Brand Book

Page 1

Brand Identity & Guidelines 2020


Log everything, answer anything, in real time


Humio Humio’s modern architecture enables complete observability to answer any question, explore threats and vulnerabilities, and gain valuable insights from all your logs in real time.


Vivid Blue #2c86ff 44 134 255

Color

Violet #7f43fd 127 67 253

The Humio brand colors are vibrant and bold to mirror our bold opinionated content as well as our innovative spirit.

When to use: Primary colors include Indigo, Vivid Blue, Violet and Cyan. Use these colors whenever possible, always lead with Indigo. The secondary colors of Canary, Tangerine, Verdure and Vermilion are meant to be used only when needed for graphs or where more color is required to help bring clarity and understanding.

Cyan #36c7b4 54 199 180

Primary

Indigo #1a203f 26 32 63

Secondary

Canary #f6c040 246 192 64

Tangerine #f29644 242 150 68

Verdure #42ab62 66 171 98

Vermilion #d24848 210 72 72


Logo & Mascot The Humio logo is the combination of the simple owl visual mark and type. The mascot is the more illustrative version of the owl which includes more color and detail.

Humio Logo Use: Ideal for dark backgrounds

Use: Please use the logo for letterheads, signatures, decks and customer facing collateral. The mascot is preferred to be used for SWAG and event giveaways as well as internal communication.


Humio & The Owl Humio Mascot The original Humio Owl

Humio Logo Use: Ideal for light backgrounds

The Humio owl has been a huge part of our history and origin, a point of pride and a unifying visual representation for the brand.


Owl you need to know... Please follow these guidelines.

Don’t Use old versions of the logo for customer facing collateral or communication.

Don’t Simply reverse the colors, there is a light and dark version of the logo, please use those when appropriate.

Spacing: Please provide a margin approximately the size of the circle surrounding the owl. Hoo wouldn’t want to give it a litte space?

Don’t Stretch, morph or distort the logo, change the shape, form or type.

Don’t Change the colors of the mascot to match a season or event for customer facing collateral.


Typography The brand font is Proxima Nova and is used on the website and in professionally designed collateral. Inter is our secondary font which is a highly supported fall back that is accessible and easy to use. When to use: It’s pretty simple. If you are not a designer, you don’t need to use Proxima Nova. It’s on our website and used in professionally designed collateral. Inter will be the font that is the default in the PowerPoint templates and docs and you should use that for everything. Why two fonts? Font licensing is complicated for certain instances. This is why we have a fall back font that is available at no cost.

Proxima Nova Primary Font

Inter Secondary Font


Iconography We are using Google’s material design icon set in our product design as well as in our presentation design and website.

When to use: The material design icon set is extensive and has many options. Please use the icons in a way that helps provide a visual aid rather than as a design motif.


Style & Voice Voice & Tone: Business, professional, confident Vision Enable organizations to “log everything, answer anything in real time”

Message Humio’s modern architecture enables complete observability to answer any question, explore threats and vulnerabilities, and gain valuable insights from all your logs in real time. Humio offers low total cost of ownership and unlimited plans, with easy deployment at any scale, on premise or in the cloud.


Humio in flight Here are some examples of the Humio brand, the logo and the look and feel.



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