Curve Rebrand — A New, Bold Look?

Curve is quite a unique service in this new age of digital banking. Although not a bank themselves, they offer customers the chance to combine and simplify their finance. With an app and a card that lets you connect all of your accounts and cards into one place, it’s won various awards since its 2016 launch.

Recently, the company unveiled a rebrand of their service. With a bold new look, Curve is trying its best to stand out from the crowd.

Going Underground

Curve’s new branding kicks off with an ad campaign on the London Underground. Gone are the ‘boring banker blues and putrid personal finance pastels’. Instead, the new, fierce red branding will be emblazoned in over 200 locations on The Tube. 

As the company rightly states, ‘you’d be hard-pressed to miss it!’ The bold and vivid colours make the adverts look like anything but a banking app. It’s clear that Curve is trying to differentiate themselves from the slew of fintech companies on the market right now.

Raging red

Despite the new ‘raging red and proud’ approach that Curve is taking, their fundamentals are staying the same. The app and card will still operate exactly how they did before. It’s just the messaging, branding, and language that are changing.

For now, the app looks the same as it did.

You’ll notice the new branding across Curve’s website, social media, marketing campaigns and emails. For now, the app looks the same as it did. However, we wouldn’t be surprised to see a revamp coming there in the near future.

Changing the tone 

It’s not just the visuals that are changing either. Curve is committed to rebranding from top to bottom. They’re aiming to create ‘a Tone of Voice that disrupts… distinctive, easily recognisable, and one that sets us apart from the crowd.’

The fintech company is looking to create a tone that’s friendly yet bold, candid yet simple. They’re clearly appealing to a young generation that’s spoilt for choice when it comes to choosing apps and cards to use.

Rebrand reasons

As for why Curve is changing their look, their blog post has the answer. ‘We wanted our visual identity to truly represent our badass brand and personality.’ What does that mean? Well, the market is getting a little on the busy side, and they need to stand out from the crowd.

By going back to basics and creating a brand look that’s distinct, stylish, and uncomplicated, Curve has a fresh slate. They can create a brand voice that’s strong and unlike anything out there for the time being.

It will be interesting to see the extent to which this rebrand reaches. Whether or not the app gets a complete overhaul remains to be seen. Equally, we're intrigued to see how successful the ‘raging red' is at attracting new customers. By appealing to a younger audience, are they alienating the older, more discerning demographic? 

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