When you’re building a company, creating a strong identity isn’t just about logos or websites — it’s about the feeling your team shares every day. One tool more founders are using to build that connection is the challenge coin. It may sound old-school, but it’s making a big comeback in modern startup culture.
What Is a Challenge Coin?
A challenge coin is a small, custom-made coin or medallion that represents a group, team, or organization. It started in the military as a way to show membership and recognize achievements. Today, companies use them to celebrate milestones, boost morale, and create a sense of belonging.
According to Wikipedia, challenge coins are now common in businesses, nonprofits, sports teams, and more. They’ve become a low-cost, high-impact way to build culture from the inside out.
Why Challenge Coins Work for Startups
Startups are fast-paced, often remote, and focused on growth. That can make it hard to build a shared identity. Here’s how challenge coins help:
They Represent Core Values
A coin is physical — something people can see, touch, and keep. When you design one with your company’s logo, motto, or mission, it becomes a symbol of what your team stands for.
It’s much more memorable than another Slack message or email reminder. The coin acts like a mini badge of honor that reinforces your startup’s culture every time someone looks at it.
They Make Recognition Personal
Startups may not have big budgets for bonuses or fancy rewards, but challenge coins can be just as meaningful. You can give them out to team members when they hit a goal, launch a product, or go above and beyond.
Because the coin is customized and given in a specific moment, it feels personal. It tells your teammate: “We see what you did, and it matters.”
They Build Team Spirit
Even in remote teams, shared symbols create connection. When everyone on the team has the same coin — or earns it by reaching a milestone — it builds a sense of unity. It shows that you’re part of something bigger than yourself.
Some startups even create different coins for different projects, achievements, or departments. This turns the coins into collectibles, and the stories behind them grow stronger over time.
How to Start Using Challenge Coins in Your Company
You don’t need a big team or a big budget to use challenge coins. Here’s a simple way to get started:
Step 1: Decide What Your Coin Represents
Ask yourself: What do you want the coin to say about your company?
- Is it about innovation?
- A team win?
- A reminder of your mission?
You can also tie it to a company value, a product launch, or a specific achievement. The more meaningful the reason, the more impact the coin will have.
Step 2: Design a Coin That Feels Special
Good design doesn’t have to be complex. You can start with your logo, your company colors, and a short phrase that matters to your team.
Some companies add the date of an important event, like a product launch or a funding round. Others include the recipient’s name or role to make it more personal.
If you’re not sure where to start, vivipins offers custom challenge coin design with low minimum orders — perfect for early-stage teams.
Step 3: Create a Moment Around the Coin
How and when you give out the coin matters just as much as the coin itself.
Try presenting it during a team call, an in-person event, or a one-on-one meeting. Share why the person is receiving it. Make it meaningful.
You can also encourage your team to keep the coin on their desk, keychain, or backpack. That way, it becomes a visible symbol of your shared identity.
Final Thoughts
At the end of the day, a challenge coin is just a small piece of metal. But what it represents can be powerful.
For a founder, it’s a way to show appreciation, build culture, and turn abstract values into something real. For a team member, it’s a reminder that they belong to something meaningful.
And that’s the heart of company identity: shared purpose, visible pride, and real connection — one small coin at a time.
