bitFlyer is a Japanese cryptocurrency exchange founded in 2014 by Yuzo Kano, who also serves as CEO of bitFlyer Holdings. The company operates in Japan, the United States, and Europe, and its visual identity has undergone two documented logo refreshes: one in December 2021 and another in July 2026.
Design and History
The original bitFlyer logo was created by founder Yuzo Kano himself, who drew it in PowerPoint around the time of the company’s founding in 2014. That initial mark remained in continuous use for approximately eight years before the first redesign.[1]
In December 2021, bitFlyer announced its first rebranding since the company’s founding, refreshing both its service website and brand logo. The company stated that the new logo retained the best features of the former mark while changing the colors to be brighter and more vivid.[2] The three hidden meanings embedded in the original symbol, blocks and a coin, the letter F, and the shape of a flying wing, were carried over into the new logo.[3] The company also developed an original font for the wordmark, designed to remain readable even at small sizes or in print, while preserving the familiar look of the previous typeface.[3]
In July 2026, bitFlyer refreshed its brand logo again to mark its 12th anniversary. The company described the new mark as inheriting the concept of the existing logo while revising the colors and form to create a more casual and approachable design.[4] The 2026 update added slight rounding to the corners of both the symbol and the logotype, giving the mark a softer, less formal impression. The blue and orange colors were changed to more vivid tones, and the logotype’s typeface and color were adjusted to improve visibility.[5]
Meaning and Symbolism
Kano has publicly explained that the bitFlyer brand logo contains three hidden meanings: a blockchain block and a bitcoin coin, the letter F from bitFlyer, and the shape of a flying wing aircraft.[1] These three elements were preserved in both the 2021 and 2026 logo updates.[3][5]
The 2026 redesign was guided by the concept message “暗号資産をもっと楽しく、もっと自由に。” (roughly, “making crypto assets more fun and more free”), with the company stating that the changes express a casual, friendly brand image that makes cryptocurrency feel more familiar.[5]
Typography and Design
For the 2021 logo update, bitFlyer developed an original, proprietary font for its wordmark. The company noted that the new typeface remained reminiscent of the previous one while being improved for comfortable legibility at small sizes and in printed materials.[3] In the 2026 refresh, the logotype’s typeface and color were further adjusted to enhance visibility.[5]
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