Official Websites
Brand Guidelines
2018
Brand Summary
Mission
- Harmony is building an open consensus platform to 1000x the world’s decentralized economies, aiming for well-being for one and all and supporting the greater good of people everywhere—for generations to come [^1].
Core Values
- equality
- privacy
- celebration of life
- unity
- accord
- agreement
- balance
- consensus
- community-driven
- open source
- impact at scale
- well-being
- individual freedoms
Target Audience
- Developers, investors, the public, enterprises/institutions, regulators, and the AI community, with messaging tailored to each group [^2].
Personality Traits
- brilliant
- compassionate
- community-driven
- ambitiously idealistic
- down-to-earth
- inclusive
- calm
- serene
- professional
- modern
Visual Identity Overview
- Harmony’s visual identity features a modern, minimalist style with a clean logo composed of interconnected, rounded shapes in gradient blue and green hues, paired with sans-serif typography. The color palette includes Electric Blue, Mint Green, Midnight Blue, and Cool Gray, used in gradients and geometric patterns. The overall look is balanced, calm, and professional, emphasizing unity and harmony [^3].
Categories
Brand Voice
- Brilliant Our vision, skills, and proven expertise light the way forward.
- Compassionate We seek well-being for every person on Earth.
- One We support individual freedoms through community-driven thinking.
- Our values drive us, but it’s a down-to-earth vision of a better world that guides us. And while we’re not afraid to shoot for the stars, our feet are on the ground-right next to each and every fellow human we share this beautiful planet with.
- While our voice is classic “head in the clouds, feet on the ground,” our tone varies depending on the audience we’re reaching out to. At heart we’re always ambitiously idealistic, but our specific communications reveal the individual notes we’re made up of.
- We’ll define our tone for every audience we connect to: • Public: Egalitarian inclusion (Greater Good) • Enterprise/institutions: dApps (Societal Usability) • Regulators: Functionality and Will of the People (Transparency) • AI community: Global Machine Learning and AI marketplace (AGI/Noosphere)
- We say… Open Consensus Decentralized economy Platform Build Impactful One and all Well-being Empower Global-scale
- We avoid saying…. Connected Blockchain / Cryptocurrency Economy (alone) Product / Internet Engineer Performance Peer-to-peer Joy Powerful Global (alone)
Brand Imagery
- Silhouette of a Deer - The image should depict a silhouette of a deer, characterized by its upright posture, with prominent antlers branching out symmetrically on its head, standing on a patch of grass or ground. The backdrop can be a simple gradient sky transitioning from a darker at the top to a lighter hue near the horizon, suggesting dawn or dusk. The setting is natural, with minimal additional elements, emphasizing the deer’s form and antlers against the sky. The overall tone is calm and serene, with the deer as the central subject.
- Harmony Theme Illustration - The picture should feature a clean, modern design emphasizing themes of harmony and unity. It should include a soft, light background with a subtle gradient or blurred landscape suggesting a peaceful outdoor scene, such as a calm lake, trees, and sky at dawn or dusk. In the foreground, there should be an overlapping circular element outlined in a light blue hue, with the word ‘Harmony’ prominently displayed in the center in clear, blue text. Beneath ‘Harmony,’ the phrase ‘For One and All’ should be written in a slightly smaller font. The overall composition should evoke serenity, inclusiveness, and balance. Additional elements could include faint silhouettes of people symbolizing community or unity, integrated seamlessly into the background, enhancing the message without cluttering the design.
- Inspirational Circle Message - The image should feature a circular design with a clean, modern aesthetic. The background inside the circle is white. The border of the circle transitions in a gradient from light blue on the left to light green on the right, giving a soft, appealing gradient effect. The word ‘Brilliant’ is prominently placed near the top of the circle in a large, bold, and bright blue font. Below this, the sentence ‘Our vision, skills, and proven expertise light the way forward.’ is centered in a smaller, gray font. The entire layout is minimalistic, emphasizing clarity and professionalism, suitable for a corporate or motivational message.
- Circle of Compassion - The image should feature a large, circular design with a subtle gradient outline transitioning from light blue at the bottom left to light green at the top right. Inside the circle, centered both horizontally and vertically, the word ‘Compassionate’ should be prominently displayed in bold, blue-colored text at the top. Beneath this, in smaller, regular gray font, the phrase ‘We seek well-being for every person on Earth’ should be clearly legible. The background behind the circle should be plain white, emphasizing the circular element and the textual content inside it. The overall design should evoke a calm, inclusive, and caring atmosphere, aligning with the message of compassion and well-being.
Color Palette
- For Screen | Electric Blue | Mint Green | Midnight Blue | Cool Gray | | #00AEE9 R: 0 G: 174 B: 233 | #69FABD R: 105 G: 250 B: 189 | #1B295E R: 27 G: 41 B: 94 | #758796 R: 117 G: 135 B: 150 |
- For Print | Electric Blue | Mint Green | Midnight Blue | Cool Gray | | C: 71 M: 13 Y: 0 K: 0 PMS: 298 Coated | C: 46 M: 0 Y: 41 K: 0 PMS: 333 Coated | C: 100 M: 94 Y: 34 K: 25 PMS: 3584 Coated | C: 58 M: 40 Y: 32 K: 3 PMS: 2164 Coated |
- Gradient Color Guide ## #00AEE9 ## Mint Green ### #69FABD
Typography
- Nunito is the primary typeface, for text, headlines, and subtitles.
