Defining the Brand RapidAML

When key anti-money laundering compliance challenges across emerging and underserved sectors were identified, our team of tech experts and financial crime compliance professionals came together to design a smart, purpose-built solution.

We mapped out the core pain points, identified critical differentiators, and outlined the essential features needed to create a solution that’s practical, powerful, and ready to meet real-world compliance demands irrespective of the industry.

Before moving into the “Product Life Cycle Management”, the prerequisite was to come up with a solid product name and the interactive logo.

KK Gupta

Founder, RapidAML

Our brand name and logo must be reflective of the solution, something short yet describing the entire value proposition the tool has to offer.

To navigate the branding journey and translate the idea and vision behind the then-proposed software, a professional digital marketing consulting firm was appointed.

During the detailed discussion with the digital marketing team, the fundamental adjectives to be associated with the solution were identified, which will play a pivotal role in developing a sustainable brand identity.

The ideation, sketching, and brainstorming began.

The first step was to finalise the name for the upcoming solution. Initially, the name agreed upon by most members of the “branding committee” was FacctmLite. It symbolised a solution designed for smaller businesses, aiming to make their AML compliance journey feel lighter, simpler, and more manageable.

However, when it came to designing the logo for this name, the re-deliberation started. All the above identifiers (reliable, rapid, effective, etc.) were again put in the centre of the table, and the discussion started on why the brand should not be more vocal about its functionalities and the pain points it focuses on resolving.

And that’s when the name “RapidAML” was finalised. An identity made up of two distinct words, defining the characteristic of the solution and the compliance space it focuses on. The word “Rapid” is suggestive of the following properties of the solution:

Tool that supports RAPID deployment

RAPID in enabling accurate compliance

Solution backed by RAPID tech-innovation

RAPID in keeping pace with evolving regulations

An end-to-end solution for empowering RAPID progress through unified compliance for all businesses.

Another term in the name is “AML,” an entire compliance regime in itself, suggesting very distinctively that the solution has been incubated to address the concerns of AML.

This is how the name of the solution describes the solution itself, in just one phrase.

Maanush Dev

UX Design Specialist

Our goal behind creating the brand identity was to ensure that the name and logo reflect the essence of the solution and ultimately become synonymous with trust and confidence as we set out to build a brand that businesses would recognise as a trusted ally in their AML compliance journey.

With a unanimous go-ahead from the “branding committee”, the next step was to design a logo – reflective of the name and attributes of the solution.

Before moving to the logo, the brand colour scheme was to be stamped. The first colour chosen from the palette was PURPLE – a shade signifying creativity and uniqueness. Then was WHITE identified to complement purple, suggestive of the simplicity, trustworthiness, and versatility.

A few logo alternatives were created by the digital marketing consultants for presentation and discussion with the solution owners. Let’s have a look at some of the initial logo drafts for you to compare with the final one appearing on your screen’s top left corner.

The one finalised is a combination of the “upward moving arrow” and the initial letter of the name – “R”.

The arrow represents our drive and commitment to moving forward with speed, empowering businesses to address their AML concerns rapidly.

This is how we have evolved in developing our brand identity – too many options, sorting, filtering, discussion and deliberations. The name and logo had been created; now, it was time to build and grow a brand.

Can’t wait to see RapidAML in action?