Zo Brand Playbook
Brand Assets
Zo Brand Logos
HEX #111111
RGB 17 17 17
HEX #F1563F
RGB 241 86 63
HEX #FFFFFF
RGB 255 255 255
HEX #111111
RGB 17 17 17
HEX #111111
RGB 17 17 17
HEX #111111
RGB 17 17 17
HEX #111111
RGB 17 17 17
HEX #30BBA9
RGB 48 187 169
Do’s & Don’t
✅ Clearspace
Clear space around the logo is equal to the \z/ symbol in all the sides
✅ Partnership
Space between the brand logos should be equal to the \z/ symbol
🚫 Do not crop logo
🚫 Do not distort the logo
🚫 Do not use shadow or any other effect
🚫 Do not outline logo
🚫 Do not rotate the logo
Use on Photos & Videos
Zo Emojis & Stickers
Fonts
Rubik (Digital Products: Website & App)
Futura (Marketing materials & Brand: Creatives, videos, social media etc.)
Kalam (for handwritten style)
✒️ How Zo Writes
Zo writing principles: To the point, useful, human first, and friendly
Using Zo Zo Zo
Written
✅ Z capital and o small. Example: Zo Zo Zo 🚫 Don’t write in uppercase or lowercase. Example: ZO ZO ZO or zo zo zo
Communication
✅ When greeting someone, we always use Zo Bro. ✅ The number of Zo or 'o' after Z is governed by the excitement tone of the message.
A simple agree is Zo
An excited agreement is Zo Zo
A crazy excitement is Zo Zo Zo
Success states in app or web
✅ Zo Zo Zo! [Message] Example: Zo Zo Zo! Your stay is confirmed.
On buttons
✅ Zo Zo Zo! or Zo Zo Zo! [Action name]. Example: Zo Zo Zo! I’m in
Expression
✅ We use emoji with Zo Zo to express our feelings.
Example: Hello is Zo 👋 Zo, Travelling is Zo ✈️ Zo, Running is Zo 👟 Zo
Symbolic representation of Zo logo \z/
✅ Always use small letter z between \ and /. Example: \z/ 🚫 Don’t write z in uppercase letters. Example: \Z/
Zo members not users
Everyone who’s part of Zo family is a member not user. Build a habit of calling Zo members as members not users.
✅ Example: The members haven’t checked-in for the event 🚫 Example: The users haven’t checked-in for the event
Replace jargon with simpler words
Do not use technical terms or words that members will misinterpret. Remember that the user doesn't work at Zo World and might be unfamiliar with words that aer used everyday at work.
✅ Check your internet connection and try again. 🚫 [Network Error 500] The operation could not be completed.
Be consistent
Use one word for same action. Do not use synonymous words.
✅ Delete Account? Cancel Delete 🚫 Delete Account? Cancel Remove
Be specific
Minimise phrases that suggest a lot of work for members. Give members as much information as they need right now, even if there are more steps involved, so they're not overwhelmed.
✅ Manage your wallet. 🚫 Go to settings and edit your wallet settings.
Use present tense instead of future tense
Using present tense conveys that the action is immediate.
✅ Your booking is confirmed and email sent. 🚫 Your booking will be confirmed and email will be sent.
Statement or Question
Question: Here, the question "How was your stay?" is a better prompt for members to leave feedback than "Tell us about the stay.”
✅ You stayed at Zo House SF. How was your stay? 🚫 You stayed at Zo House SF. Tell us your experience.
Statement: "Book your stay at Zo" is better fit. "Want to book your stay at Zo?" isn't appropriate because the member has made an account and wants to use Zo club app. The answer to the question would not be no.
✅ Book your stay at Zo 🚫 Want to book your stay at Zo?
Active & Passive voice
Active voice: The subject of the sentence performs the action expressed by the verb. This voice is typically more direct and dynamic.
✅ Members joined the community 🚫 The community was joined by members
Passive voice: Useful when the focus is on the action or the recipient of the action rather than the doer.
✅ Your wallet is connected 🚫 You connected your wallet
Write in general language
In this example, general language is more appropriate. The member does not know their device's IP address and has no use for that information.
