Brand book
This comprehensive guide provides an overall vision of the brand–from our mission and operating values down to the detailed guidelines for our logo, typography, color palette, voice and tone, and other elements crucial to our brand identity. The LegalZoom experience begins with the brand. We follow these guidelines to provide a consistent, cohesive brand experience for our customers.
Ver. 1.0 Last update - May 2023
Table of contents
Brand
foundations
We build our customers’ ideas about who we are as a brand through our mission and how we live our values. Our areas of expertise make us a trusted partner for our customers, providing access to legal, compliance, and tax help so that every small business has a chance to succeed.
We’re LegalZoom
We’re here to make legal, compliance, and tax help accessible to all. We’re here as a trusted partner who makes the next hurdle feel like less of a leap–with technology that makes it easy and attorneys and tax experts who make it seem effortless.
We’re here for the people who want to start a business properly, for the many families who depend on them, and for the ideas they need to protect. We’re here for their first step–and every step after as they turn their big ideas into the next big thing.
We’re LegalZoom–and we’re here to help every small business owner succeed.
Our mission
Our values
Lift each other up
We build great teams by recognizing, motivating, and inspiring each other. We realize that we can’t do it alone, and success comes from working together as one team. We embrace a diversity of perspectives and celebrate our differences and our successes together. We lead with empathy and respect, and we're committed to each other's success.
Champion our customers
Our customers are at the center of everything we do, and we’re laser focused on being a trusted partner every step of their journey. We work tirelessly to provide access to the tools and expertise people need to start and grow their businesses. We understand and constantly think about our customers’ most critical challenges today, so we can make their businesses more successful and hassle-free tomorrow.
See the whole picture
We’re relentlessly curious and strive to see how everything fits together. We’re constantly connecting the dots and leaning in to create a flawless end-to-end experience. We’re always thinking beyond our own piece of the puzzle. We collaborate with one another to understand the impacts of our decisions. We think big—but we know that every detail of our customers' experience matters.
Focus on results
We are all owners of our business results. We set measurable goals, track progress regularly, and hold each other accountable. We aren’t afraid to take big chances and make some mistakes that we’ll learn and grow from—just like our customers do. We keep an entrepreneurial mindset, never settle for how it’s always been done, and keep pushing boundaries until we find a better way forward. We focus our time on impactful work to deliver outstanding results for our customers.
Keep it simple
We communicate clearly and directly to make sure our message can be understood with no confusion. We incorporate others' views, actively listen to new ideas, and embrace inquiry and debate. We value transparent, inclusive, and respectful communication to build and maintain trust with each other and our customers.
Our promise
Our promise puts our mission into practice. It’s the commitment we make to every customer in every product, every campaign, and every conversation.
Brand
voice
Building and maintaining an authentic brand voice across all channels is key for becoming our customers’ trusted partner.
In general, our voice should be friendly and conversational, while also being informative and educational. We want to engage and motivate our customers with our optimistic and encouraging attitude.
Our brand voice shapes our brand expression and provides a common language we can use across all channels.
Our voice is…
Voice vs. tone
Every word we write should reflect our brand voice. Channel best practices, the context of the communication, and the intended audience determine which voice attribute leads the way.
Tone is the way we shape our brand voice to suit a specific deliverable. It's determined by contextual elements such as:
• Objective—for example, an ORCO email requesting information may need a more urgent tone
• Format—for example, social posts have a less formal tone than white papers
• Target audience—for example, an “abandoners” email may have a more motivating tone encouraging users to purchase than a transactional email that confirms a purchase
Adjusting the tone ensures our brand voice matches the needs of the situation.
Trustworthy
Empowering
Relatable
Quick
copy tips
Bulleted lists
- Keep bulleted lists short if you can. Bullets are meant to be scannable.
- Strive to make bullets grammatically consistent. Ideally all bullets in a series should start with the same part of speech (all verbs, all nouns, all adjectives).
- Start each item in the bulleted list with a capital letter, whether it’s a full sentence or a phrase. Strive to make the list consistent (either all phrases or all sentences) and punctuate accordingly.
