A veteran of the bitcoin industry company ShapeShift is preparing for a major rebranding of its platform’s instant exchange for cryptocurrencies. In this process, the company launched Monday in closed beta-testing of the new site.

The head of the company Eric Works made a statement during the conference ETHDenver, which is taking place these days in the capital of the state of Colorado. Further announcements the company made on its official website within this week.

In preparation for a new year and ShapeShift”s new platform, yesterday we released our new brand. Details on Medium @ShapeShift_io https://t.co/KqKp0kz2SG

— Erik Voorhees (@ErikVoorhees) February 14, 2019

In particular, the ShapeShift changes the visual company logo, fonts and color set, however, its main mascot – Fox – remains is retained.

“Why a Fox? Foxes, as a rule, thin creatures. Pomposity is not their style. They prefer to remain discreet and prefer cunning to brute force. In Celtic mythology, the Fox is revered for her wisdom… and I think her guide in the spirit world”, — said in a company blog.

Eric Works gives further details about the future of philosophy ShapeShift, and she really deserves attention – at least from an aesthetic point of view. The slogan “Beauty in chaos” sounds like the least bright for the cryptocurrency industry, which, frankly, in terms of cryptogamy a little pajamarama and clearly lacks creativity.

One of close cooperation ShapeShift happens with the manufacturer of the hardware wallets KeepKey, which the company acquired back in the summer of 2017. Currently available at a reduced price, in addition, KeepKey announced a partnership with MyEtherWallet.

🙌🔐 This integration is a game changer! Store your keys offline & sign transactions with your #KeepKey while using @myetherwallet”s interface to send, 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

Intriguing look last record Emily Coleman, CMO ShapeShift. In particular, notes that the company’s employees appear on photos posted on the image of a unicorn, implying thereby that the capitalization ShapeShift soon (if it hasn’t already happened), could exceed $1 billion.

The @ShapeShift_io crew is have a great time at @EthereumDenver 🦄 come see us at our booth and check out our latest project, get first access to our new brand Schwag and meet our fun crew! ♦ this 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 also understand that this is a crazy and ever-changing industry. This means that we need a bit more hard work on making our brand clear to the people,” added Eric Vorhes.

Will be quite interesting to follow further developments around the company, especially given the recent news of major staff reductions, the charges of involvement in money laundering and, of course, introduced on the platform of the rules of AML/KYC.