Kraken is a US-based cryptocurrency exchange founded in 2011 by Jesse Powell, operating under the parent company Payward, Inc. [1] The company’s visual identity centers on an abstract, symmetrical cephalopod-like symbol, a reference to the mythical sea monster of Norse legend from which the exchange takes its name. Kraken’s own press materials refer to the logo informally as “The Beast” or “Creature.” [2]
Design and History
The original Kraken logo, used from 2011 to 2019, featured a fluid yet symmetrical shape that can be read as an octopus or squid, rendered in a teal shade that fit the marine theme. [1] The full version of this early mark included the explanatory tagline “Bitcoin Exchange.” [1]
On January 28, 2019, Kraken unveiled a rebranding that included a new logo, website redesign, and refreshed layout, announced to its more than 4 million clients across nearly 200 countries. [3] The update was primarily a palette change: the company abandoned its previous blue color, which it described as “boring” and overused in the financial sector, in favor of a new main color intended to “evoke feelings of richness and prestige.” [4] The company explained the move as a way to “stand out in a sea of boring blue,” noting that too many companies and brands use that color. [5]
Kraken’s official blog post on the rebranding noted that the name and logo suggest “an inherent sense of suspense,” while also alluding to trading concepts such as “liquidity,” “depth,” and “dark pools.” [1] The company also stated that the branding reflects the qualities of the industry as “vibrant, fresh, and impactful,” and that cryptocurrency attracts those who are “outspoken” and “eccentric.” [1]
Meaning and Symbolism
The Kraken symbol illustrates the company’s name, which was taken from Icelandic myths about a giant sea creature, typically described as a squid or octopus. [6] The abstract cephalopod silhouette serves as a direct visual reference to this legendary monster. [7]
Kraken’s current brand guidelines record three official colors: Almost Royal (#7434F3) as the primary brand color, along with Dreamy Candy Forest (#B494E6) and Liliac (#BC91F7). [8] An earlier documented brand purple, #5841D8, has also been referenced in brand color records. [9]
Typography and Design
The Kraken wordmark uses a clean, highly legible sans-serif typeface. [1] A distinctive feature of the logotype is that the letter “k”s have the shape of capital letters but are sized as lowercase letters. [1] The company’s design system uses a proprietary display font called Kraken-Brand for headings, paired with Kraken-Product as the UI typeface, with IBM Plex Sans as a fallback. [10]
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