People and agents together
Humans and AI agents work in the same place, coordinated by Slackbot. Our reading
The system
Fixed, everywhere
- The octothorpe and its four colors
- Aubergine as the lead color
- Black or white text only
- Sentence case
- Real product UI
The one thing that varies
From plain (white page, aubergine band, product UI) to expressive (brand-shape patterns, secondary colors, illustration, animated emoji), chosen by how much delight the moment allows.
Source: web.archive.org/web/20240524235353/https://brand.slackhq.com/brand-shapesweb.archive.org/web/20240223230547/https://brand.slackhq.com/colorweb.archive.org/web/20240415160102/https://brand.slackhq.com/emoji
Color, in proportion
Slack publishes no color ratio. Not published; the brand center says lead with aubergine for big moments and avoid adding many extra colors..
Tone by the reader's state
- Homepage, landing pages and UI copy
- Release notes, social and emoji moments
One voice. The brand center publishes the voice; the homepage shows it in a product-led setting. Levels are our reading.
How loud each format gets
Silent
QuietProposal pageEmail
CalmLanding pageDeck
WarmAd
LoudSocial post
Loudest
Our engine's setting, built from their rules.
Every piece passes 3 checks
Logo hidden
Cover the logo. It should still read as Slack: aubergine somewhere, rounded pill or bubble geometry, real Slack UI, sentence-case copy that sounds like a helpful coworker.
Swap test
Put Teams' or Google's logo on it. If the aubergine, the octothorpe shapes and the product UI don't feel borrowed, it's generic.
Style sheet
No ampersands, no Oxford commas, caps only on buttons and eyebrows, no secondary color used as text.
Strategy
Slack is the productivity platform that empowers everyone with no-code automation, seamless search and knowledge sharing, and connected teams (paraphrase of the short boilerplate). Published
Channels
Work is organized in open, searchable channels instead of inboxes. Our reading
Anyone can automate
No-code workflows by click or by code. Our reading
Proven returns
Measured ROI and productivity gains. Our reading
All your people and AI agents working together
Slack connects your team. Slackbot multiplies what they can do.
Reimagine what’s possible with AI and agents
What’s new in Slack
Full spec
- For Observed
- Teams and companies of every size; the homepage names SMB, mid-market and enterprise G2 awards and leads with enterprise logos (GM, OpenAI, Target, Paramount, Stripe, IBM).
- Problem Published
- Work and AI agents are scattered across tools and inboxes; agents sprawl in silos without shared context (paraphrase).
- Promise Observed
- People and AI agents working together in one place, with Slackbot coordinating work across connected apps (paraphrase of the 2026 homepage hero).
- Mission Published
- Make people's working lives simpler, more pleasant and more productive.
Proof behind each pillar
- People and agents together. More than 300% growth in new custom agents built on Slack since January 2026.
- People and agents together. 2,600 pre-configured apps and agents on the Slack platform.
- Channels. 1B+ messages sent daily (FY26 earnings remarks).
- Channels. 4M Slack Connect users working with external teams each week (FY25 internal data).
- Anyone can automate. 3M daily workflows; 1.7M apps actively used each week (FY25 internal data).
- Proven returns. 94% of users seeing positive ROI; 312% ROI over three years; $51M in collaboration gains (footnoted to Salesforce internal data and a 2026 Forrester TEI study).
- Proven returns. A leader in over 290 G2 market reports (G2 Fall 2026).
Story Published
Slack launched in 2013 with an 11-color octothorpe logo. On January 16, 2019 it launched a simpler four-color octothorpe built with Michael Bierut and Pentagram, whose speech-bubble and pill shapes became the brand shapes. Slack became a Salesforce company; its logo now carries 'from Salesforce' and its site uses Salesforce typefaces.
Values
EmpathyPublished
PlayfulnessPublished
CourtesyPublished
SolidarityPublished
CraftsmanshipPublished
ThrivingPublished
Category. AI work platform: page title reads 'AI Work Platform & Productivity Tools'. Observed
Why them
- Channels: flexible, transparent spaces for people and agents. Observed
- Slackbot as one conversational interface for an agent ecosystem; 2,600 pre-configured apps and agents. Published
- Deep integration with Salesforce Customer 360. Published
Instead of
Email and Microsoft Teams: 'Bring conversations out of the inbox' and a Slack-vs-Teams promo card on the homepage.
