Brand Guidelines

All images by Dan Sessoms and licensed under a Creative Commons Attribution 4.0 International License.

All images by Wit Olszewski and licensed under a Creative Commons Attribution 4.0 International License.

As currency is available to all people at nearly any age, geographic location or phase of life, it is imperative that our focus is on ease and simplicity for a global audience. We employ basic colors and intuitive simple user interfaces that prioritize symbolism over heavy usage of text to minimize attrition across language barriers and cultural divides.

The Dash consumer experience emphasizes personalization. Messaging focuses on the individual, and application design focuses on a single user experience with a personal connection. Connecting users to their own emotional experience of spending, acquiring and receiving Dash demands design in which the user feels ownership of their experience.

Conveying trust throughout the Dash ecosystem requires stable development, intentional design and clear messaging. Dash must stay trust-worthy to the user and the experiences they engage in.

At Dash we insist on easy to use applications and experiences. We believe that users have a large enough hurdle to overcome in adopting crypto currency today and as such we aim to create an approachable engagement with our users.

To create a clear tone of voice, we employ simple easy to understand directions, introductions and UI elements. We stay away from over explaining concepts that are simply not important for a user to grasp in order to use the system. When you want a child to turn on a light, it’s easier to flip a switch on a wall, than it is to understand electrical current. Our clear voice attempts to follow that philosophy rather than attempting to educate our users about every facet of cryptocurrency.

We use words that convey trust and transparency in order to maintain and garner trust with our users. To maintain an honest voice within our apps and marketing we do not employ destructive or negative words against other products, currencies or competitors. Our focus is our own offering and the intentions that we have in creating a better user engagement. This tone follows a model that could be similar to a personal tour guide in an uncertain land. Someone that you would trust to both keep you safe as well as take you where you want to go.

In order to create a helpful tone, we have to first accept that not all of our users will grasp every concept all the time. We need to accept that users misunderstand sometimes and have varying degrees of experience. Our tone of helpfulness is applied by taking the pressure off of areas that could be potential complicated. We see this helpful tone similar to a kindergarten teacher introducing students to the alphabet. We want to always convey empathy in our helpful tone that gives users the ability to grow into new learning experiences that could be intimidating. In order to maintain this voice we use simple designs, simple messaging and communicate as a helper that will remain by their side.

In order to establish a deep user connection and increase user trust, we employ a friendly voice in every message and on every screen. We accomplish this by celebrating moments that otherwise could be considered utilitarian. We use simple forward moving encouraging words to convey friendly approachability. We want our users to believe that Dash products are on their side. We are not a corporation trying to trick people in to products, we are a helpful friendly friend that is easy to approach and connect with. Our friendly voice is similar to a great conversation over coffee with a good friend that you can share with.

We use a conversational tone in all of our messaging in order to create maximum approachability. We prioritize clear one on one style of communication to alleviate fears in new users which are natural toward crypto currency. Conversational messaging allows for us to communicate important events whether positive or negative through a universally understood experience.