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Infinity's Brand Refresh

Jun 9, 2023


In Q4 2022, alongside a number of enhancements to our broader website and product, we decided to revisit our brand identity including the core product’s colors and typography. Reinforcing our mission to reinvent permissionless finance for institutional usage, we are excited to unveil a refresh of our brand to further strengthen our commitment to a sustainable future for Decentralized Finance.

Here are some of the key changes:


Our new and modern logomark comprises of 2 solid rings or tokens coming together to form an infinity symbol while also loosely resembling a link in a chain in reference to blockchain foundations our platform is built upon.

It was important to ensure that our new logo was direct, clear and impactful for the long term and that both the digital and physical application of the logo were essential considerations when designing our new logo to suit all mediums.

The wordmark has evolved to use a bold and modern sans serif typeface, while the logo itself is made up of strong geometric shapes free of any gradients or visual noise ensuring clarity in any context.

infinity new 2023 logo


Our new primary brand colors consist of the following:

Navy Blue: A classic and timeless navy blue that represents integrity, trust and professionalism.

Gold: A subtle shade of gold that symbolizes the significance and responsibility of managing trillions of dollars worth of assets.

infinity new colors


In the spirit of open source, our brand typography utilizes Spectral and Inter font families which balances utility, function and clarity in legibility.

Inter is a typeface carefully crafted & designed for digital screens featuring a tall x-height to aid in readability of mixed-case and lower-case text.

Spectral is is a new and versatile serif face that offers an efficient, beautiful design that’s intended primarily for text-rich, screen-first environments and long-form reading.

Core principles and values

As a key constituent in the DeFi space, we feel it important to convey what we as a company and team represent and what we strive for - a more open, transparent and efficient on-chain financial market. Together with our branding refresh, we are establishing our core company principles and values of:

  • Excellence
  • Dependability
  • Collaboration
  • Innovation

Final words

We are excited to be part of bringing forth a platform which truly enables a next-gen DeFi platform with stability and transparency as the key tenets.

Our branding will gradually rollout across our marketing, social media channels and the core platform in the coming weeks post this announcement.

Infinity. Ahead of the Curve.

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