Banco InterCopied

Inter launched Brazil's first digital bank in 2015, chief executive João Vitor Menin said in the company's announcement, and by late 2023 it called itself a financial super app with more than 30 million clients in Brazil and the United States. On 20 December 2023, three years after its previous rebrand, Inter&Co unveiled a new logo to match. The official release tied it to a business plan to reach 60 million customers by 2027, with the website and a new version of the app already carrying the new look.

For the first time the logo includes a symbol. Valor Econômico described it as a fan of seven elements placed before the bank's name, standing for the group's seven business verticals: banking, shopping, investments, credit, insurance, global services and loyalty. Branding director Andrea Nocciolini Costa said the symbol communicates growth, representing a financial life that expands, with multiple possibilities connected in one super app that helps people make better choices and get closer to their dreams. The orange wordmark remains, and the company planned campaigns throughout 2024 to establish the financial super app category in Brazil.

The timing made headlines. Valor reported that Inter had spent the previous weeks in a social media storm after rival Itaú unveiled a new brand that dropped its blue background and embraced orange, a colour strongly associated with Inter. Inter's Twitter account had posted a meme reading, roughly, you can copy, just don't make it the same, without naming its rival. The bank told Valor it had been working on the new logo for several months, before Itaú's announcement.

The fan is a tidy idea and a defensive one. With a much bigger bank suddenly wearing orange, Inter could no longer rely on colour alone to be recognised, and a symbol gives it an asset Itaú cannot borrow. Mapping seven rays to seven business lines is the kind of literal explanation that ages badly, since business lines change and logos should not, but the shape itself reads well as an app icon and as a sunburst of growth. The real risk is that customers simply see a fan and never learn the story. That is fine; the mark works without it.