Asana brand guidelines: color, type, logo and voice

The system

Fixed, everywhere

Logo

Asana Coral

Signature color

AaTWK Lausanne + TWK Lausanne

Type pairing

Coral three-dot symbol beside the lowercase wordmark; the symbol is always coral
White or black grounds for content; coral, fuchsia and pink as accents
TWK Lausanne Light headlines, tight tracking, sentence case
Pill-shaped buttons
Workflow lines, nodes and pills built from the product UI
Worklings for every AI agent
Fisheye, human-centred photography

The one thing that varies

How loud the system gets: one gradient phrase and a quiet product UI on a web page, full workflow scenes with Worklings and the dot grid on billboards and posters.

How loud each format gets

Silent

QuietEmailProduct UI

CalmLanding page

WarmDeck

LoudSocial post

LoudestBillboard / poster

Our engine's setting, built from their rules.

Every piece passes 3 checks

Logo hidden

Cover the logo. It should still read as Asana: Light Swiss headline with one coral-to-fuchsia phrase, black pill buttons, and workflow lines connecting avatars, Worklings and task pills.

Swap test

Put another work-management logo on it. If the workflow-and-Workling graphics and the gradient phrase don't feel borrowed, it is generic.

Legibility

Every gradient sits on headline type only, never on a colored content ground.

Strategy

The operating system for human-agent teams. Observed

01

Asana Work Graph®

One connected map of every person, task, project, goal and dependency, so people and agents know who does what, by when. Observed

02

Multiplayer

Every workflow, app and agent runs in one shared space with people. Observed

03

Shared memory

AI Teammates learn from the work and keep context across projects. Observed

04

Enterprise governance

Every agent has an identity, scoped permissions and an audit trail. Observed

The OS for human-agent teams

billboard, homepage H1 · assets.asana.biz/asset/a4bdc79a-88a2-463f-8243-38fe90b79c88/Asana-Brand-Guidelines-FY27.pdf

Where humans + agents workflow together

poster · assets.asana.biz/asset/a4bdc79a-88a2-463f-8243-38fe90b79c88/Asana-Brand-Guidelines-FY27.pdf

Work has a new flow.

street-level billboard · assets.asana.biz/asset/a4bdc79a-88a2-463f-8243-38fe90b79c88/Asana-Brand-Guidelines-FY27.pdf

Your team just got bigger

homepage · asana.com

Full spec

For Observed: Organizations and their cross-functional teams: operations, marketing, client delivery, IT, PMO and R&D (the homepage department tabs)
Problem Observed: "Work about work": meetings and status chasing crowd out skilled work, and AI has helped individuals more than teams
Promise Observed: People and agents run critical workflows from one shared plan, with shared memory and governance
Mission Published: To help humanity thrive by enabling the world's teams to work together effortlessly.

Proof behind each pillar

Asana Work Graph®. 85% of Fortune 100 companies choose Asana (footnote: accurate as of December 2023, includes free and paid users).
Asana Work Graph®. 18 years of multiplayer architecture (company page).
Multiplayer. 18 years of multiplayer architecture (company page).
Shared memory. Pre-built AI Teammates (Launch Coordinator, Portfolio Advisor, Compliance Manager, Project Manager, Content Writer) shown on the homepage.
Enterprise governance. COS (Simone Williams, Chief Digital, Technology & Business Development Officer) credits scalable workflows and AI with more visibility and speed.

Story Observed

Founders Dustin Moskovitz and Justin Rosenstein saw talented people at Facebook lose their days to meetings and status chasing, so they built a shared picture of who is doing what, by when. That Work Graph, built for people, is now the base for people and AI agents working together.

Values

Know your customer

Start with customers: listen to their needs and design what they will love (paraphrase).

Published

Cut to the core

Focus on what matters and simplify complexity (paraphrase).

Published

Get to Beta

Progress beats perfection: ship lovable work fast and learn (paraphrase).

Published

Solve it together

Collaborate early and trust each other (paraphrase).

Published

Act like you own it

Take responsibility, individually and together (paraphrase).

Published

Start with heart

How we work matters as much as what we build (paraphrase).

