Brand System
Navigating the guidelines
The brand system is organised into four groups. Each section defines the standards, principles, and assets that ensure Velocity is presented with consistency and authority.
Foundation
Logo & Brandmark
The Velocity logo is a custom geometric wordmark with engineered speed-line cuts through the V and Y. It is never recreated typographically.
The Logo
Download
The Brandmark
DownloadClear space
Clear space preserves legibility and visual impact. The wordmark requires 1x cap-height on all sides; the brandmark requires 25% of icon width on all sides.
Co-branding
When the Velocity logo appears alongside a partner logo, both marks receive equal visual weight, separated by an × (multiplication mark) with clear space maintained on all sides.
Equal visual weight
Both logos are sized to appear visually balanced. Match optical height, not pixel dimensions.
× divider
An × (multiplication mark) separates the two marks. Set in Archivo Medium, optical height matched to the taller logo’s cap-height.
Velocity on the left
The Velocity wordmark always appears to the left of the divider. The partner logo sits to the right.
Do's and don'ts
Clarity and consistency ensure strong brand recognition across all touchpoints. The logo and visual elements always convey precision, confidence, and the speed that defines Velocity.
Do’s
Logo
Use on clean backgrounds
The logo is always placed on clean, uncluttered surfaces to maintain clarity and impact.
Keep proper spacing
Consistent clear space around the logo preserves its integrity and visibility.
Use approved versions
Only official logo variants, full colour or monochrome, are used according to background and context.
Brandmark
Use as a supporting element
The brandmark functions independently in compact spaces or as a supporting visual accent.
Keep proportions intact
The brandmark's proportions are fixed. It is never altered, stretched, or modified.
Apply consistently
The brandmark is always rendered in approved colours and aligned with the broader brand system.
Don’ts
Logo
Don't distort the logo
The wordmark is never redrawn, simplified, or structurally altered.
Don't change colors
The logo appears only in approved white and dark navy treatments. No other colours are permitted.
Don't use busy backgrounds
The logo requires a solid scrim when placed over photographic or complex backgrounds.
Brandmark
Don't modify the shape
The brandmark is never redrawn, simplified, or structurally altered.
Don't use out of context
The 3D brandmark is not used at small sizes or in monochrome contexts. The flat variant applies in those cases.
Don't apply effects
No glow, shadow, outline, or other effects are applied to the brandmark or wordmark.
![[Founder name]](assets/press/founder-01-square.jpg)
![[Founder name]](assets/press/founder-02-square.jpg)
