Famli Wealth Management Platform
Brand Guidelines 2025
01 Brand Startegy
Brand Vision
Brand Attributes
Emerging Words & Concept
Brand Vision
Famli is trusted, intelligent, family-centric wealth management platform built on the understanding that wealth is more than numbers—it’s about legacy, Freedom, and a Secure Future.
From safeguarding what matters most to unlocking new avenues of growth, we empower families to take control of their financial future with clarity by bringing together technology, expertise, and empathy in one platform.
Our mission is to empower families with knowledge, tools and guidance to achieve financial freedom, and create a future where every generation thrives.
Brand Atrributes

Trust
Foundation of strong financial relationships

Trust
Enduring impact and lasting value through generations

Growth
Continuous expansion and improvement

Simplicity
Streamlined processes and clarity that makes finance easy

Intelligence
Data-driven decision-making and knowledge

Freedom
Independence and flexibility without worrying about money
Emerging Words & Concept

02 The Logo
Logo Overview
Logo Details
Logo Variations
Usage Errors
Logo Overview

Logo Details – Grid

Logo Details – Dimensions

Logo Details – Color Palette

Logo Details – Profile

Logo Variations – Black & White


Logo Variations – Favicon & App Icon
Logo Variations – Tagline



03 Colors
Color Palette
Color Schemes
Tints & Shades
Gradients
Color Palette

Color Schemes

Tints & Shades

Gradients

04 Typography
Typefaces
Use of Typefaces
Typefaces
Brand Typefaces

Content Typefaces

Use of Typefaces
UI Typography

Content

05 Brand Elements
Brand Icons
Imagery
Shapes & Patterns
Brand Icons
Imagery
Brand Images

Theme (Moodboard)

Shapes & Patterns
Shapes

Seamless Patterns

06 Brand Application
UI Elements
Brand Promotion
Social Media
UI Elements
Website

Mobile App

Brand Promotion
Letterhead & Visiting Card

Notebook & Publication Cover

Apparel & Accessories

Signage & Sticker

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Social Media
LinkedIn Home Page Branding
Social Media Campaign (Post)