I’m a huge fan of the new logo / system, for a few initial reasons:
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Visuals / taste : Putting this first even though it will obviously vary from person to person. I really like the style of the new logo. The vector work is really well done and it’s certainly non-trivial to make something like this. On top of that, I think the nod to medieval / heraldic imagery stands out amongst crypto brands in a way that feels really cool. I also think it’s pretty clever that the swap icon is embedded in the unicorn, and that the horn is pointing up and to the right. Overall, this just feels a lot more thoughtful than other logos out there.
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Cohesiveness across different entities : I really like that this mark ties together the Uniswap Protocol, Uniswap Labs, and the Uniswap Grants Program through shared use of the common “U” shape. It’s a nice commonality that isn’t too over the top and lets each one maintain a separate identity while still sharing a common link. I also think this general pattern could be scalable over time as additional subcommittees emerge from Uniswap governance.
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Reputability : As Uniswap continues to grow and face regulators, or engage with thousands of new users who trust it to handle their money, I think it’s important for its identity to communicate that Uniswap is a serious protocol that has handled billions of dollars of volume. I think this logo system is sitting really nicely in a place where it feels trustworthy and reputable without feeling lame or corporate. At the same time, it’s visually interesting, is pink, and at the end of the day, is a unicorn. I really like how that’s coming across here. The current/existing logo, for me, doesn’t particularly stand out in any way, and if I’m honest feels a bit like a My Little Pony cartoon, which I can see being hard to scale as a mainstream financial protocol.