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Brand Identity Guidelines
Distribution-First Crypto Accelerator · 2026
02   Color System
Background
#080808
--bg
rgb(8, 8, 8)
Surface
#0f0f0f
--surface
rgb(15, 15, 15)
Text
#e6e4dd
--text
rgb(230, 228, 221)
Gold
#c4a97d
--gold
rgb(196, 169, 125)
Border
#1c1c1c  ·  --border
Subtle
#2e2e2e  ·  --subtle
Muted
#5a5a5a  ·  --muted
Gold Dim
#7a6546  ·  --gold-dim
Background
Page and primary container background. Used at full opacity — never transparent or layered on light surfaces.
Text
Primary content. Warm off-white avoids the harshness of pure white on the near-black ground.
Gold — Accent
Italic emphasis, CTA hover fill, key number callouts. Use sparingly. Never as a background at large scale.
Gold Dim — Structure
Button borders, secondary UI chrome, decorative outlines. Suggests gold without competing with body copy.
Muted — Secondary Text
Labels, captions, section numbers, supplementary copy. Maintains hierarchy below primary text.
Border
All hairline dividers, card outlines, and structural separators. One consistent weight system-wide.
●
Color principle: The palette is intentionally narrow. Restraint is the brand. Introduce gold only where emphasis is genuinely earned — key italic phrases, interactive states, and primary CTAs. Avoid adding any color outside this system without explicit approval. There are no secondary accent colors.
03   Typography
Display — Cormorant Garamond
Aa
A B C D E F G H I J K L M
N O P Q R S T U V W X Y Z
Google Fonts · Weight 300 only
UI & Body — Space Grotesk
Aa
A B C D E F G H I J K L M
N O P Q R S T U V W X Y Z
0 1 2 3 4 5 6 7 8 9
Google Fonts · Weights 300, 400, 500
Hero Mark
Cormorant Garamond 300 · clamp(120px, 22vw, 220px) · ls 0.25em
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Display H1
Cormorant Garamond 300 · 64px · ls -0.01em · lh 1.1
Few do both.
Display H2 — Section Headline
Cormorant Garamond 300 · 46px · ls -0.01em · lh 1.22
Most crypto projects don't fail on technology.
They fail on distribution.
Display H3 — Card / Sub-headline
Cormorant Garamond 300 · 32px · lh 1.3
Consumer Crypto
Italic Accent
Cormorant Garamond 300 Italic · gold #c4a97d · use within display text only
distribution.
Body Copy
Space Grotesk 400 · 15px · lh 1.6 · color --text
Capital is no longer scarce. Engineering talent is no longer scarce. What is scarce is reach. The path from launch to liquidity to relevance runs through KOLs, institutional partners, exchange listings, and narrative momentum.
Navigation / UI Labels
Space Grotesk 400 · 11–13px · uppercase · ls 0.14em
Thesis    Network    Work With Us →
Section Label
Space Grotesk 400 · 11px · uppercase · ls 0.22em · color --muted
01   Thesis
02   How We Work
Footer Mark
Cormorant Garamond 300 · 18px · ls 0.18em · color --muted
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Caption / Meta
Space Grotesk 400 · 12px · ls 0.06em · color --muted
Protocol infrastructure on one side. Enterprise institutions on the other.
Typography rules
  • Headlines always in Cormorant Garamond 300. No exceptions.
  • Body, UI, navigation always in Space Grotesk
  • Italic gold is for single key words within a headline — not phrases
  • All caps only in Space Grotesk, with minimum 0.12em letter-spacing
  • Line lengths: 60–72 characters for body text comfort
Typography avoid
  • Bold weight (600+) anywhere in the system
  • All-caps in Cormorant Garamond
  • Mixing italic gold on body-size text (15px and under)
  • Underlining or other text decoration on headlines
  • System fallback fonts in designed outputs
04   UI Components
  • Thesis
  • Network
Work With Us →
Navigation Bar
Height64px
Padding0 56px
Backgroundrgba(8,8,8,0.92)
Blurbackdrop-filter: blur(12px)
Border1px solid #1c1c1c
Positionsticky / fixed top:0
Work With Us → Contact →
Buttons
Border (primary)1px solid #7a6546
Border (ghost)1px solid #1c1c1c
Padding10px 24px
FontSpace Grotesk 400
Size / Track12px / 0.12em
Hover fill#c4a97d (gold)
Transition0.25s ease
Primary
Secondary
Tertiary
Distribution-First
Tags & Pills
Border1px solid #1c1c1c
Gold border1px solid #7a6546
Padding5px 12px
FontSpace Grotesk 400
Size / Track10px / 0.18em
CaseUPPERCASE
Radius0 — sharp corners
01  Thesis
Section Label
Format01  Label Name
Number color#7a6546 (gold-dim)
Text color#5a5a5a (muted)
Font / SizeSpace Grotesk · 11px
Track0.22em
Trailing rule1px solid #1c1c1c · flex:1
Primary
Consumer Crypto
Products with real users, meaningful token launches, and global distribution potential.
Focus Card
Background#0f0f0f (surface)
Border1px solid #1c1c1c
Padding32px 36px
Tag10px uppercase · border
Title fontCormorant 300 · 26px
Body fontSpace Grotesk · 13px
Radius0 — sharp corners
Dividers & Structural Rules
Section divider border-top: 1px solid #1c1c1c Separates major content sections. Full width.
