Brand Guidelines

BASIS presents digital asset arbitrage and staking as premium financial infrastructure: precise, calm, and performance-led. Every expression of the brand should feel controlled, modern, and trustworthy. Designers, developers, marketers, and partners should use this guide to create a unified experience across product interfaces, campaigns, presentations, social assets, and external communications.

Core brand facts for all internal and external materials:

• Supported assets: BTC, ETH, SOL, PAXG only

• PAXG is live

• USDT is for internal accounting only and cannot be deposited or withdrawn

• Booster terms: 14D (+10%), 30D (+20%), 90D (+50%), 180D (+100%, 2x)

• BHLE performance: sub-50μs latency, 100,000+ OPS

• Funding milestone: $35M Pre-Series A raised

• Corporate identifiers: LEI 254900IX2F2KCWNSSS64, IBC reg 248559

Logo

Primary Logo

BASIS Primary Logo

Use the primary logo as the default brand mark in most applications. It should appear in website headers, product sign-in screens, investor decks, landing pages, sales materials, sponsorship placements, and partner pages where full brand recognition is required.

Wordmark Logo

BASIS Wordmark Logo

Use the wordmark logo when horizontal space is limited or when the brand has already been clearly introduced. Ideal placements include navigation bars, footers, document headers, email signatures, and editorial-style layouts.

Vertical Logo

BASIS Vertical Logo

Use the vertical logo in square or portrait-oriented formats such as presentation covers, profile cards, signage, social creatives, app splash screens, and narrow print placements where a stacked lockup performs better than a horizontal one.

Logo Icon

BASIS Logo Icon

Use the logo icon for compact digital applications such as favicons, app icons, interface markers, social avatars, and badges. The icon should not replace the full BASIS logo on first mention in marketing or formal documents.

Base58 Labs Logo

Base58 Labs Logo

Use the Base58 Labs logo only in corporate attribution, legal materials, infrastructure references, or approved co-branded communications where the relationship to the underlying organization must be shown. It must not replace the BASIS logo in product-facing communications.

Logo Usage Rules

Minimum Sizes

Logo Type	Print Height	Digital Height	Notes
Primary Logo	12 mm	40 px	Default minimum for clear recognition
Wordmark Logo	10 mm	32 px	Use only when typography remains fully legible
Vertical Logo	18 mm	56 px	Best for stacked layouts and cover treatments
Logo Icon	6 mm	24 px	Smallest approved size for UI and app use
Base58 Labs Logo	10 mm	32 px	Corporate and attribution use only

Approved Color Combinations

Logo Version	Foreground Treatment	Background	Recommended Use
Primary Logo	Original supplied artwork	White or Porcelain White	Standard brand usage
Primary Logo	White	Deep Slate Blue or Obsidian Black	Dark sections, overlays, presentations
Wordmark Logo	Deep Slate Blue	White or Porcelain White	Editorial, minimal, and navigation use
Wordmark Logo	White	Deep Slate Blue or Obsidian Black	Inverse navigation and dark UI
Vertical Logo	Original supplied artwork	White or Porcelain White	Covers, posters, profile layouts
Vertical Logo	White	Deep Slate Blue or Obsidian Black	Dark marketing panels
Logo Icon	Deep Slate Blue	White or Porcelain White	Light UI surfaces and favicons
Logo Icon	White or Soft Amber Gold	Deep Slate Blue or Obsidian Black	Dark UI, badges, app markers
Base58 Labs Logo	Original supplied artwork or white mono version	White, Porcelain White, Deep Slate Blue, Obsidian Black	Legal, attribution, and approved corporate contexts

Clear Space Rules

• For the primary, wordmark, vertical, and Base58 Labs logos, define x as the height of the capital B in the wordmark.

• Maintain at least 1x clear space on all sides of the logo.

• For the icon-only mark, define x as one quarter of the icon width and maintain at least 2x clear space on all sides.

• Increase clear space to 1.5x when placing the logo beside partner marks, charts, tables, or dense navigation.

• Keep the logo at least 1.5x away from the edge of a page, card, screen, or frame.