Quick
copy tips
Capitalization
- Capitalize specific product names but not when referring to generic terminology. Example: registered agent (generic) vs. Registered Agent Services (LegalZoom product)
- Write titles of documents and forms in title case. Example: “LegalZoom Copy Style Guide,” “Profit or Loss Form,” or “Residential Lease.”
- Write headings and subheadings in sentence case, not title case. This means only the first letter of the first word in the headline or subhead is capitalized, as well as any proper nouns. Everything else should be lowercase. Example: How to get an LLC, Register my DBA, or Learn to create a living trust
Quick
copy tips
Company name
- When referencing our company name, use a capital “L” and capital “Z”: LegalZoom.
- When possible, use first person (“we” and “us”) when speaking to the customer, rather than referring to LegalZoom in third person. You may need to use LegalZoom for SEO purposes or on partner communications.
- When referring to our company website, use LegalZoom.com. (No “www” needed; note that L and Z are capitalized.)
- When referring to our company, use the entire name, LegalZoom, and do not abbreviate as LZ. (LZ Tax, LZ Legal Services are the correct names for those specific companies and products and should use the “LZ” as indicated.)
- “LZ” can also refer to the customer’s online account. “MyLZ” has been discontinued as the proper name for this account. Use "your account/your online account" as the default and “your LZ account” when needed to provide clarity (outside of the LegalZoom environment or in partner communications).
- LegalZoom.com, Inc., is the legal corporate name and should only be used in places where using the actual legal entity name is important (for example, terms and conditions, legal disclaimers).
Quick
copy tips
Definitions
Education is a big part of our brand, but we don’t want to sound academic or boring.
- Use conversational language over legal terms where you can.
- Find creative ways to describe a product, service, or process.
- Make use of relatable, real-life examples. Example: An EIN is like a Social Security number for your business.
Quick
copy tips
Evergreen copy
When writing, try not to include information that is subject to change often, such as proper names (both for government officials and agencies), website navigation/URLs, prices and fees, etc.
Instead, use links directly to sources that contain the correct information or state it in a general way (for example, “fees may vary in each state.”)
Quick
copy tips
Footnotes
- If there are five or fewer footnotes, then use *, †, ‡, §, **.
- If there are more than five, use numerals (1, 2, 3, 4, 5, 6, 7) instead of symbols for readability.
Quick
copy tips
Punctuation
- We use em dashes (—) to break off a phrase in a sentence, not en dashes (–) or hyphens (-). Em dashes do not take spaces on either side. When we use an em dash, it should be squeezed—with no spaces—like this example.
- We use the serial comma (the Oxford comma). Use a comma with all items in a list, including before the word “and.” Example: LegalZoom can help you with business formation, estate planning, and much more.
Exception: Don’t use an Oxford comma with an ampersand (most often used in headings or lists), like the example heading at the right.
Quick
copy tips
Reading level
The desired readability level for all LegalZoom copy is sixth to eighth grade.
Define or explain legal or technical terms (for example, registered agent) in easily understandable language when you use such terms.
Write in a way that makes it comfortable for your target audience to read and engage with.
- Use active voice.
- Use present tense whenever possible.
- Use contractions.
- Use friendly, conversational language.
Quick
copy tips
For more guidance
To learn more about when to capitalize, how to format, and where to use hyphens, bold, italics and more, refer to LegalZoom Copy Style Guide.
Brand
design
From our unmistakable logo to fresh color possibilities, our brand design brings together an integrated visual expression of our identity as LegalZoom. Our expressive color palette, artistic springboard design, and typography with a human touch position LegalZoom as relatable, trustworthy, and optimistic about empowering people to succeed.
Logo
The LegalZoom logo is composed of a wordmark. Our logo is our primary branding element, and it’s the default branding for all external facing materials.
The following guidelines have been created for both print and digital use to ensure consistency. Always use the logo in accordance with these guidelines.
Logo
Clear space
Clear space is the area surrounding the LegalZoom logo that must be kept free of any elements, including text, graphics, borders, or other logos.
The minimum clear space required for the logo is equal to “x.”
Logo
Minimum size
The LegalZoom logo must always appear clearly and legibly. The minimum size is the smallest the identity can be reproduced without compromising its appearance.
The minimum size is 1” wide in print and 96 pixels wide onscreen.
