iCoupon: Brand Identity for Global Digital Voucher Innovator
iCoupon is an innovative UK-based company specializing in creating digital vouchers with unique value encoding technology using QR codes or barcodes. The company has established a global partnership network with retailers, hotels, airports, cruise lines, and restaurants across Europe and plans to expand to sports events and festivals. The target audience for such a service includes high-level executives (CEO, COO, and CTO) who aim to create fully automated, intelligent, and future-oriented customer service for their business. They value efficiency, functionality, safety, and ease of use.
The main goal was to create an identity that reflected iCoupon’s innovative spirit while retaining the existing logo and primary color, considering their placement on a wide range of carriers worldwide.
iCoupon combines hard work, resources, and market knowledge to offer the best solutions for its clients. It is like a beehive, representing a systematic and standardized network of retail sellers and partners, as is the company’s approach.
Emphasizing the metaphor, we focused on honeycombs to reveal the multilayered process that created a strong system. The honeycomb elements convey ideas of connection, inclusiveness, openness, and an innovative approach to the voucher system.
The honeycomb cells show iCoupon’s multilevel integration process with partner compensation systems. Like bees working together inside the hive, iCoupon organizes many retail sellers and is open to new collaborations.
We modified the logo sign to have a honeycomb shape, reinforcing our beehive metaphor. The honeycomb’s soft, nature-inspired, rounded shape also rhymes with the customized typographic part of the logo, the letters have acquired a more humanistic character. Such details help to maintain recognizability and reveal the brand’s caring nature.
To highlight iCoupon’s innovative and technological product, we create our honeycombs in a 3D style, varying in thickness and color. At the same time, glass materials, soft natural shapes with rounded corners, bright colors, and dynamic composition help us achieve a friendly and caring image. The secondary visual series is simpler and more minimalist, designed as an informational background. However, we retain our main form — the honeycomb, to be recognizable. Our additional visual element is a flat honeycomb pattern. We kept our graphic element recognizable and in line with the metaphor but made it lighter and more straightforward for use as a background.
The primary color is Ruby Red and its shades. To enhance the corporate B2B image, we use a light gray background to create contrast while maintaining a light theme in the identity. This color combination allows us to anchor our recognizable red color in the category, and the rules of the brand palette and proportions will enable us to distinguish ourselves from competitors.
The Sequel Sans font family is easily readable in accent headlines and informative layouts. We use one font family and work with a striking contrast between elements in the system. Although the graphics and colors are bright and noticeable, Sequel Sans helps create a modern and corporate style.
We developed unique icons illustrating services and situations improved by iCoupon’s services. The icons’ technological and refined style supports the brand’s primary archetype.
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