A disruptor in the financial services industry, Payz offers customers a smart alternative to existing banks and money transfer companies. Regulated by the FCA, Payz provides instant, safe and convenient payment services to customers and businesses across the globe. With Payz physical and virtual cards, customers can send and receive money worldwide in over 50 currencies and make payments almost anywhere.

Pentagram was tasked with creating a brand identity for Payz that would help it achieve its ambition to become a full-service digital bank that raises the bar in a crowded financial market. The new identity needed to demonstrate that Payz is trustworthy, straightforward and, above all, human; prioritising the needs of its customers while exceeding what both traditional and digital banks offer.

The Payz logo sits at the heart of the new identity. Its bold black wordmark, paired with an oversized acid yellow full stop, inspires confidence and signals clarity and intent. The black, white and yellow colour palette runs consistently through the identity system, supported by a neutral kraft tone inspired by simple, everyday natural materials, to contrast with the over-techy brand languages which dominate the digital world. It is used across backgrounds to add warmth and tactile, inspired by the world of daily delivery boxes which bring basic solutions to people’s needs. The yellow works as punctuation to highlight and bring confidence of a brand that is straightforward and to the point. 

The custom Payz typeface is based on Commercial Type’s Graphik and is used in two weights, Bold and Regular. Bold, friendly, open and practical. It features an additional oversized full stop glyph that becomes a distinctive brand device, appearing across all touchpoints. 

The tone of voice is informal, to the point and  jargon-free, with punchy straplines brought to life through bold typography and punctuated by the signature yellow full stop. Imagery is casual, quirky, bold and colourful, reinforcing Payz’s human approach. The website and app seamlessly extend this system, sharing the same confident, customer-focused design language.

Pentagram has created a cut-through, highly recognisable identity system that positions Payz as a  credible challenger brand that’s the complete antithesis to the old fashioned, bureaucratic banking systems. 

By combining bold typography, a distinctive colour palette and a direct tone of voice, the new brand elevates Payz from a payment provider to an ambitious digital bank that’s simple to use, globally connected and built around real customers’ needs