The instant payment service Zelle has direct integration with financial institutions, which differs from its main competitor – Venmo PayPal. Its predecessor was clearXchange, which emerged in 2011 to provide P2P, B2C, and G2C services. At first, it belonged to three banks, but in 2016, the owners’ circle expanded significantly after the platform transitioned to Early Warning Services. A year later, Early Warning Services announced that clearXchange would no longer process P2P payments. The newly created Zelle system, headquartered in Scottsdale, Arizona, took over this.
Meaning and History
The service logo is associated with money because all its services are financially oriented. Zelle operates as a payment network that transfers electronic money directly between bank accounts. In most cases, transactions are free, and there is no commission charged. The main thing is that both the sender and the recipient are registered on a P2P platform and have an open account with one of the partner banks.
Users have repeatedly noted the similarity of the letter “Z” on the Zelle logo with the dollar sign from the table of typographic symbols because “$” is often depicted as “S” with two short lines at the top and bottom. “Z” in this case could represent “$,” turned in the opposite direction. Still, the designers deliberately emphasized the letter’s angularity. They made it different from the smooth and rounded “S.” So the connection between them is not very clear, although it exists at the associations’ level.
The electronic payment service uses a simple logo with a single word, “Zelle.” There are no other elements besides the Registered (Trademark) Sign in a capital “R” in a circle. The ® symbol is usually located in the upper right corner and indicates that the brand has already passed the official registration procedure.
The designers decided on such minimalism to focus on the first letter “Z.” They even detached it from the lettering and placed it in a separate purple square with rounded corners. The short iconic version of the logo is used as the app icon and is often seen on the website, so it is as familiar to users as the full logo with the service name. In this case, in the basic version, the letter “Z” continues to be part of the word and is not separated by anything.
The “Z” has one short vertical bar at the top and bottom, just like a dollar sign. The developers specifically sought such an association so that at first glance, it was clear in which direction Zelle was working and what its services were related to. This emblem is an example of successful marketing when the visual identity does not look like a collection of random elements and can tell more than it seems.
Font and Colors of the Emblem
Considering that the logo contains nothing but the service’s name, the designers tried to make the inscription attractive. To do this, they chose a non-standard sans serif font. The bottom edges of the two l’s and both e’s are cut at different angles, making the letters appear disproportionate. The imbalance only balances out the fact that all lines are approximately the same thickness.
Only two colors are used for decoration: white and purple. They can alternate depending on the visual context. If the inscription is dark, then the background is light, and vice versa. In the short iconic version, the “Z” is white, and the rounded square is purple.