5 ms·

> Wise (formerly transferwise) Off-topic, but: this is possibly one of the world's dumbest rebranding exercises. I forget now how many years ago they made the

> Wise (formerly transferwise) Off-topic, but: this is possibly one of the world's dumbest rebranding exercises. I forget now how many years ago they made the change, but I've never heard anyone outside the company itself refer to it as just "Wise" without adding "(formerly transferwise)".

FabHK 1y ago
Runner up: Strategy (formerly MicroStrategy)
danielmarkbruce 1y ago
someone somewhere needed a promo...
jalapenos 1y ago
Followed by gross new brand styling Could've at least gone with calling themselves "Wise.com" or something, like "Make.com" does. Got nothing on "X" though. Have yet to hear someone in person say "on X" rather than "on Twitter".
- riffraff 1y ago
  Really? You don't like the pea-soup on vomit color scheme? I've been a loyal user of wise for more than a decade, since I used them to pay for my cross-currency wedding, and I can accept the name change since they wanted to show they were more than just money transfer (but just make it "bankwise", ffs), but the new brand style was a disaster. Notice they dialed it down over time,it's now more neutral than at launch, so someone must have listened to the complaints.
  - tim333 1y ago
    I've been with them a while also and haven't noticed a huge change apart for switching the colour from blue to green? Site from 4 years ago "The cheap, fast way to send money abroad" https://web.archive.org/web/20210305145221/https://wise.com/ https://web.archive.org/web/20210305145221/https://wise.com/ vs now "Send money globally for less" wise.com
    - riffraff 1y ago
      They also switched to the peculiar slanted round font ("wise sans"), and padded every page with whitespace so it has a much lower information density. The actual experience past login never had much so yeah it's not as much a change as the public branding. But mostly, it's the light-green-on-dark-green text which I dislike, and I _think_ they dialed down its usage compared to e.g. the brand announcement[0] and how the blog looks[1] compared to the main site. Then again, de gustibus. [0] https://wise.com/community/en/brand-new-look https://wise.com/community/en/brand-new-look [1] https://wise.com/gb/blog/welcoming-libby-to-the-board https://wise.com/gb/blog/welcoming-libby-to-the-board
      - tim333 1y ago
        Oh yeah, the second one [1] is kind of ugly.
tim333 1y ago
I think it's kind of a status thing that you can afford a short word domain like wise.com. But yeah, in conversation I still call them transferwise.

FabHK 1y ago

Runner up: Strategy (formerly MicroStrategy)

danielmarkbruce 1y ago

someone somewhere needed a promo...

jalapenos 1y ago

Followed by gross new brand styling Could've at least gone with calling themselves "Wise.com" or something, like "Make.com" does. Got nothing on "X" though. Have yet to hear someone in person say "on X" rather than "on Twitter".

riffraff 1y ago
Really? You don't like the pea-soup on vomit color scheme? I've been a loyal user of wise for more than a decade, since I used them to pay for my cross-currency wedding, and I can accept the name change since they wanted to show they were more than just money transfer (but just make it "bankwise", ffs), but the new brand style was a disaster. Notice they dialed it down over time,it's now more neutral than at launch, so someone must have listened to the complaints.
- tim333 1y ago
  I've been with them a while also and haven't noticed a huge change apart for switching the colour from blue to green? Site from 4 years ago "The cheap, fast way to send money abroad" https://web.archive.org/web/20210305145221/https://wise.com/ https://web.archive.org/web/20210305145221/https://wise.com/ vs now "Send money globally for less" wise.com
  - riffraff 1y ago
    They also switched to the peculiar slanted round font ("wise sans"), and padded every page with whitespace so it has a much lower information density. The actual experience past login never had much so yeah it's not as much a change as the public branding. But mostly, it's the light-green-on-dark-green text which I dislike, and I _think_ they dialed down its usage compared to e.g. the brand announcement[0] and how the blog looks[1] compared to the main site. Then again, de gustibus. [0] https://wise.com/community/en/brand-new-look https://wise.com/community/en/brand-new-look [1] https://wise.com/gb/blog/welcoming-libby-to-the-board https://wise.com/gb/blog/welcoming-libby-to-the-board
    - tim333 1y ago
      Oh yeah, the second one [1] is kind of ugly.

tim333 1y ago

I think it's kind of a status thing that you can afford a short word domain like wise.com. But yeah, in conversation I still call them transferwise.