Revolut’s Brand Refresh: Subtle Changes, Big Impact in Fintech

Revolut has recently unveiled its latest rebrand, marking its third brand evolution since 2015. This iteration is considered a brand refresh, building on the significant transformation of the wordmark in 2020. The new direction focuses on refining the logo to maintain a modern and streamlined appearance.

The latest rebrand features subtle yet effective alterations to the wordmark. Since its major transformation in 2020, the logo has been fine-tuned to reflect a cleaner and more contemporary look. These changes ensure the brand remains relevant and visually appealing without straying too far from its established identity.

One of the most significant changes in this rebrand is the introduction of branded photography. Revolut has shifted to using candid, companionship-focused moments, steering away from images of POS systems and cards. This approach emphasizes pure emotional connection, aiming to humanize the brand and create a deeper connection with its audience.

The new identity system incorporates an expanded use of 3D graphics. These elements bring flexibility and playfulness to the brand, effectively showcasing various product categories. Among these graphics, the consistent theme of coins stands out. Coins appear throughout the rebrand, tying the visual elements together and reinforcing Revolut’s core financial services.

Typography also plays a crucial role in Revolut’s new visual identity. The focus on big, bold, and capitalized text makes typography a prominent graphical element. This bold approach ensures that Revolut’s messaging is clear, impactful, and easily recognizable.

Let’s take a closer look at how Revolut measures up in three major fintech areas. We’ll identify the key players in each category and see how they compare. This analysis considers company size, customer base, unique features, and market reputation. Here are the main competitors in each area:

Digital Payments
Competitors: NU Bank, Chime, N26, Monzo

International Money Transfers
Competitors: Wise, Payoneer, Remitly

Digital Banking
Competitors: PayPal, Wise

This comprehensive review provides a better picture of where Revolut stands relative to its peers and highlights what makes it a unique player in the market.

Let’s explore how Revolut and its competitors stack up in terms of look and feel. We’ll map them on a scale from traditional to modern and from reserved to expressive, providing a better understanding of how each brand visually distinguishes itself and its market positioning strategies.

Expressive & Modern
Fintech brands typically aim for a modern, expressive appearance. Companies like Payoneer, Monzo, Revolut, Wise, and Chime exemplify this trend.

Reserved & Modern
Established leaders like N26, NU Bank, and PayPal often adopt a look that is reserved yet modern, blending professionalism with contemporary design.

Reserved & Traditional
Remitly sets itself apart with a traditional finance brand appearance, favored by B2B fintech companies and classic financial institutions that prefer a reserved and professional look.

We’ll delve into how fintech companies in the Fintech Digital Banking Sector strategically employ color to set their brands apart, as showcased on the color wheel map. This section outlines current color trends and identifies untapped opportunities within the industry, providing insights into potential areas for differentiation.

Fintech Blue
An Industry Classic: Blue dominates the fintech landscape because it symbolizes trust. Brands like Revolut, PayPal, and Remitly choose shades of blue to evoke feelings of trust, security, and reliability, which are crucial in financial services where dependability is key.

Green
The Emerging Fintech Trend: Green is gaining popularity in fintech for its symbolism of growth, quality, and renewal. Brands like N26 and Chime use teal, while Wise opts for vibrant neon green. This trend reflects the industry’s focus on stability and modern, forward-thinking financial solutions.

Orange
A Bold Fintech Statement: Orange is gaining popularity in fintech, symbolizing energy and creativity. Monzo uses bright neon orange, while Payoneer prominently features orange in their palette. This vibrant color captures attention and conveys innovation, appealing to consumers seeking dynamic, flexible, and approachable financial solutions.

Untapped Opportunities
Purple, Red, and Yellow: Purple is gaining traction in fintech, often representing luxury and innovation, with NU Bank showcasing its effective use. Red brings energy and urgency, while yellow radiates optimism and warmth. These vibrant colors present opportunities for fintech brands to differentiate themselves and capture attention in a competitive market.

This matrix compares key visual branding elements among top fintech companies. It highlights how brands like Revolut, Wise, and PayPal strategically use photography, illustrations, graphic elements, and more to set themselves apart. This overview helps identify trends and innovative practices within the fintech sector, showcasing how these companies visually communicate their brand values and engage with their audience.

Visual Strategies in Fintech

Branded Photography
All compared fintech companies use branded photography to reinforce their identity.

Photography Styles
Five of nine companies focus on human-centric imagery, while three emphasize product-based photography.

Visual Choices
Companies choose from three strategic visuals—photography, illustration, and custom iconography, or a mix with graphic elements.

Iconography and Logos

Custom Iconography
Most companies use custom icons to convey brand values and enhance recognition.

Wordmark Logos
Five out of nine logos feature a wordmark, showcasing the trend towards minimalist and recognizable branding.

As fintech companies mature, they often streamline their logos to clean, standalone wordmarks. This shift towards minimalism boosts brand recognition and recall in a crowded market, reflecting a strategic emphasis on clarity and simplicity for a stronger, more recognizable presence.

Transition to Wordmarks
The graphic illustrates the trend among leading brands to simplify their logos from combination marks to standalone wordmarks, emphasizing clarity and simplicity to solidify their market presence.

Transition to Combination Logos
In contrast, some fintech companies maintain or adopt combination logos, blending text with icons for a dynamic identity. This approach supports richer storytelling, helping brands communicate complex values while maintaining strong recognizability.

Revolut’s rebrand is not just a visual update; it serves as an inspiration for modern banking and technology brands. By blending traditional elements with innovative design, Revolut sets a new standard in the fintech industry. This refresh is likely to inspire a wave of new brands eager to emulate its successful fusion of emotional connection and cutting-edge design.

In summary, Revolut’s latest rebrand reflects a thoughtful evolution, embracing human-centric photography, dynamic 3D graphics, and bold typography. This strategic move not only modernizes the brand but also sets a benchmark for others in the industry. By examining Revolut’s strategic and aesthetic choices, stakeholders can gain valuable insights into the evolving dynamics of fintech branding and market positioning. Through its rebrand, Revolut highlights the importance of balancing innovation with emotional resonance, offering a blueprint for success in the ever-evolving fintech landscape.

Image credits © Revolut Official Website
Overview and Comparison graphics designed by Fintech Branding Studio