Key Finance has undergone rebranding twice before. However, due to the evolving characteristics of the product and changes in brand positioning, a third rebranding was necessary.
As is — 1st
As is — 2nd
Key represents our aspiration to serve as a "key solution" for DeFi users, specifically GMX holders, by addressing the issues they encounter.
Keywords
I decided to adopt the key symbol from the initial branding logo as it strongly resonated with the keywords associated with "Key." However, I also made refinements to the details of the symbol. This approach allowed us to maintain the alignment with the brand's core values while ensuring that the symbol accurately represents the essence of the brand. By refining the details, I achieved a more polished and refined version of the key symbol that perfectly complements the overall brand image.
Concept
Logo
Color palette
Typeface
To convey a strong and stable image, I have used bold weights and wide fonts.
However, for system compatibility and ease of future Korean localization, I have used fonts that offer good readability and minimize development efforts.
Additionally, since 'Key' involves the use of numbers extensively, aligning numbers with varying widths can reduce readability. To address this, I have utilized monospaced fonts for numbers.
Token design
