Hi! I’m Aidan, and I’m the Head of Marketing at Leveris. I’ve been heading up our rebrand project since February of this year (2019), so today I wanted to write our very first blog post on our new website to share some insights about our new look.
We started Leveris many years ago because we were frustrated by the service we got from our banks. As customers, we watched industries like music, transport, accommodation and even dating cleverly use modern technology to rapidly transform.
Banking, however, had remained stuck in the past.
With a vision for improving the way banks deliver user experiences for their customers and also for their employees, we set out to create a new way to build a digital bank.
2016 and beyond
After a few years of exciting growth and after launching three solutions built on one platform, we needed to update our brand and messaging to better reflect who we are and all we have to offer.
We knew from the beginning that we couldn’t do this alone. We needed help in portraying who we are, and more importantly, who we wanted to become in the future. So we asked an internationally renowned branding agency called Richards Dee to come be our guides and help us create our new brand.
There was an enormous amount of work put in over 6 months to come to this, and I will be taking you through all of that in a later blog post. For this post however, I will focus on our new visual identity.
I’m very excited to share with you today, the new Leveris brand.
So what has changed? Let me show you.
The new us
As you can see, we’ve moved away from our purple gradient to the more confident and mature primary colours of Onyx Black and Bawn White. Two contrasting colours that work more powerfully together than they do on their own.
To supplement these strong primary colours, we added our highlight colours of Argent, Slate and Maya blue. The Argent and the Slate gives us depth while the Maya Blue signifies our imagination and focus on innovation.
This new colour palette reflects the maturity of our company as much as it does the maturity of our platform. We are no longer a small fintech startup of 20 people working in a small office in Dublin. We are now over 200 strong, working together across 4 cities globally.
We believe the Onyx Black and Bawn White perfectly complement who we are and what we have built. A banking platform that is the ‘core’ to everything a bank does or wants to do in the future.
A platform to which others connect.
The foundation that allows banks and other fintechs build on top of.
A platform that doesn’t inhibit innovation, but actively encourages it.
Our new wordmark
We’ve moved away from our stacked logo to a more simple, mature wordmark. Over the years, we found that many other tech companies were using a similar stack logo. This only increased over the years so we thought it was time for something a little more unique.
We wanted our new brand to be immediately recognisable and the best way to do this is to go with a classic wordmark. We based this off our old logo and adapted it to merge and grow into what we see ourselves to be.
Strong. Resilient. Innovative.
Agility needs a strong central structure, providing a stable foundation so it can respond quickly and effectively to change. From a strong central structure, solutions have the ability to adapt, grow and continuously improve the way things work for the better.
Below you can see our evolution from old to new.
Our new fonts
To enhance our new brand colours and wordmark, we needed a unique set of fonts that would help us deliver our new brand with clarity and purpose. We chose Flama and Open Sans.
Our favicon is a simple representation of our company name (the letter L) and our core banking platform (the maya blue square). You can see in the browser now.
Our graphic system
Our grid is constructed from our logo where we have created a 7 x 7 grid. Each square equal in space to the letterforms in our logo.
This grid forms the underlying structure for the Leveris graphic system where a maximum of 7 squares can be chosen, representing the modularity of the core. This agility is communicated by varying the scale, stroke weight and the number of squares used.
Bringing the brand to life
Colours, wordmarks and fonts are all well and good. But what does it look like out in the wild? We think it looks pretty special. I hope you agree.
New brand, same vision
You’ll notice the new changes in effect from today. Currently, our website is the biggest visual change, but you’ll also see that within the products, the default colour and logos and animations have been updated.
This is just the beginning of our new brand. I’m excited to have it to guide us as we build new products, reach new milestones and continue to grow.
We began our journey many years ago with a dream of creating a digital banking platform that would allow financial institutions to launch fast and nimble banks. Those focused on the customer experience.
With our new brand, I’m confident we’ll continue to go from strength to strength.
I hope you’re as excited by this change as we are.
Let me know what you think in the comments below.
PS – An in-depth post on why and how we rebranded will be published very soon so stay tuned to read that.