Lincoln Dollar
Carnegie Technologies (CT) wanted to launch an eCurrency named Lincoln Dollar. At the time, there were over 2,000 other eCurrencies, and with so many differing currencies available it had to feel like real world money. I wanted the identity to convey strength, stability, and trust. So, like the dollar or the pound, I centered the identity around its own currency mark.
At the time, this was as far as the project went.
Priorities shifted, and it faded into the ether. . .
I was later asked to rebrand Lincoln Dollar, as it was pivoting from only being an eCurrency to being a full-fledged mobile wallet with a debit card. CT wanted the branding to be more personable and relatable. After 155 years, Abraham Lincoln’s profile is still recognizable. He’s on American currency, has a monument in Washington D.C., and probably hosts a podcast somewhere. Lincoln himself is pretty relatable.
Instead of using his exact likeness, I took the age-old past-time of creating silhouettes, and put that on a standard to create a Lincoln coin. From there I worked out a color scheme that is bold while comforting.
