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New Logo and Identity for Elliptic by Superunion
 

before

after

Noted Apr. 24, 2018 by Armin

Industry / Technology Tags /

About

(Est. 2013) “Elliptic reveals the truth behind Bitcoin activity. Elliptic’s team of computer scientists and former law-enforcement agents has developed software to make Bitcoin activity more transparent and accountable. Today the world’s largest banks and Bitcoin exchanges use Elliptic software to monitor billions of dollars in Bitcoin transactions every month, and the top law enforcement agencies use Elliptic software to investigate Bitcoin’s role in cases of terrorist financing, arms trafficking, child pornography, and blackmail. Elliptic’s software is recognized in the Bitcoin industry as the standard for regulatory compliance and forensic investigations. Elliptic is based in London, New York, and Washington, DC.”

Design by

Superunion

Related links

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Relevant quote
To communicate Elliptic’s goal of finding the truth in data, the company turned to brand consultancy Superunion for an approach rooted in the forensic company’s capabilities and mission. The visual identity uses negative space typography, inspired by the raw digital look and feel of data lines and the blockchain. This creative concept also mirrors Elliptic’s own search and discovery process, guiding the viewer to locate certain hidden terms - truth, terrorists, guns, ransomware and more - within posters, brochures and other materials. The legibility is deliberately challenging to echo the difficult task Elliptic undertakes and its simple black and white colour palette reflects the seriousness of the issue and the importance of the legal cases that rely on Elliptic’s intelligence.

Superunion provided text

Images (opinion after)
New Logo and Identity for Elliptic by Superunion
Logo.
New Logo and Identity for Elliptic by Superunion
Small-use logo.
New Logo and Identity for Elliptic by Superunion
Custom font.
New Logo and Identity for Elliptic by Superunion
Negative to positive animation.
New Logo and Identity for Elliptic by Superunion
Typesetting.
New Logo and Identity for Elliptic by Superunion
Animation.
New Logo and Identity for Elliptic by Superunion
Various materials.
New Logo and Identity for Elliptic by Superunion
New Logo and Identity for Elliptic by Superunion
Posters.
Opinion

I had never seen the old logo before but that was quite nice. There was something kind of mysterious about the shape of the icon… it’s hard to find super simple shapes that are not circles, squares, or triangles, and that sideways gummy drop thing was cool. The wordmark was nice too. Perhaps its one drawback was that it didn’t feel “urgent” or dramatic as is the case with the whole vibe surrounding bitcoin and the new logo does a better job in feeling dramatic as well as data-ish and block-ish. At small sizes, as you can see in the header image, the logo doesn’t do so well but it’s somewhat cool at large sizes. Instead of doing a filled-in version for small uses I don’t know why they didn’t do versions with fewer and fewer lines as the logo shrunk in order to maintain the lined aesthetic. There is also a custom font that’s pretty wild and adds a tangible sense of decryption to the identity. It’s not easy to read, no, but it’s also not impossible and there is a certain pleasure in being able to read a line. Overall, it’s nice to see something wild and different but still with a slight constrained corporate feel and, hey, it’s not an all-the-colors and geometric-sans project so we all win.

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