# re:generates brand guide

6,666 pixel personas, 18×18 each, bringing back the memories we lost. How the brand spells itself, sounds, looks and draws its people.

The brand kit (logos, art, voxel images, fonts, colors and a README): https://regensnft.com/brand/kit/regens-brand-kit.zip

## The one rule: the r is always lowercase

re:generates (the brand), re:gens (the 6,666), re:gen #1309 (one of them). The rest of a re: word is lowercase too, and nothing sits between the colon and the word. It holds in headlines, buttons, alt text and all-caps labels.
Domains, handles, hashtags and file names drop the colon (regensnft.com, @re_generates, #regens) and stay lowercase.

| Wrong | Right |
| --- | --- |
| Every Re:Gen ever minted. | Every re:gen ever minted. |
| RE:GENS holders | re:gens holders |
| Regenerates | re:generates |
| the regens community | the re:gens community |
| Nostalgia Re:loaded | Nostalgia re:loaded |
| re: gen #01309 | re:gen #1309 |

Names other people own keep their own spelling: RE:GEN NOIR, Re:Cap, $REBUCKS, the Spaces' titles.

## Names

- re:generates: the brand, the collection and everything official.
- re:gens: the 6,666 pixel personas, and the people who hold them.
- re:gen #1309: one of them. The number right after #, no leading zeros, no space.

- The prefix: re:set. A real word that starts with re, split after the re: re:loaded, re:new, re:store, re:match, re:venants.
- The reply line: re:tools. re: and a plain noun, the way a reply's subject line reads. For sections and features: re:spaces, re:studio, re:stats.
- The hidden re:: g(re:)en. Inside a word, in parentheses. The art does it: the background trait is g(re:)en, red hair is re:d, one type is re:bot. One per line, and only where the line still reads without the joke.

## Voice

Short, plain, a little nostalgic. The numbers do the bragging.

- Nostalgia re:loaded. (the tagline)
- 18×18 re:gens bringing back the memories we lost. (the collection)
- It's time to re:set how we feel about art. (the collection)

- Lead with the number. Do: All 6,666 on one wall. Don't: A huge collection of amazing pixel art.
- Headlines are sentences. Do: Make your card. Don't: MAKE YOUR CARD NOW!!!
- Memory and art, never hype. Do: Bringing back the memories we lost. Don't: Floor's about to send. Get in now.
- Say where a number comes from. Do: 1,848 holders · read from Base Don't: Thousands of holders.

## The mark

The white re:gen: a blank re:gen in three-quarter view, facing right, on its g(re:)en square. The face of the brand and of the $REBUCKS coin.

- 18: The smallest it goes: a favicon. 36 in a nav, then 54, 72, 144, 360, 1080.
- 3: Cells of clear space on every side, a sixth of its width.
- 1: Direction: it faces right. Never mirror it.
- Never smooth it, scale it off the grid, recolor it, mirror it, put the white figure on paper or round its square.

## Color

Sage leads: 6,623 re:gens stand on g(re:)en, #639685. Text on sage is ink (5.4:1); paper on sage is for display sizes only.

| Name | Hex | Use |
| --- | --- | --- |
| sage | #639685 | g(re:)en. The ground for the art, the wordmark and most pages. |
| sage-deep | #557F71 | A second sage band. Ink headlines at 24 px and up; body copy goes in a paper panel. |
| sage-mist | #9CC4B4 | Labels and captions on ink; the wordmark's re: on ink. |
| ink | #0D1814 | Text on sage and paper. The band a re:gen stands on. |
| ink-2 | #15251E | Cards and panels on ink. |
| ink-3 | #21362C | Quiet fills on ink: status chips, scrollbars. |
| paper | #F1F5EE | Text on ink. Tiles, fields and panels on sage. |
| gold | #FFC531 | The one thing to press on ink. "In the vault." The focus fill. |
| ember | #FF8A3D | Live and borrowed. Small, on ink only. |
| punk | #648496 | The punk background trait. Art only, never a UI color. |

## Type

- Display: Pixelify Sans · 600 and 700. Headlines, names, the wordmark. 18 px and up, never paragraphs.
- Text: Instrument Sans · 400 and 600. Ledes, paragraphs, buttons.
- Data: Martian Mono · 500 and 600. Figures, labels, kickers, chips, addresses. Tabular numbers.

All three are free under the SIL Open Font License.

## The re:gens

- Show real ones, as they are: 18×18, scaled by whole numbers only, with nearest neighbor.
- Stand them on an ink band; never mirror one or change a trait.
- 25 stand on punk (#648496): keep their ground. 18 are 1 of 1s by named artists: credit the artist by handle.

## Imagery

- Pixel is the default. Voxel explains things (glossy dioramas on a dark green-black stage, warm gold light). RE:GEN NOIR belongs to the show.
- Make it in ChatGPT. New illustrations come from GPT Image, with the re:gen's own image as the reference and its traits spelled out in the prompt.
- Check every frame. Against the re:gen itself, never against an earlier frame. Fix in one line, or paint small drift out in code.
- Animate in Higgsfield. Only approved frames move. Hold text long enough to read twice, and each shot long enough to see what happens.
- Drift to catch: an extra arm or head, eyebrows it doesn't have, teeth, a mouth or lips, a cap turned fedora, a simplified visor, words baked in.

