diff --git a/README.md b/README.md
index 36c70dca..8cd371e1 100644
--- a/README.md
+++ b/README.md
@@ -9,13 +9,17 @@ Flagger is a progressive delivery tool that automates the release process for ap
 It reduces the risk of introducing a new software version in production
 by gradually shifting traffic to the new version while measuring metrics and running conformance tests.
 
-![flagger-overview](https://raw.githubusercontent.com/fluxcd/flagger/main/docs/diagrams/flagger-canary-overview.png)
+![flagger-overview](https://raw.githubusercontent.com/fluxcd/flagger/main/docs/diagrams/flagger-overview.png)
 
 Flagger implements several deployment strategies (Canary releases, A/B testing, Blue/Green mirroring)
-using a service mesh (App Mesh, Istio, Linkerd) or an ingress controller (Contour, Gloo, NGINX, Skipper, Traefik) for traffic routing.
-For release analysis, Flagger can query Prometheus, Datadog or CloudWatch
+using a service mesh (App Mesh, Istio, Linkerd)
+or an ingress controller (Contour, Gloo, NGINX, Skipper, Traefik) for traffic routing.
+For release analysis, Flagger can query Prometheus, Datadog, New Relic or CloudWatch
 and for alerting it uses Slack, MS Teams, Discord and Rocket.
 
+Flagger is a [Cloud Native Computing Foundation](https://cncf.io/) project
+and part of [Flux](https://fluxcd.io) family of GitOps tools.
+
 ### Documentation
 
