{"id":19487,"date":"2022-12-15T10:08:04","date_gmt":"2022-12-15T04:38:04","guid":{"rendered":"https:\/\/coinswitch.co\/building-blocks\/?p=19487"},"modified":"2022-12-15T10:43:04","modified_gmt":"2022-12-15T05:13:04","slug":"a-brand-new-coinswitch","status":"publish","type":"post","link":"https:\/\/coinswitch.co\/building-blocks\/a-brand-new-coinswitch\/","title":{"rendered":"A Brand New CoinSwitch"},"content":{"rendered":"

One that makes it <\/span>Whole<\/span><\/i> and then <\/span>Some<\/span><\/i>!<\/span><\/h3>\n

They say to always open with a joke, but there’s no subtle way to say this: it took us more time to complete our rebranding than it did for us to acquire 18 million users. Funny (or <\/span>hurtful<\/span><\/i>, depending on who\u2019s reading it) as it sounds, we\u2019re more confident that if we are to go back and acquire the same 18 million users with this spanking-new look, it\u2019d take us probably half of what it took originally.<\/span><\/p>\n

Because India\u2019s most beloved crypto brand now looks much younger, cleaner and fresher. To put it in Gen Z terms, we went from a 6 to a 9. All hail the tireless efforts of our resilient brand crew, patient leaders, supremely talented tech and product crew and the ever-great agency <\/span>Animal<\/span><\/i>. Hail!!!<\/span><\/p>\n


\nWere we really a 6 though?<\/b><\/h2>\n
\"Our
Our first logo.<\/figcaption><\/figure>\n

We know what you\u2019re thinking, \u201cfor a brand so beloved, we were pretty <\/span>blue<\/span><\/i> all the time\u201d. See, the CoinSwitch \u201cblue\u201d will go down in history as one of the warmest colors in an industry so cold. That <\/span>blue<\/b> wasn\u2019t born out of a long-term vision, but a short-term need. A need to have \u201csomething, so we can start.\u201d Akin to every other startup\u2019s genesis story, we saw an opportunity, and we set out to grab it. We didn\u2019t care how we looked, what we were wearing or how we were coming across. . . well, until much later. We just wanted to make crypto accessible, affordable and attainable for Indians, so forgive us if our clothes weren\u2019t laundered, Karen!<\/span><\/p>\n


\nWhy the change now? Because \u2018Timing the Market\u2019<\/b><\/h2>\n

Contrary to what our social media crew thinks, we didn\u2019t do away with our blue to separate ourselves from Twitter\u2019s ongoing blue war. In fact, our rebranding efforts started as early as April 2021. We\u2019ve always envisioned a future for CoinSwitch that is more than crypto. The first product in our shop may have been crypto but we knew where we wanted to be all along. Since the beginning of our rebranding exercise and now, we\u2019ve been through countless iterations of the logo, multiple catch ups to agree on new colors and far too many untimely regroupings on \u201c<\/span>naye illustrations mein maza nahi aa raha<\/span><\/i>\u201d. But as unlikely as it may seem, through all this chaos, one thing remained constant; our brief to the agency:<\/span><\/p>\n

\"make<\/p>\n

CoinSwitch\u2019s vision from the start has been to make money equal for all. We\u2019re not talking about bridging the net worth between the world\u2019s richest dude in India and that 9-5er in the city of Bangalore. We\u2019re talking about a vision where money and investment opportunities are made accessible, affordable and achievable for everyone. For people from the colorful streets of Banaras to the high-rise dwellers in Hyderabad;\u00a0 from your go-to chaiwaala<\/em> across the street to your chartered accountant; from your parents to your <\/span>door ke rishtedaar<\/span><\/i>; everyone has equal opportunity and access to investing and building wealth. Clearly a bold and audacious plan like this needed a revamp and we strongly believe we\u2019ve achieved that.<\/span><\/p>\n

