One of the world's leading layer one blockchains, and a token ranking in the Top 20 in the world, Near is leading the way in bringing Web3 to the masses. It aims to make an industry and subject that can be overwhelming and inaccessible, open and accessible to everyone; from developers themselves, to creatives wanting to own their own work, and founders looking to launch the next big thing.
The brand was in desperate need of an ownable, practical but limitless solution to how they show up in the world, and surface a design system and brand world to the community that can be utilised by all and made fully open source. Our starting point was to introduce 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 overhauled and amplified Near’s brand elements to create a cohesive, flexible system. We can lock elements onto the grid points, transition between scenes fluidly and immerse the viewer into the limitless world of Web3.
Near's previous wordmark was disjointed, unrelated to their iconic Infinity N mark and looked more at home in Tron. We carefully curated a new custom wordmark, drawing elements from their symbol to create letterforms with the same feeling of depth and immersion that the symbol does.
Essential to achieving their goal of being the most open, accessible blockchain, Near use human-centric language wherever possible. Gone are the complex, randomised 30+ digit codes and addresses of Bitcoin and the rest of the space. Text-based usernames, just like users are accustomed to on social media, allow for transfers and requests to become a far more natural, less intimidating experience.
This approach to UI and language is supported by a bespoke set of icons, drawn using elements of Near's infinity symbol.
As well as the Infinite Canvas becoming a framework for the layout, position and scale of all elements, it also exists in the real world too. Whether that's a giant pin board at a conference, or a multi-layered lanyard where personalised details can be applied on top of a blank canvas.
Nearcon23
For Near's IRL conference in 2023, hosted alongside a plethora of industry leading sponsors, to over 5,000 developers, creatives and sponsors, we introduced a distinctive identity that built on the foundations of the core Near brand.
With a proposition that would mean attendees can physically "Step into the Open Web", we introduced a host of supersized UI symbols, from cursors to arrows to close symbols that meant we could visually manifest Web3 in person. The supporting palette also allowed us to designate areas and spaces at the venue with distinct colours to aid navigation.
