Grayscale Investments, the world/u2019s largest crypto asset manager, is unveiling a new brand identity that reflects the firm/u2019s decade-long evolution, as well as its future-forward commitment to investors./u00a0Created by IPG creative company/u00a0Elephant, the rebrand coincides with the 10th anniversary of both the firm and its flagship fund, Grayscale Bitcoin Trust (BTC). Grayscale/u2019s business was built embracing U.S. financial rules and regulations, underpinned by one fundamental belief: investors deserve transparent, regulated access to crypto. Since 2013, Grayscale has spearheaded digital asset investing and is proud to have grown GBTC into the world/u2019s largest Bitcoin investment vehicle.

Elephant partnered with Grayscale to reimagine their brand as the modern asset manager, including a new vision, strategy, and ways of communicating its legacy and expertise with investors.

"In an industry that evolves as quickly as crypto, we are focused on ensuring that our company and our brand is recognizable and lasting,/u201d said Seres Lu, Grayscale VP Marketing. /u201cAs Grayscale celebrates our 10th birthday, we have an enormous amount of pride in what we have already built, but in many ways feel like we're just beginning to fulfill our ambitions. We feel that our new branding, designed in collaboration with Elephant, better represents who we are today, and has the ability to scale with us into the future."

Elephant set out to define a truly ownable brand for Grayscale, one that celebrates Grayscale/u2019s core values of expertise and transformation while standing out among newer crypto brands and traditional financial institutions.

/u201cOur approach was to bring the principles of atomic product design to a brand system. We created brand design components that are flexible and interchangeable to allow the brand and communication to easily and quickly flex at the speed of finance,/u201d said Chris Hayes, VP Product Design at Elephant.

Elephant articulated the brand vision as /u201ccreating a share of the future for everyone/u201d /u2013 rising above the dark web of crypto companies and the stale exclusivity of other asset management firms. They brought this strategic vision to life through the following elements:

Hayes continued: /u201cWe ultimately codified this identity into a highly flexible brand platform that expresses the company/u2019s new vision and creates consistency across applications and touchpoints to reinforce the distinctiveness of the brand./u201d