Clear, fluid, human.
Here is how FluidOps is drawn, written and told. A short guide, because a simple brand is easy to remember.
FluidOps, in one word
Fluid, for work that flows without friction. Ops, for getting things done every day. Together: projects that move forward.
- Written FluidOps: one word, with a capital F and a capital O.
- Never “Fluid Ops”, “Fluidops” or “FLUIDOPS” in running text.
- Signature: “Your projects: clearer & more fluid.”
An F, a square, a word
An F built on a simple grid, in a rounded square, alongside the word FluidOps set in Inter ExtraBold.
On a light background
On an indigo background
On a night background
- Clear space: at least half the height of the square around the logo.
- Minimum size: 24 px for the square alone, 96 px for the full logo.
- Avoid: stretching, recoloring, adding a shadow or outline, placing on a busy image.
Indigo for action, night for emotion
A deep indigo for actions, a night background for the big moments, a touch of amber for the numbers that matter. Click a color to copy its code.
Legibility checked
| Combination | Ratio | WCAG level | Use |
|---|---|---|---|
| Aa White text on indigo | 6.5 : 1 | AA | Buttons |
| Aa Deep indigo on lavender | 8.9 : 1 | AAA | Badges, links |
| Aa Amber on night | 10.4 : 1 | AAA | Key figures |
| Aa Ink on white | 17.7 : 1 | AAA | Headings |
| Aa Slate on white | 5.9 : 1 | AA | Secondary text |
Contrast ratios calculated according to WCAG 2.1.
Inter, everywhere
Extra bold (800) for headings, semi-bold (600) for landmarks, regular (400) for text. Inter is an open font (SIL OFL license), self-hosted on our sites.
Your projects: clearer & more fluid.
Discover · Organize · Plan · Measure
Running text stays simple and airy, with short sentences and everyday words.
We talk to a person
FluidOps speaks to people who have a project to run, not to “end users”. We explain before we persuade, with a caring, concrete stance that is never condescending.
The problem before the method
We start from the situation you are living, and only then from the framework that helps you out of it.
Simple words, concrete examples
Short sentences, everyday words, examples. No jargon up front.
We explain, we never assume
No prior knowledge required, no vague promises, no lecturing tone.
| We say | We avoid |
|---|---|
| “Your tasks are moving. Here’s what’s next.” | “Optimize your delivery synergies.” |
| “Free to start.” | “A revolutionary offer with absolutely no commitment!” |
| “Nearly 1 in 2 projects is delivered late (PMI, 2021).” | “Most projects fail.” |
Light surfaces, night for the big moments
Light backgrounds to work on, night gradients to mark a highlight, rounded corners, soft shadows. Product screenshots appear in a browser frame, untouched.
Everything is here
Logos, palette and visuals, ready to use.
You may use these assets to talk about FluidOps (article, presentation, directory). Please don’t alter them or suggest a partnership that doesn’t exist.
Build your own brand guidelines
Our advice on building brand guidelines and running the project, step by step.
What if your next project landed on time?
Start for free and try FluidOps on a real project.