Forbes Fintech 50 listed Qapital is all about building a pot that’s more than the sum of its parts, taking small, incremental savings and turning them into a sizeable chunk of cash—which sets it apart from many of its peers in the fintech sector. This selling point had to stand out across the identity.

Like the service itself, Qapital’s identity reflects a cohesive whole built from a set of small, modular parts. Just as every penny counts in the Qapital user’s saving’s account, so each individual element of the Qapital logotype is part of something bigger and can be used across all manner of brand assets and illustrations.

Inspired by the language of data and finance, Qapital’s logotype is built from building blocks borrowed from pie charts, spreadsheets and graphs, all constructed within a strict grid system. Far from being strict though, the final identity is playful and engaging, reflecting the effects of Qapital’s services on the way its users save.