Bankjoy is changing the way Credit Unions and Community Banks do business and enable them to become tech-driven and digital first. Being among the fastest growing digital banking providers in the market, Bankjoy's mission is to revolutionize American banking infrastructure.

Compared side by side, the new wordmark feels more joyful and unique. We were careful not to create something too playful because of the industry Bankjoy operates in and the type of work they deliver. The new wordmark has that sweet spot between modernity and professionalism.

After exploring different directions, we landed on a final wordmark that represents and differentiate the new brand best.

The new primary color palette was created based on a blend of modernity and professionalism.

Redesigning the wordmark was the first seed that enabled us to create the rest of the visual identity, from a tailored wordmark — focused color palette to typography. The end result is a clear and memorable brand that stands outs amongst its competitors.