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Brand

The Fedlum brand

Everything you need to write and show Fedlum correctly in articles, presentations or directories.

Our logo is an anglerfish: it lives in the dark and carries its own light. Fedlum shines a light on what AI says about your brand.

How to write it

In running text the name is Fedlum: capital F, the rest lowercase, one word.

The wordmark uses the lowercase form, fedlum, and only in the logo.

Correct

Fedlum

fedlum

Incorrect

  • FedLum
  • FEDLUM
  • Fed Lum
  • Fed-lum

Logo

Use the dark version on light backgrounds and the light version on dark backgrounds. Leave clear space around it at least as tall as the lure.

Fedlum · On light backgrounds
On light backgroundsDownload PNG
Fedlum · On dark backgrounds
On dark backgroundsDownload PNG
Icon · On light backgrounds
Icon
Icon · On dark backgrounds
Icon
  • Don't change the logo's colours or add effects to it.
  • Don't stretch it, rotate it or place it on low-contrast photos.
  • The lure's yellow is the only colour besides the fish's tone.

Colours

A quiet palette with a single accent: the light of the lure.

  • #141414

    Ink

    Text, the logo on light backgrounds and primary buttons.

  • #F2F2F0

    Paper

    Backgrounds and frames; the logo on dark backgrounds.

  • #FFE614

    Lure

    Accent: the logo's light, selected states and details. Never for text or large fills.

  • #7A6500

    Lure, text-safe

    The dark version of the yellow for links and labels on light backgrounds.

Need another format or have a press question? Reach us through the demo page.