Fintech News

8 Tech Innovations to Step Up Your FinTech Branding

FinTech is an exciting industry. Single-handedly, it has disrupted banking, mobile payments, blockchain, crowdfunding, and many other giant sectors of finance. As the snazzy new kid, it has gained a lot of fan following over the years and introduced innovations that have made paying goods for services trouble-free and smarter. 

But even with all that success, it’s pretty hard to spot one FinTech solution from the next. Where do they differ? How does each stand out? Is one better than all the rest? If so, how?

If you are launching a FinTech brand or want to spruce up an old one that has been in the trenches, this is for you. 

Since you are deep into technology, we are going to share 8 tech innovations in branding that can help you differentiate your FinTech brand from the rest, position it correctly in the market, and increase its equity.  

1. Logo Maker Tools

If you want to understand the impact of a logo, try searching the internet for the worst logos of all time. Going from mild bewilderment (who approved this!) to complete denial (this is Photoshopped!), you can experience a whole range of emotions. 

Nailing down a logo design requires two things to get right: the design technique and the psychology behind the chosen elements. Why have you chosen a circle and not a triangle? Why the color blue and not lavender? Why this font, not that?

How do you get the design right?

The more profoundly you understand your brand, the more your answers to these questions lead to unified brand identity. Even when your design choices seem erratic and contrasting, together they can help everyone look at the picture you always had in mind. If the design reflects the brand personality truthfully, it can create conversations, a higher brand value, and even a more loyal following.

How to make the FinTech logo?

Addressing the techniques of the logo design, the two strongest tools available in the design arsenal are design software such as Adobe Illustrator, and finance logo makers that run on AI technology. Unless you are a graphic designer, it’s the second option that will work for you. Choosing the right finance logo generator can help you create a fabulous logo with minimum effort – thanks, technology!

All you need to do is to browse from premade templates, choose the one you want to work with, customize it so it can look and feel like the image you have in mind of your brand, and continue to download and pay. For new businesses, this is a cost-effective branding tool that doesn’t cut corners but provides an efficient solution, with you, the brand owner, in a more autonomous position. 

2. Website Builders

A FinTech website needs to provide the most seamless, productive, and engaging digital experiences ever. If you are selling technology, and cannot even master the basic website development, your brand has nothing to offer. 

Why a FinTech website is important?

To inspire trust in your brand and technology, your website has to do the heavy lifting. It needs to be an appealing introduction to your brand, containing the entire wealth of the information you have to share about who you are and what you do, and most importantly, it needs to dazzle your visitors. 

What to add to your website?

Offer the latest web technology, use the most gorgeous imagery, speak evocatively, and give people a taste of what you can do. But don’t forget functionality. Make sure the pages are quick to load, the navigation is simple, and no broken links exist. Information-wise, keep the website updated with the latest updates, pricing, news, and offers. 

How a website builder can help?

Just like a logo maker, a website builder uses artificial intelligence to provide you with premade themes and plugins to create a fully-developed and functional website in no time. Wix is a great web builder, one of the most powerful out there. It has drag-and-drop features, thematic designs, and responsive templates that offer mobile-friendly digital experiences. Webchat capability allows you to connect with your audience and help on the go.

WordPress is another web builder option, one with the most reach. But if you are completely new to web building, Wix is more intuitive and offers an easier learning curve. Plus, its themes are nicer.

3. Color Matching Tools

Modern branding is emotionally-intelligent and colors help you get there. Not only each color has individual properties that make it more suitable to carry a certain emotion, color pairings and contrasts also contain heavy emotional associations that people relate to all over the world. For example, black on its own may seem elegant or depressing (depending on context and culture) but pair it with neon green and the aesthetic is closer to video gaming and Sci-Fi than anything else. 

Thus, pairing the right colors together, as well as choosing the right colors to begin with, are important branding decisions to make. 

What the first step should be?

Choose the right colors, as simple as that. But easier said than done. You have to think about the context, the culture, and the popular associations people have with color. If you are going with red, let’s say, it has a wealth of contrasting emotions: passion, urgency, violence, and romance, to name a few. 

To send the precise message of your FinTech branding, you have to choose the exact right shade of red. 

Disclaimer: red is a powerful statement for a FinTech. Most stay with varying shades of blue. Only choose a heated color if your FinTech can stand the temperature.

How can tech tools help?

Once you choose the colors you want for your FinTech branding, tech-based tools can help you narrow down the pairings. Tools such as and Colour Code allow you to match your colors with potential partners to see if the relationship is true to the brand. is a color palette generator. You can choose from existing palettes that are trending, or look for specific shades if you have color code info. You can also pick individual colors from the existing palettes and make your own. The search option allows you to look for colors based on categories such as styles (vintage, bright, or cold, etc.), topics (wedding, party, and autumn), and others.

Colour Code is more flexible and free-flowing. You just move your cursor on the screen and it will change colors. Stop when you like what you see, and then go from there. You have a lot to choose from. From monochrome shades to analogic colors, and from free builds to triads, everything is here. Just find your zone.

4. Font and Type Tools

Modern businesses overall, and technology-based companies, in particular, are enamored by the simplicity and minimalist attitude of sans-serif typefaces. No unnecessary twirls, no dramatic edges, and no strong plinths. The lightweight sans-serif typefaces are modern, agile, and in all-small letters, look more approachable. 

So, in the type department, FinTech is doing something right. However, there is still a lack of differentiation which is an important part of branding.  Because see, your goal as a business should not be just identification – you want people to be able to separate you from others. Point to you from afar in a sea of similars. 

And I think type can play an important role here, only if FinTechs let it. 

So, how do we go about it?

As the first step, try giving Serifs or Scripts a chance. I mean, Lemonade did it and it hasn’t harmed them. In an ever-swelling crowd of FinTechs, all getting mixed, thanks to their indistinguishable branding, Lemonade stands out. With its twirly wordmark, the contrast of it being a genius financial tech company becomes even more noticeable.    

Then, you let the tools take over.

As a branding expert, my two go-to type tools (say it quickly 10 times) are Google Fonts and FontJoy. While I love the second one, let’s start with Google. 

Google Font is a free font directory. Choose from thousands of free fonts. Each belongs to a unique family and gives you tons of variety to work with. You can browse based on categories, languages, and properties, see the fonts in action, and use your own text to preview the final look. 

For newbies, as well as designers who want to preserve available resources, this free font directory is a gift from tech heavens. 

Now talk about Font Joy. I think it’s my favorite thing on the internet. It has a simple interface with a uniform filler (but informative) text that will appear in different font pairings every time you click on Generate. Go try now. The site gives you three unique fonts in each pairing. One for title, one for headings, and one for the body. Though you can’t use your own text to visualize the final effect, the tool is clear enough to help you see if you have landed on the right font combo. 

If you feel you haven’t, just click on Generate again and a new pairing will appear. It’s tech-magic.


We have lived with identical FinTech branding for too long – and it’s not okay. As we leave you today, it is with the hope that the efficient tech tools we have shared here will help you give a leg up to your FinTech brand, design- and brand-wise. Each tool is easy to use, most of them are free, and all are designed to give your finance brand an on-brand appearance with a distinct identity and a killer differentiator. 

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