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Brand Identity System

Building the
visual language
of Trade3.

Version2.0 — 2025
FontsRaleway + Karla
Palette5 scales, 55 tokens
ModeLight & Dark

Colour System

Every colour is available in 11 stops (50–950), giving you precise control across UI states, accessibility levels, and dark mode surfaces. Click any swatch to copy its hex value.

Violet — Primary Brand
50 #F0EAFA
100 #D8C4F3
200 #B898E9
300 #8F61D9
400 #6A35C5
500 #3B128D BASE
600 #310E7A
700 #260A62
800 #1A0748
900 #0F0430
950 #07021A
Orange — Secondary / Accent
50 #FFF3EE
100 #FFD9CC
200 #FFB49F
300 #FF8B6B
400 #FB6E4C
500 #F75835 BASE
600 #D43E1D
700 #AE2D10
800 #821E08
900 #531103
950 #2E0800
Cream — Light Background
50 #FFFDFB
100 #FDF5EF BASE
200 #FAE9DA
300 #F5D7BF
400 #EEC3A0
500 #E4A97E
600 #CB8457
700 #A5623A
800 #7A4422
900 #4E2A10
950 #2A1505
Navy — Dark Background
50 #EEEEF8
100 #CCCCE8
200 #9999CF
300 #6666AD
400 #333385
500 #060430 BASE
600 #050328
700 #040220
800 #030118
900 #02010E
950 #010007
Neutral — Greyscale
0 #FFFFFF
50 #F9F9F9
100 #F0F0F0
200 #D9D9D9
300 #BDBDBD
400 #9E9E9E
500 #757575
600 #616161
700 #424242
800 #2C2C2C
900 #1A1A1A

Brand Gradients

Pre-approved gradient combinations for headers, cards, and marketing material.

Violet Rise
linear-gradient(135deg, #3B128D → #6A35C5)
Brand Fusion
linear-gradient(135deg, #3B128D → #F75835)
Deep Space
linear-gradient(135deg, #060430 → #3B128D)
Ember
linear-gradient(135deg, #F75835 → #FFB49F)
Midnight Ember
linear-gradient(135deg, #060430 → #F75835)
Warm Canvas
linear-gradient(135deg, #FDF5EF → #FAE9DA)

Semantic Design Tokens

Use these tokens instead of raw hex values in all product code. They adapt automatically to light and dark mode.

Token Light Dark Purpose
--bg-primary Cream 100 Navy 500 Main page background
--bg-secondary White Navy +5% Cards, panels, inputs
--bg-tertiary Cream 200 Navy +10% Hover states, code blocks
--text-primary Navy 500 Navy 50 Body copy, headings
--text-secondary Custom Custom Subheadings, labels
--text-tertiary Custom Custom Captions, placeholders
--text-brand Violet 500 Violet 300 Brand-coloured text, links
--text-accent Orange 500 Orange 400 Call-to-action, highlights
--border-default Cream 300 Custom Default dividers and borders
--border-strong Violet 200 Violet 700 Focus rings, emphasis borders

Typography System

Two typefaces work in tandem: Raleway for display and structural hierarchy, Karla for readable body copy at all sizes. Every step has defined size, weight, tracking, and line-height.

Raleway
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789
Use for: Logotype · Display · H1–H4 · Pull quotes
Karla
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789
Use for: Body · UI Labels · Captions · Overlines · Tables

Type Scale

All sizes are defined in px for design tools. Map to rem in code (1rem = 16px).

