Key Finance had already gone through two rebranding efforts. However, as the product evolved and its market positioning shifted, a third rebranding became necessary.
As is — 1st
As is — 2nd
Key represents our aspiration to be the “key solution” for DeFi users—especially GMX holders—by addressing the challenges they face.
Keywords
The key symbol from the original branding was adopted, as it strongly aligned with the brand’s core themes. To better capture the essence of the brand, the details were refined and simplified, resulting in a more polished mark that seamlessly complements the overall identity.
Concept
Logo
Color palette
Typeface
To convey a strong and stable image, I have used bold weights and wide fonts.
For system compatibility and to simplify future Korean localization, I selected fonts with strong readability that also minimize development effort.
Since Key makes extensive use of numbers, varying widths reduced readability. To address this, monospaced fonts were applied to ensure consistency and clarity.
Token design
