Brand
Naming conventions, brand voice, and the dual-context system.
Naming
FRAYT is always written in all capitals — FRAYT — without exception.
This applies everywhere: prose, headings, UI labels, code comments, filenames, email subjects, documentation, and social copy.
| Do | Don't |
|---|---|
| FRAYT | Frayt |
| FRAYT | frayt |
| FRAYT delivers. | FRayt delivers. |
Only exception: Domain names and URL hrefs are lowercase by technical convention — frayt.com is correct. Visible link text should still use FRAYT.
Dual-Context System
FRAYT serves two distinct audiences through two product surfaces. Each context has its own primary color identity.
Shipper Orange (#FF9500)
The primary color for all operator-facing and shipper-facing surfaces:
- CTAs and primary buttons
- Active states and focus rings
- Navigation highlights
- Key interactive elements
This is the default FRAYT brand context.
Driver Blue (#0066FF)
Reserved exclusively for driver-facing UI surfaces:
- Driver app navigation
- Driver status indicators
- Driver-specific features
Never mix contexts. These two colors define separate product contexts and must never appear together as competing primary colors. If both audiences appear on the same surface (e.g., an admin dashboard), use neutral colors and reserve the context color for clear, role-specific indicators.
Brand Voice
FRAYT speaks with authority and clarity. We respect our users' time and intelligence.
Tone Principles
| Principle | Example |
|---|---|
| Direct | "FRAYT delivers." — not "We're excited to help with delivery." |
| Precise | "Same-day delivery" — not "Fast shipping" |
| Confident | "FRAYT delivers." — not "FRAYT may be able to help." |
Human Tone
Speak to drivers and shippers as professionals. Respect their expertise. Avoid jargon that doesn't serve them. Be helpful without being patronizing.