Brand essentials.
Fluxa is a UK registered trademark. The name, the wordmark, and the design system below are protected under the Trade Marks Act 1994 and registered with the UK Intellectual Property Office. Use of the ® symbol on this site is lawful because the mark is registered; using ® on an unregistered mark is a criminal offence in the UK.
The page below is the public reference for anyone outside Fluxa Ltd who needs to use the name, the wordmark, or the colours. Partners, journalists, integration documentation, merchants adding a Powered by Fluxa badge to a checkout page, and design teams building anything that references Fluxa, all of you start here. Anything not covered, write to brand@fluxapay.co.uk before you ship.
This statement covers fluxapay.co.uk, pay.fluxapay.co.uk, dashboard.fluxapay.co.uk, and docs.fluxapay.co.uk. It is reviewed quarterly. The brand kit is current as of May 2026.
Logo and wordmark.
The Fluxa wordmark is the primary brand mark. It is a custom-set wordmark, not a generic typeface. There is no separate icon mark and no separate avatar; the orb on the homepage is a visual motif, not a logo, and is not a substitute for the wordmark.
Fluxa Blue on white
White on Fluxa Blue
Primary wordmark
The wordmark is set in Plus Jakarta Sans at a fixed weight. It is supplied as a vector (SVG) and as raster (PNG at 1x, 2x, 3x). Always use the supplied file; do not retype the word in Plus Jakarta Sans and call it the wordmark. The vector file is the source of truth for letter spacing, sizing, and the trailing trademark symbol.
Colour variants
Two production variants are shown above. Fluxa Blue (#1860B0) for light surfaces. White (#FFFFFF) on solid Fluxa Blue, on dark backgrounds, or on dark photographic backgrounds. An Ink monochrome variant (#0A1628) for special applications where blue clashes with surrounding brand colour is available from the brand inbox. No other wordmark colour is permitted.
File formats supplied
SVG for the web and any vector application. PNG at 1x / 2x / 3x for raster contexts that do not accept SVG, including older email clients and some marketplace listings. EPS for print available on request. There is no JPG version because JPG cannot hold a transparent background without artefacts on a coloured surface.
Need a format not listed?
Write to brand@fluxapay.co.uk with the use case (partner badge, press article, app store listing, embroidery file, plotter file). Same-day response in working hours; one working day otherwise.
Clearspace and minimum size.
The wordmark needs room to breathe. Clearspace is the minimum exclusion zone around the mark; nothing else, no other logo, no text, no image edge, no UI control, may enter that zone.
1F
1F
1F
1F
Minimum digital
72 px wide
Minimum print
22 mm wide
Clearspace
Clearspace is measured by the cap height of the wordmark’s F. A clearspace of one F-height is required on all four sides at all times. When the mark is paired with a partner logo, both logos must sit on the same baseline and be set to the same optical height; do not crop the partner logo to make Fluxa look bigger or smaller.
Minimum size, digital
The wordmark must never be reproduced below 72 pixels wide on a digital surface (web, app, video, presentation). At this size the registered-trademark symbol is still legible at typical viewing distance. If the layout cannot accommodate 72px, do not use the wordmark; use no logo, not a stretched or replaced one.
Minimum size, print
The wordmark must never be reproduced below 22mm wide in print. Below this size the letterforms close up and the mark is no longer legible at arm’s length. The same rule applies to physical promotional items, badges, and signage.
Placement
Top-left or bottom-left of the page or surface, aligned to the layout’s primary baseline grid. Centre placement is only acceptable when the wordmark is the single focal element on the surface (a holding page, a single-product physical item, a vertical poster). Top-right or bottom-right placement is reserved for paired-logo contexts where Fluxa is the partner.
Colour palette.
Fluxa Blue is the single ownable colour. Everything else supports it. Do not introduce new colours when communicating about Fluxa, and do not shift the blue toward teal, navy, or purple.
Typography.
One typeface. Plus Jakarta Sans for everything across the public site, in regular and ExtraBold weights. No display font, no script font, no third typeface.
Aa
Plus Jakarta Sans
Primary · variable 200–800
Display + body
Hero h1 & section h2 weight 530
SIL Open Font License
Plus Jakarta Sans weight stack
Hello, Fluxa.400 · Body
Hello, Fluxa.500 · UI strong
Hello, Fluxa.530 · Display h1/h2
Hello, Fluxa.600 · Sub-emphasis
Hello, Fluxa.700 · Card names
Hello, Fluxa.800 · Social graphics only
Hierarchy
Hero h1 clamp(28px, 1.8vw + 14px, 46px), weight 530. Section h2 clamp(28px, 3vw, 36px), weight 530. Sub-section h3 18px, weight 700. Body 16px, weight 400, line-height 1.7. Small labels 11px uppercase eyebrow, weight 700. Never use h1 outside the hero; never skip a heading level.