• No text, imagery, chart lines, borders, buttons, or icons may enter the clear space area.

Logo Usage Restrictions

• Do not stretch, compress, or distort any logo file.

• Do not redraw or rebuild the logo manually.

• Do not change the logo colors outside the approved palette.

• Do not place the logo on low-contrast backgrounds.

• Do not apply gradients, bevels, chrome effects, or metallic filters.

• Do not add drop shadows, glows, or outlines.

• Do not rotate, tilt, flip, or skew the logo.

• Do not crop the logo or place it too close to an edge.

• Do not rearrange the symbol and wordmark into custom lockups.

• Do not use the icon alone as the first or only identifier in formal marketing materials.

• Do not place the logo over busy photography without a solid or darkened overlay.

• Do not fill logo letters or shapes with textures, images, or patterns.

• Do not use outdated, compressed, or low-resolution logo exports.

• Do not pair the logo too closely with other marks without clear separation and hierarchy.

Logo Misuse Examples

1. Stretching the wordmark to fill a banner width: This distorts the geometry and weakens recognition.

2. Placing the white logo on a Soft Amber Gold background: This creates insufficient contrast.

3. Using the full-color logo on top of a detailed chart screenshot without an overlay: This reduces legibility.

4. Adding a glow, shadow, or embossed effect to make the logo appear more premium: This is not an approved treatment.

5. Rotating the icon 45 degrees for a campaign graphic: This changes the mark and damages consistency.

6. Stacking the symbol and wordmark manually instead of using the approved vertical logo file: This breaks brand construction.

7. Using the icon as a watermark pattern behind body copy: This creates noise and distracts from the message.

8. Changing the logo to match a partner or campaign color palette: BASIS logos must stay within approved brand colors.

9. Replacing the BASIS logo with the Base58 Labs logo in product marketing: This confuses brand roles.

10. Applying a thin outline around the logo on light cards: Outlines are not approved.

11. Cropping the logo into a circular avatar when the icon file should be used instead: Use the icon for compact or circular applications.

12. Placing the logo directly against a page edge or card edge: Respect minimum clear space at all times.

Color Palette

Primary Colors

Name	HEX	RGB	PMS
Soft Amber Gold	#EEBB75	238, 187, 117	PMS 7408 C
Deep Slate Blue	#45525E	69, 82, 94	PMS 432 C
Porcelain White	#E3E3E3	227, 227, 227	PMS Cool Gray 1 C

Neutral Colors

Name	HEX	RGB	PMS
Obsidian Black	#050505	5, 5, 5	PMS Black 6 C
White	#FFFFFF	255, 255, 255	N/A

Note: PMS values are nearest print matches and should be validated against production proofs.

Color Usage Guidelines

• Soft Amber Gold: Use as a premium accent for primary calls to action, key metrics, highlights, badges, active states, and selective chart emphasis. Keep usage controlled so it feels valuable rather than decorative.

• Deep Slate Blue: Use as the primary brand anchor for navigation, dark sections, secondary buttons, panels, headings, and interface framing. It communicates stability, discipline, and depth.

• Porcelain White: Use as the standard light background for app surfaces, content blocks, cards, and documentation pages. It provides softness without the starkness of pure white.

• Obsidian Black: Use for high-emphasis text, premium dark surfaces, dark mode foundations, and high-contrast visual anchors.

• White: Use for reversed text, spacious layouts, and clean presentation surfaces.

• In most layouts, keep Soft Amber Gold to a minority role. As a practical rule, it should usually occupy no more than 10 to 15 percent of a screen or page.

Accessibility and Contrast

• Design all interfaces and materials to meet WCAG 2.1 AA at minimum.

• Body text must maintain a contrast ratio of at least 4.5:1.

• Large text and essential UI components must maintain at least 3:1.

• Use non-color signals for state changes such as icons, labels, borders, or position shifts.

• Focus states must remain visible on both light and dark surfaces.

