Brand colours · Fintech
Brand colours for fintech startups
A ready-to-use palette for a fintech brand, tested for contrast and shown on a real app screen, pitch deck and business card. Copy the hex codes, or use it to see what good looks like before you choose your own.
Meet the sample brand
To show the palette working, we built it for a fictional fintech company.
How it should feel
Banks and big wallets own navy, royal blue and purple. A new name in those colours looks like a copy. So Lumen Pay goes a different way, using ledger teal as its signature and signal gold for the moments that matter.
Fonts: Manrope for headings, Inter for body text.
The palette
Four colours, each with one job. Click any swatch to copy its hex code.
Ledger Teal
#0F6E6A · RGB 15, 110, 106Teal reads as money and calm without copying the navy every bank already owns.
Signal Gold
#E8B53A · RGB 232, 181, 58A warm gold for confirmations and the one number you want people to see.
Vault Ink
#0E1E26 · RGB 14, 30, 38Near-black with a blue tint keeps figures crisp and serious.
Receipt
#F5F3EE · RGB 245, 243, 238Paper-white feels like a printed statement, softer than pure white.
A good split: mostly light, dark for text, primary for key moments, accent sparingly.
The palette in use
Colours only prove themselves on real things. Here it is on the three places a fintech startup shows up first.
App screen
Pitch deck slide
Business card, front and back
Contrast check
Text must stay readable. We checked each pairing against the WCAG standard, where 4.5 to 1 passes for body text.
| Use | Sample | Ratio | Result |
|---|---|---|---|
| Body text | Aa Lumen Pay | 15.4 : 1 | Pass AA |
| Text on primary | Aa Lumen Pay | 6.1 : 1 | Pass AA |
| Accent on dark | Aa Lumen Pay | 9.0 : 1 | Pass AA |
| Primary on light | Aa Lumen Pay | 5.5 : 1 | Pass AA |
| Light on dark | Aa Lumen Pay | 15.4 : 1 | Pass AA |
What to know about colour in fintech
The palette is only a start. These are the traps we see most in this industry.
What the category already owns
Banks and big wallets own navy, royal blue and purple. A new name in those colours looks like a copy.
Avoid
- Red anywhere near balances: people read it as loss or an error.
- Neon gradients that look like a crypto app when you want to look licensed.
Test your palette on a real transaction screen: amount, status and a fee line. If the status colours fight the brand colour, change the brand colour, not the status.
Choose your own in four steps
Use the sample as a reference, then make it yours.
Write your positioning
Colour follows strategy. Know who you serve and how you want them to feel first.
Map the competition
Screenshot five fintech competitors and note the colours they own. Pick a lane nobody holds.
Build four colours
A primary, an accent, a dark and a light. Check contrast before anything else.
Test it on real things
Your app, a deck slide and the place customers meet you offline. Fix what fails.
Questions
What are good brand colours for a fintech startup?
Start from a primary that the category does not already own. Banks and big wallets own navy, royal blue and purple. A new name in those colours looks like a copy. The sample palette here uses Ledger Teal (#0F6E6A) as the primary with Signal Gold (#E8B53A) as the accent.
How many colours should a startup brand have?
Four is enough: a primary, an accent, a dark for text and a light for backgrounds. Use them roughly 60, 30 and 10 percent, with the accent the smallest share.
Can I use this palette for my own brand?
Yes, it is free to use as a starting point. Change at least the primary so it fits your positioning and stands apart from your competitors.
How does Astitva choose brand colours?
Astitva writes your brand strategy from a short brief, suggests a palette that fits it, checks the text contrast and then uses the same colours across your logo, brand book and pitch deck.
More for fintech founders
Every guide for this industry, in one place.
Get a palette made for your startup
Astitva writes your brand strategy from a short brief, picks colours that fit it, checks contrast, and uses them across your logo, brand book and pitch deck.
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