Dcent Unveils New Brand Identity Eight Years After Its Launch, Expanding Beyond Digital Asset Storage

What Happened

South Korea-based digital asset wallet company IoTrust, led by CEO Sangsu Baek, unveiled a new brand identity for DCENT on September 8, marking the first major rebranding since the brand was launched eight years ago.

DCENT X is a cold wallet that allows users to clearly review what they are signing on its 2.4-inch AMOLED display and approve it with a single fingerprint. With the addition of the touchscreen- and fingerprint-enabled DCENT X, DCENT now offers a broader range of options suited to different storage preferences and usage environments, alongside its biometric hardware wallet and the card-style DCENT S.

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Market Context

As part of the rebranding, the English brand name has changed from “D’CENT” to “DCENT,” removing the apostrophe, while the Korean brand name remains unchanged.

The new slogan, “Own your future. At ease.”, reflects DCENT’s commitment to keeping ownership of digital assets in the hands of users while reducing the burden associated with storing and managing them. The new wordmark and signature color, “DCENT Lime,” visually represent this direction.

Why It Matters

Beyond the Name: Expanding the Digital Asset Experience

The rebranding goes beyond changes to the brand name and visual identity. Hardware wallets have evolved from devices used primarily for asset storage into access points for approving transactions, participating in staking, and using a wide range of digital asset services.

Details

In line with this evolution, DCENT is expanding into a brand that provides a comprehensive digital asset experience encompassing storage, backup, management, and utility.

The key phrase behind the rebranding is “Beyond Storage.” It represents DCENT’s commitment to making the entire digital asset journey more convenient—from secure storage to backup, recovery, management, and use.

Unveiled alongside the rebranding, DCENT X is a premium hardware wallet that embodies this direction through its product experience.

DCENT S and DCENT X both feature a backup and recovery method using the Recovery Card. This approach reduces the inconvenience of manually writing down and storing a recovery phrase and allows users to manage their recovery information through a separate physical card, improving the convenience of digital asset storage.

From Personal Wallets to Enterprise and Institutional Solutions

DCENT is also expanding beyond individual users to provide digital asset management environments for businesses and institutions.

About DCENT Enterprise

DCENT Enterprise is an institutional solution designed to help businesses and institutions securely store and manage digital assets. It supports internal control mechanisms such as multi-level approvals, enabling organizations involving multiple authorized personnel to manage digital assets according to their internal policies.

Connecting personal hardware wallets and organization-level digital asset management solutions under a single DCENT brand represents the direction of the company’s business expansion through this rebranding.

“This rebranding marks the beginning of DCENT’s expansion beyond an asset storage device into a digital asset experience brand that connects backup, recovery, management, and utility,” said a representative of IoTrust. “We will continue to expand our business by broadening the options available to individual users through DCENT X and DCENT S, while supporting the digital asset management environments of businesses and institutions through DCENT Enterprise.”

DCENT currently supports more than 100 blockchain networks and over 10,000 tokens, including Bitcoin (BTC), Ethereum, XRP Ledger, Solana, and Stellar (XLM).