From d6af339954ac23ebc0c2bde8793d0929aa11121b Mon Sep 17 00:00:00 2001 From: 0xdrag <122600313+Dragboyz@users.noreply.github.com> Date: Fri, 31 Oct 2025 09:32:57 +0000 Subject: [PATCH] docs(brand-kit): README polish and editorial style guide fixes --- README.md | 48 ++++++++++++++++++++++++++------- guides/editorial-style-guide.md | 18 ++++++------- 2 files changed, 48 insertions(+), 18 deletions(-) diff --git a/README.md b/README.md index 32856fd..6617644 100644 --- a/README.md +++ b/README.md @@ -1,4 +1,4 @@ -![Base](logo.webp) +![Base logo](logo.webp) # Base brand-kit @@ -8,10 +8,10 @@ Base is a secure, low-cost, developer-friendly Ethereum L2 built to bring the ne -[![GitHub contributors](https://img.shields.io/github/contributors/base-org/brand-kit)](https://github.com/base-org/brand-kit/graphs/contributors) -[![GitHub commit activity](https://img.shields.io/github/commit-activity/w/base-org/brand-kit)](https://github.com/base-org/brand-kit/graphs/contributors) -[![GitHub Stars](https://img.shields.io/github/stars/base-org/brand-kit.svg)](https://github.com/base-org/brand-kit/stargazers) -![GitHub repo size](https://img.shields.io/github/repo-size/base-org/brand-kit) +[![GitHub contributors](https://img.shields.io/github/contributors/base/brand-kit)](https://github.com/base/brand-kit/graphs/contributors) +[![GitHub commit activity](https://img.shields.io/github/commit-activity/w/base/brand-kit)](https://github.com/base/brand-kit/graphs/contributors) +[![GitHub Stars](https://img.shields.io/github/stars/base/brand-kit.svg)](https://github.com/base/brand-kit/stargazers) +![GitHub repo size](https://img.shields.io/github/repo-size/base/brand-kit) @@ -23,17 +23,17 @@ Base is a secure, low-cost, developer-friendly Ethereum L2 built to bring the ne -[![GitHub pull requests by-label](https://img.shields.io/github/issues-pr-raw/base-org/brand-kit)](https://github.com/base-org/brand-kit/pulls) -[![GitHub Issues](https://img.shields.io/github/issues-raw/base-org/brand-kit.svg)](https://github.com/base-org/brand-kit/issues) +[![GitHub pull requests by-label](https://img.shields.io/github/issues-pr-raw/base/brand-kit)](https://github.com/base/brand-kit/pulls) +[![GitHub Issues](https://img.shields.io/github/issues-raw/base/brand-kit.svg)](https://github.com/base/brand-kit/issues) ### Guides -- [Brand Guide](http://base.org/brand) +- [Brand Guide](https://base.org/brand) - [Editorial Style Guide](guides/editorial-style-guide.md) ### Fonts -Located in [/fonts](fonts/). +Typography guidance is covered in the Brand Guide. ### Logos @@ -46,3 +46,33 @@ Located in [/fonts](fonts/). | ![SymbolBlue](logo/TheSquare/Digital/Base_square_blue.svg) | ![WordmarkBlue](logo/Basemark/Digital/Base_basemark_blue.svg) | | ![SymbolWhite](logo/TheSquare/Digital/Base_square_white.svg) | ![WordmarkWhite](logo/Basemark/Digital/Base_basemark_white.svg) | | ![SymbolBlack](logo/TheSquare/Digital/Base_square_black.svg) | ![WordmarkBlack](logo/Basemark/Digital/Base_basemark_black.svg) | + +### Directory structure + +- `logo/`: Official logos and marks (SVG/WEBP) organized by families and colors +- `guides/`: Brand and editorial guidance (PDF/Markdown) +- `fonts/`: Not included here; refer to the Brand Guide for typography guidance + +### How to use + +- Use provided SVGs for best quality; PNG/WEBP for raster contexts if needed +- Preserve clear space and aspect ratios as defined in the Brand Guide +- Use approved colorways (blue/white/black) on appropriate backgrounds +- For web, prefer the wordmark or lockup in navigation and headers + +### Do not + +- Do not alter colors outside the approved palette +- Do not stretch, skew, or add effects (shadows, outlines) to the marks +- Do not place marks on low-contrast or busy backgrounds +- Do not modify the wordmark letterforms + +Refer to the [Brand Guide](https://base.org/brand) for full specifications. + +### Licensing and usage + +Base brand assets are provided for use under Base’s brand guidelines. By using these assets you agree to follow the rules in the Brand Guide. If you’re unsure whether your use is permitted, review the guide or contact Base. + +### Download + +- Download the latest assets via GitHub: https://github.com/base/brand-kit/archive/refs/heads/main.zip \ No newline at end of file diff --git a/guides/editorial-style-guide.md b/guides/editorial-style-guide.md index fdaa39e..61571af 100644 --- a/guides/editorial-style-guide.md +++ b/guides/editorial-style-guide.md @@ -17,7 +17,7 @@ Base is a secure, low-cost, builder-friendly Ethereum L2 designed to help bring ## Critical Style Conventions - **Always refer to Base as ‘Base’.