A single peak inside a rounded tile. It reads as a chart line and as an M, and it is the only symbol that stands in for OneToken on its own. Use the acid tile wherever colour is available.
Below the minimum the peak fills in and the tile radius reads as a circle. Use the mono outline instead.
Clear space is half the mark height on every side. Nothing crosses the dashed boundary, including type, rules and the edge of a photo.
The wordmark
The mark set with the name. This is the default lockup. It is type, not a drawing, so it can be rebuilt exactly from the spec, but always use the supplied file rather than setting it by hand.
Name OneToken, one word, capital O and capital T, no space
Mark height 1.6 times the type size
Gap 0.55 times the type size, measured tile edge to first letter
Alignment tile centred on the cap height, not the baseline
The supplied SVG carries the letterforms as outlines, so it renders identically with no font installed.
Colour
Paper and ink carry the interface. Acid is the single accent and it is used sparingly, for the mark and for one primary action at a time. Select a swatch to copy its value.
Chain accents
Used only to identify a network. They are never a brand colour and never carry an interface.
Acid is not a text colour. It fails contrast against paper at every text size. Set type in ink on acid, never acid on paper.
Type
Three families, each with one job. All three are open source and available from Google Fonts.
Display, Fraunces 600
Launch once.
ABCDEFGHIJKLM abcdefghijklm 0123456789
Headings and the wordmark. Tight tracking, never below 20px.
Text, IBM Plex Sans
Trade everywhere.
ABCDEFGHIJKLM abcdefghijklm 0123456789
Body, interface and buttons. Weights 400, 500 and 600.
Data, IBM Plex Mono
0x8f2a…31c
ABCDEFGHIJKLM abcdefghijklm 0123456789
Addresses, amounts, hashes and labels. Anything a reader may need to compare character by character.
Using it
The mark carries a financial product, so the rules protect legibility and honesty before they protect style.
DO
Use the supplied files at any size above the minimum.
DO
Place the mark on paper, ink or a plain photograph with room around it.
DO
Write the name as OneToken, one word, capital O and capital T.
DO
Use the mono outline where a single colour is the only option, such as an engraving or a stamp.
DO NOT
Recolour the tile or the peak. Acid and ink are the only combination.
DO NOT
Stretch, rotate, outline, or add a shadow to either the mark or the wordmark.
DO NOT
Write One Token, Onetoken or ONETOKEN in running text.
DO NOT
Rebuild the wordmark by setting the name next to the mark by hand.
DO NOT
Imply a partnership, endorsement or listing that does not exist by placing the mark beside another.
Voice
OneToken describes what happens, in the order it happens, and stops. It is a launchpad for other people's tokens, so overstatement costs someone money.
How it sounds
YES
Plain and specific. Launch once. Trade everywhere.
YES
Sentence case in headings. Full stops in taglines.
YES
Name the mechanism. A one sided curve, zero upfront capital.
YES
State a limit as plainly as a feature.
How it does not
NO
No returns, no price talk, no guaranteed, no to the moon.
NO
No hype adjectives. Revolutionary, seamless, next generation.
NO
No em dashes and no middots. Join clauses with a full stop, a comma, or a word.
NO
Never imply a token launched here is endorsed, vetted or safe.
Everything, in one place
Individual files. Right click and save, or select to download.
