Twenty-five marks for Valere CRM, every one at the same size, so they can be compared side by side. Each starts from something in the product: the letter V, the land a deal starts from and the homes it ends in, the one connected record, the handoff between the five functions, the Health Score, the funnel, the morning meeting, the signature at the end. The app has one mark today, a blue tile with a V; it is the first of the twenty-five and the baseline. None of the other twenty-four is in the app.
Every mark is shown in the action blue on white and in white on the navy of the sign-in panel, beside the name as the auth card sets it, and at the three sizes the app would show it: 28 px in the sidebar, 32 px on the auth card, 16 px in the browser tab, which has no icon today. The marks are SVG on a 64-unit grid; every color is one of the app’s tokens, lightened on navy where the sign-in boards do the same.
Since 2026-10-08 the app carries the designer’s delivered mark, which replaced the traced stand-in of (2); the others stay proposals. The names are working names for this page, not proposed product names.
Side by side
All twenty-five at one size, on white and on navy. Then all twenty-five at the sidebar’s 28 px and at the 16 px of a browser tab, because a mark that does not survive the tab is not a mark.
On white
The action blue, primary-600, on the white of a card.
The same twenty-five in order, at 28 px as the sidebar shows its mark, and at 16 px as a browser tab would.
28 px, the sidebar
16 px, the browser tab
16 px on navy
What to look for
At 16 px, in one color. The browser tab and a favicon file get no second color and no detail. Home, Tick, Valley, Pin, Disc, Funnel and Strata keep their shape there; Steps, Connected record, Health ring, Plots and Five functions need 24 px and up; Handoff rail is a striped V; Morning and Signature lose their small part and become a plain V.
On navy. The sign-in panel is navy. A mark with a knockout (Letter tile, Disc, Pin, Home, Plot, Strata, Connected record, Steps) inverts by itself; Two phases, Field, Handoff rail and Five functions need their second colors lightened, as shown.
Beside the name. At 28 and 32 px the mark sits left of "Valere CRM" in Semibold. A tall or wide mark (Pin, Home, Funnel) wants a little more room than the square tile had.
Saying something. Letter tile, Disc and Tick say nothing about land; Valley, Contours, Plot, Pin, Home, Plots, Strata, Field and Morning say land or the business; Connected record, Two phases, Steps, Handoff rail, Five functions, Funnel and Meeting point say how the product works; Health ring and Upturn say what it measures; Signature says how a deal ends.
1. Letter tile
In the app until 2026-10-08
The mark the app had until 2026-10-08, kept here as the baseline: a blue tile with a bold V in Inter. The design concept's mark replaced it.
At one size
The mark at 72 px on white and on navy, and beside the name at the auth card’s 32 px.
On whiteOn navy
Valere CRM
With the name
Valere CRM
With the name, on navy
Where the app shows it
Valere CRM
Sidebar, 28 px
Valere CRM
Auth card, 32 px
Valere CRM
Browser tab, 16 px
Notes
Idea
The letter alone, on the action blue. It said nothing about the product, and nothing wrong either.
Drawn from
The sidebar and the auth card: a bg-primary-600 rounded-md square, size-7 and size-8, with a font-bold V (Sidebar.tsx, form.tsx).
Small
It is 28 px today. At 16 px the V is still a V.
Color
The tile is primary-600. On navy it turns white with the V in navy, as the Live app sign-in board draws it.
2. Design concept
In the app since 2026-10-08
The mark of Apiko's design concept: a roof with its chimney over two strata of land, white on a blue tile. Traced from the concept's slide and in the app as a stand-in until the designer delivers the artwork.
At one size
The mark at 72 px on white and on navy, and beside the name at the auth card’s 32 px.
On whiteOn navy
Valere CRM
With the name
Valere CRM
With the name, on navy
Where the app shows it
Valere CRM
Sidebar, 28 px
Valere CRM
Auth card, 32 px
Valere CRM
Browser tab, 16 px
Notes
Idea
The homes and the land under them: the roof is what a deal ends in, the strata the ground it starts from.
