Betterment is a digital wealth management and automated investing platform founded in 2010, built on the principle that technology can give everyone access to good, fiduciary guidance, not just the wealthy [1]. The company’s current visual identity was created in 2021 by the global design and branding studio Trollbäck+Company, which partnered with Betterment to review its brand strategy, tone, and visual identity [2].
Design and History
In November 2021, Betterment debuted a refreshed brand identity developed with Trollbäck+Company [2]. The rebrand replaced the company’s previous “speedometer” logo with a new symbol that Betterment affectionately dubbed “the sunrise” [2]. The new identity was introduced to reflect an expanded vision for the company, moving beyond its founding focus on investing to a broader focus on the customer’s full financial future [1].
The rebrand was anchored by a new brand purpose statement, “Making people’s lives better,” which was articulated as part of the strategy work with Trollbäck+Company [3]. The visual identity retained Betterment’s legacy blue color and original font, while introducing a warmer color palette to complement the notion of a journey [3]. Trollbäck+Company also worked with Betterment’s internal design team to develop a range of illustrations for use across touchpoints [1].
Meaning and Symbolism
The new logo symbol was designed to feel like a sunrise, suggesting the illuminating nature of Betterment’s offering to users [1]. The base of the shape invites a first-person perspective of a path, implying forward motion, and the metaphor doubles as an arrow pointing upwards, signifying growth [3].
Nadia Husain, design director at Trollbäck+Company, described the symbol as evoking “a path and progress that feels optimistic,” functioning as more than a static logo but as the foundation for an entire visual identity system [1]. The wordmark was described as “the horizon line to our logo’s sunrise,” standing out without shouting [1].
Typography and Design
The 2021 rebrand paired the new symbol with an updated wordmark that was lighter and easier to read in smaller, digital spaces [3]. The identity retained Betterment’s original font, updating how those elements were used rather than replacing the typeface itself [3]. Trollbäck+Company’s design team noted the wordmark was designed to be more approachable and legible than before, particularly in mobile and digital contexts [4].
Logo Index is an independent educational archive covering logos, visual identities and graphic design history. All trademarks and brand assets remain the property of their respective owners.
