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Ever since its inception in 2016, Finema has undertaken not only several iterations of research and development but also different variations of its logo. As the company’s competence in self-sovereign identity technology grows, so does the sophistication we put in the symbol that sits at the heart of our brand identity.  

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Therefore, A new logo that marks 2020 as the year the company has reached yet another level of maturity. Our core products rely on public-key cryptography based on elliptic curves. In general, its implementation varies by a number of aspects that those in charge of software architecture would have to specify, usually by choosing from a variety of established standards. Our choice involves the so-called secp256k1 domain parameters.
 

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Plotting it yields the following elliptic curve: If we also draw two more of the same curve quadrupled in size and shift them around, we obtain an area that looks like the letter F: We would like to stylize this further by dividing the area into three parts. How should we specify the borders? Below is a sketch. we obtain the logomark, filled with three blue shades of our liking. Our logo has always been blue, and it remains so.  

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As to the wordmark, we want it to be unassuming and not visually competing with the logomark. A grotesque sans-serif typeface is most appealing to us. We end up settling on Helvetica Now by Monotype, the latest modernized version of Helvetica. The letter E is made xi-like for a futuristic touch. The placement and other attributes, such as the height and tracking, of the wordmark are as defined here.  

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