Logo
Background usage
Using the LegalZoom logo accurately and consistently, according to these guidelines, is essential in maintaining its integrity and building brand awareness.
The “incorrect usage” illustrate just a few of the uses that should be avoided.
Logo
Incorrect usage
The examples on the right show modifications to the LegalZoom logo that should not be used under any circumstances.
Logo
Graphic usage
These examples show the correct logo usage.
Logo
Internal logo – overview
Occasionally, logos will need to be created for internal-facing materials and events. However, you should aim to make use of pre-existing LegalZoom branding and logos whenever possible, to build brand equity and avoid dilution of the brand with ever-growing variations and internal identities.
For any internal logo needs (ERGs, events, etc.), please contact Brand + Creative team to request help with creation.
Logo
Internal logo – look & feel
- Internal logos should prominently feature LegalZoom branding (specifically the logo, monogram, and colors). A variation or extension of the LegalZoom brand to incorporate the specific internal logo is best practice.
- Internal logos should align with the general LegalZoom brand look and feel, employing a similar and coherent visual language.
- Internal logos must adhere to LegalZoom brand colors, brand typography, and other brand design elements.
Logo
Internal logo – contrast & clear space
- Internal logos must be placed on an appropriate background to maintain the proper contrast and adhere to the brand look and feel. (See more details in the Logo design section.)
- Internal logos must have proper clear/safety space around them, with no other visual elements placed too close, ensuring proper legibility. (See more details on the Logo design section.)
Monogram
Our LZ monogram is the shorthand version of our logo. It should be used alone as a graphic only in limited capacity.
Some good examples for use of the monogram are the mobile experience behind login or our social media icon, places where our customers already know who we are and there’s not enough real estate for our full logo.
Monogram
Clear space
Clear space is the area surrounding the LZ monogram that must be kept free of any elements, including text, graphics, borders, or other logos.
The minimum clear space required for the monogram is equal to “x.”
Monogram
Minimum size
The LegalZoom monogram must always appear clearly and legibly. The minimum size is the smallest the monogram can be reproduced without compromising its appearance.
The minimum size is 0.125” wide in print and 12 pixels wide onscreen.
Monogram
Color variations
When the monogram is by itself, use only the primary color orange or primary color orange reverse in hex F45A27.
Monogram
Background usage
Using the LegalZoom monogram accurately and consistently, according to these guidelines, is essential for maintaining its integrity and building brand awareness.
The incorrect examples illustrate just a few of the uses that should be avoided.
Monogram
Graphic usage
These examples show the correct monogram usage.
Color palette
Primary color / Brand expression
The LegalZoom primary colors reflect the trust, relatability, and empowered confidence of the brand. Our colors have been specifically chosen to represent the brand and should not be altered under any circumstances.
There are three primary LegalZoom color variations. Use the one that is most appropriate for your application.
Color palette
Secondary color / Brand expression
The secondary colors reflect the optimism, relatability, and confidence of the brand. They also reflect the diversity of our customers. The colors have been specifically chosen to represent the brand and should not be altered under any circumstances.
Typography
Primary typeface
The primary typeface used in LegalZoom brand communications is Quincy CF. It should be used for headlines. Although the typeface is available in varying weights, the ones shown here are recommended. Quincy CF can be purchased at fonts.adobe.com
Quincy CF
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789
Quincy CF Medium
Quincy CF Medium Italic
Quincy CF Bold
Quincy CF Bold Italic
Quincy CF Extra Bold
Typography
Secondary typeface
Use the secondary typeface, Work Sans, for body copy. Work Sans can be downloaded at fonts.google.com
Work Sans
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789
Work Sans Light
Work Sans Regular
Work Sans Medium
Work Sans Semibold
Work Sans Bold
Typography
Primary background usage
Using the LegalZoom primary background colors accurately and consistently with the correct typography colors, according to these guidelines, is essential to maintaining brand integrity and building brand awareness.
There are three LegalZoom primary background color variations: white, orange, and black.
Either black or orange typography can be used on white primary backgrounds.
Only white typography may be used on either primary black or primary orange backgrounds. Do not use primary black typography on primary orange backgrounds or primary orange typography on primary black backgrounds.
Do not use secondary colors in typography.
