Typically traditional banks have classic-looking logos consisting of monograms, solid colors, abstract icons, a good example to illustrate this is HSBC. While this approach creates a solid and trusted image it lacks a feeling of innovation, ease of use, it does not look modern and technologically advanced. To most, it raises memories of queues, formalities, filling forms, etc. So this is why fin-tech companies are looking to break from these associations.
The fin-tech brands logos are bold, multi-color, use vivid color schemes, and distinct icons. They look and feel digital. Typefaces consist of friendly-looking sans serif typeface families, commonly title is written in lover-case. The overall brand look and feel is friendly, inclusive, modern, technology-driven, playful, and caring.
While traditional banking brands create trust through imagery, photography, and reassurance of trusted service, fin-tech products create trust through clear messaging, friendly and easy to understand graphics and illustrations, step-by-step visual onboarding process, and importantly a brand identity that feels digital and inclusive.