2018

Our
Brand
Our brand

Our brand is
Our brand is everything we stand for and the role we can play in
people’s lives.

The more clearly and consistently we express our brand over

everything we
time, the more we build an emotional connection between our
products and our worldwide audience. The more authentic
and cohesive our brand becomes, the more we build our
business—and the closer we get to realizing our vision: creating
opportunity for every member of the global workforce.

make and do. If some of what you find in this guide seems familiar, that’s a
good thing. In many ways, our external brand is now an
expression of the internal employee culture we all know and love.

We went looking for a new voice and found one—in the ways
we already work and communicate with one another. We went
looking for new design sensibilities. We found those too—
rooted in the priorities that have driven our business for years.

So welcome to the LinkedIn brand team. Now more than ever,

it’s all of us.

2
Our brand

What we want our work to convey:

Warmth and humanity

Our brand depicts all kinds of professionals in authentic ways,
always keeping in mind that professionals are people.

Active community
Our brand helps people build meaningful, trusted relationships
so they can help each other.

Opportunity
Our brand supports our vision of creating economic opportunity
for every member of the global workforce.

3
 Why we’re here.
We want everyone to have the opportunity to be successful. And we
know that success means something different to every one of us.

Success can be finding a career we’re passionate about. Doing good

in the world. Getting to the corner office, getting our next job, or
getting our first job. Success can mean finding a mentor or being a
mentor. Closing a big deal. Finding the perfect hire. Learning a new
skill. Building a business. Getting home in time for dinner. Success
can be finishing a degree or starting a new chapter.

But no matter what our individual definitions of success are, the

thing they all share is that no one reaches them alone.

And that’s why LinkedIn exists. It’s a place where people from every
imaginable background come together to help each other succeed.
By sharing, inspiring, and supporting each other, we create more
opportunities to reach success every day.

Whatever you’re in it for, we’re in it together.

4
Our brand

Table of
How we write and speak
The Trusted Teammate 07 58
Writing for our customers 13

contents How we look

Logo
Photography
15
22
79
80
Illustration 36 84
Shapes 38
Color 43
Typography 52

5
Our brand

How we write
and speak
The Trusted Teammate 07
Writing for our customers 13

6
Our brand How we write and speak The Trusted Teammate

The Trusted
We’re a global company. And let’s be honest, it would be tricky
to get every one of our unique and talented people around
the world to write and speak exactly the same way. So we’ve
created a persona—some might call it an archetype—that will

Teammate
help you write in our brand voice to customers and members
alike. We call this person the Trusted Teammate.

Think of the Trusted Teammate as an experienced colleague

you really like. Someone you know is looking out for you.

It’s a person who’s always on your side. You lean on them for
guidance. You turn to them for encouragement and expertise.
When you’re in a pinch, they come through for you. They know
how to make you smile. And on those occasions when you’re
not sure of your next step, they help you find your way without
telling you what to do. They’re willing to pass on what they’ve
learned from their experiences. And they have a genuine
interest in helping you be your best professional self.

The Trusted Teammate is the kind of person we hope you work

with every day at LinkedIn.

7
Our brand How we write and speak The Trusted Teammate

Now, we understand that’s still a pretty broad description.

So we’ve narrowed things down to these four key qualities
that the Trusted Teammate embodies.

Personable
Inclusive
Encouraging
Helpful
In the next few pages, we’ll take a closer look at these and show
how they can help guide you.

8
Our brand How we write and speak The Trusted Teammate

The Trusted Teammate One of the most important things to remember when writing and
speaking in the LinkedIn voice is that it’s okay to sound, well,
like a person. No one wants to feel like a big faceless company is

Be personable
talking at them. They want to know that another human being is
connecting with them.

So be conversational. Be warm. Be positive. Just remember to

also be professional; slang, crazy punctuation, and emojis may
not always be appropriate. You’re having a friendly conversation,
but it’s still during business hours.

A few simple rules for sounding personable:

– Do talk like a real person – Don’t use jargon or stiff language

– Do show professionalism – Don’t confuse being human with

while staying approachable being quirky

– Do listen first to understand – Don’t overshare or overstep

member and customer goals

9
Our brand How we write and speak The Trusted Teammate

The Trusted Teammate Even though we all work at LinkedIn, it’s important to remember
that we’re as much a part of the community as our members and
customers. We’re certainly not the experts on every industry or

Be inclusive
career path. And we always want everyone to feel safe, welcomed,
and heard.

While we want to encourage conversations, we don’t always

need to lead or own them. So when you’re writing and speaking
in the LinkedIn voice, be mindful of doing so as part of our global
community.

