Slack

Brand identity

Description

A friendly, energetic workplace identity that pairs a deep aubergine anchor with four bright spot colors, making teamwork feel lively, human and well organized.

Industry

Team collaboration software

Audience

Teams and companies of every size looking for a warm, approachable way to work together

Voice

Friendly, upbeat, clear, human

Style keywords

friendly collaboration, aubergine anchor, four-color accents, soft pastel glow, rounded shapes, candid teamwork, airy white space, upbeat energy

Composition

One bold statement centered near the top with a single supporting line, one aubergine pill as the action, and a large people or product image anchored below. Keep generous white margins and let soft pastel gradients bleed in from the corners instead of filling the frame.

Imagery

Bright, candid photography of people collaborating, cropped into rounded frames; simple flat illustrations and friendly characters built from the four spot colors; soft pink, yellow and lavender gradient glows on white; clean, even daylight.

Do · 4

• Anchor every layout with one aubergine element before adding any bright accents
• Use the four brights together in small doses, never one alone as a large field
• Round the corners of image frames and shapes to keep the mood approachable
• Fade pastel gradient washes in from the corners to add warmth without clutter

Avoid · 4

• Several competing shades of purple in one layout
• Large flat blocks of cyan, green, yellow or pink
• Sharp-cornered, rigid frames that feel corporate
• Cold, staged stock photos of people in suits