Yesterday, the Leo team officially rebranded from Leofinance to InLeo. Here's what the new brand looks like, taken from the official announcement:
It seems the work of someone with some experience creating brands, which makes it look more professional, and you can see that both on the logo and on the details of the written brand name.
Besides the logo and the name, the domain name was changed to inleo.io and we have a new color scheme, more reddish than the previous orange. If you are still using leofinance.io, you might as well switch and link to the new domain name, to increase its authority in time.
The name "inleo" was Khal's idea as he was traveling back from Las Vegas, as he mentions in the announcement.
I like the name from so many points of view:
- it is short
- in my opinion, it's easy to remember
- it's not a dictionary word or a likely combination of dictionary words
- I like how it sounds, no matter how you pronounce it; the only thing is the threading part remains or should remain "Threads" and threading. I don't see how it could be linked to the InLeo name. Have you leod today? Hmm... Threads it is, in my opinion.
- inleo doesn't have any particle in it (like 'finance') that could turn off the potential broader audience
- inleo doesn't seem to have much competition in search engines, which makes it easy to rank it up and grow its authority
On the last point, here's what we get if I search 'inleo' in Google right now:
The first result is the rebranded leofinance.io home page, that now includes the InLeo branding. It's normal to be first since it has a higher authority than the new inleo.io domain name.
The next result is from a company offering IT solutions, with the same name as InLeo. Currently, their server certificate is expired, which means they may not be a tough competition to outrank, despite having the .com domain and probably an older domain.
Then inleo.io comes for the first time, with the official announcement of the rebranding.
The following 2 results are related to pages that sell some INLEO-P equipment, whatever that is.
With a little back-linking and the content that starts to be indexed on the new interface, I don't see how InLeo.io couldn't grab first spots (plural) in this company.
Also, it looks like the team has rebranded their Twitter (X) account to inleoio from financeleo, although this may be an alternative name because I reached the same account by searching for inleoio or financeleo. Not a Twitter expert here, so I don't know how they did it, but this may be a perk for a Twitter (X) business account, to be able to rebrand it.
This obviously makes the rebranding more cohesive from the outreach point of view. The fact they didn't have to create a new account and were able to simply rename the existing account is very important for keeping their Twitter followers and history.
There are many things that should go well after this rebranding. The new name is easy to remember, marketable, and the name doesn't seem to have any serious competition (at this time), and from what I could see the rebranding is cohesive and doesn't have any holes I could easily identify.
Want to see an example of non-cohesive branding? Here is the Thorchain protocol with the governance token RUNE - hard to make the connection through the name unless you are familiar with the ecosystem. To make things worse, one of the main interfaces ThorSwap (now under a lot of heat) has a token THOR which might be mistaken with the governance token for the Thorchain protocol. I'm glad the Leo team avoided such pitfalls.