A few simple rules for sounding inclusive:

– Do make the community – Don’t talk from a pedestal

the hero, not LinkedIn
– Don’t tell members or customers
– Do engage people in what to do
conversations
– Don’t presume we know better
– Do celebrate our different
perspectives

10
Our brand How we write and speak The Trusted Teammate

The Trusted Teammate Everyone needs encouragement, especially in their professional

lives. Part of the value we provide is to be able to support and
energize our community. We have millions of members and

Be encouraging
customers, and they all have different goals and aspirations.
So when you’re writing in the LinkedIn voice, be encouraging,
but also be conscious of overstepping your role or assuming you
know better than everyone else.

Again, think of the Trusted Teammate. That person is not only

good at being encouraging and supportive, they’re good at
knowing when to sit back and listen.

A few simple rules for sounding encouraging:

– Do listen first – Don’t presume to know what

– Do offer resources, suggestions,
and reminders
– Do celebrate member and
customer achievements
someone’s goals are
– Don’t make everything a
to-do list
– Don’t overstep authority or
overpromise

11
Our brand How we write and speak The Trusted Teammate

The Trusted Teammate The journeys, experiences, and advice of our community
are very powerful. Let’s share those unique insights to spark
conversations that help members and customers reach

Be helpful
their goals. And even if those insights get data-heavy, try to
deliver your message in a voice that’s friendly and human, not
academic-sounding or stiff. Remember, the Trusted Teammate
is a person you want to be around every day.

A few simple rules for sounding helpful:

– Do show the way without telling – Don’t offer clichéd advice or

people what to do generalized data

– Do use relevant and easy-to- – Don’t use complicated language

understand language
– Don’t cite facts and data for
– Do tie the insights you use no reason
to empower members and
customers

12
Our brand How we write and speak Writing for our customers

Writing for
Customers are members, too. But there are some key
differences in what they want and expect from LinkedIn. Here
are a few things to keep in mind when talking to customers:

our customers
Customers care more about achievement and outcomes
than members do. That’s understandable because their
compensation and career paths are often tied to outcomes (like
sales and hires). They value how the LinkedIn community helps
them reach their goals. It’s okay to be a little more direct when
talking to customers.

Customers frequently are experts in their fields. So it’s important

that we don’t write or speak like we know their jobs better than
they do. Instead, we should find ways to collaborate with them
and to help them amplify the work they’re doing within their
own industries.

Customers seek direction and expertise from LinkedIn when it

comes to working efficiently on LinkedIn and getting the most
from LinkedIn. This makes sense since we’re the ones who
built it. Customers also look to LinkedIn for thought leadership
based on the wealth of insights we gather from the LinkedIn
community.

Customers are under pressure to perform. When they’re using

LinkedIn, they prefer quick, actionable guidance that helps
them be more time-efficient.

13
Our brand

How we look
Logo 15
Photography 22
Illustration 36
Shapes 38
Color 43
Typography 52

14
Our brand How we look

Logo
—
Our logo is our unique signature
and acts as a visual anchor to all
brand communications.

15
Our brand How we look Logo

Logo variations
—
The default LinkedIn logo has one color: LinkedIn
blue. It’s the one color that’s central to our visual
identity. For maximum impact, the blue logo appears
on a white or light-colored background. Use the
white version on dark or busy backgrounds. Use the
full logo on broad external communications to build
awareness of the brand as well as the “in” bug.

1-Color logo: Blue 1-Color “in” bug: Blue

This is the version we should use in most cases. This is the version we should use in most cases.

The “in” bug

—
The “in” bug can be used separately from the
LinkedIn logo in situations where the viewer
already has high brand awareness.
1-Color logo: White 1-Color logo: Black 1-Color “in” bug: White 1-Color “in” bug: Black
Use this version for better legibility This version should only be used if black is the Use this version for better legibility and This version should only be used if black is
and contrast on darker backgrounds. only color allowed in a layout. In most cases this contrast on darker backgrounds. the only color allowed in a layout. In most
version is for product only. cases this version is for product only.

2-Color logo 2-Color logo Reversed

This version has limited legacy usage. This version has limited legacy usage.
Don’t apply to new design. Don’t apply to new design.

16
Our brand How we look Logo

Logo clearspace
—
So the logo is legible, and to maintain its integrity,
keep the area surrounding it free of other elements.
The amount of clear space is the width of the “i” x 2.

Logo minimum sizes

—
The minimum size of our logo and [in] is .25 in
(6.35mm) in print, or 21px on screen, measured
by the height of the [in]. On rare occasions, smaller
sizes for print may be necessary. Legibility is always
a top priority. Ensure the ® and ™ symbols are
clearly visible.

17
Our brand How we look Logo

Professional signifier
— Name, City:
The professional signifier conveys that someone Regular / Semibold
featured in our communications is a real person. It
reaffirms a person’s LinkedIn profile as a professional Profession title:
profile of record. It’s also a way to celebrate our Regular / Regular
members.

