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1Slack Brand GuidelinesDesign elements

Hello.We’re happy you’re here2Slack Brand GuidelinesDesign elements

Table of contentsSection 1: Defining our brand5Partnership lockup 35Illustrations 37Icons 38Photography 39Video 40Who we are 6How we describe the need for Slack8Brand values 10Persona and personality 11Voice and tone 13Section 2: Design elementsSection 3: Governance 4116General terms 43Trademarks 44Visual design of your website or application 46Trade dress 47Merchandise 48Use requirements and terms49Questions? 50The octothorpe 17Our logo 18Our logo (for small use)19Usage on backgrounds 20One-color use 21Logo misuse 22Core colors 24Secondary colors 25Accessible color combinations26Typography: Larsseit 27Typography: Slack Circular28Type specimen: Ideal stack29Localized languages 31Brand architecture 32Primary lockup 33Secondary lockup 343Slack Brand GuidelinesTable of contents

4Slack Brand GuidelinesDesign elements

Section 1: Defining our brandIn this section, we outline the building blocks of theSlack brand, including what we stand for, what sets usapart, why we choose the words we use, and how we’vedecided to show up in the world.5Slack Brand GuidelinesDefining our brand

Who we areThe Slack platform iswhere work happens.It’s where people havethe perfect conditionsto connect, to align, toget context so they canwork toward sharedgoals, together.6Slack Brand GuidelinesDefining our brandOur mission is to make people’s working lives simpler, morepleasant and more productive.Our vision is a world where organizations can achieve agilityeasily, no matter their size.Please use “Slack” as an adjective followed by a descriptionof our services. “Slack” should not be used as a noun, verb,plural or possessive.

7Slack Brand GuidelinesDesign elements

How we describe the need for SlackChallengeThe fundamental challenge common to all organizationsis one of coordination: the creation and maintenanceof alignment over time; the ability to turn groups ofindividuals moving in many directions into teams movingin the same direction.SolutionSlack offers a new choice: a better way to work togetherby replacing email inside companies of all sizes; providinga place that connects their conversations, informationand software.ResultWith Slack, we all have the power to do our best work—individuals, teams, organizations and even software.8Slack Brand GuidelinesDefining our brand

9Slack Brand GuidelinesDesign elements

Brand y. Understanding. Appreciation.Giving people the benefit of the doubt and the respect thatis due to them. Being human and recognizing the humanity inothers. Being understanding and appreciative.Kindness. Generosity. Thoughtfulness.Making an effort to save others time (everyone’s time isimportant, regardless of rank or title). Going the extra mile tomake it easier for others; preparing in advance, anticipatingneeds. Being honest, humble and fair.Unity. Mutual support. Cooperation.Taking the interests of all into account. Seeing ourselvesas part of a team rather than as a collection of individuals.Seeking harmony and community.ThrivingCraftsmanshipRespect for excellence. Mastery.Great care. Attention to detail.Always learning to do it better. Sweating the small stuff.Acting intentionally and mindfully.10Open. Inviting. Receptive. Creative.Looking at the world sideways, being curious, improvising.Playing well with others; being open for the pass. Providingdelightful experiences to our customers.Slack Brand GuidelinesDefining our brandLiving fully. Flourishing.Taking this opportunity to do the best work of your life andsupporting others in doing the same. Taking pleasure in theexercise of your craft and playing with your whole heart.Engaging your responsibilities with drive, inspirationand presence.

Persona and personalityWe are creative,professional,thoughtful, respectful,purposeful andcurious; we are smart,humble, hardworkingand collaborative.11Slack Brand GuidelinesDefining our brandOur culture turned inward creates our product; our cultureturned outward creates our brand.Our brand is a reflection of who we are as a company andwhat we represent in the world of work.If nothing else, our outward-facing brand should representthe best of what we bring to work as colleagues at thiscompany. Smart, humble, hardworking and collaborative.We are deliberately human—we aim to be an idealcolleague: One who works on the basis of respectand admiration for working people; someone whocommunicates in a way that is smart, humble, hardworkingand collaborative. Who doesn’t dominate the conversationand never wastes your time; who knows the answer (and thecontext) if you have a question—and shows you how to findit yourself.We demonstrate our commitment to being customercentric by placing those humans at the center of everycommunication, not ourselves.

12Slack Brand GuidelinesDesign elements

Voice and toneThe key to soundinglike Slack is speakingdirectly to the user, ina voice that they canhear and recognize.13Slack Brand GuidelinesDefining our brandWe are humans, speaking to humans. We distinguishourselves from other business communication softwarethrough the way we use design and language to makecommunication feel simpler and more pleasant. By beingdeliberate and thoughtful with the way we use language, weencourage people to feel a deeper connection with Slack—and how they use it with their coworkers.While we intend to have a more conversational, human tonein the main, that doesn’t mean that we’re overly informal.Our tone will vary depending on the audience, the contextand the information we need to get across.Our voice isn’t just an intrinsic part of the product, it’san external representation of the people behind it. Andbecause of that, we aren’t necessarily making hard rulesabout what to say or what not to say. But some of the rulesare a little firm.

