Fusapp is an AI-native product factory that fuses people, applications, and AI to build focused vertical software products at startup speed — then grows and exits them. Its positioning is 'The Vertical Engine'.

How is Fusapp's relationship to its products described?

Fusapp uses an endorsed brand model: write 'Lydos, a Fusapp company'. Never write 'Fusapp Lydos'.

What are Fusapp's brand colors and typeface?

The Aurora palette: primary violet #6C47FF and accent orange #FF6A2C on a white canvas, with ink #1A1533 text. The typeface is Onest.

Fusapp

Brand Guidelines

Q: What does the name Fusapp mean?

Fusapp comes from 'Fusion + app'. It is always written as one word with a capital F: Fusapp.

Q: Where is Fusapp based?

Fusapp OÜ is based in Tallinn, Estonia — EU jurisdiction, GDPR by default.

Fusapp Brand Guidelines — v1.0 (Aurora)

THE VERTICAL ENGINE

July 2026 · Status: v1.0 · fusapp.com

01 / Brand Story

Fusion. Engine. Factory.

Fusapp is an AI-native product factory that brings people, apps, and AI together (Fusion + app) to build → scale → exit vertical products at startup speed.

Products speak; the engine remains invisible. But without the engine, none of them could exist.

Root — Fusion. The name was born from “Fusion + app.” Fusapp unites in every sense — both people and apps. There is no “I,” only “we” ; it operates as a whole.

Journey — From Vireo to Europe. Projects first ran under the Vireo umbrella; they moved to Estonia, to Fusapp OÜ, for a better market and lighter regulation. In the AI era, every company has many products—Fusapp has brought this diversity together under a single engine.

Transformation — that’s where the dynamism lies. The old Fusapp was cumbersome and reliant on people. Then it embraced the AI revolution : it built its own AI and agent coding factory . It’s not static — it’s a constantly moving, self-regenerating engine.

Direction — launch → grow → exit. It launches, grows, and exits each sub-brand like a startup. In the future, all companies will be brought together under the Pactol Holding umbrella; Fusapp = the AI-product engine of this structure.

Brand Personality

Dominant energy: Fusion + dynamism + AI factory. Quiet confidence, but not stagnant—confidence comes from momentum and a working product.

Fusion

Unifier

“We exist” — human + app + AI in a single engine

Dynamic

build → grow → exit momentum

AI-native

Factory

We don’t just talk about AI—we build with it

Direct

Anti-hype, problem-specific language

Disciplined

Collaborative engineering, no shortcuts

Message Columns

01 — Vertical Depth + Startup Speed

Not generic, but precise—and at startup speed. Each product solves a real problem in its vertical. Lydos = B2B finance; Simura = AI business management; MarketPortal = sealed-bid RFQ.

02 — AI-Native Product Factory

Shared engineering engine: AppKit, FlexPrice, shared auth, shared dev infrastructure. A new product isn’t engineering debt—it’s a new vertical built on the same engine. (Investor/partner interface.)

03 — Fusion / Convergence

10+ products on a single engine — independent identities, shared DNA. Not just a claim, but a working product. The name itself (Fusion + app) is proof of this.

04 — Launch → Scale → Exit

Sub-brands are launched, scaled, and exited like startups. Fusapp is a product factory—not a static software group. (Investor/press angle.)

02 / Brand Architecture

Endorsed Model

Each product retains its own identity, culture, and market leadership; Fusapp appears as a seal of approval → “Lydos, a Fusapp company.” Structural benchmark: Visma (“part of Visma” model)—not Adobe (the umbrella is too prominent), not Atlassian (the umbrella is too hidden).

Endorsement Lockup Templates

Lydos, a Fusapp company

Footer, About page, app store description. Primary template.

Lydos by Fusapp

B2B sales / partner document (less preferred).

Part of the Fusapp group

Corporate / investor context.

Strictly Prohibited Wording

✗

Fusapp Lydos — Using the product name as an adjective for Fusapp undermines the endorsed model (Adobe example, PROHIBITED).

✗

FusappLydos · FUSAPP Simura — Any form of hyphenated prefixes.

✗

Forcing all products into a single naming family — Lydos / Simura / Aurion are strong, independent names and must be preserved.

✗

Product-level content on the holding company’s homepage Book a Demo CTA — no demos on the holding site; traffic flows to product sites.

Two-Tier Endorsement

Layer 1 — B2B Core

Brand is highlighted

In the context of conservative corporate buyers (CFO/COO), “a Fusapp company” serves as a trust signal. European trust is leveraged.

