BitMEX, the cryptocurrency derivatives exchange founded in 2014, has updated its visual identity twice since launch: once in 2019 and again in 2024. The current brand identity, introduced in July 2024, centers on the slogan “Get in the Trading Pit” and uses a bold red as its primary color.
Design and History
The original BitMEX logo was created in early 2014, before the launch of the initial trading platform. It was designed as a representation of the “put-call parity,” a financial principle defining that a futures contract can be replicated by a portfolio consisting of a long call option and a short put option. The original logo was a literal interpretation of the put-call parity formula, which the company later described as effective but “unwieldy when applied to a myriad of real-world scenarios.”[1]
In May 2019, BitMEX introduced an updated visual identity. The company stated that it had reduced the literal diagrammatic and logo imagery of the original mark and increased its flexibility, making it easier to use across social media, contracts, and other materials required to operate a modern trading platform.[2]
In July 2024, BitMEX unveiled a further brand upgrade as it approached its 10th anniversary. The new identity introduced the slogan “Get in the Trading Pit,” which the company said captures its trader-centric positioning as a destination for crypto derivatives trading. The rebrand was described by CEO Stephan Lutz as “more than just a visual refresh,” framing it as a celebration of the platform’s history and its role as a proving ground for traders.[3]
Meaning and Symbolism
The 2024 visual identity uses red as its defining color. According to BitMEX, the “blazing red” in the new visual identity represents the intensity of trading via leveraging market volatility in a fast-changing crypto market.[3] The company also stated that the new brand identity pays homage to its beginnings as the inventor of the perpetual swap.[4]
The original 2014 logo’s put-call parity motif was a direct reference to the derivatives trading concepts underlying the platform’s products, tying the mark to the exchange’s core financial mechanics.[1]
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