# Brand Identity Quick Guide

Fluree is where Programmable Data meets Generative AI — an exciting intersection of trust, intelligence, and innovation. By applying the Fluree logo, assets, and styles consistently across all platforms we strengthen our identity, build recognition, and communicate who we are with clarity and intent.

## Logo

The Fluree logo is our most recognizable asset. Use it consistently and without modification. Never alter the proportions, colors, or arrangement of logo elements. Always maintain clear space equal to the height of the "F" in Fluree around all sides.

### Horizontal Signature

_Vibrant Blue_

Primary — use on white or light backgrounds

_White_

Reversed — use on dark or photographic backgrounds

_Deep_

Secondary — use on pale or neutral backgrounds

### Stacked Signature

_Vibrant Blue_

Primary — use on white or light backgrounds

_White_

Reversed — use on dark or photographic backgrounds

_Deep_

Secondary — use on pale or neutral backgrounds

## Typography

Typography presents much more than simple sentences and paragraphs. It makes language visible and legible, understandable and appealing, all while giving the world a sense of Fluree’s voice, tone, and personality.

Our official primary brand typefaces are **Gotham**, **Gotham Narrow**, and **Operator** — contemporary classics from [typography.com](https://www.typography.com/).

### Selected Brand Typefaces

**Gotham Ultra**  
ABCDEFGHIJKLMNOPQRSTUVWXYZ  
abcdefghijklmnopqrstuvwxyz  
0123456789!@#$%^&\*()_+=

**Gotham Narrow Book**  
ABCDEFGHIJKLMNOPQRSTUVWXYZ  
abcdefghijklmnopqrstuvwxyz  
0123456789!@#$%^&\*()_+=

**Operator Light**  
ABCDEFGHIJKLMNOPQRSTUVWXYZ  
abcdefghijklmnopqrstuvwxyz  
0123456789!@#$%^&\*()_+=

### Heading Scale

| Token | Size  | Line-height | Tracking | Font          |
|-------|-------|-------------|----------|---------------|
| H1    | 84px  | 84px       | 1.68px   | Gotham Ultra  |
| H2    | 60px  | 62px       | 1.2px    | Gotham Ultra  |
| H3    | 48px  | 50px       | 0.96px   | Gotham Ultra  |
| H4    | 36px  | 40px       | 0.72px   | Gotham Ultra  |
| H5    | 24px  | 32px       | 0.48px   | Gotham Ultra  |
| H6    | 16px  | 24px       | 0.32px   | Gotham Ultra  |

### Paragraph Styles

| Style      | Size  | Line-height | Font                       |
|------------|-------|-------------|----------------------------|
| Large      | 36px  | 40px       | GN Bold lead-in + GN Book body |
| Medium     | 24px  | 32px       | GN Bold lead-in + GN Book body |
| Regular    | 18px  | 28px       | GN Bold lead-in + GN Book body |
| Small      | 14px  | 20px       | Gotham Narrow Book         |
| Extra-small| 12px  | 18px       | Gotham Narrow Book         |

## Color

Our primary colors are Vibrant and Deep blues. All other colors are secondary and can be used to accentuate design materials.

### Primary

- Ice  
  #CFF3FF · FlureeWeb-Primary-01  
  Light, soft support
- Vibrant  
  #13C6FF · FlureeWeb-Primary-02  
  Highlight, core brand
- SafeBlue  
  #00A0D1 · FlureeWeb-Primary-03  
  Key color, accessible alt
- Deep  
  #091133 · FlureeWeb-Primary-04  
  Dark text, formal

### Secondary

- Peak  
  #C9D3EC · FlureeWeb-Secondary-01  
  Illustrative
- Violet  
  #B775D6 · FlureeWeb-Secondary-02  
  Illustrative
- Purple  
  #4B57A5 · FlureeWeb-Secondary-03  
  Buttons, illustrative
- Plum  
  #282966 · FlureeWeb-Secondary-04  
  Illustrative
- Mid Depth  
  #004E79 · FlureeWeb-Secondary-05  
  Secondary dark text

### Accent

- Morning  
  #FCE8FF · FlureeWeb-Accent-01  
  Illustrative
- Pink  
  #FA7FCF · FlureeWeb-Accent-02  
  Illustrative
- Teal  
  #18CFDB · FlureeWeb-Accent-03  
  Illustrative
- Lilac  
  #C6D4FF · FlureeWeb-Accent-04  
  Illustrative
- Ember  
  #FF6813 · FlureeWeb-Accent-05  
  Illustrative, emphasis

### Status

- Success  
  #26C575 · FlureeWeb-Status-01  
- Warning  
  #EEC638 · FlureeWeb-Status-02  
- Alert  
  #F26060 · FlureeWeb-Status-03  
- Error  
  #D32323 · FlureeWeb-Status-04

### Structure

- Snowflake  
  #FDFDFD · FlureeWeb-Structure-01  
  Light bg / text 01
- Igloo  
  #F9FAFB · FlureeWeb-Structure-02  
  Light bg / text 02
- Glacier  
  #E3F1F6 · FlureeWeb-Structure-03  
  Light bg / text 03
- Slush  
  #F6F6F6 · FlureeWeb-Structure-04  
  Light body bg
- Arctic  
  #D1D5DB · FlureeWeb-Structure-05  
  Dividers

## Brand Character

Meet Flurio — our Yeti. Flurio brings warmth, curiosity, and a touch of wonder to the Fluree brand. As a character of the frontier, Flurio embodies the spirit of discovery and trust. Use Flurio to humanize technical content and make complex ideas feel approachable.

### Character Poses

Use the circular-background versions for all placements except where the full-bleed sentient pose is specified.

_Pointing Left_

_Pointing Right_

_Sitting_

_Laptop & Cube_

_Search_

These guidelines will continue to evolve while our core brand and materials remain clear and consistent.

For guidance or asset requests, send a note to info@flur.ee — we’re here to help.

Brand Identity Quick Guide

Fluree PBC — 2026 all rights reserved.