Branding Kinto - The L2 for Finance

From the Japanese for ‘golden road’, Kinto is the first permissionless Ethereum Layer 2 network capable of supporting every modern financial institution and decentralized finance protocol. By offering a safer, faster, cheaper network built to the requirements of both DeFi and traditional finance, Kinto provides the most attractive infrastructure for users, builders, and investors from both worlds.

Agency: Rocket Air Creative Director: Brian Hoff Design Lead: Tracy Loi Art Direction and Design: Hanna T. Designer: Mario Ortega

Inspired by the Musubi knot or Musubi-Kiri—a knot that is tremendously difficult to loosen once tied — the logomark at once visually demonstrates the trust and security inherent to the Kinto platform while signifying the inter-connectivity of all users on the blockchain.

The system took inspiration from the lines made in Japanese rock gardens (or Zen Gardens)

The final branding evokes a feeling of serenity and safety. Devoid of too much clutter, the brand system of Kinto makes use of many of the Japanese design principles: Wabi (transient and stark beauty), sabi (the beauty of natural patina and aging), and yūgen (profound grace and subtlety).