Banking service start-up Tide has revealed its new logo and a vertical card design that steers away from the traditional landscape aesthetic.

In a press release, Caitlin Rich, Head of Design at Tide’s in-house creative team, explained, “We’ve been studying the way that people interact with their banking cards, and we believe that this new design reflects how people actually use cards today.”

“How we insert them into ATMs when withdrawing cash, how we slot them into terminals when making payments and how many of us carry our cards in a holder in the back of our mobile phones. And of course, our new cards still slip nicely into your purse or wallet.”

The card, which sports a clean, minimalist look, has the cardholder’s name and other details on its back face, while the brand’s logo sits in the center of its front face.

According to Rich, “This keeps the front clean, and helps improve security as personal data is hidden and harder to copy. It also works with any card scanning apps.”

The deep blue color was chosen for being “refined” and “understated.” Rich elaborates that “the surfaces have a matt cello finish to help minimize scratches, and give a premium feel.”

The logo, made by creative agency Article, comprises a circle enclosing a swell to symbolize “the ebbing and flowing of time.”

“The word ‘tide’ is from the Old Saxon ‘tīd’,” says Rich, “which means ‘time’: something Tide saves businesses every day.”

Old logo

Posted by Tide Banking on Thursday, December 22, 2016

New logo

The current account that gives business owners their time back

Posted by Tide Banking on Monday, March 19, 2018

Posted by Tide Banking on Monday, March 19, 2018

We save businesses time so they can focus on doing what they love.

Posted by Tide Banking on Tuesday, March 20, 2018

[via Design Week, images via Tide]

from TAXI Daily News http://www.designtaxi.com/news/398919/Tide-Banking-s-Vertical-Card-Design-Reflects-How-People-Use-Cards-Today/