Welcome back to Brand ID Weekly!
This week’s brand highlight is Earnest — a fun rebrand created by the team at Motto® that’s giving the student loan industry a much-needed facelift.
Instead of leaning into fear and fine print, Earnest flips the narrative from debt to opportunity. The new identity is bright, friendly, and student-first, complete with a refreshed voice, vibrant visuals, and a website that actually makes sense.
It’s more than a brand, it’s a whole new way to think about lending.
Let’s dive in…
The crisp, legible type anchors the playful illustrations. It’s keeping things approachable without losing clarity or credibility. It’s super fun, but still feels smart and trustworthy. As a lending company should.
Earnest is a technology-enabled fintech lender headquartered in San Francisco, California that offers tertiary education financing products, including student loan refinancing and private student loans.
Earnest makes it easier to feel good about what’s ahead. The brand feels helpful, not scary and shows students they have real options and support.
The Weekly Quote
Good design adds value of some kind, gives meaning, and, not incidentally, can be sheer pleasure to behold; it respects the viewer’s sensibilities and rewards the entrepreneur.
Thanks so much for reading! see you next week.
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