Nubank Color: How Design Challenges Led to a New Era

Nubank's design evolution was sparked by a crucial challenge: creating a consistent brand identity across various platforms. The company's initial design was inconsistent, making it difficult for users to recognize the brand.

One of the main design challenges was the limited color palette, which made it hard to differentiate between various products and services. As a result, Nubank's design team had to think outside the box to create a cohesive brand identity.

The solution was a new color palette, which introduced a bold and vibrant green as the primary color. This new color was designed to be more energetic and youthful, reflecting the company's mission to empower its users.

Maintaining brand consistency in Dark Mode was a challenge, especially when the color inversion made Nubank's characteristic purple surfaces become light.

In some contexts, the team worked to keep the visual aspect of Light Mode by darkening the purple just enough and reducing its saturation.

The purple of the PJ account, which is darker than the traditional one, was also darkened for Dark Mode.

A contrast problem arose with this color, as it didn't always appear enough in combination with the dark gray tones of the interface.

To solve this, the team made iterations testing different contrast rates until they reached a balance between these needs.

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The Nubank logo has a special place in the daily lives of over 38 million people. It's a symbol of possibilities for a better life, with fairer and more human relations between people and companies.

The logo's curves are now smoother and less square, bringing out the human side of Nubank. This change makes the logo feel more approachable and relatable.

The fluidity of the logo has also changed, representing a movement that never stops. It's like two ribbons being turned, symbolizing Nubank's continuous evolution.

The colours of the logo have given the letters a greater weight, making reading more accessible. This change reflects Nubank's more mature products.

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