Brand

Faraday's brand style guide

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)

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.

The Faraday Zap
Our logomark, the Zap
The Faraday wordmark
Our wordmark
The Faraday logomark (lockup)
Our logotype aka logo

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.
Use the Ultrarose and Supertrope colors shown above whenever possible. In certain non-color conditions, replace both colors with 100% Black. (Do not use shades of Black to represent the missing colors.) When the zap must be shown on a dark background, replace both colors with 100% White.

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

Supertrope

100
#fdfaff
200
#f7ebff
300
#e4baff
400
#d48fff
500
#b641ff
600
#9800f8
700
#6d1ba0
800
#4e1373
900
#240835
UI
#5810b3

Hyperplant

100
#fffbfd
200
#ffeff6
300
#ffaecf
400
#fc5d9e
500
#e40f66
600
#ba0650
700
#7b0938
800
#5b0528
900
#2b0615
UI
#b31085

Ultrarose

100
#fffafd
200
#feebf5
300
#fcb0d7
400
#fa7cbd
500
#f72f96
600
#d60972
700
#a00856
800
#650436
900
#32021a

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

For Google Docs and Slides, use Public Sans.

Monospace

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