Brand identity
A data journal for prop-firm traders.
FirmFax should read like an editorial data product: dense tables, dated sources, and a monochrome palette where the only hue marks an error. Evidence first, decoration last.
F mark
Forward momentum, clean geometry, built for clarity. The stacked F reads as a chart step.
Logo assets
Share banner — 1280×426
The default Open Graph and Twitter card image for every page without its own generated card.
Mark, light and dark
Every raster asset — favicons, app icons, share banner — is rendered from firmfax-mark.svg by npm run render-brand. In-page, prefer the inline Logo component so the mark inherits the active theme.
Colour system
Every token is defined twice in global.css — once for light, once for dark. Components reference the token, never the hex, so both themes stay in step.
Canvas
--bg
#F5F5F5 · #0A0A0A
Page field behind every band
Band
--band
#FAFAFA · #0F0F0F
Full-bleed bands and the header
Paper
--surface
#FFFFFF · #171717
Cards, tables, and panels
Surface 2
--surface-2
#F5F5F5 · #212121
Input fills, ghost buttons, table heads
Ink
--ink
#0A0A0A · #FAFAFA
Headlines, primary copy, filled actions
Ink Soft
--ink-soft
#171717 · #D4D4D4
Secondary copy and solid badges
Ink Faint
--ink-faint
#737373 · #8F8F8F
Muted copy, labels, placeholders
Hairline
--line
#E5E5E5 · #282828
Every border, divider, and card edge
Line Strong
--line-strong
#D4D4D4 · #3A3A3A
Emphasised borders and hover edges
Ember
--ember
#E7000B · #FF4D55
Destructive, error, and trader-adverse states
Jade
--jade
#00733A · #3FD37E
Trader-favourable changes and pass states — the only other chromatic hue
Taglines
Know the firm before you pay for the challenge.
Compare rules before you pay.
Published rules, dated sources, independent scores.
Voice
Use factual phrases like published rule source, last reviewed, and ranking is independent of commission.
Avoid hype, guarantees, and unsourced accusations. The brand wins by being auditable.