February 2022 v1.

Brand

Guidelines
Intercom Brand Guidelines Table of Contents 2.2.1

Introduction
Positioning
Voice & Tone
Logo
Typography
Color
Graphic Elements
Using this guide Photography
Iconography
In Application
Introduction

Evolving the

Intercom brand

to become We've made some changes to our look and

feel, but our core identity is still the same. Now

we better understand what our customers

enterprise-grade. need and how our brand touchpoints resonate

with the people we serve and hope to serve.

Intercom Brand Guidelines 1.1.0

Positioning
Our positioning

Intercom is the

Engagement OS.
The customer communications platform that
enables the most critical component of the modern
customer journey: ongoing engagement.
Intercom Brand Guidelines 1.1.0

Voice & Tone

Voice and tone

Our voice is bold.

Our voice is clear.

Our voice is personal.

Our voice is engaging.

Voice and tone
We're the future of customer engagement, 


Our voice 

and we know it.

is bold Our products are upending the status quo and

revolutionizing the business-customer relationship—
and we're excited to share them with the world.

We talk about our company and our products 


using confident, strong statements.

When we write, people sit up and take notice.

Voice and tone
In an industry overcrowded with complicated 


Our voice 

tech terms and tired jargon, our voice cuts through
the noise. We write simply, clearly, deliberately, and

is clear concisely. We get our message across in as few 


(well-chosen) words as possible.

When we write, people understand.

Voice and tone
Making internet business personal—it's in our DNA.

Our voice 

It's why we exist, and who we are as a company.

is personal We speak to our audience personally, as 


humans talking to humans—directly, warmly, 

and with empathy.

When we write, people relate.

Voice and tone
Intercom isn't every other company, so why should we

Our voice 

sound like them?

is engaging We stand out from the crowd—and delight our

audience—by taking a more human approach to
writing about technology. This means we embrace
creativity, wit, and even a little (well-placed) humor.

When we write, people want to keep reading.

A note on tone

Our voice is an extension of who we are; it Our tone can range from serious to
doesn't change from day to day. Our tone 
 lighthearted, but we always avoid extremes—
of voice does change, though, depending 
 in other words, if it requires lots of
on the situation and the audience—what's exclamation points, leave it out.

the reader's emotional state? Why are 


they here?

Use your best judgement, and if in doubt,

remember to read the room.

For example, if we were to address

businesses impacted by a natural disaster,
our tone would likely be respectful or
sympathetic. But if we're releasing a long-
anticipated product update to customers,
our tone might be upbeat and celebratory.
Intercom Brand Guidelines 2.0.0

Logo
Many products. One platform.

Underpinned by engagement.

The Intercom brand mark, or squinge, reflects

our personalty. The odd number of eyes
conveys that we're playful, while the smile
shows we're approchable and open. Its precise
design speaks to our tech foundation.
The lockup

The Intercom wordmark directly

communicates our name, while its
rounded corners add personality and
connect visually to our brand mark.
Clearspace

To protect the clarity and visual integrity of the

logo, always maintain a clear space around it. The
space between the mark and the wordmark
functions as a guide to the minimum clear space.

Note: In specific instances on the web and in apps where 


space is limited, clear space above and below the logo can 

be as small as half the x-height.
 PARTNER

Use the Intercom logo to show that you are a

partner at any program level.

Clearly indicate you are independent of

Intercom,especially if you are a third-party app

integrator.
PARTNER

Use the Intercom logo as a primary or

prominent featurefor your own materials.

Change or adapt the logo design in any way

without prior approval from Intercom.

Playing nicely with others

The Intercom partner’s logo should come before

Intercom’s in all materials, unless otherwise & PARTNER PARTNER

discussed with our partnerships team. The size of

the Intercom logo should be at equal or less

prominence in comparison.
Tagline Lockup
The Intercom wordmark directly
communicates our name, while its
rounded corners add personality and
connect visually to our brand mark.
Intercom Brand Guidelines Table of Contents 2.1.0

Typography
Brand Font
 AaBbCcD
TT Norms
TT Norms Pro is Intercom’s primary brand
typeface. It is a modern, geometric grotesk
font family that comes in 18 styles. Equipped
with a huge character set of 9 weights plus
matching Italics and countless OpenType
features,this typeface is a reliable workhorse.
Engageme