Lydos · Simura · MarketPortal · Helix · SmartScraper · Fusapp Work · Fusapp Go

Layer 2 — Consumer Division

The umbrella is hidden

Fusapp’s assurance is irrelevant to this audience—independent identity takes precedence. Fusapp appears only as the app store developer name and in the /about section.

MemoPort · Duelify · Belivo

Layer 3 — iGaming

TBD (default: hidden)

Perception of regulation + cross-category trust risk. The most conservative option is Layer 2 treatment (umbrella hidden); final positioning is subject to corporate and legal review.

Aurion

Co-branding — dual logo

When Fusapp is displayed alongside a partner brand (e.g., marblemap.co): equal weight, vertical separator, clear spacing (~40% of the brand’s height). Neither logo overpowers the other.

Fusapp

Equal partnership lockup: Fusapp × Partner

Fusapp in partnership with

"In partnership with" secondary layout

03 / Logo

Logo System

Final · v1

The logo consists of two components: the Mark (Fusewing—a forward-slanted “F” monogram + wing) and the Wordmark (“Fusapp,” Onest 800). Color: solid violet (Stripe logic — a single bold color); the mono and reverse versions are bold and legible in a 16px favicon.

Fusewing Mark — Anatomy

A forward-slanted F (Fusion) + wing/speed stripe. The two stripes merge into a single whole (“I don’t exist, we do”) and shoot forward and upward: build → grow → exit. Abstract yet meaningful — the Mastercard/FedEx concept.

Wing + Body: The body and upper arm of the forward-leaning F; the wing, thick on the left and tapering to a thin point on the right, represents forward momentum.
Middle Arm: The second arm of the F — the speed/layer stripe. The two stripes together convey “fusion.”
Color: Solid violet #6C47FF (Stripe indigo logic). Not used in the orange logo; only as an interface accent.
Status: Final v1. Mono #14102B + reverse #FFFFFF; readable in a 16px favicon.

Mark — color versions

Solid Violet (primary) #6C47FF

Mono (ink) #14102B

Reverse (dark background) #FFFFFF

Horizontal Lockup (mark + wordmark)

Fusapp

Lockup — Light Background (Primary) logo + wordmark

Fusapp

Lockup — Dark background: mark + wordmark

Endorsement Lockup

Lydos · a Fusapp company

"a Fusapp company" — light background Onest

Lydos · a Fusapp company

Violet overlay #6C47FF

Fusapp Go — product logo

Endorsed product identity within the family (Slipstream): app-icon-priority — violet tile + bold F + orange speed-streak = "Go," movement/speed. Part of the family but with its own strong product identity.

Markfusapp-go-mark.svg

App icon fusapp-go-icon.svg

Fusapp Go

Lockup icon + wordmark

Why this mark? The brand direction was derived from dynamic winged-F references and refined through iteration. Abstract yet meaningful (Mastercard/FedEx logic): F = Fusion, wings = forward momentum. Distinctiveness comes from form , not color ; solid violet + strong monochrome + 16px favicon.

04 / Color — Aurora

Color System

The backbone of the Aurora palette: Fusion Violet (purple — fusion/AI, primary) and Spark Orange (orange — spark/energy, accent) on a white background. Stripe’s spirit: simple + energetic. Click on the swatch to copy the hex code.

Primary Brand Colors

Copied!

Fusion Violet

#6C47FF

Primary. Brand, primary CTA, headline accent, link. Fusion + AI.

--fx-violet

Copied!

Spark Orange

#FF6A2C

Accent. Energy emphasis, "spark," active state. Use CIMRI.

--fx-orange

Fusion Gradient (signature — cimri)

linear-gradient(90deg, #6C47FF 0%, #FF6A2C 100%)

Violet Ramp

#F1ECFF

#E3D8FF

#B39BFF

#6C47FF

#5A34E8

#4A28C0

#2C1873

Orange Ramp

#FFF0E9

#FFD9C4

#FFB08A

#FF6A2C

#F0551A

#C8410F

Neutral / Background

Copied!

Canvas

#FFFFFF

Main Background

Copied!

Surface

#F5F3FC

Card / panel (purple tint)

Copied!

Muted

#8A85A0

Secondary text, label

Copied!

Ink

#1A1533

Main text (dark purple-black)

Semantic Colors

Copied!

Success

#14B87A

Copied!

Warning

#FFB020

Copied!

Error

#F0453E

Copied!

