Paxful is a peer-to-peer fintech platform built to provide equal access to anyone, anywhere. Paxful enables financial inclusion by giving access to nearly 400 different payment methods to buy, sell, and trade Bitcoin, as well as Ethereum and USDT. Paxful’s mission is to advance a truly global economy by building a financial system that serves the 100%, not just the 1%. Our vision is to bring financial peace to everyone, everywhere.

Not only the company focuses on the final product but also the creation process. From emotions, ideas, and inspirations to the final tangible result, the one that can hold for a long time. Paxful provides everyone with the opportunity to become an investor of oneself, and provide equal access to anyone, anywhere. Paxful enables financial inclusion by giving access to nearly 400 different payment methods to buy, sell, and trade meaning individual opportunities. Hence, the client wanted to be associated with friendliness and nowadays fintech product.

Paxful’s “X” is our mark, our stamp on the world.

Just like an “X” that marks the spot on a treasure map, our “X” represents an unlocked potential—the treasure of a global community that now has access to wealth they’ve never had before. In text, Pax in Latin means “peace”. Our logo consists of a dynamic “X” in two colors written within the full text name of PAXFUL in all caps. Paxful has 4 primary colors, with Paxful Purple being our signature color. The derivative colors can be used interchangeably to provide contrast for marketing graphics and product design—they should never be used as a dominant color.

Simple: Less is more. Our designs are simple and clean to provide clear messaging.

Universal: Our designs are inspired by our global community. We build for everyone—no matter who you are, where you are, or what device you use.

Thoughtful: Our designs are smart, clever, and user-centric. We consider how every design decision affects the larger picture.

Evolving: Our designs are iterative. As the world changes, we change with it.

Our design elements are a set of geometric shapes, inspired both conceptually and visually by the Paxful identity. Though they may look simple, these shapes are carefully designed to represent the entirety of our brand: confident, genuine, and simple. Our design elements are used to create visual cohesion throughout our assets and build brand recognition through a confident identity.

Our photography merges the concept of a financial product with the people, communities and cultures that power it. We’ve focused on creating imagery that doesn’t just showcase our product, but feels relatable and human to our global community of users.

“With a fresh new take on the iconic X, we’ve created an identity that’s purpose-built for the demands of the modern world, while staying true to the brand values and its roots.”

— Brie O. / Creative Director, Paxful

The result is a clean and confident brand that eschews the slick, trendy norms of technology branding in favour of fancy and personality. The visual system boils down what the product does to a simple analogy which can stretch across the required markets and cultures. The strategy and brand engage consumers and merchants, stands out in crowded digital and physical POS environments and ultimately brings together dozens of local e-wallets and financial institutions, positioning Paxful as a truly multinational tech company.