Following the introduction of new legislation for short term
loans and reporting annual losses of £37.3 million Wonga
has rebranded and repositioned as a "responsible and
Tues, 19 May 2015 | By Tom Banks
See original link for full story
Wonga have been given a complete overhaul not just of how their brand
is perceived visually, but they have endeavoured on a marketing campaign
to aim their product / service at an older audience and a less vulnerable
demographic in response to new government legislation targeting the
'pay day loan industry'. The new legislation passed in January means
that people who enter short-term credit agreements will never have
to pay back more than double what they borrowed.
Wonga have to their credit
(pardon the pun) gone above and
beyond what is expected of the industry in an attempt to be
more transparent and lead the
way in responsible lending in the UK.
They have even gone as far as removing their logo from children's
replica Newcastle United FC shirts whom they sponsor so as not
to influence the young.
Further changes to how Wonga operate
have been announced in their press
release all of which I think will be welcome. http://about.wonga.com/
Getting onto the visual element of the rebrand. The brand marque is pretty good, however I do feel that in losing the holding device (speech bubble) and reintroducing it as part of the 'W' has slightly detached the 'W' from 'onga'. Maybe it is due to the point of the speech bubble not really fitting with the slab font and rounded corners. Personally I would have rounded that point to soften it making the whole thing feel more related. The only other element I feel could have been treated differently is the colour. I am not sure the ice green works with the blue I would have reduced the yellow a gnats but that's just personal taste.
Jason Farr - Partner Trillium Brands
| Wednesday 20th May 2015