Brand and Identity

Design and tone signal intent.
Good identity systems build recognition, trust, and emotional pull.
They also help teams move faster by cutting down on ambiguity.

Your brand is more than the logo.
It’s the impression people have when they encounter your project —
on a timeline, in a wallet, or in conversation.

It should create recognition, clarity, and energy.

Logo, color palette, and font system
Naming rationale (product, protocol, token, etc.)
Brand voice and tone — with example phrases
Visual examples: Twitter templates, blog format, deck slides
Where assets live and how to request/use them

✅ Checklist

Logo and visual assets stored centrally (e.g. Notion, Figma)
Social templates consistent with site tone
Naming decisions documented (with do/say + don’t/say list)

⚠️ Anti-Patterns

Do not:

Use conflicting names for the same thing
Use visuals that clash with the tone of voice
Make people hunt across Slack or Notion to find the latest logo