Vertex Protocol Brand

Vertex is a decentralized exchange built to empower users. Its mission is to make decentralized trading useful and accessible for all. Vertex provides the most efficient and frictionless, decentralized trading experience possible – without compromises. And it just so happens that we had the pleasure of participating in the design of this experience by creating the branding and website. Today, a few words about the road we went through together - from the logo to.... exceptionally successful trade fair. Here we go! 

In the beginning was the Logo. And the logo was with the letter “V”. ️ … Anyway, we made a visual reference to the vortex because it’s a symbol of change - exactly what Vertex is doing in the DeFi world. 

An appropriate color palette had to correspond with the logo. We were looking for one that would be associated with web3. On the other hand, we wanted to soften the brand image a bit, to reach users who are not experts on DeFi. Above all, it was about an open and inviting image that would differentiate Vertex from the competition.

An additional visual identity element is the falling grid. Vertex breaks down the walls in the crypto world and gives full freedom to user who wants to liberate themselves from centralized crypto exchanges. This crumbling grid illustrates it perfectly.

We paired the visual layer with a clean Aeonik font. Its simplicity is the perfect complement to this branding.

Once we had a logo, properly selected colors, and a grid of blocks, we also designed a set of illustrations. All these elements together tell a cohesive brand story.

The biggest joy for our team was the opportunity to prepare Vertex’s merch. If you design digital products every day, going beyond the online world is +100 to creativity! 

The opportunity to test branding in practice came quickly. During Mainnet 2022 the merch looked amazing and as far as we know it vanished like hotcakes. 

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