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Digital Alchemy. Human Experiences.

The Client

Luno (previously known as BitX) makes it safe and easy to buy, store and learn about cryptocurrencies like Bitcoin and Ethereum in the United Kingdom. They believe that decentralised cryptocurrencies like Bitcoin and Ethereum will fundamentally change how the world views and uses money. As early pioneers in this industry, Luno brings this knowledge and excitement to the world.


The Challenge

We have walked a long path with Luno. Previously branded as BitX, a project which we worked closely with them on, they returned to us to work through how to become more of a consumer brand. We were challenged with creating a new logo that unpacks on, and reflects, the meaning of their name (moon) and builds a sense of trust and reliability with their audience.


Our Approach

We unpacked several options in terms of proposed logos. We explored various routes because the keystakeholders did various internal audience testing to ensure we found the best, most appropriate brand to move forward with. We explored simple and clean typography for the below two options by tying the visuals strongly to the name and meaning.


Educating their users

Since its creation in 2009, Bitcoin and many other cryptocurrencies have rapidly gained popularity. Today, all over the world, it’s not uncommon to overhear people chatting about cryptocurrency or related topics. Luno follows a strong ethose of helping to educate users about cryptocurrencies.


Exploring the options

We explored further colours which invoke a sense of trust in users. Blue calls to mind feelings of calmness or serenity. It is often described as peaceful, tranquil, secure, and orderly. It is often seen as a sign of stability and reliability.


Moving out of the brand box

During our strategy and branding process, the stakeholders also wanted to explore a few wildcard options. In our experience, sometimes breaking far away from your current brand zone helps to unblock roadblocks in the process.


Creating brand emotion

While getting closer to selecting their final brand, a key theme came forward which spoke to ‘brand emotion’ and how the user needs to feel when seeing and interacting with the Luno brand. It had to feel approachable, friendly and safe but still progressive. It was at this point that we came to the final logo that Luno moved forward with.


Defining a mark

‘Luno’ is the Esperanto word for ‘moon’. Esperanto is a language devised in 1887 with the main aim of being an international medium of communication, effectively a way to connect everyone in the world through language. Bitcoin is a perfect financial equivalent of this, and in some ways an even better way to connect us all through money, one of humanity’s oldest and most important mediums of exchange.


To the moon

Lastly, “to the moon” also reflects Bitcoin’s grander long term vision. It is meant to create an open and equal financial system that anyone can access from anywhere at any time, free of restrictions or controls. Whether you’re sitting in a penthouse in New York, your backyard in Melbourne, atop mountains in Patagonia or outside your hut in the middle of the jungle, when we all look up at the evening sky we all see the same moon. It is one of the world’s only constants, and in many ways, the world’s one true leveller.

The Final Brand


The UK's fastest growing startup


Trading in 40 countries


Worth of transactions