Bluevine, a provider of holistic banking solutions designed for small businesses, announced a new brand identity, reflecting the company’s next era of its commitment to grow and evolve its services alongside the changing needs of small business owners.
Bluevine’s new logo, symbol, color palette, and typeface reflect its modern, technology-forward, empathetic approach driven by its purpose of advocating for, understanding, and serving small businesses.Founded in 2013, Bluevine was inspired by the challenges that its co-founder and CEO Eyal Lifshitz witnessed while watching his father and grandfather manage their small businesses. Committed to remedying the broken financial services landscape that has historically overlooked small businesses, Lifshitz and the founding team began building Bluevine. Over the last near decade, Bluevine has grown to help more than 425,000 small business owners streamline their finances with its holistic and purpose-built offerings, starting with a focus on credit access and growing to offer a full suite of banking solutions, including checking and bill pay services.
“This brand update modernizes Bluevine so the financial services industry and small business community continues to see Bluevine as a brand that’s as enduring as our product roadmap,” Lifshitz said. “We’ve never lost focus on our commitment to building better financial services that puts small business owners first. Our new brand builds on that promise, better positioning us to continue showing up for growing businesses and building a brighter financial future together.”
Because a key facet of Bluevine’s ethos is understanding that managing and growing a small business is no small feat, it imbued its new brand identity with subtle yet important details that bring this to life. Built from geometric and leaf shapes, Bluevine’s new logo and symbol aim to represent what the company is to its customers: a system of building blocks they can trust to help them achieve their entrepreneurial goals.
“Despite the name, small businesses are anything but — they are a critical part of the American economy,” Patrick Adams, chief marketing officer at Bluevine, said. “Small business owners are ambitious, hard-working and resilient, and as we enter this next chapter of Bluevine’s journey, we wanted to create a brand that spoke to our customers. We are not a traditional financial services partner, we are a fintech with soul; we celebrate our customers every day and design products and solutions that enable them to thrive, and our new brand reinforces this commitment.”