Swimlane Brand Guide
- 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’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.
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.
For anything other than within a product we use the Google font DM Sans.