Canada's intelligent mortgage marketplace.
A single, transparent platform that connects every party to the deal — purpose-built for Canadian mortgage professionals.
Brand · Version 1.0 · May 2026
The Openfund brand
Everything you need to use the Openfund identity correctly — for partners, press, designers, and creators. Every example on this page is rendered live from the same design tokens that power the rest of the site.
Essence
What Openfund stands for
The brand exists to make a market work better. These four ideas anchor every design and copy decision.
Brokers, lenders, and borrowers across Canada.
From originators handling private deals to institutional capital deploying at scale, the marketplace is built for everyone on the file.
Transparency creates better markets.
Compliance is design. Velocity wins deals. Networks beat Rolodexes. Every product decision ladders back to these.
Confident, plain-spoken, and grounded in evidence.
We use specific numbers, short sentences, and the language our customers actually use. We never oversell.
Logo
The mark and lockup
The Openfund logo combines a custom mark with the Inter wordmark. Always use the official files. Never reconstruct, recolor, or recompose.
Variants
OpenfundColor
Default. Use on white or light surfaces.
OpenfundWhite
Use on dark or photographic backgrounds.
OpenfundBlack
Single-color contexts. Print, monochrome.
Clearspace
Always leave at least one mark-height of empty space on every side. Nothing — text, imagery, or other logos — should encroach on this area.
Sizing
Don't go smaller than 16px on screen or 12mm in print. Above 32px, the wordmark stays legible at any practical scale.
OpenfundOpenfundOpenfundOpenfundOpenfundMisuse
Concrete examples of what not to do. Each example below is the real logo deliberately broken.
Don't stretch
Don't recolor
Don't rotate
Don't add effects
Don't use low contrast
Don't use on busy backgrounds
Color
The Openfund palette
Click any swatch — or any value — to copy. Every color, token, and ratio below is read directly from the design tokens that power the rest of the site.
Brand
Openfund Purple is the heart of the system. Use it for primary actions, brand surfaces, and moments that should feel unmistakably Openfund. Never substitute another purple.
Accents
Coral and Gold are the gradient partners to Openfund Purple. Use them sparingly — for highlights, gradients, and energy. They should never replace the primary brand color.
Neutrals
The neutral scale carries the bulk of the interface — text, surfaces, borders, and dividers. Reach for these before any colored token.
Semantic
Status colors carry meaning. Use them only for their assigned role — never decoratively.
Brand gradient
The signature gradient pairs all three brand hues. Reserve for moments of brand emphasis — hero treatments, headline accents, and brand-led illustrations.
Approved pairings
Stick to combinations from this list to keep the system feeling Openfund. Each row passes WCAG AA contrast for body text or larger.
Default bodyThe quick brown fox jumps over the lazy dog.FG #18181B · BG #FFFFFF
Inverted surfaceThe quick brown fox jumps over the lazy dog.FG #FAFAFA · BG #18181B
Brand buttonThe quick brown fox jumps over the lazy dog.FG #FFFFFF · BG #5F22D9
Brand chipThe quick brown fox jumps over the lazy dog.FG #5F22D9 · BG #F5F0FF
Highlight call-outThe quick brown fox jumps over the lazy dog.FG #18181B · BG #FFD500
Typography
Inter, with intent
Inter is our single typeface family. It's open-source, screen-optimized, and the same font that ships in the product. The samples below render the exact CSS from the design system — drag your browser to see responsive sizes scale.
Type family
Inter Variable. Weights 400, 500, 600, and 700. Anything else is off-system.
Aa0123456789
Family
InterLicense
SIL Open Font LicenseFallback
system-ui, sans-serifAaRegular · 400
AaMedium · 500
AaSemibold · 600
AaBold · 700
Type scale
Eight roles, top to bottom. Display through Eyebrow. Each row renders with the same CSS the rest of the site uses.
Built for Canadian mortgages.
Display
- Size
clamp(40px, 6vw, 72px) - Weight
600 - Line
1.05 - Tracking
-0.025em
Hero treatments and marketing centerpieces only.
Headline that anchors the page
H1
- Size
clamp(32px, 4.5vw, 56px) - Weight
600 - Line
1.08 - Tracking
-0.025em
One per page. Section-defining titles.
Section title that opens a topic
H2
- Size
clamp(24px, 3vw, 36px) - Weight
600 - Line
1.15 - Tracking
-0.02em
Major section headings.
