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.
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 solutionIndividualist: Maintains personal integrity and authenticity in all endeavors
Brand Voice
Confident, not arrogant
Enthusiastic, not shilly
Professional, not dry
Optimistic, not bullish
Logos
Correct usage of the NEAR logo is essential for consistent brand communication. Please check twice to insure you’re using the correct logo.
Horizontal
Use in all horizontal contexts.
Stacked
Use this in more vertical contexts
Icon
For token, social or accent.
Horizontal
Use in all horizontal contexts.
Stacked
Use this in more vertical contexts
Icon
For token, social or accent.
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. Like our code, our brand typefaces are also Open Source for maximum accessibility.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234568790,.;'[]-=+{}[email protected]#$%^&*()
Principles:
- 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.
Black
HEX: #262626
RGB: 38/38/38
Dark Gray
HEX: #3F4246
RGB: 63/66/70
Light Gray
HEX: #A7A7A7
RGB: 167/167/167
White
HEX: #FFFFFF
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.
Blue
HEX: #5F8AFA
RGB: 95/138/250
Green
HEX: #AAD055
RGB: 170/208/85
Yellow
HEX: #FFC860
RGB: 255/200/96
Red
HEX: #DB5555
RGB: 219/85/85
Aqua
HEX: #4FD1D9
RGB: 79/209/217
Purple
HEX: #6B6EF9
RGB: 107/110/249
Lilac
HEX: #A463B0
RGB: 164/99/176
Orange
HEX: #E3935B
RGB: 227/147/91
Gradients
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).