Published

Category. Work management, reframed as the OS for teams of people and AI agents Published

Why them

The Asana Work Graph® as the shared data model under every workflow. Observed
Multiplayer collaboration architecture, built over 18 years. Observed
Pre-built AI Teammates that work inside real workflows from day one. Observed
Enterprise governance for agents: identity, scoped permissions, audit trail. Observed

Instead of

Scattered work: tasks in spreadsheets, decisions in chat, files in email.AI tools that help individuals but not teams.

Boilerplate Observed

Asana is the operating system for human-agent teams. Built on the Asana Work Graph and years of multiplayer architecture, it is where an organization's people and AI agents run critical workflows together, from a shared plan with shared memory and enterprise governance.

Taglines

The OS for human-agent teams Published

Where humans + agents workflow together Published

Work has a new flow. Published

Supercharge your teams to get things done Observed

They never claim

The Fortune 100 share is always printed with its December 2023 footnote. Observed
Never imply Asana endorses or sponsors a third party's use of its marks. Published

The FY27 guide carries its messaging inside the visuals: the billboard line "The OS for human-agent teams", the poster line "Where humans + agents workflow together" and "Work has a new flow." The homepage repeats the first as its H1 (in one A/B variant) and backs it with four pillars: Work Graph, Multiplayer, Shared memory and Enterprise governance.

Source: assets.asana.biz/asset/a4bdc79a-88a2-463f-8243-38fe90b79c88/Asana-Brand-Guidelines-FY27.pdf assets.asana.biz/asset/a4bdc79a-88a2-463f-8243-38fe90b79c88/Asana-Brand-Guidelines-FY27.pdf assets.asana.biz/asset/a4bdc79a-88a2-463f-8243-38fe90b79c88/Asana-Brand-Guidelines-FY27.pdf asana.com/company asana.com

Personality and voice

Human at the centerbut not Overpowered by systemsPublished

Expressivebut not IntensePublished

Precise and productivebut not OverwhelmingPublished

Moving forwardbut not Stuck in a loopPublished

Plain, concrete copy suits a product sold as relief from "work about work".

Full spec

Sentence case headlines
Write as “we”, to “you”
American spelling
Third parties writing about Asana: use the name as an adjective before a noun, not as a verb or plural (trademark guidelines; Asana's own pages use the possessive)
Write Asana Work Graph with the registered mark on first use
Name humans and agents together when describing who does the work
Card and product summaries lead with the outcome for the team, not the mechanism
In campaign headlines a plus sign may join humans and agents (humans + agents)
Every customer-count stat carries its dated footnote
Headlines run 4 to 11 words; hero headlines 5 or fewer

ClearHumanEnergeticProductive

Not published in the guide. On asana.com: sentence-case declaratives, short problem statements in plain words (spreadsheets, chat, Friday status decks), and claims about humans and agents working together. The trademark guidelines add one hard rule: Asana is an adjective.

Sentence case headlines
We to you
Name the concrete work
Asana as an adjective, never a verb, plural or possessive

The guide (FY27) publishes no voice section; everything below is observed on asana.com or inferred from the visual rules.
Headlines are short sentence-case declaratives, often a pairing of humans and agents ("humans + agents").
Body copy names the concrete work: briefs, status updates, intake, launches, audits.
Problem copy is plain and specific (spreadsheet, chat, email, Friday status decks), then turns to the fix in one line.

Don’t use Asana as a verb or plural
Don’t imply sponsorship or endorsement by Asana

Not published: tone of voice, word lists or editorial style.

Source: asana.com/brand asana.com asana.com/company

Logo

Combination logo (on light)

Combination logo, white wordmark (on dark)

Logomark

Logo files drawn from the SVGs on asana.com (nav logo, footer logomark), shown for reference. Asana, the Asana logo and Work Graph are trademarks of Asana, Inc.; its trademark guidelines restrict use by others. Not affiliated.

Three dots arranged as a triangle read as people coming together; keeping them coral everywhere makes the mark recognizable at any size.

Logo variations: combination logo and logomark© Asana. Shown for study, not for reuse. From assets.asana.biz.

Approved logo colorways© Asana. Shown for study, not for reuse. From assets.asana.biz.

Logo misuse© Asana. Shown for study, not for reuse. From assets.asana.biz.

