The Flows.Trading brand reflects the balance between technology, precision, and creativity.
Our visual identity was designed to embody movement, clarity, and confidence — the same principles that guide traders when navigating complex markets.
This brand kit brings together the core elements that make Flows.Trading instantly recognizable: our colors, typography, and symbols.
Use it as a guide to ensure every visual expression of our brand remains consistent, elegant, and full of purpose.
Logo
Whenever possible, the Flows Trading logo should be red. In cases where we want to make an impact by using a red background (or another), the logo can be black, white or grey. Color combinations are shown in order of priority.
Color
Philosophy
Our primary color — Flows Red (#F14F44) — was chosen for its ability to express energy, confidence, and movement, the core values behind Flows.Trading.
In the context of trading and data visualization, red is often associated with momentum, precision, and decisive action. We’ve reinterpreted that symbolism to represent passion, innovation, and forward flow, rather than fear or volatility.
The rounded geometry of our logo, combined with this vivid red tone, conveys a sense of connectivity and motion — a dynamic ecosystem where information and people interact fluidly.
It reflects the human side of technology: bold, modern, and alive.
Alternative Color Variants
To ensure flexibility and legibility across all mediums, we defined three additional color variants:
White version: Used on dark or colored backgrounds for maximum contrast and clarity.
Black version: Minimalist and elegant, ideal for monochrome or printed materials.
Gray variant (#E0E0E0): A neutral tone used for subtle branding, backgrounds, or inactive states in the interface.
These alternatives guarantee visual harmony and consistency in every context — from digital dashboards to marketing materials.
Secondary color
Hex: #FFFFFF
RGB: 255 255 255
HSV: 0 0 100
Secondary color
Hex: #FFFFFF
RGB: 255 255 255
HSV: 0 0 100
Secondary color
Hex: #FFFFFF
RGB: 255 255 255
HSV: 0 0 100
Secondary color
Hex: #FFFFFF
RGB: 255 255 255
HSV: 0 0 100
Typography
Our primary typeface is Orbitron, a geometric sans-serif font designed by Matt McInerney and distributed through Google Fonts.
We chose Orbitron for its futuristic precision and clean geometry, which perfectly aligns with Flows.Trading’s vision: a platform that combines technology, clarity, and forward-thinking design.
Orbitron’s distinctive angular forms and monospaced rhythm evoke the digital world of trading, the rigor of data, and the discipline of decision-making.
At the same time, its open shapes and generous spacing preserve excellent readability across interfaces — from charts to dashboards, and from mobile to desktop.
This typeface embodies our brand values:
Innovation and modernity — reflecting a tech-driven environment.
Structure and clarity — ensuring data and insights remain legible and confident.
Boldness and individuality — standing out from traditional financial aesthetics.
Usage Guidelines
Headings and titles: Orbitron should be used in bold or semi-bold weights for maximum visual impact.
Subheadings and UI elements: Use medium weights to maintain structure and hierarchy.
Body text and long content: For extended readability, pair Orbitron with a neutral sans-serif font such as Inter, Roboto, or Open Sans.
Logo and branding materials: Always use Orbitron for the “FLOWS TRADING” wordmark to ensure brand consistency.
Consistency in typography reinforces brand recognition — Orbitron makes Flows.Trading instantly identifiable: precise, modern, and forward-focused.
Whereas recognition of the inherent dignity
No one shall be held in slavery or servitude; slavery and the slave trade shall be prohibited in all their forms.