The branding will be seen on Geo’s website, which has been created by The Bio Agency, and on exhibition material designed by Imagination for the financial services conference Sibos, where the product launched yesterday.
Marksmith was appointed by Travelex in autumn 2009 following a long-standing relationship between the company and Marksmith creative director Mark Smith.
The consultancy was briefed to create a name and branding for the product which would differentiate it from existing payment product Globalpay, which is targeted at businesses rather than financial institutions.
Smith says, ‘The branding needed to sit within the Travelex masterbrand but was different enough to encourage people to reappraise the product,’ says Smith.
Marksmith created the name Geo, as it was both relevant to sending money around the world and the consultancy wanted to choose an abstract rather than a descriptive brand name to further distinguish it from Globalpay.
The marque features circular white type, which suggests ‘the feeling of endless journey’, says Smith.