(Est. 2007) “Credit Karma is a personal finance company that’s focused on helping everyone make financial progress. Whether they’re interested in getting a better deal on a loan, looking for ways to save or simply monitoring their credit, we offer a range of tools and personalized recommendations designed to help them make the most of their money. Our business model is unique, in that no matter what new products or services we introduce, we’re committed to providing a service that’s always free. With more than 60 million members, we help people gain insight into their finances and credit information—and, ultimately, improve their financial standing.”
Key components of the new logo design include:
- The new logo that pairs a friendly professional wordmark with a bright, optimistic color palette built around fresh and clean Karma Green.
- The upward movement of the K’s arm hints at what Credit Karma strives for – helping users improve their financial health and ultimately build their financial future.
- The typographic layout easily translates into a friendly shorthand, allowing for flexibility in the design system.
The old logo was painful lite with a generic swoosh and somewhat passable wordmark. Neither old nor new logo say anything specific about credit scores or karma — the swoosh in the old one, arguably, represented karma — but the new one at least now has a friendly professionalism that makes it feel more like one of the contemporary web services we rely on — a la Airbnb — through a happily-colored quirky lowercase sans serif. There isn't much to it, yet it has enough personality to look somewhat distinct… especially the "k". I'm not a huge fan of the half Omnes-esque curved endings and half straight endings (see the "c") but that's part of what makes the wordmark a little less generic. In the "ck" social media icon I like how the bottom of the "c" leads into the upward curve of the "k"; it's a nice detail. Overall, a major improvement based on what they had.
Thanks to Kathryn Chamberlain for the tip.