# Wise new logo (2023)

> Wise launched a new logo on 1 Mar 2023, designed by Ragged Edge. Bold new brand look with custom Wise Sans (extension of Parafina, refined with NaN).

## Key facts

- Brand: Wise
- Launched: 1 Mar 2023
- Studio: Ragged Edge
- Typeface: Wise Sans
- What changed: Bold new brand look with custom Wise Sans (extension of Parafina, refined with NaN).
- Why: Wise rebranded because the company decided its branding needed to better reflect its work making it easier and cheaper to use money across borders.
- Industry: Fintech
- Logos: https://rebrandlog.com/rebrands/wise/before.svg (before), https://rebrandlog.com/rebrands/wise/after.png (after)

## The rebrand, explained

In 2023 Wise, which had dropped the Transfer from TransferWise in 2021, revealed a complete visual makeover. Creative Review reported that as the company kept making it easier and cheaper to use money across borders, it decided its branding needed to better reflect its work, and approached an outside branding agency for the new identity.

The idea behind it is The World's Money. The existing wordmark and Fast Flag icon were subtly recrafted for legibility. The biggest decision was color: moving away from the blue that had become a fintech convention over the previous decade. Green became the core color, a nod to Wise's previously green card, and the company said it had gone all in on its account green, with punchy secondary colors inspired by the world around it.

Typography carries the global message. Creative Review described Wise Sans, a bespoke typeface with letterforms inspired by scripts from across the globe, and a tone of voice meant to be understood instantly in any language. The system adds what the agency called graphic tapestries, which fuse color, imagery and texture into backgrounds for the brand on and offline. Wise said its new font, imagery and universal symbols were designed to keep the customer experience consistent wherever people send, spend and receive.

Leaving blue is the bravest and best decision here. Every bank, neobank and payment app had converged on it, and green is a color that money already owns.

Wise's own launch post explained the thinking. Working in 170 countries meant being local on a global scale, and step one was to regain the challenger spirit of a company that had shone a light on hidden fees, by creating a brand deliberately different. It went all in on the green already used for its account, with punchy secondary colors, and built its tapestries by studying the money and imagery of the places it serves. Studying banknotes to design a brand about moving money is a nicely literal research method, and it gives the system something specific to say.

The risk is that bright green could become the next fintech default. Wise's defense is the type and tapestries, which give it a texture competitors cannot simply copy with a color picker.

In short: Goodbye blue.

## Other rebrands of Wise

- [Wise (2021)](https://rebrandlog.com/rebrand/wise-2021/) 22 Feb 2021

## Sources

- https://raggededge.com/partnerships/wise
- https://wise.com/us/blog/a-brand-for-everywhere-wise-unveils-bold-new-look

## Cite this

Rebrand Log, "Wise new logo (2023)", https://rebrandlog.com/rebrand/wise/, last updated Oct 20, 2026.