# SendFleet Brand Guidelines

> The complete SendFleet brand system: the logo and how to construct it, the
> colour palette with token names and hex values, the three-font type scale, the
> 8pt spacing grid, motion and easing, iconography, imagery, the component
> library, the CSS custom properties, and the editorial voice guide.

Version 2.1 · Last revised May 2026 · `brand.sendfleet.net` · This index checked October 2026

The short version, in five lines:

- **Mark**: an amber rounded plate carrying a dark envelope glyph whose flap
  and lower strokes are amber. Available as the combination lockup (mark +
  wordmark), the wordmark alone, and the mark alone. The combination lockup is
  the primary identifier; the wordmark alone is not a substitute for it.
- **Wordmark**: "Send" in the primary text colour, "Fleet" in amber. That
  bicolour split is a core identity signal and is never broken. The letter "a"
  is a single-storey form, consistent across the typefaces.
- **Accent**: `#f5a623` amber is the *only* accent. It carries emphasis,
  never body copy.
- **Type**: Syne for display and headings, Instrument Sans for body and UI,
  JetBrains Mono for code, tokens, labels and tabular figures.
- **Voice**: direct, plain, technically precise. Lead with what something
  does, state the limitation in the same breath, never overstate a guarantee.

## Quick reference

These values are a convenience copy. The page is the authority, and its Design
tokens section holds the light-theme values and every CSS custom property.

**Dark palette**

| Token | Hex | Role |
|---|---|---|
| Amber | `#f5a623` | The only accent: emphasis, calls to action, "Fleet" in the wordmark |
| Obsidian | `#0a0a0a` | Page background |
| Void | `#111111` | Surface |
| Shade | `#181818` | Surface |
| Parchment | `#f0ede8` | Primary text |
| Dust | `#8a8480` | Secondary text |
| Mint | `#22c55e` | Status: success |
| Ember | `#ef4444` | Status: error |
| Cobalt | `#60a5fa` | Status: information |

**Typefaces**: Syne (display and headings), Instrument Sans (body and UI),
JetBrains Mono (code, API keys, tokens, badges, labels, tabular figures).

**Foundations**: an 8pt spacing grid; motion that is fast, purposeful and subtle
(150 to 400 ms) and never decorative; icons on a 24px grid with a 2px stroke and
round caps and joins.

**Imagery**: real terminals, real API payloads and the actual dashboard on dark
backgrounds. No stock photography, purple gradients or 3D blobs.

**Logo rules**: never break the two-colour wordmark split. Never recolour,
rotate, skew or add effects to the mark.

**Voice**: SendFleet writes like a senior engineer who has seen enough email
infrastructure to know what matters: confident, concise, occasionally dry.

| Trait | In practice |
|---|---|
| Direct | Say exactly what the thing does. Use real numbers, not "fast" or "near-instant". |
| Technical, not jargon-heavy | Precise terms without gatekeeping. A real detail beats a buzzword. |
| Honest | State limits plainly: what is shown once, what cannot be recovered, what is not included. |
| Calm under pressure | Errors and limits are informative, never alarming or cute. |

Never use corporate or hype language ("cutting-edge", "enterprise-grade",
"best-in-class") and never invent a latency, uptime or delivery figure. Specimen
and sample text shown on the page illustrates typography and is not a product
claim.

**Naming**: use the names the product itself uses.

| Use | Not |
|---|---|
| SendFleet (one word, capital S and F) | Sendfleet, sendfleet, SF |
| Free BYOC, BYOC, Managed Starter, Managed Growth, Managed Pro | Starter, Growth, Enterprise as plan names |
| BYOC, glossed on first use as "bring your own SES" | "Bring Your Own Cloud" |
| Managed or Shared SES (a shared sender pool, so reputation is shared) | dedicated sending infrastructure |
| API key | api key, apikey, token |
| dashboard (at `sendfleet.net/dashboard/`) | portal, console, admin |
| email log | message log, email history |
| queued (what a `200` means: accepted for delivery) | delivered (a `200` is not a delivery confirmation) |

## Sections on this page

- [Logo system](https://brand.sendfleet.net/#s-logo): the three assets, when to use each, and what never to substitute for what.
- [Anatomy](https://brand.sendfleet.net/#s-anatomy): every element of the mark and why it is there.
- [Clear space](https://brand.sendfleet.net/#s-clearspace): the minimum exclusion zone and how to measure it.
- [Misuse](https://brand.sendfleet.net/#s-misuse): the specific ways the identity must never be altered.
- [Colour](https://brand.sendfleet.net/#s-color): the full dark and light palettes with hex values, roles and contrast notes.
- [Typography](https://brand.sendfleet.net/#s-type): the three families, the type scale, weights, tracking and line heights.
- [Spacing](https://brand.sendfleet.net/#s-grid): the 8pt base unit and how every margin and gap derives from it.
- [Motion](https://brand.sendfleet.net/#s-motion): durations, the three easing curves, and what should never animate.
- [Iconography](https://brand.sendfleet.net/#s-icons): the 2px stroke, round caps and joins, and the 24px grid.
- [Imagery](https://brand.sendfleet.net/#s-imagery): product surfaces over stock photography, and the treatment rules.
- [Components](https://brand.sendfleet.net/#s-components): buttons, cards, tables, badges, inputs and callouts.
- [Design tokens](https://brand.sendfleet.net/#s-tokens): the CSS custom properties and their light-theme values.
- [Voice](https://brand.sendfleet.net/#s-voice): how SendFleet writes, with before-and-after examples.
- [Naming](https://brand.sendfleet.net/#s-naming): the consistent vocabulary for every part of the system.

## Assets

- [Download the kit](https://brand.sendfleet.net/#s-logo): produces one plain-text file listing every asset on this page with its URL.
- [Combination lockup (mark + wordmark), dark amber plate](https://brand.sendfleet.net/img/sendfleet-wordmark-dark.svg)
- [Combination lockup (mark + wordmark), light plate](https://brand.sendfleet.net/img/sendfleet-wordmark-light.svg)
- [Combination lockup (mark + wordmark), amber on dark](https://brand.sendfleet.net/img/sendfleet-wordmark-amber.svg)
- [Combination lockup (mark + wordmark), flat two-colour](https://brand.sendfleet.net/img/sendfleet-wordmark-mono.svg)
- [Wordmark, text only](https://brand.sendfleet.net/img/sendfleet-wordmark.svg)
- [Logomark, the mark alone](https://brand.sendfleet.net/img/sendfleet-mark.svg)
- [Social card, 1200×630](https://brand.sendfleet.net/og-brand.png)

## Elsewhere on SendFleet

- [Product site](https://sendfleet.net/): what SendFleet is and what it costs.
- [Pricing](https://sendfleet.net/pricing/): the full plan comparison.
- [Developer documentation](https://docs.sendfleet.net): the complete API reference.
- [Docs llms.txt](https://docs.sendfleet.net/llms.txt): the index of the API documentation.
- [Main site llms.txt](https://sendfleet.net/llms.txt): the index of the product site.
- [Status](https://status.sendfleet.net): live service status.
- [Support](mailto:support@sendfleet.net)
- [Sales](mailto:sales@sendfleet.net)

## Using this file

This follows the llms.txt specification: a pointer, not a mirror. The sections
above are anchors on a single page, and that page is the authority. Google
Search ignores this file. As its own guidance states, it neither helps nor
hurts visibility there. It exists for AI retrieval systems and for anyone who
would rather read a map than crawl a site.

The section links are the HTML page, which is the authority for each subject.
There is no per-page markdown version; the whole system is one document, and
`/llms.txt` is its index.