Bakken & Bæck brings flow and clarity to crypto accounting with its identity for CoinTracker

WServing over 2 million users, CoinTracker’s evolution from a startup in 2017 to an industry leader has positioned it as a key player in crypto accounting. Reflective of an increasing demand for reliable crypto tax solutions, this growth led them to find fresh ground with a new brand and website and develop an industry-leading B2B digital asset accounting product, CoinTracker Enterprise, with the help of technology-driven design studio Bakken & Bæck. CoinTracker promises more than just software, it strives to provide genuine peace of mind. The platform enables users to focus on what truly matters, streamline their processes, and navigate complexity with remarkable ease. This is succinctly captured in the brand concept – “Crypto accounting in perfect flow.”

Collaborating with CoinTracker’s design team, Bakken & Bæck used this brand positioning to shape the visual direction, concentrating on achieving a balance between usability and simplicity, while steering clear of the drawbacks associated with crypto/web3 and SaaS identities – the intersection at which CoinTracker operates. “We saw an opportunity to differentiate CoinTracker’s brand and convey that CoinTracker provides tangible value for real people today,” the studio tells us. “So we aimed for something clean and grounded, but with personality – a brand that wants to make crypto tax filing feel stress-free and approachable.”

For instance, Ibrahim Rayintakath’s vibrant illustrations – characterised by diffused textural gradients, soft hues, and captivating narratives – enhance the appearance, creating, as Senior Brand Designer Oliver O’Callaghan notes, “a stark contrast to the traditionally cold, corporate feel of financial services.”

The new identity features a logo depicting interconnected, flowing shapes with sleek lines, aimed at conveying trust, security, and clarity. Created to enhance the logo’s smooth contours, the custom typeface CoinTracker Pro is equally sleek and contemporary, designed for lasting use. Based on the NB International typeface, it “helps sharpen focus” for users thanks to its high legibility, “which is crucial for a brand where clarity in numbers, reports, and UI elements is key.”

The identity’s clutter-free guiding principles are translated into the brand’s product, with clear navigation and thoughtful visual hierarchy creating an effortless user experience. “We wanted to make the experience enjoyable through clear typography, smooth interactions, and a stress-free workflow, elevated by a combination of animated product graphics and Ibrahim’s refreshing illustrations,” O’Callaghan concludes.