Rebranding Slash

We’re revealing Slash’s new brand today. In addition to talking about why we made the design choices that we did, I thought it’d be a good to talk a little about the evolution of our product and company.

Before that though, let me clear up two common misconceptions:

Slash is not a “neobank for Gen Z”. While we have lots of Gen Z customers, we work with entrepreneurs of all ages. Nothing about Slash is “purpose built” for a younger demographic.
Slash is not a neobank for self-employed people. You actually need an LLC/Corp/US entity to create a Slash account. Slash serves businesses of all stages and sizes.

The Slash story

A little over four years ago, my co-founder Kevin and I started working on Slash 1.0 – a neobank for the self employed, with a particular focus on resellers.

After my YC batch-mate Ben Botvinick, founder of Hyper (now a part of Whop), introduced me to many of the sneaker resellers that used his platform, it became clear to me that it was extremely hard for them to buy inventory.

Resellers loved Slash because we gave them lots of virtual cards, which enabled them to enter competitive raffles en masse. After the death of the sneaker market (largely precipitated by the demise of the Yeezy brand), we knew we had to reinvent ourselves.

It was a forcing function to start working in earnest towards our ever-present, larger ambition of building better banking products for every internet entrepreneur.

We’ve spent the last two years growing out of our initial niche and figuring out creative ways of providing outsized value to businesses in industries like crypto, affiliate marketing, contractors, online travel agencies, and many others.

Our mission and the color gold

Slash’s mission is to bank the entire internet, and we’re going to earn that right by giving every business owner the financial tools they need to win. That means giving them time back to help them focus on the needle-moving parts of their business.

Winning is at the crux of everything we do at Slash. A desire to win is what we look for in every hire. A desire to help our customers win is what pushes us to work day in and out to provide as much value as we can to them. And a desire to win ourselves – by becoming one of the most important new financial services businesses of the century – is equally as motivating.

Gold is the color of ambition fulfilled, and pays tribute to our mission.

We’re keeping our logo

In the same vein, timelessness was the most important quality we were looking for in a logo. It’s purposefully non-minimalistic. We aspire to build one of the most important financial services businesses of the century, so we needed a mark that’s as far from “trendy” as possible.

Over the last 15 years, brands have chosen to do less: strip away color, flatten depth, standardize typefaces until everything feels the same. The Slash logo is an homage to an older – and I think a future – era of brand-building, where marks were crafted to endure.

What’s next?

We launched our new website, and we’re launching our new dashboard, our new cards, our new app, and so many new features soon. We’re also going to be much more active on socials, so make sure to give us a follow on X, LinkedIn, Instagram, and YouTube.

Stay tuned.