Full spec

Horizontal combination logo for most communications; vertical only when space is constrained
Clear space for both lockups equals the height of the symbol (web brand page)
Dark backgrounds: white wordmark (#FFFFFF), coral logomark (#FF584A)
Color backgrounds: all-white logo on dark color, all-black (#0B0505) on light color
Black and white: white logo on black, black logo on white
Partnerships: logos equal in size and optically balanced, separated by the width of the three-dot symbol; Asana left of or above the partner in Asana-led co-branding

Don’t fill the logo with unapproved colors
Don’t rotate, reflect or angle the logo
Don’t rescale or remove parts of the logo
Don’t place images or icons behind or in front of it
Don’t distort or skew it
Don’t restack or rearrange its elements
Don’t add 3D or gradients
Don’t use low-contrast colorways
Don’t use past versions
Don’t use secondary brand colors as backgrounds (web page)
Don’t use the wordmark without the symbol

Clear space	height of the symbol
Symbol color	Asana Coral #FF584A
Wordmark	Asana Black #0B0505 or white

Two lockups: the combination logo (coral three-dot logomark left of the lowercase asana wordmark) and the logomark. The web brand page (updated June 25, 2026) also names a vertical lockup for space-constrained digital displays. The symbol is always coral; the wordmark is black on white or light grey and white on black.

Not published: minimum size.

Source: assets.asana.biz/asset/a4bdc79a-88a2-463f-8243-38fe90b79c88/Asana-Brand-Guidelines-FY27.pdf assets.asana.biz/asset/a4bdc79a-88a2-463f-8243-38fe90b79c88/Asana-Brand-Guidelines-FY27.pdf assets.asana.biz/asset/a4bdc79a-88a2-463f-8243-38fe90b79c88/Asana-Brand-Guidelines-FY27.pdf asana.com/brand

Color

The OS for human-agent teams

Do A coral-to-fuchsia gradient on one phrase of a Light headline, everything else black (guide p.10).

Amplify your impact with AI

Don’t A coral content module behind headline and body copy: the guide marks it wrong (p.11).

View demo

Do Light Fuchsia pill as the secondary CTA beside a black one (guide p.16).

What work will your AI Teammates do?

Don’t Fuchsia copy on a pink ground lacks contrast (guide p.11).

Neutral black-and-white modules keep product content legible, so a single coral-to-fuchsia gradient carries the brand energy.

Color palette with RGB, CMYK and Pantone© Asana. Shown for study, not for reuse. From assets.asana.biz.

Approved color pairings© Asana. Shown for study, not for reuse. From assets.asana.biz.

Headline gradients on light and dark© Asana. Shown for study, not for reuse. From assets.asana.biz.

Color usage: do and don't for content modules© Asana. Shown for study, not for reuse. From assets.asana.biz.

Full spec

Primary pairings: White/Black, Grey/Black, Fuchsia/Black, Pink/Black, Pink/Fuchsia, White/Fuchsia, Grey/Fuchsia, White/Coral, Pink/Coral, White/Dark Grey
Secondary pairings: light tints with Asana Black; Blue, Green and Yellow with Asana White
Content modules: white or black grounds; black buttons with a Light Fuchsia secondary
Gradients: coral to fuchsia on light, coral to light fuchsia on dark, on headline type only
Choose any extra pairing for clarity, accessibility and consistency

Don’t fill a content module with Coral or Light Fuchsia behind body copy (the guide's usage page marks these wrong)
Don’t set fuchsia copy on a pink ground
Don’t make gradients intense enough to hurt legibility

Gradient on light	#FF584A to #FD3FFD
Gradient on dark	#FF584A to #FFC9FF
Site gradient (observed)	#FF453E to #F481F4

Six primaries (Asana White, Asana Black, Asana Coral, Fuchsia, Light Fuchsia, Neutral Grey), a secondary set (Blue, Green, Yellow, Grey with light tints) and a tertiary set (Magenta, Turquoise, Purple, Orange with tints), each with RGB, CMYK and Pantone. Content modules sit on white or black; coral and fuchsia arrive as the logo, a gradient phrase and accents.

Not published: color proportions or ratios; a contrast standard.

Source: assets.asana.biz/asset/a4bdc79a-88a2-463f-8243-38fe90b79c88/Asana-Brand-Guidelines-FY27.pdf assets.asana.biz/asset/a4bdc79a-88a2-463f-8243-38fe90b79c88/Asana-Brand-Guidelines-FY27.pdf assets.asana.biz/asset/a4bdc79a-88a2-463f-8243-38fe90b79c88/Asana-Brand-Guidelines-FY27.pdf assets.asana.biz/asset/a4bdc79a-88a2-463f-8243-38fe90b79c88/Asana-Brand-Guidelines-FY27.pdf

Typography

The OS for human-agent teams

Aa

TWK LausanneDisplay · open stand-in Figtree

Aa

TWK LausanneText · open stand-in Figtree

Very large Light headlines with tight tracking feel calm and modern, and leave the coral-to-fuchsia phrase to carry the emphasis.

