Founded in 2013, in Menlo Park, California, Robinhood has grown from a disruptive fintech startup to a prominent financial platform, providing a wide range of investment tools. The company was initially known for its mission to “democratize finance for all,” allowing everyday people to trade stocks without fees. Inspired by Robin Hood, the name reflects the brand’s commitment to taking from the privileged few and giving financial freedom to everyone else.
In its early years, Robinhood was perceived as a rebellious newcomer in the financial world. However, as it matured and expanded into services like cryptocurrency trading, premium tools, and other financial products, the brand sought to update its visual identity to reflect this evolution. The design studio PORTO ROCHA was tasked with this transformation, crafting a brand system that signifies Robinhood’s shift from a startup to a serious player in the financial space.
Minimalism with Purpose
PORTO ROCHA adopted a “less is more” philosophy, creating a visual identity that stands out in the crowded fintech landscape. The new system is clean, modern, and flexible, able to highlight Robinhood’s various financial products, including traditional stocks, cryptocurrencies, and premium offerings. This approach emphasizes clarity and elegance, ensuring that the brand appeals to a more mature audience.
Robinhood’s identity centers around a feather symbol, which has been simplified and refined. The feather now emphasizes the arrow hidden within it—a subtle nod to movement and progress. This tweak aligns with Robinhood’s growth narrative, underscoring its evolution while retaining a connection to its origins. Additionally, the feather has been slightly altered, with the removal of its lower right part, further simplifying the logo while enhancing its distinctiveness.
A New Level of Refinement
The wordmark has also undergone careful revisions. The letters has been subtly adjusted, with more rounded shapes visible in the letters “b,” “n,” “h,” and “d.” While these changes are not drastic, they contribute to a smoother, more refined appearance. The icon, which had been moved to the right of the wordmark in a previous rebrand in 2020, has now been returned to its original position on the left, signaling a return to the brand’s roots.
Robinhood’s new typographic identity is defined by its custom sans-serif font, Robinhood Phonic, which gives the brand a distinct character, replacing the older, more generic typeface with something unique and recognizable. Designated for body text, this font will be complemented by headers in the serif typeface Martina Plantijn, striking a balance between modernity and tradition. This combination brings a premium feel to the brand’s communications to highlight brand’s appeal to serious investors.
A Focused and Mature Look
The color scheme for the rebrand relies on neutral tones—black, white, and various shades of gray, contrasting to the rainbow-like color palettes favored by many of company’s competitors in the fintech industry. However, Robinhood retains its signature yellow-green hue, dubbed Robin Neon, which provides a vibrant accent that ensures the brand remains recognizable and energetic.
This deliberate use of color reinforces the brand’s commitment to sophistication while ensuring its distinctiveness remains intact in a highly competitive market.
Flexibility and Scalability
In addition to the redesigned logo and typography, Robinhood’s new visual identity includes a system of illustrations and photography inspired by financial graphs and data. These scalable visual assets are designed to be versatile, allowing them to be applied across various media and touchpoints. Golden tones play a significant role in these visuals, offering a subtle reference to wealth and financial success, and further aligning with the brand’s premium positioning.
Conclusion
Robinhood’s new identity clearly signals the brand’s intention to rise to the next level in the financial sector. With its refined typography, well-considered color palette, and cohesive visual system, the rebrand elevates the platform to a premium status. With its balanced appearance, the updated design positions Robinhood as a platform not just for casual traders, but for seasoned investors seeking a trusted financial partner. The new identity aligns with Robinhood’s vision of growth and underscores its commitment to providing a sophisticated and professional service.
