New Logo and Identity for Avenue by iN and Plau

Established in 2018, Avenue is “the leading platform for dollar-based investments in Brazil”. What it actually means is, from what I could understand, that they are kind of a Wise meets Revolut meets Robinhood enterprise that combines many financial services in the U.S. into one brand that serves only (or mainly) Brazil, from currency exchange through stocks investments to money transfers. In short, a financial hub for everything U.S. in Brazil. After being recently acquired by Itaú, the largest bank in Latin America, Avenue has introduced a new identity designed by São Paulo-based firm iN Branding Consultancy, in collaboration with Plau for designing the typography. Logo evolution. Logo. Logo construction. First, the old logo: Apparently, since their conception Avenue has had