The launch of a new phase for TransferWise, the peer-to-peer money transfer service.
In a world where every day we’re overcharged and underserved by greedy banks and businesses, TransferWise is ripping up the rulebook and introducing a fairer, smarter way to send money abroad. They call it ‘money without borders’.
The brand launch marks a shift from start-up to grown up for the three year-old business that recently received a $25 million investment and public endorsement from Sir Richard Branson.
The new brand idea is encapsulated by the ‘fast flag’ symbol, representing this new borderless world for money. It signals the revolutionary spirit and speed of the TransferWise service, as well as its growing global profile.
The bold, new brand identity stands out in a conservative industry, with fresh vibrant colours, and straight-talking messaging from venturethree.
“With new products and ideas in the pipeline, we’re in a good position to challenge the banks for the mainstream customer. Thanks to venturethree’s work, we now have an engaging, more relevant and distinctive brand to grow with us and reach wider audiences too.”
— Taavet Hinrikus, co-founder, TransferWise
venturethree elsewhere on Identity Designed: Little Chef, XL.
It’s all a little bit current, that is to say a bold aesthetic absent a robust and distinctive concept and limited and generic word choice. However, the rationale behind the fast flag feels well-founded and relevant. It would be nice to see that expanded upon visually without relying too much on the one asset and through a more original approach to language.
It is a undoubtably an improvement.
Definitely an improvement. The “fast flag” and wordmark itself don’t feel very compelling on their own though but I do like the bold use of block colour in application. Agree with Richard does feel very now though, and I am not sure how much mileage they will be able to get out of it into the near future.
I agree with Richard, it can seem to rely too much on a single asset, yet it does do well in introducing the the new identity. So within that context the current visual language has some merit. This is such a massive improvement over the previous identity I think they should have the room to evolve the visuals as people become accustomed to the new look.