Visual Elements
Overview
Foxit’s visual identity is brought to life through carefully designed elements that add depth, character, and consistency to our brand. These elements, from our rounded CTAs to our iconography, patterns, and mascot, help to create a cohesive and engaging experience across all touchpoints. Each graphic has been crafted to reflect our brand values while ensuring a professional and modern aesthetic.
This section covers the design principles behind our CTAs, icon treatments, wave and dot patterns, glassmorphism effects, data visualizations, and the Fox mascot. These elements are designed to work seamlessly together, reinforcing our brand’s personality and enhancing the clarity and impact of our communications.
CTA Design
Call-to-action (CTA) buttons are an essential design element, guiding users and driving engagement. Foxit CTAs follow these guidelines for consistency and effectiveness:
Structure
Appearance
Height
Hug
Width
Hug
Radius
5-10px
Padding
Top & Bottom: 16px
Left & Right: 32px
Font Size
18px
Shape: Rectangular with subtly rounded corner radius. Avoid overly rounded "pill-shaped" designs.
Primary Color: Foxit Orange with white text for high visibility.
Secondary Color: Eclipse with white text for contrast.
Typography: All text is set in Open Sans, using Semibold or 600 weight to ensure legibility against solid color backgrounds.
Content: Limited to a maximum of three words, keeping messaging concise and actionable.
Iconography
Our iconography follows a clean, modern style with the option for color accents to add vibrancy. Icons can either feature a color-accented design or a solid color treatment using our brand palette.
Color-accented icons: One section of the icon uses Foxit Orange or Shadowberry, while the other section is a neutral color (white or black).
Solid color icons: Icons can be rendered entirely in a solid color from our palette, or neutral tones (white or black).
Graphic Patterns
Waves: The wave pattern reflects the dynamic, fluid nature of our brand. It symbolizes movement and connectivity, making it an ideal graphic element for backgrounds or design accents. When used, the wave pattern should be subtle, providing texture and depth without overpowering other design elements. It should align with the overall layout and never distract from the main content.
Dots: The dot pattern adds a sense of precision and structure, reinforcing our brand's clean, modern aesthetic. It can be used sparingly to create visual interest and texture within designs. Dots should be subtle, with varying sizes or densities to provide balance, and should be applied in a way that complements the rest of the composition. It should not overwhelm or compete with primary messaging.
Fox Mascot
Our Fox Mascot brings personality and warmth to the brand, providing a friendly and approachable touch that connects with our audience. Designed with a business casual look, the Fox Mascot represents our modern, dynamic brand while still maintaining a professional tone. The mascot’s tail echoes the tail in the X of our logo, reinforcing our visual identity and creating a cohesive brand experience.
The mascot serves as a visual representation of our company’s spirit—energetic, engaging, and professional. Its playful yet sophisticated design allows us to break through the formalities of traditional business visuals, offering a more human side to our brand story.
Data Visualization
Data visualization is essential in conveying complex concepts, trends, and patterns in an easily digestible and impactful way. It enables us to transform dense information into clear, accessible visuals that enhance understanding and decision-making.
Primary Colors: Foxit Orange, Shadowberry, Eclipse, and White are the core colors for data visualizations. Tints and shades may be utilized to differentiate subgroups or data points within graphs.
Call-Out Numbers: Large-scale call-out numbers should be set in Foxit Orange or Shadowberry to ensure they stand out and capture attention.
Depth and Clarity: Subtle gradients and drop shadows can add dimensionality, but should never detract from the legibility and clarity of the data. Always prioritize readability over decorative effects to maintain a clean and focused design.
Glassmorphism
Glassmorphism adds dimensionality and depth to our visual identity, using subtle geometric shapes with a glass-like effect. This design approach creates a sense of layering and interaction between elements, where graphics or photography overlap and intersect. The opaque, frosted look enhances the visual relationship between objects, giving a sense of space and transparency. It’s used selectively to provide focus and highlight key elements without overwhelming the composition. This technique supports a clean, modern aesthetic while maintaining a sense of lightness and clarity in our designs.
