Behind Insolar’s new brand identity

One of the things that excites us most about our company’s new and expanded vision is the brand identity which we have created to shepherd that vision. From the outset, we knew that we needed a name that accomplished three goals at once: It must pay honor to our history, be evocative and immediately memorable, and symbolically reflect our mission and what we do. The name which we are excited to present to you today, and which you now know, is “Insolar.”

The first three letters in Insolar’s name are a callback to our original identity, INS. The imagery that Insolar evokes is of one of humanity’s most iconic symbols: the sun. Amidst the many technical names in the blockchain industry, “Insolar” is refreshingly poetic and will draw attention from journalists, developers, and enterprise leaders, and will stay with them afterward.

Most importantly, “Insolar” perfectly describes the height of our ambitions and what we are building. The sun is aspirational and global in scope. It is in the center of our solar system, connecting and powering the many surrounding planets with illuminating rays. Similarly, our technology is at the center of the next generation, which will be powered by distributed business networks. Like planets, the many stakeholders involved in these networks come in different shapes and sizes, with different characteristics, but they are all united together in a stable and mutually-reliant system, and powered by Insolar.

Distributed business networks offer enterprises tangible benefits that range from cost-cutting efficiencies, to improved revenue generation, to making possible new business models. Before all else, one factor enables all these benefits: Trust. The improved trust that comes from a distributed business network cuts costs because it means that you do not have to verify that the data which a stakeholder sends to you is accurate. It also increases revenue, because you can more easily connect or sell your data to others. As you would expect, trust is reflected prominently in Insolar’s identity: Just like the sun’s light, Insolar illuminates the interactions that flow between companies and their stakeholders, making them transparent and verifiable by all parties.

Our new brand name is complemented by a logo that captures its spirit of far-reaching ambition, network centrality, and illumination:

We hope that you have enjoyed the story of our new brand identity and are as excited as we are by the massive potential which it suggests.