New Station identity for Signifo

London design group Station Communication has designed the corporate identity for Web start-up Signifo, which is due to launch its services in September.

Billed as one of Europe’s first business-to-business financial application service providers for the Web, Signifo provides downloadable software services for the financial sector. It aims to reduce the need for investing significantly in in-house software and technology.

The creative brief for the corporate identity was two-fold, says Martin Chapman, partner of recently formed Station Communication.

“As a new partnership ourselves we have been involved in IT since the beginning, but the scope of financial services to be provided by Signifo’s applications is unparalleled in the UK,” says Chapman.

“The brief was to show that it was a dynamic Internet company and at the same time a trusted brand. We designed the logotype and a logo resembling an arrow pointing upwards and to the right – a safe and positive direction,” explains Chapman.

With the identity, he continues, the aim was to position it alongside “the robust and reliable services of a safe and clear portal”.

It also needed to be a highly respectable competitor in Europe, he adds.

The design consultancy was formed last August by partners Ana Fromm and Chapman, and now employs six staff.