Introducing SAHI Stride: Our New Brand Identity
A new mark, a new visual system, and the belief behind them: every move begins with intent.
SAHI has launched a new brand identity, SAHI Stride, built on one belief: every move begins with intent. At its heart is Stride, a new brand mark that stands for purposeful progress, momentum and quiet confidence. It is backed by six design principles, a monochrome-first palette with Capital Purple (#66033C) as the single accent, and two typefaces, SAHI Season Display and SAHI Sans. This marks the beginning of a unified brand and product experience. Nothing changes about your account or how you trade.
We rethink design, so traders can rethink trading.
Today marks a new chapter for SAHI. A new identity rarely begins with a logo. It begins with a conversation about who a company has become, where it is headed, and whether the way it presents itself still reflects what it is building. Over the last few months, SAHI asked those questions repeatedly, explored countless ideas, challenged its own assumptions, and discarded concepts it was attached to, slowly shaping an identity that felt true to who SAHI is today. This is the story behind SAHI Stride.
SAHI had the product. It needed an identity to match
Over the last few years, SAHI has grown into far more than a trading platform. It has been building products, intelligence and experiences for traders who value clarity, precision and confidence in every decision they make. Somewhere along that journey, one thing became clear: the company had evolved, but its identity had not. It no longer reflected the confidence of the product, the maturity of the thinking, or the direction SAHI was heading.
Rebranding was never about a more modern logo or following a design trend. It was about building an identity that could grow with SAHI for years to come. Before opening any design tool, the team stepped back and asked a much simpler question: what should never change?
Every move begins with intent
The answer became the foundation. SAHI should feel calm in a space that often rewards noise, confident without being loud, and precise without becoming cold. Above all, every interaction should communicate intent. Trading is not about chasing moments; it is about moving forward with consistency, backed by knowledge and discipline. That belief, that every move begins with intent, now sits at the centre of the brand.
Meet Stride, the new brand mark
At the heart of the new identity is Stride, a symbol of purposeful progress, continuous momentum, and the confidence to move forward. The brief was demanding. The mark needed to feel unmistakably simple, stay recognisable at the smallest sizes, animate naturally across digital experiences, and sit comfortably everywhere from the product interface to the website to printed material.
The result is a symbol that feels quiet rather than loud. It suggests movement without relying on obvious visual metaphors, and confidence without unnecessary complexity, because the strongest identities do not ask to be understood. They become familiar through consistent use. Four ideas are built into its geometry:
Every curve, angle, radius and proportion is intentionally refined, down to the signature 66° angle that echoes SAHI Capital Purple.
The principles behind everything we build
Six principles guide every design decision at SAHI:
More than a logo: a complete system
The new identity extends into every part of SAHI, from typography and colour to motion, iconography, layouts and photography. Every element was designed to express the same clarity, confidence and intent.
Colour
The palette is monochrome-first, black and white with a warm surface, and Capital Purple used with intent, for interactive moments, never as a wash:
Typography
SAHI Season Display is the display typeface. It gives the brand its voice in the moments that matter, from headlines and campaigns to launches and hero experiences, creating presence and a lasting impression. SAHI Sans powers the product, designed for interface clarity across navigation, body copy, forms, data and buttons. Together they feel expressive where they should inspire, and functional where they should perform.
Bringing it to life
Launching a new identity meant much more than introducing a new logo. It meant carrying the same thinking, clarity and craft into every place people experience SAHI. The launch film became an extension of that thinking: rather than explaining the logo, it tells the story behind the mindset that inspired it, with every frame, transition and movement designed around a single belief, that every move begins with intent.
What comes next
Every identity captures a company at a moment in time. SAHI Stride reflects who SAHI is today, and, more importantly, it gives a foundation for where SAHI is headed next. This is not the end of a rebrand. It is the beginning of a unified brand and product experience, carrying the same clarity, intelligence and intent into everything SAHI builds. Welcome to the new SAHI.
SAHI is a brand of Aaritya Technologies Pvt. Ltd., a SEBI-registered stock broker. The SAHI name and the SAHI Stride mark are trademarks of Aaritya Technologies Pvt. Ltd.