I am a big advocate of Paradigm's Foundry. I really like a lot of things about it (particularly not having to switch between Javascript and Solidity when writing tests).

However, while it's easy to find information about Foundry, there doesn't seem to be any branding for it at all. In my view, visual branding is super important for growing a product's userbase, even when it is a technical product. Products like Rust grow not only because of technical prowess, but also because of branding and a sense of identity and community.

As an aside, there is evidence that products using emojis increases engagement on Twitter but you already knew that since you're probably a 🦀 rustacean 🦀 if you're reading this. I could also propose that the hammer and pick emoji ( ⚒️) is used to represent Foundry developers - but that is for another time.

Disclaimer: I am not a graphic designer.

Let me show you what I came up with:

Now, let's dive into what the existing branding was and how I came to this result.

What is the existing branding?

This is the existing Foundry logo:

I personally think that it looks like a mashup of images from free creative commons clip art images dot com but that's just my opinion. The product is amazing and this doesn’t do it justice. I mean, they had to design a way to throttle chain queries since it was too fast and getting rate limited.

There is this cool graphic:

I like this since:

1. It is a cool graphic depicting the typical Foundry chad
2. It shows that the Foundry team likes the tongs as an image. I can work with that.

This is the existing Paradigm logo:

I like the simplicity of the logo but also how it represents complexity arising from simplicity (the four triangles with truncated corners) which might be a fancy metaphor for web3 itself. I’m a big fan of this.

Let's make some new branding!

Obviously the team had some ideas in mind when designing the original logo. Let's stick to things like dimensions and layout.

Firstly, let's make a hammer which roughly matches the dimensions of the hammer used in the old logo:

Next, let's make an anvil:

Here I chose to keep the motif of the 'truncated triangle' that Paradigm uses to denote that it is a Paradigm product (and I think it fits the anvil look pretty well!).

Lastly, let's make a set of tongs:

Nice, let’s combine them and see how they look!

Let's make some logos!

Let's put them all together now to create a new logos!

Here are a few I created:

And finally, my proposed logo:

Let's see what this looks like as logotype:

Yeah, I think it looks pretty cool!

Let me know what you guys think! I really think that it embodies the Paradigm look and feel! Paradigm is free to do whatever they want with this :)

Keep up the good work guys!

- Ulquiorra