ShapeShift, a veteran of the bitcoin industry, is preparing for a major re-branding of its instant cryptocurrency exchange platform. As part of this process, the company is starting on Monday a closed beta test of the new site.

The head of the company, Eric Vorges, made a statement during the ETHDenver conference, which takes place these days in the capital of the state of Colorado. The company has made additional announcements on its official website during this week.

In preparation for a new year and ShapeShift's new platform, yesterday we released our new brand. Medium on the Details @ShapeShift_io https://t.co/KqKp0kz2SG

– Erik Voorhees (@ErikVoorhees) February 14, 2019

In particular, ShapeShift changes the company's visual logo, fonts and color set, but its main mascot – the fox – remains.

"Why is the fox?" Foxes are usually subtle creatures. Pomp is not their style. They prefer to remain inconspicuous and prefer cunning to brute force. In Celtic mythology, the fox is revered for its wisdom … and they consider it its guide to the world of spirits, ”the company’s blog says.

Eric Vorges gives additional details on the future philosophy of ShapeShift, and it really deserves attention – at least from an aesthetic point of view. The slogan “Beauty in Chaos” sounds bright for the cryptocurrency industry at the moment, which, frankly speaking, is a little bit frozen in conditions of cryptozyme and is clearly lacking in creativity.

One of the close cooperation ShapeShift takes place with the manufacturer of hardware wallets KeepKey, which the company acquired in the summer of 2017. At the moment, devices are offered at a reduced price, in addition, KeepKey announced a partnership with MyEtherWallet.

?? This integration is a game changer! Your keys of offline Store & sign Transactions with your #KeepKey The while using the @myetherwallet 's interface to the send, the receive & view your #ETH tokens (Including Those not yet supported by @cryptokeepkey ). Learn more here: https://t.co/6VS0HGt5sO pic.twitter.com/3f8dpH4DDD

– ShapeShift.io (@ShapeShift_io) February 15, 2019

Intriguingly look the latest entries Emily Coleman, CMO ShapeShift. In particular, he draws attention to the fact that the company's employees appear on the laid out photos in the image of unicorns, hinting that the capitalization of ShapeShift may soon (if it has not already happened) exceed $ 1 billion.

Sh ape ape ift ift great crew crew great great great great great great great great great great great great time time time ? ? ? ? ? ? ? ♦ pic.twitter.com/PasuhAFcZP

– Emily Coleman (@EmilyEColeman) February 15, 2019

“The new brand symbolizes a deeper focus on what is happening. We love beauty in chaos, but we also understand that this is a crazy and constantly changing industry. This means that we need to work a little more hard to make our brand understandable to people, ”added Eric Vorges.

In any case, it will be curious to follow the further development of events around the company, especially considering the recent news – a large staff reduction , accusations of involvement in money laundering and, of course, the AML / KYC rules introduced on the platform.