Over the past few months, we've been quietly working on some major gains focused not only on the functionality and performance of our app but something much bigger, our company culture, team, and brand. In the next few weeks, we'll be sharing a number of big announcements. And to kick things off, we're excited to finally share our fresh new brand with the community.

As we're entering a new stage of growth, we decided we needed a fresh look. So, we're revamping our branding, starting with our most defining symbol...  

✨ A Fresh New Logo... Some of the core values at the centre of Lumio is to embrace being Open, Accessible, and Flexible, so we set about designing a logo that embodied just that...

We had a deep think... and as with most creative moments, things got a little abstract! Our logo is made up of shapes and angles that come together to form the characters of our name - the same way Lumio brings your finances (of all shapes and sizes) into one clever app. Because our finances are as unique as we are humans, we wanted our logo to represent the coming together of all these unique formations.  

🤩 But we're not done just yet, keep an eye out for...

Fresh New Mark | A customised version of the L taken from our logo. The triangle or incline shape has been increased in scale to help draw more of a relationship between Lumio and positivity, whilst providing visual balance and a strong recognisable symbol that’s easy to find within your apps.

Our two primary brand colours are our ivory and blue. Our blue is our key brand signifier – it’s what we’re known for. Our ivory has been introduced to provide some warmth and an alternative to stark white. It helps bring a human touch and feel to our brand, providing balance to what otherwise could feel clinical. Much like our ivory, our secondary colour palette has been selected to bring further the idea of us being open, aspirational, and balanced between masculinity and femininity. Each of the pastels is complimentary with one another, and all work well with our primary blue and ivory.We then wanted to bring some more personality to our brand through the use of this illustration style.

A contemporary abstract representation of people, is the best way to share the importance of still being human behind all the smart technology that we have worked on. Within the app there are points at which we can flow through some of our personality. These characters are almost guides of the Lumio app who help draw your attention to changes you can make to achieve your financial goals.  

⭐ But here's the most important part... We want to know what you think, what you like, love and loath - and ideally why! Lumio is a intelligent, independent app created to work in your best interests, so we need what works for you! Feel free to reach out and share your insight.