Logotype & mark: preserving the foundation
In this brand exploration, the logotype was not part of the scope, and as a result, it remained unchanged. Nevertheless, the logo's shape inspired various aspects of the brand, such as the pattern elements, which contributed to creating a cohesive experience throughout the visual identity.
Color: evolving the palette
To maintain a strong connection with Chainlink's visual style and leverage its brand awareness, the color palette was based on the parent brand. However, strategic modifications were made to align the colors with Chainlink Labs' brand traits, resulting in a bitonal scheme with toned-down hues. Gradients were also introduced to replicate the various shades present in the 3D visual style, specifically in shadows and illumination, bringing depth to flat layouts.
Typography: balancing recognition and innovation
The key Chainlink font was retained as a secondary paragraph font to strengthen the link to the parent brand and leverage its recognition. To give Chainlink Labs a distinct identity, a stylized Serif font was chosen for headings, reflecting the organization's cutting-edge technological nature and giving it an academic appearance. The team also experimented with combining these fonts for headings, challenging conventional typography practices in corporate branding.
Furthermore, the team experimented with the combination of these fonts for headings, which is an innovative approach that challenges the usual way of treating typography in corporate brands.
Patterns: crafting complexity
The patterns were crafted based on two primary principles: organic and multilinear. This fusion led to a visually intricate yet approachable element that conveys a technological vibe while enhancing the brand's accessibility characteristic. Moreover, this style can be effortlessly scaled, potentially enabling the team to develop a diverse brand without allocating excessive resources to achieve it.
Visual Language: Embracing the real world
Chainlink Labs' fresh visual elements consist of custom 3D rendered abstract depictions representing various constituents and collaborators within the Chainlink network and ecosystem, including smart contracts, data providers, nodes, and node operators. This distinctive style establishes a sophisticated and invigorating tone for Chainlink Labs, mirroring the multifaceted team of researchers, engineers, designers, marketers, and contributors collaborating to expand the network. Additionally, it grounds the organization in the tangible world, a feat that can occasionally be demanding due to the highly intricate nature of the technology.
Close-up renderings of larger scenes allow the visual style to quickly scale up additional assets for marketing collateral and website use, as needed.
Iconography: Simplified and Contrasting
The iconography was designed to be minimalistic, bitonal, and figurative, complementing the abstract components of the visual language. The highly contrasted and easy-to-read icons support content without overshadowing it, ensuring a harmonious balance within the brand's visual identity.