Brand Identity Guide
Upside.
01
Brand Foundation
Mission
To make token raises fair for contributors. We eliminate principal risk from early-stage crypto investment — so participants can back projects they believe in without betting their capital on the outcome.
Vision
A world where funding great crypto projects doesn't require accepting total loss as the price of participation. Where the mechanism, not the hype, is the product.
Values
Precision over promise
We say exactly what we mean. The mechanism is the message. We don't oversell, over-design, or over-explain.
Structure over trust
The guarantee isn't a promise from us — it's enforced by the protocol. We build systems that don't require you to trust us.
Builders over speculators
We exist for teams raising serious capital and contributors making considered decisions. Not for gambling.
Restraint is a feature
Our palette is minimal. Our copy is short. Our UI has no noise. Every element earns its place.
Positioning
We are
A structured raise platform
Principal-protected
Builder-to-builder
On-chain infrastructure
Dark, minimal, precise
We are not
A launchpad
Yield-maximizing
Retail hype-driven
A speculation product
Flashy, neon, loud
02
Logo
Primary Wordmark
The mark
The wordmark is Upside. — Inter 800, letter-spacing −0.03em, with a teal-colored full stop. The dot is part of the mark, not punctuation. It signals finality and precision. The two elements are never separated.
Do's & Don'ts
Do
Use approved dark and light versions only
Maintain clear space equal to the cap-height on all sides
Place on backgrounds with 4.5:1 contrast minimum
Use the monochrome version for single-color applications
Scale proportionally from the provided files
Don't
Recolor or remove the teal dot
Stretch, skew, or distort the letterforms
Add drop shadows, gradients, or outlines
Place on a teal background
Recreate the wordmark in a different typeface or weight
Minimum Size
80px
Digital minimum — below this the letterforms lose legibility
25mm
Print minimum — for business cards, letterheads, and documents
16px
Favicon / icon context — use dot-only mark at this scale
App Icon & Favicon
The U. mark is used at icon scale — app stores, browser tabs, social thumbnails. The dark rounded rectangle with white "U" and teal dot is the only approved icon form.
At 32px and below, the full wordmark loses legibility. Use the "U." icon mark exclusively in these contexts.
Downloads
03
Color
Primary Accent — Upside Teal
Upside Teal
#14B8A6 · RGB 20, 184, 166
Teal Dark
#0F9488
Teal Deep
#0F766E
Dark Mode Surfaces
Void
#0D1421
Surface
#131E2E
Raised
#1A2640
Secondary
#6B8090
Hero White
#FFFFFF
Light Mode Surfaces
Page
#F4F7FA
Surface
#FFFFFF
Border
#DDE6ED
Secondary
#5A7080
Hero Ink
#0D1421
Color Values
Name
Hex
RGB
CMYK
Usage
Upside Teal
#14B8A6
20, 184, 166
89, 0, 10, 28
Dot, buttons, badges, links
Teal Deep
#0F766E
15, 118, 110
87, 0, 7, 54
Light mode buttons, fills
Void
#0D1421
13, 20, 33
61, 39, 0, 87
Page background (dark)
Surface
#131E2E
19, 30, 46
59, 35, 0, 82
Cards (dark)
Page Light
#F4F7FA
244, 247, 250
2, 1, 0, 2
Page background (light)
White
#FFFFFF
255, 255, 255
0, 0, 0, 0
Hero numbers (dark mode)
Ink
#0D1421
13, 20, 33
61, 39, 0, 87
Hero numbers (light mode)
Color Roles
Hero
The most important number in any view. White in dark mode, near-black in light. Nothing else competes with it. Reserved for APY rate, primary metrics.
Teal — Structural
All interactive and structural elements: buttons, the floor guarantee badge, progress bars, live indicators, active links. Never used decoratively.
Neutral Stack
Three-step surface system for backgrounds, cards, and inset elements. Zero color noise — the two roles above pop cleanly against it.
04
Typography
The upside is real.
The floor is guaranteed.
The floor is guaranteed.
Participate in token raises without putting your principal at risk.
Font
Inter
Weight
800
Size
64px
Tracking
-0.03em
Leading
1.05
Typeface System
Display + Interface
Inter
All text — display at 800, UI at 400/500/600
AaBbCc 0123
The quick brown fox jumps over the lazy dog.
Data
JetBrains Mono
On-chain data only — APY, addresses, amounts, floor prices
APY: 4.18% · FLOOR: 1.0000 USDC
0x1a2b3c4d...9f0e · TVL: $48.2M
Type Scale
Name
Size
Weight
Tracking
Leading
Usage
Display XL
64px
800
−0.03em
1.05
Hero headlines
Display LG
48px
800
−0.03em
1.08
Section headlines
Heading LG
20px
600
−0.015em
1.3
Page headings, card titles
Heading MD
16px
600
−0.01em
1.4
Sub-headings, section labels
Body LG
16px
400
0
1.7
Long-form body text
Body MD
14px
400
0
1.65
Standard UI body, descriptions
LABEL
11px
500
+0.07em
1
Uppercase labels only — always uppercase
Mono
13px
400
0
1.5
On-chain data, addresses, rates
Weights
400 Regular
Inter
Body, descriptions, secondary text
500 Medium
Inter
Labels and navigation only
600 Semibold
Inter
UI headings, card titles, buttons
700 — Never use
Inter
Too heavy. Skipped in this system.
