NEAR

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
  • 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,.;'[]-=+{}!@#$%^&*()

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

Turquoise

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).

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