Use the professional signifier when you’re featuring Construction

a real member or customer and they’re clearly the
subject of a photograph. Avoid signifiers if multiple
people appear in a photo, unless you’re identifying a
group and not a specific individual.

Signifier + “in” bug:

This is our default version of the
signifier.

1-Color: Blue 1-Color: White 1-Color: Black

Only to be used in specific cases on product.

Signifier
Use this version when there are
too many logos in one layout.

1-Color: Blue 1-Color: White 1-Color: Text color 1-Color: Black

To make the signifier work better in a layout you Only to be used in specific cases on product.
can use any of the approved text colors.

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Our brand How we look Logo

Trademarking
—
A logo or logo lockup with the ® mark must be used
in all applications where a link to our brand policies is
not present and the logo is large enough, like a print
ad, t-shirt, social media post, or video.

The logo and “in” bug may be used in online

applications like product navigation and email
headers without the ® mark when a link to our brand
policies is present (via an easily-accessible link in a
footer or similar).

Essentially, if it’s inside a LinkedIn product or a

LinkedIn email, don’t use the @ mark. Instead,
include the link. There’s also no need to use the ®
mark when the size of the logo or lockup is too small
for the symbol to be legible.

If you’re targeting LATAM, Africa, or APAC,

emailtrademark@linkedin.com for custom guidance.

19
Our brand How we look Logo

Logo treatment
—
For maximum impact, default to
the blue version whenever you can. Solid color background
Use the white version on dark or
busy backgrounds. When using the
one-color version of our logo, the color
of the background will show through
the “in” bug. Make sure to place the
logo or “in” bug where it’s legible and
there’s enough contrast.

Image background

Don’t place the logo on a busy background. Don’t place the logo on a busy background. Don’t place the “in” bug on a Don’t place the “in” bug on a
busy background. busy background.

20
Our brand How we look Logo

Logo misuse
—
Don’t modify or distort our logo.

Don’t add drop shadows or use effects. Don’t slant or alter positioning.

Don’t outline the logo. Don’t alter colors.

Don’t use gradients. Don’t change the radius. The [in] should have gently rounded
corners. It should never appear in any unapproved shape.

Don’t use the “in” bug as part of a sentence. Don’t use the logo on top of a busy background or on top of an
image where legibility becomes an issue.

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Our brand How we look

Photography
—
Our photography should always
convey humanity, warmth, and
vulnerability.

To do this, we always use real

members and customers, in all
types of professions. And we
show the full range of the places
and ways in which they work—
at home, in an office, out in the
world, alone, or together.

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Our brand How we look Photography

Three points of
connection
—
Our photography is about connection. This helps us
create relatable and approachable images that have a
strong human presence.

We achieve connection in three ways. The first is

through connection to the viewer. The second is by
showing members connected to their work. And the
third is by showing the connection between people
at work, whether it’s one-to-one or in teams.

Connection to viewer Connection to work Connection to peers

Eye contact with you as a viewer. Passion and dedication to work. Interaction and exchange of knowledge between
peers.

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Our brand How we look Photography

Guidelines for consistency

—

1 Casting 2 Interactions 3 Environments 4 Perspective

5 Lighting 6 Color 7 Depth of field 8 Context

24
Our brand How we look Photography

1
Casting
—
• Show all types of people in the modern working
world—a range of ages, genders, ethnicities,
nationalities and socioeconomic backgrounds—
in all types of professions

25
Our brand How we look Photography

2
Interactions
—
• Focus on natural authentic moments in which
people are working together in a group or on
their own
• Show moments that feel spontaneous, not staged

• Show a range of emotions and expressions, from

happiness to excitement to deep focus

26
Our brand How we look Photography

3
Environments
—
• Show members and customers in natural context,
at work or situations related to their work, to make
images more personal and approachable

27
Our brand How we look Photography

4
Perspective
—
• Use first person PoV to establish a human
connection and capture real moments, from natural
angles, so depictions feel approachable and honest

28
Our brand How we look Photography

5
Lighting
—
• Use natural or existing light to make images feel
authentic and natural

• Avoid shooting at midday to get away from

harsh shadows

29
Our brand How we look Photography

6
Colors
—
• Use colors that feel natural and warm

• Use balanced skin tones and show deep shadows

• W
 hen possible, consider wardrobe and propping
that complements or reflects our color palette.
Don’t over stylize photos to directly match our
palette.

30
Our brand How we look Photography

7
Depth of field
—
• Use DoF to help frame or highlight the subject

• Use DoF to create dynamic compositions

• Use DoF to simplify cluttered or otherwise

distracting environments (e.g., a cluttered office)
and help keep the focus on the subject

31
Our brand How we look Photography

8
Context
—
• Establish a sense of place that provides
context or cues that help tell a story

• Use that sense of place in combination with

members to create texture in a way that’s
secondary to a primary photo or image
• Show a mix of graphic and ambient
environments

Context is never the hero; rather,

it’s used to support the member
featured in a composition and
never as a standalone element.

