Let’s build the
brand together.
These guidelines will help us define and build a consistent brand presence and experience across the world.
Let’s build the
Brand Core
The following is a series of statements that shape the foundation for the NEAR Brand. It should be the single point of origin for brand building as an Ecosystem.
Purpose We exist…
Remove every barrier to Web3 adoption
Mission We will create…
An Ecosystem that is uniquely simple, secure, scalable, and sustainable.
Vision We envision…
A world where creativity is no longer limited by technology
Values
The foundation of the economy of the NEARverse.
- Ecosystem-First
- Openness/Transparency
- Pragmatism over Perfection
- Make it feel simple
- Grow constantly
Brand Attributes Everything we do should feel…
Open
We are inclusive, human, and fun. As our tech reaches the stars, we remain down-to-earth.
Think: Human, Inclusive, Friendly, Warm, Approachable, Community-Driven
Comprehensive
We cover our bases. We’re building the foundation for a new world. We don’t skimp on the amenities.
Think: Well-documented, Well-supported, Functional, Scalable, Fast
Secure
We believe that dealing with people’s money and data is serious business. We prioritize security.
Think: Trustworthy, Technically Superior
Intuitive
Everything in Blockchain is complex. We’re here to make it feel easy. We simplify. We clarify.
Think: Clear, Simple, Usable, Easy
Empathetic
We seek to understand each other, feel the pain, and see things from new perspectives.
Think: Human, Understanding, Caring
Brand Archetype We embody…
The Explorer
Explorers are most fulfilled when they can seek out new approaches and perspectives. Naturally independent, authentic, and curious, they’re able to follow unique paths and motivate others to explore uncharted territory. They’re usually excited and challenged by the opportunity to blaze a new trail. Explorer organizations often are very successful at staying current with trends, encouraging individual initiative, and providing others with the opportunity to learn and grow.
Sub-Archetypes
Trailblazer/pioneer: Sees or scouts for new opportunities/possibilities
Adventurer: Emphasizes adventure and/or new experiences
Seeker/wanderer: Searches for a unique identity, path, or solution
Individualist: Maintains personal integrity and authenticity in all endeavors
Brand Voice
Confident, not arrogant
Enthusiastic, not shilly
Professional, not dry
Optimistic, not bullish
Built on NEAR
‘Built on NEAR’ is both a badge of honor and a powerful marketing tool. Projects that wish to show their support for the NEAR community and promote their app, while also encouraging others to build on NEAR, may use the following badge on their website, app, or promotional materials.
For the sake of consistency, please use the provided assets and avoid making your own version. Also, refrain from adding shadows, low contrast colors, low resolution, stretching, or other badge manipulations or edits.
In the downloads, you will find both a primary (black) and reversed (white) version for use on light or dark backgrounds. Filetypes include .png, .svg, and .pdf
The badge is prepared with proper whitespace (margins) so you can easily place it onto your website or materials without crowding it. These margins around the logomark help prevent clutter from surrounding images, artwork, copy, or the page edge.
‘No margin’ versions are also included if you prefer to use those.
If desired, the badge can be used more subtly by adjusting the opacity. Avoid going below 25% opacity for the sake of readability.
Usage
The badge may be placed in prominent places such as the header of a website or in close proximity to your logo. OR, you may choose to place it in more subtle locations such as the website/application footer. Either is fine.
When possible, please link the image to near.org
1. Use on your website or application
In the header
In the Footer
2. Use it with your logo
When combining it with your logo, please respect the proper margins of your logo and the badge. Please refer to the following examples for guidance:
Example (in use):
Typography
As an integral part of our brand, the following font family should be used. These typefaces are our unique handwriting and add emphasis to the personality of our identity.
FK Grotesk Family
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234568790,.;'[]-=+{}!@#$%^&*()
Principles:
- Only Semibold, Medium, and Regular weights should be used.
- Use lots of whitespace (let it breathe!)
- Text should always be left-aligned
Primary Colors
The primary NEAR palette is simple and neutral. Blacks, whites, and warm grays. These colors represent the NEAR Infrastructure.
Black
PMS: Black C
HEX: #000000
RGB: 0/0/0
CMYK: 0/0/0/100
White
PMS: White
HEX: #FFFFFF
RGB: 255/255/255
CMYK: 0/0/0/0
Off White
PMS: Warm Gray 1
HEX: #f2f1e9
RGB: 242/241/233
CMYK: 0/3/6/14
Green
PMS: 7479c
HEX: #00ec97
RGB: 0/236/151
CMYK: 82/0/40/18
Accent Colors
Accent colors should be used sparingly. These accent colors represent the beauty that is created on top of the Near Infrastructure.
Red
PMS: 7416c
HEX: #ff7966
RGB: 255/121/102
CMYK: 0/54/63/10
Purple
PMS: 2715c
HEX: #9797ff
RGB: 151/151/255
CMYK: 52/47/0/0
Blue
PMS: 325c
HEX: #17d9d4
RGB: 23/217/212
CMYK: 54/0/20/0
The not-so-fine print
Please do amazing things like…
- Use the NEAR Logo and link to near.org
- Use the logo to advertise that your project is built on NEAR
- Use the logo in a blog post or news article about NEAR.
- Use the logo properly with plenty of breathing room (margin).
Please don’t do things like…
- Use the official NEAR Logo or Icon as your application, business, or personal icon/avatar
- Create a modified version of the NEAR Logo
- Integrate the NEAR Logo or Icon into your logo
Naming projects and products
When naming, please avoid any names that pretend to be NEAR or the NEAR token. Also, avoid representing that you’ve been actively endorsed by NEAR or anyone involved in the project (That is unless you have been endorsed).