Branding Guide

This guide defines the Incented visual identity. Use it to keep communications, integrations, and partner materials consistent.

If you're using AI tools to generate Incented visuals, see the companion AI Visual Guidelines for technical specifications.

Logo

The Incented logo is the carrot icon. It represents the "carrot" in motivation: the positive incentive that drives participation. It's not decorative; it's the core metaphor of the protocol.

Variants

Three color variants, each optimized for a specific background context:

Orange

Primary. Any background.

White

Dark backgrounds, photo overlays.

Dark

Light backgrounds, print.

Downloads

Usage Rules

Do:

• Use the orange variant as the default whenever possible
• Maintain clear space around the icon (at least the width of the carrot's stem)
• Use SVG for sharp rendering at all sizes
• Use the white variant when placing the logo over images or dark photography

Don't:

• Stretch, rotate, or distort the icon
• Place the orange icon on orange or similarly saturated backgrounds
• Add effects like drop shadows, glows, or outlines
• Recreate or modify the carrot mark
• Use the icon smaller than 24px

Colors

Primary: Incented Orange

Orange is the core brand color. Use it for primary actions, accents, and brand recognition. It should feel premium: reserved for CTAs, key data points, and brand moments.

Dark Mode Palette

Incented's interface uses a dark-first aesthetic.

Light Mode Palette

Semantic Colors

CSS Variables

If you're building on or integrating with Incented:

:root {
  --brand-orange: #F97316;
  --brand-orange-dark: #EA580C;
  --brand-orange-darker: #C2410C;
  --brand-dark: #0A0A0A;
  --brand-dark-card: #18181B;
}

Mascot: The Rockabilly Rabbits

Incented's mascots are anthropomorphic rockabilly rabbits. They represent the spirit of the protocol: cool, capable, slightly rebellious, but ultimately collaborative and professional.

Rockabilly (male)

Rockabella (female)

Character Design

Core Identity:

• Anthropomorphic rabbits with human-like posture and expressions
• 1950s rock 'n' roll / rockabilly aesthetic
• Cool, capable, slightly rebellious but professional
• Natural mix of male and female rabbits

Signature Fashion Elements:

• Leather jackets (black or brown, classic biker style)
• Pompadour, slicked-back, victory rolls, or pin-up curls
• Wayfarers, cat-eye sunglasses, or round shades
• White t-shirts, plaid shirts, cropped tops
• Rolled jeans, high-waisted skirts, capri pants

Mascot Color Palette

The mascot illustrations use a warm, vintage palette separate from the UI colors:

When to Use Mascots

Mascot Don'ts

• Don't make rabbits too cartoonish or childish
• Don't use bright/neon colors (stay warm and vintage)
• Don't mix modern fashion with the 1950s aesthetic
• Don't make rabbits aggressive or threatening
• Don't use photorealistic rendering (keep illustrative)
• Don't forget the signature elements (jacket, pompadour/victory rolls, shades)

Typography

Incented uses system fonts for performance:

font-family: -apple-system, BlinkMacSystemFont, "Segoe UI", Roboto,
             "Helvetica Neue", Arial, sans-serif;

Hierarchy

Rules

• Title case for headings
• Sentence case for descriptions and body text
• No periods on labels or short UI text
• Generous line spacing (1.5-1.75 for body text)

Voice and Tone

Brand Personality

Incented's voice is:

• Clear over clever. Say what you mean directly.
• Empowering over promotional. Focus on what users can achieve.
• Technical but approachable. Don't dumb it down, but don't gatekeep either.
• Human-centered, not crypto-forward. We're a coordination tool that happens to use blockchain.

Writing Tips

• Lead with what the user gets, not what the feature does
• Use active voice ("Create a program" not "A program can be created")
• Avoid jargon where a plain word works ("send" not "propagate")
• When Web3 terms are necessary, explain them in context

Naming Conventions

Iconography

The Incented UI uses Lucide Icons. When creating materials that reference platform actions, use the same icon set for visual consistency.

Social Media Profiles

Downloads

For additional brand assets or custom requests, contact hello@incented.co.