Meet the new Wemu — a brand refresh, in our own words
Today we shipped a fresh visual identity across the Wemu app, marketing site, app stores, and every PDF and email we send. New W mark, new purple, same product underneath. Here's the thinking behind the change.
Jeph Fernandez
Founder
Today, Wemu looks a little different. The new W mark and a deep indigo-violet are rolling out everywhere — the app at app.wemu.io, this marketing site, your home screen if you've added the Wemu POS, the PDFs we ship, and the receipts your customers get after a sale. The product underneath hasn't changed. The identity wrapping it has.
Here's the short version of why, what changed, and what's deliberately staying the same.
Why now
The old logo — two overlapping triangles in blue and green — served us well for our first thousand businesses. It was friendly, distinctive, and on-brand for a scrappy product trying to convince cafés to swap their dusty cash register for a tablet.
Two problems crept in as Wemu grew.
- <b>It vanished at small sizes.</b> The triangle gap that made the W readable at 256px got muddy at favicon scale. On a phone home screen, the icon looked like an abstract pattern rather than a brand.
- <b>It read as a single-product app.</b> Two playful triangles felt like a side project. Wemu is now a full operating system for small businesses — POS, QR ordering, inventory, payroll, AI bookkeeping, payments. The mark needed to carry that weight.
“We didn't want a re-skin. We wanted a mark that holds up when a customer sees us in three places in the same hour — the website, the app icon on their tablet, and the printed receipt in their hand.”
The new mark
The new W is a single continuous stroke — two soft arches joined at a single peak. It's confident, friendly, and built to scale from a 16-pixel favicon to a 1024-pixel app-store splash without losing its character. The negative space between the arches is intentional: it gives the mark room to breathe at small sizes and stays a recognisable shape at large ones.
The colour is deep indigo-violet — <code>#5133E5</code>. Purple has a tricky reputation in B2B software (it can read as cheap, or as crypto, or as a healthcare app from 2014). We landed here because it's saturated enough to stand out next to Square's grey and Toast's red on a busy SERP, but deep enough to look serious on an invoice. It also pairs well with the muted neutrals we use across the admin so the brand never fights with your data.
Before we landed on the indigo, we ran the W through about a dozen palettes — purples, greens, navy, peach, neon, butter yellow, deep maroon. The hero image at the top of this post is twelve of those candidates side-by-side. The fact that the W reads cleanly across every one of them is the proof we wanted — the mark itself is the brand, the colour is dressing.
Where you'll see it
| Surface | What changed |
|---|---|
| app.wemu.io (admin) | New W in the sidebar, new login/signup screens, new browser tab favicon |
| wemu.io (this site) | New navbar + footer logo, new favicon, refreshed colour accents throughout |
| Wemu POS (iOS / Android) | New app icon. Reinstall or wait for the next App Store update to see it. |
| Customer-facing pages | Storefront, QR table-order page, payment-success screens all wear the new mark |
| Receipts + emails | Order confirmation receipts, daily summary emails, invoice PDFs |
| Operator setup guide | Fully rebranded PDF — cover, headers, footer, section markers all in the new palette |
What's not changing
A rebrand is a great moment to slip in pricing changes, force migrations, or quietly retire features. We're not doing any of that. Specifically:
- <b>The product.</b> Every feature you use today still works the same way. The sidebar layout, keyboard shortcuts, API endpoints — all unchanged.
- <b>Pricing.</b> Your current plan and rates are exactly as they were yesterday.
- <b>Your data.</b> No migrations, no exports needed. You don't have to do anything.
- <b>Integrations.</b> Stripe, PayPal, Xero, QuickBooks, Shopify, Google Calendar, WhatsApp, Twilio — all of them still connected.
- <b>The team.</b> Same founders, same support inbox (<code>[email protected]</code>), same response times.
On the email change
If you previously saved <code>[email protected]</code> as a contact, swap it for <code>[email protected]</code> — we've consolidated onto the .io domain so everything lives in one place. The old address still forwards, but the new one is canonical.
A little behind the scenes
Brand refreshes are easy to make sound grand. The reality is mundane: we spent two weeks sketching W variants, ran the candidates past about thirty customers, picked the strongest, and then spent another week sweating the small things. App-store icons rendered crisp at 16/32/48/180/192/512. PDF cover artwork that prints clean on A4 and US Letter. Favicons that don't get cropped weirdly by browser tabs. Tile icons that don't show a black frame when iOS adds its own squircle mask (an issue we caught and fixed during the rollout this week — thanks to the customer who flagged it).
The unsexy part of design work is plumbing — making sure every surface uses the same source SVG, every PNG is rendered at the right resolution, every CSS wrapper has the right padding so the mark breathes instead of suffocating. We've put the source SVG in our public web assets so any partner building on top of Wemu can grab it.
What's next
- Email templates — we're refreshing the order-confirmation, rating-prompt, and daily-summary emails to match the new identity in the next two weeks.
- Marketing pages — feature pages, pricing, and AI section all get a polish pass.
- Brand kit — we'll be publishing the logo, colour palette, and basic guidelines so press, partners, and integrators have one place to grab assets.
- POS app — the in-app splash + tab-bar icons land in the next iOS / Android release.
Same Wemu under the hood.
If you haven't tried Wemu yet, this is a good moment. The product runs on iPad, Android, and the web — POS, online storefront, QR ordering, AI bookkeeping. Free trial, no card required.
Start your free trial →