Speedy/Rapid Cash
Speedy/Rapid Cash (SRC) is a financial company that focuses on providing loans, and other financial services, to unbanked or underbanked customers. In it’s more than 25 years of operation, the SRC brand has undergone many transformations and evolutions. The follow up to the Modern Update, the Post Modern Update, pushes the brand forward again, while also looking back and honoring what has come before.
The somewhat cleverly named Post Modern Update succeeded the Modern Update, with the primary goal of “getting back to basics.” Even though the color palette was expanded with several shades of each color, the focus on the usage were very traditional SRC colors, SRC Red, SRC Green, and the SRC Lime. The colors were pushed to the forefront and were used in large, bold blocks of colors. The vibrant blues and teals have become less prominent, being saved for content, and interactive elements. While the icons and photography styles remained largely unchanged, the way they interact with the designs has been updated, layering in shapes and patterns behind them. And finally a friendly new font was introduced for headline usage, Museo 700. It’s subtle curves give it a friendly feel, while the weight of it’s slab serifs gives it some gravitas.
With the Post Modern Update SRC’s personality has shifted again, this time to be more welcoming and calming, losing some of the humor that came before. The messaging is still intended to be calming and friendly for customers, but this time by being welcoming and reassuring, rather than funny or cheeky.