Boilerplate Published
Slack is on a mission to make people's working lives simpler, more pleasant and more productive. It is the productivity platform for customer companies, with no-code automation, seamless search and knowledge sharing, and connected teams; as part of Salesforce it is integrated into Customer 360 (paraphrase of the long boilerplate).
Taglines
All your people and AI agents working together Observed
Where Work Happens Published
Where the future works Published
Slack is your digital HQ Published
They never claim
- Quote stats only with the homepage's footnoted sources; never round or restate them. Observed
- Don't introduce functions, features or behaviors in UI screens that don't exist. Published
- Slack is an adjective (Slack messages) or a noun for the app or company; never a verb, plural or possessive. Published
More real lines
Meet Slackbot: AI for the whole team
One search to rule them all.
It all starts with a channel.
When talking is easier than typing…
Bring conversations out of the inbox.
Anyone can automate in Slack.
From Atlassian to Zoom.
The most innovative companies run their business in Slack
Slack reimagines work for Anthropic at the speed of AI
We’re in the business of growing businesses
Millions of people love working in Slack
Your Slack deep dive starts here
See all you can accomplish in Slack
The brand center states a mission (simpler, more pleasant, more productive working lives) and two boilerplates. The 2026 homepage has moved the story to people and AI agents working together, with Slackbot as the coordinator, and backs it with a footnoted stats band.
Source: web.archive.org/web/20240406034403/https://brand.slackhq.com/about-slackslack.com
Personality and voice
ClearClarity is a courtesy: respect readers' time and intelligence (paraphrase).Published
ConciseEvery word has a purpose.Published
HumanCharacterful, warm, conversational; character never overwhelms content (paraphrase).Published
Playfulbut not sillyPublished
Empatheticbut not jargonyPublished
Craftedbut not carelessPublished
Bring conversations out of the inbox
This Is Not How We Do Headlines at Slack.
Send a Slack message
Just Slack me
Clarity is framed as courtesy: respecting the reader's time is the brand.
Full spec
- Sentence case headlines
- All caps only for buttons, eyebrows and jump links; never all lowercase
- No periods in headlines, eyebrows, links or buttons (the 2026 homepage breaks this on feature-tab headlines; a landing page may follow the homepage)
- No Oxford comma unless critical for clarity. Applies to copy you WRITE. Quotes and printed page lines keep their Oxford commas exactly (the Anthropic quote, the channels copy, the carousel sublines)
- Don't use & or + in place of 'and'. Applies to copy you WRITE. Text the page already prints is reproduced exactly as printed, & included ("Slack CRM: Generate meeting insights & Salesforce tasks", footer "Apps & Integrations", "Auto & Energy", "Health & Life Sciences", "employee Q&A")
- No spaces around em dashes; en dashes for ranges (9:30 a.m.–1 p.m.)
- Times as 9 a.m., 12:30 p.m. in running copy; 8 AM PDT in display copy; drop :00
- Go light on exclamation points
- Emoji add meaning or delight; never replace words
- Slack is an adjective or the app's name: never a verb, plural or possessive; no 'Slackers'
- Always lowercase slack.com; avoid starting a sentence with it
- American spelling
- No exclusionary, ableist or misgendering language; no slang or niche pop-culture references
- Copy principles: Don't make me think; Be approachable; Make it memorable; Respect our readers; Be compelling
ClearConciseHuman
The guide's voice is a friendly, intelligent coworker: clear, concise, human. It publishes five copy principles and a strict style sheet: sentence case, no Oxford comma, no ampersands, no headline periods, caps only for buttons and eyebrows. The homepage is shorter and more product-led, and ends many feature headlines with a period.
- Sentence case for headlines, subheads, body and links
- Caps for buttons, eyebrows and jump links only
- Character never overwhelms content
- Delight when the moment is right; witty, not silly
- Emoji are frosting, never food
- Brand center voice (2024): like a friendly, intelligent coworker; character never overwhelms content; delight when the moment is right.
- Homepage voice (slack.com, 2026-10-29): short product claims about people and AI agents, many ending in a period ('It all starts with a channel.'), uppercase button labels, a stats band with footnotes.
