Linea

What started it?

When you say “Layer 2 protocol,” most people think: technical, complex, distant. For Linea, we wanted the exact opposite. The goal was to make the brand more human, more exciting—something that feels approachable without losing its roots in advanced tech. We reworked the graphic system into a revised ASCII style, bringing more variation in shapes and colors to express evolution. Still grounded in its tech DNA, Linea’s new identity now reflects a brand that is as human and inclusive as it is powerful.

works

Art Direction
Branding
Illustration
Motion

Approach

The design system was built on the concept of evolution—honoring what Linea already was, while guiding it into what it could become.

— Revised ASCII style: Instead of the previous bitmap approach, we introduced a refreshed ASCII-inspired system with greater variation in shapes and colors. This kept the technical feel while adding distinctiveness and flexibility.

— Color expansion: Beyond Linea’s black, white, and cyan, we introduced new hues designed to bring warmth and emotional resonance. These tones were carefully selected to complement MetaMask’s refreshed palette, aligning Linea more closely with the wider Consensys ecosystem.

— Shapes and motion: The visual language was expanded with flexible forms and dynamic compositions, designed to make the brand feel more inviting and energetic while retaining a sense of technical reliability.

This new system allows Linea to communicate its dual nature: human and approachable on the surface, deeply technical at its core.

Lead Designer: Tsvetan Mitev

ASCII Style

The primary graphics for the Linea brand feature a bespoke ASCII style, making the identity instantly recognizable and distinguishable within the Layer 2 ecosystem. This unique visual language combines a clear structural framework with playful color variations, balancing technical credibility with human warmth. To streamline the creative process, we developed a custom tool that generates ASCII-style illustrations in just a few clicks, ensuring consistency while leaving room for experimentation.

3D Illustrations

To extend Linea beyond a purely two-dimensional identity and strengthen its resonance with the MetaMask rebrand, we introduced a dedicated 3D illustration style. Each composition blends three layers of visual language:
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— Geometric shapes for structural clarity,
— Abstract shapes for creative expression,
— Thematic shapes for narrative depth.

These elements are softened with gradients, textures, and a subtle grain, all drawn from the expanded Linea palette. The result is a dynamic illustration system that feels both technical and approachable, expanding Linea’s expressive range across digital and physical touchpoints.