KuCoin Celebrates New Brand Identity with Trust as a Foundation for Crypto Success

KuCoin's Transformation: A New Identity Built on Trust

On October 1, 2025, KuCoin, one of the most prominent crypto platforms globally, revealed its invigorated brand identity, signaling a milestone in its journey towards fostering trust in the crypto space. The brand mantra, "Trust First. Trade Next. Trust Is The Only Currency We Trade In," embodies this transformation.

Celebrating its ninth anniversary, KuCoin has evolved from its inception in 2017 as the go-to crypto exchange for the masses to a reputable partner in the crypto industry. The platform now serves over 40 million users across more than 200 countries and regions, showcasing its growth and commitment to security and transparency.

BC Wong, CEO of KuCoin, emphasized the integral role of trust within the company's ethos. As the platform transitions from being known as the People's Exchange to a trusted crypto ally, it maintains its promise of reliability and commitment to empowering users in navigating the complexities of cryptocurrency trading. Wong stated, "This new identity reflects our dedication to empowering users with the confidence to navigate crypto and the future of finance."

The rebranding also introduces a sleek new logo crafted on a meticulous grid system, balancing circular arcs with straight lines to suggest security and precision. The vibrant green color that accompanies the logo symbolizes technological innovation and the unwavering commitment to user protection, ensuring that the brand resonates with its core values.

A significant highlight of this brand refresh is the partnership with world-renowned golfer Adam Scott, who has been named Global Brand Ambassador. The tagline, "Swing Into Trust," captures the essence of Scott's character, underscoring values like integrity, resilience, and discipline—qualities that KuCoin strives to embody in its operations. Just as Scott has demonstrated remarkable consistency in his performance under pressure, KuCoin aims to maintain rigorous compliance and innovative solutions to address market challenges.

In addition to the visual identity overhaul, KuCoin has released a new brand film designed to poetically illustrate trust as the foundation of growth and stability. Depicting a serene dawn surf session, the film captures the poignant relationship between a father and son as they navigate the ocean's unpredictable waves. This narrative not only showcases vital life lessons like timing, balance, and courage but also integrates the KuCoin app as a symbol of financial steadiness, reinforcing the brand's commitment to helping users make informed financial decisions.

The father-son bond depicted in the film reflects the journey of personal and financial growth that KuCoin advocates, positioning itself as a reliable partner throughout users' crypto experiences. The refreshed branding aims to enhance accessibility for a diverse global audience and serves as a beacon of reliability in a frequently volatile market.

Since its inception, KuCoin has garnered recognition for its reliability in the crypto arena. The platform offers access to over 1,000 digital assets, ensuring a seamless and secure trading environment while also providing innovative solutions like Web3 wallet, Spot and Futures trading, and institutional services. KuCoin's commitment to security has earned it accolades, including recognition as one of the Best Crypto Apps by Forbes and a Top 50 Global Unicorn by Hurun.

With its new brand identity and strategic partnerships, KuCoin is poised to solidify its status as a trusted resource in the constantly evolving landscape of cryptocurrency. As the landscape continues to shift, the company is dedicated to developing compliance, fostering innovation, and maintaining a user-centric approach in all its initiatives.