Our Brand Guidelines | Swimlane
Company

Our Brand Guidelines

The Brand Guidelines outline the general rules when using Swimlane brand assets and creating content. Consistent use of these guidelines helps to keep Swimlane messaging and visuals consistent.

.01

Brand Assets & Usage

Consistency is key

The Swimlane brand is more than just a name, and the logo more than just a mark. It's a set of values and design principles that reflects the spirit of our company. Using it consistently will reinforce who we are and support our mission to enable any organization to be more secure through powerful and reliable security automation, orchestration and response.

Using the logo

Swimlane Logos Color Usage
Always ensure an appropriate amount of contrast between the logo and background.
Swimlane Logos Color Incorrect Usage
The full color logo should only be placed on white or dark backgrounds, never on any other color such as the brand primary blue, teal or gray.

Provide clearance

Swimlane Logos Clearance
Leave enough space around Swimlane brand assets for them to be clear and uncluttered. Always use brand assets at a legible size.

Do's

  • Do leave enough space around Swimlane brand assets for them to be clear and uncluttered. Always use and use brand assets at a legible size.
  • Do use any Swimlane logo only on either a white or dark background. Never use light gray or any other bright color from our brand palette.
  • Do use the inline version of the logo in most situations. The stacked version may be used when the logo is the primary focus, typically without any additional messaging or when messaging is distanced from the logo.

Don'ts

  • Don't combine the Swimlane name or logos, or any portion of any of them, with any other logo, company name, mark, or term. Don't edit, modify, distort, rotate, or re-color the logos in any way.
  • Don't use the 'S' mark alone, the logo should always appear as the mark and logotype. The only exception to this is potentially as a subtle pattern or background treatment, but usage must not conflict with any primary messaging and should not overpower the rest of the design.
  • Don't use full-color logos on photographs unless the logo sits on a dark or white area of the image.
  • Don't use the logotype without the "S" mark. The logo must always appear with both elements.
  • Don't place the logo on a patterned background, or add any sort of effect such as a glow or drop shadow.

Downloads

blank

Swimlane Inline Logos

16 assets

blank

Swimlane Inline Logos (outline)

20 assets

blank

Swimlane Stacked Logos

16 assets

blank

Swimlane Stacked Logos (outline)

24 assets

.02

Color Specifications

Introduction

Below is the official Swimlane color palette. Avoid deviating from this core set of colors. The brand color palette should be used in a way that conveys a sense of vibrancy while maintaining balance between light and dark. Generally, Midnight or white should be used in backgrounds and floods with contrasting brighter colors providing visual interest. Lochmara and Azure may also be used in floods, where appropriate and not in conflict with other brand elements or messaging.

Primary Colors

Lochmara

  • HEX 028ACF
  • RGB 2 138 207
  • CMYK 80 35 0 0
  • PMS 3005C

Teal

  • HEX 19CCC0
  • RGB 25 204 192
  • CMYK 76 0 33 0
  • PMS 3265C

Midnight

  • HEX 131724
  • RGB 19 23 36
  • CMYK 84 76 56 73
  • PMS --

Cobalt

  • HEX 040435
  • RGB 4 4 53
  • CMYK 19 19 0 79
  • PMS --

Dark Blue

  • HEX 050541
  • RGB 5 5 65
  • CMYK 24 24 0 75
  • PMS --

Secondary Colors

Slate

  • HEX 455066
  • RGB 69 80 102
  • CMYK 77 65 41 24
  • PMS 7545C

Azure

  • HEX 02AAFF
  • RGB 2 170 255
  • CMYK 12 3 89 102
  • PMS 2925C

Aqua

  • HEX 00FFF4
  • RGB 0 255 244
  • CMYK 52 0 18 0
  • PMS 3258C

Lime

  • HEX B0E53C
  • RGB 176 229 60
  • CMYK 35 0 94 0
  • PMS 376C

Mist

  • HEX EEF4FA
  • RGB 238 244 250
  • CMYK 5 2 0 0
  • PMS --

Sky Blue

  • HEX A1E1EA
  • RGB 161 225 234
  • CMYK 29 4 0 8
  • PMS --

Blue Gray

  • HEX 104170
  • RGB 16 65 112
  • CMYK 38 18 0 56
  • PMS --
.03

Typography

Branding, Web & Print

For anything other than within a product we use the Adobe font InterFace. In situations where the font is not available, we have an Open-source alternative available for download below.

blank

Cover Interface Font

PNG 16 KB

Product

The Open-source Google font Source Sans Pro should be used for design within any Swimlane product.

blank

Cover Source Sans Pro Font

PNG 18 KB

.04

Brand Vision

Our vision

As a company, we have a focus on helping organizations and their people to overcome significant obstacles and become more efficient and secure in today's security landscape. We accomplish this by providing powerful solutions through reliable security automation, orchestration and response. At our core we help people to be able to do their jobs better—we are people, helping people succeed. With this in mind, the brand should be approachable, not overly technical in messaging and feel, and convey a sense of competence and sophistication that inspires confidence to our current and prospective customers.

As part of our brand stance we create a focus on balancing light and dark. Much of our industry is branded dark—while we do use a darker approach in general we seek to find the balance between light and dark to build the feeling that we provide clarity and light through the ever changing and often difficult to navigate security landscape.

The words and phrases below describe how our vision for how the Swimlane brand should feel on first, and repeat, contact.

Brand descriptors

vibrant  dynamic  fluid  flexible  innovative  intuitive  empowering  proficient  powerful  approachable  human-centered 

.05

Brand Visuals

Introduction

Below are collections of brand assets that can be used as design elements or as visual reference when creating new elements. These elements are the property of Swimlane and may only be used with permission from Swimlane, for approved use.

Turbine Marketecture Diagram

blank

Marketecture

ZIP 2 MB

Icon Set as SVG

blank

SVGs

ZIP 109 KB

Icon Set as PNG 1 of 2

blank

PNGs 1-of-2

ZIP 7 MB

Icon Set as PNG 2 of 2

blank

PNGs 2-of-2

ZIP 10 MB

Swimlane Turbine Lockup

blank

Lockup Dark 6x

PNG 66 KB

blank

Lockup Light 6x

PNG 62 KB