- Extra Light Light Normal Semi-Bold Bold Extra Bold Black
- Fira Sans is for body copy and utility features like user input fields.
- Thin Extra Light Light Normal Medium Semi Bold Bold Extra Bold Black
- Nunito Normal #1B295E
- Nunito is the primary typeface, used for text, headlines, and subtitles.
- Fira Sans Normal #758796
- Use Fira Sans for body copy and utility features like user input fields.
Logo Usage
- @ color logo is preferable on white background.
- Don’t use the flat logo color with word mark.
- @ white logo is preferable on dark background.
- Don’t change the color of the logo, outside of approved treatments.
- Don’t change the gradient direction.
- Don’t use outline of the logo.
- Color logo can be used on light and simple photography.
- Don’t scale unproportionally.
- One color logo is preferable on dark and colorful photography background.
- Don’t use logo with tagline at a small scale.
- Don’t use color logo on complex and colorful photography.
- Don’t use the gradient logo at small scale.
- The logo is designed to scale systematically based on use case and pixel dimension, providing continuous brand recognition regardless of resolution. This also allows the logo to be used as a token at smaller sizes.
Tone And Messaging
- Innovation inspires us, but a higher purpose maps the way. We choose to foster equality, respect privacy, and celebrate life. And because of that, we’re not just technology leaders with a big idea, we’re agents of a better future.
- lfwe succeed in uniting developers to build the Harmony platform, the resulting marketplace of decentralized economies will support the greater good of people everywhere—for generations to come.
- Brilliant Our vision, skills, and proven expertise light the way forward.
- Compassionate We seek well-being for every person on Earth.
- One We support individual freedoms through community-driven thinking.
- Our values drive us, but it’s a down-to-earth vision of a better world that guides us. And while we’re not afraid to shoot for the stars, our feet are on the ground-right next to each and every fellow human we share this beautiful planet with.
- While our voice is classic “head in the clouds, feet on the ground,” our tone varies depending on the audience we’re reaching out to. At heart we’re always ambitiously idealistic, but our specific communications reveal the individual notes we’re made up of.
- We’ll define our tone for every audience we connect to: • Public: Egalitarian inclusion (Greater Good) • Enterprise/institutions: dApps (Societal Usability) • Regulators: Functionality and Will of the People (Transparency) • AI community: Global Machine Learning and AI marketplace (AGI/Noosphere)
- We say… Open Consensus Decentralized economy Platform Build Impactful One and all Well-being Empower Global-scale
- We avoid saying…. Connected Blockchain / Cryptocurrency Economy (alone) Product / Internet Engineer Performance Peer-to-peer Joy Powerful Global (alone)
Brand Values
- Innovation inspires us, but a higher purpose maps the way. We choose to foster equality, respect privacy, and celebrate life. And because of that, we’re not just technology leaders with a big idea, we’re agents of a better future.
- If we succeed in uniting developers to build the Harmony platform, the resulting marketplace of decentralized economies will support the greater good of people everywhere—for generations to come.
- Brilliant Our vision, skills, and proven expertise light the way forward.
- Compassionate We seek well-being for every person on Earth.
- One We support individual freedoms through community-driven thinking.
Visual Style
- The image should depict a silhouette of a deer, characterized by its upright posture, with prominent antlers branching out symmetrically on its head, standing on a patch of grass or ground. The backdrop can be a simple gradient sky transitioning from a darker at the top to a lighter hue near the horizon, suggesting dawn or dusk. The setting is natural, with minimal additional elements, emphasizing the deer’s form and antlers against the sky. The overall tone is calm and serene, with the deer as the central subject.
- The picture should feature a clean, modern design emphasizing themes of harmony and unity. It should include a soft, light background with a subtle gradient or blurred landscape suggesting a peaceful outdoor scene, such as a calm lake, trees, and sky at dawn or dusk. In the foreground, there should be an overlapping circular element outlined in a light blue hue, with the word ‘Harmony’ prominently displayed in the center in clear, blue text. Beneath ‘Harmony,’ the phrase ‘For One and All’ should be written in a slightly smaller font. The overall composition should evoke serenity, inclusiveness, and balance. Additional elements could include faint silhouettes of people symbolizing community or unity, integrated seamlessly into the background, enhancing the message without cluttering the design.
- The image should feature a circular design with a clean, modern aesthetic. The background inside the circle is white. The border of the circle transitions in a gradient from light blue on the left to light green on the right, giving a soft, appealing gradient effect. The word ‘Brilliant’ is prominently placed near the top of the circle in a large, bold, and bright blue font. Below this, the sentence ‘Our vision, skills, and proven expertise light the way forward.’ is centered in a smaller, gray font. The entire layout is minimalistic, emphasizing clarity and professionalism, suitable for a corporate or motivational message.
- The image should feature a large, circular design with a subtle gradient outline transitioning from light blue at the bottom left to light green at the top right. Inside the circle, centered both horizontally and vertically, the word ‘Compassionate’ should be prominently displayed in bold, blue-colored text at the top. Beneath this, in smaller, regular gray font, the phrase ‘We seek well-being for every person on Earth’ should be clearly legible. The background behind the circle should be plain white, emphasizing the circular element and the textual content inside it. The overall design should evoke a calm, inclusive, and caring atmosphere, aligning with the message of compassion and well-being.