Brand book · v0.3 · 2026-05-27

The Fidior brand book.

A working draft. Opinionated. Short. Edit docs/brand.md; this page re-renders on every build.

v0.3 — voice + tagline reoriented to customer experience

01 · Essence

What Fidior is.

Name

Fidior

From Latin fidere — to trust. Reads as a comparative: more trustworthy. Quiet reliability, not loud disruption.

One sentence

Peace of mind for AI infrastructure.

Always visible. Always aware.

Why we exist

A single failure inside a GB200-class rack — a coolant leak, a cooling anomaly, a worn bearing, a thermal runaway — can destroy $500k–$2M of GPU hardware in seconds. Most monitoring is threshold-based and reacts after the problem starts. Fidior gives operators always-on visibility, catches drift from baseline before alarms fire, and ships events to the tools they already use.

We start with leak detection because it's the highest-stakes failure mode and the easiest to demonstrate. We expand from there into the full range of cooling, thermal, and mechanical anomalies.

02 · Audience

Who it's for, what it's against.

Primary

· Operations directors at regional colocation operators
· AI compute hosts running high-density GB200 racks
· Enterprise on-prem data center owners

Secondary

· Insurance underwriters repricing liquid-cooling exposure
· DCIM integrators looking for a wireless front-end

Positioning

For operators of high-density AI infrastructure who can't afford a months-long DCIM overhaul, Fidior gives always-on visibility and peace of mind — unlike Vertiv/Schneider (heavy, full-stack, reactive) or TTK/RLE (cable-based, threshold-only).

Not a full-stack DCIM. We integrate with one.

Not threshold-only. We catch drift before the alarm.

Not just leak detection. We watch every signal that matters.

Not consumer hardware. We are operator-grade.

03 · Voice

Clear. Reassuring. Attentive.

A voice oriented around the customer's experience — what they see, what they feel, what they can trust.

Attribute	Means	Doesn't mean
Clear	Visibility-first. Show the data. Plain language.	Simplistic or dumbed-down.
Reassuring	Peace of mind without false comfort. Calm even when alerting.	Soft or sugar-coated.
Attentive	Always aware. Watching what matters.	Hovering or paranoid.
Confident	Knows the domain. Doesn't hedge.	Arrogant or boastful.
Plainspoken	No hype, no posturing. Trusts the reader.	Boring or cold.

Sounds like us

Always-on visibility for every rack. You'll know what's running before the alarm fires.
Catches drift from baseline — on average 14 minutes before threshold alarms fire.
Goes live in 90 seconds. No DCIM overhaul.

Doesn't sound like us

Revolutionizing liquid cooling for the AI era.
Seamless next-gen observability platform.
🚀 We're excited to announce our cutting-edge solution.

Vocabulary — use freely

visibilityalways-onawareawarenessclearclarityseeknowwatchmonitorpredictforecastanticipatebaselinedriftbeforepeace of mindtrustconfidenceoperatorrackrowgatewayedge nodepilotdesign partneruptimealarmprotectedreliability

Vocabulary — avoid

revolutionarydisruptiveparadigmseamlessleveragesynergycutting-edgegame-changingworld-classbest-in-class

04 · Messaging

What we say.

Tagline (anchor)

Peace of mind for AI infrastructure.

Subline (paired)

Always visible. Always aware.

Headline (display)

Know the rack is safe before the alarm becomes a loss.

One-liner

Always-on visibility for high-density AI racks — leak detection, cooling anomalies, thermal drift, and the warnings that come before alarms fire.

Boilerplate · 50 words

Fidior is peace of mind for AI infrastructure. Wireless sensors on every rack, a row-level gateway, and an API-first cloud give operators always-on visibility — leaks, cooling anomalies, thermal drift, bearing wear — before they become losses. Built for operators underserved by full-stack DCIM platforms.

Product naming

Fidior: — the platform
Fidior Edge: — per-rack sensor
Fidior Gateway: — per-row aggregator
Fidior Cloud: — SaaS API + dashboard
Fidior Forecast: — prediction engine (future)

05 · Logo system

The Reticle.

Mark locked · v0.2

A bold geometric F framed by four teal corner brackets. The brackets evoke an instrument viewfinder — vigilance, precision, watching what matters. The F anchors the brand to the name. Teal is the only color used in the mark beyond ink/paper.

