US fintech service Robinhood has rebranded in collaboration with New York-based design studio Porto Rocha, marking its 10th anniversary and saying it is a shift from being a startup innovator to a financial platform for a new generation of investors.

The wordmark has a higher contrast between the strokes and thinner connections. The ink trap, or free space, has been added where the letters break, slightly blending the impression of the printed letters. The new premium membership 'Robin Hood Gold' uses a serif typeface, Martina Plantijn.

The quill symbol has been simplified by reducing its description and adjusting its angle. The various categories have been moved from right to left to place them behind the wordmark. The new brand color is Robin Neon, a lime neon that glows in the green reminiscent of a forest. The overall impression is expressed in lime and white with thin lines on a black background. European comic-like illustrations are not used, and instead, abstract photographs or 3D elements are used.

Overall, it has changed from a young and techy feel to a traditional and expensive feel. It seems like a strategy to expand the category and broaden the customer base. The way they explain membership benefits while riding a yacht seems very different from the previous Robinhood. As a company that aims to democratize finance, I wonder what direction they will take in the future.

More and Sources

• https://newsroom.aboutrobinhood.com/a-new-visual-identity/