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Brand Platform

Brand Platform

FreeAgent is on a mission to lead the way to a better workday.

Brand Promise

Our leadership vision is to improve peoples lives through technology.

We believe great enterprise software can bring teams closer together and help them achieve more.

Our brand is trusted by thousands of growing companies to help them collaborate, grow revenue, and delight their customers. We create user experiences that improve work-lives and propel careers.

Brand ‘Feels’

Freedom, agency, simplicity, prosper, modern, momentum, soaring eagle, “next wave”


Hi. We’re FreeAgent.

In a field of complicated and heavy CRM’s, we’re different.

We have a great personality! But, we don’t let it get in the way of our message. Most of all, we’re here to help. You’re busy. We’re experts.

And we care. FreeAgents are passionate about success. It’s more than what we do, it’s who we are.

Also, we like short sentences. Even shorter. Perfect.


Our brand goals in a nutshell

Everyone who interacts with our brand feels inspired.

Everyone who interacts with our team feels supported.

Everyone who interacts with our product feels empowered.


Main logo

The logo lockup of icon + wordmark is the most common and almost-always most appropriate usage of the logo.

Logo variations

Clear space

The logo should always be placed with enough space to ensure a powerful and clear visual image. The amount of clear space is equivalent to half the height of the mark, or 0.5y. It works both vertically and horizontally and must not be altered.

Logos on background colors

The full color logos should only be used on very light or very dark backgrounds.

Don’t use the full color logo on top of a photograph or gradient unless it sits on a very light or very dark area of the image.

The parent brand one-color glyph

The full-color logo is our primary logo.

In cases where we need a single color glyph, please use only either Glacier White or Nightsky Navy for the glyph and the wordmark.

Logo assets

Dowload our logo assets, is the preferred usage for partnerships, co-branding, and in media articles.






Wordmark Reverse

Wordmark NightSky

Wordmark Glacier

Lockup Gradient

Lockup Solid

Lockup Gradient Reverse

Lockup Solid Reverse

Lockup Solid NightSky

Lockup Solid Glacier


Primary brand colors

Our primary brand colors are Growy Green, NightSky Navy, Storm Gray, Platform Gray, and Glacier White. They are used to provide accessibility, simplicity, and consistency throughout all brand communications.

Growy Green


NightSky Navy


Storm Gray


Platform Gray


Glacier White


Extended brand palette

Colors are important to our visual identity; consistency is essential. Our extended brand color palette is the foundation of our brand elements, shapes and tags. Our colors are specified as HEX/RGB colors for digital applications and as Pantone colors for print.

R:18 G:28 B:64
Pantone 533 C
C:96 M:83 Y:42 K:47

R:123 G:137 B:150
Pantone 7544 C
C:57 M:37 Y:31 K:13

R:205 G:214 B:226
Pantone 538 C
C:27 M:15 Y:11 K:0