- A landing page follows the homepage voice: a sentence-case claim of 4 to 8 words, one plain subline, two buttons (Get started, Find your plan).
- Slack Design's content team adds trust as the bar for AI copy: set expectations, never mislead.
- Two voices, scoped: the brand-center guide voice (no periods in headlines) governs campaigns and ads; the homepage voice (observed 2026-10-29) governs landing pages: section heads without periods, feature-item titles that often end in a period ("It all starts with a channel."), CAPS buttons. A landing page follows the homepage.
Their words
Slack messagesSlack collaboration softwareintegrated with SlackSlack Platform Partner
Never
SlackingSlackersSlack's (possessive)Slacks (plural)I ❤️ Slackbot (emoji for words)DHQ IRL (abbreviations)
Source: web.archive.org/web/20240223225820/https://brand.slackhq.com/writingweb.archive.org/web/20240524223821/https://brand.slackhq.com/brand-values
- Don’t Title case or periods in brand-center headlines
- Don’t Emoji in place of words
- Don’t Abbreviations like DHQ IRL
- Don’t Slack as a verb, plural or possessive
| Voice | Clear, concise, human |
|---|---|
| Copy principles | Don't make me think; Be approachable; Make it memorable; Respect our readers; Be compelling |
| Style | AP, Merriam-Webster |
| Homepage scope | slack.com 2026-10-29: product claims, CAPS buttons, footnoted stats |
Source: web.archive.org/web/20240223225820/https://brand.slackhq.com/writingweb.archive.org/web/20240524223821/https://brand.slackhq.com/brand-valuesweb.archive.org/web/20240415160102/https://brand.slackhq.com/emojislack.comslack.design/articles/slack-content-design-in-the-age-of-ai
Logo
Logos shown from Slack's own site and archived brand center for reference. Slack is a trademark of Slack Technologies, LLC, a Salesforce company. Not affiliated, and not for download.
Full-color logo on aubergine
Full-color logo on Slack yellow
Pentagram rebuilt the 2013 eleven-color mark on a grid so it reproduces cleanly at any size.
Full spec
- Clear space: the logo mark's width on each side (brand center); never less than one pill length (brand terms)
- Small logo: 50-90px wide; small mark: 15-20px wide
- Full-color logo on white, black or aubergine only; never on core-color grounds or low-contrast photos
- Stacked logo only where the horizontal won't fit
- Paired Slack + Salesforce lockup for co-presenting; Salesforce-first when Salesforce or a third party leads
- Partner lockups: Slack left or top, a vertical rule between, equal visual size
- No ads, apparel or merchandise without approval
- Don’t Alter, crop, skew, outline, distort or recreate
- Don’t Show the Slack name without the mark
- Don’t Recolor or shuffle the octothorpe colors
- Don’t Rotate the mark
- Don’t Add effects, shadows or animation (outside approved animations)
- Don’t Change transparency
| Clear space | mark width each side; minimum one pill |
|---|---|
| Small logo | 50-90px wide |
| Small mark | 15-20px wide |
| Wordmark face | Hellix Bold |
| Lockup entity names | Hellix Regular |
| Backgrounds | white, black, aubergine |
The logo is the four-color octothorpe, the slack name (set in Hellix Bold) and 'from Salesforce' with the cloud. Clear space is published two ways: the logo mark's width on each side (brand center) and at least one pill of the octothorpe (brand terms). A small horizontal logo exists for 50-90px widths; the small mark for 15-20px. slack.com's nav mark SVG now draws the octothorpe in brighter colors than the guide's four.
Source: web.archive.org/web/20240417082758/https://brand.slackhq.com/logoweb.archive.org/web/20240223223946/https://brand.slackhq.com/brand-architectureslack.com/terms-of-service/slack-brandslack.com/media-kit
Color
Where work happens
Where work happens
Aubergine is the most recognizable Slack color; fixed text pairings keep every combination accessible.
