Brand guidelines
This is FuelSA
One mark, one name, one accent colour, and a single sentence about independence that has to travel with all three. Everything on this page is free to use to refer to FuelSA - and nothing on it can be used to imply anyone endorses it.
- Product
- FuelSA
- Published by
- Perspective Global Pty Ltd (ACN 697 873 368)
- Accent
- #05617A / #3FC4DE
The mark
The icon is the mark
There is no second logo and no wordmark drawn as artwork. What is on the home screen is what goes everywhere else.
On light
On dark
Use it as supplied
The icon carries its own ground and its own colour. It needs nothing behind it and no border around it. Never redraw it, recolour it, rotate it, add a shadow, or set it inside another shape.
Give it room
Clear space on every side is a quarter of the mark's width. Nothing crosses it - not type, not a rule, not the edge of a photograph.
Never below 24px
Smaller than that the bowser stops resolving and the mark is a teal square, which identifies nothing. Set the name in type instead.
Take the artwork
The same files the site and the App Store listing use. No other version of the mark is authorised.
The name
FuelSA is one word
Capital F, capital S, capital A. It is never translated, never abbreviated, and never takes an article - on FuelSA, not on the FuelSA.
FuelSA
The only correct setting of the name
- Fuel SAOne word, no space
- FuelSaBoth letters of SA are capitals
- FUELSANever set in all caps, not even in headings
- Fuel-SANo hyphen, and it is never abbreviated
Naming the two versions
- FuelSA
- The product. Correct wherever the distinction does not matter.
- FuelSA Web
- The version that runs in a browser.
- FuelSA for iOS
- The version on the App Store.
Colour
One accent, and two colours that only ever mean price
Every value was checked for contrast on both grounds it can sit on, in both themes, before it was written down.
Accent
--accentThe teal behind the bowser in the icon, and the only colour that carries the brand. It marks every live control: links, primary buttons, the active tab, the focus ring. Nothing decorative is ever painted with it.
#05617A light
#3FC4DE dark
Ink
--inkHeadings, prices, and anything read first.
#0d1117 · #eef1f5 · 17.5:1 / 15.6:1
Muted
--mutedBody copy and supporting text.
#525a66 · #a3acb9 · 6.4:1 / 7.7:1
Faint
--faintTimestamps, captions, legal lines.
#666d79 · #828c9a · 4.8:1 / 5.2:1
Canvas
--canvasThe page, kept just off-white so a card reads as raised.
#f4f6f8 · #0b0e12 · The ground
Card
--cardEvery surface that carries data.
#ffffff · #151920 · The ground
Line
--lineStructure comes from these, not from shadows.
#e3e7ec · #242932 · Hairline
Green and red are spoken for
They mean the direction a price moved, and nothing else - not success, not failure, not emphasis. A coloured number therefore means the same thing on every screen. Colour is never the only signal either: an arrow or a word carries the meaning for anyone who cannot separate the two hues.
Down
--goodA price fell. The good direction, because cheaper fuel is the entire point.
#0a7b4f · #3ed88a
Up
--badA price rose.
#c0342b · #ff6b60
Middle
--midAround the middle of the market, on the map and in the tables.
#8a6300 · #e3b341
Type
Geist, and nothing else
Self-hosted, so no request leaves the origin for type. Three display sizes, one body size, and numerals that hold their column.
Cheapest today
Display 1 · 640 weight · one per page
Where the prices come from
Display 2 · 630 weight · sections
Collection health
Display 3 · 620 weight · cards and sub-headings
Body copy sits at 16px on a 1.5 line height with slightly negative tracking, and in muted rather than full ink - so a heading always wins the page without having to shout.
Body · 400 weight
199.9
Prices · 660 weight · tabular numerals, so digits line up down a column and a price that changes does not shift the ones beside it
Language
How to describe FuelSA
Take this as it stands, or shorten it - as long as the last sentence survives the edit.
FuelSA shows live and past fuel prices for every service station in South Australia. It reads the official South Australian Fuel Pricing Information Scheme feed every ten minutes and records each change as it happens, so it can show what fuel costs now and what it cost before. FuelSA is published by Perspective Global Pty Ltd (ACN 697 873 368) and is not affiliated with, endorsed by or sponsored by the Government of South Australia or any fuel retailer.
Credit the scheme
The prices belong to the South Australian Fuel Pricing Information Scheme. FuelSA collects them and keeps the history; it does not set, verify or control a single price.
Never imply endorsement
Being a registered publisher means FuelSA is allowed to read the feed, not that the government backs it. “Official” and “government app” are both wrong.
Say prices are indicative
Wherever a specific price is quoted, say it is what the retailer reported and may not match the board on arrival.
The reasoning behind the last two is in the Terms of Use and on how it works.
Ownership
Who this belongs to
The name and the mark are the company's. The retailer logos on the site are not.
FuelSA
Published by Perspective Global Pty Ltd (ACN 697 873 368) and developed by Hayden Kong. The artwork above may be used to refer to the product - never as part of another product’s identity, and never in a way that suggests a partnership.
Retailer logos
The station brand logos on the site identify the brand each site reports under and remain the property of their owners. Nothing here grants any right to them. If you own one and want its artwork changed or removed, tell us and it will be actioned promptly.
Anything this page does not cover - an interview, a screenshot at a size that is not published, a use you are unsure about?
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