Sizing rules
Headings use a clamp() scale so they shrink predictably on narrow viewports. Body never goes below 16px on body copy or 14px on small UI text; smaller than that is the legal small-print exception only. Line-length on body prose targets 75-90 characters; longer is harder to read, shorter feels choppy.
Letter-spacing
Display sizes use -0.02em (slightly tight, anchors the weight). Body uses default. Uppercase eyebrow labels use +0.06em (loose, lets the caps breathe). Never use letter-spacing on body prose; never use letter-spacing > 0.1em on any element.
Voice and tone.
Anti-hype. Builder voice. Casual British English. The reader is a UK business owner or a developer who has seen payments marketing before. Tell them what we do, what we do not do, what it costs, and what we are still working on. Nothing else.
British English, always
British spellings: colour, organisation, behaviour, licence (noun) / license (verb), realise. Currency: £ before the figure, no space (£100). Dates: 5 October 2023, not October 5th 2023. Phone: spaced UK format. Do not use Americanisms even in technical writing.
Sentence case
Headings, buttons, navigation, link labels: all sentence case. Try the demo, not Try The Demo. The only exceptions are proper nouns, abbreviations, and the uppercase eyebrow labels which are styled, not capitalised, by CSS.
No em dashes, no exclamations
Em dashes get replaced with commas, semicolons, or a full stop. Exclamation marks never appear in user-facing copy; nothing in payments is exciting enough to warrant one. Both rules are enforced in code review against any Fluxa-authored writing.
What we do not write
No phrases like revolutionary, game-changing, seamless, cutting-edge, best-in-class, industry-leading, frictionless, powerful, delight, journey (in a UX sense), unleash, empower, or simply. They are filler that makes the reader switch off.
Numbers and claims
Every number we publish has a source the reader can check. Effective rates cite the issuer or the scheme; volumes cite the date the figure was true; uptime cites the measurement window. No claim like over 1,000 merchants without the date and definition behind it.
Imagery and orbs.
Fluxa does not use stock photography of smiling people, abstract gradient backgrounds, or generic fintech illustrations. The visual identity is built from a single graphic motif (the Fluxa orb) and product screenshots taken from real dashboards.
The Fluxa orb
A five-layer radial gradient rendered to canvas. The orb is the visual signature on the homepage hero, agent cards, and the contact CTA. RGB construction is fixed: outer halo rgba(24, 96, 176, 0.22 to 0); atmosphere rgba(120, 180, 235) to rgba(24, 96, 176, 0); body rgba(220, 235, 252) to rgba(80, 150, 220); core white; specular highlight upper-left. The orb is decorative; it is never a logo substitute.
The wave bed
The pale Fluxa Blue wave field that runs across every section hero is also canvas-rendered. 140 wave lines, three-wave superposition (amplitudes 10, 6, 3), band centre 0.5, band height 0.32. It is a brand motif, not an asset; do not screenshot and reuse it as an image.
Product screenshots
Always real surfaces from the actual product, never mocked. UI text in screenshots stays in British English. Customer data is always test data: acme-cards.test, fluxa-test-merchant-01, fictional names. No real merchant or cardholder data ever appears in marketing imagery.
Social graphics
Square 3240 by 3240 px (4K). Fluxa Blue background. Plus Jakarta Sans ExtraBold at weight 800. A single white ghost diamond watermark at 9% opacity, full height, half-visible at the right edge. No other watermarks. Body copy follows the same voice and tone rules as the website.
Powered by Fluxa.
Merchants who process payments on Fluxa can display a Powered by Fluxa badge on their checkout, footer, or trust page. The badge has its own ruleset because it is the only context in which a third party may reproduce the Fluxa mark on a commercial surface.
Light backgrounds
Powered by
Dark backgrounds
Powered by
Who can use it
Any active Fluxa merchant in good standing, for the duration of the merchant agreement. The badge must be removed from any surface where Fluxa is no longer the active payment processor. Channel partners and integrators have a separate co-branded mark; write to brand@fluxapay.co.uk.
Two badge variants
White-on-blue and blue-on-white, shown above. Both are supplied as SVG and PNG. The badge is the wordmark with the Powered by label and an integrated trust frame; it is not a free recombination of the wordmark and a custom phrase. Do not write Powered by Fluxa in your own typography.
Where to put it
The badge belongs on the checkout (near the pay button), in the site footer trust row, on the merchant’s trust or security page, and inside email receipts. It does not belong in the main navigation, on hero pages, or anywhere that implies Fluxa endorses, audits, or guarantees the merchant’s product. Fluxa is the payment processor; that is the only claim the badge makes.
Linking
The badge should link to fluxapay.co.uk or, when the merchant prefers, to the merchant’s own /security or /trust page that names Fluxa as the processor. rel="noopener" on any new-window link is required for security. The badge is never a tracking pixel; it carries no analytics.
What not to do.
The single rule: do not modify the supplied mark. The visual grid below shows correct usage on the left, common violations on the right.
Do
✓
Use the supplied wordmark, unaltered, in Fluxa Blue or white only.
