This article reflects on brands in the financial sector in Brazil that need to deal with a changing market context and new competitors: the so-called fintechs. We begin by understanding the semiotic dimension of brands, which constantly produce and convey signs at countless points of contact. This dimension dialogues with two others, the relational and the evolutionary (SEMPRINI, 2006), in which brands are involved in complex semiosis processes with the most diverse audiences. Furthermore, it needs to evolve not only from a marketing point of view: there are new guidelines brought by a consumer and a society that is increasingly critical and aware of consumption practices and their relationship with citizenship (GARCIA-CANCLINI, 1995; 2020) . In this sense, we understand brands as members of a system of transmission and diffusion of shared meanings from a culturally constituted world (MCCRACKEN, 2003). To study how brand management deals with the aforementioned context, we selected two Brazilian brands from the financial sector with different histories: a century-old banking institution (Itaú) and a fintech created around a decade ago (Nubank). We semiotically analyzed the brands' central identity mix (name, logo and slogan) (LENCASTRE, 2007) based on a script based on Peircean semiotics. With this, we were able to identify that brands choose different paths to establish their meanings and identities, even operating in the same market and competing to dialogue with customers and society as a whole.