Brand Lead · 2021

xDAI

A sidechain of the Ethereum blockchain known for its stability, fast transaction times and low fees. Now Gnosis Chain.

Led the brand redesign, covering identity, visual language and landing pages. The goal was a flexible, extensible identity that showed the product’s technical sophistication without making it look hard to use — ease and security carried by the same system that carries the innovation.

The work shipped as a brand guide the ecosystem could build on: lock-ups and clearance, a two-primary palette, a type scale, and a geometric illustration kit that composes into covers, icons, apparel and ads. The full guide is below.

Identity

A mark built from two crossing strokes — the x of the name and the exchange it stands for — set in a rounded chip so it holds at avatar size. Three lock-ups cover every surface the chain shows up on.

Primary lock-up — green on navy, the full-colour default.

The xdai lock-up in a single navy tone with a pale blue cross — Monochrome — for single-colour printing and partner lock-ups.

The xdai lock-up in greyscale, reversed out on a dark background — Greyscale, reversed — for dark backgrounds and press use.

Clearance diagram — the xdai lock-up with a one-image-mark margin drawn around it — Clearance is set by the mark itself, so the rule holds at any size.

The xdai colour palette — primary greens and blues above a secondary row of ocean blues, yellow and greys — Two primaries carry the brand; the secondaries exist so the illustration system has room to move.

Illustration & Collateral

A geometric kit — arcs, dots and rounded bars in the palette — that composes into covers, icons and apparel without ever needing a new drawing.

xdai social covers and a grid of geometric icons built from dots, arcs and bars — Covers and icons — the same shapes, one at poster scale and one at 24px.

Apparel and out-of-home — the kit applied at the sizes a brand actually gets seen at.

Brand Guide

The full 17-page guide — identity, colour, typography, illustration and application. Click the page or use the arrows to go through it.

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↦ Download the brand guide (PDF)

Landing Page

The chain rewritten for the people evaluating it — developers, users and stakers each given their own route in, and the dual-token model explained in place of being footnoted.