Privacy-focused cryptocurrency ZenCash has announced its official rebrand to become Horizen. The rebranding process is part of the company’s efforts to offer its users better services and privacy technology.
Out with the Old, in with the New
In a blog post published on the ZenCash website on Wednesday (August 22), the blockchain platform announced a comprehensive brand expansion to reflect the achievements of the project since its launch in May 2017. According to the announcement, the brand expansion, with insights from community members, involves ZenCash changing its name to Horizen as well as a new logo and visual imagery.
The brand expansion also involves an elevated focus for its product offerings, including an on-chain treasury voting system and side chains with smart contract capabilities. The platform’s cryptocurrency, Zen, will remain under the ticker symbol, ZEN.
Commenting on the rebranding, Robert Viglione, Horizen President and Co-founder, said,
“The ZenCash project has greatly evolved since its inception more than a year ago, and it’s now time to expand our brand to more accurately reflect our mission to promote the fundamental human right of privacy worldwide…The Horizen brand completely embodies our technically-innovative mission and the sentiments of our community — we are a visionary privacy platform in which people can believe and to which they can belong.”
The Horizen brand expansion had support from New York City branding and marketing firm, BrandTuitive. The firm has a client roster that includes national and global brands such as Nespresso and Episcopal Relief and Development. During Horizen’s branding process, BrandTuitive conducted extensive research with the community, including miners, investors, employees, and node operators.
The effort by the firm led to the new positioning, name, messaging, and visual identity for the project. The new name, Horizen, reinforces the project’s forward-thinking and visionary mission to ensure responsible privacy for its users.
Reasons for the Cryptocurrency Rebranding Exercise
The brand expansion is to enable real-life uses apart from peer-to-peer transactions using the ZEN cryptocurrency. According to Finextra, part of the reason for the rebranding was to feature a treasury voting system designed to enable community members to vote on various issues, including resource allocation for work proposals.
Horizen has plans to research and develop a ZenVault wallet, blockDAG protocols for increased scalability, and ASIC mining resistance.
According to Rolf Versluis, Horizon Executive Advisor and Co-founder, the company’s strength lies in its vastly engaged community. In collaboration with the community and its technical partners at IOHK and Infopulse, Horizen’s brand expansion seeks to deliver new product services, improve its platform, and enable personal freedom and privacy.
In August 2018, ZenCash announced it would reveal its new brand on August 22, with a new name, logo, and project-wide look. The decision was based on three-month comprehensive research which involved the market and the community.
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