Will Bank is a Brazilian digital bank designed to expand access to financial services for individuals who have not traditionally used traditional credit institutions. Within a short period, the bank has established a client base of approximately 10 million users. Its audience consists of young people in the country and those who value convenient digital services.
The team decided to update the visual language without abandoning recognizable symbols. Designer Renan Benvenuti led the work with the participation of the studio Plau, known for its typography projects. Their task was to preserve continuity while refining the style to make it more precise and mature.
The previous logo had a memorable appearance, but its proportions looked unbalanced. The letters were spaced too far apart, which caused the mark to lose density. In the new version, the spacing between the letters was reduced, the shapes became slimmer, and the composition acquired a more cohesive character. The yellow circle remained unchanged, preserving the link with the previous version.
The main focus was placed on typography. A three-level type system was created for the bank. A grotesque typeface is used for conveying information, a slab serif adds warmth and humanity, and a display font serves as a tool for highlighting key messages. The system of different typefaces allows the tone of communication to be adjusted depending on the context. It covers both formal information about financial products and lighter messages for social networks.
Special attention was given to the display typeface, which featured distinctive letters. Its unconventional forms, including variations of “K,” “X,” and “R,” create a unique feature. The font is used for headlines and key phrases, forming a visual identity that works on an emotional level. The slab serif helps convey complex information in a way that does not overwhelm perception.
The color system remained the same. Yellow remains the primary brand marker and is used to associate the bank. Combined with neutral shades, it creates an open and versatile communication. It is applied in various formats, from mobile applications to outdoor advertising.
The updated style has transformed Will Bank from a young startup into a brand with a well-established visual identity. The bank now has tools that enable it to communicate effectively with various audiences, ranging from mobile app users to corporate clients.