800 Display only
Inter
Hero headlines exclusively — never in UI
05
Voice & Tone
Principles
Declarative, not promotional
We state facts. We don't say our product is great — we describe what it does and let the reader conclude it's great. The mechanism sells itself.
Precise, not approximate
Exact numbers, exact conditions, exact terms. "4.18% APY on AAVE USDC reserves" not "earn yield while you wait." Precision builds trust.
Short, not exhaustive
If a sentence doesn't add information, cut it. If a paragraph makes one point, make it in one sentence. Respecting the reader's time is a brand value.
Confident, not arrogant
We don't hedge, but we don't boast either. The mechanism is confident. The copy follows. Never "unlike all our competitors, we uniquely offer..."
Copy Examples
Context
Write this
Not this
Hero
The upside is real. The floor is guaranteed.
Revolutionizing how DeFi projects raise capital.
Sub-headline
Participate in token raises without putting your principal at risk.
We're excited to introduce an innovative new way to invest in crypto projects.
Floor badge
Floor guaranteed · Redeem at par · Any time
Your funds are SAFU 🔒
Platform stat
$0 principal ever lost
100% track record of protecting investors!
Error state
Something went wrong. Your funds are safe — try again.
Oops! Something went wrong 😅
CTA
Participate →
Join Now 🚀
Anti-patterns — Never Write These
Banned language
Revolutionary
Game-changing
Excited to announce
SAFU
To the moon 🚀
NGMI / WAGMI
Wen token
We uniquely offer
Next-generation
06
Components
Raise Card
● Live
#ARB-024
Arbitrum Ecosystem Protocol
4.18%
Reserve APY
$8.4M
Raised
$10M
Target
Progress
84%
Floor guaranteed · Redeem at par · Any time
● Live
#ARB-024
Arbitrum Ecosystem Protocol
4.18%
Reserve APY
$8.4M
Raised
$10M
Target
Progress
84%
Floor guaranteed · Redeem at par · Any time
Buttons
Platform Stats Bar
07
Design Tokens
Drop this into your global stylesheet. Override with [data-theme="light"] or @media (prefers-color-scheme: light).
:root — dark mode default
/* Surfaces */
--upside-void: #0D1421; /* Page bg */
--upside-surface: #131E2E; /* Card bg */
--upside-raised: #1A2640; /* Stat cells, inset */
--upside-border: #1E2D42; /* Default 0.5px border */
/* Accent */
--upside-teal: #14B8A6; /* Buttons, badges, links */
--upside-teal-dim: #0F9488; /* Hover state */
--upside-teal-pale: rgba(20,184,166,.08); /* Tinted bg */
/* Text */
--upside-hero: #FFFFFF; /* Hero numbers */
--upside-primary: #E2EAF0; /* Body text */
--upside-secondary: #6B8090; /* Labels, meta */
--upside-tertiary: #3D5060; /* Muted, IDs */
/* Typography */
--font-ui: 'Inter', -apple-system, sans-serif;
--font-data: 'JetBrains Mono', monospace;
/* Radius */
--r-sm: 4px; --r-md: 8px; --r-lg: 14px; --r-xl: 20px;
/* Motion */
--duration-fast: 100ms; --duration-base: 150ms; --duration-slow: 400ms;
--upside-void: #0D1421; /* Page bg */
--upside-surface: #131E2E; /* Card bg */
--upside-raised: #1A2640; /* Stat cells, inset */
--upside-border: #1E2D42; /* Default 0.5px border */
/* Accent */
--upside-teal: #14B8A6; /* Buttons, badges, links */
--upside-teal-dim: #0F9488; /* Hover state */
--upside-teal-pale: rgba(20,184,166,.08); /* Tinted bg */
/* Text */
--upside-hero: #FFFFFF; /* Hero numbers */
--upside-primary: #E2EAF0; /* Body text */
--upside-secondary: #6B8090; /* Labels, meta */
--upside-tertiary: #3D5060; /* Muted, IDs */
/* Typography */
--font-ui: 'Inter', -apple-system, sans-serif;
--font-data: 'JetBrains Mono', monospace;
/* Radius */
--r-sm: 4px; --r-md: 8px; --r-lg: 14px; --r-xl: 20px;
/* Motion */
--duration-fast: 100ms; --duration-base: 150ms; --duration-slow: 400ms;
Light mode overrides
--upside-void: #F4F7FA;
--upside-surface: #FFFFFF;
--upside-raised: #EDF2F7;
--upside-border: #DDE6ED;
--upside-teal: #0F766E;
--upside-teal-dim: #0B5E58;
--upside-hero: #0D1421;
--upside-primary: #1A2640;
--upside-secondary: #5A7080;
--upside-tertiary: #8A9BB0;
--upside-surface: #FFFFFF;
--upside-raised: #EDF2F7;
--upside-border: #DDE6ED;
--upside-teal: #0F766E;
--upside-teal-dim: #0B5E58;
--upside-hero: #0D1421;
--upside-primary: #1A2640;
--upside-secondary: #5A7080;
--upside-tertiary: #8A9BB0;