Machine Factor / Naming and branding for a team of geniuses

The startup helps investment and financial managers anticipate changes more accurately and make important decisions quickly and impartially with the use of machine learning.

Machine learning guys are the hipsters of the financial market — they slowly replace the dinosaurs. The future belongs to them!

The target audience is progressive financial managers and investment bankers who use or want to apply algorithms and machine learning in their work.

How did we come up with the brand name?

We wondered: why are people starting to trust machines more than people? People make mistakes because they can be emotional and miss important details, while machines only work with cold calculations. If the human factor is always an additional risk, the machine factor is an additional value.

The «Machine Factor» in the financial market is the decisive factor that leads progressive investors to victory.

Our approach to the visual identity

The machine factor knows when to raise and when to fold, we used typical images of these deltas for algorithmic trading and turned them into a brand pattern symbolizing a positive market situation.

The logo is a monogram. We used the grotesque font and replaced rounded lines with sharp corners.

We chose cyber violet in combination with a rich dark blue and added white.