Curo IP

The Problem:
Curo IP launched in 2020 with a brand identity that suited an early stage business finding its footing. But as the platform evolved into a more sophisticated communications provider, the original identity couldn’t keep pace. It no longer reflected the company, and it lacked the coherence needed to support wider recognition in a competitive market.

The Solution:
To align the brand with where Curo IP is now and where it’s heading, the identity was rebuilt with clarity, consistency and long term scalability in mind. The refreshed identity system expresses the company’s strengths, supports expansion into new markets and delivers a visual language that feels confident and ready for its next stage of growth.

Before: Curo IP’s existing logo was fragmented. It comprised of mismatched fonts and lacked consistency between the symbol and logotype. The colour palette needed refinement to work more effectively as a logo and as part of the wider brand identity system.

After: I unified the conflicting fonts by switching to Proxima Nova Extra Bold, resolving the inconsistency between the symbol and logotype. The symbol’s sharp outer points have been removed and connected into a clean circular outline, simplifying the mark and reinforcing the idea of connectivity.

I developed a responsive logo suite for Curo IP. It’s designed to maintain clarity, legibility and brand recognition across a full range of applications. This is essential for brands that need to remain consistent and recognisable at every touchpoint.

From digital platforms like websites and social media to printed collateral, products and packaging, the variations ensure the logo works effectively without losing impact or instant recognition. This is a must for today’s logos.

To support the brand’s modern, approachable feel, I selected Proxima Nova as the primary typeface. Its clean lines and geometric balance offer clarity and structure, while subtle humanist details bring warmth and accessibility.

With a wide range of weights, it work confidently across digital and print: from bold headlines to fine print details, helping the brand stay consistent and legible at every touchpoint.

The new vibrant colour palette brings energy, emotion and standout personality to a brand, helping it to feel dynamic, memorable and visually distinctive. Perfect for the industry that Curo IP occupies.

Here’s what the colours are commonly associated with:
Violet (primary colour): inspires, motivates, uplifts
Yellow: joy, optimism, warmth.
Rubine Red: passion, power, energy.

A new library has been developed for Curo IP to establish a consistent visual language across product and marketing touchpoints.

The icons work to help distil complex ideas into simple visual cues, making information easier to scan and navigate, especially across digital interfaces.

Curo IP’s image assets have been designed to enhance the brand’s visual identity while conveying its core values and product benefits.

The assets create a consistent look and feel across digital and print channels, strengthening recognition and enhancing the way the brand identity is experienced.

Let’s look at a few examples of how Curo IP’s identity comes to life using the elements that have been designed, from website concepts through to business literature, social and ad design.

Curo IP has evolved far beyond its early stage identity, and the refreshed brand now reflects that maturity with clarity and intent. The new system brings coherence where it was missing, strengthens recognition at every touchpoint and gives the company a visual foundation built for scale.

From the re-engineered logo and responsive suite to the modern typography, vibrant palette, and unified iconography, every element has been crafted to express who Curo IP is today and support where they’re headed next. It’s a brand built to grow, compete and communicate with confidence.