Our new brand identity: What it means for you and the future of Circula

Today marks a significant milestone for Circula, as we unveil our new brand identity. This change reflects more than just a visual update—it symbolises the growth of Circula, the evolution of our product, and our commitment to meeting the changing needs of our customers, partners, and employees. In this blog post, you will learn why we believe in our new brand and how it embodies the goals we have set ourselves for the future.
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Reflecting on our current brand

Circula has grown significantly in recent years, reaching new heights in both product development and market presence. As our solutions have expanded beyond expense management to include credit cards and employee benefits, and as our customer base has grown to more than 2,000 companies, we felt the need to reflect these milestones through our brand.

Circula was born out of the mission to eliminate bureaucracy and enable people to do their best work.

Over the years, we have adapted to new demands, always focusing on creating a seamless experience for the end user. We went from being the new kid on the block to being the trusted finance automation partner for companies like ABOUT YOU, DATEV, Securitas and +2,000 others.

As a category leader and innovator, we have grown up. Now is the perfect time to unveil a brand that is fully aligned with our current offering and long-term goals, one that reflects our commitment to turning complexity into simplicity.

The process behind the change

This rebrand was driven by a deep reflection on who we are and where we’re headed. Roman and I always strived to “give back time” to our users by simplifying complex processes.

Our product's ability to create simplicity for finance and HR teams is what our customers praise most. This is our goal: to create solutions that take the mental load of employee payments off of our users. Solutions that work seamlessly in the background so our users don't have to do pointless work.

Our new brand needs to reflect the simplicity and elegance of the product experience we want to deliver. It should be in line with our vision of building easy-to-use, intuitive tools that allow finance and HR teams to focus on what really matters.

Our new visual identity

Our new visual identity reflects a clean, elegant, and modern look that aligns with our focus on simplicity and efficiency. We took a bold turn on colours: while black and white dominate, we also wanted to reflect the feelings experienced when using Circula through the colour palette we have chosen. Our imagery also evolved, with the user and the many use cases we cover at the centre of the stage. Finally, our logo becomes a circle: the symbol of simplicity and completion.

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While the design may have changed, our core values have not. We remain committed to crafting tools that employees love to use, and we’ve embedded this philosophy into our new brand.
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How our rebranding affects you

Although our brand may look different, we want to reassure you that the fundamentals of Circula remain the same. Our mission to simplify finance processes and empower businesses to manage their daily work more efficiently continues to drive everything we do.

You can expect the same best-in-class integrations, intelligent automations and customer support that have been the cornerstones of our success. We’re the same Circula you know and trust—only now with a refreshed identity that better reflects our vision for the future.

For our customers, partners, and employees, this rebranding signals a new chapter, one that builds on the solid foundation we've already established. You will see updates to our website, marketing materials, and product interface in the future.

What you can expect from us moving forward

As a company we keep asking ourselves how to make work more rewarding for employees and drive better results for the business itself. Thousands of companies across Europe are looking for a seamless way to manage invoices, card payments, expenses, and employee benefits.

We believe that our opportunity is to become the solution of choice for medium and large organisations aiming for a future where employee spending is managed in a smooth and intelligent way. Repetitive tasks and month-end closing stress will become a thing of the past, with Circula as a partner to finance and HR teams, driving meaningful change and impact for the business.

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“The future is already here – it’s just not evenly distributed.”

In the next chapter of our company's life, we will do everything we can to build hyper-automation into every aspect of our product and create a no-touch experience for employees. The recent acceleration of artificial intelligence and the depth of our domain expertise will drive an unprecedented level of automation that we will be able to achieve in the expense management and source-to-pay ecosystem.

Manual work will become a thing of the past and we are looking forward to celebrating the day that the 1,000,000th Circula users will experience what simplicity really means.

Conclusion

At the heart of this rebranding is our unwavering commitment to you — our customers, partners, and employees. As we embark on this new chapter, we remain focused on delivering solutions that simplify your financial operations and give you back valuable time.

We invite you to explore our updated website, engage with our new identity and continue the journey with us as we drive the future of financial management. Whether you're a long-time user or new to Circula, we look forward to hearing your thoughts as we continue to build a brand that reflects the values and needs of our community.

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