Containing the 'spark' inside of a circle resembles a copyright or trademark symbol. This adds a sense of ownership to the mark relating to the non-custodial nature of the product. Title case and mid-weight font bring an airy quality and increased legibility especially at small sizes.
Allrounder Grotesk is a large sans-serif family that is pragmatic and versatile, neutral but approachable. It can work across the brand ecosystem from print & web to product UI.
The variety of weights can work in different contexts while keeping visual consistency through the brand.
Great legibility at small sizes in addition to OpenType features and language support make it widely usable in UI or text heavy situations.
Keeping a relation to existing colors will keep the product and marketing sides in sync. The dark navy tones contrast down from pure black and white while retaining accessibility benefits. The electric blue acts as a highlight for important information or interactive callouts. Clarifying usage and simplifying to two colors–with varying opacity–will make consistency easy across the ecosystem.
The majority of crypto projects use lighthearted illustrations and cartoon-like aesthetics. This approach lacks a sense of gravity and feels over-used and generic. Utilizing well composed, authentic photos sparingly can imbue a more personal vibe to the brand.
Simple utilitarian iconography stays out of the way and is only used when it's a universally known form.
The illustration idea is to create snapshots and of an abstract “Layer 2.” Floating wallets hover in the air. Light filled channels materialize between them in a flash. Indicator lights blip on and off as assets are zipped between locations.
The examples provide a sense of how all these components work together. Copy and imagery is placeholder. Actual implementation can be refined and iterated on as we develop working components.