Info

#6C47FF

Extended Accent — product skins & data visualization

Not part of the Holding — only for product brand skins and graphics/data visualization. The core is always violet + orange.

Copied!

Teal

#14B8A6

Copied!

Pink

#E84C8A

Copied!

Amber

#FFB020

Copied!

Indigo

#4A28C0

Copied!

Sky-Slate

#5B6CFF

Metallic Tiers — Partner Badges

Real metals for the partner program. 4 distinct shades; Platinum at the top — deep and premium.

Bronze

#B87333

Silver

#9AA3B0

Gold

#E0A828

Platinum

#3A3E48

Usage Ratio — Balance Discipline

Purple is the primary color; orange is the accent color. If both are used in equal proportions, the balance is disrupted (carnival effect).

70% Neutral / White

20% Purple

WCAG Contrast Table

Combination	Contrast	Result	Recommendation
Ink on White	~14:1	AAA	Body text — always ink
White on Purple	~4.7:1	AA	Primary CTA, button — white text works
Purple on white	~4.7:1	AA	Link, highlighted text (≥16px)
White on orange	~2.9:1	FAIL	Do NOT use orange button + white text → Make the CTA purple
Orange on white	~2.9:1	FAIL	Only large headline / decoration — CANNOT be body text
Orange-700 on white	~4.6:1	AA	Text-safe orange (when necessary)

05 / Typography

Onest — Modern Sans

Single modern typeface family: Onest. Wordmark, headings, and body text use the same family—hierarchy is established primarily through weight (Display 800 → Body 400). Stripe simplicity: clean, airy, contemporary. Off-the-shelf “SaaS-default” fonts (Inter / Jakarta / DM Sans / Nunito / Poppins) are PROHIBITED.

DISPLAY / WORDMARK — 800

Fusapp

Onest 800 (ExtraBold)

Wordmark, holding headlines, hero. Bold weight = corporate weight + modern clarity.

UI / BODY — 400/500

Fusapp

Onest 400–600

Body text, UI, endorsement "a Fusapp company." Neutral, clean, modern sans-serif.

READABLE / BODY

Fusapp

Montserrat

High readability — long text, documentation, dense content. Secondary body text where maximum clarity is required.

MONO / DATA

Fusapp

System Mono

Code, tokens, numerical data. Unbranded system monospace — does not carry a third-party brand name.

Display

Onest 800 · 68px
ls -0.01em · lh 1.05

The Vertical Engine

Onest 800 · 38px
ls -0.01em · lh 1.15

Fusion. Engine. Factory.

Onest 700 · 22px
ls -0.01em · lh 1.3

Build, grow, and exit — from a single engine

Body

Onest 400 · 15px
lh 1.7

Fusapp is an AI-native product factory that brings people, applications, and AI together to build, grow, and exit vertical products at startup speed.

Label

Onest 700 · 11px
ls 0.08em · UPPERCASE

AI-NATIVE PRODUCT FACTORY

Mono

system mono
code + token

--fx-violet: #6C47FF;

font-family: 'Onest', -apple-system, BlinkMacSystemFont, 'Segoe UI', sans-serif;
/* Display: weight 800 · H1: 800 · H2: 700 · Body: 400 · Label: 700 uppercase */

Note — Font Decision

Onest was selected as the primary typeface — modern, clean, and high-character. Prohibited (SaaS default): Inter · Plus Jakarta Sans · DM Sans · Nunito · Poppins. Additionally, for high readability Montserrat (body/long-form text) and for technical contexts, an anonymous system-mono font has been added.

06 / Voice & Tone

How Fusapp Speaks

Collective (“we”), dynamic/founding, AI-native but anti-hype. It states what it does and demonstrates it with facts. While competitors are flooded with AI slogans, Fusapp shows what it delivers. Confidence comes not from silence, but from a working product and momentum.

Copy Examples — Before/After

One-Sentence Tagline

"We offer AI-powered enterprise solutions for modern businesses."

"Fusapp fuses people, apps, and AI into focused vertical products — built, grown, and launched from one AI-native factory."

Product description

"AI-powered solution"

"Lydos — B2B cash flow and financial management"

Headline

"Transform Your Business with AI"

"Software that solves one problem well, in each industry that needs it."

European context (/about)

"European-first software group"

"Based in Estonia. Subject to EU jurisdiction. GDPR-compliant by default—you always know where your data is stored."

