AMU Leasing identity and website

Accelerated Money For U (AMU) is an NBFC specialising in EV financing and leasing. The aim of their branding refresh was to have the brand logo and identity reflect their work at the frontier of modernity. At the same time, as a long-standing organisation, they had to retain their essence for recall from past customers and clients.

Studio Ping Pong partnered with them and centred the brand on their three primary tenets. The logo was text logo was updated and a symbol was attached to the brand. The new brand symbol forms an A with three intersecting ovals representing sustainability, finance, and technology.

Similarly, the colours and type echo these tenets. Teal blue and white were chosen as the primary brand colours. These are used in most of AMU’s collaterals. Orange and green as secondary colours break the monotony where needed.

The brand identity is formed around intersecting discs and lines, to signify movement and as a call back to the logo symbol. Stroked discs, matching the logo stroke weight were used as containers, bases and dividers within the branding.

The brand relies on two typefaces: Komet for titles and headings and Arpona Sans for body copy. With the company dealing in vernacular as well, Anek (all scripts, Regular, Medium, Bold) was chosen for any vernacular language use. As an NBFC, the script could not have too much flair – these typefaces were thus chosen for their readability and straightforwardness

This was a corporate branding project where conveying dependability and legitimacy were of utmost importance. The branding aimed to balance elements of modernity (ovals, lines, secondary colours) with classics of the sector (primary colours, typeface) to create a brand that stood for innovation without compromising trust.

The identity and its principles were then translated to a website, developed by ThunderClap.