Flutterwave, the Nigerian-founded payments technology company, unveiled a complete visual identity overhaul in February 2022 as part of its “Flutterwave 3.0” event. The rebrand was developed by Dutch digital design agency Verve, which created a modular identity system built around the butterfly motif that had been part of Flutterwave’s branding since its founding in 2016.
Design and History
Flutterwave’s original logo already featured a butterfly mark, which over time became a symbol of “reliability and trust” for African entrepreneurs, according to Verve co-founder and managing director Roman Stikkelorum [1]. The 2022 rebrand elevated this existing butterfly into the hero of a new identity system, simplifying it into two ellipses that can exist in any color [2].
The new identity was unveiled at the Flutterwave 3.0 virtual event on February 18, 2022, shortly after the company announced a $250 million Series D funding round [3]. The rebrand accompanied a broader strategic shift, with Flutterwave’s CEO Olugbenga Agboola stating that payments had become “a means to an end” as the company expanded beyond its core payments infrastructure [4].
Verve deliberately moved away from the typical fintech visual aesthetic, which Stikkelorum described as “dominated by green and blue, colours that are far too cold and corporate for a brand that prides itself on enabling and empowering African businesses and entrepreneurs” [5]. Instead, the agency positioned Flutterwave within the creator economy, using a B2C approach for a traditionally B2B brand [1].
Meaning and Symbolism
The identity system is named “LabaLaba,” the Yoruba word for “butterfly,” one of the principal languages spoken in Nigeria and throughout the African west coast [1]. The two ellipses that form the butterfly mark carry specific meaning: apart, they represent the forces of commerce, supply and demand; when they meet, they represent the entrepreneur [2].
The rebrand introduced six primary colors, each corresponding to one of six traits of a successful entrepreneur as defined by Forbes: creative, motivated, passionate, easy going, robust and eager [2]. The motion system was based on the actual wing movement of a butterfly, creating an organic approach to shapes, forms and animation across brand assets [2].
Typography and Design
Verve developed a comprehensive brand library for Flutterwave, including guidelines for photography, typography and an illustration guide for general brand communications [1]. The system was designed to be modular, allowing Flutterwave to adapt quickly to changing consumer needs and move beyond the fintech category [5].
Illustrator Milena Bucholz collaborated on the project, creating illustrations that guide users through different stages of entrepreneurship, while Coen Rens developed the motion system [2]. The butterfly and ellipses serve as the foundation of every brand asset, whether used in animation, illustration or photography [2].
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