PickFu brand guidelines
Last updated: February 2026
About this guide
PickFu's brand guideline supports our marketing initiatives by ensuring that all messaging is relevant and related to our goals. Referencing our brand guideline ensures that our content is cohesive and stands out in the crowd. This cohesion is important because it helps establish a strong brand voice that resonates with our audience, which is essential for building brand awareness. Over time, that awareness and consistency builds trust 🙂.
Who can use this guideline?
This guidelines can be used by designers and anyone else using our brand elements to create marketing materials.
PickFu logo
Approved logo variants can be downloaded here.
Minimum sizes
Logo misuse
Applying logo to mediums
Brand colors and usage
For most use cases, stick to the Primary palette. Additional shades are provided for more complex applications. Logo colors should only be used for specific branding and not as general colors.
Logo colors
- #d05c27
Logo orange
Print: cmyk(0,56,81,18)
- #0889c6
Logo blue
Print: cmyk(96,31,0,22)
Primary palette
- #077bb1
Blue
Print: cmyk(96,31,0,31)
- #b8592e
Orange
Print: cmyk(0,52,75,28)
- #fadf7f
Yellow
Print: cmyk(0,11,49,2)
- #dc3545
Red
Print: cmyk(0,76,69,14)
- #2d8656
Green
Print: cmyk(66,0,36,47)
- #88649b
Purple
Print: cmyk(12,35,0,39)
- #fafafa
Gray
Print: cmyk(0,0,0,2)
- #111111
Black
Print: cmyk(0,0,0,93)
Blue
- #cde5ef
Blue 100
Print: cmyk(14,4,0,6)
- #9ccae0
Blue 200
Print: cmyk(30,10,0,12)
- #6ab0d0
Blue 300
Print: cmyk(49,15,0,18)
- #3995c1
Blue 400
Print: cmyk(70,23,0,24)
- #077bb1
Blue 500
Print: cmyk(96,31,0,31)
- #06628e
Blue 600
Print: cmyk(96,31,0,44)
- #044a6a
Blue 700
Print: cmyk(96,30,0,58)
- #033147
Blue 800
Print: cmyk(96,31,0,72)
- #011923
Blue 900
Print: cmyk(97,29,0,86)
Cyan
- #e6f8fc
Cyan 100
Print: cmyk(9,2,0,1)
- #cdf1f9
Cyan 200
Print: cmyk(18,3,0,2)
- #b4ebf6
Cyan 300
Print: cmyk(27,4,0,4)
- #9be4f3
Cyan 400
Print: cmyk(36,6,0,5)
- #82ddf0
Cyan 500
Print: cmyk(46,8,0,6)
- #68b1c0
Cyan 600
Print: cmyk(46,8,0,25)
- #4e8590
Cyan 700
Print: cmyk(46,8,0,44)
- #345860
Cyan 800
Print: cmyk(46,8,0,62)
- #1a2c30
Cyan 900
Print: #1A2C30
Green
- #d5e7dd
Green 100
Print: cmyk(8,0,4,9)
- #abcfbb
Green 200
Print: cmyk(17,0,10,19)
- #81b69a
Green 300
Print: cmyk(29,0,15,29)
- #579e78
Green 400
Print: cmyk(45,0,24,38)
- #2d8656
Green 500
Print: cmyk(66,0,36,47)
- #246b45
Green 600
Print: cmyk(66,0,36,58)
- #1b5034
Green 700
Print: cmyk(66,0,35,69)
- #123622
Green 800
Print: hsl(146.7,50%,14.1%)
- #091b11
Green 900
Print: cmyk(67,0,37,89)
Teal
- #d5f9f3
Teal 100
Print: cmyk(14,0,2,2)
- #abf3e7
Teal 200
Print: cmyk(30,0,5,5)
- #81edda
Teal 300
Print: cmyk(46,0,8,7)
- #57e7ce
Teal 400
Print: cmyk(62,0,11,9)
- #2de1c2
Teal 500
Print: #2DE1C2
- #24b49b
Teal 600
Print: cmyk(80,0,14,29)
- #1b8774
Teal 700
Print: cmyk(80,0,14,47)
- #125a4e
Teal 800
Print: cmyk(80,0,13,65)
- #092d27
Teal 900
Print: cmyk(80,0,13,65)
Yellow
- #fef9e5
Yellow 100
Print: cmyk(0,2,10,0)
- #fdf2cc
Yellow 200
Print: cmyk(0,4,19,1)
- #fcecb2
Yellow 300
Print: cmyk(0,6,29,1)
- #fbe599
Yellow 400
Print: cmyk(0,9,39,2)
- #fadf7f
Yellow 500
Print: cmyk(0,11,49,2)
- #c8b266
Yellow 600
Print: cmyk(0,11,49,22)
- #96864c
Yellow 700
Print: cmyk(0,11,49,41)
- #645933
Yellow 800
Print: cmyk(0,11,49,61)
- #322d19
Yellow 900
Print: cmyk(0,10,50,80)
Orange
- #f1ded5
Orange 100
Print: cmyk(0,8,12,5)
- #e3bdab
Orange 200
Print: cmyk(0,17,25,11)
- #d49b82
Orange 300
Print: #D49B82
- #c67a58
Orange 400
Print: cmyk(0,38,56,22)
- #b8592e
Orange 500
Print: #B8592E
- #934725
Orange 600
Print: cmyk(0,52,75,42)
- #6e351c
Orange 700
Print: cmyk(0,52,75,57)
- #4a2412
Orange 800
Print: #4A2412
- #251209
Orange 900
Print: cmyk(0,51,76,85)
Red
- #f8d7da
Red 100
Print: cmyk(0,13,12,3)
- #f1aeb5
Red 200
Print: cmyk(0,28,25,5)
- #ea868f
Red 300
Print: cmyk(0,43,39,8)
- #e35d6a
Red 400
Print: cmyk(0,59,53,11)
- #dc3545
Red 500
Print: cmyk(0,76,69,14)
- #b02a37
Red 600
Print: cmyk(0,76,69,31)
- #842029
Red 700
Print: cmyk(0,76,69,48)
- #58151c
Red 800
Print: cmyk(0,76,68,65)
- #2c0b0e
Red 900
Print: cmyk(0,75,68,83)
Pink
- #f3dee8
Pink 100
Print: cmyk(0,9,5,5)
- #e7bdd0
Pink 200
Print: cmyk(0,18,10,9)
- #dc9cb9
Pink 300
