Brand & Design System
Design System
& Brand Guidelines
Powering the future of capital markets. One coherent visual language across product, deck and communication.
01 · Who we are
Brand foundation
21X is a regulated DLT market infrastructure — institutional by nature, modern by design. The visual language is precise, quietly architectural and confident: light glass surfaces, deep ink text, and a single signature blue gradient lifted straight from the logo’s “X”.
Positioning
Powering the future of capital markets
Europe’s first regulated DLT trading & settlement venue.
Personality
Institutional · Precise · Forward
Trustworthy like an exchange, sharp like a fintech.
Voice
Clear, declarative, short
One idea per statement. No jargon padding. Confident, never loud.
02 · Identity
Logo
The 21X wordmark is the core asset: black numerals with the signature gradient “X”. Use it as the primary identifier — black on light, white on ink. Keep clear space around it at least equal to the height of the “X”, and never below 96 px wide on screen.
Variants
Primary · Flat
Default. All product, deck & document use.
Reversed
Dark backgrounds & imagery.
Misuse
Don’t distort
No stretching, skewing or rotating.
Don’t recolour
The X gradient stays blue. Never magenta or other fills.
Do — black on light
Maximum clarity.
Do — white on ink
Reversed, gradient X kept.
03 · Colour
Colour
The core brand colour is blue, anchored on the two logo-gradient stops — deep #2B5CA8 and sky #1DACE4 (outlined below) — extended into a full scale. Cool-leaning inks carry all text and structure. Magenta is a single secondary accent, never a co-primary.
Brand blue
Ink & neutrals
Secondary — magenta
Signature gradients
Semantic & market
04 · Typography
Typography
One family everywhere: Grandview, a humanist DIN-derived grotesque. Headlines run tight and bold; body runs regular with a comfortable measure; numerals use tabular figures for trading data. Emphasis uses Bold, not colour — unless it carries semantic meaning.
Type scale
05 · Imagery
Imagery & backgrounds
The signature backdrop is a light, faceted “glass” surface — cool, architectural, almost weightless. It carries the headline-highlight motif on hero and section moments.
Europe’s first regulated DLT venue