Subsection heading
H3
- Size
22px - Weight
600 - Line
1.3 - Tracking
-0.015em
Card titles, subsection headings.
Body copy carries the weight of explanation. Keep sentences short, concrete, and free of jargon.
Body large
- Size
18px - Weight
400 - Line
1.6 - Tracking
0
Section descriptions and lead paragraphs.
Default reading size for the marketing site. Comfortable at 16–18px on desktop.
Body
- Size
16px - Weight
400 - Line
1.6 - Tracking
0
Primary running text.
Captions, metadata, and small labels.
Caption
- Size
13px - Weight
500 - Line
1.4 - Tracking
-0.005em
Metadata, captions, secondary labels.
SECTION LABEL
Eyebrow
- Size
12px - Weight
600 - Line
1.4 - Tracking
0.06em
Uppercase eyebrows above section titles.
Numerals
Financial figures use tabular numerals so columns align perfectly. Always enable font-variant-numeric: tabular-nums on data tables and metrics.
Proportional (default)
- $1,200,000.00
- $945,238.50
- $48,500.00
- $7,914.20
Tabular (financial)
- $1,200,000.00
- $945,238.50
- $48,500.00
- $7,914.20
Iconography
One icon family, used consistently
We use Tabler Icons (outline style) at a 24px grid with a 1.5–2px stroke. The same set ships in the product so the marketing site and app feel like one system.
Style rules
Tabler outline at 24px, stroke 1.75. Match weight to surrounding text. Always use SVG. Don't mix outline and filled families.
LibraryTabler Icons (outline)
Grid24 × 24
Stroke1.75
CornerRounded join
FormatInline SVG
ColorcurrentColor
Sample set
A curated slice from our working set. Each one renders live; the icon name maps to the package import.
HomeBuildingBankCoinReceiptChartLineChartCandleFileAnalyticsClipboardListBriefcaseUsersMessageDotsWorldShieldCheckLockKeyFingerprintScaleGavelCheckCircleCheckVoice & tone
How Openfund sounds
Four principles, with side-by-side examples. The 'no' column isn't dramatized — it's the kind of language we have to actively avoid.
Confident, not arrogant
We speak with conviction because we've done the work. We don't overstate, oversell, or talk down.
We say
Openfund connects every party to the deal on a single, transparent platform.
We don't say
Openfund is the only solution that truly disrupts the broken legacy mortgage industry.
Plain-spoken, not jargony
Mortgage finance is complicated enough. Our language shouldn't add to the cognitive load.
We say
Submit once, get curated offers from vetted Canadian lenders within hours.
We don't say
Leverage our proprietary multi-lender ecosystem to unlock alpha across the originator-syndicator nexus.
Specific, not vague
Numbers, names, and timeframes earn trust. Generalities don't. Cite the proof.
We say
Three private mortgages, funded in under four days — the average across the marketplace last quarter.
We don't say
Openfund makes mortgages faster and more efficient than ever before.
Direct, not breathless
We use periods. We use short sentences. We trust the reader to keep up.
We say
Compliance, completed as you work. Built around FSRA, FINTRAC, and PIPEDA from day one.
We don't say
Get ready for the most exciting, revolutionary, transformative compliance experience the mortgage industry has ever seen!!
Imagery
Direction over a stock library
We don't have a published photo library yet. Until we do, every photograph commissioned, licensed, or selected for Openfund follows the direction below.
Principles
Real Canadians
Brokers, lenders, and homeowners — photographed in their environments. No stock-photo handshakes.
Editorial, not advertising
Natural light, candid moments, slight grain. The opposite of an over-retouched bank ad.
Restrained color grade
Slightly warm shadows, neutral midtones, subtle highlight roll-off. Brand color appears as accents, not casts.
Spaces that feel Canadian
Toronto rowhouses, Vancouver mid-rises, Calgary infill, Montreal triplexes. Specificity over generic skylines.
Yes / no
Concrete subject matter that is — and isn't — Openfund. Real photo library and licensed selects coming in Phase 2.
- Broker on a video call from a real home office
- Lender reviewing a deal at a kitchen table
- Aerial of a Canadian neighborhood at golden hour
- Hands signing a printed Openfund Report
- Generic stock-photo handshake in a glass tower
- Heavily retouched 'happy family' in front of a sold sign
- Skyscraper close-ups with corporate blue sky
- Over-saturated, HDR property listings
Motion
One curve. Four durations
Motion is a feature, not decoration. The Openfund easing curve carries the brand's personality across every transition; the four-step duration scale keeps everything in rhythm.
