1 Slack Brand Guidelines Design Elements

Hello.
We’re happy you’re here
2 Slack Brand Guidelines Design Elements
Table of contents

Section 1: Defining our brand 5 Master brand offerings 38

Partnerships 39
Who we are 6 Adjacent brands 41
How we describe the need for Slack 8 Departments 42
Brand values 10 Teams` 43
Persona and personality 11 Illustrations 44
Voice and tone 13 Icons 45
Abstract UI 46
Photogtaphy 48
Section 2: Design elements 17 Video 50

The octothorpe 18
Our logo 19 Section 3: Governance 51
Our logo (for small use) 20
Usage on backgrounds 22 General Terms 53
One-color use 23 Trademarks 54
Logo misuse 24 Visual design of your website or application 56
Core colors 25 Trade dress 57
Secondary colors 26 Merchandise 58
Accessible color combinations 28 Use requirements and terms 59
Typography: Larsseit 29
Typography: Slack Circular 30
Type specimen: Ideal stack 31
Gsuite substitute: Proxmia Nova 33
Type specimen: Ideal stack 34
Localized languages 35
Brand architecture 37

3 Slack Brand Guidelines Defining our brand

4 Slack Brand Guidelines Design Elements
Section one: Defining our brand

In which we outline the building blocks of Slack brand,

including what we stand for, what sets us apart, why
we choose the words we choose, and how we have
decided to show up in the world.

5 Slack Brand Guidelines Defining our brand

Who we are

Slack is where work Our mission is to make people’s working lives simpler, more
pleasant and more productive.

happens. It’s where Our vision is a world where organizations can achieve agility
easily, no matter their size.

people have the Please use “Slack” only as an adjective followed by a

description of our services. “Slack” should not be used as
a verb, plural, or possessive.
perfect conditions to
connect, to align, to get
context; so they can
work toward shared
goals, together.

6 Slack Brand Guidelines Defining our brand

7 Slack Brand Guidelines Design Elements
How we describe the need for Slack

Challenge
The 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.

Solution
Slack 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.

Result
With Slack we all have the power to do our best work:
individuals, teams, organizations, and even software.

8 Slack Brand Guidelines Design Elements

9 Slack Brand Guidelines Design Elements
Brand values

Empathy Playfulness
Understanding. Appreciation. Generosity. Open. Inviting. Receptive. Creative.
Giving people the benefit of the doubt and the respect that Looking at the world sideways, being curious, improvising.
is due to them. Being human and recognizing the humanity in Playing well with others; being open for the pass. Providing
others. Being understanding and appreciative. delightful experiences to our customers.

Courtesy Solidarity
Kindness. Generosity. Thoughtfulness. Unity. Mutual Support. Cooperation.
Making an effort to save others time (everyone’s time is Taking the interests of all into account.
important, regardless of rank or title). Going the extra mile to Seeing ourselves as part of a team, rather than a collection
make it easier for others; preparing in advance, anticipating of individuals. Seeking harmony and community.
needs. Being honest, humble and fair.

Thriving
Craftmanship Living fully. Flourishing.
Respect for excellence. Mastery. Taking this opportunity to do the best work of your life and
Great care. Attention to detail. supporting others in doing the same. Taking pleasure in the
Always learning to do it better. Sweating the small stuff. exercise of your craft and playing with your whole heart.
Acting intentionally, mindfully and on purpose. Engaging your responsibilities with drive, inspiration, and
presence.

10 Slack Brand Guidelines Defining our brand

Persona and personality

We are: Creative, Our culture turned inward creates our product; our culture
turned outward creates our brand.

professional, Our brand is a reflection of who we are as a company and

what we represent in the world of work.

thoughtful, respectful, If nothing else, our outward-facing brand should represent

the best of what we bring to work as colleagues at this
company. Smart, humble, hardworking and collaborative.

purposeful and We are deliberately human — we aim to be an ideal

colleague: One that works on the basis of respect

curious; We are smart, and admiration for working people; someone who
communicates in a way that is smart, humble, hardworking
and collaborative. Who doesn’t dominate the conversation
humble, hard-working, and never wastes your time; who knows the answer if you
have a question — and the context, and shows you how to
find it yourself in the future.
collaborative. We demonstrate our commitment to being customer-
centric by placing those humans at the center of every
communication; not ourselves.

