# GrowBlocks / Brand kit 2.0
17 September 2026. New identity assets for review, extending the approved neon low-poly direction.

## Brand idea
The token district after dark. A social game for traders, builders and night owls. The world is welcoming, angular, playful and alive. The signature line is **BE EARLY. STAY LATE.** After Hours is the campaign theme, not the company name.

## Logo system
The **Stepped G** is an original vector mark built from thick connected blocks. Its open centre recalls an entrance into the plaza. It is a letterform, not a price chart or token symbol.
Use the symbol alone for the X avatar, app icons and tiny spaces. Use the horizontal lockup on headers, partnership artwork and cover slides. Use the wordmark when the brand is already recognizable nearby.
Primary: lime on midnight. Alternatives: white on dark, black on light. No gradient or glow inside the master mark. Do not stretch, rotate, add bevels, rearrange its blocks, fill the aperture, or put it over a busy scene.
Clear space: at least one stem width on each side, about 25% of visible mark width. Minimum symbol: 24px; prefer 32px. Minimum horizontal lockup: 220px wide. At smaller sizes, use the symbol alone.
SVG logos contain outlined paths, not live text, so they preserve their appearance without installed fonts. Do not retype the supplied logo.

## Colours
Lime #7CFF5A: brand and primary action.
Cyan #53EDFF: navigation, cool lighting, information.
Magenta #FF58C7: party lighting, selected social state.
Midnight #10152E: main canvas.
Surface #131B30: panels.
Ivory #EDF5FF: primary text.
Mist #B2C2DE: secondary text.
Gold #FFD166: attention and pending states.
Error #FF6B6B: errors with explanatory text.
Use roughly 75% dark foundations, 15% scene/material colour and 10% electric accents. This is a starting composition balance.
Put dark text on lime buttons and light text on dark panels. Never use white text on bright lime. Do not communicate state through colour alone. Keep glow away from body copy.
Digital RGB is the master colour system. Print colours require a proof for the chosen paper and process.

## Typography
Press Start 2P, regular 400: logo, short headlines, labels and signage.
VT323, regular 400: body, handles, helper copy and data.
Display: 32px desktop / 24px mobile, line height 1.45.
Section heading: 20px / 16px, line height 1.5.
Controls: 10-12px Press Start 2P with minimum 44px targets.
Body: 22px / 20px VT323, line height 1.3. Helper: at least 16px.
Use uppercase for short UI labels; sentence case for paragraphs. Never set long paragraphs in Press Start 2P. Use the local font files and include their supplied OFL licences when redistributing.

## X assets
Upload social/x-avatar-dark.png as the profile photo: 400 x 400.
Upload social/x-banner.png as the header: 1500 x 500.
These dimensions follow X Help, checked 17 September 2026: https://help.x.com/en/managing-your-account/common-issues-when-uploading-profile-photo
The avatar has generous circular-crop padding. The banner reserves the lower-left for the profile-photo overlap; key lettering sits inside a central vertical safe band. X cropping varies by device, so preview after upload.
Alternative: x-avatar-light.png, midnight symbol on lime.
Keep the same mark in the avatar and header. Ugly is a character in the world, not a replacement for the master brand.
Suggested display name: GrowBlocks.
Suggested bio: A neon playground for traders, builders and night owls. Explore the plaza. Meet your community. Be early. Stay late.
Website: https://growblocks.vercel.app
No account handle is assumed or claimed. No social-account changes have been made.

## World, characters and imagery
Use broad faceted planes, matte surfaces, recognizable silhouettes, angular trees and concentrated neon edges. No photoreal textures. Characters use articulated low-poly streetwear.
Ugly has chestnut polygon fur, a dark face, wide eyes, pink tongue, cream paws and a lime collar. Preserve his canine silhouette and face opening. He is a smaller wandering NPC in game v0.6.1.
The banner is AI-generated campaign illustration based on the approved plaza, assembled with exact vector branding. It is not a gameplay screenshot. Use actual game captures when illustrating current gameplay.
Octagonal portals and crystals are environmental motifs. There is no GrowBlocks token. Partner colours and wordmarks remain separate from the master identity.

## Graphic language and UI
Use stepped cuts, 12px notches, a 4px spacing rhythm and restrained hard shadows. Spacing: 4, 8, 12, 16, 24, 32, 48, 64px.
One primary lime action per decision area. Cyan navigation; magenta selected party state. Show a pale-gold focus outline. Use words or icons alongside colours for errors and selected states.
Minimum touch target: 44px; main entry action: at least 52px. Check at 390 x 844. Keep controls clear of one another and safe areas.

## Motion and sound
Keep static buildings, trees and signs stable. Animate real character actions, responsive music or event states. Preserve antialiasing, stable shadows and smooth motion.
Respect reduced motion, avoid flashing, make music opt-in and pause it when the page is hidden. Never rely on audio alone for an event signal.

## Voice
Short, social and concrete. Invite, do not promise profit.
Use: ENTER THE PLAZA / MEET THE BUILDERS / DANCE / NEXT LAUNCH: TBA / LIVE FEED OFFLINE.
Avoid guaranteed returns, made-up token prices, fabricated activity or scarcity, fake launch dates, and coin balances that do not exist.
X handle identity is separate from wallet connection. No wallet signing or custody inside the game.
Use Castilian Spanish for Spanish copy. Avoid em dashes.

## Applications
The supplied 1600 x 900 community graphic is a reusable brand cover. Its SVG source keeps the mark and type editable as paths. For event artwork, replace the headline in the source workflow and include only confirmed dates and facts.
Keep 6% edge safety on social posts. Place copy in quiet negative space. Avoid stacking several slogans or sponsor marks in the primary focal area.

## Included files
logos/: transparent SVG symbol, wordmark and lockup in lime, white and black; PNG masters.
social/: X avatars, X header and community graphic, PNG and SVG.
fonts/: the two font families and their licences.
source/: Ugly reference and generation prompt.
brand-tokens.css / brand-tokens.json: implementation values.
index.html: offline visual guide and asset download links.
README.md: this written specification.
growblocks-brand-kit.zip: portable package, created after final verification.

The identity kit does not change the live game's branding or upload anything to an X account automatically.

## Rebuilding
Run source/build-brand-kit.py from a Python environment with fontTools installed to regenerate SVG compositions and the guide. PNG exports use source/export-and-check.mjs with Node and Chrome; its Chrome path is configured for this Windows workspace. Serve the kit directory at http://127.0.0.1:8770 before exporting. The SVGs can also be opened in a vector editor without running any scripts.