Voice and toneHere’s what we are (and aren’t):We are characterful. But we never let character overwhelmcontent. What we have to say is infinitely more importantthan being admired for the way we say it. If people can’t seethe substance for the style, we’ve gone wrong. Confident (never cocky) Witty (but never silly) Conversational (but always appropriateand respectful) Intelligent (and we always treat our usersas intelligent too) Friendly (but not ingratiating) Clear, concise and humanSlack Brand GuidelinesWe don’t use cheap words that recall the failures of thosecompanies that have gone before us, and we don’t useSilicon Valley clichés and jargon. We would only describepeople as ninjas or rock stars if they were actually thosethings for a living. We don’t lean on pop culture referencesor things that feel exclusionary.We are considerate and intentional with the words we use.We recognize and appreciate the power of language, anduse it with eloquence and elegance (while never gettingcarried away with ourselves). Helpful (never overbearing)14In writing, we value perspicuity above all. Be clear, beconcise, omit unnecessary words, make sure that whateveryou say has purpose, but don’t be robotic. Contractions areyour friend.Defining our brand

Voice and toneNor do we mess around with Slack. We don’t use Slacker/Slacking/Slackee to describe who we are or what wedo. That means no “Happy Slacking!” to sign off emails,no matter how catchy a phrase it might be. While otherpeople are free to make up whatever word they want todescribe Slack usage or someone who uses it, we do not(externally) claim any of these as official terms. That’s up toothers to decide. Something will surface eventually and beorganically adopted.It should go without saying, but it’s still worth stating:Never use exclusionary terms, cultural appropriation,ableist or misgendering language, or anything that could beinterpreted as a slur. If you’re on the fence about whetheryou’re using something that could be taken as offensive,inflammatory or exclusionary, find another word.15Slack Brand GuidelinesDefining our brandWe are authentic.We like the peoplewe’re talking to.We’re proud ofwhat we’re talkingabout. That itselfsets us apart.

Section 2: Design elementsIn this section, we outline best practices for the use ofSlack brand assets and offer useful examples.16Slack Brand GuidelinesDesign elements

The octothorpeOctothorpeThe octothorpe is composed ofsimple geometric shapes and fourprimary colors.The symbol is legible at most sizes,and a small version is provided formicro applications.The two basic shapes used in theoctothorpe—a speech bubble and alozenge—can be extracted and usedas graphic elements.19x19 grid17Slack Brand GuidelinesDesign elements

Our logoThe Slack logo is composed of anoctothorpe and a logotype set inHellix Bold.The horizontal logo is the primary logoand should be used in most instances.The stacked logo is for large-scale use.Avoid using at small sizes, as it canbecome illegible.Always use the logo files provided.Do not re-create.18Slack Brand GuidelinesDesign elements

Our logo (for small use)There is a specific logo for small sizesand should be used when the logo isrendered at a size between 50px wideand 90px wide.Maximum Sizing forSmall Use LogoThe small logo mark should be used ata size between 15px tall and 20px tall.90px wide, approx.Only the horizontal logos areappropriate for small use. Do not usethe stacked logo for small use.Slack Brand GuidelinesDesign elements50px wide, approx.(or approx. 1.25 inches)(or approx. 0.7 inches)20px height, approx.15px height, approx.(or approx. 0.28 inches)19Minimum Sizing forSmall Use Logo(or approx. 0.2 inches)

Usage on backgroundsThe full-color logos should beused only on white, black oraubergine backgrounds.Avoid using full-color logos onphotographs unless the logo sits ona black or white area of the image.20Slack Brand GuidelinesDesign elements

One-color useThe one-color logo should be used onlyon photographs and color backgroundswithin the Slack color palette.The one-color logo should be only onblack and white colorways.If using an aubergine background, westrongly prefer to use the full-colorlogo. However, if design limitationsconflict with this, then the logo shouldappear in white on aubergine.21Slack Brand GuidelinesDesign elements

Logo misuse22Do not crop the logoDo not distort the logoDo not change thetransparency of the logoDo not use drop shadowsor any other effectsDo not shuffle aroundthe colors of the octothorpeDo not re-create using anyother typefaceDo not use different colorsDo not outline logotypeDo not change the size orposition of the octothorpeand logotypeDo not rotate any part ofthe logoSlack Brand GuidelinesDesign elements

