Branding
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Identity
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Logo
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4
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/ Credits
/ About the project
Finstar is a Romanian SaaS platform that turns accounting data into decision-grade reporting for SMEs — dashboards, KPIs, alerts — plus SAF-T (D406) validation to keep companies compliant. It’s built to demystify numbers and help founders make real-world moves, not just look at pretty charts.
The symbol riffs on the letter “F” — bold, geometric, modular — telegraphing automation, rigor, and momentum. Cuts and chevrons echo spreadsheets, tiles, and the native UI of finance; forward slants and arrowlike terminations say “insight → action.” Symmetry and disciplined spacing keep the trust dialed in.
The wordmark is product-first and unmistakable: rounded sans with square horizontals, a single-storey “a,” compact “t/r,” and orbital “star” dots that double as data points — a subtle celestial nod to signals lighting up a ledger. Tight-but-breathable kerning keeps it dashboard-ready.
Primary palette balances deep reliability with crisp highlights and tactical accents: Profit Green, Midnight, Electric Teal, Ice, plus alertive Red Flag and statement Royal Purple. It avoids the default “corporate blue,” staying bold but reassuring.
Secondary neutrals — Charcoal, Paper, Mist, Assurance Ivory, Policy Periwinkle, Invoice Fog — bring calm, legibility, and space across UI and print. For analytics, a broader “Charts” spectrum ensures differentiation at scale (dashboards, decks, reports) without visual noise. Patterns extend the symbol into motion — rhythm, progress, direction — a unifying visual texture that brands product screens and content without shouting.
Finstar sits at the intersection of clarity, compliance, and speed — the brand had to look like a decision engine, not a template. The modular “F,” data-dot wordmark, and disciplined palette give founders immediate trust; the pattern and photography inject ambition and momentum. Paired with a product that automates reporting and SAF-T checks for IMM-uri, the identity makes “financial management” feel navigable — and genuinely empowering.
