• Kemal Ege Kumkumoglu (Student)

Payneer, A Brand of Redefinition



Who is Payneer?

Payneer is a next-generation fintech start-up aimed at democratizing payments with its state-of-the-art, innovative, easy to use solutions.


But more than that, Payneer wants to become a revolution, a redefinition of the way we think and exercise payment!!


As a budding brand, we took our centre idea from the concept of redefinition. To give a bit of backstory, let's go back in time to the emergence of Romanticism.


Romanticism


(Medusa’s raft- Théodore Géricault (romanticism))


Romanticism, first defined as an aesthetic in literary criticism around 1800, gained momentum as an artistic movement in France and Britain in the early decades of the nineteenth century and flourished until the mid-century.


With its emphasis on imagination and emotion, Romanticism emerged as a response to the disillusionment with the Enlightenment values of reason and order in the aftermath of the French Revolution of 1789.


With the hold of the academy broken, artists searched for other ways to express themselves. Movements like Realism, Art Nouveau, Impressionism, Fauvism, Expressionism, Cubism and finally Surrealism emerged. Each of these movements helped artists take on subjects they couldn’t before.


The Break

With the influence of these movements, the way art was viewed changed in the world. In Art Nouveau works of Alphonse Mucha and Henri de Toulouse Lautrec caused areas like poster design, and packaging to gain some interest. Following them, in 1919 a school called Bauhaus was founded by Walter Gropius and Laszlo Moholy Nagy. The influence these people gave their students and the world, gave birth to design as we know it….




Henri de Toulouse Lautrec – Ambassadors Poster Alphonse Mucha – JOB packaging (Art Neuveau)


But we think what really changed it all was Surrealism. Surrealism was a movement that began around the same time the Bauhaus school of design was founded. It is a movement based on the absurd, the unreal, the impossible… Artists like Rene Magritte showed the world what it was to depict the impossible, and in my opinion, gave birth to a whole new level of free thought and expression.


Who is Payneer?

The inspiration of Payneer's story was born from the combination of these two elements, we wanted to portray the function first approach of Bauhaus merged with the dream-like depictions of Surrealism. Payneer's ultimate goal is to eliminate the obstacles payments create in our daily life. To allow people to experience life faster, and to allow them to be free.



With our logo, by using a homonym of our name (payneer - peynir) as the inspiration for our identifying mark, we aimed to capture the absurdity of surrealism and matched this essence with a custom geometric sans serif typeface, one that feels modern and minimal, yet packs enough energy to get you excited every time you are exposed to it.



With our mark, our goal is to be recognizable and memorable. Ultimately however we want our "Payneer" to be the representation of payment technologies...


Take a look at our case study on Payneer: