# 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="" %} {% file src="" %} ## 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.