We strongly want a lime green and white palette. This is a "fresh/clean" look, stands out against a backdrop of mostly blue logos and has a subtle nod to green as a colour of money.
Major competitors: Kraken.com, Gemini.com, Gdax.com, Bitfinex.com, Bitstamp.net, Bittrex.com, cex.io.
Key differentiatiors for Zapple versus many competitors will be high levels of client fund safety and compliance. We also to want the branding to be appealing to traditional financial services and trading companies. Gemini.com are the only other competitor we feel express this.
There are three attached samples all done in-house and can be used as reference for ideas or thrown away. The design with many lines coming into a centre green ball that looks a little like an atom's orbit is designed to show our exchange at the centre of financial flows. The hand-drawn one that looks like a logo on a credit card is a scribble effect that we tried for an earlier concept.
The final attached sample is based upon the concept of "trading pits" incorporated into the logo. We're not wedded to any of these in particular but they may give some inspiration.
This logo will be for integration into a website and almost all logo usage will be online - so sizing and proportions need to be suited to that. Most users will be accessing via a laptop/desktop but there will be some mobile usage. The logo will see some use in advertising, letterheads, e-mails and business cards but this is very much secondary to its usage on a website.
Successful completion of brief has potential for more work covering additional artwork for Zapple but also a full re-branding of parent company and two other software platform child companies (all financial software related).