# Designing a new Foundry logo

By [Arby](https://paragraph.com/@nofacedev) · 2022-06-07

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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](https://book.getfoundry.sh/), 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](https://journals.sagepub.com/doi/10.1016/j.intmar.2020.06.002) 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](https://emojipedia.org/hammer-and-pick/) ( ⚒️) 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:

![My proposed logo as logotype ](https://storage.googleapis.com/papyrus_images/b45896dc20bcbb7d4147213325eb30e8331c51119bc7c1144a6042db9c559827.png)

My proposed logo as logotype

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:_

![www dot free creative commons clip art mash up images dot com](https://storage.googleapis.com/papyrus_images/586f4bb0983b3df0f3e0807e6b664d23b86ebd278de9ebcf080311298680a2bd.png)

www dot free creative commons clip art mash up images dot com

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:_

![Do you even TDD bro?](https://storage.googleapis.com/papyrus_images/bdf01f3fffeccf0fb4f43ea43a6ab01edcbe43c2f15e739d65b9384b1a71f2af.png)

Do you even TDD bro?

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:_

![Very nice](https://storage.googleapis.com/papyrus_images/d45c9d04daa533e073f4dee1099f7ca70d693d3bb74ef13a460006309651ac61.png)

Very nice

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:_

![The hammer](https://storage.googleapis.com/papyrus_images/ff0d5fba4e5bbaa4d01d41c49d5b47eb485306d2d04f1aad19c9689c211104a5.png)

The hammer

_Next, let's make an anvil:_

![The anvil](https://storage.googleapis.com/papyrus_images/b1dcb35ee71c8b74fb8898a25f8b891359bb07b872ac415399124896b261048e.png)

The 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:_

![The tongs](https://storage.googleapis.com/papyrus_images/32818222d208345b35cb054eeca1070984c96e8485fc48945db407aadede6587.png)

The 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:

![Hammer and tongs](https://storage.googleapis.com/papyrus_images/63fb3ea62fc2b049d27b9f6b99f4726b01bc2bf2c627bb4bc6cf395deaa662f7.png)

Hammer and tongs

![Diagonal hammer](https://storage.googleapis.com/papyrus_images/515ffb7343faf1c993b46d57ccf99680decc88bd27d050baad2033cb248531f5.png)

Diagonal hammer

![Hammer and anvil](https://storage.googleapis.com/papyrus_images/05e9d61a19385ef58a0889edbd7cd92dae35cc35b6a3a129d6e7dcfad0b913bc.png)

Hammer and anvil

And finally, my proposed logo:

![The Foundry anvil](https://storage.googleapis.com/papyrus_images/ca18494acfd3dbd281f2c8806b9d78a864dfaa173fdb0c5ecdcfb531b59d7846.png)

The Foundry anvil

Let's see what this looks like as logotype:

![](https://storage.googleapis.com/papyrus_images/b45896dc20bcbb7d4147213325eb30e8331c51119bc7c1144a6042db9c559827.png)

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

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*Originally published on [Arby](https://paragraph.com/@nofacedev/designing-a-new-foundry-logo)*