Background	Recommended Text Colors	Approx. Contrast Ratio	Guidance
White	Obsidian Black, Deep Slate Blue	20.3:1, 8.0:1	Best for body text, docs, and tables
Porcelain White	Obsidian Black, Deep Slate Blue	15.8:1, 6.2:1	Excellent for long-form reading
Soft Amber Gold	Obsidian Black, Deep Slate Blue	11.6:1, 4.6:1	Use Obsidian Black for long text, Deep Slate Blue for short labels only
Deep Slate Blue	White, Porcelain White, Soft Amber Gold	8.0:1, 6.2:1, 4.6:1	Use White for primary text and controls
Obsidian Black	White, Porcelain White, Soft Amber Gold	20.3:1, 15.8:1, 11.6:1	Ideal for high-contrast premium sections

Avoid Soft Amber Gold text on White or Porcelain White. Avoid White text on Soft Amber Gold. Avoid Obsidian Black text on Deep Slate Blue.

UI Component Color Application

Component	Background	Text or Icon	Border	Notes
Button, primary	Soft Amber Gold	Obsidian Black	None or Soft Amber Gold	Main conversion action
Button, secondary	Deep Slate Blue	White	Deep Slate Blue	Supporting action
Button, tertiary	Transparent	Deep Slate Blue	Deep Slate Blue	Low-emphasis action
Cards	White or Porcelain White	Obsidian Black for titles, Deep Slate Blue for metadata	Deep Slate Blue at low opacity	Keep surfaces clean and premium
Backgrounds	Porcelain White for app shell, White for content, Deep Slate Blue or Obsidian Black for premium bands	Inverse text on dark backgrounds	None	Avoid large uninterrupted Soft Amber Gold fields
Borders and dividers	Transparent on light surfaces or subtle Deep Slate Blue tint	N/A	Deep Slate Blue on light, White tint on dark	Use lightly, not as heavy frames
Text	Obsidian Black for primary, Deep Slate Blue for secondary, White for inverse, Soft Amber Gold for emphasis only	N/A	N/A	Never use Soft Amber Gold for paragraphs on light backgrounds
Alerts	Soft Amber Gold tint with Obsidian Black text for premium notices, White or Porcelain White fill with Deep Slate Blue accent for informational notices	Match label color	Deep Slate Blue or Soft Amber Gold accent line	Always pair color with icon and label

Typography

Primary Typeface: Conthrax Semibold

• Use for headlines, hero sections, section titles, and key numeric callouts.

• Use it sparingly so it retains impact.

• Do not use italic on Conthrax.

• Keep Conthrax settings clean and geometric. No outlines, shadows, or effects.

• Best practice: limit Conthrax headlines to one or two lines whenever possible.

Secondary Typeface: Poppins

Weight	Numeric	Usage
Light	300	Spacious supporting copy, pull quotes, large-format captions
Regular	400	Default body copy, UI descriptions, form text
Medium	500	Labels, tabs, metadata, small UI headings
Semibold	600	Buttons, emphasis, table headers, key supporting titles

Type Scale (Web)

Element	Font	Size	Weight	Line Height	Letter Spacing
H1	Conthrax Semibold	56px	600	64px	0.02em
H2	Conthrax Semibold	40px	600	48px	0.02em
H3	Conthrax Semibold	32px	600	40px	0.015em
H4	Conthrax Semibold	24px	600	32px	0.01em
Body	Poppins Regular	16px	400	24px	0
Caption	Poppins Regular	12px	400	18px	0.01em
Label	Poppins Medium	14px	500	20px	0.02em
Button	Poppins Semibold	16px	600	20px	0.02em

Typography Rules

• Use Conthrax Semibold for display moments only.

• Set all long-form copy in Poppins.

• Never italicize Conthrax.

• Keep minimum web body size at 16px for readability.

• Use sentence case for most product and marketing copy.

• Reserve all caps for very short tags or labels only.

• Use tabular numerals for balances, yields, latency metrics, timestamps, and performance figures.

• Do not mix more than three weights on a single screen or page.

• Do not stretch, outline, shadow, or skew type.

• Keep paragraph widths readable. Long-form text should usually stay within 60 to 80 characters per line.

