by Ian Collins

Simple Branding


We are now Simple. We love our name and the high standard it sets. We’d like to share some of our thoughts on our new visual identity and how it represents our company and philosophy.

Our old mark—a stylized wallet—did not adequately convey our mission to simplify the financial lives of our customers. A traditional wallet is not a tool for simplification. In fact, we took this idea a step further and will include a minimalist rubber-band and chipboard “wallet” with every Simple card we ship—perfect for holding a card and some cash.

Our updated logo had to be simple while still making a statement about who we are. It had to be beautiful and functional in a variety of contexts. It also had to grow with us—we’re a company in its infancy with massive plans. For this reason and others we decided to craft our identity in-house.

This new identity says a lot about us, our history and how we work.

The Icon

Simple branding different sized circles.

The Simple icon is a basic guilloche pattern meant to resemble a torus or ring. A guilloche is a complex pattern created from simple, repeated, geometric steps defined by elementary equations. It’s this easily generated, difficult to reproduce intricacy that has led to a guilloche appearing in some form on most of the world’s currency. It is a sign of authenticity and security. That their intricate beauty is derived from understandable, algorithmic methods is what drew us to guilloche patterns and ultimately led us to represent our company and mission with one.

Simple branding circle options.

It is no accident that our mark can be generated mathematically—variations are just an equation tweak away. By altering parameters such as repetitions, amplitude, frequency and scale we are able to create new versions of our industrious icon. Whether we are symbolically representing a particular data set or simply generating a version more suitable for a different application, our mark remains flexible and agile.

The Type

The typeface in the new Simple logo is a slightly modified Gotham by Hoefler & Frere-Jones. The font, inspired by early 20th century American signage, is a straightforward and honest typeface.

A font inspired by 1900s craftsmanship and simplicity, made relevant again using modern technology. Sound familiar?

Disclaimer: Hey! Welcome to our disclaimer. Here’s what you need to know to safely consume this blog post: Any outbound links in this post will take you away from, to external sites in the wilds of the internet; neither Simple or our partner bank, BBVA USA, endorse any linked-to websites; and we didn’t pay/barter with/bribe anyone to appear in this post. And as much as we wish we could control the cost of things, any prices in this article are just estimates. Actual prices are up to retailers, manufacturers, and other people who’ve been granted magical powers over digits and dollar signs.

Important! Keep your account safe from fraud

As fraud attempts are on the rise recently — especially related to unemployment funds — help us keep your account safe by following these guidelines.

Use your Simple Account only for your own personal use. Don’t share your account with others or receive funds on behalf of third parties.

Don’t share your username or password with others. Never give out your login information. Simple will never ask you to tell us your password — if any third party makes such a request, it’s an attempt at fraud.

Don’t open an account at someone else’s request. If someone else asks you to open a Simple Account — such as a real estate company, prospective employer, or someone you met online — it is likely an attempt at fraud.

Be alert for unemployment insurance fraud. You may be violating the law and the terms of your Simple Account if you receive deposits of unemployment funds on behalf of someone else. There are state and federal penalties for unemployment insurance fraud (including potential fines and incarceration). If you suspect you are a victim of unemployment fraud, contact the appropriate state fraud hotline listed here.

Don’t receive funds on behalf of a third party. Keep in mind that receiving funds on behalf of a third party violates the terms and conditions of your Simple Account; in such instances, we may restrict and/or close your account and hold the funds while we await direction from enforcement agencies.

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