PayLiK: two brands, one mark

Two companies were becoming one. eProgram ran an employee-benefits platform for companies; PayLik had its own name and a gold chat-bubble mark. The merged fintech took the name PayLiK and needed a single identity that carries both: PayLik’s gold and eProgram’s blue, in one simpler mark.

That mark had to work everywhere the product lives, from a 24-pixel app icon to a payment card, a phone screen and a launch campaign on Instagram.

The mark is built from two circles. The large cobalt disc is the sender, the small gold satellite is the reply: the old PayLik bubble, reduced to a dot on the rim. Read together they make a chat bubble, which suits an app where money moves between a company and its people, a salary advance asked for and received.

Inside the disc, four coloured strokes cross to form an asterisk, a burst that gives the mark its energy and becomes a pattern of its own, on the card and in the motion.

Everything is measured from the disc. The disc is the base unit, the asterisk spans 72% of it and the gold satellite is about 12% of its size, so the mark rebuilds the same way at any scale.

The wordmark is set in mixed case on purpose, PayLiK with a capital K, and the guidelines list the spellings that are never allowed: paylik, PAYLIK and Paylik.

Cobalt Blue carries the brand and Signal Gold is kept for accents, never used as a background. Deep Navy grounds the dark screens, and the asterisk’s four strokes take Blue Vif, Rose pastel, Rouge Vif and Signal Gold. Poppins sets the wordmark and headlines, from ExtraBold down to Medium, and DM Sans sets the text.

The symbol became an app icon checked at six sizes, from 180 down to 24 pixels, and a payment card: a cobalt-to-navy gradient at −24°, the asterisk burst as a watermark and the card number in Poppins Bold with wide tracking.

The voice is direct, warm, confident and bilingual, in French and English, and the tagline sums up the product: Tout pour vos collaborateurs. Sur une seule app. (Everything for your employees, in one app.) For existing users, the launch line was eProgram évolue. Vos avantages restent. (eProgram is evolving, your benefits stay.)

• Logo & symbol
• Wordmark
• Six-colour palette
• Typography: Poppins + DM Sans
• App icon in six sizes
• Payment card
• App UI
• Brand guidelines
• Launch motion

The product behind the brand: earned-salary advances, bonuses and gift vouchers, a wallet with its own payment card, and a benefits club with up to 50% off at more than 80 partner brands, used by 120+ companies (figures from paylik.ma).