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Virtuals Protocol Whitepaper
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  • ABOUT VIRTUALS
    • About Virtuals Protocol
    • Agent Commerce Protocol
      • Technical Deep Dive
      • Full Research Paper
      • Current Status
    • Tokenization Platform
      • Modes
      • Genesis Launch
        • Genesis Points
        • Genesis Allocation Mechanics
        • Genesis Refund Policy
    • Agentic Framework (GAME)
      • GAME Documentation
  • INFO HUB
    • Builders Hub
    • Virgens Hub
      • How to Link Your X Account for Virgen Points
    • $VIRTUAL
      • Token Distribution
    • Protocol Metrics
    • Core Contributors
      • Select Research Work
    • Important Links & Resources
      • Security Audits
        • Security Policy - Responsible Disclosure
      • Contract Address
      • Further Reading
    • Editorial Style Guide / Brand Kit
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On this page
  • Purpose
  • About Virtuals Protocol
  • Critical Style Conventions
  • What to Avoid
  • Writing Guidelines
  • Tone and Voice
  • Clarity, Concision, and Syntax
  • Numbers and Formatting
  • Content Types
  • Voice Examples
  • Brand Kit
  1. INFO HUB

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: âś… “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

PreviousFurther Reading

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