Photography
Full bleed images
Photography plays an important role in connecting people to our brand. Photos help consumers relate to the human aspect of the brand and transform our brand mission into real-life events.
Photography
Silhouetted images
Small business stories can be told through a collage of expressive silhouetted images.
Illustration
Illustration helps tell the small business story in an inspirational way that is approachable. The illustration style is playful, engaging, and ownable.
Motion design
Logo/wordmark
Logo/workmark animation is available on following aspect ratios: 1:1, 16:9, 9:16, 4:5
Motion design
End card transition
End card animation/transition is available on following aspect ratios: 1:1, 16:9, 9:16, 4:5
Motion design
Partnership logo lockup
Partnership logo lockup animation is available on following aspect ratios: 1:1, 16:9, 9:16, 4:5
Motion design
Bug animation
Bug animation is available on following aspect ratios: 1:1, 16:9, 9:16, 4:5
Brand family
As we’ve grown, the LegalZoom brand experience has grown. Starting a business is only the beginning—we know there is always more we can do to help our small business customers thrive. As we expand our reach with new innovations, new partnerships, and new services for our customers, we want to make sure these offerings continue to convey the LegalZoom brand as trustworthy, relatable, and dedicated to empowering people to succeed.
LZ Legal Services
Logo
The LZ Legal Services is composed of the monogram and product name.
The logo without the tagline should be used within the LegalZoom platform (e.g., website and product pages). The logo with the tagline should be used outside the LegalZoom platform (e.g., advertising).
LZ Legal Services is both a company name and a product name.
When referring to the company LZ Legal Services outside of the LegalZoom platform, use the logo with the tagline. After that, you don’t need the tagline. If there’s no logo on the page, you must include the tagline, a LegalZoom company, in the first mention in the body copy.
When referring to the LZ Legal Services products, use the trademark symbol (™) in the first mention in the body copy on the page. Exclude the trademark symbol for other mentions on the page. Do not include the trademark symbol on LZ Legal Services mentions referring to the company.
LZ Legal Services
Clear space
Clear space is the area surrounding the LZ Legal Services logo that must be kept free of any elements, including text, graphics, borders, or other logos.
The minimum clear space required for the logo is equal to “x.”
LZ Legal Services
Minimum size
The LZ Legal Services logo must always appear clearly and legibly. The minimum size is the smallest the identity can be reproduced without compromising its appearance.
Without tagline: The minimum size is 0.5” wide in print and 48 pixels wide onscreen.
With tagline: The minimum size is 1” wide in print and 96 pixels wide onscreen.
LZ Legal Services
Color variations
There are two color variations of the LZ Legal Services logo. Use the one that is most appropriate for
your application.
Use the primary color black variation for applications with a light background.
Use the 1-color reverse variation for applications with a dark background.
LZ Legal Services
Background usage
Using the LZ Legal Services logo accurately and consistently, according to these guidelines, is essential in maintaining its integrity and building brand awareness.
The incorrect examples illustrate just a few of the uses that should be avoided.
LZ Legal Services
Incorrect usage
The incorrect examples show modifications to the LZ Legal Services logo that should not be altered under any circumstances.
LZ Tax
Logo
The LZ Tax logo is composed of the monogram and product name.
The logo without the tagline should be used within the LegalZoom platform (e.g., website and product pages). The logo with the tagline should be used outside the LegalZoom platform (e.g., advertising).
LZ Tax is both a company name and a product name.
When referring to the company LZ Tax outside of the LegalZoom platform, use the logo with the tagline. After that, you don’t need the tagline. If there’s no logo on the page, you must include the tagline, a LegalZoom company, in the first mention in the body copy.
When referring to the LZ Tax products, use the registered trademark symbol (®) in the first mention in the body copy on the page. Exclude the registered trademark symbol for other mentions on the page. Do not include the registered trademark symbol on LZ Tax mentions referring to the company.
LZ Tax
Minimum size
The LZ Tax logo must always appear clearly and legibly. The minimum size is the smallest the identity can be reproduced without compromising its appearance.
Without tagline: The minimum size is 0.5” wide in print and 48 pixels wide onscreen.
With tagline: The minimum size is 1” wide in print and 96 pixels wide onscreen.
