The identity is built from a simple idea: the divisible nature of a pie chart. As well as being the company’s name, it’s a key visual tool when understanding earnings, expenses and tax.
The Pie design language gave us a flexible system to guide all aspects of the brand and product: from assets and iconography, to layouts, components and the digital product language. It’s a functional, but expressive, system with a clear link back to the brand.
In designing the app, we found it needed to work hard to represent information in a simple and functional way. So Pie’s design language supports more memorable moments, right through to hardworking components in the core product experience.