Pluton (PLU) is the loyalty reward token issued by Plutus, a fintech app that combines crypto and traditional banking services. The Pluton mark is closely tied to the Plutus brand identity, and the token’s visual representation has evolved alongside the parent company’s branding efforts.
Design and History
Pluton (PLU) was conceptualised in 2015 by Plutus Founder Danial Daychopan as a loyalty reward token designed to reward everyday spending using blockchain technology.[1] The token is a product created and owned by Plutus, used for issuing in-app loyalty rewards and unlocking features and savings.[1]
In a significant brand refresh, Plutus partnered with the branding agency Together to create a new visual identity.[2] The refresh was described as a strategic move to align the visual identity with the company’s vision of bridging traditional finance and crypto.[2] Together’s case study notes that the identity avoids the esoteric aesthetics common in crypto and Web3, instead adopting a more playful and approachable aesthetic.[3] The core creative concept positioned Plutus as the bridge between the digital economy and the “real” one.[3]
According to a design commentary on the rebrand, the wordmark’s capital “P” also functions as a symbol for the Pluton (PLU) cryptocurrency, reflecting the brand’s dual focus on finance and crypto.[4]
Meaning and Symbolism
The Plutus brand name derives from the Greek god of wealth, a theme that has informed the company’s visual identity.[5] The brand refresh aimed to embody core values of accessibility and connection, moving away from the esoteric aesthetics of crypto toward a consumer-friendly, people-first approach.[3]
Typography and Design
As part of the brand refresh, Plutus adopted a strict typographic system. The primary typeface is Youth, which embodies the brand personality, while Banana Grotesk is used for body copy.[2] The colour palette features ocean blue, rich black, airy sky blue, and white.[2]
The refreshed identity combines photography and illustration with motion to create a dynamic, consumer-brand feel.[3] Together’s team for the project included Filippos Protogeridis, Minyi Soon, and Marcus Soulsby.[3]
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