One committed look. Stay on brand.
The visual + verbal system for Husher. Logo, palette, type, voice, imagery, social — everything a creator needs to ship on-brand without re-asking.
What Husher is — and isn't
Husher is a non-custodial crypto exchange and payments routing interface. Not a centralised exchange, not a custodian, not a DEX, not a mixer, not a profile-builder, and not a token issuer — there is no HUSH, HSR, or HUSHER coin. Funds flow around Husher, not through it.
Husher offers the easiest way to instantly exchange different cryptocurrencies.Canonical tagline · use verbatim or adapt
Audience
Individual crypto users
Fast, simple swaps without intermediaries. Value privacy and self-custody.
Businesses & traders
Accept crypto payments, integrate, operate at volume.
The four pillars
Every design decision flows from these. Not features — the default state of every swap, on every interface.
- Non-custodial by design — no Husher-controlled wallet that funds pass through. Wallet → one-time deposit address run by an independent ESP → destination wallet. Husher is not in the custody path.
- No accounts, no KYC — first trade requires nothing more than a sending address and a receiving address.
- Optional Private Mode — routes the middle leg through privacy-focused networks (Monero, Zcash shielded) to reduce on-chain linkability between input and output.
- Transparent, low fees — shown upfront before confirm. No hidden spreads, no surprise costs.
Husher IS · Husher is NOT
| Husher IS | Husher is NOT |
|---|---|
| A non-custodial routing and execution interface | A centralised exchange |
| An aggregator of ESPs for best execution | A custodian of user funds |
| A user-controlled platform (web + Telegram bot) | A DEX with on-chain liquidity pools |
| A tool that supports optional privacy-enhanced execution | A mixer or anonymisation service |
| A platform that stores balances or trading history | |
| A token issuer — there is no Husher coin |
Architectural mental model
Most “private” crypto products are accounts you trust with a promise. Husher's architecture removes the need for the promise.No database of user activity, because there are no accounts to populate it. No honeypot of held funds, because Husher doesn't hold funds. No breach-and-leak risk, because there is nothing collected to leak.
The ESP's custody window is seconds to minutes. When the swap is done, no record ties the user to the trade. You cannot leak what you never collected.
Philosophy · privacy as architecture, not as feature
Husher is cypherpunk in the original sense — privacy built in by design, not bolted on as a setting. The Eric Hughes line applies: “Privacy is the power to selectively reveal oneself to the world.” Note the word power.Privacy is not secrecy. Secrecy is hiding something that wouldn't survive daylight. Privacy is the user deciding what to share, with whom, and when.
This shapes the voice and the visual: confident, factual, never preachy. Never anti-bank, never anti-state, never fear-mongering. Just: here is a system with no accounts, no held funds, no stored history — because that is what financial privacy actually costs.
Honest limits
Husher does not claim what it cannot deliver. The voice and the imagery must respect these limits:
- The on-chain record of sending and receiving wallets still exists. If either wallet is already tied to a user's identity, that link survives the swap.
- Private Mode reduces linkability between input and output. It does not erase it. Anonymity and privacy are different properties; conflating them is how people walk into trouble feeling clever.
- Husher orchestrates execution. ESPs do the actual swap. Husher is the routing layer, not the liquidity venue.
Trust signals to lean on: real user numbers, supported-currency logos, testimonials, FAQ-driven transparency, honest documentation of limits.
Logo
Hexagonal mark containing an “H” formed by two columns with bi-directional arrows between them. The arrows symbolise swap/exchange, the hexagon nods to blockchain.
Wordmark typography
Poppins Medium (500) at ~30.6px in the canonical lockup. Always set in title case — never HUSHER all-caps or husher lowercase.
Mark colours
Blue gradient #5B9AFF → #0045FA. The main brand gradient — see Color section.
Logo rules
- Use the full lockup wherever space allows — default.
- Use mark-only when constrained: avatars, favicons, watermarks.
- Maintain clear space equal to the mark's hexagon height.
- Recolour the mark — the blue gradient is the mark.
- Stretch, skew, rotate, or drop-shadow the logo.
- Place the logo on busy photography without a solid panel.
- Use the dark lockup on light backgrounds or vice versa.