Wordmark + lockup

Wordmark

Fidior

FIDIOR

Fidior

Clearspace

Padding around lockup = height of the mark on all sides.

Min size

Mark 16×16px · lockup 96px wide.

Don'ts

No stretch, recolor, drop shadow, or busy-photo backgrounds.

06 · Color

Stone, ink, teal.

Brand core

Ink

#0c0a09

Primary text · dark surface

Paper

#fafaf9

Primary light surface

Canvas

#efece8

Page background (light)

Deep

#0a0a09

Dark mode background

Accent · teal

Accent

#0f766e

Primary teal (light)

Accent soft

#14b8a6

Secondary teal

Accent bright

#2dd4bf

Primary in dark / CTA bg

Accent glow

#5eead4

Text on teal-tinted surfaces

Neutrals · light

Ink soft

#44403c

Secondary body

Ink mute

#78716c

Tertiary, labels

Paper soft

#f5f5f4

Inset surfaces

Rule

#e7e5e4

Borders

Neutrals · dark

Ink soft

#d6d3d1

Secondary body

Ink mute

#a8a29e

Tertiary, labels

Paper soft

#1c1c21

Inset surfaces

Rule

#2a2a30

Borders

Semantic

#10b981

Protected · nominal

Warn

#f59e0b

Drift · baseline deviation

Alarm

#ef4444

Leak · critical

Accessibility: All copy/background pairings must meet WCAG AA (4.5:1 body, 3:1 large text). #2dd4bf is not legal for body copy on #fafaf9 — use #0f766e for body teal.

07 · Type

Sans + mono.

Display & body

Inter / Geist (TBD)

Currently system-ui placeholder.

Mono · labels, metrics

JetBrains Mono

Currently ui-monospace placeholder.

Role	Size	Weight	Sample
Display brand	9rem	600	Fidior
H1	3rem	600	Know the rack is safe.
H2	2.25rem	600	From sensor to operator.
H3	1.25rem	600	Edge nodes
Lead	1.125rem	400	Wireless protection telemetry for liquid-cooled AI infrastructure.
Body	1rem	400	Low-cost wireless sensors watch leak contact, temperature, humidity and vibration.
Eyebrow	0.6875rem	600	LIQUID COOLING RELIABILITY

08 · Icons

Line, 1.75px.

Style

· Line, rounded caps
· 1.75px stroke at 24px
· 2px corner radius on small geometry
· Source: Lucide + custom

Don't

· No filled gradients
· No drop shadows / inner shadows
· No mixing line and solid styles
· No skeuomorphism

09 · Imagery

Type-led. Photos earned.

When we use photos

· Real high-density rack interiors
· Technical macro: sensor pad, PCB, manifold
· Clean studio product on neutral paper

Never

· Blue-glow stock server rooms
· Finger-touching-hologram nonsense
· Generic open-plan offices, headsets
· Gradient blobs, 3D fluid renders, AI abstract

10 · Telemetry visuals

The product DNA.

Our product literally shows a screen of data. That screen is part of the brand.

Surface: outer card #0c0a09, inner #11100f.
Accent: bright teal #2dd4bf, glow at 18–22%.
Live dot: 2.5px + ping animation when active.
Labels: mono uppercase, 0.20–0.22em tracking, 9–10px.
Bars: 1–1.5px tall, rounded, on white/[0.06] track.
States: Forecast clean → glow · Drift predicted → warn · Threshold breached → alarm + ping.
Forecast trail: dashed Accent-bright line continuing past the "now" cursor.

Spec demo

Normal · protected

Sig 01

Leak

Sig 02

42%

Temp

Sig 03

31%

Humid

Sig 04

18%

Vibe

11 · Applications

Where the brand shows up.

Web (live)

Dark brand hero, theme-aware below, card-on-canvas layout.

OG share card

1200×630, dark, big wordmark + tagline + signal strip. /og.png

Slide deck

Dark master, paper master, mono eyebrow per slide.

Email signature

Plain text: wordmark + tagline + email + URL.

Business card

Paper face: wordmark + tagline. Ink reverse: mark.

Swag (post-pilot)

Mark only. Single-color OK.

12 · Open questions

Founder call before v1.0.

01

Primary typeface

Inter · Geist · Söhne · Untitled Sans · other
02

Custom domain

fidior.com vs fidior.ai vs both
03

Number style

"$500k–$2M" vs "half a million to two million"
04

Second accent color

Teal-only discipline, or add a complementary?