Affirm Logo
Affirm is a fintech firm that specializes in providing consumers with short-term loans to make online purchases. When consumers apply for financing through Affirm, the company employs a soft credit check to evaluate creditworthiness. It offers low interest rates on personal loans at the point of sale, allowing one to buy what they want now and pay later. Affirm allows individuals to pay off the loans in multiple monthly payments. In addition, an app is provided to help people manage payments or open high-yield savings accounts. Affirm constantly enters new partnerships with merchants and platforms, expanding its reach within the e-commerce space.
Meaning and History
Affirm was founded in 2012 by Maximilian Levchin, Nathan Gettings, Jeffrey Kaditz, and Alex Rampello as part of the initial portfolio of startup studio HVF. The company has partnered with platforms like Shopify, BigCommerce, and ZenCart since its inception. In 2017, the company launched a consumer program that provided loans for purchases at any retail store. Two years later, Affirm announced a partnership with Walmart. The surge in online shopping caused by the pandemic has been a boon for Affirm, which doubled its U.S. users to 5.6 million in just a little over half a year. In 2019, the company also opened a subsidiary called Resolve that operates in the field of lending to small and medium-sized businesses.
What is Affirm?
Affirm is part of a new generation of fintech lenders competing with bank-issued credit cards. Since its founding, Affirm has grown significantly and become a key player in the rapidly evolving buy now, pay later (BNPL) sector. The company’s services are particularly popular among younger consumers who prefer flexible payment solutions.
2012 – 2018
The original logo is quite minimalistic, yet it has a lot of character. One of the unique features is that the name is printed with all lowercase characters, except for one. The first letter has the same height as the rest but it is actually a capital “A” without a horizontal bar. Its smooth curves give the logo a friendly appearance. Combined with a sky blue color, the logo instills an image of a trustworthy and reliable company.
2018 – Today
A modern and sleek appearance was achieved with the addition of a classic black and use of straight clean lines. The designer also made the first letter a regular, lowercase “A”. In addition, the designer added a half circle that replaced the dot above the “i” and curved around the rest of the inscription. It is done in the same sky blue color as the first logo, which ensures brand recognition.
Font and Color
The earlier logo is done in a bold, modern sans-serif font with clean lines and geometric elements that resembles a slightly modified version of the Quan Geometric Slim Medium font and Plymouth TS DemiBold font.
The original logo features a sky blue color, which is associated with trustworthiness and stability. The black, which was added later, is often used to grab attention and signify confidence and leadership. Black and sky blue can create a balance of authority and reliability. As a result, the brand looks professional and approachable at the same time.