Color palette
Strategy: Restrained. Tinted-navy neutrals + one royal-blue accent that means state — never decoration. Click any swatch to copy.
Dark theme · the default
Light theme
Gradients · max one per composition
System / accent
- Default to dark theme for social posts.
- Use #5796FC or the main gradient as the single accent.
- Keep palettes tight: one bg, one surface, white text, one accent.
- Introduce colours outside this palette.
- Use multiple accent colours in one post (unless one is a system state).
Typography
Two families. Poppins for display/titles, Inter for everything else. Samples below render in the real fonts at the spec sizes.
- Headlines: Poppins SemiBold, large (56–72px).
- Body / supporting: Inter Medium or Regular.
- UPPER text-transform only on 14–16px labels.
- Tight line-height on headlines (100–120%).
- Mix in third typefaces (Helvetica, Arial, system).
- All-caps headlines — only small labels.
- Use weights below 400 or above 700.
Voice & tone
Direct, practical, crypto-native. Treats the reader like someone who already gets crypto and just wants the simplest path.
Traits
Direct
Lead with the benefit. No throat-clearing.
Speed-forward
Words like instantly, seconds, fast, no waiting land hard.
Practical
Concrete capabilities over abstract vision.
Crypto-fluent
Uses native vocab without over-explaining.
Words to use
Words to avoid
Approved CTA vocabulary
Use these. Don't invent new ones.
Sentence shape
- Short sentences. 6–15 words for headlines. 15–25 for body.
- Sentence fragments for impact: “Direct swaps. No waiting.”
- Ampersand
&informally — feels modern, scannable. - Title case for headlines, sentence case for body. Never all-caps copy in body.
Headline–body tone matching · critical for thesis posts
The headline must respect the qualifiers in the body. Applies to written headlines AND any headline overlaid on a social image. If the body uses qualified language — reduces, not erases · dial, not switch · meaningful, not magic · more private, not anonymous · partial, not full — the headline cannot be an absolute guarantee.
- “The swap that cannot betray you”
- “Truly private. Truly anonymous.”
- “Untraceable swaps.”
- “Total privacy, guaranteed.”
- “We never see your data.”
- “Privacy is a dial.”
- “Reduces. Not erases.”
- “Pseudonymity isn't privacy.”
- “What you're actually reducing.”
- “Meaningful, not magic.”
Spacing & layout
Pull from these scales rather than picking arbitrary values. Consistent spatial rhythm is what makes compositions feel native.
Spacing scale
Padding patterns
| Use | Padding |
|---|---|
| Small button / pill | 6px 16px |
| Medium button | 12px 28px |
| Input field | 12px 14px |
| Card content | 16px 24px or 24px |
| Section block | 24px 40px |
| Page container · desktop | 40px 80px |
Border radius
The larger the element, the larger the radius. 50px on a small button reads as a pill (good); 4px on a hero card reads as a sharp box (jarring).
Imagery & 3D
The signature library: 3D objects in royal blue. Crypto coins, the hexagonal H, glass shields, translucent plates. Don't substitute stock photography or flat illustration.
Material recipes
- Matte plastic — solid royal-blue body (#0045FA → #5B9AFF), soft highlights, thin edge bevel. Use for coins and the H mark.
- Translucent glass — glowing royal-blue interior, brighter inner edges, subtle internal gradient. Use for shields, plates, cards.
- Composite background — isolated render on #01031B with a faint radial bloom of #141D35 behind it.
- 3D crypto coins re-tinted royal blue — never native colours.
- Monero / Zcash rendered as privacy infrastructure, not as another swap coin.
- Hexagonal forms and the Husher H mark.
- Shields, locks, keys (trust + security symbols).
- Translucent glass cards and plates (payment objects).
- Isolated subjects on near-black with lots of air.
- Husher rendered as a coin or token, or slotted into a coin cluster.
- Coins in native colours (BTC orange, ETH purple) outside in-product UI.
- Real or AI-generated people, hands, faces.
- Office / desk / laptop scenes.
- Globes, world maps, network-node diagrams.
- Bull / bear / rocket / moon / money-bag clichés.
- Cartoon, anime, hand-drawn illustration.
