Understanding our Brand

Our brand is defined by the perception of our audience. We can only influence this perception by delivering consistently. It cannot be dictated. These guidelines should serve a single point of origin for everything we say and do.

This guide exists to empower NEAR contributors and ambassadors. It is not for external use. Please review early and often.

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Purpose We exist...

to enable community-driven innovation to benefit people around the world.

Vision We seek to empower...

an inclusive global ecosystem that rewards merit (not manipulation).

Brand Attributes Everything we do should feel...

Bold

We are brave, courageous, and willing to take chances, even if we stand alone.

Think: Inspirational, Aspirational, Futuristic

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

Intuitive

Everything in Blockchain is complex. We're here to make it easier. We simplify. We clarify.

Think: Clear, Simple, Usable, Easy

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

Voice & Messaging

Consistency in communication is key. Adhering to the following principles will keep us on track.

Brand Voice

We are clear, not convoluted

We simplify. We clarify. We speak in the language of our audience. We translate blockchain babble into something thoughtful and helpful.

We are open, yet opinionated

We are experienced, but not arrogant. We are experts in our field, but we remain approachable. We have a take, but we are open to collaboration and the ideas of others. We are inclusive, not exclusive.

We are bold, not brazen

We are courageous. We are pioneers. We take on hard challenges and persevere. We speak our minds, but respect the opinions of others. We tell the truth, even when it's hard.

Samples

NEAR is...

NEAR Protocol is a scalable blockchain designed to provide the performance and user experience necessary to bridge the gap to mainstream adoption of decentralized applications. Unlike other next generation blockchains, this network has been built from the ground up to be the easiest in the world for both developers and their end users while still providing the scalability necessary to serve those users.

NEAR is (Short version)

NEAR Protocol is a scalable blockchain designed to provide the performance and user experience necessary to bridge the gap to mainstream adoption of decentralized applications.

Distinguishing between the entities

The NEAR Protocol

A permissionless, Proof-of-Stake blockchain protocol that anyone can access, add transactions to, or read from. The public NEAR blockchain is an instantiation of the reference code at http://github.com/nearprotocol/nearcore, but theoretically this repo could be forked and deployed as a separate chain, as much as many protocols have done to build upon the core Bitcoin code.

The NEAR Foundation

A non-profit foundation headquartered in Switzerland, and is responsible for contracting protocol maintainers, funding ecosystem development, and shepherding core governance of the protocol.

Near Inc

A US-based software research and development company that did much of the early development of the protocol and its tooling. While Near Inc does not own or run the NEAR Protocol (which is decentralized), it continues to propose changes to the reference implementation codebase as one of multiple third party entities performing R&D work for the protocol.

Logos

Correct usage of our logo is essential for consistent brand communication.

Download All Logos

Logo Usage

Be sure to let the logo breathe. The following guidelines will help you with proper spacing.

Colors

Our colors are key visual identifiers for our brand. Please use them correctly and consistently.

NEAR Black

Pantone 426c

HEX: #25282A

RGB: 37/40/42

CMYK: 94/77/53/94

NEAR Slate

Pantone 7540c

HEX: #4B4F54

RGB: 75/79/84

CMYK: 41/28/22/70

NEAR Red

Pantone 178c

HEX: #FF585D

RGB: 255/88/93

CMYK: 0/70/58/0

NEAR Blue

Pantone 310c

HEX: #6AD1E3

RGB: 106/209/227

CMYK: 48/0/9/0

NEAR Yellow

Pantone 393c

HEX: #F0EC74

RGB: 240/236/116

CMYK: 6/0/55/0

NEAR Green

Pantone 337c

HEX: #8FD6BD

RGB: 143/214/189

CMYK: 39/0/22/0

NEAR Royal

Pantone 285c

HEX: #0072CE

RGB: 0/114/206

CMYK: 90/48/0/0

NEAR Earth

Pantone 7534c

HEX: #D1CCBD

RGB: 209/204/189

CMYK: 5/5/15/8

Typography

As an integral part of our brand, the following fonts should be used. These typefaces are our unique handwriting and add emphasis to the personality of our identity.

BW Seido Round

For use in headlines and intro-esque copy.

ABCDEFGHIJKLMOPQRSTUVWXYZ
abcdefghijklmopqrstuvwxyz
9876543210

ABCDEFGHIJKLMOPQRSTUVWXYZ
abcdefghijklmopqrstuvwxyz
9876543210

Benton Sans

For use in all subheads and body copy.

ABCDEFGHIJKLMOPQRSTUVWXYZ
abcdefghijklmopqrstuvwxyz
9876543210

ABCDEFGHIJKLMOPQRSTUVWXYZ
abcdefghijklmopqrstuvwxyz
9876543210

Source Code Pro

For use in all instances of source code.

ABCDEFGHIJKLMOPQRSTUVWXYZ
abcdefghijklmopqrstuvwxyz
9876543210

Imagery & Illustration

The NEAR Brand is more illustrative than photographic.

Illustration

Our illustrations are built on a grid. The are geometric, yet fun, chunky and approachable. Illustrations are primarily literal with some conceptual tendencies.

They can be used as primary elements like this:

or as background textures like this:

Iconography

Our family of icons should be used consistently.

Marketing Icons

Our marketing icons are chunky, fun, and a little cartoony. The aesthetic is that of a comic book, yet primarily literal in representation. They are primarily black and yellow. Other colors are incorporated primarily when used in careers or company culture sections.

Icon Construction

Each icon is built on top of a grid. Then, a highlight layer is added for style and depth.

Product Icons

Our product icons are much thinner than the marketing icons, but should not dissappear at small sizes.

Nearkat

Our mascot helps to guide our audience through the complexities of blockchain while adding a bit of fun along the way.
Like NEAR, Nearkat is never the hero. Our customer is the hero in our story.

NEARKAT Lore

As you may know, Meerkats are small burrowing animals who live in large underground networks. Similarly, the much rarer Nearkats live in large P2P networks where they work tirelessly to facilitate faster throughput, fix vulnerabilities and improve scalability.

The Nearkat, much like the Meerkat, is an insectivore. It scours the network looking for bugs to devour. While Meerkats originated in Africa, Nearkats were born on the interwebs and are more of a nomadic clan.

They learned to speak the King's English by watching BBC, so they all carry an accent and a bit of British humor with it. As native Interwebians, they only seek what is best for the people of the web.

If thou wouldst scaleth, thou must shardeth.
Wisdom of Nearkat

The Faces of Nearkat

Nearkat can appear in various poses. All poses should be anatomically correct.

Roles of Nearkat

Nearkat can take on unique personas for special promotions

The not-so-fine print

This is a friendly legal reminder that these graphics are proprietary and protected under intellectual property laws.

Please do amazing things like...

  • Use the NEAR Logo and link to nearprotocol.com
  • 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 NEAR Logo or Icon as your application's icon
  • Create a modified version of the NEAR Logo
  • Integrate the NEAR Logo or Icon into your logo
  • Use NEARKat without permission

Naming projects and products

Please avoid naming your projects anything that implies NEAR’s endorsement. This also applies to domain names.

Legal

In short, NEAR Logos and NEARKat represent only NEAR Protocol and should not be used to represent your products.

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