11 Slack Brand Guidelines Defining our brand

12 Slack Brand Guidelines Design Elements
Voice and tone

The key to sounding We are humans, speaking to humans. We distinguish

ourselves from other business communication software
through the way we use design and language to make

like Slack is to speak communication feel simpler and more pleasant. By being
deliberate and thoughtful with the way we use language, we
encourage people to feel a deeper connection with Slack —

directly to the user, in and how they use it with their coworkers.

While we intend to have a more conversational, human tone

a voice that they can in the main; that doesn’t mean that we’re overly informal.
Our tone will vary depending on the audience, the context,
and the information we need to get across.

hear and recognize. Our voice isn’t just an intrinsic part of the product, it’s
an external representation of the people behind it. And
because of that, we aren’t necessarily making hard rules
about what to say or what not to say. But some of them are
a little firm.

13 Slack Brand Guidelines Defining our brand

Voice and tone

Here’s what we are (and aren’t): We are characterful. But we never let character overwhelm
content. What we have to say is infinitely more important
than being admired for the way in which we say it. If people
can’t see the substance for the style, we’ve gone wrong.
• Confident (never cocky)
In writing: we value perspicuity above all. Be clear, be
• Witty (but never silly) concise, omit unnecessary words, make sure that whatever
you say has purpose; but don’t be robotic. Contractions are
• Conversational (but always appropriate your friend.

and respectful) We don’t use cheap words that recall the failures of those
companies who have gone before us, and we don’t use
• Intelligent (and always treats our users as Silicon Valley cliches and jargon. We would only describe
people as Ninjas or Rockstars if they were actually those
intelligent, too) things for a living. We don’t lean on pop culture references
or things that feel exclusionary.
• Friendly (but not ingratiating),
We are considered and intentional with the words we use.
• Helpful (never overbearing) We recognise and appreciate the power of language, and
use it with eloquence and elegance (while never getting
• Clear, concise and human. carried away with ourselves).

Nor do we mess around with Slack. We don’t use use

Slacker/Slacking/Slackee to describe who we are or what
we do. That means no “Happy Slacking!” to sign off emails,
no matter how catchy a phrase it might be. While other
people are free to make up whatever word they want to

14 Slack Brand Guidelines Defining our brand

Voice and tone

describe the using of Slack or someone who uses it, we do

not (externally) claim any of these as official terms. That’s up
to others to decide. Something will surface eventually and
We are authentic.
be organically adopted: We don’t need to legislate on it.

It should go without saying, but it is still worth saying:

We like the people
Never use exclusionary terms, cultural appropriation,
ableist language, misgendering or anything that could be
interpreted as a slur. If you’re on the fence about whether
we’re talking to.
you’re using something that could be taken as offensive,
inflammatory or exclusionary, find another word. We’re proud of what
we’re talking about.
That itself sets
us apart.

15 Slack Brand Guidelines Defining our brand

16 Slack Brand Guidelines Design Elements
Section 2: Design elements

In which we outline best practices for the use of Slack

brand assets and offer useful examples.

17 Slack Brand Guidelines Design Elements

The octothorpe

The octothorpe is composed of simple Octothorpe

geometric shapes and four primary
colors.

The symbol is legible at most sizes, and

a small version is provided for micro
applications.

The two basic shapes used in the

octothorpe—a speech bubble and a
lozenge—can be extracted and used as
graphic elements.

19x19 Grid

18 Slack Brand Guidelines Design Elements

Our logo

The Slack logo is composed of an

octothorpe and a logotype set in Hellix
Bold.

The horizontal logo is the primary logo

and should be used in most instances.
The stacked logo is for large-scale use.
Avoid using at small sizes, as it can
become illegible.

