Decentralized exchange (DEX) aggregator 1inch announced its rebranding during the TOKEN2049 conference in Singapore. As part of it, the project unveiled an updated visual and communication identity, as well as a new website address — 1inch.com, the company told Incrypted.

“This rebranding is the next step in 1inch’s mission to simplify DeFi and make it ready for mass adoption. From DEX aggregation and intent-based swaps to seamless crosschain solutions, every step 1inch took was aimed at improving the user experience,” the press release said.

In addition, the team noted that 1inch’s expansion of its SaaS model means that its innovative non-custodial technology is now widely integrated across the industry, with major players such as Binance, Coinbase, Ledger, MetaMask, Trust Wallet and others using it to provide swaps.

1inch co-founder Sergey Kunz noted:

“The DeFi sector will soon be inseparable from traditional finance. But that doesn’t mean centralization, it means traditional financial systems and users going online. The rebranding of 1inch symbolizes maturity, but not a change in mission. We remain focused on creating independent solutions and on bringing together the blockchains, protocols, projects and people that are shaping this space,” to unlock its full potential.”

Anton Bukov, another co-founder of 1inch, said that 1inch and DeFi have already demonstrated the ability to shape a more transparent, efficient and globally accessible financial system. In his opinion, now is the time to responsibly expand this framework to a wider audience by bringing more assets and users into the onchain environment.

The press release notes that 1inch’s new visual identity should reflect simplicity, grace and maturity. It’s about the simplicity of a product that “just works” and doesn’t get in the user’s way, while at the same time the elegance of the technologies that make it work “under the hood.”

The team also emphasized the importance of 1inch as one of DeFi’s founding projects, which today sets the tone for integration, risk management and partnerships with large institutions.

As part of the rebranding, the 1inch name remains unchanged, the statement said. It was inspired by Bruce Lee’s legendary “one-inch punch” — a movement based on precision, coordination and economy, the project said.

“But modern (and future) DeFi demands more. And so 1inch has taken on a new role: unifying a growing but often fragmented environment,” the company emphasized.

Understanding 1inch’s future focus

In addition, the press release says that 1inch aims to unify DeFi into a single system, because when it works as a whole, all participants benefit. The company is setting the stage for the next phase of decentralized finance, viz:

unifying the fragmented space. Different blockchains, protocols and tools are not always compatible with each other, however, thanks to crosschain solutions 1inch creates a “connective tissue” that allows all components to work as one, the team noted;

balance between freedom and connectivity. The company said that self-control over assets remains a key principle of DeFi, however, freedom becomes greater when combined with connectivity. According to the project team, the new 1inch brand is designed to reflect just that balance;

raising standards of security and trust. As part of the transformation, 1inch is undergoing ISO 27001 and SOC 2 certification — internationally recognized standards for information security and data protection;

improving the user experience. The project team noted that the user experience is the result of deep integration, thoughtful design with a focus on security and performance optimization. This includes:

• better courses and fulfillment for both B2B and B2C users;
• security through comprehensive hacking and fraud protection and advanced risk management;
• infrastructure that keeps the DeFi world connected and evolving.

The company summarized that the rebranding of 1inch signifies not only a visual transformation, but also a new chapter in the company’s history.