The project

Salmon is a digital bank based in the Philippines whose mission is to make financial services simpler, more accessible, and more human. The visual identity was designed to break away from the traditional conventions of the banking industry by introducing a brand that feels warmer, more optimistic, and distinctly contemporary.

At the heart of the system is a minimalist symbol composed of two half circles. Designed to be both distinctive and highly flexible, it serves as the foundation of a comprehensive visual language that extends across products, sub-brands, marketing campaigns, and a wide range of customer touchpoints.

Combined with a vibrant color palette and an art direction focused on accessibility and approachability, the identity enables Salmon to establish a modern and differentiated position within a rapidly evolving financial landscape.