FLUREE BRAND BASICS

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.

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.