32
Our brand How we look Stock photography

9
Stock Photography
—
• Only use stock photography when there isn’t
an appropriate image in the curated brand
photo library. To find pre-vetted stock images,
visit go/Brand. If nothing there meets your
requirements, check Getty, Shutterstock,
Offset, Dissolve and Pond5.
• I f an image has the correct subject matter
but isn’t in the correct color palette, consider
retouching it and adjusting its color. This may
help warm it up. Avoid cool casts.
• U
 se images that depict people in context and
authentic realistic situations

• S
 elect scenes from the first-person perspective
that a human could capture

• A
 void awkward angles or a birds-eye, shot-
from-above viewpoint

• A
 void posed subjects in front of solid seamless
backgrounds or staring directly at camera with
forced smiles

33
Our brand How we look

Illustration
—
Our illustration approach is to
bring to life the world of work in its
vibrant diversity, both on a macro
and micro scale. We want to
show everyday life and humanity
around different vignettes of work.

34
Our brand How we look Illustration

Showing people in
diverse, relatable ways
—
Our style is human and approachable. We want
to show the world of work in all of its diversity
and expansiveness. Always include people and
interactions so illustrations feel warm and relatable.

35
Our brand How we look

Shapes
—
Our core shapes—a circle and
a rectangle—are inspired by the
two i’s in LinkedIn. Together, they
look like a person and represent a
community.

36
Our brand How we look Shapes

Core shapes
—
Use these in functional ways—to highlight or
demonstrate a specific message.

They can be used in a variety of compositions.

Though they give a layout a unique LinkedIn
feeling, they’re not mandatory.

To create and arrange shapes in a composition,

use a grid as a helpful foundation.

Core shapes, original shape 1 2 3

Overlapping shapes
—
Our overlapping shapes are inspired by members
coming together, moments of opportunity, and
exchanges of knowledge.

These can be used to create dynamic compositions.

Overlapping shapes, original shape 1 2 3

37
Our brand How we look Shapes

Shape alignment
—
Align shapes symmetrically so their placement feels
thoughtful and functional.

1 2 3 4

Don’t misalign shapes. Don’t misalign shapes. Don’t misalign shapes. Don’t misalign shapes.

38
Our brand How we look Shapes

Shapes as frames
—
Use our shapes to draw attention to a key image
or message. Most often, that’s going to be a
photograph of a member or customer, an illustration,
a statistic, or a headline. Shapes should always
have a communication purpose and not be used as
decoration.

2 3

1 4 5

39
Our brand How we look Shapes

Shapes misuse
—
We want to use our shapes in a thoughtful and
considered way. Here are some examples on how
not to use them.

Don’t put a shape inside another shape. Don’t outline the shapes. Don’t make layouts without the rectangle. Don’t place shapes sporadically.

Don’t create new shapes. Don’t place too many shapes on top of Don’t use too many shapes in one layout. Don’t slant the shapes.
each other.

40
Our brand How we look

Color
—
Our color palette is warm,
human, approachable, and
natural. We use a wide range
of colors to express a range of
emotions. Our palette is designed
to complement LinkedIn blue,
and to help it stand out even if it’s
not the dominant color.

41
Our brand How we look Color

LinkedIn blue
—
This blue is our heritage color. It’s been with us since
the company was founded and it’s here to stay. It’s
a core piece of our visual identity and works as a
signature and anchor color, in all of our layouts. That
said, it isn’t the only color in any layout anymore;
rather, it’s used intentionally and in eye-catching
ways, often to inspire action.

Don’t use LinkedIn blue as the most Don’t use LinkedIn blue as the most
dominant color. dominant color.

42
Our brand How we look Color

Core color selection The core colors can be used for shapes and text (excluding body copy). Background Body Copy (Can be used for headlines)

— RGB: 255/255/255
#: FFFFFF
Our color palette is divided into two sections— CMYK: 0/0/0/0
a core selection and a supporting selection. The core
selection includes warm and rich colors. RGB: 91/105/107
#: 5B696B
CMYK: 57/40/46/16
Pantone: 445 U
Pantone: 444 C

RGB: 10/102/194 RGB: 178/64/32 RGB: 68/113/46 RGB: 148/89/7 RGB: 91/105/107 RGB: 252/249/243
#: 0A66C2 #: B24020 #: 44712E #: 915907 #: 5B696B #: FCF9F3
CMYK: 95/45/0/5 CMYK: 10/94/90/21 CMYK: 84/33/100/29 CMYK: 20/63/100/23 CMYK: 57/40/46/16 CMYK: 0/6/12/3
Pantone: 300 U Pantone: 7626 U Pantone: 349 U Pantone: 154 U Pantone: 445 U
Pantone: 300 C Pantone: 7627 C Pantone: 7483 C Pantone: 154 C Pantone: 444 C

