VISUAL IDENTITY
How we look 
Logo
Complete logo
The awork logo consists of the entire brand name including the bot. This logo should be used whenever possible. In order to let it breath, you should always leave around one “x-height” of whitespace around the logo.
The standard color is blue on very light background. If you can’t choose the background or have a good reason for colorful or dark backgrounds, use the white version. Black is only for monochrome settings where colors aren’t possible.
Logo Usage
Blue standard,
use on light backgrounds
White use on dark
and colorful backgrounds
Black use only when
colors are impossible
The bot
The bot is our mascot (but not our logo!). We use it, when there is only very little space available (such as for favicons). The same color rules as for the logo apply.
Blue standard,
use on light backgrounds
White use on dark
and colorful backgrounds
Black use only when
colors are impossible
Colors
Primary colors
Blue
#69BDFF
RGB: 105 / 189 / 255
CMYK: 76 / 0 / 0 / 0
PANTONE 306 C
Yellow
#FFD26A
RGB: 255 / 210 / 106
CMYK: 0 / 15 / 85 / 0
PANTONE 116 C
Purple
#C17FFF
RGB: 193 / 127 / 255
CMYK: 50/ 70 /0 / 0
PANTONE 258 C
Pink
#FF4398
RGB: 255 / 67 / 152
CMYK: 0 / 100 / 0 / 0
PANTONE Process Magenta C
Green
#32EE9B
RGB: 50 / 238 / 155
CMYK: 45 / 0 / 75 / 0
PANTONE 3385 C
Secondary colors
Blue medium
#2F94E4
RGB: 47 / 148 / 228
Yellow medium
#FDB569
RGB: 253 / 181 / 105
Purple medium
#B46DF6
RGB: 180 / 109 / 246
Pink medium
#F6368D
RGB: 246 / 54 / 141
Green medium
#08D67B
RGB: 8 / 214 / 123
Blue dark
#1976BF
RGB: 25 / 118 / 191
Yellow dark
#F59B3C
RGB: 245 / 155 / 60
Purple dark
#985BD1
RGB: 152 / 91 / 209
Pink dark
#CD2C75
RGB: 205 / 44 / 117
Green dark
#07B066
RGB: 7 / 176 / 102
Gradients
Blue
top left:
#9EE7FB
bottom right:
#69BDFF
Yellow
top left:
#FFD26A
bottom right:
#F59B3C
Purple
top left:
#C17FFF
bottom right:
#8C6EFF
Pink
top left:
#FF82AA
bottom right:
#FF4398
Green
top left:
#32EE9B
bottom right:
#2DBEA5
Grayscale
Ice
#F4FAFF
RGB: 244 / 250 / 255
Fog
#DAEAF8
RGB: 218 / 234 / 248
Steel
#85A0C6
RGB: 133 / 160 / 198
Asphalt
#4F6D97
RGB: 79 / 109 / 151
Night
#2F4A71
RGB: 47 / 74 / 113
Raven
#142D52
RGB: 20 / 45 / 82
Black
#091A24
RGB: 9 / 26 / 36
Fonts
Font usage
We use our fancy font GT Walsheim for everything in branding and marketing. It is also the font we use on our website, blog & helpcenter for headlines. It is only available in bold or bold oblique.
Marketing & Branding
User Interface
Fallback
For longcopy and smaller texts we use Proxima Nova either regular, extrabold or to highlight words in italic or extra bold italic.
In special cases you can also use semibold and semibold italic, but it depends on context; rather use less font weights than too many.
When there’s no opportunity to use custom fonts we go back to standard Arial. This is really just, when nothing else is possible. We use regular
and bold.
Icons
Progress icons
We also use our progress icons from within awork for our branding and marketing design because they have a high recognition value.
Fake users
We are using memojis of different persons acting as users in the awork workspaces we use for advertising purposes.
We also use these memojis for some of our our advertising if necessary – but we try to limit the use because of legal reasons.
