Gemini is a regulated cryptocurrency exchange founded in 2014 by Cameron and Tyler Winklevoss, launched as New York’s first licensed Bitcoin exchange in 2015. The brand identity was created by the New York-based design studio Big Human, which handled naming, branding, and visual identity for the platform.[1]
Design and History
Big Human developed the Gemini brand in 2015, when the Winklevoss twins approached the studio for help designing their FinTech brand. The studio’s challenge was to balance the excitement of new technology with the reliability and security of traditional investment vehicles.[2]
The name “Gemini” was chosen because it reflects the nature of the business, the brand, and the founders. Banking is about striking a balance between a seller and a buyer, and because the founders are twins, the astrological reference made for a fitting inside joke.[1]
The logo mark was designed to balance a sense of momentum with stability, speaking both the language of new tech and traditional finance. The color palette was described by Big Human as reminiscent of banks, but dialed up in intensity to reference a new age of currency.[1]
Meaning and Symbolism
The Gemini logo’s graphic element is formed by two intersecting coin shapes. The design incorporates an abstract representation of the Gemini zodiac symbol “II”, while the overall form also reads as the infinity symbol “∞”, a mark commonly used in the financial world. The intersection also carries a “1+1=3” connotation, suggesting partnership.[3]
Big Human described the visual identity system as one that “broke new ground while firmly establishing itself as a major player,” with clean and minimal font choices and a system of iconography designed to help new audiences understand the platform.[1]
Typography and Design
Gemini’s published brand guidelines record two official colors: Black Bean (#010304) and Bright Turquoise (#26DDF9).[4] The turquoise color has been verified as the official brand turquoise for the exchange’s iconography.[5]
Big Human described the font choices as “clean and minimal,” part of a broader visual identity system that included custom iconography to clarify the complexity of the product.[1]
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