Drawn from
The logo slide of the design concept, traced on a 32 grid (doubled here). The app draws it with the Logo component (web/shared/components/Logo) and as favicon.svg; a new mark replaces the path in both.
Small
At 16 px, the browser tab, the roof and the two strata still read; the chimney becomes a notch.
Color
A tile with a knockout: white on primary-600 in the sidebar and the favicon, primary-700 on white on the sign-in panel.
3. House, filled
Proposed
A solid house with a chimney on the left slope, its lower body cut by two land-strata slots that stop at the right wall, so the mark is one filled glyph. The direction of Apiko's design concept (a roof over strata), drawn fresh as a silhouette.
At one size
The mark at 72 px on white and on navy, and beside the name at the auth card’s 32 px.
On whiteOn navy
Valere CRM
With the name
Valere CRM
With the name, on navy
Where the app shows it
Valere CRM
Sidebar, 28 px
Valere CRM
Auth card, 32 px
Valere CRM
Browser tab, 16 px
Notes
Idea
A home on the land in one shape: the roof says homes, the strata say land. Filled, so it survives any size. A simpler take on the design concept's mark.
Drawn from
The concept's mark (a roof outline with wave lines inside), made as a silhouette; drawn on a 32 grid, doubled here.
Small
At 16 px the roof and two slots are still there; the chimney becomes a notch.
Color
One color through currentColor: the action blue on white, white on the sign-in panel's blue.
4. Roof, outlined
Proposed
A roof outline open at the bottom, a chimney step on the left slope and two strata lines inside, all in one 3-unit round stroke. A line drawing of the concept's own mark.
At one size
The mark at 72 px on white and on navy, and beside the name at the auth card’s 32 px.
On whiteOn navy
Valere CRM
With the name
Valere CRM
With the name, on navy
Where the app shows it
Valere CRM
Sidebar, 28 px
Valere CRM
Auth card, 32 px
Valere CRM
Browser tab, 16 px
Notes
Idea
The concept's roof as a line drawing: open at the bottom, so the strata read as the land the house stands on.
Drawn from
The concept's mark, with the wave lines straightened so they hold at small sizes.
Small
At 16 px the strokes are 1.5 px; the two lines merge toward one. It needs 28 px to be itself.
Color
One color through currentColor.
5. Valley
Proposed
The V as a piece of land: level ground on both sides and the dip between them. Every deal starts from a piece of land, and the first team on it is called Land.
At one size
The mark at 72 px on white and on navy, and beside the name at the auth card’s 32 px.
On whiteOn navy
Valere CRM
With the name
Valere CRM
With the name, on navy
Where the app shows it
Valere CRM
Sidebar, 28 px
Valere CRM
Auth card, 32 px
Valere CRM
Browser tab, 16 px
Notes
Idea
A section through a valley, which happens to be the letter. The ground line makes a plain V into a place.
Drawn from
The Site, the hub record, and the Land to homes sign-in board, which also starts from a field.
Small
At 28 px the ground is a 2 px line on each side; at 16 px it is a hair, and the V alone carries the mark.
Color
One color. It takes the ink of wherever it sits: primary-600 on white, white on navy.
6. Contours
Proposed
Three contour lines of a valley, as a map draws the land. The lines close in on the bottom of the valley like the deal closes in on exchange.
At one size
The mark at 72 px on white and on navy, and beside the name at the auth card’s 32 px.
On whiteOn navy
Valere CRM
With the name
Valere CRM
With the name, on navy
Where the app shows it
Valere CRM
Sidebar, 28 px
Valere CRM
Auth card, 32 px
Valere CRM
Browser tab, 16 px
Notes
Idea
The land as a surveyor sees it. Three strokes, no fill, so it stays light beside the name.
Drawn from
The Site plan sign-in board, which draws a plan of Hatch Farm line by line.
Small
At 28 px the inner chevron is a tick and the outer two carry the V. At 16 px the three strokes run together; it still reads as a V.
Color
One color, strokes only. Works on white and on navy without change.
7. Plot
Proposed
The V as a boundary on a surveyor’s plan, dashed as a plan draws it, with a pin at the point where the site is.
