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Brand & Style Guide

SI Brand Guidelines

Version 9_FINAL_approved_(2). This guide supersedes the guide that superseded it. Please read it in full, then do what Marketing says anyway.

Brand assets

Everything you need to represent SI, in one convenient download: logos, fonts, colors, templates, and tone of voice.

SI_brand_assets_v9_FINAL_USE_THIS.txt · 12 B

Download brand assets

Our voice

Confident, but pending approval. Warm, like a server room. Human, in the legal sense. We never say “no.” We say “let’s take this offline,” and then we go offline.

Clear space: one quarterly reorg, on all sides.

The SI logo is our most valuable asset after the people, who have been depreciated. It should appear on every document, slide, and badge, and nowhere it might be noticed by a customer.

  • Don’t stretch, rotate, recolor, or animate the logo.
  • Don’t place the logo on a busy background, such as the office.
  • Don’t make the logo bigger. Marketing will make it bigger.
  • Don’t perceive the logo without an approved ticket.

Color

Corporate Blue#2563EB

Primary. Use for everything.

Slightly Different Corporate Blue#2463EB

Secondary. Use for the other things. Never place it next to Corporate Blue, which it is.

Escalation Violet#7C3AED

For meeting notes and anything that was discussed.

Effective Red#E11D48

For policies, stamps, and the reply-all warning.

Do-Not Green#22C55E

Reserved for the Deploy button. Do not use. Green means go, and we have discussed going.

Meeting Grey#6B7280

For calendars, body copy, and the general mood.

Typography

  • DisplayFor announcements nobody asked for.
  • HeadingFor headings.
  • BodyFor the parts nobody reads.
  • CaptionFor the important parts.
  • LegalFor the most important parts, at 9px, in Meeting Grey.

Headlines: Inter. Body: Inter. Feelings: Inter. If Inter fails to load, use whatever loads and call it a refresh.

Writing style

Approved sign-offs

“Best,” “Thanks in advance” (for something nobody agreed to), “Per my last email,” and “See attached.” “Cheers” has been with Legal since 2019.

Words we use

Align, leverage, circle back, double-click, unpack, socialize, see attached. Words we avoid: “done,” “no,” and “quick,” as in “quick question,” Incident SI-0001.

Capitalization

Sentence case for sentences. Title Case for Titles. ALL CAPS for the CEO’s subject lines and for DO NOT.

The Oxford comma

We use the Oxford comma, the serial comma, and a recurring meeting to discuss commas.

Emoji

Permitted in moderation. Moderation is defined as one per reorg.

Numbers

Spell out one through nine. Use numerals for 10 and up, and for anything on a slide titled “Momentum.”

Do & don’t

Do

  • Say “as discussed” even when nothing was discussed.
  • Attach the file, eventually.
  • Describe every launch as “exciting,” including the ones that are.
  • Use “align” as a verb, a noun, and a greeting.

Don’t

  • Say “done.”
  • Use “Friday” and “deploy” in the same sentence, as this one just did.
  • Ask what synergy means. Synergy will find you.
  • Forward this guide. It is internal. The footer says so.

Photography

Use authentic photography of real people pointing at laptops, high-fiving near whiteboards, and laughing at something just out of frame, usually a salad. Every photo should look like a meeting is going well. If no meeting is going well, use a stock photo of one. See our leadership team for approved examples.