Always use the logo files provided.

Do not re-create.

19 Slack Brand Guidelines Design Elements

Our logo (for small use)

There is a specific logo for small sizes

and should be used when the logo is
rendered at a size between 50px wide Maximum Sizing for Minimum Sizing for
and 90px wide. Small Use Logo Small Use Logo

The small logo mark should be used at

a size between 15px tall and 20px tall. 90px wide max, approx
90px wide max, approx
Only the horizontal logos are
appropriate for small use. Do not use
the stacked logo for small use.
(or approx 1.25 inches) (or approx 0.7 inches)

20px height max, approx 15px height max, approx

(or approx0.28 inches) (or approx 0.2 inches)

20 Slack Brand Guidelines Design Elements

21 Slack Brand Guidelines Design Elements
Usage on backgrounds

The full-color logos should be used only

on white, black, or aubergine colored
backgrounds.

Avoid using full-color logos on

photographs unless the logo sits on a
black or white area of the image.

22 Slack Brand Guidelines Design Elements

One-color use

The one-color logo should be used only

on photographs and color backgrounds
within the Slack color palette.

The one-color logo should only be used

in black and white colorways.

If using an aubergine background, we

strongly prefer to use the full-color
logo. However, if design limitations
conflict with this, then the logo should
appear in white on aubergine.

23 Slack Brand Guidelines Design Elements

Logo misuse

Do not crop the logo Do not distort the logo

Do not change the Do not use drop shadows

transparency of the logo or any other effects

Do not shuffle around Do not re-create using any

the colors of the octothorpe other typeface

Do not use different colors Do not outline logotype

Do not change the size or

position of the octothorpe Do not rotate any part of
and logotype. the logo

24 Slack Brand Guidelines Design Elements

Core colors

Use these color proportions in any

White Black Aubergine Aubergine (Null)
layout or collateral design. Text should HEX ffffff PMS Black PMS 261 HEX 611F69
always be set in black, white CMYK 0-0-0-100 CMYK 68-95-33-22
or aubergine. RGB 0-0-0 RGB 74-21-75
HEX 000000 HEX 4A154B
Blue, yellow, green and red can be used
as accent colors in the proportions
shown above.
Aubergine (Active)
The blue has an accessible alternative HEX 7C3085
#1264A3 for blue text links on a
white background. The green has an
accessible alternative #007A5A for
success states on the web. We also
use Aubergine Null (#611F69) and
Aubergine Active (#7C3085) to create
zero and hover states on the web. Blue Yellow Red
Green
PMS 298 PMS 2250 PMS 7409 PMS 214
CMYK 65-10-2-0 CMYK 79-2-75-0 CMYK 4-33-98-0 CMYK 13-100-36-0
RGB 54-197-240 RGB 46-182-125 RGB 236-178-46 RGB 224-30-90
HEX 36C5F0 HEX 2EB67D HEX ECB22E HEX E01E5A

Blue (Accessible) Green (Accessible)

HEX 1264A3 HEX 007A5A

25 Slack Brand Guidelines Design Elements

Secondary colors

Do not use secondary colors for

PMS 7568 C PMS 7623 C PMS 709 C PMS 489 C
text. Only use white (#ffffff) or black CMYK 45-94-43-25 CMYK 27-99-95-27 CMYK 0-78-48-0 CMYK 0-19-22-0
(1C1D1C) text over secondary color RGB 124-40-82 RGB 124-40-82 RGB 242-96-106 RGB 254-212-190
backgrounds. HEX 7C2852 HEX 921D21 HEX F2606A HEX FED4BE

Use the text pairings above as a guide

for accessibility. PMS 2060 C PMS 2439 C PMS 495 C PMS 7604 C
CMYK 24-78-19-0 CMYK 10-54-61-0 CMYK 1-32-13-0 CMYK 3-5-9-0
Secondary colors can be used with our RGB 192-91-140 RGB 222-137-105 RGB 246-187-193 RGB 244-237-228
HEX C05B8C HEX DE8969 HEX F6BBC1 HEX F4EDE4
core colors, but this should be limited.