Type hierarchy© Asana. Shown for study, not for reuse. From assets.asana.biz.

Type scale, TWK Lausanne 300© Asana. Shown for study, not for reuse. From assets.asana.biz.

Full spec

Their face	Use	License	Open stand-in
TWK Lausanne	Titles 300, CTAs 600, eyebrows and subtitles 900 (guide); site 300-500	Commercial typeface (TWK prefix: the Weltkern foundry); Asana's licence does not transfer	Figtree Closest rendered width (1.2% mean error over 12 lines) and ink darkness at real weight +100 among 15 open sans faces tested against the live site.
TWK Lausanne	Copy in 300	Commercial	Figtree Same calibration; Arial is the guide's own fallback.

Titles and copy in 300; CTAs in 600; eyebrows and subtitles in 900 (guide)
Line height shrinks as size grows: 130% at 12-16px, 120% at 20-24, 115% at 32-36, 110% at 40-64, 100% at 96-128 (300 weight)
Tracking 0 at 12-20px, -2% at 24-64px, -3% at 96-128px (300); -2.5% at 96+ for 600 and 900, -1.5% for 900 at 24-64
Metric kerning throughout
Fallback: Arial Regular and Bold
Sentence case

Don’t use other typefaces in brand layouts

Face	TWK Lausanne 300 / 600 / 900
Fallback	Arial
Stand-in (ours)	Figtree at real weight +100

One family, TWK Lausanne, a Swiss sans in three weights: 300 (primary: titles and copy), 600 (secondary: CTAs) and 900 (tertiary: eyebrows and subtitles). The guide publishes a full size scale from 12 to 128px with line heights from 130% down to 100% and tracking down to -3%. Arial is the fallback. asana.com sets everything in Lausanne 300-500.

Source: assets.asana.biz/asset/a4bdc79a-88a2-463f-8243-38fe90b79c88/Asana-Brand-Guidelines-FY27.pdf assets.asana.biz/asset/a4bdc79a-88a2-463f-8243-38fe90b79c88/Asana-Brand-Guidelines-FY27.pdf assets.asana.biz/asset/a4bdc79a-88a2-463f-8243-38fe90b79c88/Asana-Brand-Guidelines-FY27.pdf assets.asana.biz/asset/a4bdc79a-88a2-463f-8243-38fe90b79c88/Asana-Brand-Guidelines-FY27.pdf assets.asana.biz/asset/a4bdc79a-88a2-463f-8243-38fe90b79c88/Asana-Brand-Guidelines-FY27.pdf assets.asana.biz/asset/a4bdc79a-88a2-463f-8243-38fe90b79c88/Asana-Brand-Guidelines-FY27.pdf assets.asana.biz/asset/a4bdc79a-88a2-463f-8243-38fe90b79c88/Asana-Brand-Guidelines-FY27.pdf

Graphic elements

The OS for human-agent teams

Do Linear gradient left to right through the phrase only: Asana Coral #FF584A to Fuchsia #FD3FFD on light grounds, Coral to Light Fuchsia #FFC9FF on dark. On asana.com the span is coded #FF453E 0%, #F481F4 50%, #FF453E 100% at background-size 200% (so at rest it reads coral to pink across the phrase) with background-clip text. Rest of the headline stays Asana Black or white. One gradient phrase per headline, in simple layouts where type is the focal point.

Coral-to-fuchsia gradient phrase · one phrase of a hero or billboard headline (human-agent, workflow, agent)

Launch Planner: GTM in 4 weeks

Do Thin lines run as one continuous path from plan to outcome with rounded 90-degree turns; important, active stretches carry a Coral #FF584A to Light Fuchsia #FFC9FF gradient, the rest Light Grey #D7D9DB. Small Asana Black #0B0505 dot nodes with an Asana Grey #F3F3F3 outline sit where the line meets a pill, avatar or task card. One continuous path per composition.

