Visual identity
Colour
Our approach to colour plays a key role in making our brand feel distinctive. A small primary palette of strong, energetic colours used across all Intelliflo communications makes us stand out, while a secondary palette for charts, graphs, and data visualisation gives us flexibility when we need it.
Our primary palette
Our primary colours help give our brand a distinctive look and feel. The screen and print values detailed below include breakdowns for both solid and permitted tints.
Using our primary palette
intelliflo blue
Our intelliflo blue is powerful, a real stand-out colour. It is used primarily for the logo, CTA’s and sparingly for floods of colour in backgrounds. Blue mustn’t be overused to ensure it retains its equity when applied.
Background floods
To be used sparingly as floods of colour, i.e. CTA blocks, background images
Call to actions
It should be used either as a text link with or without icons or within blue lozenges
intelliflo yellow and light blue
intelliflo yellow and teal help to support our blue and white world. Both colours are key to our visual system, it is important to use them correctly and consistently to retain impact and effectiveness.
Our yellow is often used to highlight key information. This may be a single word within a headline, the key part of a diagram/illustration or a brand shape (circle or lozenge) supporting a headline or illustration as a background.
intelliflo yellow can be used as a background colour but should be used sparingly to highlight a key page/message. Highlights on yellow backgrounds work well in white.
intelliflo light blue
A versatile colour that can add depth to illustrations or serve as a background colour for entire sections. Additionally, it can be used to frame content within widgets, such as card modules.
intelliflo office features
intelliflo office has a host of features that make life easier for you and your staff.
Planning capabilities
Our cashflow modelling capabilities let you build, stress-test and adapt client plans with minimal effort.
Book a demo
The best way to explore our solutions is to see them for yourself, with a free live demo.
Using black and white
Both black and white are key colours of our brand palette and are always present. When used correctly, they add clarity to our website communications.
Black text
Black is used for all copy and line work on light background colours like white and intelliflo yellow. Black text also works well on light photographic backgrounds, where it does not provide sufficient contrast to the background, white text should be used instead.
White backgrounds and text
White is used predominately as our canvas colour, adding balance to the application of our vibrant colours. Here text should be set in black. When blue is used as a background colour then text should be set in white.
intelliflo logos
The intelliflo logo acts as visual shorthand for everything that we stand for. It is simple, assured and characterful. The use of lower case letters makes our brandfriendly and accessible, whilst giving us an approachable feel.
Primary logo
The primary logo has a blue lozenge with a white wordmark. This version of our logo is to be used on light backgrounds including menus, footers and card blocks.
Reverse logo
Our reversed logo features a white lozenge with a blue wordmark. This version should be used on darker backgrounds, including our Intelliflo blue. To maintain consistency across the website, only the primary logo should be used.
Visual identity
intelliflo’s website visual identity reflects its position as a professional, trustworthy, and innovative financial technology provider. The website design combines a clean, modern aesthetic with a consistent colour palette, clear typography, and professional imagery. The use of navy blue, yellow, and white creates a sense of reliability and approachability, while the structured grid layout and generous whitespace ensure readability and clarity.
If you want to explore the visual identity in more detail, visit the sections below: