Nexi is the European PayTech group formed in 2017 from the merger of two historic Italian payment companies, ICBPI and CartaSi, later incorporating SIA and Danish Nets to become a leader in European digital payments.[1] The company’s visual identity was created as part of a major rebranding effort that accompanied the group’s launch.
Design and History
Nexi was introduced on 10 November 2017, when ICBPI and CartaSi announced they would rebrand as Nexi, a new Italian group aiming to build the future of digital payments in Italy in partnership with banks.[2] The rebranding was handled by the branding agency Landor.[3]
The name Nexi was chosen to reflect the concepts of “next” as future and innovation, as well as closeness to banks and millions of citizens and merchants. The name also contains the letter “x,” which appeared in the ICBPI symbol, and the sound of the “i” characteristic of CartaSi.[4]
The rebranding investment for the group was 5 million euros in 2017, with an additional 15 million euros planned for the following year.[4] The launch campaign, with the payoff “Every pay, every day,” was handled by M&C Saatchi, while Landor managed the rebranding itself.[3]
In September 2023, following the merger of Nexi, Nets and SIA into the Nexi Group in January 2022, the group expanded the Nexi brand into the DACH region. Concardis in Germany and Austria, and Nets in Switzerland, began operating under the Nexi brand going forward.[5]
Meaning and Symbolism
Nexi Blue is the institutional and primary brand colour, and it must be the dominant colour across all materials, both print and digital.[6] The brand guidelines also specify a Nexi Light Blue as a secondary colour.[6]
The Nexi logo is a typographic wordmark. The brand guidelines describe the logo as a key brand asset, with construction rules for social icons calculated starting from the height (X) of the Nexi logo.[6]
Typography and Design
The Nexi Sans Pro font family is the official typeface of the Nexi brand, chosen for its clarity.[6] The brand guidelines state that typography plays a fundamental role in conveying the Nexi brand identity.[6]
The brand identity system also includes an icons font, a library of SVG and PNG icons, and animated logo elements such as opening and closing animations and dots animations.[7]
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