A limitless identity for the world's pioneering Blockchain Operating System.

Brand Strategy
Visual Identity

In the complex world of Web3, Near is not only a leader in blockchains, but an ecosystem for countless applications and a support network for developers, entrepreneurs and creatives. It makes blockchain tech more accessible; more human. When developing Near’s design system, we had the challenge of conveying the platform’s staggering depth and capability, while imbuing the brand’s human-centricity in every element we created. Enter, the Infinite Canvas. Derived from Near’s dimension-warping infinity symbol, the Infinite Canvas offers the perfect visual playground and structure across any touchpoint or experience the brand creates. From a new wordmark and iconography to the grid points on the canvas, we amplified Near’s symbols across an array of bespoke brand elements. Using familiar UI-inspired components that attach to the grid points, the design language also supports the user-friendly ethos at the heart of the platform. The end product is a visual identity that pushes the brand forward, while rooting Near in the community of users it seeks to empower. 

We amplified the brand symbols infinite construction across many new bespoke brand elements - from a new word mark, iconography and even the grid points on “The Infinite Canvas”.

Led by "Show the way", Near are making the sector more accessible, more human. Near were the first blockchain to introduce human-comprehendible usernames, much like usernames on social media. The design language supports this human-centricity using familiar UI-inspired elements throughout, that attach to the grid points organically.

"We are getting great feedback on the visual identity and I'm personally very thankful to be working with you all on this. You have taken time to truly understand the Near brand and push it to new heights. The more I work with this identity the more I love it. And I believe we haven't even scratched the surface of its potential yet."

Jake Stutzman, Global Head of Design – Near