Ripple Reimagined: Crafting a Fintech Brand Identity

Ripple, formerly known as Ripple Labs, embarked on a rebranding journey, and as part of this transformation, the original Ripple logo, designed by Eli Lang, underwent a refreshing update.
My role in the project was to refine the logo's visual elements, focusing on spacing, colors, and typography, to ensure optimal performance in digital environments and maintain legibility, even at smaller sizes.

Contribution

Logo redesign
Print design
Illustrations
Motion graphics

Fine tuning the logo

I made several key adjustments to enhance the logo's overall impact, including updating the font with slightly increased tracking for improved readability, modifying the gradient and color scheme of the logomark to add depth and dimension, and fine-tuning the proportions between the logomark and wordmark to achieve a more balanced appearance.

Fine tuning the logo

Logo variations

I decided to have some fun with the logo mark and created variations of it that later found applications for swag items, internal communication and wall art in Ripple offices around the globe.

Logo variations

I decided to have some fun with the logo mark and created variations of it that later found applications for swag items, internal communication and wall art in Ripple offices around the globe.

New color palette

We refined the brand colors and extended the palette with accent colors. In this context I created illustrations for different aspects of the Ripple products.

New color palette

We refined the brand colors and extended the palette with accent colors. In this context I created illustrations for different aspects of the Ripple products.

Motion design

I developed a distinctive visual language inspired by the aesthetics of isometric video games. Its 2.5D nature allowed me to effectively convey the complex layers involved in international payments. This visual style later gained popularity within the cryptocurrency community and interpretations of it were found all over the crypto space.

I also produced several motion design clips employing this visual language to illustrate Ripple's technology and its applications in the banking industry. Here is an example:

Motion design

I also produced several motion design clips employing this visual language to illustrate Ripple's technology and its applications in the banking industry. Here is an example:

Contact — fabian@fruehle.com

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