Brand
Hub
Brand Identity Guidelines
With our growth and direction, we need a brand identity that is efficient to use and flexible across applications. These guidelines cover the core elements and how we treat them in order to create consistent communications and representations of our brand.
Giving structure to creativity
One goal of this brand identity is to provide a consistent structure to our design language. We have a lot of creative people with unique voices under one roof, which can be inspiring — and messy. To keep the system from feeling disjointed, we have introduced a framework of core components, so that the elements existing inside of it can be as free and expressive as we want. Our brand framework is made up of persistent and expressive elements, which make room for creativity while maintaining visual harmony.
Getting it right
Keep it simple stupid. KISS. Our product and the industry we serve are technical and complex, so it’s essential that our work is simple and clear. The writing, visual style, design, videos — essentially everything we make — must work together to deliver a straightforward, meaningful message.
Consistent and grounded
Structural elements like our logo, color palette, and typography keep us grounded and consistent. These core components work together to ensure our brand is recognizable wherever it appears.
Do
- Allow space
- Consistent experience
- Audience-first communication
Don’t
- Use drop-shadow
- Use too many different fonts
- Invert the logo
- Overthink things