Brand Identity Guidelines
These guidelines keep us focused and unified with one look and one voice, so we can confidently display who we are, what we do, and why we matter. Below, you’ll find our latest brand strategy and personality, visual identity, brand messaging, as well as links to helpful resources like logo files and in-depth information.
Version 2.0 – 11/2023
Contents
Brand Strategy
Our Mission
To help the world discover and develop the skills that will shape the future.
Brand Attributes
How we look, sound, and behave.
Trailblazing
We are disruptive, challenging flawed and dated practices. We operate with grit and conviction, because we want to change the world.
Confidently Cool
We are sleek and modern, looking ahead-of-our-time. We are bold because we know we’ll get results.
Curious & Open
Constantly looking to improve, we learn from new ideas, expand the diversity on our teams, and create the next best iteration. Possibility thrives here.
Thoughtful
We are insightful, helpful, and intentional partners. We love making tools that feel natural to use, reduce bias, and help great people find great people.
Clever
We are intelligent, skilled, bright, and fun. We strategically craft our work with subject-matter expertise and spirit.
Visual Identity
Overview
CodeSignal’s visual identity system is comprised of unique assets that include our brandmarks, colors, typography, photography, iconography, graphics devices, patterns, and illustrative style (coming soon).
To effectively define and maintain unity across our brand, its look and feel needs to remain consistent across every touch point. This toolbox includes a wide range of flexible and expandable elements that help us bring our distinct identity to life in creative yet cohesive ways.
Logomarks
& Symbol
Our logo is a refined update to the mark we know, love and are known for. It has been thoughtfully reconstructed to capture the essence of our brand and the optimistic future set before us.
Our symbol boldly represents the signal as a sharp, hero-like emblem with proud wings of victory. It represents the power of sending and receiving a strong signal.
When writing out our name, we set our name in a titlecase format which puts emphasis at the beginning of each syllable and helps ensure proper annunciation.
NOTE: The brandmarks seen in this guide are the only approved brandmarks for the CodeSignal brand. Do not create alternate brandmarks, or harm the fidelity of the mark by warping, stretching, using unapproved color, or adding stylizations such as drop shadows.
Horizontal
Our Horizontal Logomark is the primary identifier to be used across our brand. It's often best used justified left, right or center within a design. Refer to the Applications section for examples in use.
Vertical
Our Vertical Logomark is the secondary identifier to be used across our brand, in instances when our Horizontal Brandmark won't work. It's often best used justified center within a design. Refer to the Applications section for examples in use.
Symbol
Our refreshed Symbol is the most recognizable identifier of the CodeSignal brand. It is an evolutionary representation of our original mark fine-tuned and ready to transmit our compelling future. It should be used as a signature across all of our brand applications when a full brandmark lockup isn't needed. Refer to the Applications section for examples in use.
Do's & Don'ts of Logo Usage
Do's
Please follow these important design rules when using the CodeSignal logo.
Do ensure the integrity and equity of our logos remain intact.
Do ensure the logo aligns well and feels evenly weighted.
Do set our name in a titlecase format, when writing out our name.
Do reach out to the CodeSignal Brand Studio with any questions!
Dont's
Please follow these important design rules when using the CodeSignal logo.
Do not stretch, skew, or manipulate the logo in anyway. Scale the logo down appropriately.
Do not use colors outside of our primary color palette. Contrast ratio aids accessibility.
Do not alter the iconmark or wordmark in anyway. Keep the logo’s structure intact.
Do not alter or use any other font weights, cases, or typefaces.
Do not apply dropshadows to any part of the Codesignal logo.
Do not apply strokes or outlines to any part of the CodeSignal logo.
Do not apply blur or blurry style to any part of the logo. Ensure ease of readability at all times.
Do not use the dark logo on a dark background or the light logo on a light background.
Do not use the wordmark alone without the iconmark, unless Brand Studio approved.
Clearspace
To ensure visual clarity within our work, allow for ample space around each logo lockup. The exclusion zones outlined should be free from any other elements.