At one size
The mark at 72 px on white and on navy, and beside the name at the auth card’s 32 px.
On whiteOn navy
Valere CRM
With the name
Valere CRM
With the name, on navy
Where the app shows it
Valere CRM
Sidebar, 28 px
Valere CRM
Auth card, 32 px
Valere CRM
Browser tab, 16 px
Notes
Idea
A plot and its pin. The dashed line is how every plan marks a boundary, so the land reads at once.
Drawn from
The Site plan sign-in board: its boundary and the pin that drops at the end.
Small
At 28 px the dashes are 2 px pieces and the pin holds the shape. At 16 px the dashes fill in and the mark is a V with a dot: fine, but the plan is gone.
Color
One color. The pin’s center is a knockout to the ground, so it works on navy.
8. Pin
Proposed
A map pin with the V in its head. A Site is a place, and a CRM for land is a map of places.
At one size
The mark at 72 px on white and on navy, and beside the name at the auth card’s 32 px.
On whiteOn navy
Valere CRM
With the name
Valere CRM
With the name, on navy
Where the app shows it
Valere CRM
Sidebar, 28 px
Valere CRM
Auth card, 32 px
Valere CRM
Browser tab, 16 px
Notes
Idea
The most direct picture of a site. The V sits where a pin usually has a dot.
Drawn from
The pin on the Site plan sign-in board, and Site.region, the one geographic fact the app stores.
Small
At 28 px it is a pin with a V. At 16 px it is a pin; the V is a notch. Reads as a map app’s icon, which may be a strength or a problem.
Color
One color with a knockout. On navy the pin is white with a navy V.
9. Home
Proposed
A house with the V in it. The land becomes homes: the other end of every deal.
At one size
The mark at 72 px on white and on navy, and beside the name at the auth card’s 32 px.
On whiteOn navy
Valere CRM
With the name
Valere CRM
With the name, on navy
Where the app shows it
Valere CRM
Sidebar, 28 px
Valere CRM
Auth card, 32 px
Valere CRM
Browser tab, 16 px
Notes
Idea
The product’s outcome rather than its start. Buyers, contractors and completion all lead here.
Drawn from
The Land to homes sign-in board: a field, a crane, five homes going up.
Small
The silhouette carries it at every size; at 16 px it is a house with a mark on it. The one shape here that reads at 16 px without squinting.
Color
One color with a knockout. On navy the house is white, the V navy.
10. Connected record
Proposed
Three records and the lines between them: the Site at the bottom, the Landowner and the Buyer above. One connected record, the product’s first goal.
At one size
The mark at 72 px on white and on navy, and beside the name at the auth card’s 32 px.
On whiteOn navy
Valere CRM
With the name
Valere CRM
With the name, on navy
Where the app shows it
Valere CRM
Sidebar, 28 px
Valere CRM
Auth card, 32 px
Valere CRM
Browser tab, 16 px
Notes
Idea
The diagram of the product. Every page is a view of one record, and the two hollow nodes are the records linked to it.
Drawn from
Goal 1 of the business model and the Connected record sign-in board, where six records link to one Site.
Small
At 28 px the nodes are 4 px dots and the hollow ones still show their hole. At 16 px the holes close and it becomes three dots joined in a V: still a mark, no longer a diagram.
Color
One color. The hollow nodes are filled with the ground, so the navy version needs no second color.
11. Two phases
Proposed
One V in two tones, the Lead arm light and the Opportunity arm dark, split by a hairline at the vertex. The same record, converted in place at Instructed.
At one size
The mark at 72 px on white and on navy, and beside the name at the auth card’s 32 px.
On whiteOn navy
Valere CRM
With the name
Valere CRM
With the name, on navy
Where the app shows it
Valere CRM
Sidebar, 28 px
Valere CRM
Auth card, 32 px
Valere CRM
Browser tab, 16 px
Notes
Idea
The one rule the product is built on: a Lead becomes an Opportunity by a stage change on the same row, never a copy. Two tones, one shape.
Drawn from
SitePhase and FR-2; the stage bar, which colors done and upcoming steps differently.