Full spec
- Lead with aubergine for big brand moments; horchata for warmth
- Text only black or white, as paired in the guide
- Tonal pairings 1-2 steps apart on the extended scale
- A few extra colors, not many
- Don’t Secondary colors as text
- Don’t Overly muted combinations
- Don’t Gradients made from brand colors
- Don’t Low-contrast text pairings
- Don’t Pairings 2+ steps apart for background shapes
| Aubergine | #4A154B, PMS 2623 C, white text |
|---|---|
| Horchata | #F4EDE4, PMS 7604 C at 80%, black text |
| Black | #1D1C1D |
| Logo colors | #36C5F0, #2EB67D, #ECB22E, #E01E5A |
Eight core colors: aubergine and horchata lead, the four logo colors are go-to accents, black and white are text. An extended tonal scale runs light to dark for each core hue; pairings sit 1-2 steps apart. Fourteen secondary colors serve photography and illustration and never carry text. Every swatch publishes HEX, RGB, CMYK and PMS plus its approved text color. slack.com uses its own purples (#481A54, #730394, #9602C7) and #181818 text.
Not published: Extended core scale hex values (shown only as an image); A color ratio; Grays for UI or muted text.
Source: web.archive.org/web/20240223230547/https://brand.slackhq.com/colorslack.com
Typography
All your people and AI agents working together
All your people and AI agents working together
all your people and ai agents
Typeface alignment with Salesforce lets slides and pages move between the two brands.
Full spec
| Their face | Use | License | Open stand-in |
|---|---|---|---|
| Salesforce Avant Garde | slack.com headlines and buttons; slide titles ('Avant Garde Demi SFD') | Proprietary to Salesforce (not an open font) | Poppins 600 Rendered-line calibration on slack.com (2026-10-30): Poppins 600 at -0.035em (stat digits -0.012em) is within 0.0-3.0% of the real width, 0.5-2.2% of its ink and 0.2% of its x-height on 64, 50 and 24px lines, and it shares the real face's circular bowls and single-storey 'a' and 'g' (Inter matched width but not the letter shapes) |
| Salesforce Sans | slack.com body, labels, the 'from Salesforce' line | Proprietary to Salesforce | Open Sans 400 / 650 (bold) / 600 / 300 Within 0.1% of the real 18px body line width and 0.5% of its ink; bold labels at Open Sans 650 within 0.7-2.6% width. Humanist forms like the real face |
| Larsseit | Brand center headlines and pull quotes (Thin Italic) | Commercial, not open | |
| Slack Circular | Brand center body, eyebrows, attributions; Cyrillic Circular for Russian | Custom cut of Circular, not open | |
| Hellix | The slack name in the logo (Bold); lockup entity names (Regular) | Commercial | |
| Lato | Product and UI screens, reacji counts | Open (SIL OFL) | |
| Inter / Helvetica Neue / Tazugane / Noto Sans | Google Slides / email / Japanese / Korean and Chinese | Mixed |
- Sentence case; never all lowercase
- All caps for eyebrows and buttons only
- Optical kerning for print and embedded collateral
- Localize: Japanese 15% smaller, Russian about 10%, Romance and German 10%
- Inter for Google Slides, Helvetica Neue for email
- Don’t Effects on type
- Don’t Low-contrast text
- Don’t Avant Garde for body copy
- Don’t Salesforce Sans for slide titles
| Display (site) | Salesforce Avant Garde 700, 64/68 hero |
|---|---|
| Body (site) | Salesforce Sans 400, 18/28 |
| Headline (2024 guide) | Larsseit Bold |
| Body (2024 guide) | Slack Circular |
| Product UI | Lato |
| Japanese | Tazugane; Noto Sans in UI |
The 2024 brand center set headlines in Larsseit Bold (H1 36/41, H2 24/30, H3 18/22.5, H4 12/15, 125% leading) and body in Slack Circular (10/14, 140%); Larsseit Thin Italic for pull quotes; Lato for product UI. The 2024 presentations page moved slides to Salesforce's Avant Garde Demi and Salesforce Sans, and slack.com now renders Salesforce-Avant-Garde and Salesforce-Sans throughout.
Source: web.archive.org/web/20240415160055/https://brand.slackhq.com/typographyweb.archive.org/web/20240617065201/https://brand.slackhq.com/presentationsslack.com
Iconography
Icons explain; emoji and illustration add personality, so icons stay plain.
Full spec
- Black or white only
- High-contrast ground from core or secondary palette
- Always with copy
- Use the library
- Don’t Recolor icons
- Don’t Icons outside the approved sets
- Don’t Disproportionate scaling that changes stroke weight
- Don’t Icons as decoration
Two libraries, brand and product, in black or white only, placed on core or secondary grounds, inside brand shapes or circles. Always paired with copy. 'Icons are nuts and bolts; emoji are bells and whistles.'
