Introducing The New Abridged Brand
Abridged is proud to announce its brand new brand and website!
We would like to take the opportunity to share the inspiration behind the new Space-race-inspired brand.
First, one must understand the company behind the brand:
What is Abridged?
Abridged represents the technology stack that can used to build blockchain applications.
The Mission
Abridged was designed to make crypto more accessible than ever before.
The Vision
Abridged ultimately will enable anyone; developers, teams or individuals, to build crypto tools and decentralized functionality into their projects with minimal effort and coding.
The Branding Goal
The goal with the branding of Abridged was to create a simple, fun and accessible look and feel that would emulate a user-friendly, accessibility of the product.
The Brand Aesthetic
After months of conceptualizing and developing the Abridged story, we realized that the style that most resonated with Abridged team and best aligned with the mission of the Abridged product offering is Mid-Century Modern. We chose a mid-century modern aesthetic with bold illustrations to convey easy of use, simplicity by design, and an inviting playfulness.
We used the visual reference of friendly robots to convey the idea that the complexity of the technology does not need to be intimidating, and that the ‘bots’ will take care of the complicated technical work. The ideas is that the robots help the users build complex technical applications, but as politely as a home robot that you might have seen in a 1960s Scifi film.
Two Brands, One Design Aesthetic
Over the last couple months, we realized that Abridged needed to be split into two brands, one for the devs; Abridged, and then a more simple, sister brand for its consumers.
And Thus, Collab.Land Was Born
To clarify, Abridged powers the consumer-facing product, Collab.Land.
Collab.Land
Collab.Land is the user-friendly, community-management platform designed for anyone, not just developers, to come build the tools they need to grow and manage their community, with no coding necessary.
In Collab.Land, users can connect any social media or payment apps that their community already uses to collaborate virtually, and Abridged will manage the complicated coding, cryptography, and distributed protocols.
We wanted both brands to have a futuristic yet friendly brand, here to make workflow better with our crew of helpful robots.
A Time of Innovation
We were inspired by the thoughtful, innovative design of the Space Race era. It was a time when people were opening their minds, and rebelling in the name of peace and love amidst the Cold War. It was a time when innovation, capital, creativity, and “moonshot” goals all magically aligned to achieve a feat of humanity that is still unbelievable today, especially considering they didn’t even have the internet yet!
As Margaret Hamilton, the computer scientist who led development for the NASA Apollo flight software, said, “Looking back, we were the luckiest people in the world. There was no choice but to be pioneers.”
This design movement emerged during the middle of the 20th century (roughly 1940s-early 1970s). Mid-century design is characterized by being “modern” in style and construction, and aligned with the Modernism movement, which is typically characterized by clean, simple lines, honest use of materials, and generally avoiding decorative embellishments.
Like SpaceX and NASA, we wanted a strong, clean, simple, minimalist design.
From the outside of the SpaceX factory, to the SpaceX websites, to the inside of the rockets, one can observe a clean, simple, sleek, minimalist design, just as NASA embraced in the 1960’s. We wanted the Abridged brand on that same sleek, timeless train.
We ultimately wanted the Abridged brand to feel optimistic, innovative and design-focused, just like the time period when humans were managed to fly to the moon. The fact that men flew to the moon on rockets with the computing power of a pocket calculator and no WiFi is a miracle that still inspires us today.
If you’d like to make a difference, leave the world a better than you found it. — Neil Armstrong
The Design Philosophy
The simplicity of the design should mirror the simplicity of the product, so the users never feel overwhelmed by complicated tech.
The Typography
The Playfair Display font has been chosen for use in headlines and other display-sized text on the screen as a primary font. The Roboto Regular and Roboto Light fonts are for use secondary fonts all other copy — body text, taglines, titles etc.
The Abridged Team
is streamlining tools that allow users to create different ways to connect with communities and engage customers with mind-blowing ease. Their mission is to empower communities, teams or any type of group to collaborate better.
Abridged believes
that anyone with an idea should be able to build what they want to build. Collab.Land empowers users to build anything for their community, and the underlying SDK and no-code stack gives similar superpowers to crypto application developers.
We and our robot friends are here to help!
Feel free to explore the Abridged.io and Collab.Land universe!
This brand and website redesign was a collaboration between Block Theory and MagicPowered.
Join us!