Supporting color The supporting colors should only be used for shapes.

selection
RGB: 231/238/245 RGB: 252/233/228 RGB: 226/242/218 RGB: 251/235/211 RGB: 241/236/230
#: E7EEF5 #: FCE9E4 #: E2F2DA #: FBEBD3 #: F1ECE6
CMYK: 15/4/8/2 CMYK: 3/9/6/0 CMYK: 12/0/15/0 CMYK: 2/6/18/0 CMYK: 10/6/0/10

— Pantone: 642 U
Pantone: 642 C
Pantone: 7604 U
Pantone: 7604 C
Pantone: 9063 U
Pantone: 9540 C
Pantone: 9184 U
Pantone: 9184 C
Pantone: 9080 U
Pantone: 9081 C
Our supporting color selection complements the RGB: 0/65/131 RGB: 240/183/168 RGB: 126/143/29 RGB: 244/186/100 RGB: 60/67/69
core selection and can be used for accents. #: 004183 #: F0B7A8 #: 7E8F1D #: F4BA64 #: 3C4345
Supporting colors are juxtaposed with core colors to CMYK: 100/68/6/12 CMYK: 3/32/28/0 CMYK: 45/22/100/0 CMYK: 0/28/70/0 CMYK: 73/56/58/44
Pantone: 287 U Pantone: 7415 U Pantone: 398 U
create dynamic, vibrant, and unique expressions. Pantone: 134 U Pantone: 447 U
Pantone: 287 C Pantone: 488 C Pantone: 384 C Pantone: 2008 C Pantone: 446 C

43
Our brand How we look Color

Color usage
—
Follow these steps to simplify the application
of color.

Find your Find your

community community
www.linkedin.com www.linkedin.com www.linkedin.com

1 Use off white as background. 2 Add LinkedIn blue as an accent color 3 Add one color from the core color 4 As an option you can add up to two
to help anchor to our brand, i.e., logo selection. colors from the supporting color
or text. selection.

44
Our brand How we look Color

Approved color 2-colors 3-colors

combinations
—
Use any of these color combinations when
applying more than one color to a layout.

When doing 2-color combinations, use a bright color together with a complementary When doing a 3-color combination, use both brighter colors and complementary
darker color. Always include off white as part of the layout. darker colors. Always include off white as part of the layout.

Color combination examples:

Here are the approved color
combinations using two or three
colors.

Color combination misuse:

Here are some examples of how
not to combine colors.

Don’t use only bright colors. Don’t use only darker colors. Don’t use only bright colors. Don’t use only darker colors.

45
Our brand How we look Color

Color, text, and shapes

— Headline Headline Headline Headline Headline
When using color, text, and shapes together,
use these approved combinations. Headline Headline Headline Headline Headline
Note: Don’t use more than two colors on typography Headline Headline Headline Headline Headline
in one layout.
Headline Body copy Body copy Body copy Body copy

Body copy

Approved text colors on light blue Approved text colors on light red Approved text colors on light green Approved text colors on light gold Approved text colors on light gray
background. background. background. background. background.

Headline Headline Headline Headline Headline

Body copy
Body copy
Body copy
Headline Headline Headline Headline
Body copy Body copy Body copy Body copy Body copy
Body copy Body copy Body copy Body copy
Body copy Body copy Body copy Body copy
Body copy Body copy Body copy Body copy

Don’t use these text colors on a light Don’t use these text colors on a light Don’t use these text colors on a light Don’t use these text colors on a light Don’t use these text colors on a light
blue background. red background. green background. gold background. gray background.

46
Our brand How we look Color

Accessibility
for text Large text Large text
—
Visual impairment, color blindness, and
Large text Large text
other situational factors can affect our
members’ ability to perceive what we create, Large text Large text
Large text
so we work in ways that are inclusive of their
needs. Small text
Small text
Small text

Large text
Adequate contrast (relative light/dark values)
is key to ensuring that content is perceivable. Large text:
Large text is defined as 14 point
and bold or 18 point or larger.
Contrast for text and other essential design Small text
elements against their backgrounds is often Small text
talked about in terms of ratios (for example, Small text
3:1). When text is large, defined as 14pt Bold Small text
Small text
or larger, or 18pt (any weight) and larger, it
Small text
must have a contrast of at least 3:1 against Small text
its background. If text has a contrast of 4.5:1
against its background, it can be any size and
weight.

For further guidance on contrast ratios, visit

www.contrast-ratio.com.