 <\/p>\n

Presenting A Brand New CoinSwitch<\/b><\/h2>\n
\"Our
Our brand new CoinSwitch colors.<\/figcaption><\/figure>\n

Say hi to CoinSwitch that\u2019ll revolutionize the financial investment journey for Indians.<\/span><\/p>\n

The new CoinSwitch represents our way forward: becoming a wise, friendly, no-nonsense wealth-tech destination for investments. Our revamped visual identity was born from our ethos and years of interaction and serving you. CoinSwitch is perceived as a friendly neighborhood app that makes crypto investments and life easy for everyone. We\u2019re carrying forward that same humble mission and packing it in new vibrant shades and young colors giving that friendly neighborhood app, a more appropriate contemporary look \u2013 one that resonates more strongly with our vision, our plans and of course, you!<\/span><\/p>\n

 <\/p>\n

\u201cLog-o kya kahenge?\u201d<\/b><\/h2>\n

Logo ka kaam hai kehna!<\/span><\/i><\/h3>\n

 <\/p>\n

\"The
The making of our new logo.<\/figcaption><\/figure>\n

Our new logo is built on that idea of choices and a diverse portfolio. Every portfolio is unique. Each portfolio is a composition of different dreams, plans, financial goals and aspirations and of course different portfolios. Some big, some small; some permanent, some dynamic; some personal, some even more personal. Every portfolio is a reflection of its user. The different shapes in varying sizes and colors are used to convey these values and showcase how every user\u2019s financial journey is different but CoinSwitch accommodates them all. The structure is given to these forms as they compose a C-shaped mnemonic.<\/span><\/p>\n

\"Multiple
Multiple goals. One app.<\/figcaption><\/figure>\n


\n\u201cYou have a sophisticated color palette\u201d<\/b><\/h2>\n

This was an early Christmas gift to our designers. We were starting to get a keen sense that our designers were starting to feel <\/span>a little too blue<\/b> all the time. Quite literally too, when you extend the logic to designs. So, no more \u201ccolor me blue\u201d for creative briefs.<\/span><\/p>\n

\"Primary
Primary colors that will define our brand.<\/figcaption><\/figure>\n

As we transition from a single-asset app to a wealth-tech destination, we understand now more than ever, the need for a stronger relatable visual personality. In light of that, we\u2019ve adopted a more colorful, contemporary but sophisticated color palette that strongly highlights our culture, our audience and our brand. The result is a deep purple, complemented by darker and lighter blue tones juxtaposed with a bold, zesty lime. A soothing mix of colors that articulates the brand\u2019s personality and enhances the visual appeal of the product. Designers are the most finicky species on the planet, so when everyone from our design tribe rejoiced in unison, it was a testimony that we were marching in the right direction.<\/span><\/p>\n


\n\u201cA complementary secondary palette to go, please\u201d<\/b><\/h2>\n

Our revamped band of colors perfectly capture our renewed CoinSwitch spirit. We\u2019ll tell you why!
\n<\/span><\/p>\n

\"A
A secondary palette for our designers to play with.<\/figcaption><\/figure>\n

As a fintech company, we\u2019re ever-evolving. Making financial investments aspirational is one side of the coin; the other is using the platform to educate, inform and engage before they make a decision. This is where our new secondary range of warm but bright colors will assist our primary palette. The dash of pink, muted lush of light green, and aesthetically bleached shades of blues and purple pop will bring our illustrations and other product creatives to life. They\u2019re what, we believe, will bridge the gap between <\/span>\u201cmaza nahi aa raha!\u201d<\/span><\/i> and <\/span>\u201cyeh hui na baat!\u201d.<\/span><\/i><\/p>\n

A large part of the conversations and communications going forward would be more refined and humanized while retaining that tinge of humor that\u2019s always set us apart in this industry.<\/span><\/p>\n


\n\u201cAllow us to <\/b>demonstrate<\/b><\/del> illustrate\u201d<\/b><\/h2>\n

There\u2019s a very distinctive character assigned to CoinSwitch now. We wouldn\u2019t call it a mascot, but the petition is still doing rounds though.<\/span><\/p>\n

