Daily Archives: 02/03/2021

Habito’s new identity

The mortgage company has worked with Uncommon on an unexpectedly psychedelic rebrand, which lives in a “euphoric dreamscape”

The world of finance and mortgages aren’t the first place you’d look for fantastical branding, but Habito’s new identity is shaking off the stuffy typefaces and restrained colour palettes in favour of what Uncommon describes as “phantasmagoric” visuals.

The studio has introduced a new logo and series of graphics – designed in partnership with New York artist Saiman Chow. The brand’s former word mark – which was very much part of the geometric sans serif movement – has been replaced with a chunky ‘winged’ typeface, which apparently speaks to the ease of getting a mortgage via Habito.

It’s also part of a mortgage heaven vs hell narrative the brand has set up, which includes animated TV adsdepicting towering stacks of paper and grasping tentacles as the nightmare alternative to Habito.

But while it’s great to see more brands using expressive typefaces, where the identity really shines is in the swirly dreamlike textures and graphics that form the backdrop.