Brand
guidelines
One pink point — the identity system for the institutional era.
LI.FI 2.0 · BRAND BOOK01
00 — The idea
Banks don't buy excitement. They buy conviction.
LI.FI is moving from a crypto-native audience to the desks of banks and traditional financial institutions. The brand has to do two jobs at once: signal infrastructure-grade seriousness to a compliance officer, and stay unmistakably itself to the ecosystem that made it.
The answer is not to dress up as a bank. It is restraint — vast ink-colored space, typography that carries the argument, and the signature pink rationed to a single, precise appearance per composition. When in doubt, remove something.
voice — declarative, precise, unhurried. a brand this confident states facts and stops talking.
principles
Restraint signals scale
At least 60% of every composition is empty ink or paper. Whitespace is the loudest thing we own.
One pink point
Pink appears at most once per composition — a period, a dot, a point of light. Never inside the logo, never twice on a surface.
Type does the talking
No globes, glowing meshes or network clichés on persuasion surfaces. The headline is the hero image.
Explain in the appendix
Diagrams live where explaining is the job — product pages, docs, sales decks. Never the first impression.
01 — Logo
The diamond.
Our monogram — a downward chevron resolving into a diamond. One shape, two paths, no outline. Paper on ink, ink on paper; never recolored, never gradient-filled. Use the asset files; never redraw.
The pink stays.
The pink survives the refresh — but not inside the logo. The wordmark is monochrome on every surface: its dot is the same ink, paper, or mark colour as the letters beside it, never a separate pink. Pink stays the brand's signature and its scarcity asset, applied as a single rationed point in the composition around the logo — never in the mark itself.
The lockup.
One mark, three lockups. The diamond stands alone, sits beside the LI.FI wordmark, or stacks above it. Use the lockup that fits the space — never redraw or re-space them.
mask — the diamond alone
horizontal — mark + wordmark
vertical — mark over wordmark
The plate.
The mark within a plane. The pink plate is the signature; on dark, white, or full-ink surfaces the mark holds the same geometry — paper on ink, ink on paper, never recolored, with the one pink-on-ink exception as a deliberate signature. Size comes from the format, not the eye: the shorter edge ÷ 7, or ÷ 9 for square-like formats. Never smaller than 24 px.
signature · colour
pink plate · ink mark
midnight ink · pink mark
monotone
dark plate · paper mark
white plate · ink mark
the plate never overlaps content — it is content. layout originates from it.
Lockups for partnerships.
LI.FI leads, the partner follows. The LI.FI lockup first, an × between, the partner mark second — all optically centred on the glyph. The partner mark never exceeds the height of the diamond.
Download every mark, lockup, and avatar — with per-tile and batch SVG export — at assets.html#brand-lockup. Spec: design.md §05.
02 — Color
Core colours. One rationed.
Midnight ink for surface and text, sapphire for action, and one pink point as the signature accent — all on pale-blue paper. Five colours; the same set holds in light and dark.
light mode · pale paper
Ink
#0C0E2E · rgb 12 14 46
Primary. Heroes, decks, dominant fields. 60% of the system.
Sapphire
#405CCF · rgb 64 92 207
Secondary. Links, CTAs, data viz. 30%.
Pink
#F7C2FF · rgb 247 194 255
Signature. One element per composition. ≤10%, by law.
Paper
#FAFBFF · rgb 250 251 255
Light surfaces — print, docs, compliance-facing material.
Slate
#5C6070 · rgb 92 96 112
Secondary text on light surfaces. Captions, metadata.
dark mode · midnight ink
Ink
#0C0E2E
Sapphire
#405CCF
Pink
#F7C2FF
Paper
#FAFBFF
Slate
#5C6070
tints & shades — the 9-step ramps · ● marks the brand anchor
--midnight-1…9F0F3FF2DADDEA3BEC3D949CA3C25757DA66535B817363D6181F234290C0E2E
--sapphire-1…9E5F3FF2CCDDFF3AFC3F948BA2E45627BCA6405CCF71F2F9780F007C90D005C
--signal-1…9FDEEFF2F7C2FF3D4BAD84BA96C059C6CA4677497F7572B5E83A13409200026
surface & neutral scale · ● = brand palette
FFFFFFPaperFAFBFFSlate5C6070Card262C55Raised161A38Ink0C0E2EBlack000000
usage ratio
60 ink — 30 sapphire — 10 pink · measured over any single composition
Pink
#F7C2FF
One pink
point.
Pink is a shape, not a word. A period, a dot, a point of light — at most once, then stop. Scarcity is what makes the pink feel expensive.
Pairing is contrast law.
✓ paper on ink
Primary text pairing. Always passes contrast — the default voice of the brand.
✓ pink on ink
Approved — the accent, as a shape. A dot, a period, a point of light.
✓ sapphire on paper
Links and emphasis on light surfaces. Approved.
✕ pink on paper / white
Never for text — fails contrast. Pink is a shape, not a word.
support tones — only on ink surfaces. shades of the system, not new colors.
body text
#A9AEDC
muted metadata
#6A70A0
grid lines
#262C55
03 — Typography
Typography.
Geist carries the whole system — sentence case, weights 400 / 500 / 600, nothing louder. Geist Mono is the data voice for figures, labels and code.
Onchain markets
Every chain, one integration
The execution layer for liquidity
LI.FI routes liquidity across 60+ chains through one integration.
