Designed for everyone
Great software should work with minimal setup: accessible, fast, secure and easy, simple and predictable at its core (paraphrase). Published
The system
Fixed, everywhere
- The logotype and its W-based proportions
- Mrs Eaves and Dalliance only inside the logotype
- EB Garamond 400 headings with Inter text
- Blueberry #3858E9 for links and primary buttons
- 'WordPress' with a capital P
The one thing that varies
Where a page sits between jazzy/expressive and minimal/clean: the homepage and About page carry strokes and hand marks; download and documentation pages stay functional (published in the 2022 homepage post).
How loud each format gets
Silent
QuietEmail / newsletterBlog post (News)
CalmLanding pageDeck
WarmSocial postEvent / WordCamp page
Loud
Loudest
Our engine's setting, built from their rules.
Every piece passes 6 checks
Capital P
Every 'WordPress' has a capital P.
Logotype faces
No Mrs Eaves or Dalliance outside the logo.
One blue
Links and primary buttons are Blueberry #3858E9; no other blue on WordPress.org pages.
Garamond weight
Headings are EB Garamond 400, never bold.
Logo space
W/2 clear space around the logo, official files only.
Trademark
No WordPress in a product, company or domain name; no trademark in ads.
Strategy
The open source publishing platform of choice for millions of websites, from creators and small businesses to enterprises. Observed
Open source
WordPress is GPL software, built and improved by a worldwide community of contributors (paraphrase). Published
Welcoming and inclusive
Contributors around the globe give their time so anyone has a voice (paraphrase). Published
Design, build, extend
Flexible design tools and blocks, real-time editing, and a plugin library for whatever a site needs (paraphrase). Observed
Meet WordPress
One platform, a universe of possibilities
Build for yourself, not by yourself
Wear the internet you make
Full spec
- For Observed
- Creators, small businesses and enterprises; entrepreneurs, professional developers and first-time bloggers (paraphrase).
- Problem Our reading
- Publishing on the web shouldn't need code or a gatekeeper (our reading of 'democratize publishing' and 'no code needed').
- Promise Observed
- Design, build and extend any site yourself, with a whole community behind you (paraphrase).
- Mission Published
- Democratize publishing
Proof behind each pillar
- Designed for everyone. Licensed GPLv2 or later, giving four freedoms: run, study and change, redistribute, distribute modified copies.
- Designed for everyone. The publishing platform of choice for millions of websites (their wording, no number given).
- Open source. Built on PHP and MariaDB and licensed under the GPLv2.
- Open source. Started in 2003 when Mike Little and Matt Mullenweg forked b2/cafelog.
- Welcoming and inclusive. Regular WordPress events worldwide to learn, connect and grow.
- Design, build, extend. Showcase logo wall: Rolling Stone, TIME, NASA, Microsoft, TechCrunch, Harvard.
Story Published
Mike Little and Matt Mullenweg forked b2/cafelog in 2003 to make an elegant personal publishing system. It grew into the GPL-licensed platform of choice for millions of sites, built by developers, designers, scientists and bloggers, usable out of the box and deeply customizable.
Values
Freedom 0
Run the program for any purpose.
PublishedFreedom 1
Study how it works and change it.
PublishedFreedom 2
Redistribute it.
PublishedFreedom 3
Distribute your modified versions.
PublishedCategory. Open source publishing platform; blog tool, publishing platform and CMS (page title) Observed
Why them
- Open source under the GPL: four freedoms nobody can take away. Published
- Blocks and flexible design tools: customize every detail with no code. Observed
- An extensive plugin and theme library to extend any site. Observed
- A worldwide community and regular events behind the software. Observed
Instead of
Not published: WordPress.org names no competitors.
Boilerplate Observed
WordPress is the open source publishing platform behind millions of websites, from creators and small businesses to enterprises. It began in 2003, is licensed under the GPL, and is built by a worldwide community of contributors.
