KuCoin has unveiled a refreshed global brand identity centered on the tagline "Trust First. Trade Next. Trust Is The Only Currency We Trade In." as it enters its ninth year of operation. The rebrand emphasizes the exchange's commitment to trust, compliance, and security as foundational elements for innovation in the digital asset economy. Founded in 2017 as "the crypto exchange for everyone," KuCoin has evolved into "the crypto partner you can trust," boasting a user base exceeding 40 million across 200+ countries and regions.
The announcement includes the appointment of golf legend Adam Scott as Global Brand Ambassador, aligning the platform's values with qualities of discipline and integrity exemplified in professional sports. KuCoin CEO BC Wong stated, "Trust isn’t just a value at KuCoin — it’s the foundation of our mission. This new identity reflects our dedication to empowering users with the confidence to navigate crypto and the future of finance." The rebrand features a new logo built on a modular grid, combining arcs and straight lines to symbolize balance and resilience, with a vibrant green palette representing innovation and stability.
KuCoin's strategic shift comes amid growing industry pressure for trustworthy institutions, highlighted by its $2 billion Trust Project launched earlier in 2025, focusing on transparency, regulatory compliance, and security. The exchange has secured certifications like ISO 27001:2022, ISO 27701, and SOC 2 Type II, and joined the BitGo Singapore GO Network for enhanced security. However, KuCoin faces regulatory challenges, including a $297 million fine in the U.S. for operating without a license and a commitment to suspend U.S. operations for at least two years. Despite this, it remains a top-tier platform, recognized by Forbes and Hurun, and aims to position itself as a stabilizing force for broader institutional and retail adoption.
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