Brand

Flowformance brand

The icon, name, colors, type, and words to use when you write about Flowformance or link to it.

View as markdown

Icon

Flowformance icon

The icon is a procedure: three steps joined by one line, two done and one to go. It is the thing Flowformance makes — a process written down so the next person can follow it.

Usage

  • Use the square PNG where the host rounds or masks the corners itself (app stores, directories).
  • Below 48px, use the small icon. The full one loses its line and ring at that size.
  • Leave clear space around the tile of at least a quarter of its width.
  • Don't recolor, rotate, stretch, outline, or add shadows or effects.

Name

  • Write it exactly as shown: Flowformance.
  • Don't split it, camel-case it, abbreviate it, or put it in all capitals in running text.

Tagline

SOPs for humans and agents. Work that flows, for teams that perform.

Boilerplate

Short

Flowformance turns the way your team works into SOPs that people and AI assistants can follow.

Long

Flowformance is where teams keep their standard operating procedures. Record a job once with your screen and voice, and about three minutes later there is a step-by-step SOP to review. Your team follows it in a shared library, customers find it on your public site, and AI assistants such as Claude, ChatGPT, and Perplexity answer from it through a connector, with the sources cited. One source of truth, written in plain markdown, so the work keeps flowing when the person who knew how is out.

Colors

Deep teal
#0E3B3A
The icon tile, primary buttons and links in the app.
Night teal
#0B2A2A
Dark surfaces: the landing hero, footers.
Teal
#3E9C8F
Lines and quiet accents.
Bright teal
#57BCA9
Highlights, completed steps.
Mint
#8FC3B8
Display emphasis on dark backgrounds.
Mist
#F2F5F3
Light text on dark surfaces, and the icon's step bars.
Sand
#E8E2D4
Warm panels, and the main sign-up buttons on dark marketing pages.
Paper
#F8FBF9
App and page backgrounds.
Ink
#14201E
Body text.
Clay
#C4553F
Recording, errors, and destructive actions. Also the default link color on public help pages.
Gold
#C08A2E
Drafts and items waiting for review.

Type

IBM Plex Sans

The wordmark (Medium, slightly tight tracking), headings, and interface text.

IBM Plex Sans on Google Fonts

Instrument Serif

Large marketing headlines only, with italic for the emphasized line.

Instrument Serif on Google Fonts

IBM Plex Mono

Small labels, code, and URLs.

IBM Plex Mono on Google Fonts

Voice

  • Marketing copy can lean into the name: work that flows, teams that perform.
  • Product copy is plain. Buttons say what they do, and errors say what broke.
  • Say what the product does for a real person, with real numbers where we have them.
  • Skip hype words like "seamless", "leverage", "unlock", and "supercharge".

Contact

For press or partnership questions, use the contact page.