After more than a decade of growth, transformation, and innovation, Doo Prime has entered an exciting new chapter—introducing D Prime, our fresh identity designed for the future of investing. This rebranding is not just about a new logo or color palette. It’s about redefining how we connect with our clients, partners, and the broader fintech community.
Let us take you behind the scenes to explore the logic and inspiration behind our new brand, from the core design choices to the new digital experience and everything in between.
Why We Rebranded
Over the past 10+ years, Doo Prime has evolved from a financial services provider to a global fintech partner serving more than 2 million clients worldwide. As the industry continues to shift and client expectations rise, we saw a clear need to modernize our brand, one that could not only reflect who we are today, but also where we’re going.
This rebrand marks a strategic move to:
- Stay relevant in a fast-moving and ever-evolving digital space
- Stand out in a crowded and competitive fintech market
- Strengthen our global presence while honoring our legacy
- Enhance client experience across every touchpoint
- Reinforce our core values of transparency, clarity, and innovation
From Doo Prime to D Prime: A Name for the Future
One of the most noticeable changes is our name. We’ve streamlined Doo Prime to simply D Prime, a move toward simplicity and memorability.
This change isn’t just aesthetic. It reflects the maturity and clarity of our brand as we develop globally. The new name is shorter and better suited for the dynamic digital era we’re operating in.
The New Logo
At the heart of our new identity is the redesigned logo. What may seem simple at first glance carries deeper meaning:
- The “D” represents our legacy—the strength and consistency we’ve built over time.
- The reverse quotation mark forming a “P” is where the real symbolism lies. In writing, quotation marks signify someone’s exact words: truth, authenticity, and transparency. That’s exactly what we wanted to convey: a commitment to staying true to what we say and promise.
This small but powerful design element embodies our belief in clarity, honesty, and consistency. It’s a statement, not just a symbol.
Introducing Highlighter Yellow: Bold, Modern, Memorable
One of the most striking changes in our visual identity is the introduction of Highlighter Yellow. This vibrant shade doesn’t just stand out visually; it symbolizes the company’s commitment to clarity and meaningful communication. Just as a highlighter draws attention to what’s most important, the new brand color reflects the company’s promise to bring key messages to the forefront, engage more openly, and operate with nothing to hide.
The use of Highlighter Yellow:
- Draws attention to key information
- Symbolizes clarity and visibility
- Adds a fresh, modern energy to our palette
- Reflects our bold, transparent values
It’s a color that breaks through the noise. Just like we aim to do in the industry.
The New Website: Designed Around the Client
Alongside the visual revamp, we’ve launched a fully revamped D Prime website, designed from the ground up to enhance usability, performance, and overall client experience.
Some of the key features include:
- Custom 3D animations to explain products and services dynamically
- Live pricing widgets for real-time market updates
- Interactive tables and calculators to support decision-making
- Localized PSP options, allowing clients to choose payment methods specific to their region
- Multi-platform integration and UI localization for seamless global access
Behind the scenes, we also made a significant change: migrating from our previous CMS to Statamic, a modern, flexible content management system that allows for better performance, faster updates, and enhanced security.
The result? A more agile, interactive, and secure digital experience that’s built for growth.
More Than Just a Visual Makeover
What sets this rebrand apart is the strategic depth behind every change. Each element, from the new color to the CMS, was chosen with intention. It’s not just about looking modern; it’s about functionality, trust, and long-term scalability.
We wanted a brand that doesn’t just speak to today’s market, but is ready for what’s coming next. Whether it’s the rise of AI in trading platforms, the shift toward sustainable investing, or global market expansion, D Prime is positioned to lead with clarity and confidence.
What’s Next for D Prime
This rebrand is just the beginning. As we move forward, we’re focused on:
- Expanding into new markets with a stronger, more unified identity
- Investing in AI and automation to streamline client experiences
- Launching sustainable investing solutions to align with future-focused strategies
- Innovating across platforms to offer even more value to our clients and partners
We’re not just evolving visually, we’re evolving strategically. And we’re excited to have you with us on this path.
Final Thoughts
Rebranding a company with over a decade of history is never a small venture. But at D Prime, we saw it as an opportunity, not just to update our visuals, but to deepen our commitment to our clients, sharpen our message, and boldly step into the future.
We believe this new identity captures who we are: a fintech brand built on trust, driven by technology, and ready to lead with clarity.
Explore our new identity and discover what’s next.
Risk Disclosure
Securities, Futures, CFDs and other financial products involve high risks due to the fluctuation in the value and prices of the underlying financial instruments. Due to the adverse and unpredictable market movements, large losses exceeding your initial investment could incur within a short period of time.
Please make sure you fully understand the risks of trading with the respective financial instrument before engaging in any transactions with us. You should seek independent professional advice if you do not understand the risks explained herein.
Disclaimer
This information contained in this blog is for general reference only and is not intended as investment advice, a recommendation, an offer, or an invitation to buy or sell any financial instruments. It does not consider any specific recipient’s investment objectives or financial situation. Past performance references are not reliable indicators of future performance. D Prime and its affiliates make no representations or warranties about the accuracy or completeness of this information and accept no liability for any losses or damages resulting from its use or from any investments made based on it.