Color alone should never be used as a signal

(for example: coloring something green or
red to signify positive or negative). If you
need to convey something like a warning,
use multiple visual cues like color, shape, Correct use of text color and contrast on off white background color. These text colors on off white background color don’t meet
and language. accessibility requirements.

47
Our brand How we look Color

Color examples
—
We have a wide range of colors at our disposal
Find Lorem
to help us express a range of emotions. The use
of colors should be careful, and considered, as
your ipsum
mentor. dolores.
to not overwhelm your audience or obscure your
message, and to be consistent with the other visual
expressions of LinkedIn.

Here are some examples of successful usage of color.

Large text with high contrast against off 2-color headline can be used when you
white background. want to highlight a specific word or part
of a sentance.

2-color combination on off white background. Color on shape is inspired by her shirt. Color on shape is inspired by details in
the image.

48
Our brand How we look Color

Color misuse
— Building
These examples show incorrect use of the
LinkedIn color palette.
In theoretical computer science and
formal language theory, a regular lan-
guage is a formal language that can be my
super
expressed using a regular expression.
Note that the ‘regular expression’
features provided with many program-

team
ming languages are augmented with
features that make them capable of
recognizing languages that can not be
expressed by the formal regular ex-
pressions (as formally defined below).
In theoretical computer science and formal
language theory, a regular language is a for-
mal language that can be expressed using a
regular expression.

Don’t use gradients. Don’t use colors other than off white as Don’t use colored typography on Don’t use more than 2 colors on
background color. background if it does not meet typography in one layout.
accessibility standards.

Don’t use the multiply effect when Don’t make up your own color Don’t use color on top of images. Don’t use more than 4 (excluding off
putting colors together. combinations or use the darker white) colors in one layout.
colors as background.

49
Our brand How we look

Typography
—
Community and Community
Slab are our typefaces. With
their rounded and geometric
characteristics, they bring warmth
and humanity into any written
expression of our brand.

50
Our brand How we look Typography

Primary typeface Community / Light (24/26 pt) 90 pt

Community
ABCDEFGHIJKLMNOPQRSTUVWXYZ
— abcdefghijklmnopqrstuvwxyz
Community is our primary typeface and we use it for
headlines and subheadlines. It is a flexible typeface
1234567890 @&!?#$€%

Hello!
that can be used to be more expressive or more
Community / Light Italic (24/26 pt)
serious.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 @&!?#$€%
Community / Regular (24/26 pt) Member
Teammate
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 @&!?#$€%

Professional
Community/ Regular Italic (24/26 pt)

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 @&!?#$€%
Community / Semibold (24/26 pt) 70/66 pt

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 @&!?#$€%
Find your
Community / Semibold Italic (24/26 pt) new opportunity
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 @&!?#$€%

51
Our brand
Secondary typeface
— ABCDEFGHIJKLMNOPQRSTUVWXYZ
Community Slab is our secondary typeface and we
use it for body copy. It is robust and versatile and
gives a layout more of an editorial feel.
52
How we look
Community Slab / Regular (24/26 pt)
abcdefghijklmnopqrstuvwxyz
1234567890 @&!?#$€%
Community Slab / Regular Italic (24/26 pt)
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 @&!?#$€%
Community Slab / Medium (24/26 pt)
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 @&!?#$€%
Community Slab / Medium Italic (24/26 pt)
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 @&!?#$€%
Community Slab / Semibold (24/26 pt)
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 @&!?#$€%
Community Slab / Semibold Italic (24/26 pt)
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 @&!?#$€%
Typography
40/42 pt
Lorem ipsum dolor sit amet,
consectetur adipiscing elit,
sed do eiusmod tempor incid
idunt ut labore et dolore mag
na aliqua ut enim ad minim
20/22 pt
Lorem ipsum dolor sit amet, consectetur adipiscing elito.
Aliquam bibendum mollis sapien, vel blandit felis mattis
ut. Maecenas pellentesque rutrum imperdiet. Aliquam in
terdum ex a enim tincidunt, in interdum ex eleifend, mau
ris lacinia venenatis nisi, nec feugiat justo tempor id nunc,
malesuada tempor malesuada. Phasellus vel erat finibus,
elementum elit et, lobortis arcu. Suspendisse gravida eni
sit amet placerat lacinia, urna sem hendrerit nulla, at ultris
augue odio nec elit. Sed faucibus elit at diam blandit phar
tra eu et arcu. Vestibulum id varius dui, a gravida nisi.
14/16 pt
Lorem ipsum dolor sit amet, consectetu
adipiscing elit. Aliquam bibendum mol
Nunc malesuada tempor malesuada sem.
Phasellus vel erat finibus, elementum elit
lis sapien, vel blandit felis mattis ut, mae et, lobortis arcu. Suspendisse gravida vel,
cenas pellentesque rutrum imperdieti. enim sit amet placerat lacinia, urna semi
Aliquam interdum ex a enim tincidunt, hendrerit nulla, at ultrices augue odio aro
in interdum ex eleifend. Mauris lacinia nec elit. Sed faucibus elit at diam blandit
venenatis nisi, nec feugiat justo tempor. pharetra eu et arcu.
Our brand How we look Typography

Light
Typeface usage: Community / Light:
This is our primary weight for all
headlines and sublines.

