Resolution
Every visual and word points at a problem resolved: the brand page frames its whole system around moving customers from challenge to resolution. Published
The system
Fixed, everywhere
- Licorice and Coconut foundation
- Matcha only for intentional accents and primary actions
- Primary logo unaltered in Licorice or Coconut
- People-first photography
- Brief, focused, human copy
The one thing that varies
How much dark green appears: a page can run nearly all white or alternate Fern bands and green-glow panels.
Source: zendesk.com
How loud each format gets
Silent
QuietEmail
CalmDeck
WarmLanding pageSocial post
Loud
Loudest
Our engine's setting, built from their rules.
Every piece passes two checks
Logo hidden
Cover the logo. It should still read as Zendesk: Licorice and white with one Matcha button, soft 40px cards, a warm photo of a person with a chat card.
Swap test
Put another service vendor's logo on it. If the Matcha-on-Licorice action, the Fern bands and the resolution story feel out of place, it is Zendesk enough; if not, it is generic.
Strategy
The AI-first service platform that resolves customer and employee issues faster, with AI agents that improve with every resolution. Observed
AI that learns
AI agents improve with every resolution and can automate up to 80% of interactions. Observed
Trusted at scale
Security, governance and reliability for service leaders scaling AI. Observed
One platform
One system for customer service, employee service and contact center, with no complex tooling. Observed
Automate up to 80% of interactions with Zendesk AI agents.
AI that gets smarter with every resolution.
Full spec
- For Observed
- Service leaders and teams, from startups to enterprises, across customer service, employee service (IT/HR) and contact centers.
- Problem Observed
- Fragmented legacy stacks and AI tools that work in isolation, need constant retraining and leave teams handling repetitive work (paraphrase).
- Promise Observed
- Faster resolutions, stronger loyalty, better outcomes.
- Mission Published
- Simplify the complexity of business and make it easy for companies and customers to create connections (paraphrase).
Proof behind each pillar
- Resolution. 4.8B resolutions delivered
- AI that learns. Up to 80% of interactions automated by AI agents
- AI that learns. 22,000+ service teams use Zendesk AI
- Trusted at scale. 99.9% uptime; SOC 2, ISO 27001, CCPA and HIPAA compliance
- Trusted at scale. 80,000+ customers
- One platform. 80,000+ customers
Story Published
Zendesk was created to bring calm to the chaotic world of customer service; its About page jokes that it was born on a desk that was really a door, or a kitchen table (paraphrase). The 2025 brand refresh rebuilt the palette around Licorice, Coconut and Matcha, a tribute to the original Zendesk green.
Values
Everyone is a customer
Life is better when shared customer experiences are painless, frictionless and helpful (paraphrase of the About page).
PublishedCategory. AI-first customer service platform (hero eyebrow: "AI-powered customer service platform") Observed
Why them
- AI trained on billions of real service interactions Observed
- AI agents resolve end to end, with Copilot guiding human agents Observed
- One platform for customers, employees, or both Observed
- Governance built in: 99.9% uptime and major compliance certifications Observed
Instead of
Intercom, Salesforce and Freshdesk (the footer's Compare links)
Boilerplate Observed
Zendesk is an AI-powered service platform built for the full service lifecycle, backed by 80,000+ customers and more than 19 years of expertise (paraphrase).
Taglines
Automate up to 80% of interactions with Zendesk AI agents. Observed
The only AI-first service platform Observed
They never claim
- Automation is always "up to" a percentage, never a guarantee (observed on the homepage and Why Zendesk).
The homepage leads with a number and an outcome ("up to 80%", "4.8B+ resolutions") and repeats one idea in every band: AI that improves with every resolution. Sections end on a Matcha action.
Source: zendesk.comzendesk.com/why-zendeskzendesk.com/company/brand-guidelines
Personality and voice
Confidentbut not ArrogantPublished
Includedbut not Exclusive or technicalPublished
Crediblebut not HypedPublished
Approachablebut not Casual to a faultPublished
Modern and freshbut not TrendyPublished
Faster resolutions. Stronger loyalty. Better outcomes.
Revolutionize your omnichannel CX with our best-in-class AI!
Service is emotional; copy that sounds calm and human mirrors the experience the product promises.
Full spec
- Sentence case headlines
- Keep it brief, keep it focused, keep it human
- Write for how the reader should feel: confident, included, credible
- Button labels are verbs and name a single action
- Button labels in sentence case
- Mark Zendesk with the registered sign (Zendesk®) at its first mention in campaign copy
- Lead with a concrete number when Zendesk publishes one (80%, 4.8B+, 22,000+); never invent one
- Full-sentence headlines end with a full stop; short labels and titles do not
- No exclamation marks
- American spelling
- Write as “we”, to “you”
ConfidentIncludedCredible
Zendesk publishes three feelings for its copy (confident, included, credible) and a three-part rule: brief, focused, human. Its voice card adds five attributes: approachable, modern, trusted, connected, fresh.
