Current is a financial technology company, not a bank, that offers mobile banking services through its app. The company was founded in 2015 and launched its first product in 2017 with an app-controlled debit card designed for kids, later expanding to regular checking accounts.[1] Current is operated by Finco Services, Inc., a New York City-based company.[2]
Design and History
Current’s original logo, designed in 2016, featured a stylized tilde character inside a circle. The tilde, or wave-like mark, was meant to capture the importance of movement of both money and people.[3] The logo was created by San Francisco-based design firm Character, with Current’s CEO Stuart Sopp stating he spent six months working with the firm on the design.[4] The circle in Current’s logo featured a spectrum of colors, with a dark purple tilde-like shape inside.[5]
In June 2019, Current publicly accused Facebook of copying its logo for Calibra, the subsidiary created to house Facebook’s cryptocurrency efforts. Both logos featured a tilde-like shape within a circle, though Calibra’s version was a uniform purple.[5] Current’s CEO noted that Character, the design firm that created Current’s logo, also worked with Facebook on the Libra project.[4]
In February 2023, Current launched a rebrand. The new identity introduced a symbol representing “the shift we hope to make in our members’ lives,” visible in the new logo, app icon, and as a graphic device in digital spaces.[6] The rebrand was developed with partners at COLLINS, Buck, and Vivaldi.[6]
Meaning and Symbolism
The original 2016 logo’s wave-like tilde symbol was designed to represent the movement of money and people, according to Current’s CEO.[3] The 2023 rebrand introduced a new symbol intended to represent the shift the company hopes to make in its members’ lives, though the company’s announcement does not describe the symbol’s specific form.[6]
Typography and Design
Current’s 2023 rebrand updated the company’s color palette, relying on white and black canvases with a gradient edge, which the company said signified “a brighter future ahead.”[6] The company also unified its illustration style and simplified its color palette across the app experience.[6]
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