Workflow lines and nodes · hero and billboard backgrounds, section dividers, diagrams

Reviewer Kim

Do White rounded frames from the Asana interface: Human + Agent (avatar plus Worklings), Human + Description, Actions, Resource, Task + Agent, Task + Human, Text only. Each carries a subtle Asana Pink #FFC9FF drop shadow; small colored label tags (Light Green, Light Yellow, Light Purple) name the agent.

Product-native pills · on workflow paths and in copy-led layouts

Agentic Work Management

Do A dotted grid derived from the logo's dots, spaced at 10x (x = dot size): #C4C7C9 dots on light grounds, #FFFFFF on dark. Masked by a free shape and faded so it reads as infrastructure under the content; may carry a soft gradient (#FF1CFF, #FFFFFF, #FF584A). On asana.com it appears inside the workflow graphics; the dark product cards only reveal a 14px white dot grid (masked to the top-right corner) on hover.

Infrastructure dot grid · only behind brand diagrams and workflows

Launch Coordinator

Do Each AI Teammate is a blob character with two simple eyes. Product icons: white shape, bold black outline, one solid palette color circle behind. Expressive icons: dimensional, softly lit color shapes used mainly over photography.

Worklings (AI Teammate characters) · anywhere an AI agent appears: product icons, pills, cards, over photography

Specimens use sample copy, not Asana’s.

Every element is a piece of the product's own UI, so a billboard reads as Asana even without the logo.

Infrastructure grid© Asana. Shown for study, not for reuse. From assets.asana.biz.

Workflow and nodes© Asana. Shown for study, not for reuse. From assets.asana.biz.

Pills© Asana. Shown for study, not for reuse. From assets.asana.biz.

Full spec

Dot grid only behind brand diagrams; masked and faded; #C4C7C9 dots on light, #FFFFFF on dark, 10x spacing
Workflows tell one continuous story from plan to outcome; gradient marks the active path
Nodes: Asana Black #0B0505 dot with an Asana Grey #F3F3F3 outline
Pills carry a subtle Asana Pink #FFC9FF drop shadow

Don’t draw workflows as loops or circles
Don’t let pills overpower the type
Don’t use the grid as decoration without a diagram

Three product-derived elements: the infrastructure dot grid (from the logo's dots), workflow lines with nodes (connecting humans, agents, tasks and projects) and pills (interface frames for people, agents, tasks and resources).

Source: assets.asana.biz/asset/a4bdc79a-88a2-463f-8243-38fe90b79c88/Asana-Brand-Guidelines-FY27.pdf assets.asana.biz/asset/a4bdc79a-88a2-463f-8243-38fe90b79c88/Asana-Brand-Guidelines-FY27.pdf assets.asana.biz/asset/a4bdc79a-88a2-463f-8243-38fe90b79c88/Asana-Brand-Guidelines-FY27.pdf

Iconography

48px problem-icon

18px integration

64px product-tile

Giving each agent a face makes "human-agent teams" literal: agents sit beside human avatars as teammates.

Workling product icons© Asana. Shown for study, not for reuse. From assets.asana.biz.

Workling expressive icons© Asana. Shown for study, not for reuse. From assets.asana.biz.

Full spec

Product style in product and graphic elements
Expressive style for marketing, mainly over photography
Colored backgrounds from the palette

AI Teammates appear as Worklings, blob characters with two simple eyes. Product icons: white shape, bold black line, colored circular background, built for recognition at any size. Expressive icons: dimensional, softly lit versions for marketing, mainly over photography.

Not published: icon grid, stroke weight or sizes.

Source: assets.asana.biz/asset/a4bdc79a-88a2-463f-8243-38fe90b79c88/Asana-Brand-Guidelines-FY27.pdf assets.asana.biz/asset/a4bdc79a-88a2-463f-8243-38fe90b79c88/Asana-Brand-Guidelines-FY27.pdf assets.asana.biz/asset/a4bdc79a-88a2-463f-8243-38fe90b79c88/Asana-Brand-Guidelines-FY27.pdf

Photography

The fisheye bend says systems support people rather than overpower them, the same idea as the tagline.

Art direction: Human at the Center© Asana. Shown for study, not for reuse. From assets.asana.biz.

Avatar cropping, correct and incorrect© Asana. Shown for study, not for reuse. From assets.asana.biz.