- Keep it brief, focused and human
- Write for how the reader should feel
- Sentence case headlines and buttons
- Buttons are verbs naming one action
- Zendesk® at first mention in campaign copy
- The brand page: write how we want people to feel, confident, included and credible; keep it brief, focused and human (paraphrase).
- Brand attributes shown on the voice card: approachable, modern, trusted, connected and fresh.
- Copy expresses what it feels like to use the product.
- Homepage voice (observed): short declarative headlines with a number where one exists ("Automate up to 80%..."), sentence case, a full stop at the end of sentence headlines, outcomes over features ("Faster resolutions. Stronger loyalty. Better outcomes.").
- Product UI copy follows Garden: button labels are verbs, one action per button, sentence case; the full content guide moved to an internal space.
Their words
resolutionresolveAI agentsserviceconnectionhuman
Source: zendesk.com/company/brand-guidelines
- Don’t use jargon or hype
- Don’t write long feature lists in headlines
Source: zendesk.com/company/brand-guidelinesgarden.zendesk.com/patterns/buttonsgarden.zendesk.com/content
Logo
Logo files are Zendesk's, downloadable from its brand portal; third-party use needs a license or written permission.
The primary logo is called the biggest visual identifier; restricting the symbol keeps the wordmark doing the naming.
Full spec
- Primary logo is the default
- Wordmark alone only where other brand elements already identify Zendesk
- Z symbol alone only in special circumstances, with creative team approval
- Only Licorice or Coconut (black on white, white on black)
- Minimum widths: primary 90px, wordmark 84px, Z symbol 50px
- Co-branding: keep the two logos the same height, separated by twice the Z symbol width with a plus centred between them
- Third-party use needs a license or written permission
- Don’t resize disproportionately or distort
- Don’t rearrange, rotate or alter the elements
- Don’t change the colours or use unapproved variations
| Variations | primary, wordmark, Z symbol |
|---|---|
| Colours | Licorice #11110D or Coconut #FFFFFF |
| Minimum width | 90px primary / 84px wordmark / 50px symbol |
| Clear space | not published |
Three published variations: the primary logo (Z symbol over the "zendesk" wordmark), the wordmark alone, and the Z symbol alone. The symbol is two shapes, a half-circle-topped triangle pair, read as a Z. On the homepage the primary logo sits top left in the header; on phone only the wordmark shows.
Not published: clear space around the logo; print minimum sizes.
Color
Try for free
Resolve more, faster
Black and white leave room for photography of people; Matcha marks resolution, the brand's core idea, and recalls the original Zendesk green.
Full spec
- Coconut is the default canvas
- Licorice for text and contrast
- Matcha as an intentional accent only
- Secondary colours create hierarchy close to the core palette
- Text on Matcha is Licorice
- Don’t flood a layout with Matcha
- Don’t use Matcha text on white
- Don’t use Pineapple or Cactus for text
| Coconut | #FFFFFF |
|---|---|
| Licorice | #11110D |
| Matcha | #D1F470 |
| Fern | #203524 |
| Shamrock | #2D4C33 |
| Cactus | #A1D78F |
| Pineapple | #FEEB7E |
| Sesame | #F5F5F2 |
A black-and-white foundation (Coconut, Licorice) with one bright accent (Matcha) and five secondary colours: two deep greens (Fern, Shamrock), a soft green (Cactus), a soft yellow (Pineapple) and an off-white (Sesame). The homepage uses Coconut grounds, Sesame cards, Fern and Licorice dark bands and Matcha only on buttons and chips.
Not published: proportions or ratios; contrast pairings; a muted text colour.
Source: zendesk.com/company/brand-guidelinesgarden.zendesk.com/design/color
Typography
Automate up to 80% of interactions with Zendesk AI agents.
One family at four weights keeps the system quiet so photography and the Matcha button carry the energy.
Full spec
| Their face | Use | License | Open stand-in |
|---|---|---|---|
| Vanilla Sans | Headlines 500, sentence case | Proprietary (Zendesk); not published or downloadable | Figtree Closest rendered match of 27 open candidates on letterforms and line width (within 2.5%); weights mapped up to match ink. See typography.calibration |
| Vanilla Sans | Body 400, buttons and nav 600, eyebrows 700 | Proprietary (Zendesk) | Figtree Same family as display |
- One family for everything
- Headlines 500 weight, never bold
- Eyebrows 700 uppercase with slight positive tracking
- Sentence case
- Don’t use tight negative tracking
- Don’t set headlines in bold
| Real face | Vanilla Sans (proprietary) |
|---|---|
| Stand-in | Figtree (Google Fonts, OFL), weights mapped up |
| Hero | 68px / 43px phone, 1.05 |
| H2 | 42px / 30px, 1.15 |
| Body | 16px / 15px, 1.45 |
The brand page does not publish a typeface. The site sets everything in Vanilla Sans, a proprietary geometric-humanist sans: headlines 500, body 400, buttons and nav 600, eyebrows 700 uppercase. Headlines are sentence case with no negative tracking.
