Brand Partner Guide
Logo
Our logo is a key part of how we show up in partnership. It reflects who we are and the mission we share. This section covers how to use the Flock logo clearly and consistently when paired with your brand—so everything feels aligned, intentional, and easy to recognize.
Download Logos
Primary color versions
Size and clearspace
To keep the logo legible and uncluttered, always maintain clearspace equal to the height of the tree icon on all sides. No text, graphics, or partner logos should enter this area.
Minimum size
Digital—24px high
Print—6mm high
Digital—24px high
Print—6mm high
Partner lockups
When we display a partner’s logo alongside ours, we set it at the same height as our Flock Tree so it’s nice and consistent. And we use 2x its width to create a good amount of space between the two.
Color
Color plays an important role in our brand as it sets the tone, creates clarity, and makes a piece of communication immediately recognizable.
Core color
Flock Green
Hex
#3FC919
CMYK
69, 0, 100, 0
Pantone
361 C
Black
Hex
#000000
CMYK
60, 40, 40, 100
Pantone
Black C
White
Hex
#FFFFFF
CMYK
0, 0, 0, 0
Pantone
N/A
Secondary color
Green-1
Hex
#E2FBDB
Green-2
Hex
#CEECC5
Green-3
Hex
#B2E4A3
Green-4
Hex
#84DA6C
Green-5
Hex
#2E9212
Green-6
Hex
#1D5B0B
Green-7
Hex
#123A09
Green-8
Hex
#061602
Grey-1
Hex
#ECEFEB
Grey-2
Hex
#D8DBD7
Grey-3
Hex
#BBC0B9
Grey-4
Hex
#A0A89E
Grey-5
Hex
#777C75
Grey-6
Hex
#525751
Grey-7
Hex
#3C403B
Grey-8
Hex
#22281F
Type
Our typeface is Schibsted Grotesk, a typographic system is built on legibility and accessibility.
Download Schibsted
Typesetting
Below are some universal principles to follow when setting type that helps ensure consistency and high legibility.
Headline
Schibsted Grotesk Semibold
Schibsted Grotesk Semibold
Size
~4.5x body
~4.5x body
Leading
100%
100%
Tracking
-50 (-5%)
-50 (-5%)
Capture attention with a clear, concise statement
Subline
Schibsted Grotesk Medium
Schibsted Grotesk Medium
Size
~1.7x body
~1.7x body
Leading
120%
120%
Tracking
-20 (-2%)
-20 (-2%)
Provide supporting context to the headline in a single, focused sentence.
Body
Schibsted Grotesk Normal
Schibsted Grotesk Normal
Size
15–22px or
11–16pt
15–22px or
11–16pt
Leading
140%
140%
Tracking
-20 (-2%)
-20 (-2%)
Body text is where core details live. Use clear, direct language to inform, persuade, or explain. Keep sentences active and paragraphs short. For optimal readability, aim for 60–75 characters per line and allow space between sections to avoid visual fatigue.
Eyebrow
Schibsted Grotesk Medium
Schibsted Grotesk Medium
Size
~.64x body
~.64x body
Leading
100%
100%
Tracking
50 (5%)
50 (5%)
section label
Icons
Our icons are rounded, monoline, and built on a consistent grid. Designed to be simple, clear, and flexible across sizes and contexts.
Download Icons
Sizing
Optical icon sizes range from 24px to 52px, including padding.
Inline icons should match text size for visual consistency.
Messaging
Our messaging is a set of rules, practices and guardrails for how we communicate as a brand.
Customer centric
We exist to help shape safer communities, and we do this by putting our customers at the core of our business.
- We are
- Pragmatic
- Approachable
- Relatable
- Formal
- We are not
- Complicated
- Casual
- Funny
- Familial
Pragmatic
We know the power that words carry, so we’re sensible, practical, and realistic in how we use our words. We always avoid jargon.
We know the power that words carry, so we’re sensible, practical, and realistic in how we use our words. We always avoid jargon.
Approachable
Our tech is advanced and intelligent. Our voice should reflect our innovation and deep expertise in our technology, while remaining approachable for everyone.
Our tech is advanced and intelligent. Our voice should reflect our innovation and deep expertise in our technology, while remaining approachable for everyone.
Relatable
We meet our audience (customer, employee, community member, journalist, etc) on their footing and at their level of expertise. This doesn't mean that we change who we are (our voice), but it does mean that we’ll frequently need to change how we speak (our tone) to different audiences. Notably, relatability varies by audience.
We meet our audience (customer, employee, community member, journalist, etc) on their footing and at their level of expertise. This doesn't mean that we change who we are (our voice), but it does mean that we’ll frequently need to change how we speak (our tone) to different audiences. Notably, relatability varies by audience.
Community-dedicated
We are dedicated to helping our customers – communities, law enforcement, schools and businesses–eliminate crime.
- We are
- Respectful
- Discerning
- Engaged
- Enthusiastic
- We are not
- Irreverent
- Indiscriminate
- Apathetic
- Lackadaisical
Respectful
We don’t disparage, denigrate, diminish or defame. We are polite and respectful of everyone in all circumstances. We can always disagree with respect, courtesy and civility.
We don’t disparage, denigrate, diminish or defame. We are polite and respectful of everyone in all circumstances. We can always disagree with respect, courtesy and civility.
Discerning
We hold a unique role in our community and society. We do not take our mission lightly, and therefore we must take our words and their weight with precise and measured steps.
We hold a unique role in our community and society. We do not take our mission lightly, and therefore we must take our words and their weight with precise and measured steps.
Engaged
We exist for a safer tomorrow for all, and this means we are deeply dependent on partnerships and active community engagement. So, our words should always invite and never exclude.
We exist for a safer tomorrow for all, and this means we are deeply dependent on partnerships and active community engagement. So, our words should always invite and never exclude.
Crime-focused
We are laser-focused on crime, not criminals. This singular focus helps us improve our solution without distractions.
- We are
- Transparent
- Focused
- Direct
- Serious
- We are not
- Kludgy
- Distracted
- Evasive
- Matter-of-fact
Transparent
We speak in facts, not opinions. We’re objective, not biased. We provide data, not answers; information, not judgment; accountability, not anonymity.
We speak in facts, not opinions. We’re objective, not biased. We provide data, not answers; information, not judgment; accountability, not anonymity.
Focused
Our mission is clear. We adhere to it tightly. Our language reflects that focus and removes any fluff that might interfere.
Our mission is clear. We adhere to it tightly. Our language reflects that focus and removes any fluff that might interfere.
Direct
Get to the point quickly. Remove barriers. Directness is kindness in sneakers.
Get to the point quickly. Remove barriers. Directness is kindness in sneakers.