0.75 in / 72 px
Minimum Size
To ensure legibility within our work, adhere to the minimum reproduction size of each logo lockup. They should not fall below this threshold. The appropriate size should be considered in relationship to the overall layout and design of each application, to ensure accessibility.
0.75 in / 72 px
0.25 in / 24 px
Brand Colors
Primary
Our refined primary colors serve as a foundational palette that should be used universally across all materials. These colors anchor and balance the brand visually.
We are blue at the core. At any moment of introduction or instant brand recognition is desired, ensure the presence of our CodeSignal Blue. We support Blue with White, Black, and our Secondary and Tertiary palette below when needed. Blue should maintain a presence across all external facing applications. For internal applications, or places where people already have brand context, other colors can be used more often.
Reference the Applications section for examples in use.
Beyond Blue
Light
Dark
Secondary
Yellow is an important accent color in the CodeSignal brand. Light Blue and Dark Blue are also used as secondary colors, to support and compliment our core Blue. Use these secondary colors to further assist in strengthening brand recognition. They should be used congruently with our primary palette.
Gold Standard Yellow
SignalLight Blue
Dive Deep Blue
Tertiary
Our tertiary palette is reserved when extra support is needed for our primary and secondary colors. They should never be used as a primary flood of color. Appropriate examples of use include graphic device color details, product feature identifiers, charts, graphs, and small elements on our digital applications such as buttons or icons. Refer to the Applications section for examples.
Victory Green
FiresIDE Orange
Ruby Red
Tints & Shades
Our color palette also expands into a flexible group of tints and shades to compliment their opaque parent. Their use should only be reserved for moments when further expansion or expression is needed in our applications. They should never be used by themselves without the presence of our core palette above.
Brand Typography
Primary
The CodeSignal brand consists of our primary typeface, Founders Grotesk. This typeface and its font weight variations relates to the concept of sending a signal. Its flexible use allows it to adapt across a variety of mediums and materials.
It should be used by authorized designers on digital and print applications. It can be used for all copy including headlines, subheadlines and intro and body copy above 24 pixels.
NOTE: If you are not an authorized designer please use Work Sans.
Founders Grotesk
Bold
Semibold
Medium
Regular
Light
Brand Typography
Secondary
Work Sans is specifically designed to be used as a text weight typeface for copy size 24 pixels and under. It's constructed to be seamlessly accessible across digital and print applications. It is best reserved for body copy, footnotes and small use cases such as buttons.
Work Sans
Bold
Semibold
Medium
Regular
Google Font Alternate
While Work Sans is used as a secondary typeface in our brand, it is also be used as a system font replacement for Founders Grotesk in situations when that font license is not available. Work Sans is used as a 1-to-1 replacement for Founders Grotesk with its flexible range of sizes and weights. Use Work Sans in your Google Docs, Sheets, Slides, and more.
Work Sans
Bold
Demibold
Medium
Regular
Light
Typography Usage
These examples below show a few variations for how our typefaces can be used. Notice the flexible use of font sizes and weights that help create a range of unified expression.
Keep in mind the hierarchy of design and how it transitions to the appropriate type size and weight that accompanies messaging. A good rule of thumb is to adhere to the 8 pixel grid system, choosing sizes that are mostly divisble by 8. See the type scale and examples below for reference.
Photography
Portraiture
Photography is a key asset to the CodeSignal brand that helps us most effectively feel human. Through a portraiture style, we are able to capture the confident character of our audience. Focus on unique personalities and perspectives of people that look optimistic, thoughtful, trustworthy, and approachable. Portrait photography should feel authentic, not staged, and free from background distractions to keep the focus on the individual. Consider photos that use and compliment our colors as another way to bring our brand's personality to life.
Images can be cropped in a variety of shapes depending on their use with graphic devices and various materials. Refer to the Applications section for examples.
Working World
This photography style captures the working world as it is — intentional, active, skilled, and diverse. These photos can highlight our audience working individually and together. Images should feel authentic, not staged, and include environments that feel textured, warm and familiar, rather than cold or sterile. Also consider a range of focal points and perspectives to uniquely highlight our audience.