✅ Someone logged into your Zo account on an iPhone device. Was it you? 🚫 Someone logged into your Zo account on an iPhone device using IP address 192.158.1.38. Was it you?
Emphasise on verbs not nouns
In this scenario, it is more important for the member to know what they need to do.
✅ Pay your food bill by Apr 7 🚫 your food bill is due on Apr 7
Shorter & simple text
Remove empty phrases and make the text as short as possible without losing the essence.
✅ Connect wallet to check profile ✅ Cancel transaction? 🚫 Connect your wallet to login into the account for checking your profile 🚫 Are you sure you want to cancel transaction?
Minimise thank you and sorry
Unless you're asking users to go out of their way or there's been a significant error on Zo World part.
✅ Low balance. You can’t transfer 1ETH from you wallet. 🚫 Low balance. You can’t transfer 1ETH from you wallet. We apologise for the inconvenience.
Use one adjective instead of two.
Instead of saying "easy and quick", the revised copy just uses one adjective.
✅ Merging your accounts is easy. 🚫 Merging your accounts is easy and quick.
Break sentences to fragments
✅ Send 1.1 ETH to
My wallet
blrxzo.eth
🚫 Select:
Transfer 1.1 ETH to my wallet
Transfer 1.1 ETH to blrxzo.eth
Avoid repeating phrases
in text and related components like buttons and input fields. On the right, "View History" button is repeated in the body copy and the button copy. On left, the body copy identifies what the member is looking for and the button copy tells the member what they need to do.
✅ Looking for your transactions? View History 🚫 View history to see your transactions. View History
😃 Using Emojis as part of communication
✅ Use standard or Zo emojis in
Empty states
Success messages
Titles
List items
Dialog boxes
✅ Use emojis in the end of the sentence, and to express emotion. ✅ Use 1-2 emojis at one place. 🚫 Error messages, Placeholder text, and Buttons 🚫 Using 5-6 emojis at once place will distract the member and diminish the impact of the emoji.
🗣️ Language & Grammar
Spelling
Zo follow American English when writing for a global audience because the internet is written in American English.
✅ Example: Decentralized not Decentralised, organize not organise, color not colour
Use proper nouns
Names of members, companies, cities, states and countries are proper nouns and need to be capitalized accordingly.
Names
✅ Capitalize the first letter of the first name and last name of a member. Example: Naagraj, DV, Cannibal, Pofunder.
Organizations
✅ Capitalize the first letter of a company's name unless they adopt a lowercase format in their brand guidelines.
Example: MetaMask, Rainbow not metamask, rainbow.
🚫 Do not abbreviate names of organizations.
Example: MM for MetaMask, RNBW for Rainbow.
Places
✅ Capitalize the first letter of the name of a city state or country. Example: Bengaluru, Karnataka, India; not bengaluru. karnataka. india.
Contractions
Zo use contractions such as "they're", "we're", "I’m" and "shouldn't" freely. We avoid uncommon ones such as "mightn't have", "ain't", "she'd've" and "ya'l".
✅ We're working with MetaMask to confirm the transaction status. 🚫 Y’all are eligible for free drops.
Numbers
✅ When writing numbers, use numerical figures. Do not spell them out.
Example: 11, 420, 96
✅ When writing a range, use numerical figures with a hyphen (-).
Example: 5-7, 10-14
🚫 eleven, four hundred twenty and ninety six. 🚫 five to seven, ten to fourteen. ✅ Use commas when writing numbers over 3 digits. Follow the international numbering system. Example:
One thousand as 1,000
A hundred thousand as 100,000
One million as 1,000,000
✅ If the sentence starts with a number, spell it out.
Example: Ten people have joined event.
Money/Pricing
When writing Indian Currency or Dollar, use the sign before the amount. Do not leave space between the currency sign and the number. Use commas when writing an amount over three digits. Follow the international numbering system.