23Slack Brand GuidelinesDesign elements

Core colorsUse these color proportions in anylayout or collateral design. Blue, green,yellow and red can be used as accentcolors in the proportions shown onthe right.WhiteHEXffffffCMYK S261CMYK -291D1C1DUse only black or white text on corecolors as outlined on the right. Do notinterchange the use of black and whitetext according to preference, as thesecolor combinations are specificallyapproved for accessibility.BluePMSCMYKRGBHEX24Slack Brand Guidelines29865-10-2-054-197-24036C5F0Design 22ERedPMSCMYKRGBHEX21413-100-36-0224-30-90E01E5A

Secondary colorsDo not use secondary colors for text.Use only black or white text as outlinedon the right. Do not interchangethe use of black and white textaccording to preference, as these colorcombinations are specifically approvedfor accessibility.Secondary colors can be used with ourcore colors, but this should be limited.25Slack Brand GuidelinesPMSCMYKRGBHEX7658 C45-94-43-25124-40-827C2852PMSCMYKRGBHEX7623 C27-99-95-27146-29-33921D21PMSCMYKRGBHEX709 C0-78-48-0242-96-106F2606APMSCMYKRGBHEX489 C0-19-22-0254-212-190FED4BEPMSCMYKRGBHEX2060 C24-78-19-0192-91-140C05B8CPMSCMYKRGBHEX2439 C10-54-61-0222-137-105DE8969PMSCMYKRGBHEX495 C1-32-13-0246-187-193F6BBC1PMSCMYKRGBHEX7604 C3-5-9-0244-237-228F4EDE4PMSCMYKRGBHEX130 C0-43-100-0255-161-0FFA100PMSCMYKRGBHEX3425 C87-37-95-3224-95-52185F34PMSCMYKRGBHEX2221 C81-23-35-10-150-1620096A2PMSCMYKRGBHEX661 C100-94-9-130-50-1431E328FPMSCMYKRGBHEX7403 C0-16-59-0255-213-126FFD57EPMSCMYKRGBHEX576 C59-23-93-5119-152-70779846PMSCMYKRGBHEX2225 C48-0-16-0120-215-22178D7DDPMSCMYKRGBHEX7689 C78-35-13-047-138-1832F8AB7PMSCool Gray 11 ool Gray C59-50-50-18105-105-105696969PMSCMYKRGBHEX427 C7-5-5-0235-234-235EBEAEBDesign elements

Accessible color combinationsAll examples shown on the rightpass the contrast standards with theexception of small blue text on anaubergine background. Nevertypeset small blue text on aubergine.Instead, reserve blue text onaubergine backgrounds only forlarger headline typography.White on blackBlue on blackWhite on blackBlue on blackWhite on aubergineBlue on aubergineWhite on aubergineBlue on aubergineText 1 on Lt Gray 1(Active) on Lt Gray 1Text 1 on Lt Gray 1(Active) on Lt Gray 1Headline on Lt Gray 2(Null) on Lt Gray 2Headline on Lt Gray 2(Null) on Lt Gray 2Black on blueBlack on blue26Slack Brand GuidelinesDesign elements

Typography: LarsseitSlack headlines are set in Larsseit.When using Larsseit to create headingson embedded or printed collateral forSlack, always typeset it with opticalkerning, set the tracking to 0, and setin sentence case. Do not set in all capsor all lowercase. When using Larsseitto typeset headings on the web, setthe letter spacing to -1px for smallerheadlines and -2px for larger headlines.Note: If converting G Slides to Keynoteor PowerPoint, use Larsseit throughoutfor headlines and body text. If thepresentation originates in Keynote orPowerPoint, follow regular brandfont guidelines.27Slack Brand GuidelinesAa Bb Cc Dd Ee Ff Gg Hh Ii Jj KkLl Mm Nn Oo Pp Qq Rr Ss Tt UuVv Ww Xx Yy Zz 0123456789ThinThin ItalicLightLight ItalicRegularRegular ItalicMediumMedium ItalicBoldBold ItalicExtraboldExtrabold ItalicDesign elementsNymphs blitz quick vex dwarf jog.DJs flock by when MTV ax quiz prog.Typografie Maamerkkinä.Saturation Pracovitějším.Brick quiz whangs jumpy veldt fox.Glib jocks quiz nymph to vex dwarf.Požiadavkou Motorického.Bright vixens jump; dozy fowl quack.OŻywiona Matemático.Quick wafting zephyrs vex bold Jim.Architekten Zwitserland.Praktischer Revolutions.

