# Starling new logo (2025)

> Starling launched a new logo in Sep 2025. Sep/Oct 2025: Starling Bank S-icon + spaced wordmark -> bold Starling wordmark (drops Bank).

## Key facts

- Brand: Starling
- Launched: Sep 2025
- What changed: Sep/Oct 2025: Starling Bank S-icon + spaced wordmark -> bold Starling wordmark (drops Bank).
- Why: Starling said the stronger colours, cleaner typography and bolder graphics were meant to help customers engage with their finances and build good money habits.
- Industry: Fintech
- Logos: https://rebrandlog.com/logos/starling-bank-2025/before.svg (before), https://rebrandlog.com/logos/starling-bank-2025/after.png (after)

## The rebrand, explained

Starling built its reputation as a challenger bank that turned a profit, and by 2025 it wanted a brand to match a broader ambition. Marketing Week reported in June that Michele Rousseau, the bank's first chief marketing officer, had set a sharper internal positioning of pioneering banking for enterprising people, with Good with money as the consumer facing platform. She said Starling wanted to be people's favourite bank and needed to get into popular culture to do it, and she warned that the rebrand would not be a complete, massive revolution of visual identity, only a new look and feel to support the positioning.

The result arrived on 16 September 2025. Starling's announcement described a new logo, colours and card designs rolling out to the app from that day. The identity draws on the colours of starling birds and shifts the familiar purple and teal toward a more active and vibrant palette. Personal account cards move to an updated teal in mobile wallets, joint account cards switch from green to taupe, and business and sole trader cards go from dark blue to aubergine, with new physical cards from February 2026.

The official reason is behavioural. Rousseau said in the release that the first step toward being Good with money is paying active attention to your finances, and that the stronger colour system, cleaner typography and bolder graphics were designed to make it easier to engage with the app and keep building good money habits. The bank backed this with research claiming that over half of Britons find money management hard, and with tools such as Spending Intelligence, which lets customers query their spending with AI. Marketing Week noted that success would be judged on classic funnel metrics such as awareness and consideration, alongside longer term emotional connection.

This is an evolution dressed up as a mission. The colour changes are sensible and the bird reference gives the palette a reason to exist, but a louder logo does not on its own make anyone better with money; the app features do that work. What the refresh does achieve is maturity. Starling now looks less like a plucky fintech and more like a mainstream consumer brand, which is precisely the audience Rousseau says she is chasing. Whether bold graphics can compete with Glastonbury headliners for attention, as she puts it, is a much harder test.

In short: A louder bank with a lesson attached.

## Sources

- https://www.starlingbank.com/news/starling-reveals-new-look/
- https://help.starlingbank.com/personal/topics/brand-refresh/what-is-changing-as-part-of-the-rebrand/

## Cite this

Rebrand Log, "Starling new logo (2025)", https://rebrandlog.com/rebrand/starling-bank-2025/, last updated 2026-10-21.