Nubank Re-Branding
Nubank's 2021 rebrand was the foundation for a company planning global expansion. With 35M+ customers and a purpose built on fighting complexity, the brand needed a system simple enough for anyone — yet desirable across segments from mass market to the premium Ultravioleta tier. Over a year, the team rebuilt every layer of the identity: logo, grid, iconography, motion, photography, typography, and color. Everything was translated into an interactive BrandBook Tool — a public platform giving distributed teams across regions direct access to assets as the company scaled. The rebrand marked the beginning of an ongoing design evolution that continues today, and laid the infrastructure for Nubank to successfully expand into the high-income segment through Ultravioleta.
Client
Nubank Re-Branding
Industry
Finance
Year
2021
Services
Brand Identity
Art Direction
Brand System
01 Context & Challenge
In 2021, Nubank launched a new logo — a complete brand evolution for a company serving 35M+ customers(at the time) and planning aggressive expansion across Latin America and globally. The Brand Design team had one year to translate that evolution into every touchpoint: the app, card designs, welcome kits, iconography, motion behavior, photography direction, and every other point of contact. The system had to be robust enough to scale internationally, flexible enough to serve a monolithic brand across multiple markets and audience layers — and true to Nubank's core purpose: fight complexity to empower people.
02 Strategic Intent
The brand had to be simple and accessible without being simplistic — desirable across very different audience segments, from mass market to the premium Ultravioleta tier. The guiding principle was to remove anything excessive or unnecessary. Softer curves to emphasize the human side. Typographic details that suggest change and evolution. A modular grid designed for adaptability. Every element earned its place. The system also needed to hold coherence across a monolithic brand architecture — one identity that could be accessed and desired by audiences across income levels, countries, and cultures.
03 What We Built
A complete Brand System covering every layer of the identity: logo, modular grid, iconography built for digital interfaces, motion guidelines defining how elements behave on screen, photography direction anchored in relatable human imagery, the Gellix typeface system across its full range of weights, and a color system built around Nubank's signature purple — with a distinct dark premium treatment for Ultravioleta. The entire system was translated into an interactive BrandBook Tool: a public, online platform where all assets can be stored, accessed, downloaded, and updated, with a modular structure that keeps content scalable and easy to navigate for teams across regions.
04 Impact & Extension
The Brand System became the single source of truth for how Nubank communicates across every channel, country, and product — ensuring that a brand serving over 120M customers feels like one coherent identity regardless of platform or market. The BrandBook Tool made the system genuinely self-serve, giving distributed teams direct access to guidelines and assets as the company expanded internationally — without depending on the central design team for every decision.
The system gave Nubank the infrastructure to expand internationally, maintain coherence across a growing team, and successfully broaden its target audience to include high-income customers through the Ultravioleta platform.
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