Today we’re releasing an updated brand identity, which includes a new logo, color palette, and fonts. You’ll see the new look anywhere we’re out in public; our website, Discord, and Twitter. We believe the new look better represents the present and future of Rupaya as the cryptocurrency and digital payment platform of South Asia.
Since our founding in 2014 we’ve gone through several logo iterations. Most recently we used the “wheel” logo. The wheel logo, while very iconic, had several key limitations that caused us to look toward new branding. The biggest drawback with the previous logo centered around our inability to use the logo for one color needs. A one color version couldn’t exist because of the intricacies of the artwork. The incredible level of detail also meant that the logo didn’t perform well at small sizes. Together with the launch of Rupaya 5, on a completely redeveloped codebase, it was time for a change.
Our goal was to better represent our values and the users we serve. The design was executed by the advertising agency run by Velk, our head of marketing. We worked to find something that appeared clean, approachable, smart, reliable, friendly, and connected to the South Asia region.
We hope you enjoy the new look and feel for Rupaya. Watch for more updates over the coming days — such as the updated visual design for our new wallet and a brand-new website design — as we continue to look for new and better ways to serve the payment and transaction needs of South Asia.