Weight
—

With our two typefaces, we have a few different
weights that can be used, from light to bold. To create
a consistent look and feel on our layouts we default to
Community Light for all headlines and Community
Slab Regular for all body copy.
Regular
Community / Regular:
The regular weight can be used
for small copy or when copy is
placed on top of an image and
the light weight is not legible.

Semibold
Community / Semibold:
This weight should only be
used in rare cases if you want
to highlight a certain word or
headline.

Regular
Community Slab / Regular:
This is our primary weight for all
body copy.

Medium
Community Slab / Medium:
The regular weight can be used
for small copy or when copy is
placed on top of an image and
the regular weight is not legible.

Semibold
Community Slab / Semibold:
This weight should only be
used in rare cases if you want
to highlight a certain word or
headline.

53
 The relationship for type size to
Our brand How we look Typography leading for secondary
typography
is always 1 to 1.25

Your new
Typeface usage: For headlines:
Community / Light
Sentence case

Hierarchy ALWAYS Left align

—

—
Justification: 70/80/90
Leading: 150pt
Kerning: Metrics

community
Consistent typography creates a cohesive brand Tracking:–25
experience. For all headlines, subheads, and larger
copy, we should use Community Light. For body or
longer copy, we should use Community Slab, since
it has better legibility when set in smaller font sizes.

We default to sentence case since it appears more

human, conversational, and approachable.

Find your opportunity

For subheads:
Community / Light
Sentence case
ALWAYS Left align
—
Justification: 70/80/90
Leading: 72pt
Kerning: Metrics
Tracking: –25

For body copy: Lorem ipsum dolor sit amet, consectetur adipiscing elito.
Community Slab / Regular
Sentence case Aliquam bibendum mollis sapien, vel blandit felis mattis
ALWAYS Left align ut. Maecenas pellentesque rutrum imperdiet. Aliquam in
—
Justification: 70/80/90
terdum ex a enim tincidunt, in interdum ex eleifend, mau
Leading: +2 of font size (22 in ris lacinia venenatis nisi, nec feugiat justo tempor id, nunc
this instance) malesuada tempor malesuada. Phasellus vel erat finibus,
Kerning: Metrics
Tracking: 0 elementum elit et, lobortis arcu. Suspendisse gravida eni
sit amet placerat lacinia, urna sem hendrerit.

54
Our brand How we look Typography

Typography misuse
— HEAD– This is a This is a This is a
LINE headline headline headline

Don’t use all uppercase. Don’t center align headlines. Don’t right align copy. Don’t use Regular Slab for headlines.

Headline
Lorem ipsum dolor sit amet, consec

tetur adipiscing elit, sed do eiusmod

tempor in cididunt ut labore et dolore

Lorem ipsum dolor sit amet, consec
Lorem ipsum dolor sit amet, consectetur
This is a subhead. adipiscing elit, sed do eiusmod tempor in
tetur adipiscing elit, sed do eiusmod
tempor in cididunt ut labore et dolore
magna aliqua. Ut enim ad minim ve
cididunt ut labore et dolore magna aliqua.
magna aliqua. Ut enim ad minim ve niam, quis nostrud exercitation ullam
Ut enim ad minim veniam, quis nostrud
niam, quis nostrud exercitation ullam
exercitation ullamco laboris nisi ut aliquip co laboris nisi ut aliquip ex ea commo
co laboris nisi ut aliquip ex ea commo
ex ea commodo consequat. Duis aute iru
do consequat. Duis aute iru re dolor in do consequat. Duis aute iru re dolor in
re dolor in reprehenderit in voluptate velit
reprehenderit in voluptate velit esse
esse cillum dolore eu fugiat nulla pariatur.
cillum dolore eu fugiat nulla pariatur. reprehenderit in voluptate velit esse
Excepteur sint occaecat cupidatat non
Excepteur sint occaecat cupidatat non
proident, sunt in culpa qui officia deserunt cillum dolore eu fugiat nulla pariatur.
proident, sunt in culpa qui officia dese
mollit anim id est laborum.
runt mollit anim id est laborum.
Excepteur sint occaecat cupidatat non

proident, sunt in culpa qui officia dese

runt mollit anim id est laborum.

Don’t use Regular Slab for subheads. Don’t use Regular for body copy. Don’t center align body copy. Don’t add extra leading to copy.

