Brand identity
F
Semicircle
P
Remaining letters
y=f(x)
In the logo, the Phas breaks at the top and bottom of its semicircle.
Through those breaks, F appears—the F in the function f(x).
the customer's problem xinto a working system y. That is what we do.
P and F. A function and a company.
Two identities share one symbol. The P's semicircle is open at the top and bottom so that an F, for Function, appears through the gaps.
The small x beneath P is mathematical subscript notation. y = f(x) means an input x goes through function f to produce result y.
- x — the problem a customer faces in the real world.
- f — the system PARAMS designs.
- y — the efficiency, automation, and growth that system delivers.
The gap is the meaning.
The open semicircle is intentional, not a flaw. Read as P or F from different perspectives, it expresses how PARAMS sees itself.
Brand colors
PARAMS uses five brand colors. Their names and color values are listed below.
- Navy#08275F
- Blue#175CFF
- Green#0F8B6F
- Amber#F59E0B
- Dark#07111F