Kraken Exchange Redesign

Next logo rebrand design! This one is for Kraken Digital Asset Exchange, a crypto exchange service. Again, my designs are not meant to suggest I have a better solution, but rather, how I would approach the problem. — With regards to the mark itself, I wanted to add a layer of possible complexity to the design. Having the legs extend to a target could possibly represent multiple branches or functionalities of the service (transactions, exchange, etc).

The type of the old logo always gave me mixed feelings. The way the type is sized and spaced never paired well with the logo. The goal was to find a more suited pairing to the redesign, that showcased better balance between type and mark.

Let me know what you think!