Poloniex is a global cryptocurrency exchange founded in January 2014, offering spot and futures trading across more than 100 countries and regions.[1] The exchange received funding in 2019 from Justin Sun, founder of TRON.[2]
Design and History
Poloniex’s current logo was introduced in September 2021 as part of a platform-wide rebranding effort. The redesign was prompted by a settlement in a trademark disagreement in March 2021 that mandated the creation of a new logo and its implementation by the end of September of that year.[3]
The rebranding project, directed by a product designer who joined the company in January 2021, began with a competitive audit of other cryptocurrency exchanges, customer surveys, and interviews with long-tenured employees. A creative brief was written, and multiple design agencies were solicited for logo concepts. The CEO ultimately selected an option from the hired agency, choosing a design that “felt true to the original branding while still pushing forward with a modern look and feel.”[3]
Following the logo selection, a new product designer joined in June 2021 to finalize brand colors and create a simplified design system. The new logo and branding launched on schedule in September 2021 across the website, mobile applications, and other owned properties.[3]
In 2022, Poloniex rebranded itself further and launched the slogan “Connecting You to the Power of Crypto,” which the company described as originating from its world vision of a world where ideas and information are shared through open value systems.[4] In January 2023, the exchange revamped its website and app with a new user interface alongside this slogan.[1]
Meaning and Symbolism
Poloniex’s official brand color announcement describes the logo’s color scheme and X symbol. The dark green in the logo represents calmness, while its complementary light green represents liveliness, reminiscent of lush foliage.[5]
The X symbol’s geometric style represents the cutting-edge technology the company strives to deliver, and the strong shapes that comprise it are emblematic of the stability the company prides itself on. Poloniex describes itself as a bridge to access the power of cryptocurrency, with the X meant to be “the beacon that signals our intention to provide that access.”[5]
Typography and Design
The earlier Poloniex wordmark, registered as a trademark in 2016, consisted of the word “POLONIEX” in green, all capital letters, with two of the arms of the “X” in grey and separated from the body of the letter “X.” The colors green and grey were claimed as features of that mark.[6]
Brand asset data for the current identity lists a primary green color with the hex code #1A8F5C, along with white and black as supporting colors.[7]
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