• Use consistent spacing above and below headings. Do not rely on random line breaks for layout.

• When writing Booster terms, BHLE metrics, or funding figures, use exact approved formatting.

Iconography

• Use line icons with a 2px stroke.

• Corners should be rounded, not sharp.

• Icons should feel clean, technical, and understated.

• Favor simple geometry over decorative detail.

• Use one visual family across a product surface or campaign.

Size	Use Case
16px	Dense tables, inline labels, compact status indicators
20px	Default UI controls and navigation
24px	Buttons, cards, and feature lists
32px	Empty states, highlights, marketing panels

Color usage for icons:

• Use Deep Slate Blue icons on White or Porcelain White backgrounds.

• Use White or Porcelain White icons on Deep Slate Blue or Obsidian Black backgrounds.

• Use Soft Amber Gold for active, premium, or highlighted icon moments only.

• Use Obsidian Black when maximum contrast is needed on Soft Amber Gold.

Do-not rules for icons:

• Do not mix line icons with filled or duotone icons in the same cluster.

• Do not use stroke widths other than 2px in the default system.

• Do not apply gradients, glows, shadows, or 3D effects.

• Do not use unsupported asset symbols or token icons outside BTC, ETH, SOL, and PAXG.

• Do not rotate icons for decoration unless the icon is directionally meaningful.

• Do not use icons as filler. Every icon should support meaning, navigation, or emphasis.

Motion and Animation

Core principles:

• Keep motion subtle, professional, and purposeful.

• Use animation to clarify state change, not to entertain.

• Motion should support perceived precision and control.

Duration guidelines:

Motion Type	Duration
Micro interaction	100ms
Standard UI transition	200ms
Page, modal, or panel transition	300ms
Continuous loading or shimmer	1000ms to 1200ms

Easing guidelines:

• Use ease-in-out for most transitions.

• Use ease-out for entrances and reveals.

• Use linear only for progress indicators, loaders, or continuous skeletons.

What not to animate:

• Do not animate logo proportions, shapes, or lockup relationships.

• Do not bounce, overshoot, or spin primary UI elements.

• Do not constantly animate balances, pricing panels, or charts on refresh.

• Do not use aggressive parallax or cinematic motion in core financial workflows.

• Do not flash alert colors repeatedly.

• Do not animate typography letter spacing or kerning as a decorative effect.

Honor reduced-motion preferences across product and web experiences. Essential state changes must remain understandable without animation.

Imagery and Art Direction

• Use refined, high-contrast imagery that suggests precision, liquidity, architecture, systems, and calm performance.

• Favor abstract data surfaces, geometric patterns, premium material cues, and real product interface crops.

• If asset visuals appear, use BTC, ETH, SOL, and PAXG only.

• PAXG should be presented as a live, premium asset within the platform, not as a future feature.

• Keep compositions uncluttered and spacious.

• Use Deep Slate Blue and Obsidian Black as primary framing tones, with restrained Soft Amber Gold accents.

• Photography should feel composed and professional, not noisy or celebratory.

Avoid:

• Generic coin piles

• Rockets, moon imagery, or exaggerated “get rich” tropes

• Neon chaos, gaming aesthetics, or meme culture

• Fake dashboards or invented performance visuals

• Overly literal luxury clichés such as ornate vaults or theatrical gold props

Layout and Spacing

• Use an 8px base grid for digital products and marketing pages.

• Preferred spacing scale: 8, 16, 24, 32, 48, 64, 96.

• Default card padding: 24px on desktop, 20px on mobile.

• Default section padding: 96px desktop, 64px tablet, 40px mobile.

• Default corner radius: 12px for cards, 10px for buttons, 8px for small inputs.

• Keep long-form text blocks to a maximum readable width of about 720px.

• Align content to consistent columns. Avoid arbitrary centering for dense information.

• Use whitespace to communicate confidence and hierarchy.

