Opinions on corporate and brand identity work.

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New Logo for Mint



Noted Aug. 30, 2018 by Armin

Industry / Software Tags /


(Est. 2006) “Mint is a free, web-based personal financial management service for the US and Canada, created by Aaron Patzer. Mint originally provided account aggregation through a deal with Yodlee, but has since moved to using Intuit for connecting to accounts. Mint’s primary service allows users to track bank, credit card, investment, and loan balances and transactions through a single user interface, as well as create budgets and set financial goals. In 2009, Mint was acquired by Intuit, the makers of Quicken and TurboTax. In 2016, Mint.com claimed to have over 20 million users.” (Wikipedia)

Design by


Related links

Intuit Mint blog post
2014 Brand New Noted post

Images (opinion after)
New Logo for Mint
New Logo for Mint
App update video.

The old mint leaf icon was quite nice with a tone-on-tone color combination that worked surprisingly well and gave Mint a somewhat unique visual punch. The new logo strips the colors off the icon and is left with a much more generic leaf that barely has any visual interest. The leaf is now also confined to a circle, making it feel far heavier than before. There is something very cheap-looking about it now. The wordmark is also less elegant, moving away from Lineto’s Circular (which has the best “t” in the business) to something, again, more generic. The one good move in the wordmark was making the Intuit logo slightly bigger and aligning the “I”s but that’s about all the nice things I have to say about it. Overall, a major step back.

Thanks to Dan Dimant for the tip.

Your opinion…

On Icon Evolution


On Wordmark Evolution



Logo Before & After
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