Hierarchy and weight
While all weights of TT Norms can be utilized, a
good rule of thumb for primary brand
communications is to rely on bolder weights for
headlines and lighter weights for supporting
type styles.
Make support a For large headlines and titles
non-issue.
Proactive support for all 
 For longer, smaller headlines
those times your customers
waited to reach someone 

on your team.
Sure, we have a Messenger people love. We're also a For paragraphs and body copy
complete customer communications platform with bots,
apps, product tours, and more—like email, messages, and a
help center—so you can build great customer relationships,
every step of the way.
 CONVERSATIONAL CUSTOMER ENGAGEMENT For eyebrow text

Create cohesive For large headlines and titles

and coordinated
campaigns
Send one-off messages or orchestrate full For paragraphs and body copy

integrated campaigns that drive customers to

act—both inside your app and out.

Get started Watch a demo For links and CTAs

Hierarchy: Example
Grounded in the construction of the logo,
Intercom Brand is used for eyebrow text. Keep
a careful eye to maintain a balance of weight as
the size of type decreases.
 Make support a For large headlines and titles

non-issue.
Proactive support for all 
 For longer, smaller headlines

those times your customers

waited to reach someone 

on your team.
Default Replacements Sure, we have a Messenger people love. We're also a For paragraphs and body copy

Whenever brand fonts are unavailable, fall complete customer communications platform with bots,
back to our secondary font, Inter. This font is apps, product tours, and more—like email, messages,
open source and can be used across web and and a help center—so you can build great customer
email for free. relationships, every step of the way.
Intercom Brand Guidelines Table of Contents 2.2.0

Typography Typesetting
 Support and Nearly colliding characters

engage customers
with Intercom.

Support and Adjusted line height

Typesetting Headlines
When typesetting headlines, sometimes
engage customers
with Intercom.
letters will overlap. To solve this try adjusting
either the letter spacing, kerning, line 

height, or rag.
 Send one-off messages or orchestrate full It might be helpful to think
integrated campaigns that drive customers to of an hourglass
act—both inside your app and out.

Send one-off messages or

orchestrate full integrated campaigns Or, it might be helpful to
think of a hill. There is a
that drive customers to act—both nice flow, a crescendo
inside your app and out.

Send one-off messages or orchestrate full

Typesetting Headlines
integrated campaigns that drive This text is pretty ragged,
and there is a widow
Consider the shape of a block of text.

It’s an important consideration when

customers to act—both inside your app

setting headlines. and out.
 You have 

12 seconds to 

Adding emphasis with color
turn a click into 

a customer.
In headlines only, colors from the primary
palette can be used to emphasize or add
emotion to specific words.
Intercom Brand Guidelines Table of Contents 2.3.0

Color
Palette
 Primary Palette

Paper Stone Slate Blue

PMS Paper Stock PMS 656 C, 656 U PMS 282 C, 289 U PMS 2727 C, 285 U

CMYK 0 0 0 0 CMYK 4 3 3 0 CMYK 94 81 50 62 CMYK 83 66 0 0

RGB 255 255 255 RGB 241 241 241 RGB 8 29 52 RGB 0 87 255

HEX #FFFFFF HEX #F1F1F1 HEX #081D34 HEX #0057FF

Aqua Ice Sky Black

Primary Palette

The primary palette brings a bold confidence

to Intercom’s brand expression, and should be
PMS 297 C PMS 317 C, 317 U PMS 290 C, 290 U PMS Black C, Black U
used most often. Lean into this palette
CMYK 66 0 29 0 CMYK 22 0 5 0 CMYK 20 5 0 0 CMYK 0 0 0 100
especially when making a first impression on
RGB 71 199 240 RGB 191 245 248 RGB 196 224 253 RGB 0 0 0
your audience, or when speaking to the HEX #47C7F0 HEX #BFF5F8 HEX #C4E0FD HEX #000000
Intercom offering as a whole.
 Secondary Palette

Coral Tangerine Violet

PMS P 55-6 C, P 55-6 U PMS P 24-6 C, P 24-6 U PMS P 99-7 C, P 99-7 U

CMYK 0 76 57 0 CMYK 0 43 82 0 CMYK 76 64 0 0

RGB 255 100 55 RGB 254 161 67 RGB 79 102 194

HEX #FF645F HEX #FEA143 HEX #4F66C2

80% 80% 80%

60% 60% 60%

Secondary Palette

The supporting color palette is designed to

provide creative flexibility and should be used 40% 40% 40%

sparingly relative to the primary colors. The

colors are complementary to the primary
Intercom blue and were chosen to add warmth 20% 20% 20%
and energy to the brand.
 Paper should be used most often as a
background color and when in large swaths. It’s
important that overall, the Intercom identity has a
general lightness to it.

