Tender Retail Brand Guidelines

Tender Retail is a tech company that provides middleware payment solution software, implementing retail-level EMV chip card technology for retailers and quick service restaurants. I started the project by re-branding their logo. We went through several iterations from it’s former pictorial mark of a chip reader. I chose a circle logo shape, as a great way to draw attention to the combination mark. The icon depicts a key-hole design and utilizes symmetry. The mark also conveys a sense of movement. In this way, the new mark successfully stands alone. It draws attention to the eye, and conveys an image that works to define who the company is and what they provide. Once the logo design was established, we choose a blue, analogous color palette. Google fonts were selected for versatility. The use of all the elements were then clearly defined in an easy to read brand guide.