Taglines
Democratize publishing Published
the freedom to build. the freedom to change. the freedom to share. Published
Meet WordPress Observed
Build for yourself, not by yourself Observed
Wear the internet you make Observed
More real lines
democratize publishing
The mission is 'democratize publishing', backed by the four GPL freedoms. The homepage sells three verbs (Design, Build, Extend), a showcase of famous sites, the community, learning resources and the latest release.
Source: wordpress.org/aboutwordpress.org
Personality and voice
Welcoming and inclusivebut not exclusivePublished
Simple and predictablebut not complicatedPublished
Jazzybut not decorative for its own sakePublished
Openbut not proprietaryPublished
Friendly and reassuringbut not sharpPublished
Plain words for a project used by first-time bloggers and enterprises alike; freedom and community are the recurring ideas because the GPL is the product's foundation.
Full spec
- Say “WordPress”, not “Wordpress” or “wordpress” or “Word Press”
- Sentence case headlines
- American spelling
- Write as “we”, to “you”
- Say “Hosting for WordPress”, not “Hosted WordPress” or “Managed WordPress Hosting”
- Others may describe services 'for WordPress' but never name a product, company or domain with WordPress
- Don't use 'WP' in any way that suggests an official WordPress product
- The trademark may not be used in advertising (AdSense/AdWords included)
- Footer line: the WordPress® trademark is the WordPress Foundation's intellectual property
- Closed em dashes, no spaces
- Button text in Title Case ('Get WordPress', 'Explore the Showcase')
- Subtitles 14px uppercase
WelcomingPlainOpenQuietly jazzy
There is no voice guide. The About page states the stance: WordPress is designed for everyone, open source, welcoming and inclusive, with the mission 'democratize publishing'. Homepage copy is short, plain and benefit-led, in sentence case. The trademark policy and core code supply the only hard rules: always 'WordPress' with a capital P, and specific product names to avoid.
- Always 'WordPress', capital P
- Sentence-case headlines on product pages
- Say 'Hosting for WordPress', not 'Managed WordPress Hosting'
- Address the reader as you; the project as we
- Closed em dashes
- Button text in Title Case
- WordPress publishes no voice guide. These notes come from the About page, the trademark policy, core code and the copy on wordpress.org.
- Speak to everyone: the mission frames WordPress as designed for everyone, from first-time bloggers to enterprises.
- Plain and practical: copy says what the software lets you do (design, build, extend) without hype.
- Community first: the project is people collaborating; 'Everyone is welcome' closes the community copy.
- The About page writes its headings in lowercase ('our story', 'our mission'); product pages use sentence case. Keep each page to one convention.
- Em dashes are set closed, with no spaces ('worldwide—from creators').
- Homepage product copy (observed 2026-10-31, https://wordpress.org/) is plain and imperative: a verb, the object, one benefit, as in 'Create any website'. Release blurbs name concrete features; community copy leads with gathering and welcome, not contributor roles. The expressiveness lives in the visuals, never the prose.
Their words
open sourcepublishingfreedomcommunityeveryoneblocksbuildsharedemocratize
Never
WordpressHosted WordPressManaged WordPress Hosting
- Don’t write 'Wordpress'
- Don’t use 'WP' to imply an official product
- Don’t hype or superlatives about competitors
Not published: tone of voice; word list; grammar and punctuation guide.
Source: wordpress.org/aboutwordpress.orgwordpressfoundation.org/trademark-policydeveloper.wordpress.org/reference/functions/capital_p_dangit
Logo
Logo files downloaded from wordpress.org/about/logos/ and the identity handbook page. Use within the WordPress Foundation trademark policy.
One measure, the height of the W mark, sets every proportion and margin, so each lockup reads as the same mark at any size.
Full spec
One measure, the height of the W mark, sets every proportion and margin, so each lockup reads as the same mark at any size. The serif W's tall, graceful shape is what fakes get wrong.