PMS 130 C PMS 3425 C PMS 2221 C PMS 661 C

CMYK 0-43-100-0 CMYK 87-37-95-32 CMYK 81-23-35-1 CMYK 100-94-9-1
RGB 255-161-0 RGB 24-95-52 RGB 0-150-162 RGB 30-50-143
HEX FFA100 HEX 185F34 HEX 0096A2 HEX 1E328F

PMS 7403 C PMS 576 C PMS 2225 C PMS 7689 C

CMYK 0-16-59-0 CMYK 59-23-93-5 CMYK 48-0-16-0 CMYK 78-35-13-0
RGB 255-213-126 RGB 119-152-70 RGB 120-215-221 RGB 47-138-183
HEX FFD57E HEX 779846 HEX 78D7DD HEX 2F8AB7

PMS Black 3 C PMS Cool Gray 11 PMS Cool Gray C PMS 427 C
CMYK 72-67-64-76 C CMYK 59-50-50-18 CMYK 7-5-5-0
RGB 29-28-29 CMYK 67-62-57-43 RGB 105-105-105 RGB 235-234-235
HEX 1D1C1D RGB 255-255-255 HEX 696969 HEX EBEAEB
HEX 464145

26 Slack Brand Guidelines Design Elements

27 Slack Brand Guidelines Design Elements
Accessible color combinations

All examples shown pass the contrast

standards with the exception of small
blue text on an aubergine background.
White on black Blue on black
Never typeset small blue text on
aubergine. Instead, reserve blue text on White on black Blue on black
aubergine backgrounds only for larger
headline typography.
White on aubergine Blue on aubergine
White on aubergine Blue on aubergine

Text 1 on Lt Gray 1 (Active) on Lt. Gray 1

Text 1 on Lt Gray 1 (Active) on Lt. Gray 1

Headline on Lt Gray 2 (Null) on Lt. Gray 2

Headline on Lt Gray 2 (Null) on Lt. Gray 2

Black on blue
Black on blue

28 Slack Brand Guidelines Design Elements

Typography: Larsseit

Slack headlines are set in Larsseit.

When using Larsseit to create headings Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk
on embedded or printed collateral for
Slack, always typeset it with Optical
kerning, set the tracking to 0, and set
Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu
Vv Ww Xx Yy Zz 0123456789
in sentence case. Do not set in all-caps
or all-lowercase. When using Larsseit
to typeset headings on the web, set
the letterspacing to -1px for smaller
headlines and -2px for larger headlines.
Thin Nymphs blitz quick vex dwarf jog.
Note: If converting G Slides to Keynote
or Powerpoint, use Larsseit throughout Thin Italic DJs flock by when MTV ax quiz prog.
for headlines and body text. If the Light Typografie Maamerkkinä.
presentation originates in Keynote or
Power Point, follow regular brand font Light Italic Saturation Pracovitějším.
guidelines. Regular Brick quiz whangs jumpy veldt fox.
Regular Italic Glib jocks quiz nymph to vex dwarf.
Medium Požiadavkou Motorického.
Medium Italic Bright vixens jump; dozy fowl quack.
Bold OŻywiona Matemático.
Bold Italic Quick wafting zephyrs vex bold Jim.
Extrabold Architekten Zwitserland.
Extrabold Italic Praktischer Revolutions.

29 Slack Brand Guidelines Design Elements

Typography: Slack Circular

Typeset all text and paragraph text

in Slack Circular. When using Slack Aa Bb Cc Dd Ee Ff Gg Hh Ii
Circular to set text on embedded or
printed collateral for Slack, always
typeset it with Optical kerning, set the
Jj Kk Ll Mm Nn Oo Pp Qq
Rr Ss Tt Uu Vv Ww Xx Yy Zz
tracking to -10, and set in title case or
sentence case (as determined by the
content). Do not set in all-caps or
all-lowercase.

