Ethereum name service brand name update shows the bridge Web2 and Web3

TLDR

Ethereum Name Service (ENS) unveiled a new brand identity and website at EthCC.[7]. The rebrand aims to make Web3 more accessible and user-friendly for newcomers. ENS is keeping its visual logo but refreshing the brand aesthetic. The core ENS app will remain unchanged, updates will apply to marketing materials. The rebrand focuses on creating an intuitive user experience similar to the traditional Internet.

Ethereum Name Service (ENS), an open source blockchain naming protocol, unveiled a refreshed brand identity and improved website experience at EthCC.[7] in Brussels.

In the year Launched on July 8, 2024, this brand refresh represents ENS' commitment to bridging the gap between the traditional Internet and the decentralized web, with the goal of making the online world more engaging, accessible and empowering for all users.

ENS has refreshed the brand aesthetic while maintaining its iconic logo. The update also applies to ENS' marketing materials, including its website and social media presence. However, it's important to note that the core ENS application powered by Thorin's design system remains unchanged.

Hori Whittaker, Executive Director of ENS Labs, explained the importance of this rebranding effort.

This rebrand marks a turning point for ENS as we set out to reinvent the Internet. We're meeting people where they are today – curious about Web3 but wary of diving in. We're committed to being your friendly guide to the new Internet, avoiding complex tech talk and embracing accessible language and design.

The main goal of this rebrand is to address one of the biggest challenges facing Web3. While ownership of a digital identity through ENS has always been an easy point of entry into the Web3 space, the project aims to create a user experience as intuitive as using the traditional Internet.

Despite the implementation of new technical changes such as ENSv2, this approach is designed to simplify how crypto-enthusiastic individuals enter the space.

Domenico Peri, head of design and UX at ENS Labs, emphasized the inclusive nature of this rebranding effort.

“We're building bridges, connecting tech enthusiasts with curious newcomers to create a vibrant community where everyone belongs. Our goal is simple: to create a better Internet for everyone. This rebrand is our invitation to you – regardless of your background or expertise – to join us on this transformational journey.

The rebrand focuses on several key aspects:

User Experience: ENS aims to create an interface that does not resemble the often technical and complex UX associated with Web3. Instead, it strives to mirror the experience of using the traditional Internet. Accessibility: By adopting a more accessible language and design, ENS positions itself as a friendly guide to the new Internet, making Web3 concepts comprehensible to a wider audience. Trust: The rebrand is meant to make the decentralized Internet feel more trustworthy and approachable, which may be of concern to newcomers to the space. Collaboration: ENS is fostering a sense of community and collaboration, inviting users from all backgrounds to participate in shaping the future of the Internet.

To promote this new brand identity, ENS is using methods typically associated with Web2 marketing, such as a global billboard campaign. This approach aims to reach a wider audience and demonstrate that Web3 technologies can be as user-friendly and accessible as traditional online services.

The timing of this rebrand is significant as it aligns with ongoing developments in the ENS ecosystem, including the upcoming ENSv2.

By renewing the brand now, ENS is preparing to welcome new users to an improved and more accessible platform as these technical advances continue.