** Avoid variations like BASE, Base Chain, $BASE, or Base Network. -- **Use the word ‘onchain’** instead of ‘web3’ or ‘crypto’ — and it's spelled "onchain" or "Onchain" not "on-chain" or "on chain" or "On Chain" +- **Use the word ‘onchain’** instead of ‘web3’ or ‘crypto’ — and it's spelled "onchain" or "Onchain", not "on-chain", "on chain", or "On Chain" - **Use technical terms sparingly**, and when you do, work to explain them in full - **Have your brand supersede Base** (BRAND x Base, not Base x BRAND) in text and media assets. Position your brand before Base (BRAND x Base, not Base x BRAND) in text and media assets. - **Use readable language and grammar.** @@ -72,7 +72,7 @@ Assume your audience includes crypto newcomers. Use analogies and examples to ma ## Tone and Voice -”Although tone and voice are often used together, they are not at all the same thing. Voice is the overall **personality** of your brand and can be described in adjectives like helpful, witty, or friendly. \[…] your brand’s voice will not change. However, tone, or tone of voice, is the attitude of your writing for a particular content piece.” - Shelby Crawford +“Although tone and voice are often used together, they are not at all the same thing. Voice is the overall **personality** of your brand and can be described in adjectives like helpful, witty, or friendly. […] your brand’s voice will not change. However, tone, or tone of voice, is the attitude of your writing for a particular content piece.” - Shelby Crawford **Voice** @@ -112,8 +112,8 @@ Here’s an example of writing that feels appropriate in both tone and voice: - **Tips for Improving Clarity** - - [Sentence Clarity](https://owl.purdue.edu/owl/general_writing/mechanics/sentence_clarity.html) - Strategies for improving sentence clarity include using transitional words, properly placing subordinate clauses, and choosing action verbs over ‘be’ verbs (e.g. _is_, _are_). - - [Plain Style](https://owl.purdue.edu/owl/general_writing/writing_style/plain_style%20.html) - Because we specialize in reducing complex topics into concise summaries that are digestible to the average user, Base encourages contributors to write in plain style. For example: opt for simple words like _use_ rather than _utilize_. + - [Sentence Clarity](https://owl.purdue.edu/owl/general_writing/mechanics/sentence_clarity.html) - Strategies for improving sentence clarity include using transitional words, properly placing subordinate clauses, and choosing action verbs over 'be' verbs (e.g., _is_, _are_). + - [Plain Style](https://owl.purdue.edu/owl/general_writing/writing_style/plain_style.html) - Because we specialize in reducing complex topics into concise summaries that are digestible to the average user, Base encourages contributors to write in plain style. For example: opt for simple words like _use_ rather than _utilize_. - **Passive and Active Voice** - Base prefers active voice. Sometimes [passive voice can be rhetorically effective](https://owl.purdue.edu/owl/general_writing/academic_writing/active_and_passive_voice/choosing_passive_voice.html), but in most cases contributors should [change passive to active voice](https://owl.purdue.edu/owl/general_writing/academic_writing/active_and_passive_voice/changing_passive_to_active_voice.html). For example: - **Original:** “Experiences that are sticky, that make it easy for anyone to get started, and that offer a seamless user experience that abstracts onchain complexity as much as