When using Slack Circular to typeset

0123456789
text on the web, set the letterspacing
to 0px for normal paragraphs and
-0.2px for hero paragraphs. Book Brick quiz whangs jumpy veldt fox.
Book Italic Glib jocks quiz nymph to vex dwarf.
Medium Požiadavkou Motorického.
Medium Italic Bright vixens jump; dozy fowl quack.
Bold OŻywiona Matemático.
Bold Italic Quick wafting zephyrs vex bold Jim.
Black Architekten Zwitserland.
Black Italic Praktischer Revolutions.

30 Slack Brand Guidelines Design Elements

Type specimen: Ideal stack

H1
Larsseit Bold, 36/38 A better way to work
H2
Larsseit Bold, 24/28 Simpler, more pleasant and more productive
The kind of thing you don’t know you need, but once you have it,
H3
Larsseit Bold, 18/21

you can’t live without it. It feels like the natural evolution of work.
H4
Larsseit Bold, 12/15 After all, every organization needs a little Slack.

P There is an enormous and heretofore largely unmet wrong inbox, you have access to none of it. Rather Share channels with companies Hero P
Circular Book, demand for an easier way to coordinate and align than inboxes, all those messages are organized into Circular Book,
Style Set 2, people. That demand is why Slack is here today, and channels. Channels can correspond to anything - proj- and businesses you regularly work Style Set 2,
Optical Kerning, why Slack is being adopted all over the world. Email ects, teams, planning, office locations, business units, Optical Kerning,
-10 Tracking
with to bring all the right people -10 Tracking
is the default coordinating point for communications functional areas, temporary channels for things like
7/9 and the go-to platform enterprise software develop- planning an offsite. Unlike email, Slack was designed into the same room. 10/14
ers use when they need to reach human beings, but from the bottoms-up to integrate with the software
inside a company it works poorly. Enormous flows tools you use every day. Whatever tools you already
of information course through it, but each person use, Slack vastly increases the value of your software CTA Text
has only a tiny view. Email holds rich history: all the investment, by making it easier to access, easier to Circular Bold,
decisions made, questions answered and information act upon, and easier to share. Style Set 2,
shared, but if you’re new to a company, or just in the Optical Kerning,

“We believe that the advantages are so great

Quote Mark +20 Tracking
Circular Book, 36 7/9

Pull Quote
Larsseit Thin, 18/21

that a shift to working on Slack, or something

like it, is inevitable.
Attribution Marcel Gherkins
Circular Bold/ Spokesperson, Slack
Book Italic, 7/9

31 Slack Brand Guidelines Design Elements

32 Slack Brand Guidelines Design Elements
G Suite substitute: Proxima Nova

Proxima Nova is the web-safe font to

use on all text when Slack’s brand Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk
fonts are not available (Google Docs,
Slides, etc.).
Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu
Vv Ww Xx Yy Zz 0123456789
Normal Brick quiz whangs jumpy veldt fox.
Italic Glib jocks quiz nymph to vex dwarf.
Semi Bold Požiadavkou Motorického.
Semi Bold Italic Bright vixens jump; dozy fowl quack.
Bold OŻywiona Matemático.
Bold Italic Quick wafting zephyrs vex bold Jim.
Extra Bold Architekten Zwitserland.
Extra Bold Italic Praktischer Revolutions.

33 Slack Brand Guidelines Design Elements

Type specimen: Ideal stack

A better way to work

Headline
Proxima Nova
Bold, 48 pt

Subtitle
Proxima Nova
Semi Bold, 30 pt Simpler, more pleasant and more productive
Quote
Proxima Nova
Normal, 24 pt
We believe that the advantages are so great that a shift to
working on Slack, or something like it, is inevitable.
Body Copy
Proxima Nova After all, every organization needs a little Slack.
Normal, 18 pt

34 Slack Brand Guidelines Design Elements

Localized languages

Japanese
Font size is 15% smaller than English.
In general, the Japanese characters
tend to be bigger than Roman
alphabets and numbers even when set
at the same font size (with “Western”
fonts, in particular).

