Passbuy – Logotype and Visual identity
Passbuy is an app that lets the user scan an item in a store and pay directly with their phone, making it possible for them to skip the line and keep distance to people. They don’t even need to say hello—or goodbye—to anyone, they just grab what they want, scan it and get their feet back on the street. Since they will spend less time in the actual store(s) and more time on the street, the identity draws inspiration from the cityscape and its street art.
The identity is intended to be visually flexible since it will need to communicate with different target groups and also be able to adapt to other brand identities as the app will have a login function for each store which will basically be a brand takeover.
For its initial release in 2021, Passbuy is available in a few selected stores and bars in Stockholm, Sweden.
The typeface used for the logotype is a customized version of Klim Type’s Geograph. Look at the GIF above to see the customizations made.
When we designed the symbol, we started from a circle (the hamster wheel of traditional shopping) which we broke into four pieces and then rearranged into two quarters and one semi circle. The quarters, flipped towards one another, symbolizes the quick "in and out" of a store while the semi circle serves as a metaphor for the time-saving purchase. Whether it is actually done in half the time probably depends on the line in the store and how fast you are with your fingers.
There is also another interpretation to it, but the client chose not to emphasize this in the identity. With that said, if you see some sort of octopus or jellyfish you aren't entirely wrong. Not at all.
The icons are drawn to resemble the symbol in the logotype with quarter endings where appropriate. They are drawn on a 32x32 grid and from the linear icons it is also possible to make a filled version.
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