Brand Identity Designer — Build a Full Visual Identity System for a Consumer Tech Brand (Nigeria)

ABOUT THE BRAND

Confamer is a consumer app for the Nigerian market. People use it to check whether a product is genuine before they buy it, and to read and write reviews of products, brands and sellers.

The name comes from Nigerian Pidgin. "Confam" means to confirm or verify — it is a word every Nigerian already uses daily. That is the brand's biggest asset and the identity should feel like it belongs to that word: confident, plain-speaking, streetwise, trustworthy without being corporate. Brand lines we use include "Confam am before you pay" and "Scan am. Confam am."

The audience is ordinary Nigerian shoppers — market traders, pharmacy customers, mechanics, farmers, families. Not a Lagos startup audience. The identity has to work on a radio jingle, a market banner and a cheap Android phone screen, not just in a presentation deck.

WHAT ALREADY EXISTS

• A logo mark: an eight-point starburst containing a hexagonal "C" with an embedded tick, in five variants (amber on navy, navy on amber, amber standalone, monochrome, and a lockup with the wordmark)
• A wordmark in a high-contrast didone-style serif, with five stars and a rule beneath
• A four-colour palette: navy #053F5C, amber #F7AD19, mid blue #429EBD, pale blue #9FE7F5

These are a starting point, not a finished system. I am open to refinement of the existing marks, and to a well-argued case for changing direction — but I am not looking to throw away the name, the Pidgin positioning or the navy/amber character without good reason.

WHAT I NEED

A complete brand identity system:

1. LOGO — Refine and properly construct the existing mark. Deliver a full variant set: primary, horizontal and stacked lockups, mark-only, monochrome, reversed, and a simplified small-size version that still reads at app-icon and favicon size.

2. TYPOGRAPHY — Define the full type system. The current didone wordmark is display-only and will not survive as interface text on a low-density screen, so I need a paired system: a display face for brand use, and a highly legible interface face. One specific requirement: the interface face must clearly distinguish 0/O, 1/l/I, 2/Z, 5/S, 6/G and 8/B, because users read and correct serial numbers character by character in this app. A tabular or monospaced variant for numbers is needed. Please recommend open-source or clearly licensed fonts and state the licensing.

3. COLOUR — Build out the palette into a working system: primary, secondary, tints, neutrals, and a separate semantic set for status states. Important: the semantic colours must be visibly distinct from the brand palette, and amber cannot be used as a warning colour because it is the brand accent. Every colour must be legible on a cheap phone screen in bright daylight.

4. DESIGN DIRECTION — The overall visual language: shapes, grid, spacing rhythm, corner treatment, use of the starburst as a graphic device, iconography style, illustration direction and photography direction. This is the part that makes the brand feel like itself beyond the logo.

5. BRAND GUIDELINES — A clear, usable guidelines document covering all of the above, plus tone of voice (including how and when Pidgin is used), logo clear space and misuse rules, and worked application examples.

6. APPLICATIONS — App icon, social media templates, a market/retail banner, a printed flyer, and a simple business card.

DESIGN DIRECTION NOTES

Please avoid the visual clichés of this category: shields, padlocks, green ticks, hologram effects and "security" gradients. Every anti-counterfeit brand looks like that, which makes it invisible — and a static trust badge is the single most copied graphic in this industry. The identity needs to feel like a consumer brand people trust, not like a security product.

Think closer to a confident everyday consumer brand with strong African character than to a fintech or enterprise software look.

DELIVERABLES

• Full logo suite in vector (AI or Figma source, plus SVG, PNG, EPS)
• Typography specification with licensing details
• Colour system with hex, RGB and CMYK values, and accessibility contrast notes
• Icon set style definition with a starter set
• Brand guidelines PDF
• Application mockups as listed above
• All editable source files, organised and handover-ready

SKILLS REQUIRED

• Brand identity and visual systems design (not just logo design)
• Strong typography judgement, including type pairing and licensing knowledge
• Ability to build and document a colour system with accessibility in mind
• Experience producing brand guidelines that a developer or marketer can actually follow
• Understanding of design for African or emerging markets is a strong advantage

TO APPLY — PLEASE ANSWER THESE (generic bids will be ignored)

1. Share 2–3 complete identity systems you have built — not single logos. I want to see the system: type, colour, applications, guidelines.
2. Looking at the existing navy and amber palette, what semantic colours would you introduce for status states, and why? Brief answer is fine.
3. Which typeface would you pair with a high-contrast didone wordmark for a mobile interface used in bright sunlight, and why?
4. Your timeline and how you structure revision rounds.
5. Please start your bid with the word CONFAM so I know you read this brief.

BUDGET AND TIMELINE

Budget is negotiable for the right designer. Please quote in milestones — for example: direction and concepts, then logo and type system, then guidelines and applications. Tell me how many revision rounds are included at each stage.

There is further work to follow — this brand is going into an active product with a full UI/UX design phase after this one.