The secondary palette can be though of as 


one color within this relative usage chart, since
secondary colors are rarely combined. More on
that later.

Stone and Slate should be used often, to

shift the mood to something deeper or more

sophisticated/detailed than primary messaging.

Blue tints should be used mostly to complement

Relative Usage the primary blue or colors from the secondary
palette. Rarely should they dominate a
Refer to this chart for a general sense of how composition or stand on their own.
often to utilize specific palettes in the color
system. This is a simplified visualization, so use
your best discretion if variation is needed.
Intercom Brand Guidelines Table of Contents 2.4.0

Color Pairings
 Do use blue hues together Do use neutral colors from primary palette over colors

Desirable Color Pairings

The color palette is simple in its palette, but

there are many ways to bring a diversity of
expression to the brand through different
pairings. Refer to the following guide for some
great places to start. Do use tints of a single secondary color together Do pair secondary hues with subdued primary colors
 Next Gen Next Gen Next Gen
Virtual Event
Virtual Event
Virtual Event

March 23, 8-10am March 23, 8-10am March 23, 8-10am

RSVP now → RSVP now → RSVP now →

Primary palette only Secondary palette with a monochromatic approach Secondary palette paired with primary palette
 With Intercom, 
 With Intercom, 


The Engagement OS. The Engagement OS.

Primary palette only Secondary palette paired with primary palette

 Don’t pair secondary colors with the primary brand blue Don’t use secondary colors over colorful backgrounds

Undesirable Color Pairings

There are certain expressions of color that may

weaken Intercom’s brand identity. Refer to the
following guide for some things to avoid when
using color. Don’t break primary colors or neutrals into tints/shades Don’t pair secondary colors together
Intercom Brand Guidelines Table of Contents 2.5.0

Graphic 
 Introduction

Elements
Foundation

Mirroring the construction and essence 


of the Intercom logo, this system of graphic
elements relies on the simple foundation of a
circle. If you can imagine a single circle
stretching and bending to create the logo,
you’ve got the right idea.
Foundation

Stretching and expanding the circle allows for

myriad expressions within the brand, all made
cohesive by leveraging the same visual
philosophy.
Intercom Brand Guidelines Table of Contents 2.6.0

Graphic 

Elements Expression
 Shifting Fluid

Expression

United by the same circular constructional

foundation, there are four unique expressions
that use graphic elements to create a diversity
of tone and attitude across brand surfaces. Modular Arranged
Shifting

With overlapping effects and varying scale, this

expression is more serious, forward, and bold.
Use this expression in support of messaging
more geared toward enterprise messaging, or
when there’s an impressive or confident tone.
Intercom Brand Guidelines

Next Gen
Virtual Event

March 23, 8-10am

RSVP now →

Speaker
Nora Camden

Next Gen
Intercom Brand Guidelines 2.6.9
Engage more.
NEW INTERCOM INBOX

Grow on.
“Sales will have the best
pulse on where you might
unexpectedly be resonating
in the market.”

Leandra Fishman CRO at Intercom

Fluid
This expression – which uses curved fluid
linework – communicates the human side of
the technology Intercom has to offer. This
expression best supports messaging dealing
with support, empathy, and the individuality of
a customer’s journey.
Intercom Brand Guidelines

Great
support is an
invitation.
Engage more.
Grow on.
Everything is an

opportunity to

engage.
Interactions with bots
increase conversion
by 36%
Modular

A bit more playful, this expression has a way of

visualizing quantities – whether it be data-
forward messaging, support conversations,
communities, or a birds-eye-view.
 Have them at hello there!
and

keep them through let’s keep in touch.

Create

personalized ads

that convert.
Never forget a name,

Learn More → color or a quirk.

Hi, Frances.

How can I help?

Every support

ticket is a chance

to build trust.

With Intercom, The Engagement OS.

