Simplicity, warmth and professionalism were the core design principals in bringing the Wealthsimple brand to life. The logo has a mix of rounded and hard edges and ties in a subltle nod to the ‘brite’. Using an expanded color palette, social media posts are able to communicate different ideas quickly.
Since the companies focus is to bring much needed financial literacy to the masses through online and in-person learning, the look and feel needed to be warm and approachable but still look knowledgeable and trustworthy to both employees and employers alike.