Brand Guidelines — v2
Intelligence with a pulse behind it.
Fueld is a clinical instrument with a humane bedside manner. Curves, not corners. Warm pit, calm canvas. The brand reads like a longform editorial; the product feels like someone is paying attention. This guide is how the two voices speak as one.
The mark, in production
Fueld
01 — Brand essence
Premise. Promise. Posture. People.
Four sentences that everything visible — words, marks, motion, photography — must be in service of. The first three keep us honest. The fourth keeps us human.
01 — Premise
The body is a connected system. A single number is a footnote; the relationships between numbers are the story.
02 — Promise
Every metric Fueld surfaces is connected to a behaviour you can change tomorrow morning. We earn the next data point by making the last one useful.
03 — Posture
Calm, evidence-led, never alarmist. We sound like the smartest person in the room who doesn't need to raise their voice to be heard.
04 — People
Behind every reading is a person who slept badly, ate well, ran late, made an effort. The brand never forgets that — warmth is a feature, not a flourish.
02 — Logo system
The avocado stays.
The analytical avocado is Fueld's strongest brand asset — a personable, unmistakably-food mark with a six-segment data motif baked into the stone. This page documents how to use it. Evolutions and alternative directions are parked until there's a clear product reason to revisit them.
The mark
One avocado, six segments, one stone catching light. The pit already tells the platform’s six-axis story — read it as a cross-section, read it as a pie chart, both are correct.
- Six segments in the stone — one per health axis, by design
- Two highlights catch light from the upper-right; never re-tint
- Always rendered as the full-colour SVG; no flat or single-fill variants in product
Application surfaces
Canvas · surface · voltage · linen · favicon stress
On canvas
On surface
On voltage
On linen
Favicon · 32
Favicon · 16
Construction
Geometric body, segmented stone.
The avocado body is a faceted polygon — recognisable as fruit, but cut with the same precision as the data inside it. The pit holds six warm wedges that double as a six-axis pie chart, with two lighter wedges in the upper-right reading as a highlight. Never replace, recolour, or simplify the stone.
Clear space & minimum size
Maintain padding equal to one quarter of the mark width on every side.
Minimum size: 16 px at screen, 10 mm in print.
03 — Mascot
The avocado is the friend inside the system.
The analytical avocado keeps a richer second life as a recurring character — appearing in onboarding, empty states, marketing illustrations, and motion sequences. The mark sets the tone. The mascot remembers there's a person on the other side of the screen.
Onboarding companion
Appears once per major step. Animates only on transition — never as ambient decoration.
Empty states
When there is no data yet, the mascot explains why and what to do. Tone is encouraging, never apologetic.
Marketing & social
The mascot can stretch — running, lifting, sleeping — to communicate a single behavioural change in a single frame.
04 — Voice & tone
Sound like a doctor who reads novels.
Fueld writes the way a thoughtful clinician explains something at the kitchen table — accurate, generous with context, never patronising. Sentences carry their own weight; emoji never substitute for a verb.
Your sleep window is 23 minutes shorter than the days you scored above 80.
You're not sleeping enough! Your body needs rest to recover. 💤
Two consecutive low-recovery days. Lower the strain target for the next session.
Take it easy today, champ — your body is asking for a break.
HRV trended up 12 ms over the last fortnight. Most likely driver: consistent bedtime.
Great work this week! Your HRV is looking better. Keep crushing it!
You missed a meal log. No drama — pick it back up at dinner and we'll fold it in.
You forgot to log lunch. Logging is important for accurate tracking.
Tone of voice — we are / we are not
05 — Photography
Documentary realism, never wellness theatre.
The image library should look like a thoughtful editorial feature, not a stock library. Restraint in colour grading mirrors the restraint in the UI.
Available light, never staged.
Window light, single source, soft fall-off. No ring lights, no over-saturated lifestyle stock.
Real people, mid-action.
Subjects are caught in the middle of a behaviour — eating, walking, sleeping, breathing. No posed smile-to-camera.
One subject, one focal idea.
Each image carries a single behavioural cue. Multiple subjects only when the relationship between them is the point.
06 — Application
The brand only exists in context.
A snapshot of how the system holds together across the surfaces a customer actually meets.
Recovery is strong. Push the strain target.
Recovery
78 %
Sleep
7.4 h
HRV
64 ms
Recommendation
Add 25–35 minutes of zone-2 work before noon. Your HRV pattern across the past fortnight suggests morning aerobic load is where the next gain comes from.
Marketing surface
The body keeps a record. We just read it back to you.
Connect your wearable, your meals, and ten minutes of sleep. Fueld does the rest — every morning, in plain English.
07 — Standards
Do this. Not that.
Always
- Use a single voltage hit per surface — one CTA, one signal.
- Pair Instrument Serif headlines with Inter Tight body copy.
- Animate to clarify state change; otherwise stay still.
- Keep dimensional colours (nutrition, activity, sleep…) for their canonical metric only.
- Write in British English, sentence case, full stops on standalone sentences.
Never
- Do not stack multiple voltage CTAs on the same view.
- Do not introduce gradients that imply depth on top of the elevation system.
- Do not loop animation continuously — motion is rare on purpose.
- Do not borrow dimensional colours for ornamental UI accents.
- Do not use emoji in product copy, marketing, or notifications.