Skip to content
    DFY Growth Engine

    Three inks. One engine.

    The brand guide, September 2026. A risograph poster on white stock. Navy, gold and a pale screen of the navy, printed one pass at a time, making new colours only where they overlap.

    The mark

    Navy, gold and a pale navy disc printed over each other, one letter of DFY on each, beside the wordmark in wide Archivo. The discs alone are the favicon and app icon; the lockup is for everything else. Never rotate it, never outline it, never print it in one colour.

    Mark (SVG)Lockup on stock (PNG)Lockup on ink (PNG)Social media kit (ZIP)

    The kit holds square profile images on white and navy, the mark alone with a transparent background, the lockup on white, navy and transparent, and cover banners sized for LinkedIn, X and Facebook.

    DFY Growth Engine
    DFY Growth Engine
    DFY Growth Engine

    The engine

    The mark at poster scale, labelled. Build is the gold pass alone. Connect, Automate and Grow live where two inks meet. The centre, where all three overlap, is ink. This is the only illustration the identity has, and it is drawn in code.

    Three inks printed over each otherNavy, gold and pale navy discs overlapping. Build sits in the gold, Connect where navy and gold meet, Automate where gold and the pale screen meet, Grow where navy and the pale screen meet.BUILDCONNECTAUTOMATEGROWDFY

    The inks

    Colour is a pass, not emphasis. Emphasis is weight, width and size.

    1. White stock#FCFCFCThe only ground. Every panel sits on it, ruled in navy
    2. Navy#0B2547The ink. All prose, rules, controls, the wordmark, and the product-teams sheet
    3. Gold#F0B505Second pass. Service businesses, the Connect stage, the primary control on hover, selection
    4. Navy screen#CFDCEDThird pass, a pale screen of the navy. Articles, hover, the 404
    5. Gold over navy#0A1B01Appears only where the two inks overprint, as in the engine
    6. Gold over screen#C89F05Appears only where gold and the screen overprint: the Grow stage, company page headers
    7. Navy over screen#09203FAppears only where navy and the screen overprint, as in the engine

    Type

    Archivo, one variable file. Width 125 and weight 800 for display; width 100 for prose at 17px on 1.55.

    Display XL

    Display L

    Display M

    Display S

    Body, Archivo 400 at 17px on 1.55. The measure is 65 to 75 characters. Numbers are tabular so columns line up.

    Label, wide small capitals, for data and ink names only

    Chips and controls

    Service businessesProduct teamsStraight answersThe companyGeneral

    Rules

    1. Two inks and one screen, printed one at a time. Any other colour only appears where two passes overlap; never mix a new one.
    2. Everything is flat. No shadow, no glow, no gradient, no rounded corner, no misregistration. Ink sits on stock and nothing else.
    3. Navy carries the words. Colour carries the lane: gold for service businesses, navy for product teams, the pale screen for articles, the screen with a gold overprint for the company.
    4. One face. Archivo printed wide for headings and names, normal width for prose. Nothing else is ever set in a second family.
    5. Controls are navy blocks or 2px navy outlines. The primary block turns gold on hover; the outline takes the pale screen.
    6. Rules are 2px ink for frames and section edges, 1px for rows. Panels are ruled, never floated.
    7. Photographs print as one-ink halftones. Colour arrives only when the visitor presses play.
    8. Motion happens once: the passes come into register when the page lands. Nothing loops.