“The bank of the free.”
That was Kuda’s promise when the Nigerian digital bank launched in 2019, selling a simple idea: banking should not mean transfer fees, queues or trips to a branch. Its purple branding and standalone “K” quickly became shorthand for a new kind of Nigerian bank.
Seven years later, Kuda is leaving that identity behind.
On August 6, the digital bank unveiled “More Life,” its biggest brand overhaul since launch, replacing its familiar standalone “K” with a full wordmark and introducing a new typeface, colour palette, photography and visual language.
“People are no longer just trying to break free in 2026,” Emmanuel Femi-Adejobi, Kuda’s senior brand manager, told TechCabal in an interview. “People are trying to move up, to rise financially, socially, professionally, and they are trying to be more. They are trying to live more.”
Kuda says the redesign reflects a shift in who its customers have become. When it launched, the pitch was freedom from the frustrations of traditional banking, including slow transaction times, hidden charges, long queues in banking halls, and network downtimes.
Now, the digital bank says those same customers are building businesses, juggling multiple income streams, and looking for more from their money. The ambition behind the new look is to move from being just the app customers use to spend to the one they use for everything.
In Kuda’s new identity, the instantly recognisable standalone purple ‘K’ has been replaced by the full Kuda name, spelt out in geometric letterforms. The colour purple remains, but the palette now includes lavender, off-white and a darker grey. In the imagery, instead of using obvious banking cues such as cards, phones, transfers or money, the new brand uses scenes of everyday Nigerian life, from beaches to markets.