Chime, a fintech startup founded in 2012, has unveiled a refreshed visual identity designed by Jones Knowles Ritchie. As a digital financial platform offering essential banking services without being a traditional bank, Chime partners with The Bancorp Bank, N.A., and Stride Bank, N.A. to provide high-yield savings accounts, early direct deposits, and fee-free overdraft protection.
The updated branding reflects Chime’s mission to challenge conventional banking while emphasizing security and trust. Over the past decade, the platform has positioned itself as a forward-thinking solution for individuals focused on their financial goals. The new visual identity reinforces progress and innovation while maintaining simplicity.
The familiar logo remains unchanged but updated visual elements bring renewed focus. The signature green palette, symbolizing growth, security, and stability, remains intact, while the addition of a secondary color scheme introduces feelings of freedom and aspiration. This expanded palette broadens Chime’s appeal to a more diverse audience.
One of the key updates is the typeface. The new font family, “Saans,” builds on Displaay’s design with subtle tweaks, such as a curl on the lowercase “l,” giving it a distinctive look. The collaboration with Colophon Foundry introduces a sharp serif, contrasting with the sans-serif elements, creating a versatile system capable of conveying both professional and playful tones.
Icons and emojis play a significant role in the updated branding. Simple, one-color icons are integrated into the text—plants symbolize growth, and locks represent security—enhancing messaging and fostering engagement.
Motion principles and a user-friendly interface are central to the new visual system, reinforcing Chime’s forward momentum and positioning it as a tool for financial empowerment. The branding updates reflect the company’s focus on improving user experience while redefining financial growth in the digital age.
With new typography, playful visual cues, and a broader color palette, Chime strengthens its mission to provide a secure, easy-to-use platform that continues to lead the digital banking industry.
