Pluto has refreshed its brand and unveiled a new logo designed by the agency Halo Lab. For the platform, which works with accounting and finance teams around the world, the redesign was an attempt to move away from a dry fintech image and make communication with its audience warmer.
The service is known for its tools to automate financial processes. It eliminates paperwork, reduces unnecessary approvals, and replaces outdated workflows. Despite the product’s many benefits, the brand’s previous image came across as too cold and distant. For this reason, the company updated its brand identity to be more open and friendly.
The new system is built on trust and transparency; without them, it’s hard to imagine a financial service today. The new Pluto logo consists of two green shapes with soft, rounded contours that partially overlap. Their connection conveys the idea of partnership and interaction between the platform and the client. The overlapping shapes hint at the service’s integration into the company’s workflows and convey a sense of smooth, seamless operation.
Next to the logo is the name “Pluto,” set in a rounded sans-serif font in a light shade. Together, both elements create a more open brand image. The company makes it clear that its product is not associated with a dry, technical environment, but with user-friendly financial operations that prioritize human interaction.
Pluto needs a redesign for several reasons. The brand aims to more clearly demonstrate its global scale, simplify the perception of its tools, and establish a warmer connection with clients and partners. The new style helps the platform sound more relatable to people while maintaining its business foundation and professional tone.