Aspiration is a sustainability-focused financial services company based in Marina del Rey, California, founded in 2013 by Andrei Cherny and Joseph N. Sanberg. The company offers banking, credit card, and investment products marketed around environmental impact, such as its “Plant Your Change” tree-planting program. Its visual identity has been shaped by this climate-conscious positioning, with a brand redesign led by an in-house team.
Design and History
Aspiration underwent a significant brand and product redesign, described by the designer who led the effort as one of their favorite projects in fintech. The redesign was presented on Dribbble under the title “Aspiration – Climate-fighting neobank,” reflecting the company’s dual identity as both a financial institution and an environmental advocate. The project page notes that the designer led the redesign of both the brand and the product, though no external agency or specific designer name is publicly credited in the available sources. [1]
The company’s marketing has consistently emphasized its environmental mission. Aspiration has stated that its community supported the planting of more than 35 million trees over a 12-month period, a claim that has been examined critically by investigative outlets. The brand’s identity is closely tied to this tree-planting and sustainability narrative, which appears across its product names and promotional materials. [2]
Aspiration has also pursued sports sponsorship as part of its brand visibility strategy. A reported partnership with the Los Angeles Clippers was set to feature Aspiration’s name on signs inside the team’s new arena and place its logo on player jerseys, alongside a role in sustainability initiatives. [3]
Meaning and Symbolism
The company’s tagline “Do Well. Do Good.” is a registered trademark of Aspiration Partners, Inc., and appears in its branding materials. A trademark filing describes the mark as consisting of the word “ASPIRATION” above the phrase “DO WELL. DO GOOD.,” which appears in smaller typeface offset to the lower right beneath the principal term. This dual emphasis on financial performance and social responsibility is central to the brand’s identity. [4]
Aspiration has also registered other slogans as trademarks, including “Change Your Bank. Change Your World.” and “Your Money Can Change Your World,” both filed as standard character marks. These slogans reinforce the brand’s core message that consumer financial choices can drive environmental change. [5] [6]
Typography and Design
Publicly available documentation of Aspiration’s current logo is limited. A vector logo file for Aspiration Bank is distributed through a logo download service, which lists the designer as “Unknown” and provides the file in AI and PNG formats. The service does not provide any design rationale, color specifications, or typography details. [7]
Given the absence of official brand guidelines or designer commentary in accessible sources, specific claims about the logo’s color palette, typeface, or construction cannot be verified. The company’s visual identity is best understood through its documented marketing themes: sustainability, tree-planting, and the “Do Well. Do Good.” philosophy that anchors its public communications.
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