Brand toolkit

Guidelines and principles to create for Octopus with confidence

OctoIcon in isometric circles

Getting started

Welcome to the Octopus Deploy brand toolkit. We developed this to help staff, partners, and collaborators create content and material to represent Octopus with consistency and confidence.

How to use this toolkit

  1. Learn about the principles that represent the Octopus brand identity.
  2. Get familiar with Octopus foundations.
  3. Discover how to use our graphic elements.
  4. Find examples of the type of content you want to create.

Looking for assets, templates, or working files?

If you're a contractor or agency working for Octopus, reach out to your main contact to get access to asset libraries, templates, and working files for the designs shown in this guide.

Octonauts looking for assets should reach out in Slack in #design-requests.

Brand identity

Brand personality

A brand's personality helps shape the way customers perceive it. The characteristics below help personify the Octopus brand so it's relatable.

Approachable: Octopus is warm, easy to talk to, genuine, and empathetic. We're open, transparent, and trustworthy. Octopus isn't overwhelming, doesn't scare people off, and is friendly but professional.

Reliable: Organizations trust Octopus to be an integral part of their CI/CD pipeline. Octopus securely and reliably stores information and successfully repeats deployments at scale.

Personable: Octopus is relatable with a welcoming appearance. We're direct, honest, and open, and always show a willingness to help with respect, enthusiasm, and humility. We’re humble and not boastful, even when we’re celebrating. We take our customers' needs seriously because we know their pains and how complicated software deployments can be.

Experts: Octopus is an authoritative figure in deployments and CD at scale. Our tone is always conversational, but we demonstrate our domain expertise and clarity of thought through concise and informative content.

Contemporary: Octopus is progressive, and keeps up with the latest technologies, from DevOps and tech stacks to usability.

Relaxed: Octopus knows when to relax and have fun. While we use humor and wit sometimes, we use them sparingly and in an inclusive way that shows we can relate to our customers’ experiences. We always choose clarity over humor, though.

Visual brand

Octopus's visual brand aligns with its personality. Our brand elements have been purposefully designed to represent the brand's personality.

We're reliable experts: We use bold and simple graphics and illustrations with a strong focal point to convey complexity in a simple visual form.

We're personable and approachable: We use free-form shapes to create familiar, inviting layouts that create visual interest and keep the audience engaged for longer. We create depth by layering brand elements, to hint at the complexity under the simplicity.

We're bold and contemporary: We use a limited palette and bold flat colors for simplicity. We use contemporary elements, like bright gradients, to demonstrate our progression with industry trends and the depth Octopus has.

Voice and tone

Read our writing style guide to learn more about our personality, including voice, style, and tone.

Logos and brand style guide

Download logos

Download the brand style guide

Foundations

Our foundations are the structural building blocks for all our marketing interfaces and collateral.

Logo

The Octopus logo is our most important corporate asset. It represents our brand and helps people recognize us at a glance.

Octopus Deploy primary logo - light mode

This version of the primary logo is used on light backgrounds.

Octopus Deploy logo on light grey background

Octopus Deploy primary logo - dark mode

This version of the primary logo is used on dark backgrounds.

Octopus Deploy logo on dark navy background

Logo safe-space

Using the Capital 'O' from the Octopus Deploy wordmark, we indicate the size for a safe area around the logo. No elements should enter this area.

Octopus Deploy logo with lines and the capital letter O of the logo to demonstrate safe areas

Pictogram

The Octopus Deploy pictogram (OctoIcon) uses our primary cyan on both dark and light backgrounds.

The Octo icon on a dark and light background

Pictogram and wordmark

The Octopus Deploy pictogram is our OctoIcon and the wordmark is the text in our logo.

Octopus logos pictogram and wordmark

Pictogram and wordmark alignment

The Octopus Deploy pictogram is positioned next to the Octopus wordmark.

Octopus Deploy logo pictogram alignment diagram

Minimum size

  • The Octopus Deploy logo minimum width is 125px.
  • The OctoIcon's minimum width, on its own without the wordmark, is 30px.

The Octopus Deploy logo and icon at their smallest size with dimensions and arrows indicating widthDownload logos

Download the brand style guide

Please contact our marketing team if you need a variation of the logo or pictogram. We prefer not to use variations, but we have some and understand you may need them to make the most of a certain shape or color profile.

Colors

Our brand colors visually tie the brand and its elements together. They represent how our customers should feel about Octopus Deploy and act as a visual identifier for the brand, as well as enhancing it.

Octopus Deploy primary colors

Octopus cyan swatch and Octopus purple swatch

Our primary Octopus colors are blue and purple. Blue is a sign of stability, reliability, and security. In color psychology, blue and purple are soothing colors, bringing a sense of calm and harmony. We hope our customers feel this way when automating complex deployments with Octopus. Blue is also the color of the sea, the home of our mascot, so a perfect fit for Octopus.

Extended color palette

Octopus Deploy brand colour swatches

Background and text colors

Brand grey colour swatches

Text gradient colors

Colour swatches showing our gradient text colour combinations

Download logos

Download the style guide

Typography

Inter is Octopus Deploys' corporate font. Created by Rasmus Andersson, it's a variable font family carefully designed for computer screens that perfectly aligns with our target audience.

Inter font example of all regular characters

The font's features optimize the reading experience. Its tall x-height makes mixed-case and lower-case text readable, and its many weights support complex information hierarchy for good user experiences.

Examples of the font Inter black, bold, regular and italic

You can download Inter here and it's also available on Google Fonts.

Graphical elements

Graphical elements build on the foundations. They create a broader range of visual aids and assets which we use to build our marketing interfaces and collateral.

Product UI

The product is the focus of our marketing material. We try to show real instances of the product in our marketing design as much as possible, rather than mock-ups.

Octopus deploy dark UI on dark background

We use a combination of dark and light mode examples, depending on the background in the design and the level of the website. We also use a combination to demonstrate the versatility of the product's accessibility. We use dark mode when the design has a dark background and light mode when the design uses a light background.

Please note, however, that we follow different guidance on the blog, as per the writing style guide.

Octopus deploy lightmode UI on light background

Product UIs need to be clear and legible. While there's no official minimum font size for the web, it's generally agreed that 16px is a good starting point. Although not always possible, we try not to go below this in our product examples, to maintain accessibility. You must also include alt text with all screenshots and images for accessibility.

Mascot

The Octopus mascot is the fun in the Octopus brand. We use it for swag and merchandise, like stickers, clothes, and water bottles. We use these for events and competitions, and to give to staff. You can also buy our swag and merchandise through the Octoshop.

Examples of Octopus Deploy swag

Where we use the mascot

Less is more when it comes to our mascot. While it's a fun part of the Octopus brand, we only use it for swag, merchandise, and occasionally on social media when appropriate. We don't use the mascot on the website, or for enterprise-level communication or sales. At these times, the product should be the focal point.

Different examples of the mascot, Octo Agent, Octo Pirate, Octo Fireman etc

Download logos

Download the style guide

Looking for assets, templates, or working files?

If you're a contractor or agency working for Octopus, reach out to your main contact to get access to asset libraries, templates, and working files for the designs shown in this guide.

Octonauts looking for assets should reach out in Slack in #design-requests.