Elephant’s Rebrand For Crypto Asset Manager
Grayscale Investments, the world’s largest crypto asset manager, and an advocate for transparent regulated access to crypto, has unveiled a new brand identity. Created by IPG creative company Elephant, the rebrand coincides with the 10th anniversary of both the firm and its flagship fund, Grayscale Bitcoin Trust (BTC).
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To that end, Elephant set out to define an ownable brand that celebrates the core values of legacy, expertise and transparency. Chris Hayes, VP Product Design at Elephant, explains that the design firm articulated the brand vision as “creating a share of the future for everyone” – rising above the dark web of crypto companies and the stale exclusivity of other asset management firms.
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Among the elements intended to visualize this: a new Grayscale wordmark rooted in strength and modernism with negative spaces inside the letters to create a sense of forward motion; a flexible color system grounded in the world of finance; graphical elements that are integral to and ownable by the brand such as the “G” and the “ticker” and the “shares;” and a modern verbal identity and tone of voice that “abandons both the stiffness of the traditional financial institutions and the platitudes of crypto start-ups.”
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Comments Seres Lu, Grayscale VP Marketing: “In an industry that evolves as quickly as crypto, we are focused on ensuring that our company and our brand is recognizable and lasting.” https://elephant.is
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