Full spec

Fisheye lens, subject centred
Subjects close, active, interacting with the camera or in motion
Bright, high-contrast lighting
Avatars: circular crop centred on the face

Don’t crop avatars so the face is small or off-centre in the circle

Art direction "Human at the Center": people at the core of every frame, shot with a fisheye lens so the environment bends around them, close, active, often engaging the camera, in bright high-contrast light. Avatars are cropped to a circle around the face.

Source: assets.asana.biz/asset/a4bdc79a-88a2-463f-8243-38fe90b79c88/Asana-Brand-Guidelines-FY27.pdf assets.asana.biz/asset/a4bdc79a-88a2-463f-8243-38fe90b79c88/Asana-Brand-Guidelines-FY27.pdf assets.asana.biz/asset/a4bdc79a-88a2-463f-8243-38fe90b79c88/Asana-Brand-Guidelines-FY27.pdf assets.asana.biz/asset/a4bdc79a-88a2-463f-8243-38fe90b79c88/Asana-Brand-Guidelines-FY27.pdf assets.asana.biz/asset/a4bdc79a-88a2-463f-8243-38fe90b79c88/Asana-Brand-Guidelines-FY27.pdf

Motion

image-reveal · 500ms
Accordion media panel entrance (0.25s delay, slight overshoot)

Not published in the guide.

Full spec

Not published in the guide. On asana.com the hero workflow animates on a canvas, accordion images enter with a short overshoot (0.5s cubic-bezier(0, 1.08, 0.77, 1.01)), and buttons fade their fill in 0.15-0.3s.

Media reveal: 0.5s cubic-bezier(0, 1.08, 0.77, 1.01), 0.25s delay
Button hover: background fade 0.3s (0.15s on form buttons)

Not published: motion principles, durations or easing.

Source: asana.com

Interface & layout

The page, band by band

Navigation

Hero

The OS for human-agent teams

Primary action

Logo band

AI accordion

AI that works the way your team works

AI Teammates

Products

Customer quote

By building scalable workflows and leveraging AI with intention

Get started easily

Problem columns

Why projects slip when work is scattered

Closing CTA

The only platform that can support your company at any scale

Footer

Buttons

Primary action

Primary: 50px tall · 32px sides · 100px corners · 16px, weight 500 · #0D0D0D fill, #FFFFFF text

Secondary action

Secondary: 58px tall · 32px sides · 100px corners · 1px #6E6E6E ring · 16px, weight 500 · #FAFAFA fill, #0D0D0D text

Full spec

The guide shows applications, not a grid: big Light headline centred or top-left, a workflow of pills around it on a faded dot grid, asana.com in a corner. The homepage is white with rounded inset black and off-white panels, a 1288px content column and two 628px columns.

Measured from asana.com's computed styles and geometry of the live homepage (the "The OS for human-agent teams" A/B variant) at 1440 and 390, headless Chromium, 2026-10-31.

Spacing

Measure	Desktop	Phone
Page margin	76px	24px
Section padding	120px	48px
Hero text width	max 873px, centered	full width
Card gap	22px	22px
Navigation	68px	68px

Type, at size

Hero H1

TWK Lausanne · 102px (phone 48) · line 0.9 · tracking -2.55px · weight 400

Section H2

TWK Lausanne · 54px (phone 30) · line 1 · tracking -1.08px · weight 400

Quote

TWK Lausanne · 36px (phone 20) · line 1.3 · tracking -0.36px · weight 400

Subhead (logo stat, link-card and problem titles)

TWK Lausanne · 30px (phone 20) · line 1.2 · weight 500

Hero lead

TWK Lausanne · 26px (phone 18) · line 1.3 · tracking 0.52px · weight 350

Card and accordion title

TWK Lausanne · 24px (phone 18) · line 1.2 · weight 500

Body large

TWK Lausanne · 20px (phone 15) · line 1.5 · tracking 0.4px · weight 350

Body

TWK Lausanne · 16px (phone 14) · line 1.5 · tracking 0.32px · weight 350

Small / legal / meta

TWK Lausanne · 13px (phone 12) · line 1.5 · tracking 0.26px · weight 350

Eyebrow (uppercase)

TWK Lausanne · 16px (phone 11) · line 1.5 · tracking 0.64px · weight 500

Skill chip (uppercase)

TWK Lausanne · 11px · line 1.5 · tracking 0.44px · weight 500

Button

TWK Lausanne · 16px (phone 14) · line 1.5 · weight 500

Nav link

TWK Lausanne · 14px (phone 16) · line 1.5 · weight 500

Footer heading

TWK Lausanne · 14px · line 1.75 · weight 500

Footer link

TWK Lausanne · 16px · line 1.5 · weight 400

Cards

LabelCard title, one line

One or two sentences on what this does for the reader.

