Powering the new logo of Cashfree
Cashfree Payments is a payments and banking technology company which enables businesses in India to collect payments online and make payouts.
- Digital Payments
- Fintech
- Brand Identity
- Logo Branding
- Visual Direction
We created a strong, distinctive logo identity for Cashfree that reinforces its brand values and market positioning.
Cashfree is a leading fin-tech company in India and it has been growing at a rapid pace. As they were rebranding from Cashfree to Cashfree Payments, their goal was to redesign their logo to match their bold and modern brand identity. Their need was to make sure that the logo does not change much yet look renewed.
As the logo needed a transformation yet not of a greater degree, we had to carefully decipher the logo type, the font. We understood early on that it is not absolutely redoable. We were briefed to not modify the logo too much and also ensure that it stays true to the brand. As the name ‘Cashfree Payments’ had become longer, we had to brainstorm and get creative to redesign the logo and preserve its original essence.
We approached Cashfree’s logo redesign with a clear focus on evolution rather than reinvention. Our goal was to retain the brand’s core identity and recognition while refining it to feel more modern, confident, and future-ready. Through careful adjustments to typography, proportions, and visual balance, we enhanced the logo to reflect Cashfree’s values of trust, innovation, and reliability. The refreshed identity seamlessly supports the brand’s growth as Cashfree Payments, ensuring consistency and impact across all digital and physical touchpoints.
After a detailed discussion call with the leadership and the founding team at Cashfree, we noted down and talked about the brief that they shared. Having understood their vision for the brand, their mission, their growth map and end goals for Cashfree, we felt empowered to start working. Post the discussion and a rigorous brainstorming session with our internal team, we started the sketching process, created the low-fidelity version of the logo, explored the existing typography and finalized the approach for designing the new logo.
The logo was well received by the Cashfree team and strengthened the brand’s visual identity while retaining its original essence. The final design improved clarity, consistency, and scalability across platforms, reinforcing Cashfree Payments’ position as a trusted and modern leader in the fintech space.
We created a distinctive and recognizable visual identity for Cashfree Payments that strengthens its presence across physical and digital environments. The logo and brand elements were thoughtfully crafted to reflect the brand’s bold, modern personality while conveying trust, reliability, and innovation key values in the fintech space. Designed to stand out from competitors, the identity works as a strong symbol of Cashfree’s reputation and quality, ensuring consistent brand recall and impact across touchpoints.
The final logo of Cashfree Payments was appreciated by their leadership and it received a great response. It helped in further bolstering the brand identity of Cashfree Payments and struck a chord with their existing users and the new ones with ease.
Our Role
We crafted Cashfree Payments’ logo and visual identity to reflect a bold, modern fintech brand.
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