- W is the height of the W mark; the wordmark is W/2 tall
- Clear space (safety margin) of W/2 on every side
- Horizontal lockup: W/20 gap between the W mark and the wordmark
- Vertical alternative: W mark on top, W/5 gap, then the W/2 wordmark
- WordPress.org logotype: same metrics, with the .org suffix
- Colors: Base Gray #32373C on light, white on dark; the simplified mark comes in Base Gray only
- Use only the official downloads, and only as the trademark policy allows
- Others may use the logo on a page describing their WordPress services, never in their own logo or branding
- Don’t redraw the W short and squat: its serifs must stay tall and graceful (the 'fauxgo')
- Don’t set Mrs Eaves or Dalliance anywhere but the logotype
- Don’t use the WordPress name or logo in a domain name
- Don’t use the logo or name in advertising
- Don’t imply affiliation with or endorsement by the WordPress Foundation
| Unit | W = height of the W mark |
|---|---|
| Wordmark height | W/2 |
| Clear space | W/2 all sides |
| Mark-to-word gap | W/20 horizontal; W/5 stacked |
| Colors | Base Gray #32373C; white |
| Minimum size | not published |
| Owner | WordPress Foundation; commercial licence via Automattic |
The logotype is the W mark plus the 'WordPress' wordmark. Jason Santa Maria drew it in 2005 from two Emigre faces (Mrs Eaves Small Caps for the word, Dalliance as the influence for the W); Matt Miklic refined it and Hugo Baeta rebalanced it for the handbook. Five downloads are published (standard, vertical alternative, word mark, W mark, simplified), each in Base Gray or white, and WordPress.org adds a .org suffix on the same metrics.
Source: make.wordpress.org/design/handbook/design-guide/foundations/identitymake.wordpress.org/design/handbook/design-guide/wordpress-org/wordpress-org-identitywordpress.org/about/logoswordpressfoundation.org/trademark-policy
Color
A near-monochrome page lets one vibrant blue do all the signalling; the redesign post says that blue echoes the Gutenberg editor, so the marketing site and the product feel like one thing.
Full spec
- Text Charcoal #1E1E1E on White #FFFFFF by default
- Links and primary buttons Blueberry #3858E9; hover Deep Blueberry #213FD4; active Charcoal
- Alternate sections between White and Light Grey 2 #F6F6F6; go dark with Charcoal #1E1E1E or Charcoal 2 #23282D
- On dark grounds, text is white
- Accent families (Pomegranate, Acid Green, Lemon, Purple) come with two or three tints each
- Check contrast against the accessibility handbook's color guidance
- Classic colors are for legacy wp-admin contexts
- Don’t introduce blues outside the Blueberry ramp on WordPress.org
- Don’t use the classic WordPress Blue #0073AA as the WordPress.org accent
| Accent | Blueberry #3858E9 |
|---|---|
| Text | Charcoal #1E1E1E |
| Ground | White #FFFFFF / Light Grey 2 #F6F6F6 |
| Dark | Charcoal #1E1E1E, Charcoal 2 #23282D |
| Alpha tokens | White 15% #FFFFFF26, Black 15% #00000026 |
| Proportions | not published |
Two palettes are published. The handbook's Colors page keeps the classic set (WordPress Blue #0073AA and Medium Blue, six grays from Ultra Dark Gray to Light Silver Gray, six auxiliary accents) and says a new WordPress.org palette is being explored in Figma. That newer palette is published as the WordPress.org theme's tokens: a Charcoal ramp, two light greys, a Blueberry ramp led by #3858E9, and four accent families (Pomegranate, Acid Green, Lemon, Purple) with tints. The live site is almost entirely White, Light Grey 2 and Charcoal, with Blueberry carrying every link and button.
Source: make.wordpress.org/design/handbook/design-guide/foundations/colorsgithub.com/WordPress/wporg-parent-2021/blob/trunk/source/wp-content/themes/wporg-parent-2021/theme.jsonmake.wordpress.org/design/2021/06/03/redesign-of-wordpress-org-newsmake.wordpress.org/accessibility/handbook/current-projects/use-of-color
Typography
Democratize publishing
Garamond's book serif gives headings the elegance of the logotype's small caps without using it; Inter, chosen in the 2021 redesign for screen reading, keeps everything functional.
