Brand guidelines
The Collabaway brand
Our logo, colours, type and voice, and how to use them. For partners, press and anyone building with us.
The logo
A frame with a smile
The blue corner is the brand. The magenta corner is the creator. Between them are two smiling eyes: the people in the deal, happy with how it went. The open sides say the deal is open and two-way. Nobody is boxed in.
There is no mouth and no nose. The eyes do the smiling. The c of collabaway lives on in the wordmark next to them.
The full logo is the mark and the word "collabaway" in lower case, in Sora Bold. Use the full logo wherever there is room.
The movement
The blink
The logo has one movement. Both eyes open into the o of the wordmark at the same time, then close again. It takes about 0.7 seconds. It's a moment, not a constant. The logo blinks when you hover over it, when something good happens and while a page loads. The rest of the time it stays still.
If your device is set to reduce motion, neither of them moves. That's on purpose: the logo never animates with reduced motion, and the eyes stay smiling. Here is the blink, step by step:
- Smiling
- Both eyes open
- Smiling again
When it plays
- When you hover over the logo in the header and menus, or tab to it
- Once, when an offer is agreed
- Once, when a payment is sent
- On a loop on loading screens
When it never plays
- Errors and failed payments
- Disputes and warnings
- Account restrictions
- Anything else that is bad news
- Both eyes, always together. Never only one eye, and never a wink that stays.
- The eyes open and close. Nothing else moves, and a mouth never appears.
- With reduced motion switched on, it never animates.
Versions
Pick the version for the background. On dark, both corners lighten and the eyes turn white, so everything keeps its contrast.
Colour on light. The default, on white or paper.
Colour on dark. Navy or black backgrounds.
White. On the brand gradient and on photos, over a calm, dark part of the picture. Not on brand blue: blue is the colour of the brand corner, so it never sits behind the logo.
Navy, one colour. Print in one ink, stamps, documents.
Profile pictures and icons
On a profile picture or an icon, the frame becomes the border of the picture and the eyes sit in the middle. On a square tile, each corner runs along the edge and curves around the tile's own rounded corner. Navy is the default.
Profile picture. Round and navy, the default. One file that works in light and dark feeds.
Square, navy. LinkedIn company pages, X verified organisations, Slack, GitHub, and the app icon in dark mode.
White. The app icon in light mode, and the favicon. The favicon has thicker strokes, so the eyes still read at 16 px. It never includes the wordmark.
Gradient. Temporary avatars for launches and events only, with an all-white mark. Then back to navy.
Most platforms crop profile pictures to a circle: Instagram, TikTok, YouTube, Facebook, Threads, WhatsApp, Google, and personal profiles on X and LinkedIn. A circle crop would cut the corners off a square file, so the round version bends each corner onto the circle as a 120° arc. At 86% of its size it is also the icon for the installed app on Android, inside the safe circle.
Don't: Square file, circle crop. The circle cuts the corners off the frame.
Do: Round version. Each corner bends onto the circle as a 120° arc.
Do: Installed app. The round version at 86%, inside the centre circle (dashed) that every Android icon shape keeps.
Why navy
On navy, both corners keep their own colour, lifted a little so they stay bright, and the eyes are white. Every part of the logo needs at least 3:1 against the colour behind it, the WCAG 2.1 minimum for graphics (1.4.11, non-text contrast). These numbers are worked out from the logo's colours.
Navy
The default for profile pictures and icons.
Contrast on the navy tile Part Contrast Brand corner #6F86FF on #17212D 5.0:1Passes Creator corner #FF3DC4 on #17212D 5.1:1Passes Eyes #FFFFFF on #17212D 16.2:1Passes White
App icons in light mode and the favicon.
Contrast on the white tile Part Contrast Brand corner #354FD1 on #FFFFFF 6.5:1Passes Creator corner #EF21B6 on #FFFFFF 3.7:1Passes Eyes #17212D on #FFFFFF 16.2:1Passes Brand gradient
Temporary avatars for launches and events.
Contrast on the brand gradient tile Part Contrast Brand corner #FFFFFF on #354FD1 6.5:1Passes Creator corner #FFFFFF on #EF21B6 3.7:1Passes Eyes #FFFFFF on #6A3FD0 6.4:1Passes
Why there is no blue tile
Brand blue is our main colour, but it can't sit behind the logo. One of the logo's own colours is brand blue.
True colours on brand blue
The blue corner disappears into the background and magenta drops to 1.7:1.
| Part | Contrast |
|---|---|
| Brand corner #354FD1 on #354FD1 | 1.0:1Fails |
| Creator corner #EF21B6 on #354FD1 | 1.7:1Fails |
| Eyes #17212D on #354FD1 | 2.4:1Fails |
The old fix: white and pale pink
The old blue icon drew the corners in white and pale pink so they could be seen. That passes on contrast, but neither corner shows its own colour. So brand blue stays for buttons and links, and tiles are navy.
| Part | Contrast |
|---|---|
| Brand corner #FFFFFF on #354FD1 | 6.5:1Passes |
| Creator corner #FFB3EC on #354FD1 | 4.0:1Passes |
| Eyes #FFFFFF on #354FD1 | 6.5:1Passes |
Clear space and size
- Keep clear space of half the mark's height on every side.
