Kraken rebranding

[Kemarit]

Kraken rebranding – do you like it?

You know Kraken. We have a genuine passion for crypto and we’re not afraid to speak our mind or have a unique point of view – even if it gets us into trouble sometimes 😉 We don’t blindly conform, even when it’s popular or safe to do so. Like crypto, we’re not afraid to be different.

Our branding should strongly reflect our values and personality.

We reveal today (to our more than 4,000,000 clients across nearly 200 countries) new branding, including a website redesign.

https://blog.kraken.com/post/2035/

Anyone read the news? I don't know what's with this re-branding lately. LTC just updated their logo design just a couple of days ago as well. I guess everyone needs to re-invent themselves in this market as well, otherwise you can't stay afloat in this cut-throat business.

[bitmover]

I didn't like this new rebrand at first. A little childish... The old visual looked more serious.

Got that image from their website, just clicked the link you submitted

[enhu]

Kraken name itself is playful enough so this rebranding may somehow have a good effect for the new comers in this market. The previous design looks old, too serious and this new one to me gives an impression that trading is fun. I haven't loggedin to my account yet so I don't know the looks inside though.

[Slow death]

Today I received this email from them:

Hi xxxxx

You know Kraken. We have a genuine passion for crypto and we’re not afraid to speak our mind or have a unique point of view -- even if it gets us into trouble sometimes We don’t blindly conform, even when it’s popular or safe to do so. Like crypto, we’re not afraid to be different.

Our branding should strongly reflect our values and personality.

We reveal today (to our more than 4,000,000 clients across nearly 200 countries) new branding, including a website redesign.

Your Guide to Experiencing the New Look of Kraken

We are Kraken. Don’t worry -- we’re not changing our name. Kraken is two syllables, fun to say, memorable, resonates with you emotionally, conjures strong mental imagery, doesn’t restrict our future offerings (e.g., no “bit”, “coin”, “block”, “chain”, “crypto”, etc.), contains an inherent sense of suspense and excitement, and plays on trading themes like liquidity, depth, dark pools, etc.
Kraken stands out in a sea of boring blue. A lot of companies, especially tech and financial services, like to use the color blue. It’s a safe and popular color, as well as associated with trust, honesty and dependability. The problem is that too many companies and brands use this color. As a result, blue then may as well be a boring beige. Bye-bye blue! Today we welcome a bolder color that is more unique, better represents our personality and is guaranteed to grab your attention. This new main color evokes feelings of richness and prestige, which is fitting considering Kraken has handled over $140,000,000,000 in trades and is one of the oldest and most respected crypto exchanges.

A colorful industry deserves a colorful palette. Something we really like about the crypto industry is its people. There’s something about this space that attracts the outspoken, devoted, opinionated, and eccentric. Our clients and team members are no different -- they are the most bright, colorful and interesting minds. In addition to the bold crypto community, the industry itself is constantly evolving -- it is alive, vibrant, fresh, and impactful. We have chosen to drape Kraken in a deliciously fitting and bold color scheme.
Crypto is a rabbit hole, and we are all Alice. Since learning about and experiencing crypto you may feel that you’ve been living a much more exhilarating, suspenseful, dramatic, and purposeful life. I guess that’s what happens when you join a global revolution. Crypto is a grand adventure that keeps you on the edge of your seat. It beckons the creative, rebellious and determined dreamers to rise and take action. This provocative spirit of crypto is brought to life in our new, adventure-themed illustrations. As you move around our site, allow your eyes to linger and get lost in the beautiful and quirky illustrations.

Are you ready for us, consumer market? Since 2013, we’ve been one of the most popular places to buy, sell, or trade crypto. A popular segment for us has always been pro traders who wield our advanced trading features and charts to turn profits. Our plan has been and will be to always keep our traders top of mind while expanding our appeal to all other segments and markets. In particular, we have known that our brand, personality and company mission have great potential in resonating with the consumer market. We haven’t been shy about stating our purpose. Kraken is here to pave the way for mass adoption of crypto and digital assets so that everyone can have financial freedom and inclusion. You will see our tone of voice, look and feel, products, UX, and interactions become more approachable, streamlined, easy-to-consume, and more cool and fun. Crypto is really freakin’ cool after all. It’s about time that the world knows this, too

Kraken will continue to evolve. Expect more improvements made and illustrations added to the website, as well as advancements in trading interfaces and products, like [insert trade.kraken.com link]. Go to our blog to learn more about our rebranding efforts.
Now you’re prepared for your crypto journey. Go to Kraken and get pulled into the intoxicating adventure that awaits you.

Thank you for choosing Kraken, the trusted and secure digital assets exchange.

The Kraken Team

they wrote a very long email and when I go to their site I see something that shocked me. they must have drunk something that affected their head. It is not possible that this is your new look, it is very ugly and looks like an art gallery. I hope they change and put something that is very good and that transmits seriousness

[squatter]

I didn't like this new rebrand at first. A little childish... The old visual looked more serious.

