Bakkt was founded by American Fortune 500 company Intercontinental Exchange, Inc., the parent organization of the New York Stock Exchange.
The Bakkt team wanted a visual identity that gave the brand its own unique character and could be recognized immediately; prior to this brand refresh, the team had been using a palette of mostly black, white, and gray. It was crucial that the Bakkt brand be able to balance both institutional clients as well as consumers (through a retail trading app).
Role: Visual Identity Designer
Tools: InDesign, Illustrator, Photoshop
Timeline: 3 Weeks (April 2019)
Role: Visual Identity Designer
Tools: InDesign, Illustrator, Photoshop
Timeline: 3 Weeks (April 2019)
Background
The color scheme would play an important part in achieving the goals set by the stakeholders: to give Bakkt its own unique character while integrating into the digital wallet domain. The rich additions of Kelly green, deep green, blue were incorporated into the existing palette of black, white, and gray.
Below displays several digital currency apps in the marketplace:
Brand in Action
Bakkt’s Institutional Digital Asset Summit was held on July 18 at the New York Stock Exchange with 150+ investors and institutional service providers. There they unveiled the brand refresh in all conference materials, from digital displays to printed collateral.
