A complete brand identity kit for Forma — a modern, minimal, and professional visual system built for scale across every touchpoint.
A geometric wordmark paired with a modular icon mark. Clean, confident, and built to scale from favicon to billboard.
The "F" letterform abstracted into a geometric mark. The amber accent block signals precision and warmth. Works at 16px and above.
Always maintain a minimum clear space equal to the height of the "F" cap around all sides of the logo. Never crowd the mark.
The wordmark should never appear smaller than 80px wide in digital contexts, or 20mm in print. The icon mark minimum is 16px.
A refined palette built on deep navy authority, warm amber energy, and neutral stone — designed for accessibility and versatility.
Primary brand color. Authority, trust, depth.
Hover states, secondary actions, links.
Backgrounds, subtle highlights, cards.
Accent, CTAs, highlights, warmth.
Hover states, icon fills, decorative.
Alert backgrounds, warm section fills.
Primary text, headings.
Body text, secondary copy.
Placeholders, disabled states.
Borders, dividers, subtle fills.
Page background, warm white.
Cards, modals, elevated surfaces.
Confirmations, positive states.
Caution, pending states.
Errors, destructive actions.
Navy Deep is the dominant brand color. Use it for primary buttons, navigation, headings on light backgrounds, and key UI elements. It should appear on 60–70% of branded surfaces.
Amber is the energy color — use it sparingly for CTAs, highlights, and decorative accents. It should never compete with Navy. Limit to 10–15% of any composition.
The neutral scale handles all supporting roles: body text, borders, backgrounds, and disabled states. Paper and White are the primary surface colors for all layouts.
Semantic colors are reserved exclusively for system feedback — success confirmations, warning alerts, and error states. Never use them for decorative purposes.
Two typefaces in deliberate tension — a refined serif for display and a geometric sans for body — creating warmth within structure.
The building blocks of the Forma design system — spacing, buttons, icons, and border radii that create a consistent visual language.
Lucide icon set. Stroke width: 1.5px. Size: 16–24px. Color: Navy Primary or Ink 60 for secondary.
Diagonal stripe, gradient mesh, and brand gradient. Use sparingly for backgrounds and decorative sections.
Forma speaks with quiet confidence — never loud, never vague. Three core voice attributes guide every word.
Every word earns its place. We say exactly what we mean — no filler, no jargon, no hedging. Clarity is a form of respect.
Professional doesn't mean cold. We write like a trusted advisor — knowledgeable, direct, and genuinely invested in your success.
We look ahead. Our language is active, optimistic, and grounded in possibility — not in problems or limitations.
Protect the integrity of the Forma brand by following these core usage rules across all applications.
Social Templates
Ready-to-use templates for every major platform — consistent brand presence across Instagram, LinkedIn, Twitter/X, and Stories.
new creativity.
Template Notes
meets craft.
invisible. Great design
is unforgettable.
earns trust.