Credit Karma Partners with Siegel+Gale to Launch New Brand Identity

SAN FRANCISCO, December 7, 2016

Credit Karma and global brand strategy firm Siegel+Gale today announced their collaboration on a brand evolution effort with the unveiling of a new visual identity. The rebranding effort builds on Credit Karma’s success in creating useful financial tools for more than 60 million members across the U.S.

“Through their knowledge and experience with strategic design, Siegel+Gale helped us create a visual identity that represents Credit Karma’s DNA,” said Greg Lull, chief marketing officer, Credit Karma. “Our old identity no longer captured our expanded offering. Our new identity is truly reflective of our brand personality and where we want to go.”

The personal finance company partnered with Siegel+Gale to modernize its visual identity while retaining its brand heritage. The core of the brand redesign is a new logo that conveys Credit Karma’s commitment to helping people build their financial future through personalized and unbiased advice. Siegel+Gale created an identity that is an expression of Credit Karma’s brand personality. Key components of the new logo design include:

– The new logo that pairs a friendly professional wordmark with a bright, optimistic color palette built around fresh and clean Karma Green.
– The upward movement of the K’s arm hints at what Credit Karma strives for – helping users improve their financial health and ultimately build their financial future.
– The typographic layout easily translates into a friendly shorthand, allowing for flexibility in the design system.

“Credit Karma needed to visually connect with members and consumers in a way that signaled their commitment to being helpful,” said Matthias Mencke, group creative director, Siegel+Gale. “It was less about being a credit score company and more about demonstrating positive upward momentum for members by helping them get ahead of their finances.”

About Credit Karma

Founded in 2007, Credit Karma is a personal finance company that’s focused on helping everyone make financial progress. Whether they’re interested in getting a better deal on a loan, looking for ways to save or simply monitoring their credit, we offer a range of tools and personalized recommendations designed to help them make the most of their money.