Kuda is a Nigerian digital bank that launched in 2019 with the promise of fee-free, mobile-first banking. Its visual identity has undergone one major transformation: in August 2026, the company retired its long-running standalone purple “K” mark in favor of a full wordmark as part of a broader brand platform called “More Life.”
Design and History
When Kuda launched in Nigeria in 2019, its purple branding and standalone “K” quickly became shorthand for a new kind of Nigerian bank.[1] The company called itself the “bank of the free,” and the message, along with the purple identity, stuck.[2]
On August 6, 2026, Kuda unveiled “More Life,” its biggest brand overhaul since launch. The standalone “K” was replaced by the full Kuda name, spelt out in geometric letterforms.[1] The company said the decision to drop the “K” for the full name drew inspiration from Nigerian art and architecture.[3]
Adeniyi Okeowo, Kuda’s head of creative, told TechCabal that the full name was chosen partly because it would be easier to recognize, particularly on social media. “We are in the age of social media, and attention is very crucial. We felt spelling the name on the logo would stand out the most,” he said.[3]
The rebrand also introduced a new typeface, refreshed colour palette, and new photography and visual guidelines.[4] Kuda’s creative team deliberately avoided making financial transactions the hero of the new imagery, instead using scenes of everyday Nigerian life, from beaches to markets.[3]
Meaning and Symbolism
The name “Kuda” means “love” in Shona, a language spoken in the southern part of Africa, according to the company’s own job postings.[5]
The “More Life” platform reflects a shift in Kuda’s positioning. “For us, More Life is basically our commitment to the customers. We feel money enables life,” Okeowo said. “It enables you to do things. When you have money, you can go on holidays, you can take care of your family, you can save for the future.”[3]
Kuda’s research before the redesign found three characteristics in its customers: that they are bold, always moving, and real. Those traits became a test for the new identity, with the company asking whether its brand looked as bold as its customers and whether it carried their sense of movement and ambition.[3]
Typography and Design
The current Kuda logo uses the full company name in geometric letterforms.[1] The purple color remains, but the palette now includes lavender, off-white, and a darker grey.[2] Okeowo explained the decision to keep purple: “We still wanted that connection with our customers, who have identified us as the bank that uses purple a lot, so we wanted to keep that consistency and introduce complementary colours.”[3]
Brandfetch lists Kuda’s primary brand color as #40196D, a deep purple shade it calls “Honey Flower.”[6]
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