Tone and Voice

Brand Attributes

Attribute	Description
Precise	BASIS speaks with accuracy, clear structure, and measurable proof.
Premium	The tone should feel elevated, selective, and composed.
Calm	Messaging should reduce noise and increase confidence.
Credible	Claims should be factual, specific, and supportable.
Transparent	Product limitations and terms should be stated clearly.
Performance-led	BASIS emphasizes execution precision, speed, and disciplined outcomes.

Writing Examples (Good vs Bad)

Context	Good	Bad
Brand positioning	BASIS is built for premium execution precision and disciplined staking participation.	BASIS helps you get rich fast with crypto.
Asset support	Supported assets are BTC, ETH, SOL, and PAXG.	We support a wide range of tokens.
PAXG status	PAXG is live on BASIS.	PAXG is coming soon.
USDT explanation	USDT is for internal accounting only and cannot be deposited or withdrawn.	Deposit USDT to start.
Booster messaging	Choose a 14D, 30D, 90D, or 180D Booster for increased benefit tiers.	Pick any lockup for bonus rewards.
Engine performance	BHLE delivers sub-50μs latency and 100,000+ OPS.	Our engine is insanely fast.
Funding proof	BASIS has raised $35M in Pre-Series A funding.	BASIS is just a small early experiment.
CTA tone	Explore the platform.	Moon your portfolio now.

Writing Rules

• Lead with clarity before excitement.

• Sound confident, not loud.

• Prefer short, direct sentences for critical product claims.

• Use exact approved numbers, terms, and product facts.

• Always list supported assets as BTC, ETH, SOL, and PAXG only.

• When referencing PAXG, treat it as live and active.

• When referencing USDT, always state that it is for internal accounting only and cannot be deposited or withdrawn.

• Write Booster terms exactly as 14D (+10%), 30D (+20%), 90D (+50%), 180D (+100%, 2x).

• Use “execution precision” or “routing optimization” when describing advanced trade handling.

• Avoid slang, memes, hype, and exaggerated urgency.

• Do not imply guaranteed profits, guaranteed yield, or risk-free outcomes.

• Use numerals for product metrics and funding figures.

• Explain technical performance in plain language, then support it with proof.

• Distinguish clearly between BASIS as the product brand and Base58 Labs when corporate attribution is required.

• Keep public-facing language premium and measured, even in sales copy.

• Use sentence case for most UI and marketing text.

Product Messaging Reference

Approved Platform Summary

BASIS is a premium cryptocurrency arbitrage and staking platform built around execution precision, modern product design, and high-performance infrastructure. Public messaging should consistently reflect control, transparency, and measurable capability.

Approved Product Facts

Topic	Approved Wording	Notes
Supported assets	BTC, ETH, SOL, and PAXG only	Do not imply broader asset support
PAXG	PAXG is live	Never describe it as upcoming
USDT	USDT is for internal accounting only and cannot be deposited or withdrawn	Required whenever USDT is referenced
Booster	14D (+10%), 30D (+20%), 90D (+50%), 180D (+100%, 2x)	Use exact formatting
BHLE	BHLE delivers sub-50μs latency and 100,000+ OPS	Preferred performance statement
Funding	$35M Pre-Series A raised	Use exact amount and round
Corporate identifiers	LEI 254900IX2F2KCWNSSS64, IBC reg 248559	Use in formal decks, legal docs, and vendor materials
Naming	BASIS for the platform, Base58 Labs for corporate attribution only	Keep roles distinct

Restricted or Incorrect Wording

Avoid	Use Instead
Broad statements about many supported assets	BTC, ETH, SOL, and PAXG only
Any suggestion that PAXG is not yet active	PAXG is live
Any wording that implies USDT deposits or withdrawals	USDT is for internal accounting only and cannot be deposited or withdrawn
Generic lockup bonus language	14D (+10%), 30D (+20%), 90D (+50%), 180D (+100%, 2x)
Vague performance claims	BHLE delivers sub-50μs latency and 100,000+ OPS
Hype-first performance language	Precise, factual, measurable language
Casual or meme-driven conversion copy	Premium, calm, and direct calls to action
Using Base58 Labs as the product-facing brand	Use BASIS as the product-facing brand

Contact

• Brand inquiries: [email protected]

• Media and press: [email protected]