Concept: Flow

"The action or fact of moving along in a steady, continuous stream" Improving workflows so people can do their job more efficient.

Brand personality: We are the experts that help create new solutions

We value our experience and use it in the best interest of our customers. We see their challenges and use our competence and imagination to think outside-the-box always challenging and creating new customer centric solutions that solves their needs.

We use a simplified palette comprised of two primary colors. The green is a bright color with a medium to dark shade and a noticeable saturation, giving it a lively and fresh look. The color tone suggests growth, nature, and vitality, and conveys a sense of balance, calmness, and sustainability. While the blue color is more muted and sophisticated, it leans towards a lavender hue, and exudes a calm and serene feel. This tone is often associated with qualities like tranquility and stability. The color can be perceived as both modern and soothing, making it suitable for various design contexts, always communicating a calm and focused workflow.The palette seamlessly adapts to both dark and light modes with its warm grey and pitch-black colors, resulting in a visually appealing experience.

Secondary colors

To add more variation to the primary colors, we incorporate different tints of green and blue.

Primary typeface: Aeonik

Aeonik is a contemporary sans-serif typeface by Dunwich Type Founders. Aeonik is recognized for its distinctive and modern design, blending geometric and humanist elements to create a unique visual identity. The font exhibits a balanced combination of straight lines and subtle curves, contributing to its legibility and aesthetic appeal. It's sharp, geometric, and friendly, reflecting our personality and desire to be trustworthy, creative, and helpful. Its readability makes it effective in both print and digital environments as well as suitable for various surfaces and interfaces. Aeonik's versatility extends to various weights and styles, providing our designers with options to convey different tones and messages. For more info, email: info@cotypefoundry.com. Or visit aeonik.co.uk/font/

WCAG level AA

At Fotoware, we prioritize creating an inclusive brand experience that is accessible to everyone. For better readability, we use a high-contrast combination of dark text on a light background. We also choose fonts and spacing carefully to ensure that our brand message is legible to all. To make sure that everyone can access our content, we follow accessibility standards for color combinations and add alt text to important images and graphics. However, our brand colors may not always meet these standards due to low-contrast text and intricate patterns that can make it hard to see.

Flow

Embracing the concept of flow, we asked ourselves: "What does a workflow look like?" Our exploration gave us highly detailed illustrations of diagrams with boxes, lines, and loops. Our approach to visualization was to move away from the complex illustrations and instead introduce abstraction in the form of gradient waves. This approach results in a softer visual impact and with a more accessible and friendly aesthetic that doesn't demand too much attention. These gradients serve a purpose beyond mere aesthetics. They can be used as backgrounds or covers, infusing life and energy into the brand. Adjusting the intensity allows for customization, ensuring they seamlessly integrate into various contexts. Used as static images or dynamic animations, they can adapt to the limitations of different mediums.

Google's Material Symbols

For icons, we use Google's Material Symbols. This is to reduce the cost of making and maintaining icons. Here we have over 3000 icons with a wide range of design variants, covering our needs for both products and websites. Symbols are available in three styles and four adjustable variable font styles (fill, weight, grade, and optical size). We use: Outlined Weight: 400 Fill: Off Grade: Normal