Mercado Bitcoin, founded in 2013 as Brazil’s first cryptocurrency exchange, has undergone two significant visual identity updates: a 2020 logo refresh and a comprehensive 2022 rebranding that officially shortened the company name to MB. The current identity, developed by creative studio Monkey-Land in partnership with Tég, centers on a hexagonal form that serves as the brand’s foundational graphic element.
Design and History
Mercado Bitcoin launched in 2013 and introduced its first logo refresh in September 2020, timed to celebrate reaching 2 million clients and R$15 billion in traded volume. The company stated that the new design accompanied its positioning, and the platform was also redesigned in response to client feedback.[1] The exchange described the new brand as reflecting the work of its team in building an ecosystem for alternative assets.[1]
In June 2022, Mercado Bitcoin underwent a more substantial rebranding, officially adopting the prefix MB that had already been used internally and in communications.[2] The rebranding was created by Monkey-Land,[2] with Tég acting as a creative intelligence bureau in partnership on the project.[3] The company explained the move as part of a strategy to simplify its brand architecture and support international expansion, with CEO Reinaldo Rabelo noting that “it is easier for a new country to understand everything as MB than as separate brands.”[4]
The 2022 rebranding also unified the holding company’s various business units under the MB name, including MB Private, MB Tokens, MB Assets, and MB Traders.[4] The old slogan “vem pra nova economia digital” was replaced with “Quem chega antes” (Who arrives first).[5]
In June 2024, marking its 11th anniversary, MB introduced a new brand positioning characterized by an update to its visual identity and adjustments in client communication.[6]
Meaning and Symbolism
The hexagonal form is the foundational shape of the MB brand’s visual system, functioning as a symbol, icon, mask, graphic, and visual premise for illustrations and other graphic expressions.[3] According to the creative team, the identity uses hyper-realistic 3D renders with translucent materiality to give volume and matter to the brand’s signs and forms, conveying transparency to users in a techno-futuristic, young, creative, and reliable identity.[3]
The creative direction pursued “simplification, updating, and making the brand tangible,” with the hexagon described as the graphic essence of MB, using translucent materials to make something virtual tangible.[7] The project aimed to demystify the abstract and intangible aspects of the crypto-universe by materializing its components and symbols.[3]
Typography and Design
The 2022 rebranding specified two typefaces for the identity system: Fakt, designed by TYPE BY, and Times Now, designed by JHA.[3] The photographic style for the brand campaign was signed by Lorena Dini, with 3D render and motion work by Bruno Faiotto.[3]
The rebranding project was recognized as a finalist at the LadAwards 2023 Design Awards for its brand repositioning work.[8]
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