The brand new challenger financial institution Hay offers the financing a pleasant really feel

The newly formed Australian bank has a vibrant look and a friendly tone that associates with a growing number of challenger banks

New Australian challenger bank Hay has focused its identity on a friendly, informal tone, conveniently adding it to the cohort of fintech startups who are making financial management clearer and more human.

According to the Sydney-based creative studio Christopher Doyle & Co, which directed the branding, naming and positioning, the Hay logo mark includes elements of an exclamation point to highlight "the energy of the name and the attitude of the brand."

The look and feel is simple yet lively, thanks in part to a number of motion graphics that make effective use of the logo mark and messages that play with the brand name to create a chatty tone.

The color palette and components of the logo share parallels with the messaging platform Slack, confirming the idea that challenger banks like Hay are closer to tech startups than seemingly solid traditional banks – a perception recently experimented with by companies like NatWest and First Direct have new positioning.