BRAND Guide
IntroductionBrand StoryLogosMargin Spacing & PaddingColor PaletteButtonsTypography
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Introducing the Statflo brand

Disclaimer: This guide will help you use our brand assets and trademarks, including our logo, the "Statflo" name, content and pictures without having to run through our marketing team every time. If you wish to do something that is not covered by these guidelines, please contact the Marketing Team with a description and mockup of your intended use.

Updating the Statflo brand has been something we've been working on since closing our Series A round in May 2018. We wanted our look to match (1) the way we feel and (2) the extent our whole team cares about every customer.

The new look represents the type of company we want to be: one that pays attention to the details and builds solutions that always drive value. It also matches our desire to invest in quality, improve communication, create more consistent experiences and design features for the long term.Statflo was founded to create the most compliant way to build warm, authentic customer relationships in retail.

This brand embodies this mission, and we are proud to be on it with you.
- Kevin Gervais, Co-Founder

The Story

The best brands stand for something. We wanted ours to reflect where we came from, why we exist, what we stand for, and who we are.

While we found our roots in data analysis, the Statflo name came to represent more over time. We were making data actionable, and closing the loop to see the results that came from partnering with us. As we built on this, we realized we were most passionate about one thing: transforming a retailer's relationship with their customers from cold to warm through human conversation. It’s magical to think of the millions of connections our customers have been able to maintain last year because of what we do. It took multiple steps to make that possible, something that continually unfolds and is built on the scaffold of the right people and values.

By October 2018, we decided on a look that resonated with our story, and we began a 4-month process to make it part of our DNA and reveal it to some of our key customers and partners.

The transition to the new brand impacts everything we do, from how we measure and coach each other to how we design our products to how we communicate. We are so excited about where it will take us.

Logos

This is the main Statflo logo to be used whenever possible. The inverted logo is only to be used on dark backgrounds or photos. We call the symbol "The Journey", and it represents the journey every buyer takes - from cold to warm. Building warm relationships with customers is a constantly unfolding process that takes the right words, timing, compliance and frequent one-to-one interactions. The symbol must always be accompanied by the Statflo work mark unless approved by our marketing team. The logo must always be in color and the warm part of the symbol must always be at the top. Please do not modify the marks, rotate them, or combine them with other logos.
Download logo pack

Margin Spacing & Padding

The logo mark must always have the correct spacing around it, equal to one of the squares of the "S" on all sides.

Colour Palette

Avoid deviating from these colors or creating tints of these values unless approved by our Marketing team.

“Primary" colors act as key colors in illustrations, icons and key titles, but should follow the mood of what is being said. Positive colors are magenta, negative colors are blue. A relationship that is healthy, or a great conversation is warm. A relationship that is dying, or "spray and pray" marketing is cold. Something that was warm can become cold if the wrong message is sent or too much time passes.

Use the "Background" colors as backdrops.

#E21D7A
Pantone 213 C
227/30/122
#AF2185
Pantone 241 C
175/32/133
#293A89
Pantone 2147 C
41/56/138
#158EB2
Pantone 7459 C
23/142/178
#3DB8C0
Pantone 631 C
62/184/193
#051C2C
Pantone 296 C
5/28/44

Typography

Super Heading Number 1
King of Headings

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Super Heading Number 2
Heading's Revenge

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Super Heading Number 3
Rise of Headings

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat. Aenean faucibus nibh et justo cursus id rutrum lorem imperdiet. Nunc ut sem vitae risus tristique posuere.

Super Heading Number 4
Heading's Fall

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat. Aenean faucibus nibh et justo cursus id rutrum lorem imperdiet. Nunc ut sem vitae risus tristique posuere.

Super Heading Number 5
Return of the Heading

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat. Aenean faucibus nibh et justo cursus id rutrum lorem imperdiet. Nunc ut sem vitae risus tristique posuere.

Super Heading Number 6
The Last Heading

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat. Aenean faucibus nibh et justo cursus id rutrum lorem imperdiet. Nunc ut sem vitae risus tristique posuere.