Built since 2020. Evolved for what's next.
VelaFi was built to solve a specific problem: helping businesses move value across borders — faster, at lower cost, and with the compliance infrastructure that complex markets actually require. Since 2020, the product has matured into one of the region's most capable cross-border payment platforms, connecting LATAM, Asia, and the United States through stablecoin-native and local banking rails, licensed corridors, and deep operational depth.
As the business grew, the brand needed to catch up. Not simply to look new, but to reflect the company more accurately.
That became the starting point for VelaFi's new visual identity.
A brand system grounded in function
This was never about change for its own sake. The goal was to build a brand system that could express global connectivity, institutional trust, and technical precision clearly and consistently across every surface.
The identity was designed to feel like the product itself: disciplined, direct, and built for clarity and real-world movement.
The slash as a core symbol
The VelaFi logotype is built from the two letters that define the name: V and F — merged into a single visual structure through the slash. A simple but distinctive form that carries the identity forward.
The divided slash also suggests two-to-three-part structures, echoing the geometry found in many national flags. Lastly, the slash introduces a sense of direction, motion, and navigation — a subtle reference to
vela, the Spanish word associated with sailing.
Precision in type
The primary typeface, TASA Orbiter, was selected for its structure, clarity, and technical character. It feels precise without becoming rigid, and distinctive without sacrificing legibility.
Across campaign assets, product-facing materials, presentations, and digital touchpoints, the typography helps create a voice that feels ordered, scalable, and confident.
A palette designed for recognition
VelaFi Green (
#88FF76, PMS 353 C) sits at the center of the color system. It is energetic, deliberate, and instantly recognizable. Used alongside black, white, and a restrained grayscale, it creates a clear visual hierarchy and a strong point of distinction.
Color here is not simply decorative. It communicates energy, motion, and clarity. Accent colors are used selectively, while the broader palette remains disciplined enough to keep the brand coherent across applications.
A system that extends beyond the logo
A strong identity is not defined by a logo alone. It is defined by how well it performs across contexts.
One of the system’s most versatile graphic devices is a pattern built from currency codes separated by the slash. It can function as a background texture, an editorial element, or a hero visual — but it is never arbitrary. The currencies included are those VelaFi actively supports, from MXN and BRL to USDT, USDC, USD, and HKD.
The icon and 3D visual system follow the same principle: clear, consistent, and scalable. Across the broader visual language, material, light, and form are used to express precision, movement, and global connectivity in a way that feels engineered, fluid, and modern.
What changed — and what didn't
The identity is new. The mission is not. VelaFi remains focused on helping businesses move value across borders with high efficiency, clarity, and control. What changed is how clearly the brand now reflects it.
VelaFi's new visual identity is the expression of a company that has earned the right to look like this: bolder, sharper, and more connected to the clients and markets it serves.