The Plaid logo, for an American fintech company and financial data connectivity platform, consists of a geometric brand mark and a wordmark. The mark is dark gray and built as an interwoven pattern of wide diagonal lines that cross each other and form diamond-shaped openings inside. The outer contour of the mark is close to an octagonal shape. Next to it is the word PLAID, set in large uppercase sans-serif letters, with even stroke thickness and compact geometric letterforms. For dark backgrounds, the logo can be used in white. The name Plaid is connected with a checkered pattern: the founders noticed that a working algorithm sketch on a board resembled this kind of interwoven pattern.
Plaid Inc. is an American technology company from San Francisco, founded by Zach Perret and William Hockey in 2013. The company develops a financial data network and API platform that helps apps and services securely connect to users’ bank and financial accounts. Plaid is used in fintech products for payments, identity verification, onboarding, lending, transaction analysis, personal finance management and fraud prevention. Plaid’s network covers more than 12,000 financial institutions in the United States, Canada, the United Kingdom and Europe, and the company’s products are used by thousands of fintech partners and digital financial services.
