# eToro Brand Evolution — Option A: The Financial Intelligence Platform
Source: etoro.clawz.org/brandnew/

## Positioning
"The Smartest Way to Invest"
eToro redefines investing as an intelligence activity — where social insight, market data, and personal learning converge. The brand communicates confidence through restraint.

## Key Metrics
- 40M+ Registered Users
- $931M Revenue (2024)
- $17.5B AUM
- 75+ Countries

## Color System — Refined (Figma DS React Primitives)
Full 050–1000 scale for each semantic group.

### Primary (Green)
| Token | Hex | CSS Variable |
|-------|-----|-------------|
| Primary 050 | #F2FCF4 | --primary-050 |
| Primary 100 | #DEFCE4 | --primary-100 |
| Primary 200 | #B8FFC5 | --primary-200 |
| Primary 300 | #99FFAC | --primary-300 |
| Primary 400 | #6EFF8B | --primary-400 |
| Primary 500 | #1CCF3F | --primary-500 |
| Primary 600 | #0EB12E | --primary-600 |
| Primary 700 | #10A12C | --primary-700 |
| Primary 800 | #206B2F | --primary-800 |
| Primary 900 | #14421D | --primary-900 |

### Neutral (Carbon)
| Token | Hex |
|-------|-----|
| Neutral 100 | #F7F7F7 |
| Neutral 200 | #F2F2F2 |
| Neutral 300 | #E0E0E0 |
| Neutral 400 | #CCCCCC |
| Neutral 500 | #999999 |
| Neutral 600 | #666666 |
| Neutral 700 | #2E3033 |
| Neutral 900 | #1B1E21 |
| Neutral 1000 | #0B0D10 |

### Verdict & Accents
| Token | Hex |
|-------|-----|
| Negative 500 | #F55249 |
| Negative 600 | #D12514 |
| Negative 700 | #BF1100 |
| Accent A | #59AEFF |
| Accent B | #FF8300 |
| Accent C | #B172FF |

## Typography — Figma DS Type System
Built on eToro Variable 0.7. Hierarchy: Display → Heading → Label → Body → Caption.

| Level | Size | Weight | Line Height | Letter Spacing |
|-------|------|--------|-------------|----------------|
| Display Hero | 32px | 700 | 40px | -0.25 |
| Display Main | 28px | 700 | 32px | -0.25 |
| Heading Large | 24px | 600 | 28px | -0.25 |
| Heading Medium | 22px | 600 | 28px | — |
| Heading Compact | 20px | 600 | 26px | — |
| Body Large | 18px | 500 | 24px | — |
| Label Primary | 16px | 600 | 22px | — |
| Body Regular | 16px | 400 | 22px | — |
| Label Secondary | 14px | 500 | 20px | — |
| Body Small | 14px | 400 | 18px | — |
| Label Tertiary | 12px | 500 | 16px | 0.25 |
| Caption Medium | 10px | 500 | 14px | 0.25 |

### Numbers — Financial Data
- eToro Numbers face, weight 620, stretch 84%

Font source: https://marketing.etorostatic.com/cache1/fonts/etoro/eToro-VF-v0.7.ttf

## Logo Evolution
**From bull to brain.**
- Current: Logomark + wordmark with bull horns
- Evolution (Option A): Clean wordmark only — eToro 0.7 Bold. No bull. No icon.
- "The name IS the mark — like Google, Stripe, Goldman Sachs."
- Removing the bull signals the shift from The Hero to The Sage

### Wordmark on backgrounds
- Works on: dark (#0B0D10), green (#0EB12E), light (#F7F7F7)

## Brand Voice
From The Hero (brave, aggressive) → The Sage (wise, confident)

| Trait | ✓ Do | ✗ Don't |
|-------|------|---------|
| Confident | "The smartest way to invest." | "The BEST trading platform!!!" |
| Clear | "Copy top investors automatically." | "Leverage our revolutionary CopyTrader™ technology." |
| Warm | "We make you a smarter investor." | "Maximize your ROI potential." |
| Precise | "40 million investors. One intelligent community." | "Join millions of happy users worldwide!" |
| Forward-looking | "Intelligence, connected." | "Disrupting the industry since 2007!" |

### Tagline Candidates
1. Invest intelligently.
2. **The smartest way to invest.** ★ Recommended
3. Intelligence, connected.
4. Where investors think together.

