Liquid is a cryptocurrency exchange brand launched by Quoine Corporation, a fintech company based in Japan. The Liquid identity was introduced as a replacement for the Quoine corporate name, with the brand strategy centered on the exchange’s core value proposition of bringing new liquidity to an increasingly illiquid world. The visual identity system was developed by DIA Brand Consultants, a branding agency based in Asia Pacific.[1]
Design and History
The Liquid brand was created to position the world’s first fully regulated cryptocurrency and fiat exchange. The lead strategy in positioning the exchange was to adopt the name “Liquid” to replace the corporate name Quoine as the carrier of the brand. The name encompasses the core value proposition of the exchange, which is to bring a new source of liquidity to business in an increasingly illiquid world.[1]
DIA developed a dynamic identity system and messaging platform that communicates the positioning of the brand across a wide range of platforms, from web to social, events, environmental and internal engagement channels.[1]
Meaning and Symbolism
The Liquid symbol was developed based on the notion that Liquid is the bridge, between fiat and crypto, from possibility to opportunity, and from present into the future.[1]
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