Brand

Introduction

This style guide provides rules, guidelines, best practices, and assets for producing communication that conforms to Faraday standards. We provide enough structure for a consistent brand experience while allowing enough flexibility for creativity to take place.

Prose style

Faraday generally follows Shopify’s Polaris content guidelines.

Frequently made mistakes

• Use Sentence case for all headings (not Title Case)

Logo

Faraday’s logo consists of our logomark (the “Zap”) — and wordmark (“Faraday”). When put together into a lockup, you get our logotype, or logo for short.

Zap

Faraday’s logo has included the Zap since day one.

• Together, the “legs” of the zap represent a stylized lightning bolt, signifying both Michael Faraday’s experimental legacy as well as the “aha” magic and vital energy of AI.
• Separately, they become arrows—one pointing up, the other down. These reflect Faraday’s original prediction type—propensity—which involves binary (yes/no) classification.

Wordmark

While Faraday's primary typeface is Aktiv Grotesk, the wordmark is set in Graphik with several customizations.

The wordmark should generally be Black. When the wordmark must be shown on a dark background, use 100% White.

Do not re-type the wordmark.

Logotype

The logotype is a lockup of the Zap and wordmark. The space between the two components is 1.7x the width of the “F” ascender.

Mark safeties

The “safety” is the amount of clearspace that must remain empty surrounding any of the above marks.

• For the logotype, the height of the capital “F” in Faraday must be kept clear in all directions, measuring from the ascender and baseline levels in the vertical direction and outer bounding box in the horizontal direction.
• When the wordmark is used on its own, the height of the capital “F” in Faraday must be kept clear in all directions, measuring from the ascender and baseline levels in the vertical direction and outer bounding box in the horizontal direction.
• When the Zap is used on its own, the height of the Zap must be kept clear in all directions, measuring from the outer bounding box.

Colors

Faraday uses a consistent color palette to unify its visual identity.

• UI values are generally reserved for interactive UI elements
• Other values are for general use

Typography

Aktiv Grotesk, by Dalton Maag, was designed as an intentional alternative to the most ubiquitous typeface from the grotesque genre – a typeface which Bruno Maag, founder of Dalton Maag, openly despises as the ‘vanilla ice cream’ of a designer’s type library.

Aktiv Grotesk is Faraday’s single official typeface.

• For body text, use Regular weight (400)
• For major emphasis, use Semibold (600)
• For minor emphasis, use Medium (500)
• Do not use other weights without approval
• Italic variants may be used sparingly other than on the web, where it is prohibited

Monospace

For monospace purposes, such as code samples, use IBM Plex Mono.