Full spec
Garamond's book serif gives headings the elegance of the logotype's small caps without using it; Inter, chosen in the 2021 redesign for screen reading, keeps everything functional. The redesign post says Open Sans's quirks weren't helping readability.
| Their face | Use | License | Open stand-in |
|---|---|---|---|
| EB Garamond | All headings H1-H6, Regular 400 only | Open (SIL OFL 1.1) | EB Garamond (the real face; file in fonts/) |
| Inter | Paragraphs, UI, buttons (Semi Bold), subtitles (uppercase), the 120px Light CTA | Open (SIL OFL 1.1) | Inter (the real face; file in fonts/) |
| IBM Plex Mono | Code (theme monospace token); the About page uses Courier Prime instead | Open (SIL OFL 1.1) | |
| Mrs Eaves Small Caps (Emigre) | The 'WordPress' wordmark only | Proprietary (Emigre); logotype only, not supplied | |
| Dalliance (Emigre) | Influence for the W mark only | Proprietary (Emigre); logotype only, not supplied | |
| Open Sans | Classic WordPress text face: Light 300, Regular 400, Semi-Bold 600, each with italic; replaced on WordPress.org by Inter in the 2021 redesign | Open (SIL OFL 1.1, Google Fonts) |
- Headings: EB Garamond Regular 400 only, H1 70/74, H2 50/60, H3 36/46, H4 30/40, H5 26/34, H6 22/28, 0 tracking
- Text: Inter Regular 16/26 for short text, 16/30 for long text such as blog posts
- Inter steps: 12/20, 14/24, 20/34, 24/38, 32/48
- Links 16/30 Inter in Blueberry
- Button text Inter Semi Bold 16, Title Case
- Subtitles Inter 14 uppercase
- Large CTAs Inter Light 300, 120px, 118 leading, -2px tracking
- Phone: theme tokens step H2 to 30px and H3 to 26px; the homepage hero H1 stays 70px at 390 (observed 2026-10-31)
- Don’t use Mrs Eaves or Dalliance outside the logotype
- Don’t bold the Garamond headings
- Don’t set body text in Garamond
| Display | EB Garamond 400 |
|---|---|
| Text | Inter 300/400/600/700 + italics |
| Mono | IBM Plex Mono (theme token) |
| Logotype | Mrs Eaves Small Caps, Dalliance (Emigre) |
| Classic | Open Sans 300/400/600 + italics |
| H1 | 70/74 desktop and phone (homepage, observed 2026-10-31) |
| Body | 16/30 long, 16/26 short |
| Large CTA | 120/118, 300, -2px |
The guide names four faces with strict jobs. Mrs Eaves Small Caps and Dalliance belong to the logotype alone. WordPress.org sets headings in EB Garamond and text in Inter, with a full desktop scale published as a chart. Open Sans (Light, Regular, Semi-Bold and italics) is the classic text face, kept on the page as 'Classic typography'.
Source: make.wordpress.org/design/handbook/design-guide/foundations/typographygithub.com/WordPress/wporg-parent-2021/blob/trunk/source/wp-content/themes/wporg-parent-2021/theme.jsonmake.wordpress.org/design/2021/06/03/redesign-of-wordpress-org-news
Graphic elements
Do One dry-brush paint stroke in Blueberry #3858E9 on white, painted left to right with ragged ends, as the one expressive gesture on a calm page; the jazz 'paint strokes' of the 2021 redesign.
The Blueberry brush stroke · Homepage hero beside 'Meet WordPress'; as a 16px rule element in content (custom.brush-stroke)
Do EB Garamond Regular 400 at the published scale (70/50/36/30/26/22), sentence case, balanced wrap, with Inter for everything else.
Garamond headings, never bold · Every H1 to H6 on WordPress.org
Do Inter Light 300 at 120px, 118px leading, -2px tracking, white, as the page's last word.
The huge Light CTA · Closing 'Get started' band on Charcoal 2 #23282D
Do Documentary black-and-white photos of real WordPress people at events.
Black-and-white people · Community photography on the homepage and the News redesign
Do Pencil-style arrows, underlines and circles with a typewriter mono (Courier Prime) on a warm #F0EDE7 ground and huge lowercase Inter headings.
