Safe vs. Bold: The Branding Dilemma in Fintech

A few weeks ago, my LinkedIn feed was flooded with opinions on Jaguar’s rebranding. Faced with declining sales, the iconic automaker decided to reinvent itself with a radical new identity: a sleek, modern logo without the signature jaguar, an audacious pink color palette and advertisements aimed at younger, diverse audiences. While I am neither a marketing expert nor a car specialist, I can appreciate that this move is undeniably bold—a clear departure from Jaguar’s rich heritage. But is it really as groundbreaking as it seems?

When you examine Jaguar’s approach more closely, you realize it aligns with a broader trend across industries. For years, companies have been moving toward simpler, flatter, and more versatile logos optimized for digital mediums. A clean logo scales better across varying screen sizes and looks sharp even on smaller devices, making it a practical choice in our mobile-first world. Additionally, such logos take up less storage space, which is relevant for companies whose websites and content are accessed millions of times. Research has also shown that 80% of consumers are more likely to recognize and remember simple logos compared to complex ones.
Similarly, pink—once a niche color in branding—is gaining traction as it symbolizes inclusivity, creativity and a break from tradition. Pantone named "Rose Quartz" (a soft pink shade) as one of the Colors of the Year in 2016, signaling a shift in how pink is perceived globally — not just feminine but also calm, innovative and inclusive. Today, pink is a signature color for brands like T-Mobile, Lyft, and Klarna.
Advertising that highlights diversity is also no longer a bold exception; it has become the industry standard, especially among brands targeting Gen Z and millennials. A 2021 Nielsen study revealed that advertisements featuring diverse representation result in a 23% increase in brand loyalty among millennials and Gen Z audiences.
In this context, Jaguar’s move appears less like a bold leap into uncharted territory and more like a calculated alignment with prevailing branding trends.

This brings us to the Fintech industry - more my area of expertise - where branding plays a crucial role in establishing trust, innovation, and relatability. Enormous budgets are allocated to crafting logos, color schemes, value and mission statements, websites, and marketing content (articles, blogs, newsletters, webinars…) that resonate with target audiences and position the Fintech as credible (thought leader) and innovative. Yes, I do see the irony in mentioning this in my blog.

While many Fintechs strive for originality, their branding often follows a predictable template:

• Colors: As the financial services sector is all about trust, reliability, and security, it is no surprise that many Fintechs opt for blue, with sustainability-focused Fintechs often choosing green. Approximately 75% of major financial institutions use blue in their branding. Not surprisingly colors like red (excitement/passion), orange (cheerful/playful), yellow (optimism/happiness), purple (creativity/fantasy), or pink (hope/dreams) are rare in the Fintech world.
• Logos: Similar to Jaguar’s new design, most Fintech logos are simple, flat, wordmark-style designs.
• Imagery: Corporate presentations and websites frequently feature stock-like photos of a diverse workforce, emphasizing inclusivity.
• Website: Fintech websites often follow a familiar format: a long homepage with sections for company and product overviews, customer logos, testimonials, blogs, and calls to action for demos. Subpages delve deeper into specific products, customer segments, personas, and geographies.

This suggests that most Fintechs and their marketing teams tend to play it safe. Much like the old IT saying, 'Nobody ever got fired for choosing IBM or Microsoft', a similar mindset seems to apply in marketing. One could argue that for a Fintech start-up that has just secured significant VC funding, the luxury of making bold moves might be limited — particularly in a traditional, trust-driven sector like financial services.

Despite this tendency toward safe choices, bold branding can yield impressive results.

• Klarna’s Pink Revolution: In 2017, BNPL player Klarna rebranded with a bold pink color palette and quirky advertisements, including partnerships with rapper Snoop Dogg (dubbed "Smoooth Dogg"). This marked a dramatic shift from its earlier blue identity. The move paid off, with a 315% increase in app downloads that year, coinciding with the company’s explosive growth.
• Neobank Card Designs: Monzo, Revolut, and N26 revolutionized retail banking with their unique payment card designs—minimalist aesthetics, vertical orientations, premium metal materials, and unconventional colors turned these cards into status symbols. A YouGov survey found that 40% of millennial consumers choose a bank based on the aesthetic appeal of its branding and card design and research by VISA found that 85% of consumers are more likely to engage with visually striking payment cards.

For consumers, payment cards have become daily touchpoints with the brand, providing consistent branding exposure without requiring additional advertising spend. It is no surprise that neobanks and other B2C Fintechs dedicate significant effort to designing distinctive payment cards. For example, Venmo includes a large personal QR code on its cards, enabling quick and easy money transfers. Sync offers a vibrant day-glow green card, Treecard features a sustainable design made from cherry wood, and Apple’s sleek white card boasts a minimalist aesthetic and the iconic Apple logo.

The success stories of Klarna, Monzo, and others demonstrate that bold branding can drive differentiation and customer loyalty. A McKinsey survey found that 67% of consumers feel uninspired by companies with generic branding. Fintechs that stand out can transform this indifference into a competitive advantage. However, such moves require calculated risks and a deep understanding of the target audience. For many Fintechs, the challenge lies in balancing innovation with the trust and reliability expected in financial services.

Jaguar’s rebranding and the examples from Fintech highlight a broader truth: the right branding strategy depends on a company’s goals, audience and willingness to embrace change. While safe choices may offer stability, bold decisions have the potential to create iconic brands that resonate deeply with consumers. The real challenge for businesses, whether in automotive or Fintech, is determining when to stay the course and when to dare greatly.

For more insights, visit my blog at https://bankloch.blogspot.com