Small
At 28 px the hairline closes and the two tones remain. At 16 px the light arm fades on white; the mark becomes a half V.
Color
Two tones of one hue: primary-300 and primary-600. On navy, primary-300 and white.
12. Steps
Proposed
Seven steps along the V, as the stage bar draws them: three done and filled, the current one ringed at the vertex, three to come and hollow. The deal journey.
At one size
The mark at 72 px on white and on navy, and beside the name at the auth card’s 32 px.
On whiteOn navy
Valere CRM
With the name
Valere CRM
With the name, on navy
Where the app shows it
Valere CRM
Sidebar, 28 px
Valere CRM
Auth card, 32 px
Valere CRM
Browser tab, 16 px
Notes
Idea
The stage bar bent into the letter. The vertex is the current stage: the deal is at the bottom of the valley and on its way up.
Drawn from
The stage bar component (stagebar__dot--done, --current, upcoming) and the Deal journey sign-in board.
Small
At 28 px the dots are 2 px and the rail is a hair; it reads as a dotted V. At 16 px the dots merge into two broken strokes. Needs 24 px and up.
Color
One color; the hollow dots are the ground. The rail is the ink at 30 %.
13. Handoff rail
Proposed
The V in the five function colors, in the order the deal is handed on: Back Office, Land, Partnerships, Construction, Legal. The sequenced handoff, the product’s second goal.
At one size
The mark at 72 px on white and on navy, and beside the name at the auth card’s 32 px.
On whiteOn navy
Valere CRM
With the name
Valere CRM
With the name, on navy
Where the app shows it
Valere CRM
Sidebar, 28 px
Valere CRM
Auth card, 32 px
Valere CRM
Browser tab, 16 px
Notes
Idea
The Handoff line sign-in board as a letter: each team’s stretch of line, read from the top left down and up again to Legal.
Drawn from
The function chip colors (VALERE_FUNCTION_CLASSES in Chip.styles.ts) and the stage table’s owning functions.
Small
At 28 px each color is a 4 px piece and the five still tell apart. At 16 px it is a striped V; the colors are too small to name.
Color
The only mark here that needs five colors. On navy they are lightened, as the sign-in boards lighten the Land teal. A one-color version is the plain V, so it has no favicon of its own.
14. Health ring
Proposed
The V inside the Health Score ring at 80. Every score explainable, the product’s third goal.
At one size
The mark at 72 px on white and on navy, and beside the name at the auth card’s 32 px.
On whiteOn navy
Valere CRM
With the name
Valere CRM
With the name, on navy
Where the app shows it
Valere CRM
Sidebar, 28 px
Valere CRM
Auth card, 32 px
Valere CRM
Browser tab, 16 px
Notes
Idea
The one number everyone looks at, around the letter. The ring stops at 80: a deal on track.
Drawn from
The Health score component and the Health Score sign-in board, which draw the same ring.
Small
At 28 px the ring is 2 px and the V inside is 11 px: the smallest V of the twelve. At 16 px the ring is a circle with a mark in it.
Color
Two colors: the ink and the good green. The arc is good-mark, the first use of a mark token, which no component uses yet (see Colors). On navy the green is lightened.
15. Tick
Proposed
The V as a check mark, the right arm longer. A deal done, an action completed, on track.
At one size
The mark at 72 px on white and on navy, and beside the name at the auth card’s 32 px.
On whiteOn navy
Valere CRM
With the name
Valere CRM
With the name, on navy
Where the app shows it
Valere CRM
Sidebar, 28 px
Valere CRM
Auth card, 32 px
Valere CRM
Browser tab, 16 px
Notes
Idea
The letter and the tick are one shape apart. It promises what the product is for: getting deals done.
Drawn from
The i-check icon of a done action, and the On track status.
Small
A check mark reads at every size, including 16 px.
Color
One color. It could also take the good green on white, as the done action does; on navy it stays white.
16. Plots
Proposed
A site divided into plots, five of them taken: they form the V. The site plan as a grid, the way a developer sees a field.
At one size
The mark at 72 px on white and on navy, and beside the name at the auth card’s 32 px.
