The Crypto Stack for The New Economy
Today, we pressed play on Wyre’s new brand identity. We’ve worked with the inimitable team from Studio Freight over the last six months to bring a radical new vibe to Wyre and capture the imagination of builders everywhere.
Creating a Brand for the New Frontier
Web3 has landed into mainstream consciousness with a shared mission to democratize the web. We are creating new categories and transforming legacy industries at lightning speed. We are inventing a new vocabulary, in real time, to describe our platforms and technology. Memes are our love language and the ecosystem’s relentless desire to question, to debate and to build, drives our culture.
But…
Unpacking complex information while creating a brand that resonates are uniquely juxtaposed. How can we create Web3 brands with purpose and feeling, while also showcasing their labyrinth of technical attributes? The language of the ecosystem still feels raw, unbaked and oftentimes nebulous — to achieve adoption we must inject flow into our collective function and rhythm to our reason. Our heartbeat needs a beat that resonates.
Creation is Chaos
Our new brand positioning embraces the frenetic energy of the ecosystem. Conceptually, it feels under construction, alluding to a plan and progress. Teasing the results of things, using a robust visual language that captures the imagination of builders; alluding to possibility. Extrusion plays an important visual cue throughout, modern alchemists extrude possibilities and builders and creators rely on tools and materials to build products that can change the world.
Painting by Numbers
Much of our iconography is rooted in the past and this is intentional, we wanted to reveal a new world emerging from the ruins of legacy infrastructure and institutions. A new way of doing things. Where things are fairer, more equal and for the many not the few.
Typeface
Like the ecosystem itself, we wanted our typeface to showcase a healthy dose of attitude and confidence within a system rooted in form and function. We wanted to exude simplicity and clarity, that reflects our API stack, but also pay’s homage to the complexity and sophistication of the technology behind the hood.
Color Palette
We have also created a new color pallet for Wyre that feels more authentic to the spirit of the company. One that is playful, bold and confident.
Logo
And finally, we have updated the Wyre logo. Our original logo served us well but it was time to make some minor adjustments to turn the volume up.
“Without the work, the magic won’t come.”
Written By: Hayley McCool Smith, Marketing Director, Wyre.
