UBank has a stripped back approach to banking – no locations, no gimmicks, no waffle. It actively encourages people to borrow less. To reflect its less is more philosophy, the identity is an exercise in reduction. It follows basic design principles – a recognisable logo, a functional type face, restricted colour palette and structured design. In the Modernist spirit of form following function, communication is reduced to its core components – just what you need, nothing you don’t.