Identify & Voice

Guidelines for key messaging, tonal nuance, and brand personality.

Brand Principles

Our principles are the foundation of everything we build. They guide our decisions, shape our voice, and define our relationship with our users.

Secure by Design

Trust is not an add-on. We prioritize security and data integrity in every pixel, ensuring our users feel protected without friction.

Reliable Proven

Spirited

We are optimistic about the future. Our technology enables new possibilities.

Accessible

Inclusive for everyone, everywhere. No barriers.

Human Centric

We speak human, not machine. We translate complex blockchain logic into simple, tangible benefits for everyday people.

☺

Voice & Tone Matrix

Our voice remains consistent, but our tone adapts to the context of the user journey. Use this matrix to determine the appropriate emotional resonance for your content.

Context

Tone Attribute

Example

Onboarding & Discovery

Inviting & Inspiring. Use active verbs and focus on benefits. Keep it light but professional.

"Start your journey to total transparency. Verify your first item in seconds."

System Status & Errors

Direct & Constructive. Avoid jargon. Explain exactly what happened and how to fix it without blaming the user.

"We couldn't verify that code. Please check the serial number and try again."

Legal & Compliance

Precise & Objective. Zero ambiguity. Use standard terminology where accuracy is legally required.

"This asset was minted on the Ethereum blockchain on Jan 12, 2024."

Logo Guidelines

The Trustori logo is the primary identifier of our brand. Proper usage ensures consistency and brand recognition across all touchpoints.

x x x x

x = Height of 'N'

Clear Space

Always maintain clear space around the logo to ensure visibility and impact. The minimum clear space is defined as 'x', where 'x' is the height of the letter 'N' in the logo.

Minimum Size

32px / 2rem

24px / 1.5rem

The logo should never be rendered smaller than 24px in height to maintain legibility.

Misuse Examples (Don'ts)

Do not stretch

Do not rotate

Do not recolor

Do not use on low contrast

Visual Identity

Imagery Style

Our imagery bridges the digital and physical worlds. It should feel authentic, focusing on the human element behind the technology.

Human-focused photography placeholder

Graphic Elements

We use clean lines, ample whitespace, and subtle rounded corners. Our "link" motif represents verification and connection.

Connection Node

Progress Line

Color Usage

While our palette is extensive, our usage is disciplined. We follow a 60-30-10 rule to maintain a clean, professional aesthetic.

60% Neutral (Backgrounds/Surface)

30% Primary (Brand/Action)

10% Accent

Primary

Used for primary actions, header links, and key brand elements.

Neutral

Used for backgrounds, borders, and secondary text to reduce visual load.

Accent

Used sparingly for high-priority alerts, energetic highlights, or "wow" moments.

Motion & Interaction

Natural Easing

Objects should move with weight and momentum. Avoid linear transitions. Use our standard cubic-bezier for consistency.

cubic-bezier(0.16, 1, 0.3, 1)

Micro-interactions

Delight users with subtle feedback.

Downloads

Essential Brand Assets

Download the official logo pack, font files, and slide templates.

Writing Mechanics

Do's

Use Sentence Case for all headlines, buttons, and navigation (e.g., "Sign up," not "Sign Up").
Be concise. If you can say it in three words, don't use five.
Focus on the user. Use "You" and "Your" more than "We" or "Our."

Don'ts

Don't use tech jargon like "hash," "node," or "distributed ledger" unless the user is an admin.
Don't blame the user. Avoid "You entered the wrong password." Use "Password not recognized."
Don't mix button styles. Stick to the designated verb-noun structure (e.g., "Save Changes").

Date & Time Formatting

Standard Date Jan 12, 2024

Full Date January 12, 2024

Time 14:30 GMT