Chime Financial Files New Trademark and Unveils Refreshed Logo
Sep/03/2024
On August 22, Chime Financial, Inc. filed a U.S. trademark application for services related to consumer credit consultation, debit and credit account services, and consumer lending. Coinciding with this filing, Chime also introduced a refreshed logo, designed by the agency Jones Knowles Ritchie (JKR). The redesign focuses on the company’s two primary features—the card and the app—emphasizing simplicity and community, according to JKR's executive creative director, Jason Little. The new visual identity aims to reflect Chime's evolution, catering to its growing and maturing audience without losing the brand's original essence. The refreshed branding features typography that conveys trust and clarity, personalized expressive lettering, and intuitive iconography, with motion elements highlighting progress and illustrations celebrating diversity, all intended to align with Chime's mission of promoting financial accessibility. The visualisation below provides a detailed look at the newly filed figurative trademark and the refreshed logo, showcasing the thoughtful design changes that underscore Chime’s focus on user experience and brand maturity.