Inside
NEW EPISODE

Intercom
Podcast
Tim Dantz
@timdantz
Arranged
The most playful and illustrative of the bunch,
this expression is more casual and consumer-
sensitive, supporting messaging that spotlights
a single customer, or when there’s copy that
feels more friendly.
Grow on with Intercom,
Intercom Brand Guidelines 2.2.1

the Engagement OS.

With Intercom, 


The Engagement OS.

Never forget a

name, a color,

or a quirk.
Intercom Brand Guidelines Table of Contents 2.7.0

Graphic 

Elements Construction
 Divide (dark) Transparency (optically similar to multiply effect)

Overlap treatment
When building compositions, consider using
an overlap treatment to distinguish and add
variety to the brand. Only use a single
treatment style per composition.

Tip: When creating overlapping shapes, don’t

just rely on blending modes. To get a
consistent result, you’re best bet is to use the
intersect tool to create a solid shape in the
overlap that you can then recolor as needed. Divide (light) Opaque
 Vertical tines

Orientation

When building compositions, consider the

orientation to complement a layout. Make sure
all tines are on the same axis. Never mix the
shape's orientation in a composition. Diagonal tines Horizontal tines
 Make a great first, Make a great first, Make a great first,

second and 500th second and 500th second and 500th

impression. impression. impression.

Shifting, Divide Light Shifting, Divide Dark Shifting, Transparency

 Customers buy your products. Customers buy your products. Customers buy your products.

Enaged ones sell your brand. Enaged ones sell your brand. Enaged ones sell your brand.

Modular, Transparency Shifting, Divide Light Shifting, Divide Dark

 Have them

at
hello there! and
keep them

through thank you!

Divide Inline

Interaction with text

Get creative in combining text with graphic
elements to elevate messaging. Be mindful of
legibility when building layouts. Contained Overlap
 Framed within a shape Overlap

Speaker
Nora Camden

Interaction with photography Next Gen

Get creative in framing or pairing photography
with graphic elements to add visual interest. Container Framed, with subtle depth masking effect
Intercom Brand Guidelines 2.8.0

Photography
Portraiture: In Studio
Our approach to photography brings the
Engagement OS to life. Consumers, end users,
and anyone who uses our product is engaged
with the camera.

In studio the approach is clean and simple,

with neutral backdrops – letting the personality
of the subject take center stage.
Portraiture: In Environment
Our approach to photography brings the
Engagement OS to life. Consumers, end users,
and anyone who uses our product is engaged
with the camera.

We can also capture a subject in their

environment, revealing the details that make
their relationship with Intercom’s product
unique and valuable.
Technology
While we show people being engaged with the
camera, the end user photography can express
that same engagement with a device — the
portal to their interactions with our brand.
Intercom Brand Guidelines 2.10.0

Iconography
Iconography Style

We use our logo building blocks as the

foundation of our icon system — rounded,
geometric shapes that ensure legibility and
clarity, even at small sizes. They are drawn on a
pixel-based grid of 24px x 24px and scaled-up
linearly to different sizes. The grid contains 2px
padding for the surrounding live area.

These placeholder icons are taken from the 


Kalai icon library, available for free on Figma.
Intercom Brand Guidelines 3.0.0

In Application
 Core Brand Expressive

Coordinate of Reccommended range

Outer space
example application for content type

Scale of brand expression

When designing for the Intercom brand,

consider the context of the content in the

overall brand universe. Refer to the following

examples and their approximate coordinates

on this scale of brand expression.

Blog Thumbnail Intercom on

Product
Because the blog is a surface heavily
contextualized by the intercom brand, we’re
allowed to stray from the core brand and get
more expressive and playful here.

This particular example is perhaps more serious

in tone, so it sits closer to the core brand
expression.
 Ben
Stancil

Blog Thumbnail
Because the blog is a surface heavily
contextualized by the intercom brand, we’re
allowed to stray from the core brand and get
more expressive and playful here.

This example is more personal and editorial, so

it feels pretty different from the core brand.
 20+
NEW EPISODE

Inside Everyone here wants to

build, and solve, and win—
Intercom and has the opportunity to
Podcast do so. What more could
you ask for? Powerful updates.

Anna Griffin Happy customers.

Tim Dantz Efficient support teams.

@timdantz

We’re hiring
See our open Marketing
roles at intercom.com/
careers-marketing
 Next Gen
Virtual Event

March 23, 8-10am

Brand Event

RSVP now →
A brand event, like a conference or a
livestream, is usually focused on the product,
and should be pretty brand-forward in its
approach.