Source: web.archive.org/web/20240415164202/https://brand.slackhq.com/icons
Illustration
Restricting illustration to a purpose keeps it from becoming wallpaper.
Full spec
- Isometric construction
- Shadows set in black, no larger than 10% of the object
- Core and secondary palettes with tints and shades
- Multiple skin tones when several people appear
- Logo may take the illustration's perspective, nothing more
- Don’t Strokes or outlines
- Don’t Transparency or overlays
- Don’t Gradients on objects or backgrounds
- Don’t Patterns or textures
- Don’t Text inside illustrations
- Don’t Exaggerated, cartoonish anatomy
Bold, dimensional, elevated and unexpected: isometric objects shaded with tints, shades and black shadows; people of many skin tones with vibrant hair and clothes. Illustrations must serve education, acknowledgement, clarity or humanity, never decoration; the library is gated for that reason.
Source: web.archive.org/web/20240415161304/https://brand.slackhq.com/illustration
Photography
Simple, well-lit pictures read the same at a glance as the copy.
Full spec
- Personas on secondary-palette grounds, confident and diverse
- Still life: simple ground, clear focal point, everything in focus, sharp shadows
- Lifestyle: about people, not product; collaboration and calm; natural light
- Don’t Busy frames or cropped subjects
- Don’t Low contrast
- Don’t Washed-out light or lens flares
- Don’t Fuzzy shadows
- Don’t Moody or unnatural filters
- Don’t Staged, unengaged people
Three styles: personas on secondary-color grounds, simple still life with sharp shadows, and calm lifestyle scenes in natural light. The aim is relatable, aspirational and delightful; clear, concise and human like the voice.
Source: web.archive.org/web/20240223225521/https://brand.slackhq.com/photography
Motion
Motion directs attention; 'playful, not silly' keeps it professional.
Full spec
- Animate the logo only with the provided looping or non-looping versions
- Smears, not motion blur, in 2D
- Give viewers time to read text twice aloud
- 3D: rounded, stylized, 135-300mm focal length
- Don’t Flashy wipes
- Don’t Character-by-character text
- Don’t Motion blur in 2D
- Don’t Animating characters without experience
Engaging, purposeful, clear, delightful. Staging, overshoot, follow-through and anticipation; easing used when needed, with no strict values. Brand shapes animate as accents, transitions and fills. Titles slide up from a mask; phrases word by word; never letter by letter. Hard or match cuts only.
Source: web.archive.org/web/20240223222418/https://brand.slackhq.com/motion
Interface & layout
The page, band by band
Nav
Hero Primary action
Dark AI band
What's new in Slack
Section-jump tabs
Feature carousel: Give everyone instant context
Feature carousel: Let your people connect like people
Feature carousel: Manage all your work from one place
Feature carousel: Secure. Scaleable. Silo-free.
Customer stories
Stats band
Millions of people love working in Slack
Your Slack deep dive starts here
CTA band
Buttons
Signature moves
Do Two shapes from the logo: the pill (stretchable) and the chat bubble (scale proportionally only); the circle only when both are present or as a mask. Built on a grid, rotated only in 90-degree steps, solid by default, stroke sparingly. Images anchor to the bottom of a shape and may break out of its top or side. Monochrome patterns use a tint 1-2 steps from the ground..
Shapes cut from the octothorpe · containers behind photos and illustrations, patterns, backgrounds, motion fills
Do Aubergine (#4A154B published; #481A54 on slack.com) carries the big brand moments with white text; horchata adds warmth. The aubergine product sidebar should feature in most UI screens..
Aubergine for the big moment · dark bands, hero banners, the product sidebar in UI screens
Do Accurate Slack UI at one of three fidelities (high, simplified, abstracted), with Lato, licensed JoyPixels emoji and approved personas. On slack.com the hero is an 800x548 product video with 8px corners; feature tabs pair a 24px purple headline with a product video..
The product is the hero image · hero and feature bands
Specimens use sample copy, not Slack’s.