\"A
A face for every investor emotion.<\/figcaption><\/figure>\n

Our new illustrations are derived from one of our many core mottos \u2013\u00a0 simplicity and inclusion. The character and the philosophy behind our new range of illustrations are to show the diversity that\u2019s prevalent in the market and in our pool of consumers. Both possess a mind of their own and our illustrations attempt to recreate that perspective and mood. By using modularity through an expansive set of options, the faces, bodies, attires and items can be switched to create new combinations of people, situations and actions. With distinct features and subtle traits, these characters are hand-drawn with a fluid line movement, made to be imperfectly smooth.<\/span><\/p>\n

If you look closely, you\u2019ll see each feature is a shape that\u2019s been twisted, turned or stretched to birth expressions. What really brings character to these characters is the carefully exaggerated lines and colors when creating them.<\/span><\/p>\n

\"Characters
Characters from all walks of life.<\/figcaption><\/figure>\n

We heard someone say, \u201cCoinSwitch\u2019s new characters are not drawn, they are assembled\u201d. Rightly so!<\/span><\/p>\n


\n\u201cBro, <\/b>Nexa<\/i><\/b>-level Fontastic Writing Style\u201d<\/b><\/h2>\n

\"\"<\/p>\n

What\u2019s the worst font you\u2019ve ever seen and why is it Comic Sans? Kidding. We\u2019ve used it heavily in our early days. That was our idea of \u201coff-beat\u201d.<\/span>
\n<\/span>
\n<\/span>But now we use Nexa. A much crisper, cleaner and neater font that truly enhances the reading experience. So much so, we\u2019re more and more tempted to keep this piece going. The Nexa family has helped us retain the same appeal and approachability projected by our original font. The thin evenly separated letters give the brand\u2019s visual identity a major lift through its minimal characteristic.<\/span><\/p>\n

 <\/p>\n

Way Forward & Beyond<\/b><\/h2>\n

\u201cDheere khelo, par lamba khelo!\u201d<\/span><\/i><\/h3>\n

That Rahul Dravid batting philosophy is what our entire plan of action is.<\/span><\/p>\n

For a crypto company that wants to make money equal for all, expanding to other investment products seemed like the natural next step. Thanks to you and 18 million other CoinSwitch users, we\u2019ve realized that Indians love investing and cricket. Our aim by the end of next year is to become a holistic financial investment platform that allows Indians to understand and invest in multiple assets all in one place. This might sound outrageously ambitious, but what if we told you we\u2019re halfway there already?<\/span><\/p>\n

Over the last few weeks, we\u2019ve released multiple assets options to a pool of users and the reviews are rave. We\u2019d be officially launching it for the rest of the world soon, but not before our coders spend another couple of weeks hashing and squashing any leftover bugs.
\n<\/span><\/p>\n

\"Teasing
Teasing new beginnings.<\/figcaption><\/figure>\n


\nOne last note!<\/b>
\n<\/span><\/h2>\n

We were long overdue for a makeover from a product POV, tbh. Our new and improved look is an outcome of many sleepless nights, deep research, meticulous planning and stubborn dark circles. It was all worth it though. Over the next few weeks, you will see a more refreshed and charming CoinSwitch. It took a ton of effort from a lot of people to bring you our <\/span>glow-up<\/span><\/i>!<\/span>
\n<\/span>
\n<\/span>All of this couldn\u2019t have been achieved, had it not been for the faith and trust in us. We\u2019re really grateful to you for choosing us as your crypto partners and now as we expand to introduce India to new-age investments, we only hope you tag along. <\/span>
\n<\/span>
\n<\/span>See you on the app!<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

One that makes it Whole and then Some! They say to always open with a joke, but there’s no subtle way to say this: it took us more time to complete our rebranding than it did for us to acquire 18 million users. 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