55
Our brand

How we put it
all together
Using all the tools 59
Approach 1 60
Approach 2 62
Approach 3 65
Approach 4 69
Approach 5 72
Approach 6 75

56
Our brand How we put it all together

Using all the tools

—
Use these guidelines when combining different
assets from our visual identity.

Expressions are categorized into 6 approaches, from

the simplest to the most complex.

Approach 2 Approach 3

Approach 5

Approach 1 Approach 4 Approach 6

57
Our brand How we put it all together Approach 1

Construction Approach 1
—
Approach 1 expressions are intended for quick
and simple applications using only typography
and colors.
Colors Typography

Abc
Abc

58
Our brand How we put it all together Approach 1

Example
executions
—
Headline set in Regular Light.

2 3

Off white color as background.

Longer text should use Regular 4

Slab.

LinkedIn Blue is used for the

logo to help anchor to LinkedIn.

1 4 6

59
Our brand How we put it all together Approach 2

Construction Approach 2
—
Approach 2 expressions are intended for quick
and simple applications that include an image.

Colors Typography 1 (max) image

Abc
Abc

60
Our brand How we put it all together Approach 2

Example
compositions
—

Full bleed image Image frame Horizontal image frame

Horizontal layout with image frame Horizontal layout with vertical image

61
Our brand How we put it all together Approach 2

Example
executions
—

If an image doesn’t have a

natural place for our logo and
url, an image frame is a good
solution and also elevates the
image. 2 3

LinkedIn Blue is used for the

logo to help anchor to LinkedIn.

1 4 6

62
Our brand How we put it all together Approach 3

Construction Approach 3
—
Approach 3 expressions start to use the core shapes
with colors and typography. The shapes are used in a
functional and considered way.
Colors Typography Core shapes Overlapping
shapes

Abc
Abc

63
Our brand How we put it all together Approach 3

Example
compositions
—

1 2 3 4 5

6 7 9

64
Our brand How we put it all together Approach 3

Example
executions Off white color as background.

2 3

Overlapping shapes.

Regular Slab for body copy. 4

LinkedIn Blue is used for the

logo to help anchor to LinkedIn.

1 5

65
Our brand How we put it all together Approach 3

Example
executions In extreme vertical layouts the
logo can be centered.

Core shapes.

Using LinkedIn blue in a

functional way to highlight
a CTA.

1 2 4

66
Our brand How we put it all together Approach 4

Construction Approach 4
—
Approach 4 expressions start to use the core shapes
with an image, colors, and typography. The core
shapes can be used either as a graphic element or as
a holding shape for an image. Colors Typography 1 (max) image Core shapes

Abc
Abc

67
Our brand How we put it all together Approach 4

Example
compositions
—

1 2 3 4

5 6

68
Our brand How we put it all together Approach 4

Example
executions Using the Professional signifier
with the “in” bug.

Using the shapes as a holding

shape for photography.

2 3

Off white color as background. 5

Color is inspired from

the image.

1 4 6

69
Our brand How we put it all together Approach 5

Construction Approach 5
—
Approach 5 expressions take advantage of
overlapping shapes to create more dynamic layouts.
The overlapping shapes can be used to put colors or
images together. Colors Typography 1 (max) image Overlapping
shapes

Abc
Abc

70
Our brand How we put it all together Approach 5

Example
compositions
—

1 2 3 4

5 6

71
Our brand How we put it all together Approach 5

Example
executions Headline set in Regular Light
— and color is inspired by the
image.

Off white color as background.

2 3
Using the shapes as a holding
shape for photography.

The color of the Professional

signifier is using one of our core
colors for legibility.

Color is inspired by details in his

clothing.

1 4 6

72
Our brand How we put it all together Approach 6

Construction Approach 6
—
Approach 6 uses our overlapping shapes as frames
for multiple images in one layout.

Colors Typography 2 (max) images Overlapping

shapes

Abc
Abc

73
Our brand How we put it all together Approach 6

Example
compositions
—

1 2 3 4

5 6

74
Our brand How we put it all together Approach 6

Example
executions Off white color as background.
—

2
Using the shapes as a holding
shape for photography.

Using the shapes as a holding

shape for photography.

LinkedIn Blue is used for the

logo to help anchor to LinkedIn.

1 3

75
Our brand

Examples for
inspiration

76
Our brand Examples for inspiration OOH

77
Our brand Examples for inspiration OOH

78
Our brand Examples for inspiration OOH

79
Our brand Examples for inspiration Event signage (Illustrative)

80
Our brand Examples for inspiration Event

81
Our brand Examples for inspiration Social posts (Illustrative)

82
Our brand Examples for inspiration Data visualization (Illustrative)

83
Thank you!
For more information, visit go/Brand.

84