Ria Money Transfer, a global money transfer service and subsidiary of Euronet Worldwide, unveiled a new visual identity on July 1, 2020, following a holistic rebranding effort. The new logo and visual concept were designed to honor the company’s diverse customer base and reflect its purpose of “opening ways for a better everyday life.” [1]
Design and History
The 2020 rebrand was created with Saffron Brand Consultants, who redesigned the logo to reflect Ria’s purpose. The wordmark uses a lowercase “r” so that the “r” and “a” appear to be “hugging” the “i,” which represents the customer. This composition communicates that Ria has its customer’s back and places them at the center of its operations. [2]
According to the official press release, the “i” symbolizes the individual, with the “r” and “a” representing Ria’s support. The dot of the “i,” when extrapolated from the logo, serves as a standalone orange disc. [3]
Prior to the rebrand, the logo featured an image of an interconnected globe. This was simplified to an orange disc, shifting the emphasis from the world in its entirety to the customer’s individual world and what each person can accomplish for themselves and their loved ones. [3]
The rebranding came as a response to Ria’s expanding global footprint as well as its digital product and expansion strategy. [1] At the time of the rebrand, Ria was present in 402,000 locations across 158 countries. [2]
Meaning and Symbolism
The orange disc is a key element of the new identity. Saffron describes it as the “alter ego” of the brand, and Ria’s recognizably bright orange was retained in this disc-shaped motif. [4] The disc speaks to the connection and support customers can achieve through using Ria’s services. [3]
The rebranding effort was also driven by a desire to unify the brand, which had evolved at a different pace across the globe, with different locations using different messaging and multiple versions of the orange and blue Ria logo. [4] [2]
Typography and Design
Prior to the 2020 rebrand, Ria’s logo guidelines from 2016 documented that the logo was composed of the Frutiger Ultra Black Italic typeface with an ad-hoc serif created to produce a singular and unique Ria font. [5] The 2020 redesign introduced the lowercase “r” treatment that remains in the current wordmark. [2]
In 2024, four years after the rebrand, Ria introduced a global tagline, “Money where you need it,” to tie the cohesive brand together with a single message that could resonate with customers regardless of their background or location. [2]
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