Overview

ScaleChain’s brand is the collection of perceptions people have about our company. It is the big picture impression that is left on our customers and those who interact with us.

ScaleChain’s branding exists to differentiate our company from others in the marketplace, as well as connect with a target audience. It creates trust and recognition by communicating in a consistent way across all teams and channels.

This style guide is the visual translation of ScaleChain's mission, vision and values. It is the framework that specifies how to communicate the ScaleChain brand. The design assets presented within are the tangible visual elements that determine how our brand is perceived by, and how it interacts with, the world.

Brand Story

ScaleChain is owned and operated by industry experts who have built recruiting engines in the crypto space. Our primary focus is on building technical teams at organizations with a token economic model.

Our Mission


ScaleChain is the world’s talent leader in scaling blockchain organizations.

Our Vision


ScaleChain is a recruiting powerhouse for the token economy. We are also a network for technical blockchain enthusiasts.

Our Values


Tech-forward, top-tier talent, trusted relationships.

Color Palette

ScaleChain’s official palette is comprised of a variety of swatches, each functioning as an essential component to our brand’s web presence and print design materials.

Black

RGB0 / 1 / 4

HEX000104

Primary black used for background of logo.

White

RGB255 / 255 / 255

HEXFFFFFF

Primary white used for text on darker backgrounds.

Cultured White

RGB249 / 249 / 249

HEXF9F9F9

Light gray for row backgrounds.

Light Silver

RGB242 / 241 / 242

HEXF2F1F2

Chrome palette color option.

Bright Silver

RGB217 / 217 / 217

HEXD9D9DD

Chrome palette color option.

Silver

RGB187 / 186 / 187

HEXBBBABB

Chrome palette color option.

Light Gray

RGB209 / 211 / 212

HEXD1D3D4

Chrome palette color option.

Mid Gray

RGB88 / 89 / 91

HEX58595B

Default body copy color. Chrome palette color option.

Dark Gray

RGB32 / 32 / 32

HEX202020

Chrome palette color option.

Gold

RGB255 / 211 / 0

HEXFFD300

Accent swatch for CTA buttons

Lime

RGB193 / 255 / 0

HEXC1FF00

Accent swatch for blog grid image overlay hovers.

Bright Turquoise

RGB0 / 255 / 211

HEX00FFD3

Accent swatch for hero image overlay layers.

Azure Radiance

RGB0 / 151 / 255

HEX0097FF

A shade of this accent swatch is used for select headers and row backgrounds.

Typography

Typography -- the visual art of creating written words -- is an essential building block of ScaleChain’s brand identity. ScaleChain utilizes the following defined typefaces for all content displayed on our website at https://scalechain.com.

Primary Typeface: Urbanist


Urbanist is a neutral geometric sans-serif font. It is versatile for display purposes and lends itself to a more urban aesthetic.

H1 heading

H2 heading

H3 heading

H4 heading

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
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 ! ? . , : ; ‘ “ ^ < >
@ # $ % & * ( ) [ ] { } / \ | _ + = - ~ `

How quickly daft jumping zebras vex.

The quick brown fox jumps over the lazy dog.

This is a paragraph that uses every single letter in the alphabet. Now, that doesn’t mean this can be a paragraph with no story, but it does mean that every single letter is used. You can make it as generic or fanciful as you’d like. You can talk about anything from quilts to jets to xylophones. Oh yeah, and you can use whatever language you want, from Afrikaans to Zulu.

Directions for use:
Urbanist is to be used for all headers and CTA buttons.

View Urbanist at Google Fonts.

Secondary Typeface: Mulish


Mulish's minimalist details and optimized legibility lend to a friendly presentation for display and text uses.

H1 heading

H2 heading

H3 heading

H4 heading

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
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 ! ? . , : ; ‘ “ ^ < >
@ # $ % & * ( ) [ ] { } / \ | _ + = - ~ `

How quickly daft jumping zebras vex.

The quick brown fox jumps over the lazy dog.

This is a paragraph that uses every single letter in the alphabet. Now, that doesn’t mean this can be a paragraph with no story, but it does mean that every single letter is used. You can make it as generic or fanciful as you’d like. You can talk about anything from quilts to jets to xylophones. Oh yeah, and you can use whatever language you want, from Afrikaans to Zulu.

Directions for use:
Mulish is used for all navigation and body copy instances.

View Mulish at Google Fonts.

Imagery

ScaleChain’s on-brand images help to convey our best practices, aspirations and moods. The following images have been selected to communicate ScaleChain’s values associated with our brand.

Voice

ScaleChain’s brand voice strongly impacts how our audience feels about our products and services. The following words and phrases depict our best practices, personality and what does and does not demonstrate the voice of our ScaleChain brand.

Words we like:


Blockchain, crypto, tech-stack, token economy, recruiting, high growth, search, relationships, technical, elite, talent, network, candidates, screening, connect.

Words we don't like:


Tasteless, traditional, standard, average, beginner, novice, inexperienced, outdated.