Our role
The connected guide
We connect businesses, lenders, information and expert judgement. We guide the journey without taking control away from the customer.
Brand guidelines · Edition 01
Traditional trust. Modern access.
Finance should feel within reach.
Funderer brings trusted relationships and useful technology together, making business finance clearer, easier to navigate and more accessible.
Explore the foundationsA clearer route to business finance
Built on trust.
Designed for progress.
Human expertise × intelligent technology01 — ∞
Tradition gives us trust.
Technology gives it reach.
Business finance has always depended on judgement, relationships and knowing who to call. Funderer preserves that human value while removing the opacity, friction and unnecessary waiting around it.
The result should not feel like a brokerage trying to look like software, or software pretending that finance is simple. It should feel like a dependable financial partner with an exceptionally clear digital service.
- 01
Make it clear.
Explain options, steps and trade-offs in language people can act on.
- 02
Earn trust.
Use evidence, transparency and human accountability instead of empty reassurance.
- 03
Open the way.
Remove friction and help more businesses find an appropriate route forward.
- 04
Move with purpose.
Use technology to improve decisions and access, never simply to appear advanced.
02 / Strategy
A trusted way forward.
Every expression of Funderer should reduce uncertainty. The brand makes a consequential financial process feel navigable without making it feel casual.
Our purpose
To make business finance more accessible and easier to understand, so more people can fund what comes next.
Our promise
Clearer finance. Real support.
People understand where they stand, what their options are and what happens next, with a person available when it matters.
Our difference
High trust, low friction
A strong lender network and human understanding, made more useful through fast, well-designed technology.
Positioning statement / Internal
For UK business owners seeking funding, Funderer is the finance platform and brokerage that combines trusted lender connections with clear digital tools, helping each business understand its options and move forward with confidence.
Recommended masterbrand line
Funding, made clearer.
Direct, ownable and useful across brokerage and future products.
Campaign territory
Fund what comes next.
More emotional and expansive. Use when the story is about ambition rather than process.
Primary
Business owners
“Help me understand my options and move without wasting time.”
Partner
Lenders & advisers
“Bring me suitable opportunities with context I can trust.”
Future
Platform users
“Give me a clearer view of my finances and what I can do next.”
03 / Brand architecture
One name. Two expressions.
Keep trust concentrated in Funderer. The brokerage and technology products may change tone and surface, but they should feel like parts of one connected system.
Masterbrand
Funderer
The promise, reputation and primary relationship.
Core service
Funderer Finance
Human brokerage, guidance and lender relationships. Use a bright, calm and editorial expression.
Working product name / Not approved
Funderer Connect
Digital tools, open banking, insights and future fintech products. Use a deeper, more technical expression.
Endorse; do not fragment.
Keep Funderer visible in every product name until the product portfolio has enough scale to justify a separate naming architecture. “Connect” describes the product layer; it does not become a separate company, voice or colour universe.
04 / Logo
A cheetah. A clear direction.
The lockup combines a traditional serif wordmark with a cheetah’s head: established craft, moving with purpose. Treat every file as artwork, not typography.
The cheetah / Standalone symbol
More than an animal.
The cheetah is Funderer’s symbol of purpose under pressure. It does not wander. It watches, chooses a line, then commits. That is how funding should feel: considered first, then fast when it matters.
The head in the wordmark is the same animal in portrait. The running mark is the same animal in motion: focus, energy and a clean stride toward the next decision.
Use the full logo when introducing the brand. Use the standalone cheetah where the Funderer name is already clear, especially in product, motion and Funderer Connect.
Give it space.
Keep text, edges and other graphics away from the logo. Use at least the height of the cheetah’s head as clear space on every side.
1 × head height
Keep it intact.
- Use the supplied artwork and its original proportions.
- Choose a background with strong contrast.
- Keep the running cheetah facing towards the right.
- Do not stretch, rotate or rearrange the logo.
- Do not recolour it or add shadows and outlines.
- Do not typeset “Funderer” to imitate the wordmark.
- Do not crop the cheetah or replace it with a generic big cat.
05 / Colour
A bright, open horizon.
Sky blue makes finance feel open and possible. Midnight gives the brand institutional weight. Cloud and white keep information calm and legible.
Open Sky
Our signature. Accessible, optimistic and unmistakably Funderer.
#57B7F2
RGB 87 · 183 · 242
Midnight
Trust and focus. The foundation of product and premium applications.
#071D2B
RGB 7 · 29 · 43
Cloud
Our working canvas. Softer than white and easy to spend time with.
#F1F7FA
RGB 241 · 247 · 250
White
Clarity and space. Use generously around important information.
#FFFFFF
RGB 255 · 255 · 255
Trust Blue
Accessible links, controls and smaller text on light surfaces.
#176B9B
RGB 23 · 107 · 155
Sun
A restrained human accent. Never a replacement for Open Sky.
#F3C969
RGB 243 · 201 · 105
Suggested balance
Let pale surfaces dominate. Use Midnight to anchor and Open Sky to guide attention. Sun belongs in small moments of warmth, not large corporate surfaces.
