MoMo Rebrand
Overview
MoMo, Vietnam's leading super e-wallet app with over 30 million users, partnered with M — N Associates for a complete brand transformation to capture its innovative essence and broaden its reach. As a driving force in shifting Vietnam's financial landscape towards cashless transactions, MoMo is establishing itself as the most accessible financial supporter for its users. For the rebranding, we took inspiration from the intricate textures and craftsmanship of traditional paper banknotes, reinterpreting these elements into a sleek, digital-friendly design. This layered approach reflects the structured complexity of banknotes, with each layer representing a key aspect of MoMo's services—trust, accessibility, and innovation—brought together to create a cohesive, contemporary identity.
Art Direction
Visual Identity
Brand Development
Guidelines
Logo
The new MoMo logo refines its typography for enhanced visual balance, creating a streamlined and modern look. This subtle yet impactful adjustment ensures the logo is not only more cohesive but also highly adaptable across digital and physical touchpoints.
Concept
The core concept of MoMo's rebranding is a visual system inspired deeply by the visual structure of paper banknotes. We translated the familiar textures, colors, layers, and detailed patterns of currency design into a digital format, creating a brand identity that feels both secure and dynamic.
Typeface
MoMo new family are MoMo Trust Display, Trust Sans, and MoMo Signature, designed to enhance its human-centric and user-focused identity. MoMo Trust Display and Trust Sans draw inspiration from the MoMo logotype, incorporating subtle cues from the rounded, approachable forms that define the brand’s core look. MoMo Signature, inspired by handwritten signatures, adds a personal touch that reinforces trust and individuality. Together, these typefaces convey a seamless blend of professionalism and warmth, reflecting MoMo’s role as a reliable, user-friendly financial partner.
Elements
A dynamic 3-corner QR frame, drawn from the essential QR code, signifies both security and accessibility. The pixelized "money band" with data visualization adds digital abstraction, while detailed display numbers with intricate internal patterns echo banknote typography, enhancing authenticity. Together, these elements create a visually engaging, secure brand identity aligned with MoMo's user-focused approach.
Illustrations
Introducing a collection of lively people illustrations, filled with subtle wavy money patterns in vibrant new colors that expand the "MoMoverse" into the biggest brand element. These illustrations capture a playful, finance-inspired world full of humor and everyday financial activities, resonating with local culture and daily life. This approach creates a friendly, relatable brand presence that feels close to users' lifestyles, making MoMo an essential part of Vietnam’s financial landscape.
Layout
The MoMo rebranding employs a money layering layout system consisting of four distinct layers: Security Layer - Content Layer - Visual Layer - Background Layer Together, these layers create a cohesive visual experience that balances security, functionality, and creativity, reinforcing MoMo's position as a friendly and trustworthy financial partner.
Application
We addressed one of the brand’s biggest challenges - design inconsistency - by defining a cohesive layout system that unifies type hierarchy, decorative elements, illustrations, and key brand assets. This system provides a solid foundation for the in-house team to implement and expand upon as the business continues to grow.
