Simple and Elegant Brand Identity for Betterment

RED ANTLER shared a super elegant brand identity project they created for Betterment. If you are not familiar with Betterment, which I believe most of our audience is not because of our global reach. Betterment is the smarter automated investing service that aims to provide optimized investment returns for individual, IRA, 401k, and rollover accounts. It's quite popular here in the US, at least most of my friends and co-workes use it. But this post is not about investments, rather it's about design. There are tons of things to love about this brand identity project, but for me, the simplicity, colors and the typography top them all. I especially like the "T"s and the way the all point up. Quite ingenious way to show that your investments will always go up. As I said I am a fan of simple design solutions and this is a great example.

RED ANTLER is a branding company based in Brooklyn, New York. For more information make sure to check out

We launch and grow businesses that challenge what is, and define what’s next. Brands that other brands want to be. We started with startups and we know them better than anyone. But our work doesn't just end at launch—that’s when things get really fun. 

Brand Identity