A rebrand of card and account consolidator fintech Curve is kicking off with an ad campaign on the London Underground.

Curve says that its existing look wasn’t cutting it and was too bland’ for its colourful product. The new look is ‘raging red and proud’ and it claims the Curve rebrand denotes ‘courage, energy and passion’.

As well as the colour change, Curve is serving up new fonts.

In particular, it says that its new visual identity represents its ‘badass brand and personality’.

Curve rebrand: ads run at over 200 locations

The Curve ad campaign will run at over 200 London Underground locations.

Amabel Polglase, head of brand, Curve says: “Curve’s new brand identity is all about differentiation.

“Cutting through the clutter and standing out from the crowd. It has been designed to communicate a bold, confident and passionate mission, vision and value to customers. It reflects who we are as a company and our view on the world.

“Curve is moving banking to the cloud. It has started a revolution in a market that holds some of the oldest and most powerful institutions in the world. That’s why we chose red as our core brand colour.

“Red is energetic, bold and full of life, like our brand. It’s much bolder and daring than the boring pastel colours of the well-known challenger banks.”

Curve crowdfunding

In September Curve raised nearly £6m from almost 10,000 investors in its crowdfunding campaign on the Crowdcube platform.

In doing so, it claimed to break earlier records to become the fastest start-up to hit £4m figure on Crowdcube.

Furthermore, Curve secured $55m from a group of investors in a Series B funding round in July.

Launched in 2018, Curve allows users to consolidate all their payment cards into one smart card and app. Curve has raised more than £70m since its launch and claims a valuation of around $250m.

curve rebrand