Brand guidelines
A practical reference for anyone using the FluoTest brand, from a partner mentioning us to a designer building a slide.
Logo
The wordmark is the primary logo. Use the white version on dark or purple grounds and the black version on light grounds.
- Never recolor the logo. It is white or black, never purple or yellow.
- Do not stretch, rotate, outline or add shadows.
- Keep the F mark and Fluo apart. They are two different things.
- The name is written FluoTest, with a capital T.
- Keep clear space equal to the height of the F mark on every side; never set the wordmark below 24 px.
Colors
Purple #9E3BB9 is the action color. Near-black grounds carry everything. Yellow #FFD94D is a rare accent. White is type.
Primary purple
#9E3BB9
Deep purple
#7A2D91
Bright purple
#C264DA
Yellow accent
#FFD94D
White
#FFFFFF
Marketing ground
#0D0A12
Surface
#17131E
Surface, raised
#211B2B
Typography
DM Sans everywhere. Contrast comes from weight, from 400 for body text to 900 for display headlines, never from a second typeface.
DM Sans
900 Black, display headlines700 Bold, section headings500 Medium, labels and kickers400 Regular, body text
Visual language
Rounded, soft and quiet. Cards with hairline borders, generous whitespace, one idea per section, and motion that drifts rather than bounces.
- Cards are 16 px rounded with a 1 px low-contrast border.
- Marketing buttons are pills; product and email buttons are 8 px rounded.
- Icon containers are 6 px rounded.
- Sections breathe. Cards never touch.
- Screenshots of the real product instead of abstract illustrations.
- Every decorative animation stops when the visitor prefers reduced motion.
Corner radius
- Card16px
- In-product panel12px
- Button (product, email)8px
- Icon container6px
- Marketing button, badgepill
Fluo
Fluo is a character, not a mascot. He appears small, off to the side, doing something. He never delivers the pitch.
- At most one Fluo per surface, and often none.
- He does not talk and has no speech bubbles.
- A few bubbles can stand in for him.
- Never inside a customer's quiz, never in error or billing messages.
Usage examples
How the pieces come together on real surfaces.
A social post
Dark ground, white wordmark in a corner, one headline in 900 weight, one screenshot. Purple only on the call to action.
A partner mention
Write FluoTest, link to fluotest.com, and use the white or black wordmark from the logo page at its original proportions.
A slide
Dark ground, white text, DM Sans, one screenshot per slide. If Fluo appears, once, and small.
An embedded quiz
The quiz carries your brand, not ours. The only FluoTest element is the small "Powered by FluoTest" badge on the free plan.
Do and don't
Do
- Use the wordmark in white on dark grounds and in black on light grounds.
- Use purple #9E3BB9 for buttons, links and accents.
- Set headlines in DM Sans at weight 900 with tight tracking.
- Show the real product.
- Let Fluo float past, small and quiet.
Don't
- Recolor the logo, or place it on busy imagery without a panel.
- Introduce a second typeface or a new accent color.
- Use yellow as a background for text.
- Merge the F mark and Fluo into one image.
- Make Fluo talk, sell or explain the brand.