ABOUT FORJ FORJ is a trading strategy automation platform. Users design automated trading strategies visually with no code, deploy them, and the platform runs them 24/7. We provide strategy-building tools and alert infrastructure, not brokerage or trade execution. BRAND CONCEPT The brand is built around blacksmithing and forgework. Blacksmiths and forges were the high technology and industry of the old world. We bring those concepts into the modern age and the digital space. The name FORJ is a stylized spelling of "forge," and each major feature area carries its own forge-inspired name: SMITH is the strategy editor, CRUCIBLE is the backtesting engine, HEARTH is the monitoring dashboard. The visual identity should capture that juxtaposition. Old world craft meets modern digital industry. Clean, modern, and minimal at its foundation, but with the presence and weight of something forged, not just designed. The product already uses subtle ambient effects throughout the UI like drifting fire sparks and rising smoke to reinforce this feel. The brand mark should be at home alongside that kind of environment. PERSONALITY Clean. Modern. Minimal. Structured. Confident. Not cold or sterile. There is warmth and gravity drawn from the forge metaphor. COLOR No fixed color scheme yet. The current UI has three different themes, from light mode, dark mode and a 'steel' mode, with warm amber/orange tones for accent and forge-related elements against a dark background. Open to the designer's direction here as long as it fits the forge concept. WHAT TO AVOID Literal forge, hammer, anvil, or flame imagery unless abstracted very cleanly. Corporate fintech cliches. Playful crypto branding. Heavy ornate serif typography. High fantasay aesthetics. CONTEXT FORJ will grow into a product ecosystem (FORJ SMITH, FORJ CRUCIBLE, FORJ HEARTH) so the master brand mark needs to stand alone and support sub-product naming. A detailed logo brief and design guidelines document will be shared with the selected candidate.