The decentralized exchange aggregator 1inch has officially announced a comprehensive rebranding during the TOKEN2049 conference in Singapore. The initiative introduces a refreshed visual identity, updated communication style, and a new website address — 1inch.com.
According to the 1inch team, the rebranding reflects the project’s ongoing mission to simplify DeFi and make it accessible for mainstream adoption. From DEX aggregation and intent-based swaps to seamless cross-chain solutions, every step 1inch takes aims to enhance the user experience.
The company also emphasized its expanded SaaS model, which allows major players such as Binance, Coinbase, Ledger, MetaMask, and Trust Wallet to integrate 1inch’s non-custodial technology for efficient swaps.
Co-founder Sergey Kunz highlighted that the future of DeFi is closely linked to traditional finance—not through centralization, but by bringing traditional financial systems on-chain. “This rebranding signifies maturity while staying true to our mission: empowering self-sovereign solutions and connecting blockchains, protocols, projects, and users to unlock DeFi’s full potential,” Kunz said.
Another co-founder, Anton Bukov, added that 1inch and DeFi have already demonstrated the ability to create a more transparent, efficient, and globally accessible financial system. The project now aims to responsibly scale its infrastructure to attract more users and on-chain assets.
The new visual identity embodies simplicity, sophistication, and maturity—showcasing a product that “just works” while highlighting the complex technology behind the scenes.
1inch’s name remains unchanged, inspired by Bruce Lee’s legendary “one-inch punch,” symbolizing precision, coordination, and efficiency. The company now positions itself as a unifying force in the fragmented DeFi ecosystem, enabling different blockchains and protocols to work together seamlessly.
The rebranding also reinforces 1inch’s commitment to security and trust, including compliance with ISO 27001 and SOC 2 standards, and aims to elevate user experience through optimized design, robust risk management, and cross-chain connectivity. In essence, this transformation marks a new chapter in 1inch’s journey as a DeFi pioneer.
