"We are now Simple. We love our name and the high standard it sets. We’d like to share some of our thoughts on our new visual identity and how it represents our company and philosophy.

Our old mark—a stylized wallet—did not adequately convey our mission to simplify the financial lives of our customers. A traditional wallet is not a tool for simplification. In fact, we took this idea a step further and will include a minimalist rubber-band and chipboard “wallet” with every Simple card we ship—perfect for holding a card and some cash.

The typeface in the new Simple logo is a slightly modified Gotham by Hoefler & Frere-Jones. The font, inspired by early 20th century American signage, is a straightforward and honest typeface.

A font inspired by 1900s craftsmanship and simplicity, made relevant again using modern technology. Sound familiar?”

Simple Branding

(Also note the website design: Paper-textured background, type writer font, engraving texture lines, vintage form design.)