Full spec
slack.com at 1440: a 1230px content column (105px margins), a centered hero with a 64px headline, two buttons and an 800px product video; then an aubergine feature band, a three-up news row, three tabbed feature sections with product video, a customer row, an aubergine stats band, G2 badges, a four-up resource row and an aubergine sign-up band before the footer. Phones run 16px margins. The brand center publishes no grid; brand shapes sit on a grid by default.
Measured from slack.com's Playwright at 1440x900 and 390x844 with a desktop Chrome UA on 2026-10-29, the OneTrust banner hidden and the reference variant forced (body class s-cta-refresh removed; see the hero CTA note); computed styles plus pixel samples of the reference screenshots.
Spacing
| Measure | Desktop | Phone |
|---|---|---|
| Page margin | 105px | 16px |
| Section padding | 96px | 36px |
| Hero text width | max 923px, centered | full width |
| Card gap | 48px | 48px |
| Navigation | 80px | 80px |
Type, at size
Hero headline (h1)
Salesforce Avant Garde · 64px (phone 32) · line 1.0625 · tracking -2.24px · weight 600
Section headline (h2, big)
Salesforce Avant Garde · 50px (phone 28) · line 1.12 · tracking -1.75px · weight 600
Section headline (h2, small)
Salesforce Avant Garde · 32px (phone 28) · line 1.25 · tracking -1.12px · weight 600
Card and item title
Salesforce Avant Garde · 24px (phone 22.4) · line 1.25 · tracking -0.84px · weight 600
Hero tab pill
Salesforce Avant Garde · 22px (phone 18) · line 1.27 · tracking -0.77px · weight 600
Big stat number
Salesforce Avant Garde · 80px · line 1.05 · tracking -0.96px · weight 600
Proof stat number
Salesforce Avant Garde · 64px (phone 48) · line 1 · tracking -0.768px · weight 600
Body large
Salesforce Sans · 18px · line 1.555 · weight 400
Body
Salesforce Sans · 16px · line 1.5 · weight 400
Bold label
Salesforce Sans · 16px · line 1.375 · tracking 0.2px · weight 650
Button (CAPS)
Salesforce Sans · 14px · line 1.29 · tracking 0.798px · weight 650
Nav link
Salesforce Sans · 15px · line 1.55 · weight 650
Badge
Salesforce Sans · 12px · line 1.33 · weight 650
Caption
Salesforce Sans · 12px · line 1.55 · weight 400
Card meta
Salesforce Sans · 14px · line 1.3 · tracking 0.1px · weight 400
Footer head
Salesforce Sans · 14px · line 1.55 · tracking 0.8px · weight 650
Footer link
Salesforce Sans · 14px · line 1.55 · weight 400
Quote
Salesforce Sans · 18px · line 1.4 · weight 300
Eyebrow (phone only)
Salesforce Sans · 14px · line 1.25 · tracking -0.112px · weight 650
- Motion
- Overshoot, follow-through and anticipation; playful, not silly; no strict easing values published
- Buttons
- observed on slack.com: tall solid purple CTA with uppercase label beside an outlined secondary; the brand center itself sets labels in pills
Page anatomy
How Slack’s own landing pages are built, observed on slack.com, 2026-10-29. The full measurements are in spec.md.
- Navigation
- White 80px bar fixed to the top: color logo left, five text links, then search, Sign in and two rectangular CAPS buttons right
- Hero
- Centered white hero: two-line 64px headline, one subline, two rectangular CAPS buttons, a one-line logo strip, then an 800x548 product video with a pause control and five tab pills; a huge lilac circle rises behind the lower half
- Dark AI band: Reimagine what's possible with AI and agents
- Full-bleed #481A54 band: centered white 50px head and subline, then five outlined feature pills left and a product video right
- What's new in Slack
- White band: 32px head left with a blue link, round prev/next arrows right, and a row of 400px cards that runs off the right edge
- Section-jump tabs
- Desktop-only sticky strip of four gray labels with thin rules
- Feature carousel 1 (Knowledge): Give everyone instant context
- Centered 50px head and subline, then a three-item accordion with a purple open title on the left and a large product screenshot bleeding off the right edge
- Feature carousel 2 (People): Let your people connect like people
- Centered 50px head and subline, then a three-item accordion with a purple open title on the left and a large product screenshot bleeding off the right edge
- Feature carousel 3 (Process): Manage all your work from one place
- Centered 50px head and subline, then a three-item accordion with a purple open title on the left and a large product screenshot bleeding off the right edge
- Feature carousel 4 (Platform): Secure. Scaleable. Silo-free.
