Case Study: OSL achieves a dynamic, trusted digital asset brand with Pentagram

OSL builds the world’s first insured and SFC-licensed digital asset brand with Pentagram

OSL, a pioneering Hong Kong-based digital asset trading platform, faced a challenge where it was perceived as part of the traditional finance sector, which did not align with its innovative vision. To differentiate itself from competitors and appeal to both retail and institutional investors, OSL engaged the design firm Pentagram to develop a new brand identity.

Pentagram created a confident and energetic brand identity for OSL, featuring a streamlined wordmark, a bold color palette, and a geometric graphic language with 'wave' and 'window' assets symbolizing momentum and opportunity. This cohesive new identity was implemented across all physical and digital touchpoints. The rebrand successfully repositioned OSL as a dynamic and forward-thinking industry leader, energizing its internal culture and receiving positive feedback from clients and partners for its modernity and approachability. Pentagram's work strengthened OSL's market position by blending institutional credibility with a contemporary aesthetic.

OSL