Bankrate Reimagines Its Brand for the Next Generation of Consumer Advocacy
New identity transforms the percentage sign into a symbol of the consumer and embraces handcrafted design in a category increasingly defined by automation
Bankrate, the consumer advocate platform that has helped people make better financial decisions for more than 40 years, today unveiled a new brand identity and announced the launch of a redesigned website on June 25.
Bankrate’s new visual identity is rooted in a simple idea: financial decisions are about people, not numbers.
Developed to reflect Bankrate's journalist-founded heritage and enduring role as a consumer advocate, the new brand identity moves away from the transactional cues typically associated with the financial service industry. Instead, it embraces warmth, humanity and craftsmanship through a visual system built around hand-drawn elements, expressive illustrations and a logo that places the consumer at the center of the story. The brand was created by KOTA in partnership with team lead Ricky Carlton, Bankrate Head of Design.