Easing curve
A single easing curve covers ~95% of motion across the product. It feels confident leaving and graceful arriving — exactly the personality we want.
Openfund ease
cubic-bezier(0.22, 1, 0.36, 1)var(--of-easing)Confident on departure, graceful on arrival. Use this for ~95% of transitions.
Duration scale
Four steps cover everything. Use durations longer than 500ms only for orchestrated, page-level moments.
Micro-interactions: hovers, focus changes, button presses.
Tooltips, color transitions, small reveals.
Most UI motion: card hovers, panel transitions, fades.
Page-level moments: large reveals, route transitions.
Try it
Pick an easing, pick a duration, hit play. Compare against linear and the default CSS ease to feel the difference.
Spec
transition: transform 300ms cubic-bezier(0.22, 1, 0.36, 1);In context
The system, applied
A few examples of the brand showing up across channels. All rendered live with the same components and tokens used everywhere else on the site.
Marketing card
Hero treatment with the gradient text, primary CTA, and brand surface.
For brokersSubmit once.
Submit once.
Compare every offer
Get curated, side-by-side offers from a network of vetted Canadian lenders. Standardized, comparable, fast.
Sign upSee how it works
Social card
A 1200×630 social composition. Shows how the wordmark, gradient, and Inter type behave together at OG-image scale.
Openfund$1.2B of Canadian private mortgages, finally liquid.
Social post
A timeline post mockup. Tone is plain-spoken, specific, and signed off with the wordmark.
Openfund@openfund · 4h
Three private mortgages, funded in under four days — the average across the marketplace last quarter. Standardized files, vetted lenders, one inbox.
184 42 18
Email signature
Plain text + a small wordmark. Avoids embedded images so it survives reply chains and dark-mode clients.
Sarah Chen
Head of Partnerships · Openfund
sarah@openfund.ca · openfund.ca
OpenfundVideo sign-off
A 16:9 closing card for any Openfund video. Brand mark, gradient accent, single line of copy. Hold for 1.2 seconds.
OpenfundCanada's intelligent mortgage marketplace.
openfund.ca
Press kit & downloads
Everything in one place
Logos, boilerplate copy, and fact sheet — ready to use. For anything not listed, email press@openfund.ca.
Logos
SVGs that scale to any size without quality loss. Right-click → save, or use the download buttons.
Boilerplate copy
Three lengths for press releases, partner copy, and bios. All approved — copy and paste.
Short≈25 words
Openfund is Canada's intelligent mortgage marketplace, connecting borrowers, brokers, and lenders on a single, transparent platform.
Medium≈80 words
Openfund is Canada's intelligent mortgage marketplace. We bring borrowers, brokers, and lenders together on a single, transparent platform — replacing fragmented tools and email chains with a connected workflow purpose-built for Canadian mortgage professionals. From origination through funding and into the secondary market, every step happens in one place.
Long≈180 words
Openfund is Canada's intelligent mortgage marketplace. We connect borrowers, brokers, and lenders on a single, transparent platform — replacing fragmented tools and email chains with a connected workflow purpose-built for Canadian mortgage professionals. Brokers submit deals once and receive curated, side-by-side offers from a network of vetted lenders. Lenders see standardized, complete files that compare apples-to-apples. Borrowers get visibility into pricing and progress that they've never had before. Compliance — FSRA, FINTRAC, PIPEDA — is built into the workflow rather than bolted on. And the Resale Marketplace introduces the first standardized secondary market for Canadian private mortgages, bringing real liquidity to a category that has historically had none. Openfund is headquartered in Canada and built for Canadian data residency from day one.
Fact sheet
- Founded
- Toronto, Canada
- Headquarters
- Toronto, ON
- Industry
- Mortgage marketplace · Fintech
- Data residency
- ca-central-1 (Canadian only)
- Compliance
- FSRA · FINTRAC · PIPEDA · SOC 2
- Markets served
- Canada-wide
Contact
Need something not on this page?
We'd rather get a quick email than see the brand bent. Reach out and we'll respond within one business day.
Press & mediapress@openfund.ca
Interview requests, fact-check confirmations, executive bios, and embargoed coverage.
Partnershipspartnerships@openfund.caCo-marketing, platform integrators and partnerships, lender networks, and event sponsorships.
Brand & designdesign@openfund.caAsset requests, custom artwork, video direction, and brand-system questions.