EXMO is a British cryptocurrency exchange established in 2014, operating under UK legislation with a temporary registration from the Financial Conduct Authority.[1] The company’s visual identity underwent a complete overhaul in July 2022, replacing its previous technology-focused look with a brighter, more playful style.
Design and History
In July 2022, EXMO introduced a new logo, brand colours and design elements as part of a full rebranding effort.[2] The creative agency banda developed the new brand for the exchange, working from a concept called “Uncreepy crypto.”[3] The concept was built around the idea that cryptocurrency is accessible, easy and even fun, rather than a complicated technology reserved for specialists.[4]
The rebrand replaced the exchange’s previous “boring blue” technology-oriented style, which the agency described as typical of the financial sector, with a bright and cheerful visual approach.[3] The new identity included hand-drawn style illustrations meant to symbolise the simplicity of buying and using cryptocurrency.[4] The new design was implemented on 25 July 2022.[4]
Meaning and Symbolism
The current EXMO logo is a simple wordmark distinguished by a wavy letter “m.” According to the company, this wavy letter symbolises exchange rate charts while also resembling a spring that “will launch you into the crypto world.”[2] The logo was designed to represent the humanity of the brand, with simplicity and easy recognisability as key goals.[5]
The updated colour palette introduced more accents compared to the previous identity, supporting the brand’s shift toward a friendlier, warmer tone.[2] Brand asset listings show the current palette includes a bright gold, an orange tone and a dark near-black colour.[6]
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