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Firmly’s mark is the word: `firmly.` set in the brand face with the trailing dot in primary, and no symbol beside it. Every app on the platform renders it through the same two components, which is what keeps one company from shipping six lockups.

firmly.

The mark is the word firmly, lowercase, with a blue full stop after it — there is no separate icon or symbol.

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SVG, for anything the mark goes on — a slide, a one-pager, a Figma file — not just the web. It stays sharp at any size with no font to install alongside it.

Wordmark, for light backgrounds
firmly-wordmark-light.svg Download SVG
Wordmark, for dark backgrounds
firmly-wordmark-dark.svg Download SVG

Never

  • Set in another typeface — Josefin Sans and the dot are the whole treatment.
  • Capitalised — it's firmly., lowercase, everywhere.
  • The dot removed or recoloured — it's the brand blue or nothing.
  • Given a shadow, an outline, or a stroke around the letters.
  • Stretched, skewed, or resized unevenly — the proportions are part of the mark.
  • Built into a lockup of its own — an icon beside it, a badge around it.

The moon with clouds passing it, in this site's own header and sidebar, belongs to ground, the design system — it never appears on a Firmly asset.