✅ ₹850; ₹250,000; ₹500,000, $500 ✅ Always use ETH currency unit after the number. Example: 1.11 ETH ✅ 4 digit and below: No comma. Numbers without commas are **easier to scan**. Example: "₹4200" feels cheaper than "₹4,200" ✅ More than 4 digit: Use a comma. ₹15,000 is easier to read (Improves readability for large numbers) than ₹15000. 🚫 ₹Five hundred; ₹Five hundred rupees; 500 ₹; 500 rupees, 500$, 500 $, or ETH 1.11 🚫 Don't use ".0" after a price. Example: ₹500.0 Takes brains visual processing power
Dates
✅ Write date as Jul 11 2024.
Write date in numerical figures.
Write 11 not 11th and so on.
Abbreviate the month like - Feb, Sep, Dec.
Write year in numerical figures.
✅ Use natural language like Tomorrow, This Sunday, This week, Yesterday. 🚫 Do not use date format like 08.02.2024, 11th January 2024
Percentage
✅ Always use % symbol. Do not spell out percent. Always use a number with % symbol. Example: 42% 🚫 Do not spell out the number. And do not leave space between the numeral and % symbol.
Incorrect use: two %, two percent, 2 percent, 42 %
Time
✅ Write time as 4:20 PM. Here are some things to be aware of:
Use a semi colon between hour and minutes.
Write AM/PM in uppercase.
Leave space between numerical and PM
Write 8 AM, not 8:00 AM
🚫 Incorrect uses: 8 o'clock; 1630 hours; 16:30 pm; 8:30pm, 07:00 am
Dash
✅Show duration between dates using "-" with spaces on left & right like an event, stay duration, check-in, check out dates.
Example: 4 - 12 Mar 2024, Today 6 - 8 PM.
🚫 Incorrect uses: 4-12 Mar 2024; 4-12 March 2024
Lettercase
✅ For headings and sub-headings at Zo World, use title case.
Example: Connect & Belong, Zo Vibes
✅ For body copy at Zo, use sentence case ie. capitalize the first letter of the first word.
Example: Nothing can beat Zo vibes
🚫 Connect & belong, Zo vibes
Punctuation
Apostrophe
✅ The apostrophe is used to make a word possessive.
Example: The donut thief ate Sam’s donut.
✅ If the word ends with the letter s or is plural, only add an apostrophe after the s.
Example: The donut thief ate the managers' donuts.
Colons
✅ Use a colon (rather than an ellipsis, em dash, or comma) to offset a list.
Example: DV bought 2 NFTs: BAYC, and Punk.
Commas
✅ When writing a list, use the serial comma (also known as the Oxford comma). If you're unsure, read the sentence out loud. Where you find yourself taking a breath, use a comma.
Example: DV admires his parents, Vitalik Buterin, and Sam Altman.
🚫 Incorrect use: DV admires his parents, Vitalik Buterin and Sam Altman.
Dashes and hyphens
✅ Use a hyphen to connect two or more words that work together like Numbers and Fractions.
Example: a well-known author, twenty-one members
✅ Use a hyphen with certain prefixes (like ex-, self-, all-). Also, use a hyphen when adding a suffix to a proper noun.
Example: ex-founder, pro-American
✅ Use hyphens to avoid confusion or awkward letter combinations.
Example: re-sign (to sign again) vs. resign (to quit)
Ellipses
Ellipses (...) are used to indicate that you're trailing of before the end of a thought. Use them sparingly.
🚫 Don't use ellipses to show that there is more text.
Write "read more"
🚫 Don't use ellipses in them in titles or headers, for emphasis or drama.
Exclamation points
✅ Use exclamation points sparingly, and never more than one at a time. They're like high-fives: A well-timed one is great, but too many can be annoying.🚫 Never use exclamation points in failure messages or alerts. When in doubt, avoid!
Ampersands
✅ Use them when space is a constraint and you can't write "and".✅ If ampersands are part of a company or brand name, keep them as it is.
Example: Ben & Jerry’s
Separators
Stop using "|" as separator/divider between elements. Use "•"
✅ Zo event happening 5 PM • Degen Lounge • 3 Guests coming🚫 Zo event happening 5 PM | Degen Lounge | 3 Guests coming
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