Not published: typeface name; type scale; licence.
Source: zendesk.com
Graphic elements
Try for free
Matcha on Licorice · every primary call to action, chips and the one accent link per page
Do Large rounded rectangles (40px radius at desktop and phone, 32px on the hero, 16px for small cards) in Sesame, Fern or a 5% Licorice tint with a hairline; flat, no shadows. The guide's own imagery uses the same soft-cornered frames.
Soft 40px containers · content cards, event card, banners, image frames
Do Dark sections are green-black, not neutral: flat Fern #203524 bands, Shamrock #2D4C33 panels, and a radial glow from #355E34 into Licorice at the bottom centre of product panels. Headlines on them are Sesame #F5F5F2.
Fern and glow-green dark bands · report, final CTA, event card, product panels
Do A warm, natural-light photo of one person, with white chat cards (avatar, name, short message; an AI agent card with green checks) floating over a corner. The guide: photography shows moments of connection made possible because something was resolved; product imagery shows capabilities in action.
People with a floating conversation · hero and brand imagery
AI that gets smarter with every resolution.
One green word · section headlines and big numbers
Specimens use sample copy, not Zendesk’s.
The rounded shapes and chat cards make the brand feel like a conversation; the glows add direction without new colours.
Full spec
- Rounded containers, flat fills
- Gradients as soft glows (Matcha to white, green to Licorice)
- Chat cards as a recurring graphic
The guide says simple forms create clarity while gradients and shapes signal the path forward. On the site that means soft 40px rounded containers, Matcha-to-white glows behind brand imagery, white chat cards floating over photos, and glyphs drawn from the Z symbol's half-circles and triangles (the "Z...QK" letter icons on the brand page).
Iconography
Deriving icons from the logo makes even a smile or a sparkle read as Zendesk.
Full spec
- Build from the logo's geometry
- Grid-based composition
- One clear metaphor per icon
- Garden UI icons: 16px default, 12px compact, 32px only for illustration
- Tooltips on interactive icons
The icon system is built from the primary logo: geometric shapes with rounded and sharp edges, grid-based and precisely spaced, simple enough to be universally recognised, with fresh metaphors. Product UI icons (Garden) are 16px stroke by default, 12px in compact spaces, fill for selected states.
Not published: brand icon grid size and stroke weight.
Source: zendesk.com/company/brand-guidelinesgarden.zendesk.com/design/icons
Illustration
Zendesk does not publish an illustration style.
Full spec
Zendesk does not publish an illustration style. Its brand page shows product imagery (UI cards composited with photos) and icon art instead; the homepage uses product UI renders where another brand would use illustration.
- Use product imagery or icons, not drawn illustration
Not published: an illustration style.
Photography
Showing the human after the problem is solved sells resolution without showing the software.
Full spec
- People, not objects
- Moments after something was resolved
- Warm natural light, one clear subject
- Pair with a floating chat card when the story needs the product
- Don’t use staged office stock
- Don’t show frustration as the main story
Photography shows people in moments of connection made possible because something was resolved: relatable, compelling stories. The homepage hero is a warm, sunlit portrait (a woman in green headphones on a train); the brand page uses a smiling cyclist with a phone. Natural light, warm tones, a single subject, often holding a phone.
Motion
button and link colour fades and the underline sweep on hover (observed computed transition on every CTA)
The homepage animates chat conversations (Rive canvases with static PNG fallbacks), rolls stat numbers up like an odometer, and fades buttons and link underlines over 0.6s on a symmetric ease.
Full spec
The homepage animates chat conversations (Rive canvases with static PNG fallbacks), rolls stat numbers up like an odometer, and fades buttons and link underlines over 0.6s on a symmetric ease. Video work starts from Zendesk's Baseline Animation Kit, which is not public.
- 0.6s cubic-bezier(0.7, 0, 0.3, 1) for hover colour and underline
- Provide a static resting state for every animation
- Offer a pause control for looping hero animation
Not published: motion principles, durations or easing.
Interface & layout
The page, band by band
Announcement bar
Logo band
Event card
Stats row
Two product cards
Testimonial
Additional resources
Buttons
Full spec
A 1102px container with 88px band padding, inset rounded cards and centred section headlines. White bands alternate with Fern bands and big Sesame or Fern cards; the hero is itself an inset rounded photo card.