- Centered 50px head and subline, then a three-item accordion with a purple open title on the left and a large product screenshot bleeding off the right edge
- Customer stories
- Centered 32px head with a blue link, then a row of four rounded video cards: one wide open card and three narrow dimmed ones; a centered button pair below
- Stats band: We're in the business of growing businesses
- Full-bleed #481A54 band with a centered 32px white head and three huge white stats with two-line labels
- Proof: Millions of people love working in Slack
- Centered 32px head; left half four big black usage stats, right half a G2 claim and six G2 badges, split by a 1px gray rule
- Resources: Your Slack deep dive starts here
- Centered 32px head and four shadowed resource cards, then six footnotes
- CTA band: See all you can accomplish in Slack
- Full-bleed #481A54 band, straight edges, one centered 50px white line and two buttons
- Footer
- White footer: Change Region left and six black social icons right, a hairline, the octothorpe and five link columns, a hairline, then Download Slack with legal links left and the copyright right
Source: slack.comweb.archive.org/web/20240524235353/https://brand.slackhq.com/brand-shapes
In use
Say hello, new logo: the Pentagram identity · 2019
Kept the equity of the hash that starts every channel name while making it reproducible at any size and on any ground. Our reading
Your digital HQ · 2021
Turned a chat app into a place: the HQ metaphor sold Slack as where work lives when offices emptied. Our reading
Agent-first workspace: Slackbot for the agentic enterprise · 2026
Positions the existing channel model as the home for agents instead of a new tool. Our reading
Full spec
How our engine applies Slack's system to each format. This is our recipe built from their rules, not something Slack publishes. Level = how far toward the expressive end (illustration, shapes, many colors).
- Say hello, new logo: the Pentagram identity. Slack replaced its 2013 eleven-color octothorpe (which needed an exact 18-degree rotation and a white ground) with a simpler four-color mark built on a grid, with Michael Bierut and Pentagram and the in-house team. slack.com/blog/news/say-hello-new-logo
- Your digital HQ. Salesforce and Slack positioned Slack as every company's digital HQ, connecting employees, customers and partners, at Dreamforce 2021. The brand center's type sample still reads 'Slack is your digital HQ'. salesforce.com/news/press-releases/2021/09/21/new-salesforce-and-slack-innovations-empower-companies-to-build-their-digital-hq
- Agent-first workspace: Slackbot for the agentic enterprise. Slack framed itself as an agentic work operating system with Slackbot as the single conversational interface to partner agents (Claude, Cursor, Docusign, Linear and others). The homepage hero now reads 'All your people and AI agents working together'. A product launch narrative rather than an ad campaign. slack.com/blog/news/agent-first-workspace-slack
| Format | What they did | Source |
|---|---|---|
| event | Event wall in Slack blue with persona photos in circles, dotted connector lines and channel pills. | web.archive.org/web/20240223230547/https://brand.slackhq.com/color |
| banner ad | Aubergine banner: lockup with 'Where the future works', white headline 'Get more done in a digital HQ', smiling emoji. | web.archive.org/web/20240415160055/https://brand.slackhq.com/typography |
| webinar promo | Horchata ground, logo top left, caps WEBINAR eyebrow, black headline, aubergine CAPS button, clock photo in a yellow pill shape. | web.archive.org/web/20240524235353/https://brand.slackhq.com/brand-shapes |
| presentation | Slack version of the Salesforce corporate template: paired lockup on content slides, Slack from Salesforce on cover and thank-you slides, blue icons. | web.archive.org/web/20240617065201/https://brand.slackhq.com/presentations |
| website | slack.com: centered hero, product video, aubergine bands, stats with footnotes. | slack.com |
| UI screens | High fidelity, simplified and abstracted UI with the aubergine sidebar, for landing pages, social, video and decks. | web.archive.org/web/20240415151455/https://brand.slackhq.com/ui |
Our setting for each format
| Format | Loudness | Must appear | What varies |
|---|---|---|---|