Noto Sans is used for the Slack

App/ui Hiragino Gothic is used for
Google Slides

Portuguese, Spanish, French

and German
Font size Is 10% smaller than English
Allow for 20-30% more characters

35 Slack Brand Guidelines Design Elements

36 Slack Brand Guidelines Design Elements
Brand architecture

In which we break For anything that faces an eternal audience we use

the full Slack logo to build equity around our core
brand. Swag included because it faces external
down the difference audiences.

between different For internal-facing programs we use the logo mark.

This makes it clear these programs are still part of
Slack while allowing for some individuality.
uses of the logo and Adjacent brand logos are unique, but use the Slack

the mark, and where

logo font and incorporate a speech bubble to
create a link back to the Slack logo.

we use them.

37 Slack Brand Guidelines Design Elements

Master brand offerings

Master brand offerings are any external

facing programs created and offered
by Slack.

For master brand offerings, we lockup

the Slack logo with the program name.
The program name is typeset in Hellix
light, optical kerning, with -10 tracking,
out to the right of the slack logotype,
separated by a distance equal to “A”
(the distance between the octothorpe
and the logotype).

38 Slack Brand Guidelines Design Elements

Partnerships

For partnerships, we lockup the Slack Clear space equals the

width of one octothorpe
logo with a partner logo, preferably
with Slack coming first.

Use clear space between logos. Clear

space should be octothorpe-sized and
divided in half by a vertical line. Partner logos are aligned to
the baseline of the logotype

Partner logos should be aligned to the

optical baseline of Slack’s logotype.

We are excited to work with you! We

kindly ask you adhere to the following:

• Do not use the Slack name or marks

as part of your own.
• Do not use Slack in any advertising
without our explicit approval.
• Do not use the Slack assets or
similar words/marks on apparel or
merchandise.

39 Slack Brand Guidelines Design Elements

40 Slack Brand Guidelines Design Elements
Adjacent brands

Adjacent brands are initiatives,

conferences, etc. that are not directly
part of the Slack product.

For adjacent brands, a unique logomark

is constructed on the same 19x19 grid
as the octothorpe, and using at least
one of the octothorpe’s speech bubble
shapes. The adjacent brand logotype is
typeset in Hellix Bold, Optical kerning,
with -5 tracking, out to the right of the
Slack logotype, separated by a distance
equal to “A” (the distance between the
octothorpe and the logotype).

41 Slack Brand Guidelines Design Elements

Departments

For departments we lockup the

department name with our logo mark.
The departmental lockup is typeset
in Hellix regular, optical kerning, with
-10 tracking, out to the right of the
octothorpe, separated by a distance
equal to the octothorpe and divided by
a vertical line halfway.

42 Slack Brand Guidelines Design Elements

Illustrations

Our illustrations should always reflect the Slack

personality of human, approachable, smart and
can be witty, but never silly.

43 Slack Brand Guidelines Design Elements

Icons

Slack.com
Slack icons are used across different
brand touchpoints from marketing,
environment to product.

They provide symbolism, conceptual

clarity, and visual interest in simplistic
shapes and forms.
Roles Events

Miscellaneous

44 Slack Brand Guidelines Design Elements

UI abstractions

We use different levels of abstraction

depending on the message we are
trying to convey and the space we have
for it.

Use the full ui to refer back to our

product, and isolated message panes to
highlight a feature.

Actual text can be used in combination

with abstracted content in order to
highlight a specific feature or function.

45 Slack Brand Guidelines Design Elements

46 Slack Brand Guidelines Design Elements
Photography

Like our brand voice, all photography

direction is based on a spectrum of
relatable to aspirational.

Avatars: Relatable, human, warm,

quirky, but not silly, colorful, but
mature, personable.

Still life: Attainable, clear, concise,

human, demonstrates Slack’s
personality, simple, not overly complex

Lifestyle: Aspirational, alludes to

collaboration, confident, clear, focused,
environmentally inclusive (the subject is
a part of something bigger)

47 Slack Brand Guidelines Design Elements

48 Slack Brand Guidelines Design Elements
Video

Lower thirds. Design should be clean

and clear. Names should be set in
Larsseit bold, titles in Circular book
and backgrounds set to 80% opacity.