$82.4B settled · 61 chains · 1,000+ platforms
Aa
AaBbCcDdEeFfGgHhIiJjKkLl
MmNnOoPpQqRrSsTtUuVvWw XxYyZz
1234567890 .!?/@#$%&
Data voice.
Geist Mono is the data voice — tabular figures, aligned columns, axis labels and metrics that read as data, not prose. Geist makes the argument; the mono counts.
total volume settled
$82.4B +12.4% YoY
peak month
DEC · $8.4B
monthly settlement volume · $B
61
chains
1,000+
platforms
18.2M
transactions
400+
integrations
04 — Illustration
If it persuades, tier one. If it explains, tier two. If it moves, tier three.
Universal
market access.
Tier 1 — One pink point
Type-led, near-empty compositions. The flagship style for every first impression: homepage hero, deck covers, campaign, OOH, social statements.
surfaces that persuade · ~70% of brand outputTier 2 — Light-traced schematic
Precise monoline diagrams whose routes carry the sapphire-to-pink gradient. Spot, feature and background illustrations live in this voice. For explaining and presenting.
surfaces that explain & present · gradient on routesTier 3 — Chromatic ribbons
Flowing sapphire-to-pink bands. Motion texture only: event screens, video backdrops, social motion. Never carries text, never static on a persuasion surface.
surfaces that move · background texture onlyHard boundary: tiers 2 and 3 never appear on a first-impression surface — no schematics in the hero, no ribbons behind a deck cover. An MD at a bank should be able to reach page three before encountering a diagram.
spot illustrations — nodes linked by soft connectors
Standard spots built from the kit below — soft, sweeping connectors tracking the 45° grid, each composition balanced around one pink point. The chosen route resolves sapphire → pink in the direction of travel. For feature tiles, doc covers, empty states and section markers.
routing
bridging
settlement
liquidity
custody
orchestration
the node kit — every node the illustrations draw from
Sources and endpoints, the pink hub and terminus, chains, gateways and tokens, the liquidity pool, vaults and checkpoints. One shared vocabulary; the pink only ever marks the convergence.
source
Origin wallet or app
endpoint
A linked destination
hub
The pink convergence
chain
A connected network
gateway
A bridge crossing
token
An asset
terminus
Settled final state
pool
Liquidity reserve
vault
Secure custody
checkpoint
Verification gate
the connector kit — the links between nodes
Soft, sweeping turns on the 45° grid — direct, elbow, s-bend, arch, branch and merge. A hollow source resolves to one pink point in the direction of travel.
direct
Straight link
elbow
Single soft turn
s-bend
Double soft turn
arch
Over and back
branch
One to many
merge
Many to one
in motion — the schematic voice, animated
For deck slides, product heroes and loops where a still won't hold the eye. The isometric scene is built from the same monoline atoms — a Studio Display on its slim stand, the Magic Keyboard mid-keystroke — all lavender-grey structure on ink. On screen, the LI.FI docs portal — its composer writes itself line by line and scrolls on without end, in time with the keys. Motion belongs only on surfaces that move; never on a first impression.
06 / 08
Empowering developers
One SDK to route value across every chain, bridge and DEX — the infrastructure layer institutions build on.
07 / 08
Any token, any chain
One route swaps and bridges value across every chain — settled in a single call.
08 / 08
The developer workspace
Docs, SDK and a typed API in one place — everything a team needs to integrate and ship.
05 — Application
web hero — the tier-1 voice in production
Universal
market access.
Every digital asset, on every chain, through one integration. The execution infrastructure behind 1,000+ platforms and $80B+ in settled volume.
$80B+ settled · 100M+ transfers · 1,000+ platforms
print & signature
Onchain markets, institutional grade.
deck cover — the pressure test
If a cover could belong to a Swiss private bank's annual report while remaining unmistakably ours, the system is working. The single pink element here is the period.
Money moves on LI.FI.
brand signature — the full-pink surface
The one context where pink exceeds 10%: a surface that is entirely pink. Reserved for swag, event walls, gifts and social statements. Ink text only — never product UI, decks, or anything with body copy.
06 — Governance
Never.
- ✕Two pink elements in one composition.
- ✕Pink text on white or paper surfaces.
- ✕Gradients on containers, backgrounds, text or the lockup.
- ✕Globes, meshes, glowing networks or coins on persuasion surfaces.
- ✕Schematics or ribbons in heroes, covers or first impressions.
- ✕Weights above 600, title case, or all-caps headlines.
- ✕Hype vocabulary: revolutionary, game-changing, 10x, seamless.
- ✕Stats as hero graphics — data stays small and monospaced.
- ✕More than 40% of a layout filled with content of any kind.
Before anything ships.
- 01Count the pink. Exactly one element, or the surface is full pink.
- 02Squint test: is at least 60% of the composition empty ink or paper?
- 03Would the headline survive being the only thing on the page?
- 04Tier check: persuade, explain or move — is the right system in use?
- 05The annual-report test: credible to a bank, unmistakably LI.FI.
Source of truth: the Figma LI.FI 2.0 Brand Book (the approved FINAL deck, now the default LI.FI 1.0) + the lifi-1 preset in presets.js. This page is a themeable rendering — pick any preset in the Theme Composer to re-skin it. When the book or preset evolves, refresh this page in the same change.
universal market access
© 2026 LI.FI — brand guidelines v3.0