Curve goes “raging red” with rebrand that abandons “boring” pastels of digital banking

Shots fired.

If your Monzo card is looking a bit mundane or the teal hues of Starling Bank are too tedious, Curve is launching a new brand identity this morning for you.

Launching first through a London Underground Campaign which will then filter across Curve’s entire brand, the new visual style embraces the red colour, first seen on the limited edition of Curve’s all-in-one Metal card.

Curve also directly aims at what it calls the “swamp of boring banker blues and putrid personal finance pastels” which have taken over personal finance and digital banking in recent years.

“Red is energetic, bold and full of life, like our brand. It’s much bolder and daring than the boring pastel colours of the well-known challenger banks,” said Amabel Polglase, Head of Brand and Comms at Curve.

Ironically, for now, Curve still offers pastel shades of Rose Gold and Blue Steel for its Metal card, however their days could be numbered.

“Curve’s new brand identity is all about differentiation. Cutting through the clutter and standing out from the crowd. It has been designed to communicate a bold, confident and passionate mission, vision and value to customers. It reflects who we are as a company and our view on the world.”

As part of the rebrand Curve is also introducing new fonts and, if it wasn’t clear already, has adopted a new corporate tone of voice.

One thing that isn’t changing in the rebrand, Curve’s logo, which the company has chosen to stick with.