Flourish announces new  branding

December 7, 2023

Estimated reading time: 2 minutes

Key takeaways
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Flourish is thrilled to unveil its brand-new logo, marking a significant evolution as we pave the way for future developments. Departing from the familiar geometric "F" mark that has accompanied the Flourish name for the past five years, the fresh brand image signifies a bold shift in visual identity. Notably, the "C"s representing Cash and Crypto are also making way for a simpler, more streamlined design, aligning with our plans for expansion and the introduction of a new addition to the Flourish platform in Q1.

While the logo undergoes a transformation, our unwavering commitment to creating an exceptionally user-friendly platform for financial advisors remains unchanged. With over 700 firms currently utilizing Flourish and an impressive threefold increase in asset base over the last 12 months, we remain dedicated to addressing the specific needs of RIAs and their clients.

The new logo, meticulously crafted by Flourish's in-house design team, encapsulates our core values. The leaf shape symbolizes organic growth, while the square elements underscore the digital foundation of Flourish's offerings. The overall upward and rightward direction of the logo signals an auspicious trajectory for growth and prosperity, reinforced by data-driven underpinnings. The various elements of the leaf speak to the diverse audiences Flourish serves: advisors, clients, partners, and other stakeholders.

As we lay the groundwork for the future, the updated logo reflects a new stage of growth and support. Clients and partners can expect to encounter the fresh logo across all interactions with Flourish, assuring them of our continued presence and commitment. Flourish remains devoted to delivering a beautiful user interface, now enhanced by the aesthetic appeal of its updated logo.


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Flourish is an online platform through which investors can access financial services and products. The services and products offered through Flourish are provided by different entities and are subject to different terms, investor protections and risks. Flourish Cash is offered by Flourish Financial LLC, a registered broker-dealer and FINRA member. Flourish Financial LLC is not a bank. Check the background of Flourish Financial LLC and its personnel on FINRA's BrokerCheck. Flourish Crypto is offered by Paxos Trust Company, LLC (Paxos), a New York limited purpose trust company regulated by the New York Department of Financial Services that provides cryptocurrency custody and execution services for the Flourish Crypto accounts, and Flourish Digital Assets LLC (Flourish Digital Assets), which is registered in New York as a commodity broker-dealer and provides website and other technology services and support for Flourish Crypto accounts. Flourish Financial LLC and Flourish Digital Assets LLC are affiliates, but are not affiliates of Paxos. Please review the Legal section of our website, and the disclosures provided with each Flourish service or product, for further information regarding each service and product. If you were introduced or invited to Flourish by a third-party investment adviser or other third party, whose name or logo may be shown above, please be aware that, unless otherwise disclosed to you, they are not affiliated with any Flourish entity. The role of the investment adviser or other firm that invited you to Flourish may vary between different Flourish services and products, as further described in the terms for each service or product. © 2023 Flourish. All rights reserved.