Let’s build the NEAR brand together.

These guidelines will help us define and build a consistent brand presence and experience across the world.

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.

NEAR is…

NEAR is the network for a world reimagined. Through simple, secure, and scalable technology, millions are empowered to invent and explore new experiences. Business, creativity, and community are being reimagined for a more sustainable and inclusive future

Mission We exist…

To be the onramp for millions of people to join the Web3 revolution by providing incredible technology that is:

  • Easy to use
  • Easy to understand
  • Incredibly consumer-friendly

Vision We envision…

A world where people have control over their money, data, and power of governance.


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…


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


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


We believe that dealing with people’s money and data is serious business. We prioritize security.
Think: Trustworthy, Technically Superior


Everything in Blockchain is complex. We’re here to make it feel easy. We simplify. We clarify.
Think: Clear, Simple, Usable, Easy


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.


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


Correct usage of the NEAR logo is essential for consistent brand communication. Please check twice to insure you’re using the correct logo.


Use in all horizontal contexts.


Use this in more vertical contexts


For token, social or accent.


Use in all horizontal contexts.


Use this in more vertical contexts


For token, social or accent.

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. 


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 http://near.org/

1. Use on your website or application

In the header

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):


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. Like our code, our brand typefaces are also Open Source for maximum accessibility.

1234568790,.;'[]-=+{}[email protected]#$%^&*()


  • Only Semibold, Medium, and Regular weights should be used.
  • Use lots of whitespace (let it breathe!)
  • Text should always be left-aligned

Base Colors

The primary NEAR palette is simple and neutral. Blacks, whites, and warm grays. These colors represent the NEAR Infrastructure.


HEX: #262626
RGB: 38/38/38

Dark Gray

HEX: #3F4246
RGB: 63/66/70

Light Gray

HEX: #A7A7A7
RGB: 167/167/167


RGB: 255/255/255

Accent Colors

Accent colors should be used sparingly. These accent colors represent the beauty that is created on top of the NEAR Infrastructure.


RGB: 95/138/250


HEX: #AAD055
RGB: 170/208/85


HEX: #FFC860
RGB: 255/200/96


HEX: #DB5555
RGB: 219/85/85


HEX: #4FD1D9
RGB: 79/209/217


HEX: #6B6EF9
RGB: 107/110/249


HEX: #A463B0
RGB: 164/99/176


HEX: #E3935B
RGB: 227/147/91


Gradients are an essential part of creating the NEAR atmosphere. They should be used subtly and consistently.

Creating the Gradient

Step 1: Create an Ellipse

Create a narrow ellipse and rotate it. Choose two, and only two, colors from the accent palette above. When in doubt, refer to the recommended combinations below.

Step 2: Blur it

Depending on the size of the ellipse and the software you’re using, set the blur anywhere between 100-200 pixels.

Step 3: Set opacity to 25%

Set the opacity of your ellipse to 25%. In some cases, gradients can be used at 50% opacity. But the goal is to be subtle.

Using the Gradient

The gradients can be used in the midst of a layout

Column Divider

Use the gradient to define the edge of a content area. This can be used as a divider for columns or rows in a layout

Container Frame

Use the gradient to subtly define the edges of a content area.

Shape Reveal

Use the gradient as a backdrop to a shape where the shape knocks out the color of the gradient.

Gradients can bring a subtle aura of color into a layout. They can be brought in from the corners or edges. Be careful not to overuse them.

Single Corner

Double Corner

Single Edge

Gradient Combinations

The following gradients are recommended as these colors blend well together.

Lilac <> Blue

HEX: #A463B0 <> #5F8AFA
RGB: 164/99/176 <> 95/138/250

Lilac <> Orange

HEX: #A463B0 <> #E3935B
RGB: 164/99/176 <> 227/147/91

Lilac <> Red

HEX: #A463B0 <> #DB5555
RGB: 164/99/176 <> 219/85/85

Blue <> Green

HEX: #5F8AFA <> #AAD055
RGB: 95/138/250 <> 170/208/85

Blue <> Turquoise

HEX: #5F8AFA <> #4FD1D9
RGB: 95/138/250 <> 79/209/217

Blue <> Purple

HEX: #5F8AFA <> #6B6EF9
RGB: 95/138/250 <> 107/110/249

Purple <> Lilac

HEX: #6B6EF9 <> #A463B0
RGB: 107/110/249 <> 164/99/176

Purple <> Turquoise

HEX: #6B6EF9 <> #4FD1D9
RGB: 107/110/249 <> 79/209/217

Purple <> Red

HEX: #6B6EF9 <> #DB5555
RGB: 107/110/249 <> 219/85/85

Red <> Orange

HEX: #DB5555 <> #E3935B
RGB: 219/85/85 <> 227/147/91

Orange <> Yellow

HEX: #E3935B <> #FFC860
RGB: 227/147/91 <> 255/200/96

Green <> Yellow

HEX: #AAD055 <> #FFC860
RGB: 170/208/85 <> 255/200/96

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).