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Crypto exchange ShapeShift announces rebranding plans, launches new site in private beta

Mon, 18 Feb 2019, 07:28 am UTC

Leading cryptocurrency exchange ShapeShift has announced that a major rebranding of its platform is currently underway and has launched the new site in private beta.

In an online post dated February 14, the company said that it has updated its logo, typeface, color palette, and imagery, adding:

“These visual elements are the first step in this process, followed by our new platform that will be released in the near future.”

ShapeShift said that its emblematic Fox logo will have a more contemporary look in line with its plans for 2019.

“We didn’t want our brand to feel disjointed, so we created a more unified and recognizable system by weaving the new brand identity throughout all facets of ShapeShift, from our customers’ accounts to our website, and from our marketing to our support channels,” it said.

The overhaul follows the recent layoff of 37 employees at ShapeShift. Founder and CEO and Erik Voorhees said at the time, “with a new sense of focus, we’ve been weaving the new ShapeShift into existence.”

Shapeshift acquired KeepKey, a digital asset hardware wallet provider, in August 2017. In a tweet, Voorhees said:

“In preparation for the launch of the new ShapeShift platform, we’ve dropped the KeepKey price to make these far more accessible.”

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