PickFu brand story & guidelines

PickFu’s mission is to democratize consumer research, giving everyday entrepreneurs access to enterprise‑grade insights. These guidelines ensure that content and visuals remain consistent with the company’s values, voice, and visual identity.

Brand voice & tone

• Friendly but authoritative: PickFu knows its stuff and uses everyday language and a friendly, approachable tone. Copy should never feel preachy or salesy. Wit or a clever turn of phrase is welcome, but clarity is paramount.
• Active and concise: Write in active voice, using short sentences and paragraphs. Avoid unnecessary words, redundancy and clichés.
• Avoid jargon: Use plain words instead of corporate lingo; spell out acronyms on first reference unless they are universally known.
• Perspective: Write in first‑person plural (“we”) and address the reader as “you.”
• Be respectful: Use neutral and inclusive language wherever possible; don’t make assumptions about people.
• Grammar and mechanics:
• Default to sentence case for titles, headings, and buttons.
• Default to American spelling and Associated Press (AP) style for punctuation, numbers and dates.
• Use the Oxford comma.
• Place commas and periods inside quotation marks.
• Don’t write “PICKFU” in all caps.
• See more voice, tone, and mechanics guidelines here.

Brand colors

Use the primary palette for most applications and reserve logo colors for the logo itself. Avoid overlaying multiple hues (e.g., orange on a blue background) because it can cause color vibration and hurt accessibility; test combinations for at least AA contrast compliance. CMYK values for print and more color options for complex applications can be found here.

Typography

• Typeface: All PickFu text should use Source Sans 3. You can download the font from Google Fonts at: https://fonts.google.com/specimen/Source+Sans+3.
• Base size: 16 px for body copy.
• Scale: Use a major‑third scale (×1.25). Never set text smaller than 10 px. Approximate sizes:
• Extra small 10.24 px (0.64 rem)
• Small 12.80 px (0.8 rem)
• Medium 16 px (1 rem)
• Large 20 px (1.25 rem)
• Extra large 25 px (1.563 rem)
• 2× large 31.25 px (1.954 rem)
• 3× large 39.06 px (2.441 rem)
• 4× large 48.83 px (3.052 rem)
• 5× large 61.04 px (3.815 rem)

Logos

Two main logos are used:

1. Primary logo:

2. Checkmark logo:

Guidelines:

• Use only approved variations. Logo files can be downloaded here.
• Maintain sufficient clear space around the logo and never distort it.
• Use the colored logo on light backgrounds and a white or single‑color version on dark backgrounds.
• Do not combine the logo with other graphic elements or change its colors.

Imagery & illustrations

PickFu encourages the use of high‑quality, candid stock photography and playful illustrations to bring stories to life:

• Stock photography: Choose well‑lit images that reflect the message, avoid staging, and maintain consistent lighting and color. Photos should be high‑resolution. Use them on the website, social posts and emails.
• Graphic elements: Pair photos with illustrations such as PickFu UI elements, graphs, silhouettes of people, chat bubbles and web browsers. Use PickFu brand colors for illustrations.
• Accessibility: Include descriptive alt‑text for all images and attribute external sources.

Website, blog & email guidelines

• Titles and subheads: Use sentence case for page titles, subheads and button labels. Capitalize the names of PickFu products and features (e.g., Click Test, Ranked poll, Survey Builder, AI Insights report).
• Calls to action: Use clear, action‑oriented verbs such as Preview your poll. When referring to buttons or menu selections in copy, use bold uppercase and the > symbol to show navigation.
• Forms and links: Give forms descriptive titles and use sentence case for fields. Avoid “click here”; instead link relevant keywords.
• Blog posts: Introductions should state the point quickly; break text into short sections with subheads; aim for ~2,000 words; use parallel structure in lists; write headlines and subheads in sentence case. Use descriptive links and limit external links in guest posts. Quote respondents accurately and include enough context.
• Email: Keep copy friendly, concise and informative; be sparing with exclamation points. Subject lines should be in sentence case and descriptive. Format calls to action like website buttons. Sign off with a simple greeting and the sender on

The PickFu team).

• Social media: Maintain the same friendly, approachable voice; keep posts concise; use common abbreviations but avoid text‑speak (e.g., info is acceptable but b4 is not).
• We use emoji or GIFs when it feels appropriate. Don’t overdo it. When you know, you know. 😉 Put emoji outside end punctuation, not inside.
• See more voice, tone, and mechanics guidelines on our style guide page.

Wrapping Up

These guidelines provide the foundations of PickFu’s brand identity, ensuring that AI‑generated or human‑crafted collateral remains clear, consistent and on‑brand. When in doubt, default to clarity, brevity and the company’s friendly, data‑driven personality.