LZ Tax
Clear space
Clear space is the area surrounding the LZ Tax logo that must be kept free of any elements, including text, graphics, borders, or other logos.
The minimum clear space required for the logo is equal to “x.”
LZ Tax
Color variations
There are two color variations of the LZ Tax logo. Use the one that is most appropriate for
your application.
Use the primary color black variation for applications with a light background.
Use the 1-color reverse variation for applications with a dark background.
LZ Tax
Background usage
Using the LZ Tax logo accurately and consistently, according to these guidelines, is essential in maintaining its integrity and building brand awareness.
The incorrect examples illustrate just a few of the uses that should be avoided.
LZ Tax
Incorrect usage
The incorrect examples show modifications to the LZ Tax logo that should not be altered under any circumstances.
LZ Virtual Mail
Logo
The LZ Virtual Mail logo is composed of the monogram and product name.
The logo without the tagline should be used within the LegalZoom platform (e.g., website flows and product pages). The Logo with the tagline should be used outside the LegalZoom platform (e.g., advertising).
When referring to the company LZ Virtual Mail outside of the LegalZoom platform, use the logo with the tagline. After that, you don’t need the tagline. If there’s no logo on the page, you must include the tagline, a LegalZoom company, in the first mention in the body copy.
When referring to the LZ Virtual Mail products, use the trademark symbol (™) in the first mention in the body copy on the page. Exclude the trademark symbol for other mentions on the page. Do not include the trademark symbol on LZ Virtual Mail mentions referring to the company.
LZ Virtual Mail
Clear space
Clear space is the area surrounding the LZ Virtual Mail logo that must be kept free of any elements, including text, graphics, borders, or other logos.
The minimum clear space required for the logo is equal to “x.”
LZ Virtual Mail
Minimum size
The LZ Virtual Mail logo must always appear clearly and legibly. The minimum size is the smallest the identity can be reproduced without compromising its appearance.
Without tagline: The minimum size is 1” wide in print and 96 pixels wide onscreen.
With tagline: The minimum size is 1.75” wide in print and 168 pixels wide onscreen.
LZ Virtual Mail
Color variations
There are two color variations of the LZ Virtual Mail logo. Use the one that is most appropriate for your application.
Use the primary color black variation for applications with a light background.
Use the 1-color reverse variation for applications with a dark background.
LZ Virtual Mail
Background usage
Using the LZ Virtual Mail logo accurately and consistently, according to these guidelines, is essential in maintaining its integrity and building brand awareness.
The incorrect examples illustrate just a few of the uses that should be avoided.
LZ Virtual Mail
Incorrect usage
The examples on the right show modifications to the LZ Virtual Mail logo that should not be altered under any circumstances.
Partnerships
Horizontal lockup
When we need to show LegalZoom in partnership
with another brand, we use the following partnership lockup system. The LegalZoom logo, always on the left, is separated from a partner logo at the right by a single 1pt stroke black line. Standard clear space applies on both sides of the line which is the X-height. Balance is the primary goal.
Partner logo: The Y-height of the partner logo should match the Y-height of the LegalZoom logo.
Partner logo (with symbol): The Y-height of the partner logo should match the Y-height of the LegalZoom logo.
These guidelines have been specifically created for both print and onscreen use. Always use the logo lockup in accordance with these guidelines.
Partnerships
Horizontal lockup examples
Here are some examples of the partner logo lockups.
Partnerships
Vertical lockup
When we need to show LegalZoom in partnership
with another brand in a limited space, we use the following vertical partnership lockup system. The LegalZoom logo is separated from a partner logo below by a single 1pt stroke black line which is the same width as the LegalZoom logo. Standard clear space applies on both sides of the line which is the X-height. Balance is the primary goal.
Partner logo: The Y-height of the partner logo should match the Y-height of the LegalZoom logo.
Partner logo (with symbol): The Y-height of the partner logo should match the Y-height of the LegalZoom logo.
These guidelines have been specifically created for both print and onscreen use. Always use the logo lockup in accordance with these guidelines.
Partnerships
Vertical lockup examples
Here are some examples of the vertical partner logo lockups.
Partnerships
NBA
The NBA logo lockups have been specifically created for both print and onscreen use. They have been approved by NBA following the NBA style guide. Always use the partner logo lockup as shown.
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