Virgin Money’s Striking New Visual Identity Comes With Distinctive Loop In ‘M’

By Izza Sofia, 17 Nov 2020

Image via Pentagram

Pentagram has designed a new identity for Virgin Money, a new bank from Virgin.

According to the design consultancy, Virgin Money wants to move away from a “faceless, corporate look” and pursue a customer-focused approach to banking.

The studio has created a mono-linear wordmark complete with a distinctive loop in the letter M. The ‘M’ of Virgin Money is placed as the key feature of the wordmark and spotlights a loop shape to reflect the “energy and ambition of the organization, making you feel happier about money,” Pentagram adds.

A stacked version of the logo will be used on mediums where space is limited, like bank cards.

Virgin Money has also been given two new typefaces designed by Luke Prowse: ‘Virgin Money Sans’ and ‘Virgin Money Loop’.

The lettering designs are chosen for their “geometric curves, nuanced humanist forms, and hard edges and angles.” They also underline the modern, forward-thinking values of the brand.

‘Virgin Money Sans’ is crafted with the combination of geometric curves and hard edges to reflect its “functional and pragmatic side while embodying its people-centered approach,” while ‘Virgin Money Loop’ is a nod to the recurring brand loop, and seeks to create a “sense of movement” for the identity, Pentagram shares.

The instantly recognizable Virgin red is used as the brand’s primary color, paired with a secondary color palette of bright blue, purple and white.