Brand identity · v1.0

Brand guidelines.

Veliro is network tokenization infrastructure for payments architects. The brand reads like the product: two surfaces, one accent, no decoration. This is the system that keeps every surface legible and unmistakably Veliro.

Document
veliro-brand-v1.0
Direction
Tapered Rails
Updated
2026-05-25
Status
Approved
Clearspace & scale

Give it air. Keep it sharp.

Hold clearspace equal to the height of the mark on every side. No copy, image, divider, or container edge enters that zone. Below 14px, the favicon mark replaces the lockup entirely.

Veliro lockup with one-mark-height clearspace on all sides
Hero64px
Nav32px
Footer22px
Mark24px
Favicon14px
Rule 03.1Clearspace = mark height

Measured from the cap height of the V. Nothing crosses into the zone.

Rule 03.2Minimum sizes

Lockup 120px wide on screen, 22mm in print. Mark 24px on screen, 6mm in print.

Logo misuse

The mark is geometric, not decorative.

Color it teal or stay monochrome. Don't rotate, distort, reset, shadow, lowercase, or hollow it. These are the failure modes that come up most often.

04.1Rotate the lockup off baseline.

04.2Stretch or distort proportions.

Veliro

04.3Reset the wordmark in another typeface.

04.4Apply drop shadows or glow effects.

veliro

04.5Set the wordmark in lowercase.

04.6Outline or hollow the mark.

Color

Three colors. One accent. No exceptions.

Midnight Ink and Mist are the two surfaces; White is a card on light. Signal Teal is the one accent, used once per view, never decoratively. Everything else is an opacity ramp of the foreground.

Midnight Ink

Primary dark surface. Body text on light. A blue-shifted black, never #000.

Hex
#0B1020
RGB
11 16 32
Token
--ink
Mist

Primary light surface. Body text on dark. A cool off-white with a hint of blue.

Hex
#EEF1F6
RGB
238 241 246
Token
--mist
Signal Teal

The single accent. One per view: a CTA, the status dot, or one positive metric.

Hex
#1AB7A6
RGB
26 183 166
Token
--teal
White

Card surface on Mist only. Never the page background.

Hex
#FFFFFF
RGB
255 255 255
Token
--white
Rule 05.4Teal is precious

One teal per view: the primary CTA, the status dot, or one positive metric. Never borders, dividers, or hovers.

Rule 05.5No new mid-grays

Secondary text, hairlines, and dividers all derive from opacity ramps of Ink or Mist, never a named gray.

Rule 05.6Only Ink or Mist

Every page and section is one of the two surfaces. No gradients, no mesh. White is a card fill only.

05.2 · Foreground ramp on Mist
100%--fg-on-light-1
55%--fg-on-light-2
38%--fg-on-light-3
12%--fg-on-light-4
7%--fg-on-light-5
05.3 · Foreground ramp on Ink
100%--fg-on-dark-1
48%--fg-on-dark-2
28%--fg-on-dark-3
10%--fg-on-dark-4
7%--fg-on-dark-5
Typography

Manrope, with intent. JetBrains for data.

One sans for everything, one mono for code, token IDs, and tabular numbers. Letter-spacing goes negative for display and positive for caps labels; the contrast does the work of a second typeface.

ManropeDisplay sans
AaBbCcDd 0123456789 &@#$%→
Weights · 400 · 500 · 600 · 700 · 800
JetBrains MonoData & code
0123 4567 → tok_18ms
Weights · 400 · 500 · 500 italic
Own your token.64 / 800−0.035em · lh 1.04
Route with precision.44 / 800−0.035em · lh 1.06
Credential routing, by design.32 / 700−0.03em · lh 1.12
Token, vault, route.22 / 700−0.02em · lh 1.2
Section heading sits here.18 / 600−0.01em · lh 1.3
API-first network tokenization, built for payments architects.15 / 400body large · lh 1.65
Network token ownership, credential routing, and vault boundaries.13 / 500body · lh 1.5
Network tokenization infrastructure11 / 600eyebrow · +0.06em
SOC 2 Type II · PCI DSS L1 · ISO 2700110 / 600meta caps · +0.14em
tok_8f1a · 4242 4242 4242 4242 · 18ms12 / 500mono · token IDs
Rule 06.4Display tightens

32px and up gets negative tracking (−0.02em to −0.035em) and a tight line-height. Bigger sets tighter.

Rule 06.5Caps open up

Meta labels, eyebrows, and compliance rows use uppercase with positive tracking. Pacing devices, never decoration.

Rule 06.6Body breathes

Body sets at 15px, lh 1.65, weight 400. Never below 12px on screen, never in mono.

Voice & tone

Like an API reference, with a pulse.

Copy is technical, declarative, and terse. It assumes an engineer is reading and states what the product does in the fewest words. Prose follows the Google developer documentation style guide, in US English.