possible are what we’re looking for.” (passive) - **Edited:** “We’re looking for experiences that make it easy for anyone to get started and offer a seamless user experience that abstracts complexity as much as possible.” (active) @@ -141,12 +141,12 @@ Here’s an example of writing that feels appropriate in both tone and voice: **Punctuation** - [Oxford Comma](https://thewritelife.com/is-the-oxford-comma-necessary/) - Base uses the **Oxford comma**. For example: - - ❌ apples, oranges and bananas (no Oxford comma) - Do not use this style. - - ✅ apples, oranges\*\*,\*\* and bananas (Oxford comma) - Use this style. + - ❌ apples, oranges and bananas (no Oxford comma) + - ✅ apples, oranges, and bananas (Oxford comma) - **Em Dashes** - Write em dashes as ( — ). Add spaces on both sides. For example: - **Em dash:** “Facilitators accept responsibility to move groups through an agenda, ensure adherence to mutually agreed-upon process mechanics, and — if necessary — suggest alternates or additional discussion.” - Consult [Merriam-Webster](https://www.merriam-webster.com/words-at-play/em-dash-en-dash-how-to-use) for general guidance on em dashes. -- **Ampersands** - Use ampersands only in business names (e.g., “Tiffany\&Co.”) and common abbreviations such as “B\&B” or “R\&D.” Avoid using ampersands as a substitute for the word “and.” +- **Ampersands** - Use ampersands only in business names (e.g., “Tiffany & Co.”) and common abbreviations such as “B&B” or “R&D.” Avoid using ampersands as a substitute for the word “and.” - **Parentheticals** - [Where to place that period](https://style.mla.org/the-placement-of-a-comma-or-period-after-a-quotation)? As per [Typos of the NYT](https://twitter.com/nyttypos/status/1599500874354954240): “When a sentence ends with a parenthetical, the sentence's period goes outside the parentheses (unless the entire sentence is parenthetical).” - **Colons and Semicolons** - For lists included as part of the text, use semicolons as separators when at least one of the list items contains a comma. Otherwise, use commas. @@ -158,9 +158,9 @@ Here’s an example of writing that feels appropriate in both tone and voice: - Write numerals 10 and above as Arabic numerals: 10, 59, 100, 9888, etc. - Abbreviate 10,000 and above with a K instead of using a comma. For example: write 100,000 as 100K. Abbreviate 1,000,000 and above with an M. Abbreviate 1,000,000,000 and above with a B. - **Dates** - Write dates (e.g., in blog post titles and images) as “September **2**, 2022” (or in shortened form as "Sep. 2, 2022") rather than “September **2nd**, 2022.” -- **Time Spans** - Write full-year ranges of time as “2009—2022” with an em-dash and no spaces. +- **Time Spans** - Write full-year ranges of time as “2009—2022” with an em dash and no spaces. - **Decades** - Write out the first reference to a decade as “1960s” and abbreviate subsequent instances as “60s” (no apostrophe). - **Clock Times** - When referring to the time, always reference both the period of day and time zone, with the period lowercase and the time zone uppercase. Do not use a space between the numeral and period of day, and then use a space for the time zone: “7am ET”, “1:30am PT” etc. When not referencing a specific location, default to PT. - **Software Versioning Prefixes** - Base uses lowercase version number prefixes for software (v1, v1.5, v2.6.4, etc.) rather than uppercase (V1, V1.5, V2.6.4, etc.) While there is no fixed standard, most software versioning at a low level uses Semantic Versioning Specification, aka [semver](https://semver.org/). -This document has been remixed in part from the open-source Editorial Style Guide by [Danica Swanson](https://warpcast.com/danicaswanson) (for [Starbased](https://starbased.notion.site/Starbased-f8659abc78ad4f2095ed01bc88cca519)). +This document has been remixed in part from the open-source Editorial Style Guide by [Danica Swanson](https://warpcast.com/danicaswanson) (for [Starbased](https://starbased.notion.site/Starbased-f8659abc78ad4f2095ed01bc88cca519)). \ No newline at end of file