The purpose of this guide is to ensure that consistency is maintained across the thoughtbot brand, whether assets are used internally or externally. Please reference this guide whenever you use these assets to ensure that they are used correctly.Download Assets Pack
The thoughtbot logo signature combines the two most important visual elements of our brand, the thoughtbot logotype and the thoughtbot symbol (Ralph). The examples below illustrate the recognizable graphic features that make the thoughtbot signature unique.
To maintain consistency across the varied applications of the brand, only three configurations of the thoughtbot signature are permitted. The “horizontal” version is the preferred primary configuration. In situations where this configuration does not have adequate scale or impact, alternative configurations are provided.
The thoughtbot signature elements should never be separated. Position, size, and color, along with the spatial and proportional relationships of the thoughtbot signature elements are predetermined and should not be altered.
The unique thoughtbot “Ralph” symbol represents our brand.
The symbol and the individual elements of the symbol should not be altered or modified unless the modified version is being used for approved internal use.
The importance of this cannot be stressed strongly enough; modification or re-treatment of the thoughtbot symbol will detract from the integrity of the thoughtbot signature and, more importantly, the value of the thoughtbot brand.
The thoughtbot logotype is a customized version of the “Cabin” typeface.
The sans serif style is favored for its legibility and readability with its ability to render a balance and symmetry that is complementary to the thoughtbot symbol.
In order to protect the integrity of our brand, the logotype must never be altered or replaced by any other type.
In some instances, such as when the full color version has contrast issues with it’s background, it may be necessary for the thoughtbot signature to appear in a single color. If this is the case, an alternate single color version in all white is recommended. (All formats are include in the assets pack.)
The thoughtbot brand utilizes two main colors: “thoughtbot red” and dark gray. These colors may be used with varying levels of opacity in order to create “overlay” effects when layering colors and photography, or creating transparency. Please use this reference guide to maintain consistency of the brand.
We primarily use the Calluna Sans font family for headings: straightforward but full of personality. We use freight text pro with copy for it’s elegance and excellent legibility.