- 0x protocol has announced that they have dropped the ‘protocol’ and ‘project’ from their name and are now known only as 0x
- They have moved to 0x.org as their new URL
- With help from Bakken and Baeck, they have embraced a sleek black interface and new logo design
0x project dropped some exciting news via a Medium post on the 17th of December 2018.
The first is that the ‘project’ and ‘protocol’ that used to be attached to their name has been dropped and they are now known simply as 0x
“Dropping the “project” and “protocol” from our name gave us an opportunity to look deeply at our brand and how it could better reflect who we are and where we’re headed as an organization,” the announcement said.
This could be seen as 0x wanting to expand their range of projects in the future and not wanting to be limited by their name.
The brand is also moving their digital headquarters to a new URL, 0x.org
This is 0x’s way of “aligning our brand with our values and prioritizing quality and consistency, we will continue to attract world-class talent to the 0x ecosystem.”
0x has made it clear that these new changes and rebranding efforts weren’t a solo mission. They have worked with Bakken and Baeck on the redesign.
For one, their color scheme has been changed from a previous ashy grey to a sleek black which they say will “reinforce our focus on developers and draws a distinction between the user-facing brands and products built on top of the 0x protocol.”
Their 0x logo was, however, kept intact as it is now a very recognizable part of their brand. Illustrations of the various products that can be traded on 0x were illustrated in a circular token metaphor.
The new design is a green logo against a black background and this isn’t a coincidence.
This is made to be reminiscent of the 80s monochrome phosphor display.
“We wanted to pay homage to the early builders and users of the World Wide Web. TCP/IP are critical protocols of the Internet as we know it today, but function behind-the-scenes to the average person.”
To avoid being mistaken as ox, the 0 in their new interface has a slash which contributes to its ‘technical feel’.