Found — Brand refresh

Challenge

Our current logomark is losing impact due to lack of differentiation, scalability, and emotional connection. It fails to effectively represent the brand's evolving identity and values.

Comparison of the logos for Figma on the left and Slack on the right, separated by a right arrow.
An emblem with the words "Love your job" repeatedly forming a circle around a central icon representing peace or harmony.

Solution

Develop a versatile logomark that is instantly recognizable, emotionally resonant, and adaptable across various platforms. The new mark should embody the brand's core values while evolving the color palette to create a distinct visual identity.

Found logo with a black outlined square and a stylized face, next to the word 'FOUND' in black letters.
The image shows large black text saying 'FOUND' with a paragraph explaining the design of the letter F, highlighting its upward bend symbolizing optimism and growth.
Close-up of the word 'FOUN' in large bold black letters with small dotted circles around the 'O' and 'U,' and a description explaining the visual rhythm and bounce created by the echoing letters.
Color palette inspired by the colors on a US hundred-dollar bill, including shades of green, white, beige, blue, brown, and black.
An informational page introducing the Sage brand with a green app icon featuring a square with three vertical bars, and text describing Sage's calming and healing properties, including a secondary mark and brand guidance.
Three small icons of the Airbnb logo in black, solid black, and olive green colors.
A website homepage for a new kind of business banking. It features a woman smiling, a black Found business card, and minimalist design elements with soft green shapes and a navigation menu at the top.
A collage of digital finance management screens and smiling individuals working on laptops, illustrating online banking and financial tracking.

What People Are Saying

“I believe small business owners can benefit from it. Also the UI/UX and branding are impeccable.”

— Score 10/10 crissy@rathergauch.org

I love everything about the brand. Both form & function”

— Score 10/10 562 667-9264

“Easy to use. Love the auto tax transfer and multiple accounts. Visually pleasing. Clean cut, easy design.

— Score 10/10 OrigonlLula

“Great brand and app execution”

— Score 10/10 Rik C

Smartphone displaying notifications for found items, a green FOUNDD Mastercard, and a white card, with a cactus background.
Four vertical rectangular switches on a dark panel, with the first switch showing three dashes, the second and third switches displaying Wi-Fi signal icons, and the fourth switch showing a plus sign.
An iPhone displaying various apps on its home screen next to an icon for the Found app.
A webpage for signing up for a financial service called Found. It has fields to enter an email address, create and confirm a password. On the right side, it highlights features like creating a free account, no hidden fees, and FDIC insurance up to $250,000.
Three digital advertisement posters for a smart banking app called Found, each with background colors of white, green, and beige. They display a smartphone with a Found debit card and text promoting fee-free banking.
Screenshots of social media profiles and posts related to Found, including a black profile page of Found's social media with followers and follow suggestions, and a white profile page showing a survey result indicating 75% of respondents would consider going back to traditional W2 employment.
Two smartphones display notifications about a payment received from Charlie’s Bagel Garden, with one phone showing the time as 10:34 and a serene forest background.
A green business debit card and a matching green credit card from Found are displayed side by side on a light background. The debit card shows the name Kerry Garland and the Mastercard logo, while the credit card has contactless payment symbols and a chip.
Collection of eight logo designs with the word 'FOUND' and various icons including a barcode, a cactus, and circular patterns, in black, gold, and green colors.

Impact

A stronger, more memorable brand mark will enhance brand recognition, drive customer loyalty, and increase brand equity. This will ultimately lead to improved engagement and reduced marketing costs.

The image shows the word "FOUND" with an arrow pointing from left to right, where on the right side, the word "FOUND" is accompanied by a logo resembling a square with three lines inside.
A presentation slide with the title 'Start broad to go narrow' and descriptive paragraph on the left. On the right, a circular diagram showing progression from 'Explore' to 'Focus'.
Group of people sitting on the grass in a circle, engaged in a discussion outdoors on a sunny day. They have notebooks and papers, with some sitting in chairs and others on the ground.
A presentation slide layout with six sections. The top left features a team member photo chart, the top middle shows values and perception diagrams, the top right contains four abstract logo concepts, the bottom left displays a grid of icons with the label 'Found,' the bottom right presents four black and white direction icons labeled 'Rising,' 'Momentum,' 'Growth,' and 'Discovery,' and the middle right has text about exploring different places and brand themes.
Brand logo design guidelines including logo variations, grid layout, scale examples, and usage practices, featuring a black and white icon with the word 'FOUND' in different styles.

Role


Product design, brand identity, brand experience

Collaboration

Cathy Bishop, Robert Murdock, Lauren Myrick, Shayne Sing, Patrick Smith