Clear Currency is the personal customer brand of Clear Treasury (UK Trading) Ltd, a London-based foreign exchange and international payments firm. The company operates the brand names Clear Treasury for business customers and Clear Currency for personal customers, with both brands sharing a common visual identity developed around a “geological” theme. [1]
Design and History
Clear Currency’s visual identity was developed as part of a broader rebranding effort led by digital agency Concrete Hermit. The agency collaborated with Clear Treasury stakeholders to establish and implement a “geological” theme designed to communicate solidity and reliability in fluctuating financial markets. The same exercise was conducted for Clear Currency, the sibling money transfer platform. [2]
The geological theme was chosen to visually convey stability and dependability, qualities that are central to the company’s positioning in the currency exchange sector. The identity was implemented across the Clear Treasury website and extended to the Clear Currency brand, which serves personal customers making international money transfers. [2]
Clear Currency operates under its parent company Clear Treasury, offering a personal service and online platform for overseas transfers. The brand’s main industries include agriculture, international trade, manufacturing, shipping, textiles and travel. [3]
Meaning and Symbolism
The “geological” theme underpinning the Clear Currency identity was deliberately chosen to communicate solidity and reliability in fluctuating financial markets. This thematic approach was implemented by Concrete Hermit in collaboration with Clear Treasury stakeholders, and extended to the Clear Currency brand. [2]
The visual identity reflects the company’s value proposition of making international money transfer simple to navigate, with a friendly, personal service and a bespoke online platform. [3]
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