1Slack Brand GuidelinesDesign elements2Slack Brand GuidelinesDesign elementsHello. We’re happy you’re here3Slack Brand GuidelinesTable of contentsTable of contentsSection 1: Defining our brand 5Who we are 6How we describe the need for Slack 8Brand values 10Persona and personality 11Voice and tone 13Section 2: Design elements 16The octothorpe 17Our logo 18Our logo (for small use) 19Usage on backgrounds 20One-color use 21Logo misuse 22Core colors 24Secondary colors 25Accessible color combinations 26Typography: Larsseit 27Typography: Slack Circular 28Type specimen: Ideal stack 29Localized languages 31Brand architecture 32Primary lockup 33Secondary lockup 34Partnership lockup 35Illustrations 37Icons 38Photography 39Video 40Section 3: Governance 41General terms 43Trademarks 44Visual design of your website or application 46Trade dress 47Merchandise 48Use requirements and terms 49Questions? 504Slack Brand GuidelinesDesign elements5Slack Brand GuidelinesDefining our brandSection 1: Defining our brandIn this section, we outline the building blocks of the Slack brand, including what we stand for, what sets us apart, why we choose the words we use, and how we’ve decided to show up in the world.6Slack Brand GuidelinesDefining our brandThe Slack platform is where work happens. It’s where people have the perfect conditions to connect, to align, to get context so they can work toward shared goals, together.Who we areOur mission is to make people’s working lives simpler, more pleasant and more productive.Our vision is a world where organizations can achieve agility easily, no matter their size.Please use “Slack” as an adjective followed by a description of our services. “Slack” should not be used as a noun, verb, plural or possessive.7Slack Brand GuidelinesDesign elements8Slack Brand GuidelinesDefining our brandHow we describe the need for SlackChallengeThe fundamental challenge common to all organizations is one of coordination: the creation and maintenance of alignment over time; the ability to turn groups of individuals moving in many directions into teams moving in the same direction.SolutionSlack offers a new choice: a better way to work together by replacing email inside companies of all sizes; providing a place that connects their conversations, information and software.ResultWith Slack, we all have the power to do our best work— individuals, teams, organizations and even software.9Slack Brand GuidelinesDesign elements10Slack Brand GuidelinesDefining our brandEmpathyCuriosity. Understanding. Appreciation.Giving people the benefit of the doubt and the respect that is due to them. Being human and recognizing the humanity in others. Being understanding and appreciative. CourtesyKindness. Generosity. Thoughtfulness.Making an effort to save others time (everyone’s time is important, regardless of rank or title). Going the extra mile to make it easier for others; preparing in ad...
