Today, we are unveiling Mean’s new brand identity to reflect our maturity and the growth of our mission and products. With this new identity comes a much more refined logo, color palette, and symbolism that paves the way for the future we are building. 

We believe that, while the crypto ecosystem with its NFTs, collectibles, meme coins, and degen activity should be a great fun and inviting space for everyone, the same does not apply to Custody and DeFi verticals. As we invite the world to bring their capital on-chain, we must reflect the same spirit of sobriety individuals, families, and organizations take towards their money and assets. We take the security around self-custody and access to DeFi with extreme seriousness and sobriety; hence, we are revamping our brand to reflect this commitment. 

We established Mean Finance to accelerate the world’s transition to decentralized finance ecosystems and bring economic equality and opportunity to individuals and organizations everywhere. Since we began our work, we’ve serviced over 200k users and 100+ organizations and processed over two billion dollars in volume. All these are 100% pure, decentralized, permissionless, and censorship-resistant fashion. 

Why crypto, why DeFi, why Mean?

As it turns out, free-market capitalism is a great system for organizing the world's resources and moving humanity forward.

The rules of the system are solid both in theory and practice and have been proven to work well in societal constructs where they are unrestricted and can run free (i.e., the US). However, since conception, these free market principles have been challenging to extend equally across cultures, countries, and borders everywhere in the world.

While we certainly believe nobody should be forced to play by these rules, those who choose to should have untethered access to the free markets with the same access and conditions as anyone else who also wants to play (and there are many of us). However, this is still not possible in today's reality.

There are two reasons why the world hasn't been able to adopt these rules:

1. Overly restrictive governments and ideologies against free-market capitalism (i.e., dictatorships, communism, etc.)

2. Lack of technological advancements to give access to everyone around the world.

Sadly, #1 remains a challenge, but the world has made phenomenal advancements in #2. The internet first brought communications on a global scale, and most recently, crypto pushed us forward in bringing global consensus and agreement over resources online.

We believe that bringing the economic freedom and access now available through #2 has a high probability of disrupting #1 in a significant way for mankind, and at Mean, we are betting our lives on it. More specifically, we want to accelerate it by building the tools and infrastructure that make it more accessible with lower barriers of entry for everyone. 

We are crypto people, software people. We are finance people, economists, and philosophers. We are internet people. We are freedom and decentralization maxis. What we do on a day-to-day basis is build UX-centric decentralized finance products and protocols that help to move our mission and agenda forward: serious DeFi products, the kind that brings access to freedom to people and organizations everywhere.

We partnered with the talented folks at the world-class design Relate Studio for this rebrand. We worked closely since the beginning, going through countless iterations and discussions to zero in on the goals for this new look. We couldn’t be happier with the results. They truly nailed it, and we are eternally grateful to the team at Relate Studio.

“It was an absolute pleasure working with Mean. Their inspiring mission and ambitious goals deeply resonated with us, sparking a creative synergy that made this project especially rewarding”

— Arseniy C., Co-founder of Relate Studio

We are excited for you to meet the new Mean Finance, a brand new (more sober) look with the same mission and a new promise.

A full brand book with assets can be found here, and the highlights are below.

Symbol

Inspired by our ideals to bridge the gap between fiat and crypto and our core values anchored in DeFi and Web3, the new Mean identity is presented with the spirit of bridges that connect these two worlds and archway passages that invite people into the world of crypto and DeFi. 

The new Mean identity is more sober, calm, trustworthy, elegant, and timeless and continues to be approachable and memorable. 

Lettermark

The Mean lettermark has been redesigned with a rounded and expressive custom-made typeface, extending the iconic identity of the logo.

Colors

Red remains our primary color, supported by black and white with different tones and complementary colors that maintain the sobriety and impact of the Mean identity.

Typography

Poppins Medium is our primary typeface. It is based on pure geometry, particularly circles, further reinforcing the ideas of bridges and archway passages.

Looking ahead

Although we have a new look and feel, you can expect the same great experience out of Mean Finance protocols and apps. We’ve been through bears and bulls and are here to stay and keep building amazing experiences to onboard the world onto crypto. 

The first two years helped us build a solid foundation and grow a strong backbone. The following two years are about growth, building on that foundation, and bringing new experiences for individuals, families, and organizations so they can all use DeFi with a far better experience than the fiat banking system.