Don't
✕
Recolour the wordmark to any colour outside the three approved variants.
Don't
✕
Stretch, squash, or scale the wordmark non-uniformly.
Don't
✕
Rotate, skew, or set the wordmark off its horizontal baseline.
Don't
✕
Add drop shadows, glows, outlines, embossed bevels, or gradient overlays.
Don't
✕
Plus
Append text, sub-product names, or combine with another logo.
Do not recolour
Fluxa Blue, White and Ink are the only three wordmark colours. Do not gradient-fill, do not duotone, do not invert, do not apply a colour from your own brand palette. If your surface conflicts with all three colours, use no logo rather than a wrong one.
Do not distort, rotate, or skew
The wordmark is supplied at a fixed aspect ratio. Stretching, squashing, rotating off a horizontal baseline, skewing for perspective, applying a curve to the baseline, or wrapping it around a 3D surface are all prohibited. Scale uniformly only.
Do not retype or recreate
The wordmark is custom-set; do not approximate it by typing the word in Plus Jakarta Sans. The supplied SVG is the only correct version. AI-generated or auto-traced versions of the wordmark are not acceptable substitutes even when visually close.
Do not add effects
No drop shadow, no glow, no outline, no embossed bevel, no gradient overlay, no animation on the letters themselves. The orb motif may animate; the wordmark does not. The wordmark may sit inside an animated container, but the mark itself stays still.
Do not combine with other marks
No lockups with a partner logo where the two marks are merged, overlapping, or sharing letters. No version of the wordmark with extra text appended (Fluxa Plus, Fluxa Pro, Fluxa for [Vertical]). Sub-products are named separately and use the Fluxa mark in proximity, not in fusion.
Do not imply endorsement
The Powered by Fluxa badge confirms that Fluxa is the payment processor. It does not say Fluxa endorses the merchant, audits the merchant’s product, or guarantees the merchant’s service. Marketing copy that pairs the badge with claims of approval, audit, or insurance is a breach of the marks usage rules and will trigger a takedown request.
Trademark and legal.
Fluxa® is a registered trademark of Fluxa Ltd in the United Kingdom (Companies House registration number 17028144, registered in England and Wales). The wordmark is registered with the UK Intellectual Property Office under the relevant classes for payment processing and related financial technology services.
Use of the ® symbol on this site, in product surfaces, and on partner badges is lawful because the mark is registered. Use of the ® symbol on an unregistered mark is a criminal offence in the United Kingdom under section 95 of the Trade Marks Act 1994. If you reproduce the Fluxa wordmark on your own surface, the ® symbol must appear at first or most-prominent reference on that surface; it does not need to repeat at every mention. The ® may sit at the upper-right corner of the wordmark or immediately after the word.
UK trademark protection lasts ten years from the filing date and is renewable indefinitely on payment of the renewal fee. The trademark must be used in the form registered; substantial deviation, including stylised re-renderings, may fall outside the registration. The mark must be used within five years of registration to avoid revocation for non-use, which Fluxa demonstrably is.
The marks usage rules on this page apply globally. Any third party reproducing the Fluxa name or wordmark in a country other than the United Kingdom should consider local trademark law in addition to these rules. Fluxa Ltd reserves the right to enforce its trademark against unauthorised use, including filing for takedown with hosting providers, marketplaces, app stores, and registrars, and to seek injunctive and monetary relief through the UK courts.
Nothing on this page constitutes legal advice. Specific questions about marks usage, partner co-branding, or trademark enforcement should be sent to legal@fluxapay.co.uk.
Press and media.
A single inbox for journalists, analysts, and anyone else writing about Fluxa. Responses inside one working day; same day for time-sensitive enquiries.
Press contact
press@fluxapay.co.uk. Founder Paul Jones is the on-record spokesperson for product, strategy and pricing. Compliance and operations enquiries go via the press inbox and route from there. Photo requests, fact-checks, and quote approvals are turned around inside one working day.
Press kit contents
The press kit contains the wordmark in all three colour variants (SVG and PNG at 1x, 2x, 3x), the Powered by Fluxa badge (both variants), the company fact sheet (registered name, company number, registered address, FCA position, processing scope), and an approved founder bio at three lengths (one line, one paragraph, full).
Company facts
Fluxa Ltd. Registered in England and Wales, company number 17028144. Registered office: London, United Kingdom. Trading as Fluxa. Founded 2025. UK-registered trademark, Trade Marks Act 1994. Card processing is provided in compliance with PCI-DSS via Fluxa’s payments partner; Fluxa Ltd does not itself hold, control or distribute merchant funds. Full corporate detail in the press kit.
What we do not do
Fluxa does not pay for editorial coverage, paid editorial placement, or guest-post link buys. Fluxa does not gift staff to journalists. Any product loan or hosted demo is arranged through the press inbox and disclosed in the resulting coverage. Fluxa is not affiliated with, endorsed by, or partnered with any of the payment processors named on the compare page; comparison copy is for factual price reference only.