Grayscale unveils “radically different” brand identity

Grayscale Investors has transformed its brand identity to reflect the firm’s “future-forward” approach.

The rebrand aims to position the firm as a modern asset manager, prioritising regulated and transparent access to crypto in an evolving digital currency market.

Seres Lu, VP of marketing at Grayscale, said the firm has made a conscious decision to make the rebrand “radically different” from anything they’ve had before, selecting new brand colours, fonts, and imagery.

“Our new fonts, a classic serif and bold sans serif, represent the dichotomies inherent in Grayscale’s brand and overall position in the investing universe: we are a modern asset manager, engaging in an untraditional, largely decentralized asset class, and delivering access to it through traditional, regulated investment vehicles,” said Lu.

She added that Grayscale “intentionally chose live photography over illustration — crypto may be intangible, but we believe it is real in its effects as a technology and investment opportunity.”

The new identity claims to provide a forward-facing outlook by moving away from exclusivity towards a more direct representation of asset management firms.

“In an industry that evolves as quickly as crypto, we are focused on ensuring that our company and our brand is recognizable and lasting.”

Grayscale is a digital currency asset management company with the niche of being able to “identify the investments of the future and make them accessible.”