Our thinking behind the new look

Over the past three months, we’ve worked closely with the brilliant team at Bakken & Bæck to design a framework that will serve as the foundation for how we express ourselves to the world. We see 0x as a critical layer that will power exchange everywhere behind the scenes. Embracing a dark color scheme helps to reinforce our focus on developers and draws a distinction between the user-facing brands and products built on top of the 0x protocol.

We decided to keep the 0x logo mark as is because it’s become a recognizable part of our brand and its circular form can be viewed as coin/token-like in appearance. We’ve also found this form fits nicely into a variety of contexts where token icons are placed in circular containers. We believe that all forms of value in the world will eventually be represented as tokens on public blockchains. So, we decided to continue to illustrate the different types of value that can be traded on 0x using this circular token metaphor.

Abstract representations of tokenized assets

Whether it’s abstract, like time and voting rights, or something more concrete, like real estate and commodities, we are able to represent this value in a consistent design system.

In choosing a green on black, reminiscent of an 80s monochrome phosphor display, we wanted to pay homage to the early builders and users of the World Wide Web. TCP/IP are critical protocols of the Internet as we know it today, but function behind-the-scenes to the average person. In the same way that TCP/IP became ubiquitous, we believe 0x will become fundamental exchange infrastructure of the new financial system.