<h3 id="strong-trader-joe-is-now-let-s-f-ing-joe-lfj-strong"><strong>Trader Joe Is Now: Let’s F***ing Joe (LFJ)</strong></h3><p>Let’s F***ing Joe is the new brand revitalization that introduces a bold, big energy brand that embodies a fresh, confident approach. Designed for the everyday Joe, the decentralized exchange remains committed to providing <strong>instant, low-cost trading</strong> in a <strong>non-custodial</strong> environment. The new identity of Joe stays true to the beloved mascot, while introducing a refreshed persona that retains a distinct look but aims to resonate further with the broader crypto community.</p><h3 id="let-s-win-together">Let’s Win Together</h3><p>At the heart of LFJ is the philosophy of <em>‘<strong>Let’s Win Together</strong>.’</em> This philosophy underpins Joe’s approach to building - focusing on delivering simple, and accessible solutions for the everyday trader. Whether you’re a beginner, novice, or an expert, LFJ is the decentralized exchange that offers a no-BS approach to trading. Because at LFJ, we believe that trading onchain should be as bold, straightforward, and limitless as the people who use it.</p><p><img src="https://academy-public.coinmarketcap.com/optimized-uploads/9ee7b11f89f342c185cfba8697f25c3b.png" /></p><h3 id="winners-trade-here">Winners Trade Here</h3><p>A brand built for the people, with a promise captured in our motto: <strong>Winners Trade Here.</strong> At LFJ, our mission is to continue building a decentralized exchange that offers the best experience onchain with instant, low-cost trading, equipped with features designed for the everyday Joe. LFJ embodies this vision fully, combining accessibility with big, bold and ambitious energy.</p><p><img src="https://academy-public.coinmarketcap.com/optimized-uploads/2b7b20385ebc45149dbc6efc58458b68.png" /></p><h3 id="joe-s-makeover">Joe’s Makeover</h3><p>Alongside the renewed values, Joe’s identity has also had a makeover. The worn farm attire has been retired and Joe will now don a black tracksuit, fit and ready to take on the next phase of the decentralized exchange. LFJ is a go-getter brand, Joe is a new-age mascot and combined they are ready to tackle all challenges that lay ahead.</p><p><img src="https://academy-public.coinmarketcap.com/optimized-uploads/458492e1d3df4a83919708ea93e7bd33.jpeg" /></p><h3 id="lfj-logotypes">LFJ Logotypes</h3><p>Our logotype remains distinctive, honoring our current identity but equally evolving for the new brand direction. The iconic mascot illustration, is blended with our new wordmark “LFJ” or “Let’s F***ing Joe”.</p><p><img src="https://academy-public.coinmarketcap.com/optimized-uploads/cd927e93639d48d989646385cf2b9daf.jpeg" /></p><h3 id="lfj-token-logo-and-social-avatar">LFJ Token Logo and Social Avatar</h3><p>The token logo has been refined with a circular adaptation. The color palette has been updated, retaining the signature purple while replacing navy with black for a more striking and bold appearance. The social avatar also features a subtle enhancement, incorporating an upside down trapezoid for a dynamic look.</p><p><img src="https://academy-public.coinmarketcap.com/optimized-uploads/d36efffac60f40c4aa1627050d055e94.jpeg" /></p><h3 id="new-domain-lfj-gg">New Domain: LFJ.gg</h3><p>The existing domain will also change to align with the new brand identity, the previous <strong>www.traderjoexyz.com</strong> domain has been updated to <strong>www.LFJ.gg</strong>. If accessing our old domain, you will be redirected.</p><blockquote>Stay safe, please bookmark our new URL: <strong>www.LFJ.gg</strong></blockquote><p><img src="https://academy-public.coinmarketcap.com/optimized-uploads/65de70190dff44a3b89d3fafc413350f.png" /></p><h3 id="strong-lfj-brand-kits-strong"><strong>LFJ Brand Kits</strong></h3><p>Take a look at the full brand bible in the public and partner ready brand kits linked:</p><ul><li><a href="https://www.figma.com/design/iDAxQcGvV1fisCF2qDGWIp/Let&#39;s-F***ing-Joe---Brand-Guidelines?node-id&#61;9550-5024&amp;node-type&#61;canvas&amp;t&#61;6GY2aT2uXnt5N0Jt-0" rel="noopener noreferrer nofollow">Full Brand Kit - Figma Board</a></li><li><a href="https://traderjoexyz.notion.site/Let-s-F-ing-Joe-Media-Kit-84b6e05c50a1447395ad1105f536ff82" rel="noopener noreferrer nofollow">Public Media Kit</a></li></ul><h3 id="a-safety-reminder">A Safety Reminder</h3><p>Please be extremely cautious when navigating to LFJ socials or domains. Bookmark new links and always double check before you click anything that requires you to sign a transaction in your wallet. A full list of new and safe URLs for the LFJ Ecosystem has been shared in the Discord, on the X profile and in this article.</p><h3 id="what-s-next-for-lfj">What’s Next for LFJ</h3><p>Facilitated billions, trusted with millions and visited daily by thousands, the LFJ decentralized exchange is a trusted home and marketplace for a diverse range of users.</p><p>Over the next months, as <a href="https://joecontent.substack.com/p/whats-next-for-trader-joe" rel="noopener noreferrer nofollow">outlined in our roadmap</a>, LFJ will double down on building the ultimate onchain trading experience. We’ll introduce new features such as an aggregator, a loyalty program, a portfolio system, and new protocols such as Token Mill and a Central Limit Order Book.</p><p>At the heart of LFJ’s future is the belief that the decentralized exchange will thrive through its users. The direction of our platform and our new brand identity are fully aligned with this vision. LFJ will take big bets, championing users at every turn.</p><p><strong>Let’s F***ing Joe.</strong></p><p><img src="https://academy-public.coinmarketcap.com/optimized-uploads/a7c53d70e6ac4328923056d4a4a986b0.png" /></p>

Let's F***ing Joe (Formerly Trader Joe)

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LFJ

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