 Flagger documentation can be found at [docs.flagger.app](https://docs.flagger.app).
diff --git a/charts/flagger/Chart.yaml b/charts/flagger/Chart.yaml
index 4311a0b2..5b966b04 100644
--- a/charts/flagger/Chart.yaml
+++ b/charts/flagger/Chart.yaml
@@ -6,7 +6,7 @@ kubeVersion: ">=1.16.0-0"
 engine: gotpl
 description: Flagger is a progressive delivery operator for Kubernetes
 home: https://flagger.app
-icon: https://raw.githubusercontent.com/fluxcd/flagger/main/docs/logo/weaveworks.png
+icon: https://raw.githubusercontent.com/fluxcd/flagger/main/docs/logo/flagger-icon.png
 sources:
   - https://github.com/fluxcd/flagger
 maintainers:
diff --git a/charts/grafana/Chart.yaml b/charts/grafana/Chart.yaml
index 6bcc6e8f..5682c486 100644
--- a/charts/grafana/Chart.yaml
+++ b/charts/grafana/Chart.yaml
@@ -3,7 +3,7 @@ name: grafana
 version: 1.5.0
 appVersion: 7.2.0
 description: Grafana dashboards for monitoring Flagger canary deployments
-icon: https://raw.githubusercontent.com/fluxcd/flagger/main/docs/logo/weaveworks.png
+icon: https://raw.githubusercontent.com/fluxcd/flagger/main/docs/logo/flagger-icon.png
 home: https://flagger.app
 sources:
   - https://github.com/fluxcd/flagger
diff --git a/charts/loadtester/Chart.yaml b/charts/loadtester/Chart.yaml
index d760c51a..c1bb11c6 100644
--- a/charts/loadtester/Chart.yaml
+++ b/charts/loadtester/Chart.yaml
@@ -6,7 +6,7 @@ kubeVersion: ">=1.11.0-0"
 engine: gotpl
 description: Flagger's load testing services based on rakyll/hey and bojand/ghz that generates traffic during canary analysis when configured as a webhook.
 home: https://docs.flagger.app
-icon: https://raw.githubusercontent.com/fluxcd/flagger/main/docs/logo/weaveworks.png
+icon: https://raw.githubusercontent.com/fluxcd/flagger/main/docs/logo/flagger-icon.png
 sources:
   - https://github.com/fluxcd/flagger
 maintainers:
diff --git a/charts/podinfo/Chart.yaml b/charts/podinfo/Chart.yaml
index 3718cd68..04ef597c 100644
--- a/charts/podinfo/Chart.yaml
+++ b/charts/podinfo/Chart.yaml
@@ -5,7 +5,7 @@ name: podinfo
 engine: gotpl
 description: Flagger canary deployment demo application
 home: https://docs.flagger.app
-icon: https://raw.githubusercontent.com/fluxcd/flagger/main/docs/logo/weaveworks.png
+icon: https://raw.githubusercontent.com/fluxcd/flagger/main/docs/logo/flagger-icon.png
 sources:
   - https://github.com/stefanprodan/podinfo
 maintainers:
diff --git a/docs/diagrams/flagger-abtest-steps.png b/docs/diagrams/flagger-abtest-steps.png
index 6ed4b60d..f03db0d6 100644
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diff --git a/docs/diagrams/flagger-bluegreen-steps.png b/docs/diagrams/flagger-bluegreen-steps.png
index d1d2c938..c372643b 100644
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diff --git a/docs/diagrams/flagger-canary-hpa.png b/docs/diagrams/flagger-canary-hpa.png
index 2e448763..ed9a7186 100644
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diff --git a/docs/diagrams/flagger-canary-overview.png b/docs/diagrams/flagger-canary-overview.png
index c703c1c8..e98cd485 100644
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index b27f2c10..b4939a3b 100644
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diff --git a/docs/diagrams/flagger-canary-traffic-mirroring.png b/docs/diagrams/flagger-canary-traffic-mirroring.png
index dd3ab1c9..8cd3875f 100644
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diff --git a/docs/diagrams/flagger-contour-overview.png b/docs/diagrams/flagger-contour-overview.png
index e79ce813..ea320b5c 100644
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diff --git a/docs/diagrams/flagger-flux-gitops.png b/docs/diagrams/flagger-flux-gitops.png
index 1c9a8d0d..e1252f64 100644
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diff --git a/docs/diagrams/flagger-gitops-aws.png b/docs/diagrams/flagger-gitops-aws.png
index f9b275c2..7fe99ece 100644
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diff --git a/docs/diagrams/flagger-gitops-contour.png b/docs/diagrams/flagger-gitops-contour.png
index fe26bce0..84bf1623 100644
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diff --git a/docs/diagrams/flagger-gitops-istio.png b/docs/diagrams/flagger-gitops-istio.png
index 1974198e..452c3ec6 100644
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diff --git a/docs/diagrams/flagger-gloo-overview.png b/docs/diagrams/flagger-gloo-overview.png
index 393428e9..12e4a19f 100644
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diff --git a/docs/diagrams/flagger-linkerd-traffic-split.png b/docs/diagrams/flagger-linkerd-traffic-split.png
index 8ab024f5..b0006d22 100644
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diff --git a/docs/diagrams/flagger-load-testing.png b/docs/diagrams/flagger-load-testing.png
index 6a809688..61cc0f4c 100644
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diff --git a/docs/diagrams/flagger-nginx-linkerd.png b/docs/diagrams/flagger-nginx-linkerd.png
index 55e7bfa8..49f6c542 100644
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index f8dcaadc..07b1f60f 100644
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diff --git a/docs/diagrams/flagger-overview.png b/docs/diagrams/flagger-overview.png
index c703c1c8..e98cd485 100644
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diff --git a/docs/diagrams/flagger-skipper-overview.png b/docs/diagrams/flagger-skipper-overview.png
index e2f18aec..66b7ab88 100644
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diff --git a/docs/diagrams/flagger-traefik-overview.png b/docs/diagrams/flagger-traefik-overview.png
new file mode 100644
index 00000000..f4d236aa
Binary files /dev/null and b/docs/diagrams/flagger-traefik-overview.png differ
diff --git a/docs/gitbook/README.md b/docs/gitbook/README.md
index 0fc92f49..0b35a122 100644
--- a/docs/gitbook/README.md
+++ b/docs/gitbook/README.md
@@ -4,26 +4,25 @@ description: Flagger is a progressive delivery Kubernetes operator
 
 # Introduction
 
-[Flagger](https://github.com/fluxcd/flagger) is a **Kubernetes** operator
-that automates the promotion of canary deployments using
-**Istio**, **Linkerd**, **App Mesh**, **NGINX**, **Skipper**, **Contour**, **Gloo** or **Traefik**
-routing for traffic shifting and **Prometheus** metrics for canary analysis.
-The canary analysis can be extended with webhooks for running
-system integration/acceptance tests, load tests, or any other custom validation.
+[Flagger](https://github.com/fluxcd/flagger) is a progressive delivery tool that automates the release
+process for applications running on Kubernetes. It reduces the risk of introducing a new software
+version in production by gradually shifting traffic to the new version while measuring metrics
+and running conformance tests.
 
