What is the best way to transform a brand built on complicated technology and reserved for techno-insiders into one that’s accessible to everyone? Cartesi was faced with this problem when they rebranded in 2022. The push was led by Cartesi, who combined a more attractive style and a stronger brandline to create The Blockchain OS. Cartesi sees the OS as an opportunity for empowerment. It opens up the world of blockchain and pave the way to a brighter, more equitable future. They’re inviting people to come into a new home – a progressive place that is welcoming, warm and hopefully inspiring to those that join. The new brand tag is, therefore, Home to what’s next.

The new brand uses balanced colors – colder blues with warmer yellows – and contrasting messages to make reference to the fact that it’s better when you’re inside our home, meeting like-minded people who are already embracing the opportunities Cartesi is creating. To reflect this new offering, the logo and typefaces were updated. We are less cold and more warm. New photography styles focus on what’s happening inside. This is to attract and appeal to people who may benefit from having a place they call their own. They will feel at home and connected.

There’s a new OS

Blockchain OS will bring Linux to blockchain. Cartesi has transferred an operating system that is well-known to the blockchain. The first-ever Linux program that can be used to build blockchain applications is available. It’s a breakthrough and a great opportunity for millions of developers to jump into the Blockchain space. With their existing libraries and services on blockchain, no developer was able to code before. Their task was to observe blockchain’s evolution from far away, and wait for the moment when they could step in. It is now their turn.

Erick de Moura CEO Cartesi explains why an OS built in blockchain is necessary:

“Web 1 and Web 2 run entirely on operating systems like Windows and Linux. On top of the operating system, people create applications for mobile and the internet. But then suddenly when we go from Web 2 to Web3 we don’t have a proper operating system. For developers, this leaves them with an even more primitive environment for developing their apps. Developers are left with a much less advanced environment to develop their applications. What we’re trying to do with Cartesi is to bring back a proper OS to Web3, to blockchain, and with that, really help to unlock these network effects that we are waiting to see.”

Cartesi, a brand that aims to be decentralized, is using community-driven and high-quality photography.

Brand new values

The new brand carries new, more distinct values. Cartesi believes strongly in the power and potential of human collaboration and is optimistic about the future. Blockchain OS can be seen as an opportunity for empowerment. All are welcome to contribute to applications that open blockchain up to everyone for a fairer and more secure future. Diego Nehab, Co-founder Cartesi emphasizes the openness of The Blockchain OS.

“What the OS, and blockchain movement in general, wants to bring is openness and to make sure that technology is not under the control of any authority – you don’t have to trust whoever is running the OS. So that developers can be creative, we try to remove any barriers to their creativity. This will allow them to come from outside with new ideas for Web 3.0. Doesn’t have to face the harsh reality thinking: oh no, this will be way too expensive or way too slow, it would not be performant or this is just way too complicated. Cartesi is trying to narrow this gap as much as possible so that the applications that people come up with will be doable, at least most of them”.
Brand decentralized

Cartesi’s rebranding is done centrally, but with the goal of becoming decentralized. The Blockchain OS will not only be decentralized but the brand itself will become decentralized. The community will own the brand over time. Nathalie Brähler, Head of Marketing at Cartesi is conducting research on that process:

We have witnessed a change from one brand personality to multiple brands over the past decades. Users can express themselves on social media, create advertising and promotion styles, and even set their price. People can then co-own projects or firms through tokens or new forms of stewardship or community ownership. Often, branding remains centrally controlled. The next phase is now underway. This will be the time when we see the rise of decentralized branding, also known as ‘headless brand’. They are independent, created from the contributions of many actors in the slipstream.

Cartesi will be speaking at SXSW2022 to discuss decentralized, headless brands

Cartesi’s brand library will eventually become available to the ecosystem, providing those who support The Blockchain OS with the means to tell their own stories in the identifiable style of Cartesi’s new visual language. With this in mind, the new visual language is kept simple but not limited, there’s for instance an eighth-color palette. The new visual language also includes community-driven photography, which is done in partnership with community-powered photography platforms.

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