## Shape and motion

Nothing is rounded. Buttons lose a 4-pixel square from each corner. Things move like pixels: in steps, never in swoops.

## The re: family

Everything official is a lowercase re: word. Projects keep their own names, written the way their owners write them.

- re:match (Card battle · Base): Wager ETH and draw three NFT-powered cards. Highest total power wins. Written lowercase.
- re:venants (Collection · 68 portraits): re:imagined portraits, each minted by burning a complete (re:)naissance set. Written lowercase.
- RE:GEN NOIR (Noir story · Season One): A dead-serious 1940s noir about Web3, filed from DeStefano's in Brooklyn. Its title card's way.
- Defend DeStefano's (Arcade game · RE:GEN NOIR): The fugz want in. Grab them by the scruff and fling them before they break the door. As a title.
- Re:Cap (Spaces recaps · Dan's): Written recaps of X Spaces, inspired by the re:gens. Its owner's way.
- re:studio (Tools · on this site): Seven free tools for your re:gens: card, PFP, banner, wallpaper, grid, GIF and re:mosaic. Written lowercase.
- re:spaces (Community · X Spaces): X Spaces hosted by the community, every day. Each host titles their own show. Written lowercase.
- re:tools (Community · tools): Community-made tools for your re:gens: grids, banners, wallpapers. Written lowercase.
- $REBUCKS (Anvil · by Clutch): The market and token for re:gens. Its face is the white re:gen. A ticker, in capitals.

## The brand kit

- [logos/regens-mark.svg](https://regensnft.com/brand/kit/logos/regens-mark.svg): The mark on its sage square
- [logos/regens-mark-figure.svg](https://regensnft.com/brand/kit/logos/regens-mark-figure.svg): The white figure alone (for sage or ink grounds)
- [logos/regens-mark-1080.png](https://regensnft.com/brand/kit/logos/regens-mark-1080.png): The mark at 60×, for uploads
- [logos/regens-avatar-400.png](https://regensnft.com/brand/kit/logos/regens-avatar-400.png): A 400 px avatar
- [logos/regens-wordmark.svg](https://regensnft.com/brand/kit/logos/regens-wordmark.svg): The wordmark, two-tone (for sage grounds)
- [logos/regens-wordmark-on-ink.svg](https://regensnft.com/brand/kit/logos/regens-wordmark-on-ink.svg): The wordmark for ink (for ink grounds)
- [logos/regens-wordmark-mono-ink.svg](https://regensnft.com/brand/kit/logos/regens-wordmark-mono-ink.svg): One color: ink (for light grounds)
- [logos/regens-wordmark-mono-paper.svg](https://regensnft.com/brand/kit/logos/regens-wordmark-mono-paper.svg): One color: paper (for dark grounds)
- [logos/regens-wordmark-stacked.svg](https://regensnft.com/brand/kit/logos/regens-wordmark-stacked.svg): Stacked wordmark (for sage grounds)
- [logos/regens-lockup.svg](https://regensnft.com/brand/kit/logos/regens-lockup.svg): The mark beside the wordmark (for sage grounds)
- [logos/regens-lockup-on-ink.svg](https://regensnft.com/brand/kit/logos/regens-lockup-on-ink.svg): The lockup for ink (for ink grounds)
- [art/regens-wall.webp](https://regensnft.com/brand/kit/art/regens-wall.webp): All 6,666 at 1×, 101 across, in number order
- [art/regens-sample-sheet.png](https://regensnft.com/brand/kit/art/regens-sample-sheet.png): Twelve re:gens at 10×
- [art/regens-mark-construction.svg](https://regensnft.com/brand/kit/art/regens-mark-construction.svg): The mark on its 18×18 grid, with its clear space
- [art/rebucks-coin-pixel.svg](https://regensnft.com/brand/kit/art/rebucks-coin-pixel.svg): The pixel $REBUCKS coin
- [imagery/voxel-anvil.webp](https://regensnft.com/brand/kit/imagery/voxel-anvil.webp): The Anvil forging the white re:gen into a coin (for ink grounds)
- [imagery/voxel-swap.webp](https://regensnft.com/brand/kit/imagery/voxel-swap.webp): Swap: a re:gen against the coin (for ink grounds)
- [imagery/voxel-snipe.webp](https://regensnft.com/brand/kit/imagery/voxel-snipe.webp): Snipe: the claw machine (for ink grounds)
- [imagery/voxel-borrow.webp](https://regensnft.com/brand/kit/imagery/voxel-borrow.webp): Borrow: the re:gen in a glass case (for ink grounds)
- [imagery/voxel-stake.webp](https://regensnft.com/brand/kit/imagery/voxel-stake.webp): Stake: the re:gen on a stack of coins (for ink grounds)
- [fonts/PixelifySans.ttf](https://regensnft.com/brand/kit/fonts/PixelifySans.ttf): Pixelify Sans, the display face
- [fonts/InstrumentSans.ttf](https://regensnft.com/brand/kit/fonts/InstrumentSans.ttf): Instrument Sans, the text face
- [fonts/MartianMono.ttf](https://regensnft.com/brand/kit/fonts/MartianMono.ttf): Martian Mono, for data
- [colors/colors.css](https://regensnft.com/brand/kit/colors/colors.css): The palette as CSS custom properties
- [colors/colors.json](https://regensnft.com/brand/kit/colors/colors.json): The palette as JSON