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Talent Protocol — Brand Guidelines

Status: WIP
Last updated: 2025-12-15
Maintained by: @filmacedo
Purpose: Define how Talent Protocol should be represented visually and verbally across products, content, and interfaces.

Brand Essence

Talent exists to give builders the recognition they deserve.

The brand should feel:

  • Credible
  • Modern
  • Builder-first
  • Data-driven
  • Confident without hype

Positioning

Talent is the largest network of verified onchain builders.

  • Talent is not a job board.
  • Talent is not a résumé platform.
  • Talent is not social media.

Talent is a reputation and ranking system powered by verified data.

Voice & Tone

Voice

  • Clear and direct
  • Confident but not arrogant
  • Precise over poetic
  • Product-led, not marketing-led

Tone

  • Neutral to optimistic
  • Informative by default
  • Avoid exaggeration, buzzwords, and vague claims

Do

  • Use simple language
  • Explain concepts plainly
  • Let data and rankings speak

Don’t

  • Overpromise outcomes
  • Use hype-driven crypto language
  • Sound corporate or promotional

Visual Identity

Overall Look & Feel

  • Clean, minimal, and functional
  • Designed for clarity and scanability
  • UI should feel closer to analytics tools than social feeds

The product should visually reinforce:

  • Objectivity
  • Verification
  • Trust

Color System

  • Dark-first UI with high contrast
  • Limited color palette
  • Color used intentionally to signal status, rank, or change

Guidelines:

  • Avoid decorative colors
  • Use color to encode meaning (e.g. ranking movement, performance)
  • Neutral backgrounds, strong foreground contrast

Typography

  • Sans-serif, modern, highly legible
  • Prioritize readability over personality
  • Clear hierarchy between headings, labels, and data

Guidelines:

  • Numbers and metrics should be easy to scan
  • Avoid playful or expressive fonts
  • Consistent typography across product and marketing surfaces

Layout & Composition

  • Grid-based layouts
  • Generous spacing
  • Strong alignment

Guidelines:

  • Information density is acceptable when structured
  • Avoid visual clutter
  • Prefer tables, lists, and charts over long text blocks

Data Visualization

  • Charts, rankings, and metrics are core brand elements
  • Visualizations should be simple and unambiguous

Guidelines:

  • No unnecessary animation
  • Labels over legends when possible
  • Rankings should always be clear and comparable

Iconography & UI Elements

  • Simple, geometric icons
  • Functional over decorative
  • Icons should support comprehension, not branding flair

Guidelines:

  • Avoid novelty icons
  • Maintain consistent stroke weight and style

Motion & Interaction

  • Motion should be subtle and purposeful
  • Used to reinforce hierarchy, feedback, or state changes

Guidelines:

  • No playful or flashy animations
  • Transitions should feel fast and responsive
  • Motion should never distract from data

Brand in Product

  • The product UI is the primary expression of the brand
  • Marketing pages should mirror product aesthetics
  • Rankings, leaderboards, and scores are the hero elements

Brand in Content

  • Visuals should mirror product UI when possible
  • Screenshots > illustrations
  • Diagrams and charts over abstract imagery

References

  • Brand assets: Notion Brand Guide
  • Product UI: Talent Apps