Meniga is an Icelandic financial technology company founded in Reykjavík in 2009 that provides digital banking and personal finance management solutions to financial institutions worldwide. The company’s visual identity has undergone two documented transformations, most recently a complete rebrand in 2024 that retained the core icon while modernizing the overall look.
Design and History
Meniga’s original brand identity reflected its early mission to make personal finances “fun, simple, and engaging,” featuring a colorful palette, simple financial shapes, and small illustrated characters called “the Menigans.” [1]
In 2017, the company introduced a new logo created in collaboration with designer Oscar Bjarnason and Meniga’s Art Director Jónas Valtysson. [2] The design team at Meniga worked with Bjarnason on this mark, which was documented on the design platform Dribbble. [3]
In April 2024, Meniga launched a new website and rebrand after months of planning. The company partnered with ID Studio, a web design agency, for a complete brand redesign and brand guidelines. [4] The rebrand was driven by Meniga’s transformation from a small startup into a digital innovation partner for major financial institutions over its 15-year history. [1]
Meaning and Symbolism
The Meniga icon has multiple layers of documented meaning. According to the company, it represents varying financial trends (ups and downs), hints at the Icelandic sunset and mountains as a tribute to the country where the company was founded, and the circle represents the coin, the first form of currency. The icon is also an abstract version of Meniga’s capital letter M. [1]
For the 2024 rebrand, blue was chosen to indicate trustworthiness and dependability, while mint was selected for its associations with renewal, growth, and inspiration. Together, these colors represent Meniga’s identity as a trusted technology partner helping financial institutions modernize and grow. [1]
The 2017 logo was described as a symbol that captures the essence of what Meniga does, designed to be simple and easy to use across different media. [2]
In the 2024 rebrand, the icon was given a much larger role in the company’s visual system, displayed widely across the new website and designs. [1]
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