Zensum

Emotional Wellbeing

(zen)

Represents the human side of finance — bringingclarity, calmness, and honest support to removestress from every financial decision.

Rational Stability

(sum)

Delivers exact financial precision through smartcalculations, debt optimization, and sustainablelong-term growth.

Core

Brand Pillars

Rooted in Eastern philosophy and the serenity of nature.

These four core principles form the foundation of Zensum’svisual system,

turning financial clarity into a calm and

harmonious experience.

Lotus Geometry

Petal-inspired organic curves define theouter rounded silhouette, symbolizingnatural harmony, clarity, and trust.

Water Ripples

Concentric ripple geometry defines theinner curves and key nodes of the ‘Z’,symbolizing natural flow and peace ofmind.

Cairn Structure

Pebble-inspired geometry guides theupper outer curve, bringing naturalalignment, balance, and solid trust tothe mark.

Yin-Yang Flow

The S-wave of Yin-Yang defines thecontinuous flow of the ‘Z’, unitingemotional calmness with exact financialbalance.

Symbol

Construction

Translating natural harmony and brandpillars into precise geometry.

The main horizontal lockup is the core representative element of Zensum’s brand identity. It is optimized for maximum legibility and trust across official digital, marketing, and corporate communications.

Reversed Assets (On Dark Tones)

When placed on dark surfaces like Nordic Blue,both the Wordmark and Monogram transition tosolid white for maximum legibility and contrast.

Monochrome Applications

For high-contrast print, single-colordocumentation, or monochrome media, a solidblack version on white (and solid white on black)is fully permitted.

Approved Background Palette

Both standalone assets share identical color rules andare strictly approved for use on the primary backgroundtones, as well as light secondary brand colors:

1/3 X

1/3 X

1/3 X

1/3 X

Clear Space & Proportions

To maintain the visual integrity and legibility of the Zensum brand, a minimum clear space of1/3 X (where X represents the height of either the primary lockup or the standalonemonogram) must be strictly maintained on all four sides.

No other graphic elements, typography, or page margins may enter this designated area.

Core

Brand Colors

Inspired by Nordic tranquility and structural balance.

The primary color palette forms the visual anchor for Zensum,

across digital and physical

touchpoints.

combining trust, clarity, and calm

Secondary

Brand Colors

Soft natural tones for backgrounds, icons,and illustrations.

Forest Sage

HEX

#4E7461

RGB

78, 116, 97

CMYK

33 / 0 / 16 / 55

Pale Moss

HEX

RGB

174, 205, 191

CMYK

15 / 0 / 7 / 20

HEX

#E8F3EF

RGB

232, 243, 239

CMYK

5 / 0 / 2 / 5

Warm Clay

HEX

#B39860

RGB

179, 152, 96

CMYK

0 / 15 / 46 / 30

Linen Tint

HEX

#DDCFB2

RGB

221, 207, 178

CMYK

0 / 6 / 19 / 13

Soft Sand

HEX

#F4EFE3

RGB

244, 239, 227

CMYK

0 / 2 / 7 / 4

Regular

CALCULATE YOUR OFFER 01/04Monthly Payment → €340/moAPR: 4.25% ★ [Approved]

Selected loan amount — SEK250,000 | Term: 60 months

Status: Ready for payout |zensum.se

Medium

CALCULATE YOUR OFFER 01/04Monthly Payment → €340/moAPR: 4.25% ★ [Approved]

Selected loan amount — SEK250,000 | Term: 60 months

Status: Ready for payout |zensum.se

SemiBold

CALCULATE YOUR OFFER 01/04Monthly Payment → €340/moAPR: 4.25% ★ [Approved]

Selected loan amount — SEK250,000 | Term: 60 months

Status: Ready for payout |zensum.se

Usage:

Source:

Rethink Sans is a contemporary geometric grotesque designedfor clarity, scale, and modern digital interfaces. Built withresponsive weight-specific tracking and precise UI proportions,it brings structural balance and effortless legibility across weband mobile platforms.

Your Partnerin FinancialWellbeing

Primary Hero Artwork & Layout Concept

The primary hero composition serves as the visual cornerstone for the Zensumbrand, establishing the tone for the entire illustration system. It seamlessly bridgesauthentic human photography, bold typography, and friendly geometric charactersinto a unified narrative of financial trust and peace of mind.

CompareConsumerLoans

CreditCards

Service Illustrations in Color Context

Service illustrations seamlessly adapt to Zensum’s extended color palette, creatinghigh-contrast and readable UI cards. By combining primary color containers withsoft pastel backgrounds and fluid connecting shapes, each financial categoryreceives a distinct yet cohesive visual identity.

BetterMortgageRates

Category Banner System & Palette Scaling

The modular layout system seamlessly scales across specific financial categorieslike Mortgages. By pairing targeted demographic photography with secondaryillustrations and warm background tones, the brand delivers personalizedmessaging while maintaining a unified structural identity.

25+

Safety Reflector

Custom soft reflectors bring the brand identity into everyday life. Designed for eveningroad safety, this high-utility merchandise item transforms the Zensum character into apractical, caring brand touchpoint for cyclists and pedestrians alike.

Brand character printedon soft reflective PVC

Pins & Stickers Collection

Flexible and scalable, these brand graphics adapt seamlessly to various geometricshapes and mediums. Designed for dual application as durable vinyl stickers andpremium enamel pins, they bring Zensum’s friendly visual language into everyday life.

Daily Essentials

Practical merchandise designed for mindful everyday living. These high-utilitytouchpoints use gentle humor to create a genuine, caring connection with the user.

Facade Identity & Signage

A clean, high-visibility facade application designed for architecturalharmony. 3D letterforms deliver a calm, confident brand presencewithout overpowering the natural urban context.