After a very successful branding of 21.co, the company asked me to tackle 21shares - the world's first and largest crypto ETP issuer, which to this day remains their most profitable brand. After a thorough audit highlighting what worked and what didn't in the visual identity, I commenced arguably the biggest brand design project in my career at that point.
In order to continue with a new brand strategy that would explain better the connections between the sub-brands of 21.co, the new logo cuts any visual ties to another brand of the company called Amun. Instead, it has been built on the foundation layed by the aforementioned parent company. Hence why the 21 symbol is featured here as well, with the remaining glyphs being custom designed for this logotype.
Just like in the 21.co logo, it symbolises three things: that there will be 21 million bitcoins in total, the journey from two financial systems to one and building bridges into the crypto world.
Like the parent company has established before, 21shares is using Inter as it's main font. That provides not only a connection point to 21.co, but also gives a very Swiss-modernism aesthetic to it's assets, which is fitting for a company that has Swiss roots and operates on the verge of something traditional and innovative.