Galaxy
The Challenge
Founded by visionary investor Mike Novogratz to build a bridge between the crypto and institutional worlds, Galaxy played a pioneering role in connecting institutions and entrepreneurs to the crypto economy. Having achieved its initial mission, Galaxy soon realized the brand was falling short of the company’s growing capabilities, future ambitions, and evolved mission.
The Solution
This project was a major focus of my work in 2022. I started with logo concept design and logo animation (above), I also established the details of icon design, created new illustrations, and became a visual design lead in this project. Alongside the Pentagram team Jen, together with the team, we enhanced the visual assets and finalized the guidelines.
Credit on Pentagram Design Blog
Logo Concept
The new identity revolves around a new logo. Crafted from the elemental forms of a square and circle, it represents the combination of the blockchain combined with the open and endless potential of Galaxy.
The image below shows the explorations I studied based on squares and circles, to study the magic of the negative space and positive space.
Blockchain
Square / Rectangle
Galaxy / Crypto
Sphere / circle
The Symbol
These shapes suggest the abstracted helmet of an astronaut, evoking all the roles the company plays in the crypto space––explorer, guide, technologist, and guardian. In the universal spirit of Web3, the symbol can be modified into infinite permutations to represent all the people who will be a part of the future Galaxy is building.
The helmet animation I created to visually convey the concept.
Icon Design
Based on the forms of squares and circles, to study the negative and positive space, I created the icon styles that became a guide for the design team, together, we designed all the icons here for various purposes.
Before
After
Asset Management
Investment Banking
The Grid
Elemental shapes can be generated in a variety of forms based on a grid. These forms can be applied to three areas of the helmet — the sides, corners, and top.
The guidelines I established that included in the final style guide.
Spot Illustrations
The geometric shapes extend into networks of interconnecting graphic components that illustrate the concepts and technologies behind crypto and blockchain.
I established an illustration style with components, add-ons, and a color system, based on the circle and square shapes from the initial concept.
Perspective Illustrations
My knowledge of painting and 3D perspective drawing allowed me to create a 3D grid that can render more complex content. The following motion demonstrates how it works.
Crypto Subject Illustrations
The illustrations also represent Galaxy’s platform solutions and complex crypto subjects across communication touch points.
Based on the business servers, All the illustrations here were created by me.
Trading
Custody