Typography: Slack CircularTypeset all text and paragraph textin Slack Circular. When using SlackCircular to set text on embedded orprinted collateral for Slack, alwaystypeset it with optical kerning, set thetracking to -10, and set in title case orsentence case (as determined by thecontent). Do not set in all caps orall lowercase.When using Slack Circular to typesettext on the web, set the letter spacingto 0px for normal paragraphs and-0.2px for hero paragraphs.28Slack Brand GuidelinesAa Bb Cc Dd Ee Ff Gg Hh IiJj Kk Ll Mm Nn Oo Pp QqRr Ss Tt Uu Vv Ww Xx Yy Zz0123456789BookBook ItalicMediumMedium ItalicBoldBold ItalicBlackBlack ItalicDesign elementsBrick quiz whangs jumpy veldt fox.Glib jocks quiz nymph to vex dwarf.Požiadavkou Motorického.Bright vixens jump; dozy fowl quack.OŻywiona Matemático.Quick wafting zephyrs vex bold Jim.Architekten Zwitserland.Praktischer Revolutions.

Type specimen: Ideal stackH1Larsseit Bold, 36/38H2Larsseit Bold, 24/28H3Larsseit Bold, 18/21H4Larsseit Bold, 12/15PCircular Book,Style Set 2,Optical Kerning,-10 Tracking7/9Quote MarkCircular Book, 36Pull QuoteLarsseit Thin, 18/21A better way to workSimpler, more pleasant and more productiveThe kind of thing you don’t know you need, but once you have it,you can’t live without it. It feels like the natural evolution of work.After all, every organization needs a little Slack.There is an enormous and heretofore largely unmetdemand for an easier way to coordinate and alignpeople. That demand is why Slack is here today, andwhy Slack is being adopted all over the world. Emailis the default coordinating point for communicationsand the go-to platform enterprise software developers use when they need to reach human beings, butinside a company it works poorly. Enormous flowsof information course through it, but each personhas only a tiny view. Email holds rich history: all thedecisions made, questions answered and informationshared, but if you’re new to a company, or just in thewrong inbox, you have access to none of it. Ratherthan inboxes, all those messages are organized intochannels. Channels can correspond to anything - projects, teams, planning, office locations, business units,functional areas, temporary channels for things likeplanning an offsite. Unlike email, Slack was designedfrom the bottom-up to integrate with the softwaretools you use every day. Whatever tools you alreadyuse, Slack vastly increases the value of your softwareinvestment, by making it easier to access, easier toact upon, and easier to share.“We believe that the advantages are so greatthat a shift to working on Slack, or somethinglike it, is inevitable.AttributionCircular Bold/Book Italic, 7/929Marcel GherkinsSpokesperson, SlackSlack Brand GuidelinesDesign elementsShare channels with companiesand businesses you regularly workwith to bring all the right peopleinto the same space.Hero PCircular Book,Style Set 2,Optical Kerning,-10 Tracking10/14CTA TextCircular Bold,Style Set 2,Optical Kerning, 20 Tracking7/9

30Slack Brand GuidelinesDesign elements

Localized languagesJapaneseTazugane is our brand font for Japan,Noto Sans is used for the SlackApp/UI and M PLUS 1 p is used forGoogle Slides.Font size is 15% smaller than English.In general, Japanese characters tendto be bigger than Roman letters andnumbers even when set at the samefont size (with “Western” fonts, inparticular).Portuguese, Spanish, Frenchand GermanFont size is 10% smaller than English,allowing for 20-30% more characters.31Slack Brand GuidelinesDesign elements

Brand architectureHere, we breakdown the useof different logolockups for entitiesin and outside ofSlack.32Slack Brand GuidelinesDesign elementsThe Slack logo and mark are used in a series oflogo lockups to represent the various programs,departments, teams, groups, initiatives andpartnerships of our organization.Our lockup categories are primary, secondary andpartnership, which establish identities for externaland internal entities and partnerships, respectively.

Primary lockupThe primary lockup is used for externalfacing entities that represent anextension of the Slack master brand.These are programs, products, eventsand groups with the highest potentialfor external visibility to promote brandrecognition.We lock up the Slack logo with theentity name. The name should appearin lowercase, typeset in Hellix regular,optical kerning, with -10 tracking. Theentity name is set to the right of theSlack logotype, separated by a distanceequal to “A.”33Slack Brand GuidelinesDesign elements

Secondary lockupThe secondary lockup is used only forinternal-facing entities that contributeto our employee experience. These areprograms, tools, events and groupswith the highest potential for internalvisibility and adoption.We lock up the Slack octothorpewith the entity name. The nameshould appear in lowercase, typesetin Hellix regular, optical kerning, with-10 tracking. The entity name is setto the right of the Slack octothorpe,separated by a distance equal to “A.”34Slack Brand GuidelinesDesign elements

Partnership lockupThe partnership lockup is used forcommunication around approvedSlack partnerships.Clear space equals thewidth of one octothorpeWe lock up the Slack logo with apartner logo, placing the Slack logoeither to the left or top of the

Empathy Curiosity. 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. Courtesy Kindness. Generosity. Thoughtfulness. Making an effort to save others time (everyone’s time is important, regardless of .

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