The prediction market that levels with you.
A sports-forward exchange that wins on responsibility and legibility. This is the brand system, built around the position, not onto it.
Level with you.
Level-headed.
A level playing field.
For the sports fan who wants to back a real read without being hustled or hooked, Level is the prediction market that leads with responsibility and legibility, the one a parent, a regulator, and a casual fan can all trust.
Mission. Make real-world uncertainty legible, and make staking on it something you stay in control of.
Promise. The real odds, plainly, with protection built in.
Five rules everything answers to.
Protection is the product
Harm-reduction is not the cost of doing business, it is the reason to choose Level. We design it first and market it openly.
Legibility is harm reduction
You cannot make a responsible decision about a market you do not understand. Plain language is protection, not polish.
Honest about being a market
Fees and the house position are shown plainly. We never pretend the user is playing against the universe.
Restraint is the brand
There is no engagement bait, no streaks, and no urgency theater, and the amber is hoarded for what matters. Discipline reads as trust.
Audience-first
Design for the curious fan, protect the at-risk one, and let the same system do both. Lead with the person, not the exchange.
The test
If a feature only works because the user cannot stop, it does not ship. Every decision is checked against that line.
A straight-shooting friend who knows the market.
Not a hype man, not a nanny. Level is the person at the bar who actually understands how the odds work and will tell you the truth, including when to call it a night.
Who we design for, and who we protect.
The curious fan
Primary. This is the fan who follows the game closely and wants to back a read, not work a terminal or a slot machine, and legibility is what serves them.
The at-risk user
Our duty. This is the 18-to-20 cohort the category can reach a rung below the sportsbook age wall, along with the young men addiction research flags most, and protection on by default is what serves them.
The trust halo
These are the parents, regulators, and journalists. They never stake, but they decide whether Level reads as the credible one, so every responsible choice speaks to them.
Level rejects casino-style loyalty tiers outright. The only access distinction is responsibility-based, Starter for 18 to 20 or new users, and Standard. That is a protection boundary, not a reward ladder.
The white space we claim.
The category is racing into a documented harm problem while optimizing for the opposite of protection. The visual field is just as crowded, and Level steps out of it on purpose. Industry figures below are sourced in the research file and describe the market, never Level.
Kalshi
Clean, brokerage-like, the volume leader. Already calm, so visual softness is not the wedge.
Polymarket
Crypto-native, a trading terminal. Blue, dark, built for active traders.
FanDuel, DraftKings
Sportsbooks with CME. Blue and vibrant green, engagement machines by model.
Level
Warm amber, ink, and bone. The responsible, legible one, in the category's most harmful corner.
monthly volume marker
projected annual volume by 2030 (Bernstein)
the access loophole Level designs around
What we say, and how it ladders.
Tagline
Level with you.
Alternates: "Know the odds. Stay in control." and "A read you can trust."
Boilerplate
Level is a sports-forward prediction market built on responsibility and legibility. It shows the real odds in plain language, explains a market before you stake on it, and builds protection in by default. A speculative concept, not a live product.
Key messages, by audience
- Curious fan. Back a real read, with the odds in plain English and an assistant that explains the market first.
- At-risk user. Limits on by default, an honest Starter mode, and self-control tools that are easy to find and easy to use.
- Trust halo. The prediction market designed to be the one you would not worry about.
- Press and partners. Proof that the category can grow up without preying on the people rushing into it.
The words enact the position.
Language is the first place a responsible brand either holds or breaks. Level talks like a market and a fan, never like a casino. The contrast is deliberate, and it is a rule, not a preference.
One voice, tuned to the moment.
Plain, confident, and warm throughout. The tone shifts with the stakes of the moment, calmest exactly when the category would push hardest.
The wordmark sits on a level.
The mark is the name resting on a datum line, the reference a level is measured against, with a single amber index point sitting true on it. The line is honesty made visual, a baseline nothing hides below. The amber point is the only spark of energy, and it always sits level.
Clearspace and scale
Clear space equals the cap height of the wordmark on all sides. The datum line spans the full width of the word and never detaches. Minimum digital width 96px.
Co-branding
When locked up with a partner or league, separate with a hairline at equal optical weight. Never place a partner color on the index point. Never imply endorsement.
Misuse
Do not tilt it, the whole idea is that it stays level. Do not recolor the index point. No glow, gradient, or shadow. Do not stretch or condense the letters.
Ink and bone, with one signal.
A grounded, near-neutral base carries the brand. Amber does the work of a signal: it marks the live, the selected, and the true. It never floods a surface.
The amber discipline
Signal covers no more than about a tenth of any screen, reserved for the live probability, the user's selection, the index point, and a single primary action. Never a background behind body text, never used to manufacture urgency. A product that hoards its accent for what matters signals it is not playing you.
Functional color, kept honest
Outcomes are never colored. Green reads as money and red as loss, and both nudge behavior, so Yes and No stay neutral. Red is held in reserve for one job only, genuine self-exclusion and support, so that when it appears it actually means stop.
Serif voice, plain text, mono data.
Three voices, clearly divided. Zodiak, a contemporary serif, carries the wordmark and the headlines and gives Level a credible, considered tone closer to a paper of record than a betting app. Supreme handles body and interface text, plain and built for fast reading. JetBrains Mono sets every number, so the data reads like measured machine truth, not a flashing scoreboard.
