---
title: "Brand · FDE Amsterdam"
description: "The FDE Amsterdam brand: logo, colour, typography, voice and motion. Download the mark and use it for events and community material."
canonical_url: "https://fde.amsterdam/brand"
meta:
  "og:description": "The FDE Amsterdam brand: logo, colour, typography, voice and motion. Download the mark and use it for events and community material."
  "og:title": "Brand · FDE Amsterdam"
---

> Index of every page on this site: [llms.txt](https://fde.amsterdam/llms.txt)

×Brand

# Quiet confidence, with one red line.

FDE Amsterdam looks like the work: precise, calm, engineered. Near-black ink, generous space, display type with tight tracking, and Amsterdam red used like a signature, never a fill.

## 01 · The mark

Amsterdam’s coat of arms carries three St Andrew’s crosses (the *Andreaskruisen*) on a black pale. Our mark keeps exactly that, reduced to geometry.

It also reads as a column of deploys, and as ×: one engineer, multiplied.

fde.amsterdam [Download SVG](https://fde.amsterdam/logo.svg)

- **Clear space** equals the mark’s width on every side.
- **Minimum size**: 16px for the mark alone, 120px wide for the lockup.
- **Never** recolour the pale, rotate the crosses, or set the mark on red.

## 02 · Colour

### Ink

Ink 950

#07080a

Canvas

Ink 900

#0b0c0f

Sunken

Ink 850

#101114

Surface

Ink 800

#15161a

Raised

Ink 700

#1d1e23

Hover

Ink 600

#2a2b31

Strong line

### Foreground

Foreground

#ecedef

Headings, body emphasis

Muted

#9b9fa7

Body copy

Subtle

#7a7e87

Meta, labels

Faint

#45484f

Decoration only

### Accent & signal

Kruis 500

#f2392b

The accent. ≤5% of a screen.

Kruis 400

#ff5a4d

Accent on dark text, links

Gracht 500

#6d86f0

Secondary glow, “human” in demos

Live

#3ddc97

Live / synced indicators only

## 03 · Typography

Aa

Funnel Display

Headlines & numerals. 500 weight, tight tracking.

Aa

Funnel Sans

UI and body. 400 / 500, 15–17px, 1.6–1.7 leading.

Aa

Geist Mono

Eyebrows, dates, code. Uppercase, +12% tracking.

Ship where the customer is

Display XL · Funnel Display 500 · 44→84px · -4.5%

Ship where the customer is

Display L · Funnel Display 500 · 36→60px · -4%

Ship where the customer is

Display M · Funnel Display 500 · 28→42px · -3.2%

Ship where the customer is

Display S · Funnel Display 500 · 22→28px · -2.2%

## 04 · Voice

Senior engineer to senior engineer. Specific over clever, calm over hyped. Short sentences. Numbers when we have them. No emoji in product copy.

DOForward Deployed. Based in Amsterdam.

DON’T~~Revolutionising the future of engineering 🚀~~

DOShip a working agent on an app you don’t control.

DON’T~~Unlock the power of AI-driven synergies.~~

DO53 upcoming events · synced daily

DON’T~~Tons of amazing events!!!~~

## 05 · Motion

Reveal

Fade up 14px and unblur 6px → 0. 900ms, expo-out, 70ms stagger.

Spotlight (hover me)

A soft light that follows the cursor across card borders.

Ambient

Slow loops only (≥5s), never on content. All motion is off with reduced-motion.

## 06 · Attribution

Webfuse is credited as **“An initiative by Webfuse”**: in the footer, on the About page, and on OG images. Build-night material may say “Built on Webfuse”. Never “Powered by”: the community isn’t a product feature.

```json
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```

## Sitemap

See the full [sitemap](https://fde.amsterdam/sitemap.md) for all pages.