Got that image from their website, just clicked the link you submitted

It's obvious they're not chasing the institutional market with this animation. They're definitely targeting retail buyers with this rebrand -- millennials and younger, from the looks of it. I'm not crazy about the animation but I found their previous interface sort of cold and boring, so I don't mind the change.

[harizen]

Kraken rebranding – do you like it?

Although the rebranding (layout,designs etc.) didn't really have a sort of "direct" involvement in crypto environment and surroundings (well as far as my own view is concern), I see no big deal to that.

More importantly, the service and security are some of the main things that users/customers is looking to. Satisfactory ratings to this exchange is currently good so they should have to maintained it and improved at the same time while time passes by.

[bitbollo]

Kraken design was really minimal, similar to a web-site from 90'.
But it is a good exchange, really easy to use and trusted.
 
I think they will do well, even with this rebranding.

[sheenshane]

Kraken design was really minimal, similar to a web-site from 90'.
But it is a good exchange, really easy to use and trusted.
 
I think they will do well, even with this rebranding.

I also noticed that mate, well for me, the new brand is interesting since they use a different color than the other financial technology company. I like the way they use a bolder color and it seems fun as well. If I were new to trading and will get into the site of Kraken, I would think that trading is something I can play with and will have fun with. It would get the attention of the people especially the people in the millennial generation and post-millennials. I like the way Kraken also had some effort to rebrand for the consumer's sake. Good job for you Kraken!

[joniboini]

This is not a rebrand, this is more like an update on the visual style or maybe we can call it "redesign"?

I like the way they use a bolder color and it seems fun as well. If I were new to trading and will get into the site of Kraken, I would think that trading is something I can play with and will have fun with. It would get the attention of the people especially the people in the millennial generation and post-millennials.

They'll soon realize that trading is painful, requires a lot of time and work, read many news/analysis tools, and more importantly, harder than taking a pic and upload it into Instagram. But hey, at least you can ease your stress by seeing the color even though you're in loss.

[nc50lc]

It's obvious they're not chasing the institutional market with this animation. -snip-

Or they've just outsourced a Graphics Artist just like everyone else;
I mean it's not a bad thing but IMO, in majority, the eyes of the public doesn't like quirky display of characters.
Colors are in a different criteria though.

They're definitely targeting retail buyers with this rebrand -- millennials and younger, from the looks of it.

Yes they do:

Are you ready for us, consumer market?

I think, they are trying to achieve what "Stake" (gambling site) had done, it's a gambling site but the design is colorful, cute & rounded. High rollers don't mind it and young adults got hooked from it (the quirkiness).
It may work on an Exchange and hopefully, it wouldn't scare away millions of their 4,000,000 clients.

This is not a rebrand, this is more like an update on the visual style or maybe we can call it "redesign"?

A Brand is basically the "look" including the name, so... it was a rebrand although they didn't changed it.

[OmegaStarScream]

I do like everything new they did except the trading interface which I guess the most essential part. I'm not saying that the old was better, but If we compare the pages of the first page, blog etc. (before and after) and the trading interface, it seems like It's not that much different.

[gentlemand]

Did I miss something or is the basic UI exactly the same? The only difference I can detect is the jolly picture up top.

I've been using it more and more and liking it but the UI definitely feels rather more retro than other sites.

[figmentofmyass]

Did I miss something or is the basic UI exactly the same? The only difference I can detect is the jolly picture up top.

I've been using it more and more and liking it but the UI definitely feels rather more retro than other sites.

it's been a while since i'd opened kraken, but yeah it seems like there were no real changes to the trading front end.

i don't mind it either, tbh. i prefer a simple trading interface like this. my all time favorite among crypto exchanges was btc-e, so that should tell you something.

[BitHodler]

I do like everything new they did except the trading interface which I guess the most essential part.

They were better off allocating resources to have their trading engine become faster rather than make some insignificant UI changes. It's probably one of their shareholders pushing it through.

I really wonder how they will operate during the next bull wave, because what they put their users through in 2017 and even a part of 2018 was just ridiculous. Totally not something you expect an exchange this large to struggle with.

Another thing is that most of the trading activity is automated, so there isn't much that will bother traders if the UI looks old and not that attractive. Fast trading engines is all that matters....

[LeGaulois]

I honestly prefer the old design, (I often prefer ugly websites btw) the current one hurts my eyes, glad I don't need the homepage because I can't even watch it more than few seconds. I start to feel bad the same when someone plays video games, I get sick in a few minutes with headaches

@BitHodler
The trading engine improved a lot, it's faster than during the time Kraken had technical problems.

[gentlemand]

I really wonder how they will operate during the next bull wave, because what they put their users through in 2017 and even a part of 2018 was just ridiculous. Totally not something you expect an exchange this large to struggle with.

Another thing is that most of the trading activity is automated, so there isn't much that will bother traders if the UI looks old and not that attractive. Fast trading engines is all that matters....

They drop the occasional clue that reveals how strong they are in terms of staff and funding. I expect them to be going strong longer after many others have crapped out.

I guess the real test is their engine under times of large and extended demand. This upgrade was introduced after the bubble peak. I haven't heard any moans about it since the new one was introduced unlike constant moans previously.