Plaid has unveiled a refreshed brand identity at Money 20/20 USA this week, making a memorable impression with a touch of historical Americana.
The company’s stand featured a life-size horse statue and an actor portraying Paul Revere – the famed patriot best known for his midnight ride to warn of the British advance in 1775.
This creative homage to Revere’s call to action was reimagined for the fintech age. Instead of alerting colonists to danger, Plaid’s “Paul Revere” heralded a new era in fighting fraud and leading innovation across digital finance.
A spokesperson for Plaid described the event as “a really fun opportunity to roll out our rebrand and showcase how we’re leading the way in the next chapter of financial technology.”
The new brand was developed by Plaid’s internal design and creative teams under the leadership of Christophe Tauziet, head of design, and Heather Mounsey, head of brand creative. It is built around the concept of “the fabric of financial progress.”
Drawing inspiration from the intricate beauty of global paper currencies, guilloche patterns, holographic strip and woodcut illustrations, the rebrand aims to celebrate both the history and future of finance.
Plaid’s journey began 12 years ago, with a whiteboard sketch that resembled a plaid pattern, which inspired the company’s name. Since then, Plaid has grown to power connections for half of all banked Americans and over 7,000 companies worldwide.
Now, as digital finance enters its next era, Plaid’s refreshed identity seeks to reflects its broader ambition to be not just a connector of accounts, but a trusted, secure and forward-thinking network enabling the next generation of financial experiences.
The company’s exhibition at Money 20/20 captured this blend of tradition and innovation. Just as Paul Revere once rode to sound the alarm and inspire action, Plaid’s modern-day reinterpretation symbolised its mission to lead the charge in fraud prevention, security and financial progress.