A complete makeover for Peaks

You may have noticed that a complete brand overhaul is well underway for Peaks! Our new brand expression is here to help us highlight our uniqueness in the market and set us up for major expansion in the coming years.

The values behind our brand

A brand is only a brand when it conveys certain values. For Peaks, these are ‘smart and simple’, ‘playful and optimistic’, ‘inclusive and accessible’ and ‘transparent and honest’. These values are reflected in everything we do. They guide how we talk, the colours we use and the illustrations and photos we choose.

What does the new logo mean?

Perhaps the most obvious change our makeover has brought about is our new logo. In reality, this is the first time we've ever had a logo besides our name! From now on, you can recognise the Peaks logo in a new pink, featuring a stylised graph: with a peak and a valley, but ultimately an upwardly trending line. You get the idea: time in the market beats timing the market and all that!

The Peaks chart starts out pointed and sharp, but then turns into a curved line. This symbolises the trade-off between risk and return. The simplicity of our logo reflects the ease of investing with Peaks that is the core of our offering.

Meet the Peaks coin

In addition to a logo, we are introducing the Peaks coin: a 3D illustration that you will see throughout the app and on our site. Disguised as the stem of a flower, as a building block in a precarious tower  - or simply, a coin dotted around our website. You'll see a plethora of other 3D illustrations too –  creative, colourful and clean creations by illustrator Joseph Töreki, who achieved just the right balance between playful and serious for us!

A new look for the app

In October, the app will follow in our website's footsteps, being adapted step-by-step to our new brand style. The functional design will be even brighter and more user-friendly than our current app, while our refreshed colours and illustrations will ensure that the Peaks app stays cheerful, clear and easy to use.

Hope you enjoyed this look into the ideas behind our new design choices. We can't wait for you to see the app! If you've got questions about our makeover or want to share your opinion, send an email to our customer service.