Hand-drawn marks and typewriter text · The About page
Specimens use sample copy, not WordPress’s.
A single hand-made gesture against strict, quiet typography gives warmth and personality without competing with content, the 'jazzy versus minimal' balance the homepage post describes.
Full spec
- One brush stroke or hand-drawn mark per view, in Blueberry or Charcoal
- Place pages on a spectrum from jazzy/expressive (homepage, About) to minimal/functional (download, docs) by content
- Cards and media square-cornered; buttons and fields 2px
- Brush-stroke rule element 16px tall
- Don’t decorate functional pages (download, docs) with strokes
- Don’t use glossy gradients or drop shadows
| Brush-stroke rule | 16px tall (custom.brush-stroke) |
|---|---|
| Radius | 2px buttons/fields; 0 cards |
| Separator | 150px wide, 30px vertical margin |
The 2021 News redesign set the graphic language: a 'jazzy' look taken from jazz album art, carried by stroke shapes, type, layout and color because imagery on the blog is sparse. On today's site that shows as one Blueberry dry-brush stroke in the homepage hero, a 16px brush-stroke rule token in the theme, square-cornered cards with 1px light grey borders, and on the About page pencil-style arrows and circles.
Source: make.wordpress.org/design/2021/06/03/redesign-of-wordpress-org-newsmake.wordpress.org/design/2022/07/27/project-update-wordpress-org-homepage-and-download-page-mockupsgithub.com/WordPress/wporg-parent-2021/blob/trunk/source/wp-content/themes/wporg-parent-2021/theme.jsonwordpress.orgwordpress.org/about
Iconography
Strict grid and stroke rules keep thousands of contributor-made icons consistent in wp-admin, where they are judged in context.
Full spec
- 24x24px grid
- 1.5px lines, one edge hinted to the nearest whole pixel
- Corner radius 1px, 2px where appropriate
- Front-facing and flat, no faux 3D
- Simple: drop details that aren't needed
- Universal: check your demographics aren't shaping the symbol
- Consistent: check the icon in the wp-admin context
- Don’t design new Dashicons for core: they are deprecated
- Don’t add faux 3D or perspective
| Grid | 24px (Dashicons 20px) |
|---|---|
| Stroke | 1.5px (Dashicons 2px) |
| Corners | 1px, 2px where appropriate |
| Style | facing, flat |
Current WordPress Icons live in Storybook and the WordPress Design Library in Figma. They sit on a 24px grid with 1.5px lines and 1-2px corners, front-facing and flat. Dashicons, the classic admin set, are deprecated but still available: 20px grid, 2px lines, 1px corners, friendly rounded edges, angled to the right.
Source: make.wordpress.org/design/handbook/design-guide/foundations/iconographydeveloper.wordpress.org/resource/dashiconsmake.wordpress.org/design/2024/11/07/announcing-the-new-wordpress-design-system-figma-librarywordpress.github.io/gutenberg
Illustration
Showing the real editor UI keeps the product honest; the brush and pencil marks supply the human touch.
Full spec
- Prefer real product UI (blocks, toolbars) on white cards with a 1px border
- Hand-made marks over drawn characters
- Don’t invent mascots or character illustrations
No illustration guidance is published. The redesign posts reference jazz album artwork as the mood, and the site uses brush strokes, hand-drawn arrows and product UI renderings (editor toolbars, block inserter tiles) instead of illustrations.
Not published: illustration style; illustration palette.
Source: make.wordpress.org/design/2021/06/03/redesign-of-wordpress-org-newsmake.wordpress.org/design/2022/07/27/project-update-wordpress-org-homepage-and-download-page-mockupswordpress.org
Photography
Monochrome photos of real contributors sit calmly next to a near-monochrome palette and let Blueberry stay the only color.
Full spec
- Real WordPress people at real events
- Black and white for community photography
- Square-cornered, full-bleed within the content width
- Don’t use staged stock imagery for community
No photography guidance is published. Community photography on the homepage is black and white (its alt text says so), and the 2021 News redesign used black-and-white portraits from WordPress events.
Not published: photo treatment; cropping rules.