Images can also be cropped in a variety of shapes depending on their application and intent. Refer to the Graphic Device and Applications sections for in use examples.
Iconography
Our icons should be used with intention, when you need to draw attention to a particular idea, statement, or action.
In general, icons should be used in combination with meaningful or directional text. They are meant to help visually support an idea being communicated while reducing cognitive load.
Our brand personality is baked in to our iconography, so do not use icon styles outside of our library.
You can access our internal library of over 1,000+ ready to use icons here:
Graphic Devices
A primary component of the CodeSignal brand, our graphic devices serve to elevate our cause and bring conviction to our work. Each asset is designed to conceptually express our strategy through carefully constructed shapes, lines, and forms. They were created with scalability and longevity in mind and can be used as is, or can inspire new device assets that transform depending on the contexts and story being told. For more indepth applications, use a variety of graphic devices to effectively communicate your intended message. Pay special attention to pacing when using multiple devices as to not overcrowd and convolute our work.
Additionally, there are many opportunities for a variety of color usage in these graphic devices, however they must follow the general rules set out in the color section above. Above all, the presence of our primary palette must be represented.
Signal Frame
Signal Bars
Signal Stack
Signal Frame
The Signal Frame is uniquely derived from the triangular shape of our Symbol. It can be used vertically and horizontally to highlight our audience through photography or revealing copy. It's a core asset that provides an instantly recognizable and ownable look to the CodeSignal brand.
Refer to the layout styles below and the Application section for additional in use examples.
Signal Bars
The Signal Frame is uniquely derived from the triangular shape of our Symbol. It can be used vertically and horizontally to highlight our audience through photography or revealing copy. It's a core asset that provides an instantly recognizable and ownable look to the CodeSignal brand.
Refer to the layout styles below and the Application section for additional in use examples.
Signal Stack
The Signal Stack uses the power of repetition and direction to communicate the idea of sending and receiving signals. A variety of shapes and colors can be used to highlight photography and messaging. Also consider the conceptual connection with copy and how shapes can also be used to represent a stack of resumes, or open tabs—items that are familiar to us and our audience.
Refer to the layout styles below and the Application section for additional in use examples.
Patterns
A secondary graphic device, patterns can also be used to conceptually communicate the essence of our brand. They are reserved to offer support for our primary assets and graphic devices (i.e. digital banners in Applications), or for less formal introductions to our brand like swag.
For added emphasis, consider animating the patterns in digital applications.
Morse Code
Chevron Signals
Applications
The examples shown here help cast vision for how a variety of mediums can come to life. These applications demonstrate both the flexibility and consistency of the CodeSignal brand identity. Note the use of our brandmarks, typography, color, photography and graphic devices that work together to create an instantly recognizable brand for our audience.
Digital Banners
Layout Styles
Shirt & Polo
Tote Bags + Enamel Pin
Office Sign
Office Posters
Verbal Identity
Overview
Our verbal identity works with our visual identity to express a unique and well-rounded whole. Verbal tools, such as our tagline, positionig, and summary, help us to clearly communicate our value.
Brand Messaging
Category
What are we?
CodeSignal is a Skills Platform
Tagline
What's our rally cry?
Go Beyond
Brand positioning
What do we do and how are we different?
CodeSignal is how the world discovers and develops the skills that will shape the future.
Summary
What do we do, how do we do it, and how are we different?. Use on an About page, a proposal, and more.
CodeSignal is how the world discovers and develops the skills that will shape the future. Our skills platform empowers you to go beyond skills gaps with hiring and AI-powered learning tools that help you and your team cultivate the skills needed to level up. Wherever you are on your journey, CodeSignal meets you there and gets you where you need to go.
Support
For questions regarding the CodeSignal brand and how to best convey the identity system, please contact brand support here.
Natalie Hanes
Associate Director, Brand & Communications
natalie.hanes@codesignal.com
Brenna Lenoir
SVP, Marketing
brenna@codesignal.com
Brand Requests
Work directly with our dedicated CodeSignal Brand Studio. Our brand design team provides creative support and strategy while you do your best work. Request support, custom creative assets, updates to existing assets, and much more, with our quick and easy process.