UFB Direct is the online-only banking division of Axos Bank, offering high-yield savings, money market accounts and mortgages through a branchless model. Its visual identity centers on a wordmark featuring the letters “UFB” inside a circle beside the word “DIRECT,” a design documented in the brand’s U.S. trademark registration.
Design and History
The UFB Direct logo is described in its USPTO trademark filing as consisting of “the letters ‘UFB’ inside of a circle to the left of the word ‘DIRECT’, all above a shadow.” The trademark application was filed on October 6, 2011, by BofI Federal Bank, and the mark was registered on November 27, 2012. The registration was later assigned to Axos Bank following the parent company’s rebranding. Color was not claimed as a feature of the mark in the registration.[1]
UFB Direct’s history as a brand predates this registration. The trademark record lists a first use date of April 30, 2004.[2] At that time, UFB Direct operated as an online unit of Union Federal Bank of Indianapolis, offering money market accounts with competitive rates.[3]
In October 2011, BofI Holding announced that its bank subsidiary, Bank of Internet USA, would change its name to BofI Federal Bank. UFB Direct retained its name and continued operating as a division of the renamed bank.[4] At that time, UFB Direct was described as “the bank that pays you airline mileage for your everyday banking,” with customers able to redeem miles through American Airlines.[5]
BofI Federal Bank later rebranded as Axos Bank in 2018, and UFB Direct continues to operate as a division of Axos Bank today.[6] The bank’s official website describes UFB Direct as “a division of Axos Bank” with a branchless banking model.[7]
Meaning and Symbolism
The trademark registration documents the logo’s structure but does not assign specific symbolic meaning to the circle, letters or shadow. The “DIRECT” portion of the mark was disclaimed in the registration, meaning it was not claimed as a distinctive element on its own.[1]
Brand asset databases list the UFB Direct logo’s color palette as including a bronze-tan tone (hex #AC9577), a light gray (hex #EDEEF0) and a darker brown-gray (hex #806646).[8] These colors are documented as part of the brand’s current asset set, though the trademark registration itself makes no color claim.
Typography and Design
The logo’s typography is not documented in official sources. The trademark filing describes the mark’s layout: the letters “UFB” enclosed in a circle positioned to the left of the word “DIRECT,” with a shadow element beneath.[1] No specific typeface, designer or agency attribution is publicly documented for the UFB Direct identity.
Logo Index is an independent educational archive covering logos, visual identities and graphic design history. All trademarks and brand assets remain the property of their respective owners.
