Quiet
infrastructure
for moving money.
Swepay builds identity and trust infrastructure for fintechs and banks across Latin America and Asia. This document defines how the brand looks, sounds, and behaves — everywhere it appears.
A short way to pay.
Swepay sells the unglamorous parts of finance — identity, certificates, authentication. The brand reflects that: precise, restrained, dependable. We borrow our discipline from Scandinavian design, our clarity from developer tooling, and our temperament from infrastructure that just works.
Promise
Quiet by design.
Our customers' brands are loud. Ours is the steady hum behind them. We earn trust by disappearing into the work.
Audience
Builders of money.
CTOs, security leads, and platform engineers at fintechs and banks. People who choose tools by reading the docs first.
Posture
Swedish in spirit.
The "Swe" is a nod to Scandinavian engineering — well-made, well-considered, built to last. Global by default; never tropical.
The mark and the wordmark.
The Swepay symbol is a continuous S — two interlocking strokes that meet at the center. It reads as a sweep, a handshake, a closed circuit. The wordmark is set lowercase in Geist 500, with a tight -4% tracking. They appear together in most contexts, and apart only in product chrome.
Primary lockup
Mark — for product chrome, favicons, app icons
Construction
Built on an 8 × 8 grid. Stroke = 1 unit. Endpoints align to grid intersections; curves are pure quarter-arcs at 1-unit radius.
Don't
Violet, steel, paper.
A single primary — Swepay Violet — set against a deep cool neutral. The violet is colder than crypto purples and warmer than enterprise blues; it sits in the middle and stays there. Everything else is a steel-toned neutral. Two accents extend the system to the product family.
Primary — Swepay Violet
Neutrals — Steel & Paper
Product accents — applied per surface, never mixed
Usage ratio — light surfaces
Geist, Inter, JetBrains Mono.
Three families. Geist sets headlines and the wordmark — geometric, precise, slightly humanist. Inter handles body and UI; it carries our voice everywhere it lives. JetBrains Mono is reserved for code, identifiers, and numerals in technical contexts.
Aa Sw
Aa
Aa
Scale
Plain, technical, calm.
We write the way we'd want a system to speak to us at 2 a.m. during an incident: directly, without excitement, without filler. We assume the reader is competent. We never sell when we can explain.
Plain.
Short sentences. Concrete nouns. No "leverages," no "empowers," no "seamlessly." If a feature can be described as what it does, describe what it does.
Technical.
We name things precisely — mTLS, JWT, OIDC, SCIM. We don't translate jargon down for a non-existent audience. Our reader knows the terms.
Calm.
No exclamation marks. No urgency theater. We move at the speed of a well-run incident: steady, factual, on the next thing.
Do · Don't
"Native Guard issues short-lived OIDC tokens against your existing IdP. No migration, no shadow user store."
"Native Guard revolutionizes identity by leveraging cutting-edge tokens to seamlessly empower your authentication journey."
"Certificates expire. CA Manager API rotates them automatically — usually before you notice."
"Never worry about certificates again! Our AI-powered platform takes care of everything!"
One brand, three doors.
Native Guard, CA Manager API, and Passwordless share a single visual system and a single voice. Each gets one accent color so customers can tell them apart at a glance — but the typography, layout, and tone are identical. The mother brand is always present.
Identity provider
Native Guard
An open-source-friendly identity layer for regulated workloads. A managed alternative to self-hosted Keycloak, built for fintech compliance from day one.
- —OIDC · SAML · SCIM
- —Self-hosted · Managed
- —Plugs into Passwordless
Certificate authority
CA Manager API
Issue, rotate, and revoke mTLS certificates by API. Built for service meshes, partner integrations, and the long tail of machine identity.
- —mTLS · X.509 · ACME
- —REST · gRPC
- —Hardware-backed roots
Authentication
Passwordless
WebAuthn, passkeys, and device-bound credentials — sold standalone or plugged into Native Guard. Consumer-grade UX at bank-grade assurance.
- —WebAuthn · Passkeys
- —Mobile SDK
- —Standalone or bundled
The brand at work.
A short tour of the system applied to the surfaces it lives on most often: stationery, the public site, and the deck we use for partner meetings.
Stationery — business card · 85 × 49 mm
to pay.
Web — landing page hero
A short way
to pay.
Identity, certificates, and access for fintechs entering the Brazilian market — FAPI-ready, LGPD-compliant, ICP-Brasil aware.
Presentation — partner deck (16:9)