These guidelines are to help you when representing the Solid brand in apps, communications, content, events, projects or assets. They incorporate guidance for visual elements such as logos, colours, typography, iconography and graphic devices. There is also guidance for writing such as tone and format. These guidelines are intended for digital application.

Why do we need brand guidelines?

As a defined entity, Solid has an identity. The more consistent that identity is the easier it is to be identified and identify with. While the Solid brand may appear in a range of different places for very different purposes, by following these guidelines you will be helping to retain that consistency and build a stronger identity.

For app developers

Please use these guidelines for any instances where you are looking to reference Solid. In particular, please pay notice to the guidelines on logo and colour usage as well as how to refer to Solid and its key elements in text.

For event organisers or communications/content creators

If you are looking to create Solid communications, collateral or content please follow all aspects of these guidelines. ___


Solid has core values that should be embodied in everything that it represents or represents it: Interoperability, Self-determination, Equal access, Sourcing, Public Value, Connecting


There is one single Solid logo with two different applications:

Solid Logo


Lettermark within a solid hex shape

Usage: can be used on any flat colour or overlaid on an image. Not to be used on complex patterns or in close proximity to other logos, typography or graphic elements.


Lettermark within an outline hex shape

Usage: only to be used on solid Royal Lavender (#7C4DFF) background. Not to be used in close proximity to other logos, typography or graphic elements. ___



Royal Lavender - #7C4DFF, R124 G77 B255 Usage: in conjunction with outlined Solid logo as a key branding element e.g. mastheads, footers and for primary CTA buttons. Not to be used as a fill within Avoid using numerous times in any one environment.


Geyser Grey - #DAE0E6, R218 G224 B230 Usage: core functionality and signposting e.g. icons and secondary buttons/controls. Avoid use in content.


Calatina Blue - #083575, R8 G53 B117 Usage: for background fills, UI functionality, dividers, illustration

Flamengo Pink - #FF6969, R255 G105 B105 Usage: for background fills and illustration.

Utility colours

Header Blue - #354866, R53 G72 B102 Usage: all non header copy. Avoid using for anything else.

Body Grey - #666666, R102 G102 B102 Usage: all non header copy. Avoid using for anything else.

Warning Orange - #FFA600, R255 G166 B0 Usage: for warning messages only

Error Red - #D0021B, R208 G2 B27 Usage: for error messaging only ___


The Solid brand features two typefaces:


Usage: headlines, sub headlines, buttons, pull quotes

Neue Einstellung

Usage: body copy, links, controls, labels ___


Solid uses icons provided by Font Awesome. This is not only for ease but also to ensure icons are as usable/accessible as possible. ___


Solid has one gradient which combines the Primary (Royal Lavender) and Secondary (Deep Sky Blue, Cerulean Blue) colours in equal parts (33/33/33)

Usage: as a background or as an overlay to a greyscale image. It should not be used in the logo, typography, icons or graphics. ___

Graphic elements

Solid hex pattern

Usage: only to be used as an unbroken background fill and not to be incorporated into content or graphics. ___

Written tone

When writing for Solid communications or content you should look to adhere to the following tone of voice principles:


Being instantly understood by anyone, be they technically-minded or not, is fundamental to ensuring Solid meets its core values (see above). This means describing things in terms everyone will understand and avoiding jargon or ambiguous abbreviation/acronyms. Any terminology which isn’t in the vocabulary of the majority of people.


Being true to what anything is and what it delivers is key to ensuring Solid always remains genuine and trustworthy. Avoid using any embellishment or describing Solid in excessively glowing terms. Accuracy of information is also key to achieving this and the integrity of what Solid says should be protected at all times. Solid should be candid with the truth but at the same time avoid being frank or outspoken.


Solid should always be welcoming and approachable in its tone and language - anyone should be made to feel like they can be part of the community. It should always be generous with what it shares and never feel like it is withholding information. Solid should avoid doctrine and being overly-directive in favour of offering guidance and advice. ___

Written format

Solid and Pod should always be always be capitalised and never written in all-caps.

WebID is semi-capitalised.

General writing should always be sentence case and avoid all non-standard capitalisation. For example, ‘internet’ and ‘web’ are decapitalised .

British spelling, the serial comma, and the generic ‘they’ is used to specify a person of unknown gender on the website copy and mailing list.