Brand introduction

2019

What is Edge?

Edge is the future of cloud computing

Edge is to the cloud what the cloud was to owned infrastructure. It decentralizes compute and storage capacity, creating a network that utilizes the spare computing power that is all around us to provide faster, more powerful and more secure digital services.

Mission Statement

To uphold the founding principles of the Web by democratizing computational power. Edge gives ownership of the network to everyone that is connected to it, and makes them the beneficiaries of the revenue that comes from its use.

Vision

The Edge network as the standard for decentralized computing. A network of millions of nodes, directly addressable and usable by anyone. A governance system free from individual or multinational control, organized by a Decentralized Autonomous Organization.

use

The Edge Network gets your digital product and content closer to the point of consumption than any other platform.

And because the network makes use of the spare capacity within the devices all around us, it’s better for the environment. We’re not building polluting data centers. This means that using the network offsets your carbon footprint, generating a carbon credit.

Oh, and it’s cheaper too.

tone of voice

keywords

As a brand Edge seeks to demystify and simplify the complexities around the technology of decentralization. To achieve this we communicate in a clear and accessible way. The brand is progressive and innovative, leading the way in blockchain and edge computing.

It gives users peace of mind through secure and dependable communication, ensuring complete transparency. The tone is uncomplicated and genuine, whilst being authoritative and engaging. Some key words that frame the brand communication style are listed here.

Hard

  • Innovative
  • Progressive
  • Expert
  • Authoratitive
  • Engaging
  • Secure
  • Dependable
  • Resilient

Soft

  • Simplified
  • Uncomplicated
  • Accessible
  • Conversational
  • Genuine
  • Positive
  • Cheerful

Logo

Concept

Edge levels the playing field. It enables everyone to contribute, be part of, and access a network that exists all around us in the devices we use day-to-day. Edge simplifies the complex, and by decentralizing the network creates a level of equality and functionality that surpasses any current offering.

Our logo is derived from these ideas, communicating them in a balanced, aesthetically engaging mark. It displays uniformity and simplicity. A perfect circle denotes equality, clarity, ease of use and accessibility. The circle is also a representation of the individual nodes which make up the network.

Reference to the ‘power symbol’ communicates the idea of democratizing computational power, bringing it closer to the user utilizing it in the devices that surround us. It's green because it is always on, and because the network has a postive environmental impact.

The ‘e’ is edge.

Edge icon evolution

Logo

Icon

The Edge icon is the foundation of the logo. It is developed from a perfect circle conveying equality and balance. The mark reads as a lowercase ‘e’, whilst also referencing the power symbol.

Using a refined line weight it is both bold and elegant, and it is instantly recognizable. The colour is striking and engaging and will ensure standout amongst the plethora of cryptocurrency brands.

The Edge icon is a standalone symbol used in isolation when the wordmark is not appropriate or relevant, for example as a currency symbol.

Edge icon
Edge icon on black
Edge icon on green

Logo

primary wordmark

The Edge wordmark is the primary logo for the brand. The wordmark is constructed using the ‘e’ icon. The ‘g’ is the same shape flipped and rotated. The ‘d’ is derived from the same circular shape. This creates an even, balanced mark which conveys the brand ethos in a clear and elegant way. The four linked circles can be seen as nodes, connected across the edge network.

The primary wordmark should be used whenever possible to represent the brand.

Edge full logo
Edge wordmark on black
Edge wordmark on green

Logo

alternative wordmark

The alternative wordmark is constructed from the same elements as the primary mark. However it is organized in a square format allowing it to fit into different shaped spaces, whilst maintaining overall brand recognition.

This mark should be used sparingly but can be used as an alternative to the primary wordmark.

Edge alternative logo
Edge alternative wordmark on black
Edge alternative wordmark on green

Palette

Hexadecimal colour codes

edge green

#0ecc5f

black

#000000

dark grey

#333333

white

#ffffff

The primary brand colour is green. This is representative of the fact that the network is always live, always on and accessible. Green also represents the environmental advantages synonymous with the Edge network.

The supporting palette is minimal and functional, creating a refined, streamlined look & feel.

Typography

Typefaces

Inter

Inter is a typeface carefully crafted & designed for computer screens. It is used for headlines and body copy.

inter

semi-bold

abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
1234567890

inter

medium

abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
1234567890

inter

regular

abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
1234567890

Fira Mono

Fira Mono is a monospaced font typically used for code. It is used for labelling and calls to action.

fira mono

regular

abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
1234567890