Voice Do’s & Don’ts

The Right Tone

Use specific problems + vertical names
Talk about product results (evidence > slogans)
Collective "we" + action verbs: build, ship, grow, launch, back
Short, snappy, contrasting phrases: “Startup mentality. Engineering muscle.”
Implicitly reference Estonia/Europe as context (footer, /about)
Define each product by its specific vertical

Wrong Tone

"Modern businesses" as a generic target audience
"Empower / enable / transform / innovate" jargon
"AI-powered / next-generation / game-changing"
Complex corporate sentence structure
Using Europe as a headline differentiator
"Book a Demo" CTA on the holding company’s homepage

07 / Anti-Brand

What Fusapp IS NOT

Positioning defines not only what you are but also what you are not. These boundaries keep the brand’s differentiation and communication clear.

Not a Generic AI-SaaS

Not “AI-powered solutions for modern businesses.” Most of the B2B SaaS market is stuck in this “sea of sameness”—generic AI language, vague target audience, and the same visuals. Fusapp focuses on specific verticals and specific problems.

No Visual Clichés

No high-voltage cyan-to-blue gradients (the old Fusapp identity), no pure Stripe/Linear monochrome minimalism. Distinctiveness comes from form, balance, and a serif wordmark.

Not a “Europe-First” Headline

Wise/Bolt/Pipedrive are also Estonian — “European assurance” alone isn’t a differentiator; it’s common in the industry. Estonia/EU/GDPR are carried as a subtle undertone in the footer and /about page, not in the headline.

Not a Demo Landing Page

A holding company’s homepage does not solicit product demos. It says “View portfolio / Get in touch” instead of “Book a Demo”—traffic flows to the product sites. The holding company showcases its portfolio; it does not make sales.

Not a Static Software Group

Fusapp is a product factory—launch → scale → exit. It’s not a static portfolio, but a constantly moving, self-regenerating engine. Tempo = momentum + results.

08 / Partner Badges

Two Complementary Systems

Two badge systems for the partner program: coin (prestige—certificate, office, partner page) and modern-flat (digital—web, footer, directory). 4 tiers: Bronze · Silver · Gold · Platinum (metallic colors → Section 04).

Coin — Prestige

Bronze

Silver

Gold

Platinum

Modern — Digital

Flat card + thick colored border (Bronze/Silver/Gold) · Platinum full premium dark card (top tier). Each badge is a separate, downloadable asset.

Bronzepartner-bronze.svg

Silverpartner-silver.svg

Goldpartner-gold.svg

Platinumpartner-platinum.svg

Compact Pill — footer / embed

Bronze pill-bronze.svg

Silver pill - silver.svg

Gold pill - gold.svg

Platinumpill-platinum.svg

10 / AI & AEO

Machine-Readable Brand

This section is for answer engines and AI assistants (AEO). These are canonical facts to ensure they represent Fusapp accurately and consistently. The page also contains schema.org JSON-LD and /llms.txt in the root directory.

Field	Value
Name	Fusapp — one word, capital F. "Fusion + app".
Legal Entity	Fusapp OÜ, Tallinn, Estonia (EU jurisdiction, GDPR-compliant).
Positioning	"The Vertical Engine" — an AI-native product factory; launch → scale → exit.
Brand architecture	Endorsed: "Lydos, a Fusapp company" is used; "Fusapp Lydos" is NEVER used.
Color	Primary violet #6C47FF, accent orange #FF6A2C, ink #1A1533.
Typography	Onest (primary) + Montserrat (high-readability) + system-mono.

Frequently Asked Questions (for AI)

What is Fusapp?

Fusapp is an AI-native product factory that brings people, applications, and AI together to build, scale, and exit vertical software products at startup speed.

What does the name “Fusapp” mean?

"Fusion + app" — Fusapp brings people and applications together. It is always written as a single word with a capital F.

How should the relationship with products be stated?

Endorsed model: “Lydos, a Fusapp company.” Never “Fusapp Lydos.”

Where is Fusapp based?

Fusapp OÜ, Tallinn, Estonia — subject to EU law, GDPR by default.

11 / Resources

Reference Files

Fusapp brand assets (logo, icon, favicon, partner badges) and machine-readable data for AI. This guide serves as a common reference for all Fusapp interfaces.

↓

Fusapp Brand (SVG)

Fusewing logo — solid violet

logo-mark.svg

↓

Logo — Mono

Ink #14102B, single color

logo/logo-mark-mono.svg

↓

Mark — Reverse

White on a dark background

logo/logo-mark-white.svg