-Flagger implements a control loop that gradually shifts traffic to the canary
-while measuring key performance indicators like HTTP requests success rate,
-requests average duration and pods health.
-Based on analysis of the **KPIs** a canary is promoted or aborted,
-and the analysis result is published to **Slack** or **MS Teams**.
+Flagger implements several deployment strategies (Canary releases, A/B testing, Blue/Green mirroring)
+using a service mesh (App Mesh, Istio, Linkerd)
+or an ingress controller (Contour, Gloo, NGINX, Skipper, Traefik) for traffic routing.
+For release analysis, Flagger can query Prometheus, Datadog, New Relic or CloudWatch
+and for alerting it uses Slack, MS Teams, Discord and Rocket.
 
-![Flagger overview diagram](https://raw.githubusercontent.com/fluxcd/flagger/main/docs/diagrams/flagger-canary-overview.png)
+![Flagger overview diagram](https://raw.githubusercontent.com/fluxcd/flagger/main/docs/diagrams/flagger-overview.png)
 
-Flagger can be configured with Kubernetes custom resources and is compatible with any CI/CD solutions made for Kubernetes.
-Since Flagger is declarative and reacts to Kubernetes events,
-it can be used in **GitOps** pipelines together with Flux CD or JenkinsX.
+Flagger can be configured with Kubernetes custom resources and is compatible with
+any CI/CD solutions made for Kubernetes. Since Flagger is declarative and reacts to Kubernetes events,
+it can be used in **GitOps** pipelines together with tools like Flux, JenkinsX, Carvel, Argo, etc.
 
-Flagger is a [Cloud Native Computing Foundation](https://cncf.io/) project.
+Flagger is a [Cloud Native Computing Foundation](https://cncf.io/) project
+and part of [Flux](https://fluxcd.io) family of GitOps tools.
 
 ## Getting started
 
diff --git a/docs/gitbook/tutorials/traefik-progressive-delivery.md b/docs/gitbook/tutorials/traefik-progressive-delivery.md
index bb162caa..9ac3fdb4 100644
--- a/docs/gitbook/tutorials/traefik-progressive-delivery.md
+++ b/docs/gitbook/tutorials/traefik-progressive-delivery.md
@@ -2,6 +2,8 @@
 
 This guide shows you how to use the [Traefik](https://doc.traefik.io/traefik/) and Flagger to automate canary deployments.
 
+![Flagger Traefik Overview](https://raw.githubusercontent.com/fluxcd/flagger/main/docs/diagrams/flagger-traefik-overview.png)
+
 ## Prerequisites
 
 Flagger requires a Kubernetes cluster **v1.16** or newer and Traefik **v2.3** or newer.
diff --git a/docs/logo-pack/flagger-icon-black.svg b/docs/logo-pack/flagger-icon-black.svg
new file mode 100644
index 00000000..054004fc
--- /dev/null
+++ b/docs/logo-pack/flagger-icon-black.svg
@@ -0,0 +1,28 @@
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diff --git a/docs/logo-pack/flagger-icon-color.svg b/docs/logo-pack/flagger-icon-color.svg
new file mode 100644
index 00000000..7866fa6e
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diff --git a/docs/logo-pack/flagger-icon-color@2x.png b/docs/logo-pack/flagger-icon-color@2x.png
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diff --git a/docs/logo-pack/flagger-icon-white.svg b/docs/logo-pack/flagger-icon-white.svg
new file mode 100644
index 00000000..f536321b
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diff --git a/docs/logo/flagger-icon.png b/docs/logo/flagger-icon.png
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diff --git a/docs/logo/flagger-icon.svg b/docs/logo/flagger-icon.svg
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