Payz

Brand identity for a simple global payment solution for sending, receiving and managing money in multiple currencies that works everywhere.

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 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.

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The Wang Contemporary

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About the project

Positioned as a challenger within the financial services sector, Payz provides an alternative to traditional banks and money transfer providers. Regulated by the FCA, the platform enables individuals and businesses to send, receive, and manage money globally, supporting over 50 currencies through both physical and virtual cards, with fast and secure transactions.

Pentagram was commissioned to develop a brand identity that would support Payz’s goal of evolving into a full-service digital bank. The brief emphasized the need to communicate trust, clarity, and a human-centered approach, setting it apart in a highly competitive market while addressing customer needs more effectively than both conventional and digital banking platforms.

At the core of the identity is the Payz logo, featuring a bold black wordmark paired with a prominent acid yellow full stop. This combination conveys confidence, precision, and decisiveness. The broader color palette—black, white, and yellow—is consistently applied across the system, complemented by a neutral kraft tone inspired by everyday materials. This softer background element introduces warmth and tactility, contrasting with the overly technical aesthetic common in digital brands, while the yellow accent acts as a visual punctuation point to emphasize clarity and directness.

The custom Payz typeface builds on Commercial Type’s Graphik and is used in both Bold and Regular weights. Designed to feel open, approachable, and functional, it also includes an enlarged full stop character that becomes a recurring visual feature throughout the identity.

The verbal tone is deliberately informal and concise, avoiding jargon in favor of clear, direct messaging. Short, impactful phrases are reinforced through strong typography and the recurring yellow full stop. Visual imagery follows a similar approach, combining casual, playful, and vibrant elements to highlight the brand’s human focus. This system extends seamlessly across digital platforms, including the website and app, ensuring a consistent and user-centered experience.

The resulting identity establishes Payz as a distinctive and recognizable challenger brand, positioned in contrast to more traditional, bureaucratic banking systems.

Through its use of bold typography, a focused color palette, and straightforward communication, the brand shifts Payz’s perception from a payment service provider to a globally connected digital bank designed around the practical needs of its users.

Client

Payz

Sector

Consumer Brands
Finance

Discipline

Brand Identity

Office

London

Partner

Marina Willer

Publications

Ahmedabad

Connect

Payz

The Wang Contemporary

Location

Phone

Email