LabelCard title, one line

One or two sentences on what this does for the reader.

Card: white, 1px #E7E7E7 border, 8px corners (Teammate cards); link cards use 10px on #FAFAFA panels; media 16px; panels 20px.

Corner radius: 16px
Border: 1px
Motion: quiet: 0.15-0.3s color fades on buttons, a 0.5s overshoot reveal for media; the hero workflow animates
Buttons: pill

Page anatomy

How Asana’s own landing pages are built, observed on asana.com, 2026-10-31. The full measurements are in spec.md.

Navigation: White sticky bar, 68px: Asana logo left, four text menus, then globe, Log in, an outlined Contact sales pill and a black Get started pill at right. No bottom border.
Hero: White hero, 823px tall under the nav: a full-width canvas of workflow lines, pills and avatars frames a centred two-line 102px Light headline with one gradient phrase, a grey lead, two outline sign-up pills (Google, Microsoft), an "or" divider, an email field with a black Continue pill, and a legal line.
Customer logo band: A two-line stat at left and five customer logos in a row at right.
AI that works the way your team works: Section H2, then a dark product image left and a four-item accordion right.
AI Teammates carousel: Eyebrow, H2, lead and an outline Learn more pill; then a row of white Teammate cards running off the right edge, with two round arrows above.
Products (dark tabbed carousel): A dark rounded band: white H2, a row of five product pills (first active in pink), and a centred grey product card with neighbours peeking either side.
Customer quote: A workflow-line divider image, then a rounded photo left and a logo, quote and attribution right.
Get started easily: A rounded off-white panel: H2 and lead at left, three white link cards with black round arrow buttons at right.
Why projects slip when work is scattered: Second workflow-line divider, then a centred H2 over three problem columns with line icons.
Closing CTA band: A dark rounded panel: white H2 left, white Get started pill right, the stat footnote and a rule underneath.
Footer: Black footer: coral logomark at left, five link columns, then a bottom row with copyright, language, five white social discs, Terms & Privacy and the two app-store badges.

Source: assets.asana.biz/asset/a4bdc79a-88a2-463f-8243-38fe90b79c88/Asana-Brand-Guidelines-FY27.pdf assets.asana.biz/asset/a4bdc79a-88a2-463f-8243-38fe90b79c88/Asana-Brand-Guidelines-FY27.pdf assets.asana.biz/asset/a4bdc79a-88a2-463f-8243-38fe90b79c88/Asana-Brand-Guidelines-FY27.pdf assets.asana.biz/asset/a4bdc79a-88a2-463f-8243-38fe90b79c88/Asana-Brand-Guidelines-FY27.pdf asana.com

In use

The OS for human-agent teams (FY27 identity) · 2026

The layout is the product promise: the workflow drawn around the headline shows people and agents working together before any copy is read. Our reading

Full spec

How our engine applies Asana's system to each format. This is our recipe built from their rules, not something Asana publishes.

The OS for human-agent teams (FY27 identity). The 2026 Brand Identity Guidelines show the identity applied to out-of-home: a giant billboard and a digital billboard carrying "The OS for human-agent teams", a poster with "Where humans + agents workflow together", and a street-level board with "Work has a new flow." The homepage tests the same line as its H1. assets.asana.biz/asset/a4bdc79a-88a2-463f-8243-38fe90b79c88/Asana-Brand-Guidelines-FY27.pdf

Format	What they did	Source
billboard	White board, logo top centre, centred two-line headline with a gradient phrase, workflow pills around it, lead line under it.	assets.asana.biz/asset/a4bdc79a-88a2-463f-8243-38fe90b79c88/Asana-Brand-Guidelines-FY27.pdf
poster	Portrait: logo top left, asana.com top right, three-line left-aligned headline with a gradient word, workflow of Workling and avatar pills down the right.	assets.asana.biz/asset/a4bdc79a-88a2-463f-8243-38fe90b79c88/Asana-Brand-Guidelines-FY27.pdf
street-level billboard	Fisheye photo of a person with task pills and the line "Work has a new flow."	assets.asana.biz/asset/a4bdc79a-88a2-463f-8243-38fe90b79c88/Asana-Brand-Guidelines-FY27.pdf
digital billboard	Landscape screen: centred "The OS for human agent teams" with avatar and Workling pills inside the line, workflow around it.	assets.asana.biz/asset/a4bdc79a-88a2-463f-8243-38fe90b79c88/Asana-Brand-Guidelines-FY27.pdf
web page	asana.com homepage: white page, centred 102px Light headline with a gradient phrase over a workflow canvas, black pill buttons, rounded dark panels.	asana.com

