The Nubank logo, for the Brazilian digital bank, is currently built around the purple “nu” mark. The mark consists of two lowercase letters, n and u, drawn with very wide rounded strokes. Both letters are built on a similar principle: n forms an arch shape with the outer contours crossing at the upper bend, while u repeats this approach upside down, with the contours crossing at the lower bend. This makes the mark look compact and connected, while still reading as two separate letters. An app version is also used: the white “nu” mark is placed in the center of a square purple background. In 2021, Nubank updated its identity, kept its signature purple color, and removed the word bank from the main mark to reflect the company’s growth beyond a traditional bank. The name Nubank is connected with the idea of “banco nu”, meaning a bank without unnecessary complexity, while the word nu means “naked” in Portuguese.
Nubank is a Brazilian digital bank and financial company founded in 2013 in São Paulo by David Vélez, Cristina Junqueira, and Edward Wible. The company started with a no-annual-fee credit card managed through a mobile app, and later developed an ecosystem of financial products: a digital account, cards, payments, loans, investment services, and insurance services. Nu Holdings operates in Brazil, Mexico, and Colombia and is among the world’s largest digital financial platforms by number of customers. The Nubank brand became notable in the financial sector thanks to its mobile-first service model, rejection of traditional banking complexity, and recognizable purple visual system.
