Capchase is a New York-based fintech company that provides non-dilutive capital and revenue-based financing for recurring-revenue businesses. Founded in 2020, the company launched a complete rebrand in October 2021, introducing a new logo, typeface, color palette and website designed to reflect its mission of helping companies accelerate growth by bringing future revenue forward to today.[1]
Design and History
The 2021 rebrand was created by Sebastian Graz, an independent Amsterdam-based digital designer with more than a decade of experience delivering branding work for clients including Volvo, Canon, Framer and Saatchi & Saatchi.[2] The project was led on Capchase’s side by co-founder Ignacio Guli Moreno.[3]
The logo was the design element that went through the most iterations during the project.[2] A key decision was to avoid the typical “C-shape” convention using the company’s capital letter. Instead, the logo was designed to represent an idea: movement and speed.[3] The mark consists of the literal term “CAPCHASE” next to an array of angled rectangles forming a “fast forward” design, as described in the company’s trademark filing.[4]
In December 2023, Capchase launched an updated design style while keeping the same logo. The refresh was driven by two factors: the old illustration style used a gradient “swirl” pattern that was hard to replicate in print, and the company’s expansion from a single-product to a multi-product environment required a design system that facilitated sub-brands.[5]
Meaning and Symbolism
If you look in the absent space of the logo, you can see a double “fast-forward” button, representing movement, progression and pace.[2] The fast-forward motif reflects Capchase’s ability to help companies accelerate growth by bringing future revenue forward to today, and taking the time out of managing and raising capital.[1]
The wavy patterns in the visual identity further represent flexibility and liquidity.[3] The 2023 refresh extended the logo’s composition to a new suite of illustrations built with solid, filled rectangles and angled “shards,” using the same angle as the Capchase logotype. The refresh also incorporated guilloché patterns, delicate repetitive engravings inspired by banknotes, which the company saw as an apt reflection of its commitment to dependability and building trust.[5]
Typography and Design
For the 2021 rebrand, Capchase chose a geometric sans-serif typeface named ES Build for its simplicity and neutrality. The rounded features were intended to go hand-in-hand with the wavy illustrations, and the typeface works for both headings and body copy.[2]
All elements of the identity, including the logo, are based on a simple geometric shape that can be rotated and repeated to generate new logos and patterns, forming a modular design system that can be iterated for each new product launch.[2][1]
When it came to color, Capchase intentionally chose vibrant hues that were far away from the signature “finance” blues. The palette includes bold shades with a hero “Capchase purple” for calls to action and the core product.[2] The color choices were intentionally broad to stand out among traditional finance.[3]
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