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well as a Fibonaccid cloud system. There are three clouds that grow in increasing size
(using the Golden Ratio) from the background to the foreground, moving from dark to
light. Yet, we encounter the same problem as before, the logo doesn't really tell the
viewer what the company does.
The second mutation keeps the stacked lettering and uses one solid chrome
cloud that encompasses the text. The chrome coloring of the chrome is two fold. First,
the chrome cloud has a luster that is similar to that of silver coins and money. Second,
the chrome symbolizes modernity and advancements in technology. Thus, the chrome
is a nice addition and visual to draw upon as representing a Financial-technology
company. Furthermore, smaller icons depicting currency symbols are used on both
sides of the cloud giving the viewer the first glimpse of transfers in, transfers out. We
see the cloud now as a conversion unit table, where one enters coins in the form of
British Pounds, Euros or Dollars, and what comes out is their converted equal. Precisely
what the companys objective is. Unfortunately, this is just a mutation and not the logo
itself. This is just a graphic to visually represent the companys mission and objectives.
transparency, The Currency Cloud is constantly changing the graphs on their logo to
show how effective and efficient they are being for that day. Here are a few examples of
some variations of transfers in, transfers out and response time.
Fast. These clouds and their variations are the essence of sleek, cool and fast.
The cool color choices of blue, green, teal and aqua give a sense of flowiness but also
of haste. Just like their counterparts in the sky, these clouds can move at light speed.
They resemble the companys turnaround rate of 95% of transactions are completed in
24 hours, these clouds are fast. In fact, one of the graphs is a function of the companys
response time.
Easy to use. This logo is anything but complicated. It is simple, understandable,
reliable and trustworthy. Qualities that The Currency Cloud tries to posses. The
Currency Cloud claims that full operation of their services are available in as little time
as one month for large companies. They boast of secure and safe payments and scan
all clients and cross reference them with sanctions lists as well as other high risk
countries.
Engine. Clouds move by one driving force, the wind. Just as strong winds can
move clouds, The Cloud Company desires to move money. By having top of the line
equipment and efficiency, The Cloud Company is processing $7 billion in payments
annually.
Possible Futures
I can see this logo moving in a few directions. First, I see them correcting the
alignments and spacing of the lettering beneath the graphic. The graphs start at the
beginning of the letter e in the and end and the beginning of the letter c in cloud.
The spacing is not equal or congruent and is not super pleasing to the eyes.
Additionally, the word currency is not aligned directly and symmetrically under the
graphs.
As for as color scheme goes, I like where they were headed with chrome.
Possible variations of blue and green tinted chrome may be possible futures. This may
however be difficult to achieve in the transparency category. This would, however, give
more symbolism to the money trading aspect of their company.