Ending slates. All videos should end

with the Slack logo, animated or still.

Watermarked logos. Watermarked

logos should be placed in the upper
left at 50% opacity.

49 Slack Brand Guidelines Design Elements

Governance

50 Slack Brand Guidelines Design Elements

51 Slack Brand Guidelines Design Elements
1. General Terms

a. Slack permits its customers, third party developers, partners

and the media ("you") [confirm this list] to use its name,
trademarks, logos, web pages, screenshots and other brand
features (the Slack "Brand Features", "Marks" or "logos") only in
limited circumstances and as specified in these Guidelines. By
using Slack’s Marks, you agree to adhere to these Guidelines
and specifically to the Use Requirements and Terms below. If
you have a separate agreement with Slack that addresses use
of the Slack brand, that agreement shall govern your use of the
Slack Marks.

b. The Slack marks include the Slack name and logo, and any
word, phrase, image, or other designation that identifies the
source or origin of any of Slack's products.

c. List of trademarks:
i. SLACK
ii. The Slack logo
iii. Where Work Happens
iv. Slackbot
v. Several People Are Typing

52 Slack Brand Guidelines Design Elements

2. Trademarks

a. “SLACK” text usage guidelines 2. For international use, do not use the ® symbol.
i. The company name is “Slack Technologies, Inc.” Instead say “Slack is a trademark and service mark
ii. Do of Slack Technologies, Inc., registered in the U.S.
1. When “Slack” is used, use only as an adjective and in other countries.” at the bottom of the page
followed by a description of our services on which the Slack word mark first appears.
2. Examples: Slack collaboration software, others? 3. On all marketing materials, include “Copyright 2019
3. If true, you’re welcome to say that your product Slack Technologies, Inc.” marking at bottom, right
integrates with Slack (we love that!), but please don’t justified for all marketing materials. [Minimum font
use our name or marks as part of yours. size to be specified (e.g., cannot be smaller than N
iii. Do Not pt font -OR- needs to be legible)]
1. Don’t use “Slack” as a noun, verb, plural, or b. Logo use guidelines
possessive i. Download logos at [link]
2. Don’t use the Slack marks in a way that suggests a ii. Logo usage guidelines at https://a.slack-edge.
common, descriptive, or generic meaning com/0f43e/marketing/img/media-kit/Slack-Brand-
3. Don’t register a domain containing the word “slack” Guidelines.pdf
or any variation thereof. Deliberate misspellings and iii. Do:
transliterations are also not permitted. 1. Ensure there is adequate space between the logo
4. Do not apply for a trademark that includes the word and surrounding elements.
“slack,” our logo, or any other words or marks similar 2. For the horizontal logo, the clear space around it
to our own should always be greater than or equal to the size of
5. Do not use “Slack” or our other trademarks in the octothorpe.
connection with advertising (search engine or 3. For the stacked logo, the clear space around it
otherwise) without explicit approval from Slack should always be greater than or equal to the length
6. Don’t use the Slack logo (with or without your of one lozenge in the octothorpe.
company logo) iv. Do not:
iv. Marking 1. Please don’t modify the marks or use them in a
1. For usage only within the U.S., use the ® symbol on confusing way, including suggesting sponsorship
the most prominent use of the word Slack (Slack®), or endorsement by Slack, or in a way that confuses
and say “Slack is a registered trademark and service Slack with another brand (including your own).
mark of Slack Technologies, Inc.” at the bottom 2. Don’t use any logos or similar imagery to represent
of the page on which the Slack word mark first Slack other than the examples we have provided in
appears. the Slack Brandfolder.