Source: wordpress.orgmake.wordpress.org/design/2021/06/03/redesign-of-wordpress-org-news
Interface & layout
The page, band by band
Global header
Hero: Meet WordPress
Dots divider + Community
Latest news
Get started
Code is Poetry strip
Buttons
Full spec
The handbook publishes no grid. The WordPress.org theme does: a 680px content column, a 1160px wide column, 80px edge spacing, a spacing scale from 10px to clamp(80px, 13.33vw, 160px), and 30px base margins. Pages are built in the block editor, so sections are full-width groups that alternate White, Light Grey 2 and Charcoal.
Measured from wordpress.org's Playwright on the live page at 1440x900 and 390x844 (2026-10-31): computed styles, bounding boxes, hover states and the theme's CSS rules.
Spacing
| Measure | Desktop | Phone |
|---|---|---|
| Page margin | 140px | 20px |
| Section padding | 80px | 80px |
| Hero text width | max 555px, centered | full width |
| Card gap | 40px | 40px |
| Navigation | 71px | 71px |
Type, at size
Hero H1 'Meet WordPress'
EB Garamond · 70px · line 1.05 · weight 400
Dark-band H2 (showcase)
EB Garamond · 50px (phone 30) · line 1.2 · weight 400
Section H2 (release, community, news, merch)
EB Garamond · 36px (phone 26) · line 1.28 · weight 400
Closing CTA 'Get started'
Inter · 120px (phone 52) · line 1 · tracking -2px · weight 300
Card and sub-section title (Design, Build, Extend; Build for yourself)
Inter · 18px · line 1.88 · weight 700
News post title
Inter · 18px · line 1.3 · weight 600
Body short text (ledes, card copy)
Inter · 16px · line 1.625 · weight 400
Link paragraph (stacked text links)
Inter · 16px · line 1.875 · weight 400
Button label
Inter · 16px · line 1.3 · weight 600
Nav link / header button
Inter · 14px · line 1.71 · weight 400
News meta (category caps + date)
Inter · 14px · line 1.875 · weight 400
Footer link
Inter · 14px (phone 16) · line 1.9 · weight 400
Phone menu item
Inter · 21px · line 1.95 · weight 400
- Motion
- not published
- Buttons
- rounded
Page anatomy
How WordPress’s own landing pages are built, observed on wordpress.org, 2026-10-31. The full measurements are in spec.md.
- Navigation
- White global header, one row: W mark at far left, eight Inter 14px links straight after it, then a search icon and a Blueberry 'Get WordPress' button at the far right. Not sticky.
- Hero
- Calm white intro band: 70px EB Garamond 'Meet WordPress' and a two-line Inter lede in the left half, one Blueberry dry-brush stroke image in the right half. No button, no photo, no proof.
- Design / Build / Extend cards
- Top of one Light Grey 2 band (y 381-1465) that also holds the release row: three equal feature cards, image on top, Inter 18 title, short copy, optional text link.
- Release row (WordPress 7.1)
- Same grey band, 79px under the cards: text left (36px Garamond H2, 4-line lede, primary button), release collage image right.
- Showcase: One platform, a universe of possibilities
- Charcoal band: white 50px Garamond H2, two-line lede, a row of six customer logos in white, a primary button, then three full-bleed rows of site screenshots to the band's bottom edge.
- Dots divider
- A 1160x60 strip of 5px dots on a 55px pitch in two rows, mostly #D9D9D9 with seven #1E1E1E dots, between the showcase and community.
- Community
- White band: 36px Garamond H2 with two paragraphs and one text link on the left, a black-and-white crowd photo cut into a brush-stroke shape on the right; under it an Inter 18 sub-heading with four stacked text links.
- Latest WordPress news
- Grey band: 36px Garamond H2 left with a 'More news' text link right on the same line, then three post titles with category and date.
- Merch: Wear the internet you make
- Same grey continued under a 1px #D9D9D9 top rule: 36px Garamond H2 and an outline button left, a merch product cut-out right that sits on the band's bottom edge.
