Press & Media
Brand Guidelines
Naming
How to Refer to Us
Company
“On Deck Society” or “ODS.” Never just “On Deck” alone.
Product
“Love On Deck” for the dating app. Future products: Friends On Deck, Vibes On Deck, Everything On Deck.
Legal
“On Deck Society, a Delaware Public Benefit Corporation.”
Category
“The world’s first consent-based dating app.” This is our category. We created it.
Users
“Lovers” (Love On Deck users). Profiles are “decks,” not profiles or bios.
Type System
Typography
| Font | Role | Weights |
|---|---|---|
| DM Serif Display | Display headings | 400 (Normal + Italic) |
| DM Sans | Body, UI, buttons | 300, 400, 500 |
| Arial | Legal text only | Regular |
Visual Identity
Color Palette: Brand Colors
| Swatch | Name | Hex | Usage | Weight |
|---|---|---|---|---|
| Red | #CC3333 | Accent | ~30% | |
| Blue | #61C7CC | Accent | ~8% | |
| Green | #80C341 | Minimal | ~2% |
Color Palette: Background & Text
| Swatch | Name | Hex | Usage |
|---|---|---|---|
| Near Black | #0C0C0C | Primary background | |
| Card Black | #111111 | Card backgrounds | |
| Off-White | #F0EDE6 | Primary text | |
| Gold | #FFD700 | Founding badge only |
Brand Voice
Voice & Tone
On Deck Society’s brand is a Rogue/Jester hybrid: confident and confrontational, but playful and self-aware. We challenge the status quo of an industry built on keeping people lonely, and we do it with humor and specificity. We name competitors by name. We use verifiable facts, not vague claims. We court controversy when it serves our mission.
Messaging
Key Phrases
| Label | Phrase |
|---|---|
| Company Tagline | A Society Built On Love |
| Product Tagline | The World's First Consent-Based Dating App |
| Positioning | The Dating App for People Who Hate Dating Apps |
| Infrastructure Vision | Building global human search infrastructure |
| Product Slogans | Find Your Person | Find Your People | Find Your Vibe | Find Anyone For Anything |
Standard Copy
Boilerplate
On Deck Society is a Delaware Public Benefit Corporation founded in 2025, headquartered in Phoenix, AZ. The company’s flagship product, Love On Deck, is the world’s first consent-based dating app, powered by the proprietary ViSi Engine, a bidirectional filtering system that gives users complete control over their visibility and discovery. For more information, visit OnDeckSociety.com.
Brand Standards
Usage Rules
Do
- ✓Use "On Deck Society" in full
- ✓Use "Love On Deck" for the dating app
- ✓Say "consent-based dating app"
- ✓Reference PBC status in formal contexts
- ✓Use "Lovers" for users and "decks" for profiles
Don’t
- ✗Say just "On Deck" without "Society"
- ✗Say "profile" or "bio" (it's a "deck")
- ✗Use "swipe" in relation to our product
- ✗Describe us as a "traditional dating app"
- ✗Use em dashes in any copy