The Fintech Branding Glossary



Discover the essential terms in fintech branding, demystified and bundled together in our concise glossary


  1. Abstract Mark: A type of logo that represents the company in a simple but symbolic form. It doesn’t depict anything that's recognizable, such as an abstract geometric form.
  2. API (Application Programming Interface): A set of tools and protocols that allows different software applications to communicate with each other.
  3. Agile Development: A method of software development that emphasizes flexibility and collaboration.


  1. Blockchain: A decentralized digital ledger that records transactions across multiple computers in a secure way.
  2. Brand Assets: Elements that are used to represent a brand's identity, including logos, colors, typography, and other visual components.
  3. Brand Mark: Also known as a pictorial mark. It's an image or symbol that represents the brand without the company's name.


  1. Cryptocurrency: A type of digital or virtual currency that uses cryptography for security.
  2. Customer Journey: The process that a customer goes through when interacting with a company, from the first point of contact to the final transaction.
  3. Combination Mark: A logo that combines both a symbol or icon and a wordmark.


  1. Digital Wallet: A virtual wallet that allows users to make electronic transactions.
  2. Data Encryption: The process of converting data into a code to prevent unauthorized access.


  1. E-commerce: The buying and selling of goods or services using the internet.
  2. Emblem: A logo where the name of the company is integrated with the logo itself, usually within a badge, seal, or shield.
  3. Equity Crowdfunding: A type of crowdfunding where investors receive shares in the company in exchange for their investment.


  1. Favicon: A small, iconic image that represents a brand on web browsers.
  2. Fintech: A combination of "financial technology," referring to the use of technology to deliver financial services.
  3. Frictionless Experience: A user-friendly experience that minimizes obstacles and maximizes efficiency.


  1. Gamification: The application of game-design elements and game principles in non-gaming contexts, often used in fintech apps to encourage user engagement.


  1. Insurtech: A sub-sector of fintech focused on disrupting the insurance industry.


  1. Lettermark: A logo made up of a few letters, usually a brand's initials.
  2. Logotype: Also known as a wordmark. It's a logo made up of a brand's name in a stylized typeface.


  1. Machine Learning: A type of artificial intelligence that enables computers to learn and improve from experience without being explicitly programmed.
  2. Mascot: A representative figure, often anthropomorphic, used as a logo or brand symbol.
  3. Monogram: A motif made by overlapping or combining two or more letters or other graphemes to form a logo.


  1. Negative Space: The space around and between the subject(s) in an image, sometimes used creatively in logos to convey dual imagery or ideas.
  2. Neobank: A type of bank that operates exclusively online without traditional banking branches.


  1. Peer-to-Peer (P2P) Lending: A method of debt financing where individuals can borrow and lend money without using an official financial institution as an intermediary.


  1. Regtech: A sub-sector of fintech that uses technology to help financial companies comply with regulations efficiently.
  2. Responsive Logos: Logos that are designed to adapt in size and complexity depending on where and how they are being used, especially in the digital realm.
  3. Robo-Advisor: A digital platform that provides automated, algorithm-driven financial planning services with little to no human supervision.
  4. Retina Display: A brand term by Apple to describe screens with a resolution so high that the human eye can't distinguish individual pixels at a typical viewing distance. Logo designs need to be high-resolution to look crisp on these displays.


  1. SVG (Scalable Vector Graphics): A type of graphic format used for logos and other designs that can be scaled to any size without losing quality.
  2. Symbol: A non-text logo used to represent a brand.


  1. Tagline: A short, catchy phrase that often accompanies a logo and represents the brand's mission or promise.
  2. Typography: The art and technique of arranging type. In logo design, it refers to the choice of font and how it works with the logo, whether integrated or as a standalone wordmark.


  1. User Experience (UX): The overall experience a user has when interacting with a product or service, particularly in terms of how easy or pleasing it is to use.


  1. Vector: A type of digital image made up of paths defined by mathematical equations. Logos are often designed as vectors to ensure they can be resized without loss of quality.
  2. Versatile: A logo design trait where it can be used across various mediums and applications without losing its visual impact.
  3. Virtual Reality (VR): A simulated experience that can be similar to or completely different from the real world, used in some fintech applications to create immersive financial data visualizations.
  4. Venture Capital (VC): A type of private equity and a form of financing that investors provide to startup companies and small businesses that are believed to have long-term growth potential.


  1. Watermark: A faded or semi-transparent logo or symbol used on visual media to identify its origin or ownership.
  2. Wordmark: Another term for logotype. A logo that is based on a special, unique design of the brand's name itself.

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