- Get started
- Charcoal 2 closing band: one giant Inter Light 'Get started' link with a thin white arrow running to the right edge of the container, and a two-line white lede.
- Footer
- Charcoal 2 global footer: five 4-link columns, then the white WordPress.org logotype with the trademark line at left and ten white social icons at right; a darker strip below holds 'CODE IS POETRY'.
Source: github.com/WordPress/wporg-parent-2021/blob/trunk/source/wp-content/themes/wporg-parent-2021/theme.jsonmake.wordpress.org/design/2022/07/27/project-update-wordpress-org-homepage-and-download-page-mockupsmake.wordpress.org/meta/2022/08/01/developing-the-redesigned-home-and-download-pages
In use
Full spec
How our engine applies WordPress's system to each format. This is our recipe from their published rules and their own pages, not something WordPress publishes.
Our setting for each format
| Format | Loudness | Must appear | What varies |
|---|---|---|---|
| Landing page | Build it the way wordpress.org is built: white page, global header with the W mark and a Blueberry 'Get WordPress' button, EB Garamond 400 headline left-aligned with an Inter lede, one Blueberry brush stroke in the hero, sections alternating White and Light Grey 2, a Charcoal band, a closing 'Get started' band on Charcoal 2 with the 120px Inter Light CTA, Charcoal 2 footer with the trademark line; 2px-radius Blueberry buttons, square cards | which sections and how many cards; the About-page register (Linen ground, lowercase Inter headings, typewriter text, pencil marks) for mission or story pages | |
| Deck | White or Charcoal slides, EB Garamond titles, Inter text, Blueberry for the one highlight, logo with W/2 clear space | a Blueberry title slide with a brush stroke; black-and-white photos | |
| Social post | Blueberry or Charcoal ground, one Garamond line, white W mark or logotype | brush stroke or release artwork tiles from the accent families | |
| Email / newsletter | White ground, Garamond headline, Inter 16/30 body, Blueberry links underlined, one Blueberry button | a Light Grey 2 news block | |
| Blog post (News) | 680px column, Inter 16/30 long-text setting, Garamond headings, Blueberry underlined links | a brush-stroke rule between sections | |
| Event / WordCamp page | Name and logo only with Foundation permission; never in a domain name | black-and-white community photos and accent tints |
Ads
Rules
Do
- Logo proportions and W/2 safety margin as published
- Mrs Eaves and Dalliance in the logotype only
- EB Garamond headings, Inter text on WordPress.org
- Icons on a 24px grid, 1.5px strokes
- WordPress or WordCamp name/logo in a project needs Foundation permission
- Commercial use of the trademark is licensed through Automattic
Don’t
- put WordPress or WordCamp in a domain name
- use the trademark in advertising
- use the logo in your own logo or branding
- use a fake (fauxgo) W
Source: make.wordpress.org/design/handbook/design-guide/foundations/identitymake.wordpress.org/design/handbook/design-guide/foundations/typographymake.wordpress.org/design/handbook/design-guide/foundations/iconographywordpressfoundation.org/trademark-policywordpress.org/about/logos
Steal this kit
Your name and logo, WordPress’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 WordPress doesn’t publish
- Logo minimum size: not published.
- Logo misuse list beyond the 'fauxgo' comparison: not published.
- Color proportions or ratios: not published.
- Color roles for the WordPress.org palette in the handbook: not published there (the Colors page points to a Figma file); roles here come from the theme's code tokens.
- A contrast standard (ratio) for the palette: not published; the handbook links to accessibility resources only.
- Muted text and surface roles: not named as such; Charcoal 4 and Light Grey 2 are our reading of the theme tokens.
- Tone of voice, word list and grammar rules: not published.
- Motion (durations, easing): not published.
- Illustration style: not published.
- Photography treatment: not published (black and white is observed, not a rule).
- Layout grid in the handbook: not published (widths and spacing come from the theme code).
- Dark mode: not published.
- A licence for the logotype faces: they are Emigre faces and are not supplied.
Each value is marked published, observed, our reading or our recipe, with its source. Checked 2026-10-30. Not affiliated with WordPress.