53 Slack Brand Guidelines Design Elements

2. Trademarks

3. Don’t use a Slack Asset as a substitute for your own c. Screenshots

— if you don’t have a logo, please do not co-opt i. Screenshots of the Slack software and website are per-
ours mitted for instructive, educational, or illustrative purpos-
4. Don’t overprint or obstruct any part of the logo es
5. Don’t add special effects to the logo, including ii. Don’t alter screenshots, except to resize
animation iii. Don’t include screenshots in your product user interface
6. Don’t use old versions or any other marks or logos to iv. Don’t use screenshots that contain third-party content
represent our brand without the permission of the third party
7. Don’t distribute or otherwise make available our v. Don’t use screenshots that contain an image of an
logos, marks, or assets identifiable individual or other personally identifiable
8. Don’t crop the logo information
9. Don’t outline logotype
10. Don’t rotate any part of the logo
11. Don’t distort the logo
12. Don’t use drop shadows or any other effects
13. Don’t re-create using any other typeface
14. Don’t change the transparency of the logo
15. Don’t shuffle around the colors of the
octothorpe
16. Don’t use different colors
17. Don’t change the size or orientation of the
octothorpe and logotype in relation to each other
18. No disparaging or objectionable use is
permitted

54 Slack Brand Guidelines Design Elements

3. Visual design of your website or application

a. When designing your own website, we encourage you to be

yourself. But please do not copy or imitate the look and feel of
Slack’s products or sites. Doing so may create user confusion or
imply Slack’s endorsement.
b. Please do not use, display, mirror or frame (including in meta-
tags or hidden text) Slack websites, or any individual element
of Slack websites, or any other Slack Assets, or the layout and
design of any page or form contained on a page.
c. If utilizing the Slack API to support your service or application,
you must avoid suggesting your service or application is
produced or supported by Slack. If we believe ambiguity exists,
we may request that you state clearly that your service is “not
created by, affiliated with, or supported by Slack Technologies,
Inc.”
d. If we ask you to include such a message on your page, you must
ensure that it is displayed on the initial page load and is clearly
visible on either a dark or light background. Text should be a
minimum of 15pt. and a minimum of 80% opacity black or white
in color.

55 Slack Brand Guidelines Design Elements

4. Trade dress

a. Do not use or imitate Slack’s distinctive “look and feel” or other

identifiable and unique visual elements of the Slack brand
assets, Slack software or www.slack.com website, including (but
not limited to) the color combinations, graphics, sounds, icons,
typefaces, or other stylization.

56 Slack Brand Guidelines Design Elements

5. Merchandise

a. Do not use the Slack Assets or any other confusingly similar

words or marks on any apparel, toy, product, or other
merchandise
b. If you’re interested in purchasing Slack branded goods, we sell
a range of official products in the Slack Shop. All proceeds are
donated to charity.

57 Slack Brand Guidelines Design Elements

6. Use requirements and terms

a. Any use of Slack brand assets must conform to these guidelines.

b. These guidelines may be modified at any time. Use of the Slack
brand assets constitutes consent to any modifications to the
guidelines.
c. Slack has sole discretion in determining if use of the Slack assets
violates these guidelines
d. Termination: Slack may ask that you stop using the brand assets
at any time. In the event of termination, use of brand assets
must stop within a reasonable period from the date of the
request, and in all cases no more than 7 days from the date of
the request.
e. Reservation of Rights: Slack is the owner of all rights in the
Marks and reserves all rights save the limited license granted
here. Use of the Marks pursuant to this license shall not be
construed as limiting any of Slack’s rights in the Marks.
f. SLACK DISCLAIMS ANY WARRANTIES THAT MAY BE EXPRESS
OR IMPLIED BY LAW REGARDING THE SLACK MARKS (TO
THE EXTENT PERMITTED BY LAW), INCLUDING WARRANTIES
AGAINST INFRINGEMENT.
g. Contact us (at help.slack.com?) to request use of brand assets in
a manner inconsistent with the guidelines or for any questions.

58 Slack Brand Guidelines Design Elements

Questions?

For any brand inquiries contact

[email protected]

59 Slack Brand Guidelines Design Elements

60 Slack Brand Guidelines Design Elements