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Identity design of the Glide brand

Newpark Solutions are a long standing customer of Think Image. They came to us requiring some art direction and an identity for their ticketless payment service Glide.

Glide allows customers to pay for parking without a pay station. This is achieved by registering the vehicle registration number and credit/debit card details online via the Glide app. Their ANPR (Automatic Number Plate Recognition) system keeps a record of the arrival and exit times. Then, the Glide app debits the customers account accordingly.

Newpark came to us for branding advice and to provide a visual identity for their awesome new service. However, at first Newpark wanted Glide to be similar to their Newpark and Fusion System logo’s. These logo’s are quite angular and reflective of the technology that they provide. 

A simple identity

For Newpark, speed was a key aspect regarding the look of the logo. We didn’t see Glide in that way. We explained that for their customers, Glide represented simplicity and ease of use. This service was going to remove the annoyance of losing a ticket or not having cash to pay for parking. Therefore, we knew the logo needed to reflect how easy the service is to use. Just like the name suggests.

As a result, we came up with a flowing, hand written identity for Glide which leant itself well to its name and the service it provides.

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