The monospace is doing real work, not decoration. Its fixed-width figures make columns of odds line up and hold still as they update, which is exactly the legibility the brand promises. Numbers are a first-class material here.
| Role | Family | Weight | Size / line |
|---|---|---|---|
| Display | Zodiak | 500 | 48 to 96 / 0.9 |
| Heading | Zodiak | 500 | 20 to 36 / 1.06 |
| Body | Supreme | 400 | 16 / 1.65 |
| Label, caption | Supreme | 500 | 13 to 14 / 1.4 |
| Data, numerals | JetBrains Mono | 400 to 600 | tabular figures on |
| Eyebrow, tag | JetBrains Mono | 500 | 12 / uppercase, tracked |
Fallbacks: Georgia for Zodiak, system sans for Supreme, ui-monospace for JetBrains Mono. Never set body below 14px. Headlines stay sentence case.
Odds you can actually read.
Probability leads, always in plain percentage, with implied odds available but secondary. Yes and no are not casino green and red. Level keeps them neutral and lets amber mark only the choice the user actually made.
Rules of the treatment
- Percentage is the hero. Implied odds and price are secondary, for the users who want them.
- Yes and no stay neutral. Amber marks only the user's selection, never the outcome the house prefers.
- The fee and resolution time are on the card, not in a help doc.
- A standing limit chip is always visible, framed as control, not restriction.
- No countdown timers engineered for urgency. Time is shown plainly when it matters.
Charts that inform, never excite.
Level is a data product, so charts are core, not garnish. They share the type and color rules: mono labels, amber for the live or selected series, neutral grey for everything else, and no decorative gradients or 3D. A chart should make a probability easier to understand, never make it look like a jackpot climbing.
Outcome distribution
Amber marks the leading or user-selected outcome. The rest stay neutral grey.
Rules
- One amber series at most, for the live or selected value. Everything else is neutral.
- Always label the real number in mono. No chart without its figure.
- No gradients, glows, 3D, or animated counters that tick upward like a prize.
- Probability over price by default. Show price only on request.
- Axes and gridlines are hairlines, never louder than the data.
Quiet line icons, level by default.
Single-weight 1.6px line, rounded joins and caps, drawn on a 24px grid. Geometric but friendly, never filled and never sharp-cornered. The datum line and the level bubble recur as a motif: a horizontal rule with a centered point. Amber appears in an icon only to mark a live or active state.
The watching, not the winning.
- Real fans in real moments, documentary and natural light.
- The lean-in of watching a game, the group chat, the call.
- Warm, grounded tones that sit with ink and bone.
- Honest crops, texture, the everyday.
- Cash fans, gold, confetti, or trophy-grab clichés.
- Glossy stock of the excited gambler at a screen.
- Neon, casino light, crypto-grid backdrops.
- Anything that sells the payout over the moment.
Generous, grounded, on a baseline.
The grid
A 12-column grid with wide gutters. Content sits on a clear horizontal baseline, the datum motif carried into layout as the line things rest on.
Spacing
An 8px base scale: 8, 12, 16, 24, 32, 48, 80. Whitespace is a feature, the same restraint as the color, giving data room to breathe.
Radius
10 to 14px on cards and controls. Soft enough to feel human, never pill-shaped except for status chips.
A few core parts.
Buttons
Primary is bone on ink, calm and high-contrast. Amber fills a button only for the single most important confirming action on a screen, never two at once.
Inputs and chips
Inputs use mono so figures stay legible. Status chips carry protection context plainly, never hidden in a menu.
It settles to level.
Decelerate to rest
Transitions ease out and stop calmly, like a bubble finding level. Standard 240ms, ease-out. Nothing snaps, bounces, or flashes.
No celebration
A win and a loss get the same restraint. No confetti, no fireworks, no sound that rewards the act of staking.
The index moves last
When data updates, the amber point eases to its new position so the change is legible, never alarming.
Protection looks calm, never punitive.
The harm-reduction system has its own visual register, and it is deliberately not the language of alarm. Limits, cooldowns, and check-ins use the calm bone-on-ink base with a quiet amber marker, the same family as the rest of the product. Protection is presented as control the user holds, so it never feels like a scold.
- Limits and balances render in the standard data style, plainly, always reachable.
- Red is reserved for genuine self-exclusion and support, never for an ordinary loss.
- Starter mode for 18 to 20 users is badged as a smarter on-ramp, in brand, not greyed out.
- Self-exclusion and support sit one tap away, with no dark-pattern friction to leave.
- The risk model intervenes with a cooldown and resources, never an upsell.
Legible is the whole point.
Accessibility is not a separate checklist here, it is the same promise as legibility, extended to everyone. If a person cannot read the odds, they cannot make a responsible decision.
Contrast
Bone on ink clears AAA for body text. Amber is used for large text, data, and graphic marks, not small body copy, where its contrast on ink is insufficient.
Never color alone
Meaning never rides on color. Yes and no carry labels and position, selection carries a border, live carries a dot and a word.
Motion and size
Reduced-motion is respected, animation is never required to understand state. Body never below 14px, touch targets at least 44px.
The brand in the world.
Light or dark, the system holds: ink and bone do the work, amber stays disciplined, the datum line and the index point carry recognition. A few first touchpoints.
App icon
The L on its datum, amber index true. Recognizable at 24px.
Social avatar
Same lockup, full bleed on ink. The index point is the only color, so it reads in a crowded feed.
Merch and print
Bone stock, ink type, a single amber datum tick. Quiet, premium, anti-merch-table.
Out-of-home and social keep one idea per frame, the headline in Zodiak, the endline in mono, never a price or an urgency line.