01
Work, not metal
We finance contracted robotic work. Residual is secondary. Language and visuals should never imply we sell robots.
Brand guidelines
FleetScale
Credit infrastructure for robot fleets. Quiet, institutional, precise — never gadget theater.
Principles
How the brand should feel
One idea at a time. Striking claims, quiet chrome. Built for operators and capital partners who underwrite work — not for crypto-fintech cosplay.
02
Institutional calm
Private credit energy: legible, confident, spare. Prefer whitespace and one blue accent over gradient fog.
03
Specific nouns
Utilization, serial identity, advance rate, data room. Avoid “AI-powered disruption” and generic SaaS claim stacks.
Logo
Mark & wordmark
Three bars = stacked fleet rails. Wordmark is “FleetScale” as one word, capital F and S. Prefer the solid blue field with white lockup for primary brand moments.
FleetScale
Primary lockup
White mark + wordmark on FleetScale Blue. Default for decks, social, and full-bleed brand.
FleetScale
On light
Blue mark + wordmark on white or paper. Use on the marketing site and documents.
FleetScale
On ink
White lockup on near-black. For night modes, terminal-adjacent product, or print reverse.
Mark only
Three bars alone when the wordmark is already in view (favicon, app icon, tight UI chrome).
Clear space around the mark should be at least half the height of the three-bar stack on all sides. Do not crowd with type, photography edges, or UI chrome.
Minimum size: mark ≥ 16px tall on screen; wordmark ≥ 80px wide. In print, mark ≥ 6mm tall.
Don’t
FleetScale
No distortDon’t stretch, skew, or rotate the lockup.
FleetScale
No off-paletteDon’t recolor outside approved blues, white, or ink.
FleetScale
No busy fieldsDon’t place on gradients or photos that kill contrast.
Fleet Scale
No renameNever “Fleet Scale,” glow effects, or drop shadows on the mark.
Color
One blue. Three depths.
Primary brand blue is sampled from the official lockup field. Supporting tones (deep / mid / sky) are for motion, charts, and hierarchy — not rainbow UI.
| Dominance | White / soft surfaces ~70% · Ink type · Blue as the single accent (~10–15% visual weight). Never equal-weight multicolor. |
|---|---|
| Contrast | Body text is ink on white (or white on blue / ink). Do not set body in sky blue on white. |
| Product UI | Use Deep / Mid for primary actions; Sky for charts and secondary data series only. |
| Avoid | Purple fog, neon cyber, gold “premium” gradients, rainbow status palettes without legend. |
Typography
Clear roles. No font circus.
Product and brand default to a modern grotesque system face. Prefer one family with weight contrast over decorative pairings.
Equity funds fleets. It shouldn’t have to.
Underwrite contracted work
We underwrite fleets and the cash flows they produce — jobs, utilization, counterparties — then package that risk for private credit.
How it works
FIG-80 · 36mo · adv ~45% CapEx · util 0.92
| Primary | Inter — primary web and brand type (400 / 500 / 600 / 700). Aptos only for Microsoft-native investor PPTX when needed. |
|---|---|
| Pitch decks | Aptos (Microsoft-native) for investor PPTX so recipients never get missing-font substitution. |
| Line length | Body ~45–75ch. Titles can be short and punchy (under 8 words when possible). |
| Never | Comic fonts, outlined display, mixed three-family slides, all-caps paragraphs. |
Voice
Sound like the rails, not a hype reel
Precise, calm, and specific. Audience depth changes; the thesis does not.
Do say
“We underwrite fleets and contracted cash flows, and package them for private credit.”
Mechanism first. Concrete object of credit.
Don’t say
“We’re building the AI-native OS for the trillion-dollar robotics economy.”
Unproven TAM theater. We don’t invent robot market size as ours.
Do say
“Residual is junior and haircut. Primary object is the fee stream.”
Credit truth. Sets us apart from forklift residual thinking.
Don’t say
“Guaranteed ABS returns from day one.”
Path language only until the book is real. No bank-grade promises early.
| Name | FleetScale — one word, capital F and S. Domain fleetscale.co. |
|---|---|
| Tagline space | Credit rails for robot fleets · Capital for deployed work · Underwrite the fleets |
| Audiences | Operators / OEMs — OpEx language, CapEx relief. Capital — underwriting, standards, advance rates. Don’t mix sales decks. |
| Claim hygiene | Label models illustrative. IFR numbers are market backdrop, not FleetScale TAM. No invented LOIs or raise terms. |
Motion
One signature. Then stillness.
Motion is a brand asset when it is sparse. The Threads band on the site is the allowed signature; everything else should be quieter.
Threads = capital rails in motion
Light stage. Three blue tones only — deep, logo mid, sky. Mouse interaction optional. Honor reduced-motion: pause or freeze the shader.
See live on fleetscale.co| Deep | #0147C4 / #004FCC |
|---|---|
| Mid | #026DFA / #006DFF |
| Sky | #5BA8FF |
| Allowed | Opacity + transform fades · 200–400ms · ease-out · one hero motion per page |
|---|---|
| Avoid | Parallax stacks · bouncing CTAs · autoplay video walls · particle soup on every scroll |
| Voice UI | Avery strands stay calm near idle even when live — never “break” the playground with aggressive amp. |
Usage
Where the system shows up
Same tokens, different density. Marketing is sparse; product can be denser; decks stay claim-safe.
Marketing
fleetscale.co
White ground, blue accent, Threads under nav. Platform thesis first; dual audience second.
Investor
Pre-seed decks
Aptos · porcelain light · one claim per slide. Illustrative models labeled. Vera before external send.
Product
Underwriting UI
Ink type, soft surfaces, blue for primary actions and serial/util signals. Data over decoration.
| Contact | jp@fleetscale.co — brand questions, partner kits, press. |
|---|---|
| Legal | Do not imply partnership with OEMs, funds, or IFR by logo adjacency without written approval. |
| Version | Brand guidelines v1 · 2026-08-09 · Primary blue locked to lockup sample #006DFF |