Card outline border: 1px solid #1c1c1c Applied to cards, panels, and component wrappers.
Trailing rule flex:1; height:1px; background:#1c1c1c Used in section labels to extend to edge.
Corner radius 0px — always square No rounded corners anywhere in the system.
Motion & Transitions
Button fill / color transition: 0.25s ease All interactive color and background changes.
Nav backdrop transition: 0.4s ease Background and border on scroll state.
Link hover transition: 0.2s ease Text color changes on anchors and nav links.
Principle ease only — no spring No bounce, overshoot, or physically-simulated curves. Calm, deliberate motion.
Spacing System
Page margin56pxLeft/right padding on all major content regions.
Section top padding80pxSpace above each major section's content.
Section label gap48pxBelow section label, before first content element.
Card padding32–40pxInternal padding for cards and panel components.
Component gap2pxHairline gap between adjacent components in grids.
Button padding10px 24pxAll CTA buttons use this padding.
Nav height64pxFixed header height.
05   Voice & Tone
Write this
"Capital is no longer scarce. What is scarce is reach."
Short declarative sentences. No hedge words. The claim earns its weight because it's true.
Not this
"We leverage our extensive industry connections to help maximize your project's growth potential."
Vague superlatives and filler verbs ("leverage," "maximize") weaken the message. Every word must pay for its place.
Write this
"We don't just fund founders. We take them to market."
Contrast and tension. The short second sentence lands harder because of the setup.
Not this
"As a leading accelerator, we provide comprehensive support and funding to help you succeed."
Generic positioning with zero specificity. "Leading," "comprehensive," "succeed" — none of these differentiate iii.
Write this
"We are operators before advisors."
The distinction is earned. It tells readers exactly what kind of relationship to expect — and what kind not to.
Not this
"We're passionate about helping Web3 founders build amazing products and communities!"
Exclamation points, "amazing," and "passionate" signal effort without conviction. iii's voice is measured and confident, not enthusiastic.
01
Precise over Persuasive
We do not write marketing copy. We write accurate, specific claims. If it cannot be substantiated, it does not appear. The precision is the persuasion.
02
Operator Voice
We speak as people who have done the work, not as consultants who advise on it. Verbs matter: "embed," "move," "open" — not "support," "enable," "facilitate."
03
Restraint is the Brand
Fewer words. Shorter paragraphs. Leave white space — in layout and in prose. The confidence of the brand is expressed in what is left out.
04
No Crypto Clichés
Never use: "ecosystem," "synergy," "building the future," "WAGMI," "alpha," or "disruptive." If every accelerator could say it, iii does not say it.
05
Name the Mechanism
When making a claim about our edge, name the specific mechanism. Not "we have relationships" — but "tier-one exchange listings, KOL networks, and enterprise IT partners."
06
Cold Confidence
Never enthusiastic. Never desperate. The tone assumes the reader already respects what iii does — and speaks accordingly. Quiet authority over loud ambition.
06   Usage & Application
Digital — Use
  • Dark backgrounds (#080808) as the default canvas for all digital surfaces
  • Cormorant Garamond for all heading levels, Space Grotesk for all body and UI text
  • Gold (#c4a97d) as hover state fill on primary CTA buttons
  • Gold italic for one key word per headline section — maximum
  • Sharp (0px radius) corners on all interactive elements and cards
  • Two-pixel gaps between adjacent component panels as the preferred composition grid
Digital — Avoid
  • Light mode versions of any interface element
  • Colored backgrounds other than the approved palette
  • Any gradient, shadow, or glow effect
  • Rounded corners or pill-shaped UI elements
  • Font weights above 500 anywhere in the system
  • Animations with bounce, spring, or overshoot easing
Print & Presentation — Use
  • Reversed (white on black) as default for printed decks
  • Black background on slide canvases, off-white text
  • Gold accent sparingly on key data points and callout words
  • Wide margins (minimum 56px equivalent) to preserve breathing room
  • Single typeface pairing: Cormorant Garamond headlines + Space Grotesk body
Print & Presentation — Avoid
  • White or light slide backgrounds — always dark
  • Stock photography or generic imagery
  • More than two type sizes on a single slide
  • Clip art, icons, or illustration styles inconsistent with the brand register
  • Full-color partner logos — use white/monochrome versions on dark
Aa
Font access: Both typefaces are available free on Google Fonts. Install locally for design tools — search "Cormorant Garamond" and "Space Grotesk" on fonts.google.com. For web use, import via the provided link tag or use @import in CSS. Always load weight 300 for Cormorant and weights 300, 400, 500 for Space Grotesk.
CSS Design Tokens — Copy & Paste
:root {
  /* Color */
  --bg:       #080808;
  --surface:  #0f0f0f;
  --border:   #1c1c1c;
  --text:     #e6e4dd;
  --muted:    #5a5a5a;
  --subtle:   #2e2e2e;
  --gold:     #c4a97d;
  --gold-dim: #7a6546;

  /* Typography */
  --font-sans: 'Space Grotesk', sans-serif;
  --font-disp: 'Cormorant Garamond', serif;
}