Starling rebranded: What changed and why it matters

Starling has just rolled out a full rebrand - a sharp shift in tone, style, and presentation. While the official messaging leans into financial empowerment, what’s more notable is how the brand has evolved visually and strategically.
Here’s what actually changed, and what it signals.

Officially, the rebrand is about helping people “get good with money.” But beneath that, it’s clear Starling is repositioning itself for broader cultural relevance. The market has changed. Most banks now offer sleek apps and clean UX. What sets a brand apart today isn’t functionality, but identity. Starling’s update reflects this - it’s about distinctiveness in tone, design, and emotional connection.

This isn’t a reactionary update. It’s a proactive shift, positioning Starling not just as a challenger bank, but as a modern financial brand with presence.

The rebrand touches every part of the brand system: logo, typography, color, tone, and visual behavior. It moves Starling away from a calculated, restrained fintech identity into something more human, energetic, and expressive.

Dropped “Bank
The word “Bank” was removed from the logo and brand name. It now appears simply as “Starling,” reflecting how customers already refer to it and softening the formality of the brand.

Changed logo
The old circular monogram was replaced by a bold, custom wordmark. It’s uppercase, confident, and carries subtle details that add personality without feeling playful.

Refreshed and expanded color palette
Teal remains central, but it’s now brighter and more saturated. A darker purple acts as the primary contrast, supported by soft pastels and vibrant accent colors.

Updated typography system
The new type system is more legible, more accessible, and more characterful. It improves usability within the app and gives marketing materials a sharper voice.

Expanded iconography and motion
The system includes more custom icons and fluid motion inspired by the brand’s namesake, reinforcing the idea of energy and flow.

Overall, the tone has shifted from quiet confidence to expressive clarity. The brand now feels more culturally aware, more active, and better designed to stand out.

The logo is entirely new. Starling moved away from its longstanding circular “S” icon and replaced it with a bold, all-caps wordmark. There is no longer a symbol or badge - just typography. For the app icon, Starling now uses a standalone “S” in the updated style.

The color of the logo has changed too, removing the familiar purple that once led the identity. Dropping “Bank” is also a clear signal. It reflects a move toward lifestyle positioning and broader brand stretch - similar to how Monzo and Revolut have distanced themselves from traditional banking cues. This is about emotional resonance, not technical labels.

Starling’s signature teal remains, but now it’s more electric and saturated. The previous leading purple has been removed in favor of a darker, richer contrast. The updated palette was designed to meet AAA color contrast standards, improving readability and accessibility.

The new color system introduces soft neutrals like tan and violet for backgrounds and UI, alongside vibrant accents such as pink, yellow, blue, and orange. These new shades add expressiveness, energy, and a sense of personality without becoming overly playful.

This isn’t a fintech brand trying to fade into the background. It’s a brand that wants to show up - and be remembered.

The new typography system is built around clarity - especially critical in finance, where distinguishing similar characters like “O” and “0” can impact trust and usability. But this isn’t just a technical improvement.

A secondary typeface, CoFo Sans Mono, adds a subtle, typewriter-like presence to headlines and emphasis elements. The tone is structured but not stiff, confident but not loud. It balances usability with identity, supporting both product interfaces and brand storytelling with consistency.

Starling’s entire card lineup has been redesigned to support better accessibility and stronger brand alignment. Visually, the new cards follow a flatter design with simplified layouts, enhanced legibility, and distinct colorways that reflect the broader palette.

To reduce waste, Starling won’t ship physical cards in the new look until next year. For now, the changes are already live across digital cards and inside the app environment.

The biggest transformation is in how the brand feels. Starling used to present itself as a quiet, efficient utility - well-built, modern, but reserved. Now, it’s stepping into a bolder role. The updated system feels expressive, confident, and culturally engaged.

The brand takes cues from lifestyle branding, editorial layout systems, and motion behaviors that add rhythm and human pace to the experience. It still feels trustworthy, but no longer hides behind minimalism. This is a brand designed to participate, not just function.

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