Rebrand of Novo: A Brave Novo World for Small Businesses

Based in Miami, Novo is a digital checking account and financial technology platform that’s trusted by more than 180,000 U.S.- based small businesses. In 2022, the company rebranded for the first time since its launch less than four years ago.

“Small business owners are incredibly resilient, brave people,” said Michael Rangel, CEO of Novo. “More often than not, they have stories of bravery in the face of seemingly insurmountable challenges — even more so during these volatile times. We wanted our new brand to reflect the bravery of our small business customers, and communicate that our north star at Novo is to empower small businesses to build the stores, products, and services that make up the fabric of America.” 

Added Marc Karasu, EVP of brand at Novo,

“Novo is on a mission to level the financial playing field for small business owners. As the Novo brand matures, we are focused on speaking to and championing the realities of the modern small business owner and the current business climate.”



Opening new doors for the small businesses of  tomorrow, Novo’s symbol demonstrates the brand’s  welcoming, simple, and confident personality traits, while also forming an abstract lowercase “n.”


As a distinctive part of Novo’s visual  identity system, various angles of a circle are used as a key graphic. Also as part of Novo’s rebrand, the company introduced a “Brave Novo World” commercial. The commercial was made in partnership with creative agency Dinoto.  



Redesigned Novo small business debit card and mobile app


Novo social media post 

Product screenshots

Miranda Garrido, director of design at Novo and Marc Karasu, EVP of Brand at Novo, led the rebrand in partnership with agency Mackey Saturday.

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