Powering the new logo of Cashfree

Cashfree Payments (www.cashfree.com) is a payments and banking technology company which enables businesses in India to collect payments online and make payouts. Cashfree Payments enables more than 1,00,000 businesses with payment collections, vendor payouts, wage payouts, instant loan disbursements, e-commerce refunds, insurance claims processing, expense reimbursements, loyalty, and rewards payments. Its customers include leading internet companies such as Cred, BigBasket, Zomato, HDFC Ergo, Ixigo, Acko, Zoomcar, and Delhivery among others.

• Logo branding

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.

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 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.