Aave is a decentralized, non-custodial liquidity protocol where users participate as suppliers or borrowers. Suppliers provide liquidity to the market while earning interest, and borrowers access liquidity by providing collateral that exceeds the borrowed amount. The protocol is governed by the Aave DAO. [1]
Design and History
The protocol launched in 2017 as ETHLend, a peer-to-peer lending platform built on Ethereum. The project rebranded to Aave, the Finnish word for “ghost,” and introduced a friendly ghost mascot that symbolizes the invisible nature of decentralized lending. The rebrand coincided with the protocol’s shift from peer-to-peer lending to a pooled liquidity model, with the new brand launching alongside the V1 protocol in January 2020. [2] [3]
In 2024, Aave Labs proposed a complete visual identity refresh as part of its Aave 2030 roadmap. The proposal introduced a new visual identity system aimed at providing a unified and futuristic image for projects across the Aave ecosystem, while inheriting Aave’s friendly ghost image. [4] The refresh was confirmed in July 2024, with the new brand featuring a Ghost Logomark and Aave Wordmark. The signature ghost and purple color palette remained at the heart of the identity, but with a modernized and streamlined approach. [5] [6]
Meaning and Symbolism
The Ghost Logomark stands at the heart of Aave’s visual identity, embodying the brand across all platforms. The logomark reimagines the classic Aave ghost symbol to maintain a uniform image whether in print or digital form, and is crafted from sleek, circular designs. [7]
The ghost mascot, named Ronnie, is described as Aave’s friendly ghost mascot, available in airbrush and line styling. [8] The Ghost Logomark can showcase a spectrum of emotions through the ghost’s facial expressions, and derivative logos exist for different contexts: the Community ghost features star-shaped eyes, the Events ghost features heart-shaped eyes, and the DAO ghost features rhombus-shaped eyes. [7]
Typography and Design
The Aave brand typeface is FT Regola Neue by Formula Type, which merges geometric and grotesque elements into a geo-grotesque style. Its circular profile complements the semicircular shapes common across the brand’s various elements. The typeface comes in Regular, Medium, Semibold, Bold, and Italic weights. [7]
The Aave wordmark is set in lowercase and designed to mimic the aesthetics of the logomark, with clean geometric forms that utilize the same circular profile established within the Ghost Logomark. [7]
Aave’s primary color palette comprises two key scales: Gray and Purple, used in critical visual communications including the Ghost Logomark and the Aave Wordmark. An extended palette provides additional colors for illustrations and derivative logos. [7] [6]
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