Display 1 Raleway 800
72px / −4% / 0.95lh
Hero sections only
Trade3
Display 2 Raleway 800
56px / −3.5% / 1.0lh
Landing page headers
Trade3
Display 3 Raleway 700
40px / −2.5% / 1.05lh
Section headers
Decentralised Finance
Heading 1 Raleway 700
32px / −2% / 1.1lh
Page titles
Unlock Trade Finance
Heading 2 Raleway 600
24px / −1.5% / 1.2lh
Card headers, modal titles
Global Market Access
Heading 3 Raleway 600
20px / −1% / 1.25lh
Subsections, sidebar headings
Invoice Financing Dashboard
Heading 4 Raleway 600
17px / −0.5% / 1.3lh
Table headers, list headings
Transaction Summary
Subtitle Large Karla 500
18px / −1% / 1.5lh
Hero subtext
We are building the infrastructure for accessible trade.
Subtitle Small Karla 500
16px / −0.5% / 1.5lh
Card subtitles
Connecting SMEs with global liquidity pools.
Body Large Karla 400
16px / 0% / 1.7lh
Long-form content
Traditional trade finance is often complex, opaque, and inaccessible—especially for small and medium-sized enterprises in emerging markets. Trade3 changes this.
Body Medium Karla 400
14px / 0% / 1.65lh
UI body copy
Your invoice has been submitted for verification. Funds will be available within 24–48 hours subject to counterparty confirmation.
Body Small Karla 400
13px / 0% / 1.6lh
Secondary descriptions
Last updated 2 hours ago · USD · All amounts inclusive of platform fees
Label Large Karla 600
14px / +1% / 1.4lh
Button text, form labels
Submit Application →
Label Small Karla 600
12px / +2% / 1.4lh
Tags, chip text, nav items
Active · Verified
Caption Karla 400
11px / +1% / 1.55lh
Footnotes, timestamps
Transaction ID: TXN-2024-009142 · Settled via Trade3 Protocol v2
Overline Karla 700
11px / +14% / 1.4lh · ALL CAPS
Section labels, eyebrows
01 — Platform Overview
Mono SF Mono / Fira Code
13px / 0% / 1.6lh
Wallet addresses, code
0x3B128D...F75835

Raleway Weights

Aa
ExtraLight
200 · Decorative use only
Aa
Light
300 · Large display contrast
Aa
Regular
400 · Rarely used in display
Aa
Medium
500 · Navigation, UI headings
Aa
SemiBold
600 · H2–H4, subheadings
Aa
Bold
700 · H1, section titles
Aa
ExtraBold ★
800 · Display, brand voice
Aa
Black
900 · Posters, campaigns

UI Components

Reusable interface patterns built from the colour and type system. These demonstrate how the identity translates into product UI.

Buttons — All Variants
Buttons — Dark Surface
Buttons — Sizing Scale
Verified Pending Funded Archived Trade3
Status Badges
Form Input — Default
Total Financed
$2.4B
↑ 18.3% MoM
Active SMEs
12K
↑ 4.1% MoM
Stat Cards — Light
Yield APY
8.72%
+0.4% 7d
TVL
$980M
+2.1% 7d
Stat Cards — Dark
Invoice Funded
$45,000 disbursed to your wallet.
Verification Pending
Counterparty review in progress.
Transaction Failed
Insufficient collateral. Try again.
Notification Toasts

Light & Dark Surfaces

Full compositions demonstrating the identity across both modes — suitable as a reference for marketing pages, dashboard panels, and investor decks.

Trade3 Platform · Live
Unlock global trade
finance on-chain.
We are building a decentralized platform that unlocks access to trade finance for underserved businesses around the world. Traditional trade finance is often complex, opaque, and inaccessible.
Total Financed
$2.4B
↑ 18.3% MoM
SME Partners
12,400
Across 40+ markets
Avg. Yield APY
8.7%
Net of platform fees
For Investors · Capital Markets
Real-world assets,
transparent yields.
Trade3 tokenises receivables from verified trade flows across Asia, the Middle East, and Latin America. Investors gain access to short-duration, high-quality yield backed by real commerce.
Min. Ticket
$25K
USD equivalent
Avg. Duration
90d
Rolling positions
Defaults to Date
0
Full track record

Usage Guidelines

Rules that protect brand consistency across all applications — from product UI to pitch decks to social media.

✓ Do
  • Use Raleway 800 for hero headlines
  • Use Karla 400/500 for all body copy
  • Use Violet 500 as the primary brand colour
  • Use Orange 500 only for CTAs and accents
  • Maintain minimum 4.5:1 contrast on body text
  • Use the cream background for light-mode surfaces
  • Use Navy 500 for dark-mode base backgrounds
  • Pair Overline + Display for section headers
  • Use semantic tokens in product code
  • Test all colour usage in both modes
✗ Don't
  • Use system fonts (Arial, Inter, Roboto) in brand materials
  • Use Orange 500 as a background colour
  • Place Violet 500 text on Navy 500 backgrounds
  • Use font weights below 400 for body copy
  • Introduce new typefaces without brand approval
  • Use colours outside the defined palette
  • Use raw hex values in product code — use tokens
  • Display the logo at sizes below 24px
  • Stretch or distort the logotype
  • Use gradients as text colour without testing