Docusign Brand Identity Guidelines 2024
Docusign's Official Brand Identity Guidelines (Version 1, April 11, 2024) for designers, marketers, and product teams.
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The 102-slide manual covers the 'Bringing Agreements to Life' positioning and 'Dynamic Connection' creative platform, with rules for the Nexus icon, DS Indigo wordmark, color system (Cobalt, Inkwell, Poppy), photography, motion, product imagery, and co-branding lockups.
- Slide 1: Docusign: Brand Identity Guidelines
- Slide 2: Comprehensive table of contents listing sections and page numbers
- Slide 3: Section opener introducing the updated brand identity and positioning
- Slide 4: Explains Docusign's updated identity and the company's move into Intelligent
- Slide 5: Describes the rebrand as a purposeful reinvention to create
- Slide 6: Section opener for Brand Strategy that introduces the brand promise
- Slide 7: Brand Promise: Bringing Agreements to Life
- Slide 8: Bringing Agreements to Life
- Slide 9: Creative Platform: Dynamic Connection
- Slide 10: Visual Principle 1: Connection
- Slide 11: Visual Principle 2: Dynamism
- Slide 12: Docusign Name: Capitalization Change
- Slide 13: Section opener introducing the Logo chapter and the design grid
- Slide 14: The logo is composed of the Nexus icon
- Slide 15: The Nexus icon symbolizes convergence:two shapes forming an agreement:and includes
- Slide 16: The wordmark is based on DS Indigo with custom letterforms
- Slide 17: Horizontal & Vertical Lockups
- Slide 18: Minimum clear space rules: for horizontal lockups, maintain clear space
- Slide 19: When a trademark symbol is required, apply it
- Slide 20: Use the Docusign IAM lockup only in platform-specific moments
- Slide 21: Tagline lockup: 'Bringing Agreements to Life'
- Slide 22: Logo misuse: six prohibited treatments
- Slide 23: Light and dark logo color combinations
- Slide 24: One-color logo usage and contrast rules
- Slide 25: Logo color misuse: avoid low-contrast placements
- Slide 26: Co‑branding lockups and divider rules
- Slide 27: Usage guidelines and prohibited mark uses
- Slide 28: Section opener: Color
- Slide 29: Brand palette: Cobalt, Inkwell, Deep Violet, Poppy, Mist
- Slide 30: Color usage and balance ratios (2–4 color)
- Slide 31: Recommended, graphic, and text pairings that balance contrast and harmony
- Slide 32: Color combinations applied to web and social
- Slide 33: Physical and digital color applications
- Slide 34: Accessibility: WCAG color combinations
- Slide 35: Color misuse: what to avoid
- Slide 36: Approved gradients: Pearl, Atmosphere, Haze, Glow
- Slide 37: Light and dark theme guidance
- Slide 38: Section opener introducing the brand's guidelines and the transition
- Slide 39: DS Indigo: the brand typeface
- Slide 40: DS Indigo weights: Light to Bold
- Slide 41: Use DS Indigo Light for display headlines, DS Indigo Regular
- Slide 42: Default to left-aligned text, set tracking to −2% for display
- Slide 43: Recommend 50–75 characters per line for long-form body text
- Slide 44: Lists approved type-on-fill color combinations (for example white on cobalt
- Slide 45: Calls out common errors to avoid: inaccessible color contrast
- Slide 46: Specify Helvetica or Arial as simple sans‑serif fallbacks for email
- Slide 47: Section opener introducing the Visual Elements chapter and the isometric/diamond
- Slide 48: Define a set of core geometric shapes (circle, square, triangle
- Slide 49: The Shape of Agreements
- Slide 50: Define pictograms as simple, spot illustrations that represent products, services
- Slide 51: Defines a 32px grid, 1:1 ratio, and brand color hierarchy
- Slide 52: Illustrations built on an isometric grid
- Slide 53: Intersections: overlapping geometry and texture
- Slide 54: Intersections as repeatable patterns
- Slide 55: Glassmorphism: subtle glass-like layering
- Slide 56: Glassmorphic illustrations on isometric art
- Slide 57: Glassmorphic textures for rich backgrounds
- Slide 58: Data visualization: readable, branded charts
- Slide 59: Product imagery: in-context device examples
- Slide 60: Representing product imagery: three fidelity approaches
- Slide 61: High-fidelity interfaces should mirror the deployed DocuSign product:include menu bars
- Slide 62: Simplified interfaces abstract complex screens to highlight a single feature
- Slide 63: Contextual photos must show real people using real DocuSign UI:replace
- Slide 64: Use stylized device frames (thin poppy-to-cobalt gradient stroke, rounded corners
- Slide 65: Section opener establishing photography as a core brand element
- Slide 66: Three guiding principles:Connected, Natural, and Inspired:define DocuSign photography: show real
- Slide 67: Portraits should be bright and vibrant with shallow depth
- Slide 68: Context, Industry, and Landscape
- Slide 69: A practical checklist: capture fluid, natural posing; represent diverse ages
- Slide 70: Do/Don't gallery contrasting approved photography (warm grading, candid selects, inclusive
- Slide 71: Docusign photography should be color-corrected and graded only as needed
- Slide 72: The Nexus icon functions as a dynamic container for photo
- Slide 73: The central document shape of the Nexus can be used
- Slide 74: Simple outline strokes bring a small brand accent:use Poppy
- Slide 75: Textured stroke outlines activate at intersections with other objects
- Slide 76: Section 9 introduces Docusign's video and motion guidelines, transitioning
- Slide 77: Video Foundations and Content
- Slide 78: Crafting our content around our intent
- Slide 79: Informing our decisions by the platforms our content will be seen
- Slide 80: Docusign video art direction emphasizes relatable, human, warm imagery: bright
- Slide 81: B-roll is recommended when budgets or timelines preclude original shoots
- Slide 82: Maintain alignment and consistency by placing elements inside the DocuSign
- Slide 83: Lower thirds introduce on‑screen people and should include name, preferred
- Slide 84: The XL lower third emphasizes a subject's name with enlarged
- Slide 85: Use subtitles across all digital video for accessibility and silent
- Slide 86: Set the DocuSign logo at 100px height in the exact
- Slide 87: Casting should reflect inclusive representation so viewers see themselves
- Slide 88: Wardrobe should feel comfortable and modern: prefer simple, neutral, camera‑friendly
- Slide 89: Appendix: Brand in Use
- Slide 90: App icon mockup demonstrating the DocuSign launcher icon
- Slide 91: Social media profile icon and banner image
- Slide 92: Brand microsite on mobile
- Slide 93: DocuSign University splash page
- Slide 94: Intelligent Agreement Management landing page
- Slide 95: In-feed social media posts
- Slide 96: Vertical story frames showing a portrait crop, a branded hero
- Slide 97: Large-format digital frame applying a rotating-headline concept:'Bringing agreements to life'
- Slide 98: Out-of-home vertical billboard that combines portrait photography, headline 'Agreement insights
- Slide 99: Three-panel transit posters mixing geometric motifs, people photography, and headlines
- Slide 100: Single-panel transit poster with the headline 'Create, commit, and manage
- Slide 101: Out-of-home vertical banner application
- Slide 102: Out-of-home wide-format billboard application
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