Hero headlineTwo short clauses. One period each.Own your token. Route with precision.
AvoidMarketing registerThe seamless next-gen payments platform.
SubheadThree nouns, an em dash, the position.Network token ownership, credential routing, and vault boundaries — built for payments architects.
AvoidMarketing registerPowerful tools that help your team move faster.
Call to actionImperative verb, then noun.Read the docs
AvoidMarketing registerClick here to begin your journey

Always

  • Sentence case
  • Em dash in subheads
  • Tracked caps for meta
  • One sentence per CTA

Embrace

  • Network tokenization
  • Credential routing
  • Vault boundaries
  • Audience jargon

Never

  • Emoji
  • Exclamation marks
  • "Powerful", "seamless"
  • "Welcome to…", "Meet…"

Avoid

  • "Revolutionize"
  • "Next-gen"
  • "Solutions"
  • "Empower"
CapitalizationRoute a token to a new networkRoute A Token To A New Network
Person & tenseIssue a token, then route it.A token will be issued by the system
Numbersthree routes · 18ms · 2.4M tokens3 routes · eighteen ms
No condescensionCall POST /tokens to issue.Simply call POST /tokens — it's easy!
Spellingtokenize, authorize, color, centertokenise, authorise, colour
Iconography

Stroked, thin, monochrome.

Lucide is the official library: 1.5px stroke, geometric, no fills. Icons inherit currentColor. The Veliro mark is not an icon; never drop it inline as a bullet.

Card
Vault
Route
Network
Secure
Lock
Latency
Send
Rule 08.1Stroke 1.5

Always 1.5px, never filled, never 2px. Geometric joins, never rounded friendly terminals.

Rule 08.2Sizes

14px inline with body, 18px in UI controls, 22–24px in feature tiles. No 32px+ outside a feature tile.

Rule 08.3Inherit currentColor

In product UI that is fg-2; in CTAs and active states it is teal. Never a fixed gray.

Motion & states

Confident. Quiet. No bouncing.

Two durations, two easings, fades and 4–8px translates only. The status dot is the only living motion in the system; everything else moves once and stops. Hover a control below to feel it.

09.1 · StandardHover

Backgrounds hold. Buttons may brighten the teal fill. 200ms.

Hover me--dur-2 · --easing-standard
09.1 · PressPress

1px translateY down. No scale, no spring, no overshoot.

Press me--dur-1 · translateY(1px)
09.2 · FocusFocus

2px teal outline at 2px offset. Never the browser blue, never a glow.

outline · 2px teal
09.3 · Status pulseThe one alive thing

Opacity 1 → 0.6 → 1, 2s, infinite. The status dot only.

All systems operational2s · infinite
Applications

The brand on its surfaces.

Four canonical applications: business card, marketing hero, product UI, and app icon. Every surface uses the same restraint: Ink or Mist, one teal, no decoration.

Veliro lockup
Maren HolstHead of Tokenization Platform
veliro.com · maren@veliro.com · +1 415 555 0118
10.1 · Business card · Ink
Veliro lockup

Own your token. Route with precision.

SOC 2 Type IIPCI DSS L1ISO 27001
10.2 · Marketing hero · Ink
Veliroacme-merchant / production
TokenNetworkIssued
tok_8f1a · 4242 ···· 4242Visa14:08
tok_3c92 · 5555 ···· 4444Mastercard14:07
tok_b1e7 · 3782 ···· 0005Amex14:05
10.3 · Product UI · Mist
10.4 · App icon · 128 → 14
Don'ts

If you find yourself adding a second accent, stop.

A short list of moves that violate the system. Each one looks tempting in isolation. Together they erode the precision the brand sells.

No second accent

Pink, purple, orange, lime. There is one accent. It is teal.

No gradients

No background gradients, no gradient text, no mesh, no aurora.

No emoji

Not in product, not in marketing, not in error states. Ever.

No marketing fluff

"Powerful", "seamless", "next-gen", "revolutionize". Cut every one.

No drawn cards

No credit cards floating in 3D. Show the product UI instead.

No frosted glass

No backdrop-filter on content, no blur, no glassmorphism. Surfaces are solid.

No mid-grays

Don't invent a #888. Use the opacity ramp of Ink or Mist.

No shadows on type

Type sits flat. Shadows belong on cards and floating panels only.

No floating widgets

No chat bubbles, no scroll-progress bars, no banner CTAs. Only the nav floats.

Colophon

Files, fonts, & ownership.

Everything in this guide lives in the brand vault. All fonts load locally, so the system is fully offline-safe.

Typefaces

  • Manrope · 200–800 variable
  • JetBrains Mono · 400 / 500 / 500ital

Loaded locally from /fonts.

Assets

  • veliro-lockup-{ink,mist}.svg
  • veliro-mark-{ink,mist,teal}.svg
  • favicon.svg · 14×14

Direction

Tapered Rails: a pair of offset tapered parallelograms evoking dual payment routes.

Ownership

Maintained by Brand / Design.

brand@veliro.com
veliro-brand-v1.0 · 2026-05-25v1.0 · Approved