AAX, short for Atom Asset Exchange, was a Hong Kong-based cryptocurrency exchange launched in November 2019 as the first digital asset trading platform powered by London Stock Exchange Group’s LSEG Technology Millennium Exchange matching engine [1][2]. The exchange ceased operations in December 2022 when its website domain was shut down and the platform stopped functioning [3].
Design and History
The AAX brand identity was created by Ricardo Menezes, a Hong Kong-based creative director, working with Singapore and Hong Kong-based brand consultancy Shift. The process spanned three months, from shaping the briefing and defining the brand foundation to workshops and multiple presentation rounds with design refinements [4]. Menezes served as creative director for AAX and its parent company, Atom Group [5].
The project covered original branding, creative direction, corporate identity, mobile UX, prototyping and a design system for the exchange [6].
Meaning and Symbolism
A distinctive design element of the AAX logo is its use of a 38-degree angle, chosen deliberately to strengthen Feng Shui and numerology aspects around the brand. In Chinese culture, 8 is considered the luckiest number, and 3 + 8 = 11, which represents the first two “AA” letters of the brand name, which also happen to be the first letter of the alphabet [4].
Typography and Design
The AAX wordmark uses an all-caps presentation with the three-letter acronym format. The logo was designed to work across the exchange’s multi-platform ecosystem, including mobile applications and web interfaces, as part of a broader design system developed alongside the brand identity [6].
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