### Primary Messaging
"eToro is where the world's investors come to make smarter decisions — together."

## Visual Direction
- Abstract data visualizations, clean photography, architectural imagery
- Dark mode as default
- ✅ Do: Clean data viz, abstract light trails, diverse global investors in natural settings, product screenshots on dark backgrounds
- ❌ Don't: Stock-photo traders pointing at screens, excited people staring at phones, green arrows, cartoon bulls, crypto-bro aesthetics

## Component Gallery (Figma DS React)
- Dark-mode-first
- 12px border radius (buttons, inputs)
- Progressive disclosure philosophy

## Current vs Rebrand Comparison
| Aspect | Current | Rebrand (Option A) |
|--------|---------|-------------------|
| Archetype | The Hero — brave, aggressive | The Sage — wise, confident |
| Positioning | "Social trading platform" | "The Financial Intelligence Platform" |
| Logo | Bull horns + wordmark | Clean wordmark only — no bull |
| Primary Color | #13C636 (bright green) | #0EB12E (refined green) |
| Dark Color | #000021 (navy) | #0B0D10 (carbon black) |
| Mode | Light-first | Dark-first (Bloomberg/Terminal aesthetic) |
| Personality | Friendly, accessible, slightly gamified | Confident, intelligent, warm but authoritative |
| Tagline | "Invest and trade with confidence" | "The smartest way to invest." |
| Tone | Casual, energetic | Confident, precise, forward-looking |
| Target Perception | "I'm a trader" | "I'm a smart investor" |

## Rollout Roadmap (18 months, 4 phases)
1. **Phase 1 — Foundation (Months 1–3):** Strategy, identity system, wordmark, guidelines, internal launch
2. **Phase 2 — Digital Experience (Months 3–6):** Redesign etoro.com, app UI refresh, dark mode default, new onboarding
3. **Phase 3 — External Launch (Months 6–9):** Public brand reveal, updated sponsorship creative, "intelligence" ad campaign
4. **Phase 4 — Experience Evolution (Months 9–18):** "eToro Intelligence" features, eToro Wrapped, premium physical artifact, eToro Club tiering

## Design Tokens (Figma DS — Three tiers: Primitive → Semantic → Component)
| Token | Value | Usage |
|-------|-------|-------|
| primary-600 | #0EB12E | Primary CTA, positive indicators |
| primary-500 | #1CCF3F | Active states, highlights |
| primary-700 | #10A12C | Hover/pressed states |
| primary-050 | #F2FCF4 | Light green tint backgrounds |
| neutral-900 | #1B1E21 | Dark backgrounds, text on light |
| neutral-1000 | #0B0D10 | Deepest background |
| neutral-700 | #2E3033 | Cards, elevated surfaces |
| neutral-300 | #E0E0E0 | Borders in light mode |
| neutral-500 | #999999 | Secondary text, placeholders |
| negative-600 | #D12514 | Sell, errors, losses |
| negative-500 | #F55249 | Warning states |
| accent-a | #59AEFF | Informational, links |
| accent-b | #FF8300 | Warnings, attention |
| accent-c | #B172FF | Premium, special features |
| radius-sm | 8px | Small elements, chips |
| radius-md | 12px | Buttons, inputs |
| radius-lg | 16px | Cards, panels |

## Compliance (Unchanged)
### EU/UK CFD Risk Warning
CFDs are complex instruments and come with a high risk of losing money rapidly due to leverage. 51% of retail investor accounts lose money when trading CFDs with this provider.

### Crypto (UK/EU)
Don't invest unless you're prepared to lose all the money you invest.

### Copy Trading
Copy Trading does not amount to investment advice. The value of your investments may go up or down. Your capital is at risk. Past performance is not an indication of future results.

### General
eToro is a multi-asset investment platform. The value of your investments may go up or down. Your capital is at risk.

### Regulatory Entities
eToro (Europe) Ltd — CySEC 109/10 · eToro (UK) Ltd — FCA FRN 583263 · eToro AUS Capital — AFSL 491139 · eToro (Seychelles) — FSAS SD076