Ethereum Name Service Introduces New Branding to Connect Web2 and Web3
Ethereum Name Service (ENS) has revealed its fresh brand identity and redesigned website at EthCC[7], aiming to enhance the accessibility and user-friendliness of Web3 for newcomers.
ENS, the open-source blockchain naming protocol, launched its refreshed brand at the EthCC[7] conference in Brussels, signifying its commitment to bridging the gap between the traditional internet and the decentralized web. The objective is to create a more intuitive, accessible, and empowering online world for all users.
While the iconic ENS logo remains unchanged, the brand aesthetic has been refreshed across marketing materials, including the website and social media presence. However, it is important to note that the main ENS application, powered by the Thorin design system, remains unaffected.
Khori Whittaker, Executive Director of ENS Labs, highlighted the significance of this rebranding effort, stating that the primary goal is to address the challenge of user onboarding in Web3. While ENS has always provided an easy entry point into the Web3 space through digital identity ownership, the aim now is to create a user experience that feels as intuitive as using the traditional internet, even with the implementation of new technical changes like ENSv2.
Domenico Perri, Head of Design and UX at ENS Labs, emphasized the inclusive nature of the rebranding effort. The focus is on several key aspects:
User Experience: ENS aims to create an interface that is user-friendly and familiar, rather than technical and complicated like Web3. The goal is to mirror the experience of using the traditional internet.
Accessibility: By adopting accessible language and design, ENS aims to be a friendly guide to the new internet, making Web3 concepts more understandable to a wider audience.
Trust: The rebranding is designed to make the decentralized internet feel trustworthy and approachable, addressing concerns of newcomers to the space.
Collaboration: ENS fosters a sense of community and collaboration, inviting users from all backgrounds to shape the future of the internet.
To promote the new brand identity, ENS is employing marketing tactics typically associated with Web2, such as a global billboard campaign. The aim is to reach a broader audience and demonstrate that Web3 technologies can be as user-friendly and accessible as traditional online services.
The timing of this rebranding effort aligns with ongoing developments in the ENS ecosystem, including the upcoming ENSv2. By refreshing its brand now, ENS is preparing to welcome new users to an improved and more accessible platform as these technical advancements are rolled out.
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