KuCoin has unveiled a refreshed brand identity, supported by a new brand ambassador and brand film, that aims to reinforce its commitment to trust and security.
The updated visual identity features a modernised logo, structured on a precise grid with modular units and combining circular arcs and straight lines. This design is intended to reflect security, progress and technological precision.
The logo is paired with a new green colour palette, which aims to represent innovation, stability and a commitment to user protection.
The refresh is built around KuCoin’s guiding principle, ‘Trust First. Trade Next. Trust is the Only Currency We Trade In,’ aiming to communicate this value more clearly.
It also reflects KuCoin’s evolution from its 2017 launch as ‘the crypto exchange for everyone’ to its current positioning as ‘the crypto partner you can trust.’”
A key element of KuCoin’s brand refresh is the crypto platform’s first global brand ambassador partnership with golf icon Adam Scott, highlighted by the tagline ‘Swing Into Trust.’
The collaboration reflects the refreshed brand’s focus on security and trust, with Scott’s integrity, precision and resilience mirroring the principles at the core of KuCoin’s operations.
The brand refresh is complemented by a new brand film that illustrates trust as the foundation of growth and stability. Set against a dawn surf session, the film follows a father guiding his son through the ocean’s unpredictable waves, teaching lessons in timing, balance, and courage.
Through this storytelling, the campaign highlights the value of community and the practices that strengthen our lives. This seeks to parallel how KuCoin builds trust with its users through secure and innovative trading solutions.
As the father and son navigate the waves, the KuCoin app is integrated as a symbol of financial steadiness, reinforcing the brand’s commitment to empowering users to make informed decisions.