Back to the Finwise case study
Finwise / Identity Proposal 01
finwise

Money, made calm: a mark pulled from the product itself

The mark

02 / concept

Every screen in the case study leans on the same two shapes: a progress ring (balance saved, budget spent, savings goals) and a small upward tick next to every stat. The logo fuses them: a ring that runs out of room and breaks into the trend arrow, the same 45° angle used in the app's own nav bar. Not a dollar sign or a generic bar chart, but something built from Finwise's own vocabulary.

1Ring: the shape behind every "saved," "spent," and "goal" number in the app.
2Break: the ring opens instead of closing: progress that keeps going rather than a finished loop.
3Tick: the exact up-arrow already sitting in the bottom nav, now doing double duty as a wordless "growth."

Icon variations

03 / lockups

Four ways the mark holds up: on the signature green, reversed for dark UI chrome, and in pure black & white for stamps, invoices, or a single-color print.

Primary
green tile
Reversed
dark tile
Mono
white
Mono
black

Holds up small

04 / proof

Two strokes and a circle survive down to favicon size, with no fine detail to lose.

64px
32px
16px
finwise.app
tab favicon

Color system

05 / color

No new palette invented: every value here is pixel-sampled off the actual screens. Ink, surface, and signature green are the one system used everywhere. Category and goal colors are a wider, more playful set that Finwise varies screen to screen, documented here exactly as built rather than smoothed into a single fake palette.

Core: background & surface

Inkapp background#0C0C0C
Surfacecards, sheets#1A1A1A
Paperlogo on light / print#F3F2EC

Status: the one palette used consistently, on every budget bar and progress ring

On trackincome, balance, within budget#00CC1F
At riskapproaching budget limit#FF8F1F
Overspendingover budget#FF3B3B

Category: spending breakdown donut

Food & Groceries Shopping Transportation Utilities Subscriptions

Category: add transaction tags

Dining Groceries Shopping Rent Utilities Transportation

Goal color picker: the 11-swatch set users assign to a savings goal

+
Wordmark: Manrope 800
finwise
Data / captions: JetBrains Mono
$3,230.87

In context

06 / applied

Sitting where the app's own top bar already puts a name and an icon.

finwise