This example leverages the core brand identity

through and through.
 New at
LIVE WEBINAR
Intercom
Strategies for modern,
conversational support Virtual Launch Event
March 25th Wednesday, March 23 8-10am PST Free
Register now →

LIVE WEBINAR

Strategies for modern,

conversational support
March 25th

Register now →
 Beginners

Guide:

The right tools


Realtime

to find all the

Sales
new leads.

Learn More →

Always learn


from our mistakes.

We’ve tested

Core Brand Campaign frameworks and

Create
important lessons for

A brand campaign intended to capture new a growing sales team.

personalized

customers means that many may not know

what Intercom is, so it’s important it reflects

ads that convert.
the core brand to an extent.
Learn More → Download the PDF
The Enagement OS.

Create

personalized ads

that convert.

Learn More
 Get ahead of customer
support issues-in ways
ticketing systems with
they could

View demo →

Targeted / Focused Advertising

Ads that are focused on something more

granular/specific can get creative, as long as

they’re still related to the core brand

expression.
 Hi, I’m Winston
Website

The Intercom website is one of the most

important touchpoints, and opportunities to
proclaim who we are. Thus, the core brand is
leveraged most often here.
“ It's truly game-changing “ This helps us understand
to have a community of the topics better. I’m
actual users to share super excited about this
their experiences!” new world with
Intercom...”
Caleb Jansport,
Head of Marketing
Figma
Monalisa Neves,
Customer Success
Specialist Versat

Academy Student Academy Student

Spotlight Spotlight
with Caleb from Figma with Monalisa from Versat
 Intercom

on Product
Podcast

Like the blog, podcasts are more editorial and

contextualized by Intercom’s presence, so they
can sit in a more expressive area of the brand.

Intercom

on Product
This example is expressive, but feels similar to
the core brand.
 Intercom

Podcast on Product
Like the blog, podcasts are more editorial and
contextualized by Intercom’s presence, so they
can sit in a more expressive area of the brand.

Intercom

This example is even more expressive, on Product

leveraging the secondary palette more than
the primary palette.
 Sales
Intercom on

What we’ve learned scaling

Book cover a billion dollar business

Evergreen editorial content like books and

reports can have the largest range on the
spectrum in terms of their expression.

Intercom on Sales
This example is more serious and informational,
so it sits closer to the core brand.
This book covers six topics that are crucial to
successfully scaling your revenue.
Read book
 Intercom on

Customer

Enagement
Creating messages that
drive ongoing engagement

Book cover
Evergreen editorial content like books and
reports can have the largest range on the
spectrum in terms of their expression.

Intercom on Customer Engagement

Create messages that drive ongoing engagement.
This example is more engaging and friendly, so
it sits in the middle of the spectrum.
Read book
 Intercom

on Sales
Scaling a billion dollar business:

what we’ve learned about sales

Book cover

Evergreen editorial content like books and

reports can have the largest range on the
spectrum in terms of their expression.

Intercom on Sales

This example is serious and informational, but This book covers six topics that are crucial to

bold – it relates to the core brand while getting successfully scaling your revenue.

expressive with composition.

Read book
 Intercom on Sales

Scaling a

billion dollar

business:

What we’ve

learned

about sales
Book cover
Evergreen editorial content like books and
reports can have the largest range on the
spectrum in terms of their expression.

Intercom on Customer Engagement

This example is serious and informational, but Create messages that drive ongoing engagement.
bold – it uses secondary colors and gets
expressive with composition.
Read book
 Intercom on Sales

Intercom
Intercom

learned about sales

business: what we’ve
Scaling a billion dollar
Intercom
Scaling a
Intercom

on Sales on Sales
billion dollar
on Sales
Scaling a billion dollar business:

what we’ve learned about sales

business: Scaling a billion dollar business:

what we’ve learned about sales

on Sales
What we’ve

learned

about sales
Scaling a billion dollar business:

what we’ve learned about sales

Intercom

Intercom
Intercom on
Intercom

on Sales
Sales on Sales
Inter Intercom

On

com
on on Sales Sales

Sales Intercom

on Sales
Scaling a billion dollar business:

Scaling a billion dollar business:

what we’ve learned about sales
what we’ve learned about sales What we’ve learned scaling
a billion dollar business
February 2022 v1.0