- The full logo is at least 96 px wide on screen, 25 mm in print.
- The mark alone is at least 16 px. At that size, use the favicon: its heavier strokes keep the eyes readable.
- In the website header: mark 30 px, wordmark 22 px, on the left.
- Next to another company's logo, match their logo's height and keep the clear space between them.
Don'ts
Don't stretch or squash it
Don't rotate it
Don't add shadows or effects
Don't swap or change the colours
Don't put the colour logo on busy photos
Don't add .com or change the lettering
Don't add a mouth or a nose
Don't put the logo or a tile on brand blue
Don't leave one eye open, not even as a wink
Don't turn it into an emoji
Colour
Blue leads. Magenta and cyan are accents: use them for one highlight at a time, not as backgrounds for body text.
- Brand blue
#354FD1 · RGB 53 79 209
The main colour: buttons, links, the brand corner of the logo. White text on it passes at any size (6.5:1).
- Creator magenta
#EF21B6 · RGB 239 33 182
The creator corner and highlights. White text on it only for large text (3.7:1).
- Cyan
#02AAF5 · RGB 2 170 245
Secondary accent: brush strokes, tags, illustrations. Use navy text on it, never white.
- Navy
#17212D · RGB 23 33 45
Text, the wordmark, the eyes, dark surfaces such as the footer and sidebar, and the background of profile pictures and icons.
- Paper
#F3F5FD · RGB 243 245 253
The page background behind sections and cards.
- Line
#DDE2F2 · RGB 221 226 242
Borders and dividers.
On dark backgrounds, use these lighter versions for the logo and highlights. They are the corners of the navy tile too.
Brand gradient, blue to violet to magenta (#354FD1, #6A3FD0, #EF21B6). Only for large calls to action and temporary campaign avatars, with white text and an all-white logo. Profile pictures and icons are navy by default.
Type
Sora, Bold and Semibold
Aa Bb 123
Headings and the wordmark. Tight tracking (-2%), sentence case, short lines.
DM Sans, Regular, Medium and Semibold
Aa Bb 123
Body text, buttons and the app. Body at 16 to 18 px, line height 1.5. Both fonts are free on Google Fonts.
Page title, 40 to 60 px
Section heading, 28 to 40 px
Card title, 18 to 22 px
Body text, 16 to 18 px, in navy or muted grey #5B6474.
Shapes and imagery
Brush strokes
Under one key phrase in a heading, never more than one per heading. Cyan or magenta.
Circle and tile
The pink circle and cyan tile sit behind photos, partly hidden. Decoration only.
Photography
Real people making things, natural light. Stock photos never get names or numbers; product screenshots are labelled sample data.
Tagline
Collab all the way.
From first offer to final invoice, for creators, brands and agencies.
Why it works: it plays on the name (collab-a-way) and says what we do: a deal carried all the way through, from the first offer to the final invoice, with the brand, the agency and the creator on it together.
- Write it exactly: “Collab all the way.” with the full stop
- On dark, “all the way.” can take the on-dark magenta; on light, keep it one colour
- Pair it with the line underneath when people don’t know us yet
- Never translate the pun word by word; write a new line instead
Voice
We write
- Plain words and short sentences
- To “you”, about creators, brands and agencies
- What the product does today
- “Switched on in stages” for things not live everywhere
- Numbers only when they are real, with their source
We don't write
- Hype: revolutionary, game-changing, seamless
- Long dashes in copy (use a full stop or a comma)
- “Beta” labels in the product
- Made-up stats, logos or testimonials
- Promises about features that aren’t switched on
Downloads
Vector files (SVG) scale to any size. Use PNG only where SVG isn't accepted. The ZIP has every file on this page, profile pictures and banners included.
Download everything (ZIP)Full logo
Icons
Profile pictures are in the social media kit.
Using the logo for a partnership, press or an event? Follow this page, and tell us if you need something it doesn't cover.
Social media kit
PNG files, ready to upload at each platform's recommended size. The profile pictures are full squares that the platform crops to a circle, with the frame already on the circle. Use navy unless you have a reason not to. LinkedIn company pages show the logo square: use the square navy one there.
LinkedIn profile banner · 1584 × 396. Text sits right; your profile picture covers the bottom left.
PNG, LinkedIn profile bannerLinkedIn company page cover · 1128 × 191. Short format, no subline.
PNG, LinkedIn company page coverX (Twitter) header · 1500 × 500. Text sits right of the profile picture.
PNG, X (Twitter) headerYouTube channel banner · 2560 × 1440. Everything important is inside the centre 1546 × 423 area every device shows.
PNG, YouTube channel bannerFacebook page cover · 1640 × 624. Centred, so phone crops keep the text.
PNG, Facebook page cover