Similar to diversified investments being moved and adjusted.
___ The logotype is a carefully considered modular tool box and first glimpse into what will be the starting point for a flexible identity system. The game's prototypes are currently already in advanced test-playing and fine-tuning stages.
___ The social media avatar is the profile picture shortform letter 'e.' that reminds us ever so slightly on a hungry retro video game Pac-Man chasing the dot – adding subtly to the overall playfulness.
EQUITY | THE BOARDGAME
The official – slightly edited Equity synopsis:
___ Fusing pedagogy, realism and gameplay to promote financial literacy founded on environmental and social responsibility.
___ Equity has the mission to make responsible financial literacy more inclusive and accessible. The Equity team are developing a pedagogical boardgame through which players discover the power of financial markets by competing to build the most profitable and responsible investment portfolios. The boardgame encourages our values of social and environmental responsibility as a framework for investing and managing money.
___ The boardgame's idea was inspired by Bourse: Le Jeu de la Finance, a Serious Game produced in 1976 by Editions Fenwick and developed by French academic and economist Bertrand Jacquillat. Discovering Bourse let the Equity co-founders consider the importance of gameplay in education, setting off the journey towards equity.