| Landing page | Follows the homepage voice and anatomy (kit.spec.page): fixed white nav with rectangular CAPS buttons; centered sentence-case 64px headline, one 18px subline, GET STARTED (filled #730394) + FIND YOUR PLAN (outlined) at 4px radius; logo strip; real product UI video over a lilac circle; #481A54 bands on white for the AI switcher, stats and closing CTA; feature carousels with a purple open title and an 876x600 screenshot; footnoted stats; the full footer | how many feature carousels (the homepage has four) and which proof block (stats band, G2 badges, customer stories) carries the middle | |
| Deck | Slack template rules: Avant Garde titles, Sans body, 14pt minimum, paired lockup on content slides | illustrations and emoji from the template set | |
| Proposal page | White page, aubergine for the one big moment, product UI over illustration | a horchata band for warmth | |
| Ad | Logo top left, sentence-case headline, one CAPS button, a pill or chat-bubble container | secondary-color ground behind a persona | |
| Social post | Brand shapes on a grid, black or white text only | animated emoji and illustration | |
| Helvetica Neue, aubergine button, plain copy | one illustration with a purpose |
Ads
Small businessMeta · Aug 2026 – now
Wolf & Badger’s new must-haveLinkedIn · Sep – Nov 2026
SlackbotMeta · Aug 2026 – now
Collaborate externallyMeta · Nov 2026 – now- Campaign walk: AI that actually gets your workad → landing page → Contact sales
- Campaign walk: Message anyone, no matter where they workad → landing page → Free sign-up
- Campaign walk: Grow your business in Slackad → landing page → Free sign-up
Rules
Do
- Approval from the brand team for any lockup
- US: ® on the most prominent use plus the trademark line; elsewhere no ®
- Copyright line right-justified at the bottom, never under 7pt
- Disclaimer text at least 15pt and 80% opacity when required
Don’t
- Slack in domains, trademarks or search ads without approval
- Screenshots with identifiable people or third-party content
- Altered screenshots except resizing
- Slack marks on merchandise
Source: slack.com/terms-of-service/slack-brandslack.com/media-kitweb.archive.org/web/20240223223946/https://brand.slackhq.com/brand-architecture
Steal this kit
Your name and logo, Slack’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 Slack doesn’t publish
- brand.slackhq.com is offline (404); the brand center rules here come from 2023-2024 Wayback captures and may predate the site's current Salesforce typefaces and purples
- Extended core palette hex values: not published (image only)
- Color ratio or proportions: not published
- Grays and muted text colors: not published; site values are observed
- slack.com's purples (#481A54, #730394, #9602C7) and the nav mark's brighter octothorpe colors (#E3066A, #00B3FF, #41B658, #FCC003) are not in any published guide; no published note explains the change
- Minimum logo size beyond the small-logo ranges: not published
- Icon grid, stroke and sizes: not published
- Easing values: not published (the guide says it adheres to none)
- Web type scale for Salesforce Avant Garde and Salesforce Sans: not published; only observed
- The 24-point voice and tone spectrum, copy principles deck, editorial style guide, shape toolkit, illustration and photo libraries: behind sign-in, not read
- Brand center data errors: Bubblegum lists RGB 225 182 189 against HEX FFB6BD; illustration skin tones are labelled 'Horchata' and 'Aubergine' and one repeats E69E6C
- Brand center Spacesuit (web) special-use palette: behind sign-in
- No published landing-page or web layout grid
- slack.com A/B-tests its CTA style: sessions with body class s-cta-refresh get rounded mixed-case pill buttons; the reference screenshot (and this book) use the 4px-radius CAPS variant
- The closing CTA band has straight edges; no curved purple band was found on the page (2026-10-29)
- TeX Gyre Adventor (an open Avant Garde clone) is not on fontsource, so it was not calibrated
- CSS breakpoints were not measured; only 390 and 1440
- Stats count up on scroll and end at 94% and 312%, the published claim; a screenshot taken mid-animation shows lower numbers (the reference caught 93% and 310%)
- Nav search, chevron, globe, arrow and play/pause glyphs were not extracted as files; the builder draws them from the sizes in Page anatomy (request the icon set from Slack)
- slack.com's live content changed after the 2026-10-29 capture (new What's new cards, s-cta-refresh variant); the book describes the captured reference
Each value is marked published, observed, our reading or our recipe, with its source. Checked 2026-10-29. Not affiliated with Slack.