GoCardless is a UK-headquartered bank payment company that helps businesses collect recurring and one-off payments directly from bank accounts. The company introduced a fully transformed brand identity in late 2022, described by its senior brand director as part of establishing “a new era of payments,” featuring a fresh and bolder look, a new logo, and less product-heavy messaging.[1]
Design and History
The 2022 rebrand was a collaborative effort. GoCardless worked with PluPerfect, a New York-based brand agency, on positioning, and with Ragged Edge, a London-based design agency, on the creative interpretation. The company’s internal brand design team then handled implementation of the new visual identity across all touchpoints.[1]
According to GoCardless’s senior brand and communications director, the company had previously done “cosmetic refreshes” of its visual identity, but nothing as far-reaching as this rebrand project. The scope included websites, social media, communications, tone of voice, and the product itself, along with an overhaul of design systems.[1]
The current primary logo is a bespoke wordmark designed by a skilled typographer, according to GoCardless’s official brand guidelines. It exists in three colour variants: monochrome black, monochrome white, and yellow. The black and white versions are the most widely used, while yellow is generally reserved for hero applications where the logo appears as a singular asset.[2]
GoCardless also maintains a shorthand symbol, described as a more informal version of the main logo. It is used on social media platforms or where the horizontal nature of the wordmark becomes problematic. The symbol features a subtle gradient and a subtle inner stroke for contrast against lighter backgrounds, and is available in roundel and tile formats.[2]
Meaning and Symbolism
GoCardless’s official brand guidelines describe the core colour palette as serving two purposes: creating differentiation within a crowded market and helping the brand feel “distinctive and delightful to interact with.” The guidelines state that the palette aims to project “calmness, ethereality and confident optimism,” reflecting the company’s goal of taking the pain out of getting paid.[3]
The hero colour, named Dawn, is specified as #FFE500. The guidelines note that Dawn should be used sparingly, reserved for hero and top-of-funnel applications such as advertising and event stands, while in product and on the website it is used as an accent. Blue, specified as #1A88FF, is the other core colour, described as invoking a clear sky and used as a background gradient to create space for Dawn.[3]
Typography and Design
GoCardless’s official brand guidelines identify Inter as the company’s primary typeface, described as a versatile, precision-crafted font designed to perform across digital interfaces, product UI, marketing materials, and large-format signage. The guidelines also list Haffer XH as a secondary typeface within the brand system.[4]
Inter is used for body text, UI elements, and smaller headings, while Inter Display is reserved for large headings and display text, optimized for larger sizes with tighter spacing. The guidelines specify a focused selection of weights, including Regular (400), Medium (500), and Semibold (600), with weights below Regular never used.[4]
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