01
Work, not metal
We underwrite contracted robotic work. Language and visuals do not imply we sell robots.
Feel
How the brand should feel
Institutional Night, in Stripe’s footsteps. Two faces, restraint, soft bands, light editorial type, dense quiet product, one dark instrument band. Our mark, our name, our copy, our blue.
02
Institutional calm
Legible, confident, spare. Whitespace and one blue accent. No gradient fog, no Bits carnival.
03
Specific nouns
Utilization, residual, contracted cash, advance rate. No “AI-powered” and no generic SaaS stack.
Structure
Two faces
Marketing is light and editorial. Product is quiet and dense. Do not put marketing headline scale or gradients on dense tools.
Marketing
Light editorial
Soft section bands. Decisive type. At most one signature motion. fleetscale.co and pitch leavebehinds.
Contracted cash, underwritten.
One idea in the band. The rest stays quiet.
Product
Quiet and dense
Plain white. System type. No marketing gradients. Avery, underwriting, docs, and ops when they ship.
Logo
Mark and wordmark
Three horizontal bars plus FleetScale, one word, capital F and S. Lockup fill is #006DFF. On blue or dark, the bars and the word are white.
FleetScale
On blue
White mark and wordmark on #006DFF. Primary full-bleed lockup.
FleetScale
On light
Blue mark and wordmark on white. Marketing site and documents.
FleetScale
On dark
White lockup on #0D1738. The one dark instrument field, not a second brand color.
Mark only
Three bars when the word is already in view. Favicon, app icon, tight chrome.
Clear space around the mark is at least half the height of the three-bar stack on every side. Do not crowd it with type, photo edges, or chrome.
Minimum size: mark at least 16px tall on screen. Wordmark at least 80px wide. In print, mark at least 6mm tall.
Don’t
FleetScale
No distortDo not stretch, skew, or rotate the lockup.
FleetScale
No costume purpleDo not fill the mark with Stripe purple or #4F6CF7.
FleetScale
No busy fieldsDo not place the mark on gradients or photos that kill contrast.
Fleet Scale
No renameNever “Fleet Scale,” glow, or a drop shadow on the mark.
FleetScale
No off-paletteApproved fills are #006DFF, white, and ink. Nothing else.
Color
Our blue. Stripe’s surfaces.
Primary fill is #006DFF. Headings are #0A2540. Body is #425466. Soft bands are #F6F9FC. One dark band, #0D1738, when a page needs an instrument field.
| Canvas | #FFFFFF page. #F6F9FC bands. White and soft together about 70% of a marketing page. |
|---|---|
| Type | Headings #0A2540. Optional deeper home heading #061B31. Body #425466. Meta #5A6578. |
| Lines | Borders #E6EBF1. Strong borders #D8DEE6. Cards are white, 8px radius, soft blue-grey shadow. |
| Feedback | Ok #0F7B46 · Warn #B45309 · Danger #C81E1E. Never color-only status. |
| Accent weight | Blue is about 10–15% of the picture. Sky is a highlight, not a fill. |
| Never as fill | #4F6CF7 · Stripe #533afd · #635bff · #9966ff. Costume, not lineage. |
Typography
Switzer. One family.
The live site self-hosts Switzer. Files on disk are 400, 500, 600, and 700. Marketing headlines use 400 or 500. There is no 300 file, so do not specify 300.
Credit rails for deployed robot fleets.
Underwrite contracted work
Robotics companies burn equity to finance fleets that already throw off contracted cash. We underwrite those fleets and cash flows for private credit.
How it works
Illustrative row · not a live book
| Live sans | Switzer, self-hosted at /fonts/Switzer-*.woff2. Weights 400 / 500 / 600 / 700. Product and docs use the same family, denser, without light display theater. |
|---|---|
| Scale | Display clamp(2.5rem, 5vw, 3.5rem) at 400. Title clamp(1.75rem, 3vw, 2.375rem) at 500. Body 16px. Lead 18px. Floor 12px. No 10–11px UI text. |
| Code | ui-monospace, SF Mono, Menlo, Consolas. Dark code panels only. |
| Decks | Aptos for Microsoft PPTX only, so a recipient does not get a missing-font substitute. Georgia is optional editorial, not the site face. |
| Not live | Do not document Inter or Die Grotesk as the site face. Neither is a shipped woff2. |
Language
Say the mechanism
Robotics companies burn equity to finance fleets that already throw off contracted cash. We underwrite those fleets and cash flows for private credit.
Say
Credit rails for deployed robot fleets.
The object is contracted work, then credit.
Don’t say
AI-powered GTM platform.
That is a different company.
Say
Contracted cash flows we can audit.
Fact first. The book is the proof.
Don’t say
Massive TAM in robotics.
Market backdrop is not our revenue.
Say
Equity is the wrong capital for fleet CapEx.
The capital mismatch is the point.
Don’t say
We’re in talks with several OEMs.
A soft-ref exists only when source of truth already records it.
| Also say | Underwrite residual and utilization. Operators get a concrete money ask. Capital gets advice first, and an honest stage. |
|---|---|
| Also don’t | Disruptive fintech for the robot economy. Synergies, unlock, seamless, next-gen. Hope you’re well. |
| Claim hygiene | If it is not in source of truth, it is not public. No invented ARR, LOIs, customers, soft-refs, logo walls, or raise terms. Label every model illustrative. |
Motion
One signature. Then still.
At most one hero motion or gradient ribbon on a marketing page. Prefer none when type and space already carry the band. Opacity and transform only.
One dark instrument band
#0D1738, once. Threads may be the signature, in deep, mid, and sky only. The current home signature is the hero film. Do not stack a second effect under it.
| Deep | #004FCC |
|---|---|
| Blue | #006DFF |
| Sky | #5BA8FF |
| Allowed | Opacity and transform. About 200–400ms. Ease-out. Honor prefers-reduced-motion. |
|---|---|
| Avoid | Stacked shine, magnets, sparklers, logo wallpaper, bouncing calls to action, particle soup, fake traction strips. |
Surfaces
Same tokens. Different density.
Marketing stays sparse. Product can be dense. Decks stay claim-safe. The blue does not change between them.
Marketing
fleetscale.co
White and #F6F9FC. Light headlines. One motion. Operator problem first, then the underwrite path.
Decks
Leavebehinds
Aptos in PPTX. One claim per slide. Models labeled illustrative. Not external until cleared.
Product
Underwriting UI
Plain white, dense type, blue for the primary action. No marketing gradient on the tool.
| Contact | jp@fleetscale.co — brand questions and partner kits. |
|---|---|
| Legal | Do not imply a partnership with an OEM, a fund, or a research body by placing a logo next to ours without written approval. |
| Version | Brand guidelines v2 · 2026-10-27 · Stripe-as-Braun · Primary #006DFF · Type Switzer |