'Follow the Signals' Debuts etoro Rebrand
etoro has launched a new brand identity with a campaign film created entirely using AI by its in-house team and agency Mimagie.
The rebrand introduces a new logo, an updated shade of green, and a code-influenced design system, reflecting what the company describes as a shift toward a more intelligent, AI-native investing experience. The campaign is rolling out across Europe, the United Arab Emirates, and the United Kingdom.
The campaign film, titled Follow the Signals, is built around a three-part positioning: know who you are following through verified investor track records and portfolio histories, know how through AI-driven market signals and pattern recognition drawn from millions of users, and know why through AI that surfaces the patterns behind market behavior rather than the noise around it. The film was made using AI not as a stylistic choice but as a deliberate demonstration of the brand's own shift, described by Head of Creative Shay Chikotay as proof of work rather than gimmick.
Chikotay posted on LinkedIn on the production process, noting the rebrand was completed in under four months, compressing what he described as a typical 18-month timeline. The rebrand involved challenging every existing brand asset to earn its place, including the platform's signature horns, which have been replaced by angle brackets reflecting the new code-oriented identity. The capital T in etoro is now lowercase, and the brand name itself has shifted to reflect a new visual and product direction.
