Chime proves that financial branding doesn’t have to be boring

JKR's rebrand for Chime
(Image credit: Chime/JKR)

The topic of mobile banking doesn't typically get the creative juices flowing, so when financial tech company Chime unveiled its recent brand refresh, I was pleasantly surprised to find a new visual identity brimming with personality. It's no easy task to transform a brand in the finance field into something comforting, accessible and fresh, yet Chime's visual revamp disrupts the trends of corporate conformity to deliver a refresh that radiates playfulness.

When we look at the best rebrands across the years, a crucial element is ensuring that the brand's unique essence isn't lost. By refining key features of its existing identity, Chime's new visual identity is an embodiment of its progression – a triumphant evolution that never loses the brand's spirit of empowerment.

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Natalie Fear
Staff Writer

Natalie Fear is Creative Bloq's staff writer. With an eye for trending topics and a passion for internet culture, she brings you the latest in art and design news. Natalie also runs Creative Bloq’s Day in the Life series, spotlighting diverse talent across the creative industries. Outside of work, she loves all things literature and music (although she’s partial to a spot of TikTok brain rot).