Contrast is part of trust.
Use Midnight text on Open Sky. Do not use white for small text on Open Sky. Use Trust Blue for links and controls on white. Product status colours must carry labels or icons as well as colour. Confirm WCAG contrast in the final interface and at the final type size.
06 / Typography
Authority meets utility.
DM Serif Display makes Funderer feel established and editorial. Inter makes every step, number and decision easy to read. Their contrast is the brand idea in typographic form.
Display / DM Serif Display · Regular 400
DM Serif Aa
Fund what comes next.
Text & interface / Inter · 400 500 600 700
Inter Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz · 0123456789 · £ %
Display / DM Serif 400
A clearer path
to funding.
Heading / Inter 600
Understand your options.
Body / Inter 400
Compare suitable routes, prepare the right information and speak to an expert when you need one.
Data / Inter 600 · tabular
£125,000 36 months
- Use the serif to invite. Headlines, opening statements, campaign lines and carefully selected quotes.
- Use Inter to explain. Navigation, body copy, forms, tables, disclosures, buttons and product data.
- Do not make heritage ornamental. Avoid all caps, tight line spacing, faux italics and long passages in DM Serif Display.
07 / Visual language
Focused, open, grounded.
Our compositions should feel calm enough for an important decision and optimistic enough for a business owner planning what comes next.
Your next move
starts with a
clearer view.
Business finance, connected.
CONNECTYOUR FINANCIAL PICTURE
Ready for
what’s next.
Insights that turn information into a clearer next step.
- 01
Sprint with purpose.
The cheetah is energy with a destination. Use it to suggest pace and focus, never restlessness or aggression.
- 02
Use horizons.
Fine rules, open gradients and rising arcs suggest perspective and a way forward.
- 03
Keep depth quiet.
Soft atmospheric gradients are welcome. Glossy 3D effects and neon “fintech” clichés are not.
Photography direction
Real work, in good light.
- Show identifiable people building tangible businesses.
- Prefer natural daylight, open skies and confident eye-level framing.
- Capture decisions, conversations and work in progress, not staged handshakes.
- Represent the breadth of UK business ownership with specificity and dignity.
- Avoid stock imagery of coins, loan paperwork, skyscrapers and blue holograms.
08 / Voice
Calm expertise. Human clarity.
Funderer speaks like a knowledgeable adviser who respects the customer’s time. We make finance easier to understand, never smaller than it is.
Clear, not simplistic
Lead with the answer. Explain specialist language where it helps someone decide.
“See the funding routes that fit your business.”
Assured, not absolute
Be confident about our process and transparent about what depends on a lender.
“We’ll help you prepare and find a suitable lender.”
Human, not folksy
Use direct, warm language without jokes, slang or forced friendliness.
“Talk it through with someone who knows the market.”
Progressive, not breathless
Show how technology helps. Avoid presenting AI or speed as the value on its own.
“Connect your information once. Get a clearer next step.”
| Instead of | Write | Why |
|---|---|---|
| Get approved instantly | Start your application in minutes | We control our process, not a lender’s decision. |
| Best rates guaranteed | Explore rates available to your business | Specific and credible, without an absolute claim. |
| Our revolutionary AI | Insights that help strengthen your application | Lead with the customer value, not the mechanism. |
| Bad credit? No problem! | Tell us where your business stands | Respectful language protects dignity and trust. |
Trust standard
Never make certainty the product.
Funding, eligibility, rates and timing depend on the applicant and lender. Keep qualifications close to the claim, write disclosures in readable Inter and obtain legal or compliance review for financial promotions. Do not hide a material condition in a tooltip or footer.
Write the name consistently.
Write Funderer with a capital F. Use Funderer Connect in prose while the product name is being evaluated. The all-caps CONNECT treatment is an interface label, not the written product name.
09 / Applications
Recognisable in every mode.
The brokerage and product experiences use different proportions of the same ingredients. The shift should feel intentional, not like a change of company.
Funderer / Finance
Reassuring and open.
- Light-first surfaces
- DM Serif leads
- People and real businesses
- Sky as the primary cue
- Human guidance prominent
Funderer Connect / Product
Focused and intelligent.
- Midnight-first surfaces
- Inter and data lead
- Information and next actions
- Sky as an active signal
- Expert support always reachable
Before publishing, ask:
- 01Does this make the next step clearer?
- 02Can every claim be supported and understood?
- 03Does it feel human without losing authority?
- 04Is the technology serving the customer story?
- 05Could this only be Funderer?
10 / Downloads
Make it Funderer.
Start with the right files. These original assets keep the identity consistent across partner pages, presentations and product work.
The essentials, together
Funderer logo kit
Horizontal lockups, running cheetah and usage notes.
Primary logo
Dark lettering · Transparent background
Reversed logo
White lettering · Transparent background
Cheetah symbol
Running mark in dark and light
Colour reference
Open Sky, Midnight and supporting palette
Use PNG where a raster image is needed. Vector masters are still a production requirement. Use these assets to identify Funderer accurately, preserve the artwork and avoid implying an endorsement or partnership that has not been agreed.