Affide is the largest company in the field of pledged loans and was formed from the Dorotheum Group’s acquisition of the former Custodia Valore.
Monte di Pietà – Mount of Piety – was originally founded by the Franciscans in the 15th century. It was a non-profit concept and the only alternative to traditional moneylending, based on microloans. The aim was therefore to give Custodia Valore a modern and future-oriented approach.
Affide was the name chosen, inspired by the Latin expression “ad fidem” (in faith, in trust) and creates a contemporary feel to the actual meanings of entrusting oneself, confiding, and having trust. The pledged loan pay-off that accompanies Affide thus became the expression that rewards the ability to found a relationship of trust with customers.
The typographical composition of the name Affide combines the value of solidity with that of interaction, underscored by the double “f”. This double “f” is then set in an oval as if it were part of a cameo, so is a reference to the world of jewellery. The colour chosen was ruby red which evokes the nobility of purple.
The network of branches throughout Italy has its headquarters in Rome’s Palazzo Petrignani. Built in the sixteenth century and subsequently enlarged in 1603 by Maderno and Borromini, the mansion has always been home to the Monte della Pietà.
Monte di Pietà – Mount of Piety – was originally founded by the Franciscans in the 15th century. It was a non-profit concept and the only alternative to traditional moneylending, based on microloans. The aim was therefore to give Custodia Valore a modern and future-oriented approach.
Affide was the name chosen, inspired by the Latin expression “ad fidem” (in faith, in trust) and creates a contemporary feel to the actual meanings of entrusting oneself, confiding, and having trust. The pledged loan pay-off that accompanies Affide thus became the expression that rewards the ability to found a relationship of trust with customers.
The typographical composition of the name Affide combines the value of solidity with that of interaction, underscored by the double “f”. This double “f” is then set in an oval as if it were part of a cameo, so is a reference to the world of jewellery. The colour chosen was ruby red which evokes the nobility of purple.
The network of branches throughout Italy has its headquarters in Rome’s Palazzo Petrignani. Built in the sixteenth century and subsequently enlarged in 1603 by Maderno and Borromini, the mansion has always been home to the Monte della Pietà.
Client:
Affide / Custodia Valore - Credito su Pegno SpA
Sector:
Financial Services
Country and Date:
Italy, 2019
Team:
Client Director: Elisabetta Baldini
Project Director: Tiziana Brandia
Design Director: Chris Scherer
Art Director: Antonio Pace
Signage Consultant: Giuseppe Guerrera
Strategist and Copywriter: Enzo de Somma
Advertising (Art): Cristina Clausi Schettini
Advertising (Copy): Roberta Perone
Inarea Identity Design, Rome
• Brand & Identity Design• Brand Communication
• Brand Personality Building
• Brand Management
• Editorial Design
• Retail & Packaging Design
• Signage & Wayfinding Design
• Social Media Design
• Web & Digital Design
• Brand Design Manual
Affide / Custodia Valore - Credito su Pegno SpA
Sector:
Financial Services
Country and Date:
Italy, 2019
Team:
Client Director: Elisabetta Baldini
Project Director: Tiziana Brandia
Design Director: Chris Scherer
Art Director: Antonio Pace
Signage Consultant: Giuseppe Guerrera
Strategist and Copywriter: Enzo de Somma
Advertising (Art): Cristina Clausi Schettini
Advertising (Copy): Roberta Perone
Inarea Identity Design, Rome
• Brand & Identity Design• Brand Communication
• Brand Personality Building
• Brand Management
• Editorial Design
• Retail & Packaging Design
• Signage & Wayfinding Design
• Social Media Design
• Web & Digital Design
• Brand Design Manual
