SHOWCASE · BRAND IDENTITY · CLIENT WORK

Floxy: The Full Brand Book.

Client: FloxyDeliverable: Complete Brand Guidelines, V1.0Scope: Logo, Type, Color, Icons, GridPages: 38

A logo is not a brand. A brand is the system of decisions that makes every future design predictable: how the mark behaves, which colors carry which jobs, what the type does under pressure, how the words sound. This book documents that system for Floxy, a proxy and IP infrastructure brand, thoroughly enough that the brand can run without its designer in the room. Six chapters, 38 pages, in order.

Floxy brand book, page 1: cover
Floxy brand book, page 2: contents

01 · Brand Introduction

Who Floxy is, what the brand stands for, and the rules of engagement for everything that follows.

Floxy brand book, page 3: Brand Introduction chapter divider
Floxy brand book, page 4, Brand Introduction: What is Floxy? Floxy brand book, page 5, Brand Introduction: brand values
Floxy brand book, page 6, Brand Introduction: brand personality Floxy brand book, page 7, Brand Introduction: brand overview
"Consistency is the whole trick. A brand is a promise kept in every pixel." The rule this book exists to enforce

02 · Logo

Construction, clear space, spacing rules, the logomark, secondary lockups and usage. The pixel-built mark and everything that keeps it recognizable at any size, on any surface.

Floxy brand book, page 8: Logo Design chapter divider
Floxy brand book, page 9, Logo: primary logo
Floxy brand book, page 10, Logo: secondary logo, the pixel F Floxy brand book, page 11, Logo: clear space around the F icon Floxy brand book, page 12, Logo: clear space around the wordmark
Floxy brand book, page 13, Logo: the logomark Floxy brand book, page 14, Logo: logo construction on a 16px grid Floxy brand book, page 15, Logo: logo usage
Eight pages just for the logo. That's not obsession. That's insurance. Every rule documented is a future argument nobody has to have

03 · Typography

The typeface, the hierarchy, the weights and the paragraph rules that keep a headline sounding like Floxy whether it's on a billboard or a button.

Floxy brand book, page 16: Typography chapter divider
Floxy brand book, page 17, Typography: the typography, Space Grotesk alphabet
Floxy brand book, page 18, Typography: primary typeface: Space Grotesk
Familiar face?Floxy runs on Space Grotesk, the same typeface this portfolio is set in. Great minds, or one designer with strong habits. Either way: geometric quirks, engineering warmth, and numbers that look good in a data story.
Floxy brand book, page 19, Typography: font hierarchy Floxy brand book, page 20, Typography: text weights Floxy brand book, page 21, Typography: paragraph alignment

04 · Color

Shadow Black, Ghost White, and a disciplined gray scale. A monochrome system where every value has a job title, so the palette stays a system instead of a mood.

Floxy brand book, page 22: Color Palette chapter divider
Floxy brand book, page 23, Color: brand colors
Floxy brand book, page 24, Color: primary colors: Shadow Black and Ghost White Floxy brand book, page 25, Color: logomark color
Floxy brand book, page 26, Color: symbol logo color Floxy brand book, page 27, Color: logo on background colors and images
Floxy brand book, page 28, Color: full color palette with gray scales

05 · Visual Assets

The icon family drawn to the same grid as the mark, and the column systems that put everything in its place across web, mobile and tablet.

Floxy brand book, page 29: Icon Design divider
Floxy brand book, page 30, Visual Assets: logo icon Floxy brand book, page 31, Visual Assets: browser icon
Floxy brand book, page 32: Grid System divider
Floxy brand book, page 33, Visual Assets: web grid, 12 columns Floxy brand book, page 34, Visual Assets: mobile and tablet grids, 4 and 8 columns

06 · Appendix

The questions every collaborator asks, the summary that closes the argument, and the last two pages.

Floxy brand book, page 35, Appendix: frequently asked questions Floxy brand book, page 36, Appendix: the summary
Floxy brand book, page 37, Appendix: The End Floxy brand book, page 38, Appendix: Thank You

07 · The System at Work

A brand book is only as good as its output. The same system, applied: data-story infographics designed for Floxy's content engine.

Where invalid traffic runs hottest infographic Bots outnumber humans on the web infographic Fraudulent traffic climbing year over year infographic AI detection vs legacy fingerprinting infographic Bot-driven impressions on social platforms infographic Ad fraud statistics infographic

Building this book taught me more about restraint than any other project. I wrote about that lesson: What building a full brand guideline taught me about restraint.

← All projectsView on Behance ↗ (opens in a new tab)Need a brand system like this?