On whiteOn navy
Valere CRM
With the name
Valere CRM
With the name, on navy
Where the app shows it
Valere CRM
Sidebar, 28 px
Valere CRM
Auth card, 32 px
Valere CRM
Browser tab, 16 px
Notes
Idea
The land as units to sell. The faint plots are the rest of the site; the full ones are the deal.
Drawn from
The plots on the Site plan sign-in board, and the list tables, which are grids too.
Small
At 28 px the faint plots are barely there and the five full ones make a stepped V. At 16 px it is five dots in a V.
Color
One color at two strengths: the ink, and the ink at 18 %. Works on navy as it is.
17. Strata
Proposed
The V in three layers, cut by two level lines: the land in strata, or the deal in its phases, one on top of the other.
At one size
The mark at 72 px on white and on navy, and beside the name at the auth card’s 32 px.
On whiteOn navy
Valere CRM
With the name
Valere CRM
With the name, on navy
Where the app shows it
Valere CRM
Sidebar, 28 px
Valere CRM
Auth card, 32 px
Valere CRM
Browser tab, 16 px
Notes
Idea
A geological section through the letter. Three bands, three steps: Lead, Opportunity, Legals.
Drawn from
The stage bar’s phases and the Contours mark, turned from lines into bands.
Small
At 28 px the cuts are 2 px and still show; at 16 px they close and it is a plain V.
Color
One color. The cuts are the ground, so the navy version needs nothing more.
18. Morning
Proposed
The sun coming up in the valley. The Morning Meeting Board is where every day of the business starts, and the valley is the V.
At one size
The mark at 72 px on white and on navy, and beside the name at the auth card’s 32 px.
On whiteOn navy
Valere CRM
With the name
Valere CRM
With the name, on navy
Where the app shows it
Valere CRM
Sidebar, 28 px
Valere CRM
Auth card, 32 px
Valere CRM
Browser tab, 16 px
Notes
Idea
The first screen of the day, as a picture: a sun in the mouth of the valley.
Drawn from
The Morning Meeting Board (FR-20) and the Valley mark.
Small
At 28 px the sun is a 3 px dot over the V; at 16 px it is a speck, and the V alone carries the mark.
Color
One color. The sun could take the warn amber, warn-mark, if a second color is wanted; shown in the ink.
19. Field
Proposed
The V as an outline holding a field in a lighter tone. The land inside the deal.
At one size
The mark at 72 px on white and on navy, and beside the name at the auth card’s 32 px.
On whiteOn navy
Valere CRM
With the name
Valere CRM
With the name, on navy
Where the app shows it
Valere CRM
Sidebar, 28 px
Valere CRM
Auth card, 32 px
Valere CRM
Browser tab, 16 px
Notes
Idea
Two things at once: the letter as a frame and the plot it frames. Lighter than a solid V, fuller than a stroke.
Drawn from
The stroke of the Contours mark and the second tone of Two phases.
Small
At 28 px the field is a light triangle inside a V; at 16 px the field fades on white and a V outline remains.
Color
Two tones of one hue: primary-600 and primary-300. On navy, white and primary-300.
20. Funnel
Proposed
The deal funnel: every lead at the top, fewer at each step, the ones that complete at the bottom. Its outline is the V.
At one size
The mark at 72 px on white and on navy, and beside the name at the auth card’s 32 px.
On whiteOn navy
Valere CRM
With the name
Valere CRM
With the name, on navy
Where the app shows it
Valere CRM
Sidebar, 28 px
Valere CRM
Auth card, 32 px
Valere CRM
Browser tab, 16 px
Notes
Idea
The MD dashboard’s funnel as the mark. It says pipeline, and it says the letter, without drawing either.
Drawn from
dealFunnel on the Executive dashboard (FR-22): Leads, Appraised, Instructed, Offer agreed, Exchanged.
Small
Four bars read at every size. At 16 px it is the usual funnel icon, which is a strength for a tab and a weakness for a brand.
Color
One color. Works on navy as it is.
21. Five functions
Proposed
Five dots in the five function colors, set out as the V: Back Office, Land, Partnerships, Construction, Legal. The team, in the order the deal passes through it.
