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Leading cryptocurrency exchange ShapeShift has announced that a major rebranding of its platform is currently underway and has launched the new site in private beta.
The new ShapeShift is at https://t.co/HKX62MUmGm. We built it to give the world a true non-custodial crypto platform in an easy and beautiful package. This is the foundation for financial self-sovereignty. https://t.co/UTkPXsdUF6
— Erik Voorhees (@ErikVoorhees) February 17, 2019
In an online post dated February 14, the company said that it has updated its logo, typeface, color palette, and imagery, adding:
“These visual elements are the first step in this process, followed by our new platform that will be released in the near future.”
ShapeShift said that its emblematic Fox logo will have a more contemporary look in line with its plans for 2019.
“We didn’t want our brand to feel disjointed, so we created a more unified and recognizable system by weaving the new brand identity throughout all facets of ShapeShift, from our customers’ accounts to our website, and from our marketing to our support channels,” it said.
The overhaul follows the recent layoff of 37 employees at ShapeShift. Founder and CEO and Erik Voorhees said at the time, “with a new sense of focus, we’ve been weaving the new ShapeShift into existence.”
Shapeshift acquired KeepKey, a digital asset hardware wallet provider, in August 2017. In a tweet, Voorhees said:
“In preparation for the launch of the new ShapeShift platform, we’ve dropped the KeepKey price to make these far more accessible.”
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