MeterCall Brand Guide
Simple rules, simple palette. Dark surface. Two accent colors. One typeface stack. Direct voice. No emoji. No hype.
Secondary colors
The signature gradient is linear-gradient(90deg, #ff6b1a, #e91ea1). Use it sparingly — logo wordmark, primary CTAs, and large headline accents. Never on body text, never in forms.
Typography
Inter — headline weight 800
Letter-spacing -.02em for sizes 32px+. Used for page titles and hero copy.
Inter — body weight 400, line-height 1.6. Use #cfd3d6 for paragraph color on dark surfaces. Use white (#fff) for emphasis in strong tags only. Never center-align long-form body copy.
Primary font stack: Inter, system-ui, -apple-system, Segoe UI, sans-serif
ui-monospace — for code, formulas, API references
Stack: ui-monospace, SFMono-Regular, Menlo, Consolas, monospace · 12.5px in blocks, 13px inline, tinted in accent orange on dark.
Voice rules
MeterCall writes the way Yoshi talks. Short sentences. First person where it fits. No corporate cushion words. If a thing is broken, say it is broken. If a thing is uncertain, list it in risks.
Sounds like us
"I ran nodes. The rich people with data centers won."
"Joe Schmoe with a Raspberry Pi beats a data center because he's closer."
"The dilution curve is a parameter, not a theorem."
"We cap single-bridge TVL until we have more data."
Does not sound like us
"MeterCall is excited to unlock next-generation value for stakeholders."
"A paradigm shift in composable Web3 infrastructure."
"Revolutionary breakthrough in decentralized technology!"
"We believe synergies will drive community engagement."
Voice hard rules
- DOBe direct. Lead with the point. Short sentences beat long ones.
- DOUse first person when it is Yoshi speaking. "I ran nodes" not "The founder ran nodes."
- DOName the risk. If something can fail, say what and how.
- DOUse numbers. "48 seed nodes, 22 bridges." Not "many" or "several."
- DO NOTUse emoji. Anywhere. Not in copy, not in UI, not in tweets from official accounts.
- DO NOTUse corporate cushion words: "excited," "leverage," "unlock," "empower," "revolutionary," "next-gen," "paradigm."
- DO NOTHype price, predict price, or imply returns. PCP is a utility token.
- DO NOTUse exclamation points in product copy. Ever.
- DO NOTPromise anything the scheduler, the contract, or the math cannot deliver today.
- DO NOTCenter-align body paragraphs or use all-caps in headlines.
Logo usage
Wordmark: MeterCall
- DOKeep "Call" in the signature gradient (#ff6b1a → #e91ea1). "Meter" stays white on dark, black on light.
- DOPreserve at least 1x the cap height of clear space on all sides.
- DOUse the monochrome SVG on noisy backgrounds, merchandise, or when the gradient will not print.
- DO NOTRecolor the gradient. Orange to pink, always in that order.
- DO NOTItalicize or shadow the wordmark. "Call" is already distinguished by gradient.
- DO NOTLock the logo to partner marks or taglines. Always freestanding.
- DO NOTScale below 80px wide in digital, or 20mm wide in print.
Photography and imagery
Prefer real screenshots over illustration. Prefer blueprints, wire diagrams, and ASCII charts over stock photography. If you must use a human subject, a Raspberry Pi on a shelf in someone's garage beats a boardroom every time.