Fold7Design’s ‘limitless’ identity for Near holds a mirror to the Blockchain OS’ infinite potential

London-based Fold7Design has created a limitless identity for Near, a pioneering Blockchain Operating System. Near stands out as an infinitely scalable blockchain and an ecosystem for various applications. The new visual identity, inspired by the theme ‘Show the Way,’ features an infinite canvas made up of grid points derived from their infinity ‘N’ symbol, that represents the brand’s scalability and creativity. “In static applications,” notes Creative Director Tom Munckton, “the grid points bleed off the edge, implying there’s more to discover beyond the extremities of each format. But the limitless nature of our canvas truly comes into its own in motion, where we can transition and dive around different segments of our infinite playground. There’s no restrictions or limitations, making each and every application unique – whilst allowing for consistency in the grid that underpins it.” In contrast to the existing ‘N’ infinity symbol, which had had a lot of equity for the company, the wordmark felt disconnected from the symbol and the wider brand. Harnessing “every angle, corner and perspective within the symbol,” the team developed a custom wordmark that not only feels cohesive with the other brand elements, but also avoids any mispronunciation or confusion by being set in lowercase.