Our setting for each format

Format	Must appear	What varies
Landing page	Build it the way asana.com is built (kit.spec.page): white page, sticky white 68px nav with pill buttons, centred Light hero headline (stand-in Figtree 400) with one coral-to-pink gradient phrase over the workflow canvas, black pill CTAs, 1288px content, rounded inset #0D0D0D and #FAFAFA panels (radius 20px), black footer with the coral logomark	which sections and how many cards; the guide's Light Fuchsia #FFC9FF secondary CTA in place of the outline pill
Deck	White or black slides, large Light headlines, one gradient phrase per title, pill labels, logo bottom or top corner	a workflow diagram on a faded dot grid for process slides
Billboard / poster	Headline with a gradient phrase, Worklings and avatar pills on a workflow, faded dot grid, asana.com	photo (fisheye) or white ground
Social post	One headline with a gradient phrase or a fisheye photo with an expressive Workling	pills and a short workflow
Email	White ground, black type, black pill CTA, coral logo	one gradient word in the hero line
Product UI	Product-style Worklings, black and white surfaces, Light Fuchsia active states	palette colors for project and agent tags

Ads

Client managementMeta · Nov 2026 – now

Asana ad: Run critical workflows with humans and agents on one…

Run critical workflows with humans and agents on one…Google · Jun 2026 – now

Asana ad: Asana organizes work so teams know what to do, why it…

Asana organizes work so teams know what to do, why it…Google · Mar 2025 – now

WISLondonLinkedIn · Apr – May 2026

All 8Asana ad campaigns →

Campaign walk: Client clarity. Agency momentum.ad → landing page → Free sign-up

Rules

Do

Symbol always coral
Content modules on white or black
One gradient phrase per headline
Workflows never loop
Worklings: product or expressive style, one per composition
Asana is an adjective

Don’t

recolor, distort or rebuild the logo
use secondary colors as logo backgrounds
imitate Asana's look as your own brand (trademark guidelines)

Source: assets.asana.biz/asset/a4bdc79a-88a2-463f-8243-38fe90b79c88/Asana-Brand-Guidelines-FY27.pdf assets.asana.biz/asset/a4bdc79a-88a2-463f-8243-38fe90b79c88/Asana-Brand-Guidelines-FY27.pdf asana.com/brand

Steal this kit

Your name and logo, Asana’s system.

Comes with you

Color roles and how much of each
Type pairing, with open fonts
Voice rules the writing check enforces
Icon, photo, illustration and motion recipes
The strategy frame, to fill with yours

Stays yours

Your name and logo
Your proof: numbers, customers, quotes
Your purpose and claims. Theirs aren’t yours to make

Use this kit for my brand Use this brand in Claude

Hand it to a developer

spec.mdEvery value and rule
tokens.cssCSS variables
tokens.jsonDesign tokens (DTCG)
kit.jsonWhat our engines read

Your brand next

Get your brand audit Put your brand in Claude What goes in a brand book

What Asana doesn’t publish

Voice and tone guidelines: not published in the FY27 guide.
Logo minimum size: not published.
Color proportions or contrast standard: not published.
Layout grid, margins and spacing scale: not published (homepage measurements are observed).
Motion principles, durations and easing: not published (homepage values are observed).
Icon grid and stroke weights for Worklings: not published.
The table of contents lists a "Website" application page (45) that the 44-page PDF does not include.
The PDF shows the logomark as a standalone variation (p.4), while the web brand page says not to use the symbol by itself; both are kept, each scoped to its source.
The site renders black as #0D0D0D and the hero gradient as #FF453E to #F481F4, not the published #0B0505 and #FF584A to #FD3FFD.

Each value is marked published, observed, our reading or our recipe, with its source. Checked 2026-10-31. Not affiliated with Asana.