The class feedback this week favoured the names Templar Bank and SafeSave, though I have decided to choose the name Templar’s Vault, as it more aptly fits the theme of knights, and seems more playful, attracting the less formal tastes of the younger customers, an example of this is Monzo’s consumer base, who also have a less formal atmosphere, and almost 20% of their customers are aged under 25. The iconography of a vault also gives the customers a feeling of security, which is my main value of the brand, while simply using the word bank conveys little meaning beyond the brand’s function.

In the class this week, the typeface which I created a persona for was Lucida.

I found that the font was created 40 years ago for use in magazines and newspapers, and its purpose was clear readability, which is why I chose journalism as the persona’s occupation. The typeface has been used in various famous brands, such as Apple, Facebook and Windows, for use in screen displays at small sizes.

I began choosing a typeface for the brand’s name. These typefaces are, in order, Lusitana, Baskerville, Mrs Eaves, Marcellus, Caslon and Luxurious Roman. I am leaning towards Lusitania and Baskerville, as Luxurious Roman is only available in italics, and I think that serif typefaces fit the brand better than the sans serif style of Marcellus. I am also drawn to the uniform width and height of the letter forms in Lusitania and Baskerville over Mrs Eaves and Caslon, which have one dimension more extended than the other.

I also researched iconography of the Templars in preparation for furthering the brand’s wordmark and logo. I found various images of depictions of the templars, such as this, highlighting the colours and symbolism of their attire.

I will possibly use the historical context of their clothing to inspire the colour palette of the app, and perhaps create the T of Templar’s Vault using the shapes of the cross symbol they worse on their shields and vestments.