Visual metaphor library · default away from wallets
Wallets and shields are the AI's default for any privacy or crypto topic — and they're the most-overused. Pick a metaphor that matches the post's actual rhetorical move, not its surface category.
How to pick a focal subject — mandatory 4-step process:
- Identify the rhetorical move — not “this is a privacy post,” but “this is a consent-violation post” / “dial-not-switch post” / “absence claim.”
- Generate 3 candidates from 3 different categories — do not stop at the first match.
- Pick the candidate that engages the argument, not the surface topic.
- If the request names metaphors to avoid, respect that — pick from outside the named pattern.
Category quick reference
| Post type | Example metaphors |
|---|---|
| Privacy · absence / no-honeypot | Empty vault · empty server rack · pass-through tunnel · blank ledger |
| Privacy · consent violation | Pre-checked “I AGREE” · three sealed envelopes vs one ripped open · contract auto-stamped |
| Privacy · selective revelation | Half-redacted document · prism splitting light into bands · two diverging paths |
| Speed | Light beams · motion trails · hourglass with sand already through |
| No-accounts | Blank ID card · door with no lock · open form with all fields struck through |
| Trust / audited | Wax seal · signed scroll · sealed glass capsule |
| Batch / multi-wallet | Converging paths · funnel of light · constellation collapsing to a point |
| Partnerships / B2B | Interlocking hexagons · bridge between two surfaces · puzzle piece slotting in |
| Brand identity / milestones | Husher hexagon as sculpture · monolith · geodesic form |
| Education / how-it-works | Cross-section · glass blueprint · magnifying lens over clean structure |
| Market commentary | Telescope · pendulum · tuning fork mid-vibration |
| Customer stories | Sculptural quote-mark · illuminated podium · spotlight cone |
| Thesis / argument | Dial with gradient markings · graph with severed edges · tilted scale · label travelling with package |
| Roadmap / teasers | Door ajar with light through · hourglass mid-flow · partial silhouette |
brand-guidelines.md section 7.logo-mark-transparent.png in post-production.Reference packs
Topic-organised image references. For image generation, attach 1–2 PNGs from the relevant pack rather than the whole imagery folder.
Prompt templates
The Image Style Block lives on Prompts as a click-to-copy artifact — paste it into ChatGPT before generating any image. The full text-generation templates (announcements, listings, partnerships) live in the source brand-guidelines.md section 10.
Gold examples
The highest-leverage layer — and intentionally empty until real posts ship. 20 strong examples will train any LLM faster than 20 pages of rules.
When a post performs well (or notably poorly), paste the exact caption + image prompt here with a one-line note on why it worked. Aim for 5 examples per topic pack within 90 days.
Custom GPT setup
Set this up once, then creators never re-attach anything. Every conversation has full brand context.
- ChatGPT → My GPTs → Create a GPT (Plus/Team).
- Name: Husher Brand Assistant.
- Paste the Instructions block (in source guide §12) into the Instructions field.
- Knowledge files: drag-drop all 11 files from
upload-ready-for-chatgpt/— brand-guidelines.md, reference-pack-guide.md, 6 imagery PNGs/SVG, 3 logo variants. - Web Browsing OFF · DALL·E ON · Code Interpreter OFF.
- Save → set to “Only people with the link” → share with the team.
Maintenance cadence
- Weekly — add any new Gold Example entries.
- Monthly — check brand-guidelines.md hasn't drifted; re-upload if updated.
- Quarterly — review outputs; refine Instructions if drifting.
Known gaps
Honesty section — what isn't captured here yet.
- FAQ Q&A pairs — live site has them; future pass.
- Long-form landing body copy — only headlines + tagline pulled so far.
- Icon system specifics — UI Icon frame wasn't inspected deeply.
- Compliance disclaimers — varies by jurisdiction; outside Figma reach.
- Gold examples — scaffolded but empty. Highest-leverage maintenance task.
Social application
How the brand lands on each platform. Full dimensions table on the Prompts page.
Default composition · use unless you have a reason not to
#01031Bflat or subtle radial bloom of#141D35behind the focal element.#5796FCunderline / pill / icon OR a small main-gradient element. Pick one.#F6F6F6, text to#01031B, uselogo-lockup-light.png.