Print: cmyk(0,29,16,14)
- #d07ba1
Pink 400
Print: cmyk(0,41,23,18)
- #c45a8a
Pink 500
Print: cmyk(0,54,30,23)
- #9d486e
Pink 600
Print: cmyk(0,54,30,38)
- #763653
Pink 700
Print: cmyk(0,54,30,38)
- #4e2437
Pink 800
Print: cmyk(0,54,29,69)
- #27121c
Pink 900
Print: cmyk(0,54,28,85)
Purple
- #e7e0eb
Purple 100
Print: cmyk(2,5,0,8)
- #cfc1d7
Purple 200
Print: cmyk(4,10,0,16)
- #b8a2c3
Purple 300
Print: cmyk(6,17,0,24)
- #a083af
Purple 400
Print: cmyk(9,25,0,31)
- #88649b
Purple 500
Print: cmyk(12,35,0,39)
- #6d507c
Purple 600
Print: cmyk(12,35,0,51)
- #523c5d
Purple 700
Print: cmyk(12,35,0,64)
- #36283e
Purple 800
Print: cmyk(13,35,0,76)
- #1b141f
Purple 900
Print: cmyk(13,35,0,88)
Indigo
- #e1ccf1
Indigo 100
Print: cmyk(7,15,0,5)
- #c499e3
Indigo 200
Print: cmyk(14,33,0,11)
- #a666d4
Indigo 300
Print: cmyk(22,52,0,17)
- #8933c6
Indigo 400
Print: cmyk(31,74,0,22)
- #6b00b8
Indigo 500
Print: cmyk(42,100,0,28)
- #560093
Indigo 600
Print: cmyk(41,100,0,42)
- #4b0081
Indigo 700
Print: cmyk(42,100,0,49)
- #2b004a
Indigo 800
Print: cmyk(42,100,0,71)
- #150025
Indigo 900
Print: cmyk(43,100,0,85)
Gray
- #ffffff
White
Print: cmyk(0,0,0,0)
- #fafafa
Gray 100
Print: cmyk(0,0,0,2)
- #e1e1e1
Gray 200
Print: cmyk(0,0,0,12)
- #c8c8c8
Gray 300
Print: cmyk(0,0,0,22)
- #afafaf
Gray 400
Print: cmyk(0,0,0,31)
- #969696
Gray 500
Print: cmyk(0,0,0,41)
- #7d7d7d
Gray 600
Print: cmyk(0,0,0,51)
- #646464
Gray 700
Print: cmyk(0,0,0,61)
- #4b4b4b
Gray 800
Print: #4B4B4B
- #323232
Gray 900
Print: cmyk(0,0,0,80)
- #111111
Black
Print: cmyk(0,0,0,93)
Using colors: avoid overlaying multiple hues (eg. orange on a blue background). This can cause color vibration and often does not meet WCAG guidelines. If you want to try a hue combination, make sure to first test that it meets at least AA levels: accessibility test here
Fonts
All text should use Source Sans 3, with a base size of 16px. Exact font size can vary based on application, but should attempt to adhere to a major third (1.25x) scale. No text should be smaller than 10px.
Download the Source Sans 3 family here:
Video guidelines
Use PickFu brand colors.
Animations
- Transition animations can be used on the PickFu logo and texts
- Examples of animations:
- Glide-in
- Fade-in
- Expand
- Float
- Logo can float
- Using animation, the logo color box can extend from the closest video frame edge.
- Same as B with a more extended color box.
- Examples of animations:
Using stock images and illustrations
Stock imagery
When using stock photography:
- Select imagery that reflects what you are trying to communicate. Articulate the message and evoking emotion.
- Use well-lit photos that are consistent in lighting and color so they seem like an actual set.
- Use high-res, high-quality images
- When choosing images with people, be sure that the style is "candid" and not overly staged.
Applications
Stock images can be used for:
- Our website and landing pages
- Social media posts
- Email campaigns
Current library can be viewed and downloaded here.
Stock images with graphic illustrations
Using illustrations with stock photography helps transform our brand story to the next level by introducing playful elements that visually supports how we can help our end users.
Illustrations can be:
- PickFu UI elements
- Graphs
- silhouettes of people
- People performing tasks
- Chat bubbles
- Web browsers
Illustrations can be on border or inside the photo. Graphic backgrounds can also be used with cropped people.
Use PickFu brand colors.
Applications
Stock images can be used for:
- Our website and landing pages
- Social media posts
- Email campaigns
Current library can be viewed and downloaded here.
Graphic illustrations
Graphic illustrations can be used when you want to visually communicate a message in the most simplest way. Especially when you cannot find stock photography.
Illustrations can be a combination of:
- PickFu UI elements
- Graphs
- Silhouettes of people
- People performing tasks
- Chat bubbles
- Web browsers
Applications
Stock images can be used for:
- Our website and landing pages
- Social media posts
- Email campaigns
Zoom backgrounds
View and download here.
For additional questions and usage guidelines, message info@pickfu.com.