At one size
The mark at 72 px on white and on navy, and beside the name at the auth card’s 32 px.
On whiteOn navy
Valere CRM
With the name
Valere CRM
With the name, on navy
Where the app shows it
Valere CRM
Sidebar, 28 px
Valere CRM
Auth card, 32 px
Valere CRM
Browser tab, 16 px
Notes
Idea
The Handoff rail with the line taken away: only the people. Lighter, and it reads as a letter from further off.
Drawn from
The function chip colors (VALERE_FUNCTION_CLASSES) and the avatar colors by role.
Small
At 28 px five 3 px dots, the colors just telling apart. At 16 px five specks in a V; the colors are gone.
Color
Five colors, lightened on navy. A one-color version is five dots in the ink, which is the Steps mark without its rail.
22. Signature
Proposed
The V written with a pen: a heavy downstroke and a light upstroke. A signature on a contract, which is how every deal ends.
At one size
The mark at 72 px on white and on navy, and beside the name at the auth card’s 32 px.
On whiteOn navy
Valere CRM
With the name
Valere CRM
With the name, on navy
Where the app shows it
Valere CRM
Sidebar, 28 px
Valere CRM
Auth card, 32 px
Valere CRM
Browser tab, 16 px
Notes
Idea
Legals and exchange, the last stage, as the mark: the letter looks signed rather than typed.
Drawn from
The Legals tab and the deal clock; the calligraphic V of a broad-nib pen.
Small
At 28 px the upstroke is 1.5 px and still shows. At 16 px it is a hair; the heavy arm reads as a slash.
Color
One color. Works on navy as it is.
23. Upturn
Proposed
The V as a line that dips and turns up into an arrow. A deal that stalls and recovers; a Health Score going back to green.
At one size
The mark at 72 px on white and on navy, and beside the name at the auth card’s 32 px.
On whiteOn navy
Valere CRM
With the name
Valere CRM
With the name, on navy
Where the app shows it
Valere CRM
Sidebar, 28 px
Valere CRM
Auth card, 32 px
Valere CRM
Browser tab, 16 px
Notes
Idea
The chart everyone wants to see. The letter is the dip; the arrow is the point of the product.
Drawn from
The Health Score sign-in board, where one deal stalls and recovers, and the pipeline figure that counts up on the Live app board.
Small
At 28 px the arrowhead is a 7 px triangle and the mark reads as a trend arrow. At 16 px it is a check mark with a heavy end.
Color
One color. The good green would suit it on white; shown in the ink.
24. Meeting point
Proposed
Two arms coming down to one point. The landowner and the buyer meeting on a deal; Land and Partnerships meeting on a Site.
At one size
The mark at 72 px on white and on navy, and beside the name at the auth card’s 32 px.
On whiteOn navy
Valere CRM
With the name
Valere CRM
With the name, on navy
Where the app shows it
Valere CRM
Sidebar, 28 px
Valere CRM
Auth card, 32 px
Valere CRM
Browser tab, 16 px
Notes
Idea
The V as an agreement: two sides, one point. The point is the Site, or the agreed buyer.
Drawn from
The agreed buyer (AGREED_BUYER_WHERE), the precondition every Land & Build deal passes through.
Small
At 28 px two strokes and a 3 px dot. At 16 px the gaps close and it is a V with a dot, close to Plot.
Color
One color. Works on navy as it is.
25. Disc
Proposed
The Letter tile made round: a disc with the V cut from it. The same mark as today, in the shape an avatar takes.
At one size
The mark at 72 px on white and on navy, and beside the name at the auth card’s 32 px.
On whiteOn navy
Valere CRM
With the name
Valere CRM
With the name, on navy
Where the app shows it
Valere CRM
Sidebar, 28 px
Valere CRM
Auth card, 32 px
Valere CRM
Browser tab, 16 px
Notes
Idea
No new idea, a new shape. It sits with the round avatars in the top bar and takes a round favicon slot.
Drawn from
The Letter tile and the UserAvatar component.
Small
A filled disc with a V reads at every size, including 16 px.
Color
One color with a knockout. On navy the disc is white and the V navy.