Editorial Style Guide / Brand Kit
Purpose
This guide exists to:
Ensure consistent editorial quality across all Virtuals Protocol content
Align all communications with our voice, tone, and protocol principles
Empower builders, contributors, and partners to represent Virtuals Protocol clearly and accurately
About Virtuals Protocol
Virtuals Protocol is building a Society of AI Agents.
Critical Style Conventions
Always refer to the protocol as Virtuals Protocol (not Virtuals, $VIRTUAL, or VP in formal writing).
Refer to AI agents simply as agents unless otherwise specified.
Spell onchain as one word (not on-chain/on chain).
Use “agentic state” or “agent economy” when referring to the broader ecosystem Virtuals enables.
Emphasize coordination, infrastructure, and system design over product marketing.
Be cautious with token-related language. Avoid phrases like “claim,” “earn,” “get rewarded.” Use “access,” “coordinate,” or “participate” where legally safer.
Clarify that agent launches are onchain mechanisms, not investment vehicles.
What to Avoid
Avoid financial language (e.g., “profit,” “maximize returns,” “investment opportunity”).
Avoid direct token promotion or language implying guaranteed outcomes.
Don’t describe Genesis or agent launches as “airdrops,” “presales,” or “early access” without context.
Avoid superlatives like “the first,” “the best,” “guaranteed,” unless clearly verifiable.
Do not refer to unapproved partnerships. Instead, say “launch on,” “built on,” “supported by,” or “integrated with.”
Do not use emojis excessively — one max, ideally none in longform content.
Do not use overly casual language when describing technical infrastructure.
Do not imply speculative or future utility without a clear explanation of the mechanism.
Avoid comparisons that put down other protocols or ecosystems.
Writing Guidelines
Emphasize the Vision
Virtuals Protocol is building the foundation for agent-based ecosystems. Focus on:
The evolution of onchain coordination
How programmable agents change how software operates
The movement from user-centric to agent-native ecosystems
Ground in Mechanism Design
Always explain how a system works. Use phrases like:
“This is a mechanism for..."
“It’s governed by..."
“It enables coordination through..."
Speak to Builders and Systems Thinkers
Assume your audience cares about systems, logic, and composability. Use clarity, not hype. If it reads like ad copy, it’s not Virtuals.
Tone and Voice
Voice (Always-On)
Protocol-native
Composable
Clarity-first
Calm and confident
Deep but readable
Tone (Contextual)
Informational: clear, structured, and grounded
Launches: confident, forward-facing, slightly dramatic
Technical: rigorous but accessible
Community: warm, respectful, minimal slang
Clarity, Concision, and Syntax
Use plain style over corporate speak (e.g., “use” not “utilize”).
Favor active voice: ✅ “Agents coordinate liquidity.” ❌ “Liquidity is coordinated by agents.”
Use short sentences. Split long ideas into clean sections.
Avoid metaphors unless they clarify protocol behavior (e.g., snipers/cabals in Genesis video).
Never use more than one em dash per sentence.
Use the Oxford comma.
Prefer lowercase versioning (v1, v2.0.1) for all software/agent references.
Numbers and Formatting
Use K/M/B for large numbers: 1K, 10M, etc.
Spell out numbers zero through nine; use digits for 10+
Dates: April 22, 2025 (no “22nd”)
Time: 9am ET, 1:30pm PT (no space between number and time of day)
Decades: 2030s (not '30s)
Use title case for headers and titles
Content Types
Product Launches: Mechanism > Feature
Threads: Start with context and why it matters
Videos: Use narrative framing, then tie to system logic
Quote Tweets: Highlight ecosystem value, avoid shilling
Voice Examples
Good: “Genesis is a protocol-layer system for coordinating access to agent launches. It replaces speed-based speculation with transparent, contribution-based logic.”
Avoid: “Genesis is the most fair and exciting presale platform ever — join now and earn rewards!”
Brand Kit
Logo Dont's
Here are some things you should never do with the Virtuals Protocol logomark.
To maintain brand integrity, never alter or misuse the Virtuals Protocol logomark in the following ways:
Do not add drop shadows or visual effects behind the logo
Do not add outlines or strokes around the logo
Do not stretch, skew, or distort the logo proportions
Do not use low-resolution or pixelated versions
Do not place imagery inside the logo or use it as a mask
Do not place the logo on low-contrast backgrounds that reduce visibility
Always use the logo as provided in the official brand assets.
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