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.