We’re proud to formally introduce our new brand: a colorful and surreal universe where scanning receipts is as fun as popping a bottle of champagne. A culmination of the work that started with our 2019 Super Bowl commercial, this collaborative effort establishes an exciting vision for the future, all while living rich, having fun, and saving the world.

Our new brand

The new Expensify brand system is all about bringing Expensify’s vision and culture to life through consistency. We’ve unified all of the brand’s digital, physical, and product applications, ensuring that they all share the same personality. This evolution reflects our ambitions as we move towards the next generation of our product, and creates a cohesive system that connects the playfulness of our culture and marketing with the practical aspects of our user interface.

Typography

Typography is one of our brand system’s most important pillars. Our new customized type families, Expensify New Kansas, Expensify Neue, and Expensify Mono, pair harmoniously to balance the playful and utilitarian. We worked closely with two type foundries, CoType and Newlyn, and pored over every tiny detail of every single letter. As a result, all of the typefaces share DNA in their letterforms and look great both in digital and physical executions.

Color

We love a good dark mode just as much as the next guy, but the world doesn’t need more black and blue. So we chose green as our hero color, infused across all aspects of the brand, with a few tonalities to complement it. We expanded our previous color palette to accommodate for a variety of situations, with considerations for product design, marketing, accessibility, and illustration, including an inclusive range of skin tones for our human characters.


With so many new colors in our palette, it was important to establish a few primary color combinations and usage guidelines, which allow for lots of flexibility but help prevent our app from looking like a Jackson Pollock painting.

Illustration

After the success of our 2019 Super Bowl commercial, we found ourselves pulled towards the portal to the animated universe that we had just opened. A world where expense reports don’t suck, and receipt scanning can be done in outer space.

So we teamed up once again with Augenblick Studios. Together we dived much deeper into this world to bring our animations out of that world and into the world we live in, with a new set of characters, vignettes, and backgrounds, as well as simplified illustrations that can work iconographically. We recolored the illustrations from our Superbowl animation using our new color palette to create a sense of continuity from the past to the future.

This illustrated world represents the world we’re trying to build through Expensify. A world where you can be weird, and wacky, and totally yourself, but always with a purpose. A world where all creatures can collaborate to get shit done while having a damn good time along the way.

Iconography

Our icons are one of the smallest representations of the brand system and are mostly utilized in our product. The icon system is a delicate balance of the geometric utilitarianism of our logos, contrasted against the organic and flowy nature of our illustrations.

Each icon is designed on a 20x20 grid with attributes like sharp inner corners and rounded outer edges. The icons are intended to clearly communicate their purpose in the UI, while still retaining a strong personality to fit alongside the whimsical world we’ve created.

Brand applications

With all of our main elements in place, we started to look at how to use them in a way that doesn’t feel overwhelming, but still retains the playfulness - and power - of our brand voice.


With a carefully considered suite of layouts, ranging from the most minimal and utilitarian to the highly expressive, we can generate a variety of assets that always feel consistent, whether they’re on a phone screen or a billboard in Times Square.

Product design

Last, but definitely not least, we’ve fully redesigned the Expensify user experience to bring new levels of joy and practicality in equal measure into the core product. Everything from the colors and type sizes, down to the sound that plays once a user sends in an expense report, has been fully thought out to reflect who we are, as well as the future of Expensify.

Ready to take our new designs for a spin?

Enter your email or phone number to signup or sign into Expensify and take a ride through our receipt-free universe.