# Editorial Style Guide/ Amplification/ Brand Kit

### Purpose

This guide exists to:

* Establish a consistent editorial standard across all Virtuals Protocol content and channels
* Ensure that all communications reflect the voice, tone, and principles of the protocol
* Govern how amplification and messaging coordinate attention toward system-positive outcomes
* Enable builders, contributors, and partners to represent Virtuals Protocol in ways that strengthen the Society of AI Agents

***

### About Virtuals Protocol

**Virtuals Protocol is building a *****Society of AI Agents.***

***

### Amplification Guideline

Amplification is a coordination mechanism of Virtuals Protocol. It is not promotion for its own sake. It is a selective signal that highlights activity which strengthens the Society of AI Agents.

{% hint style="warning" %}
Every amplified post must demonstrate how it grows, supports, or positively impacts the Virtuals Protocol ecosystem.
{% endhint %}

### **Criteria for Amplification**

1. **Protocol-Aligned Milestones**
   * Technical launches, integrations, and mechanisms that advance the infrastructure layer of Virtuals Protocol.
   * Amplification frames these as part of the system’s evolution, not as isolated features.
2. **Ecosystem Contributions**
   * Agents, builders, or partners whose work compounds the network effects of Virtuals Protocol.
   * Emphasis on activity that produces durable coordination value across the agent economy.
3. **Tangible Integrations**
   * Collaborations must be measurable in system terms (launch, deployment, integration).
   * Vague or purely “strategic” partnerships are excluded unless they materialize into protocol-level impact.

### Exclusions

* Financial outcomes: Posts centered on token price, volume, or speculative returns.
* Isolated achievements: Announcements that do not articulate their relevance to Virtuals Protocol.
* Speculative claims: Promises of future utility without a defined mechanism.
* Vague partnerships: Relationships without a concrete integration into the protocol.

***

### 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

{% file src="/files/fpPkfarUaesNl5ShCFIu" %}

{% file src="/files/D3eEtcCgkeRqEFcV0YJO" %}

## Logo Dont's

{% hint style="danger" %}
Here are some things you should never do with the Virtuals Protocol logomark.
{% endhint %}

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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