Measured from zendesk.com/company/brand-guidelines's Zendesk's public brand resources page and its embedded images, the Garden design system (garden.zendesk.com) for product UI rules, and measurements of the homepage (www.zendesk.com) at 1440 and 390, 2026-10-31.
Spacing
| Measure | Desktop | Phone |
|---|---|---|
| Page margin | 169px | 16px |
| Section padding | 88px | 48px |
| Hero text width | max 656px, centered | full width |
| Card gap | 24px | 24px |
| Navigation | 110px | 110px |
Type, at size
Hero H1 (Vanilla Sans 500)
Vanilla Sans · 68px (phone 43) · line 1.05 · weight 560
Section H2 (Vanilla Sans 500)
Vanilla Sans · 42px (phone 30) · line 1.15 · weight 560
Stat number (Vanilla Sans 500)
Vanilla Sans · 72px (phone 56) · line 1 · weight 560
Card / band title H3 (Vanilla Sans 500)
Vanilla Sans · 26px (phone 22) · line 1.25 · weight 560
Footer contact line (Vanilla Sans 500)
Vanilla Sans · 42px (phone 30) · line 1.15 · weight 560
Body (Vanilla Sans 400)
Vanilla Sans · 16px (phone 15) · line 1.45 · weight 460
Strong body: quote, card titles, tab labels (Vanilla Sans 600)
Vanilla Sans · 16px (phone 15) · line 1.45 · weight 640
Button label (Vanilla Sans 600)
Vanilla Sans · 18px · line 1.556 · weight 640
Nav link (Vanilla Sans 600)
Vanilla Sans · 16px · line 1.44 · weight 640
Eyebrow (Vanilla Sans 700 uppercase, +0.75px)
Vanilla Sans · 14px (phone 12) · line 1.3 · tracking 0.5px · weight 780
Small: announcement, utility links, footer links (Vanilla Sans 400)
Vanilla Sans · 14px (phone 13) · line 1.5 · weight 460
Countdown digits (Vanilla Sans 300)
Vanilla Sans · 32px · line 1 · weight 300
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.
Big content cards (event, timeline, product pair, testimonial, pricing, OSD) are radius 40; resource cards radius 16; testimonial image radius 20; no shadows anywhere
- Motion
- 0.6s cubic-bezier(0.7, 0, 0.3, 1) colour fades and underline sweeps
- Buttons
- rounded
Page anatomy
How Zendesk’s own landing pages are built, observed on zendesk.com, 2026-10-31. The full measurements are in spec.md.
- Navigation
- Licorice announcement bar, then a white two-row header: utility links top right, Zendesk primary logo (symbol over wordmark) at left, five centred menu items, Matcha "Try for free" and ghost "View demo" at right.
- Hero
- An inset, rounded photo hero: a warm, sunlit photo of a woman in green headphones fills a 1408x772 card with 32px corners, darkened on the left; white type sits in the left half; a two-bubble chat overlay floats bottom right.
- Customer logo band
- White band: a two-line eyebrow at left and eight monochrome Licorice customer logos in one row.
- Event card (AI Summit)
- A 40px-radius Fern card split in two: a Shamrock text panel and a Fern countdown panel at left, a two-speaker photo at right.
- Platform intro and timeline cards
- Centred H2 with one word in green, a lead and a Matcha button; below, three translucent 40px cards stacked down the page, threaded on a thin vertical grey connector line, each with a title at left and a product illustration at right.
- Stats row
- A centred two-line statement and three big green numbers with small labels.
- Forethought split
- Two columns: eyebrow with a Matcha NEW chip, H2, body and two buttons at left; a black rounded card with the Zendesk + Forethought logos at right.
- Open Service Directory banner
- A Fern 40px-radius banner: a square thumbnail, a title with body, and a Matcha button at right.
- Dark platform panel with tabs
- A near-black panel lit from below by a green radial glow: centred H2, lead and two buttons, then a tab list at left and a product screenshot with caption at right.
- Two product cards
- Centred H2 above two Sesame cards side by side, each with a dark product image on top, a title, body and two buttons.
- Gartner report band
- Full-bleed Fern band: eyebrow, title, body and button at left; a white Magic Quadrant chart at right.
- Testimonial carousel
- Centred H2 and lead, then one big Sesame card: customer logo, bold quote, name and role, a text link, arrow controls; at right a square video still with a translucent stats strip.
- Integrations split
- H2, body and one Matcha button at left; a grid of partner app tiles fading at top and bottom at right.
- Additional resources
- Left-aligned H2 and four equal Sesame cards, each a photo or render on top and a typed eyebrow, title and text link below.
- Pricing card
- One centred Sesame card: H2, lead, primary and ghost buttons.
- Final CTA band
- Full-bleed Fern band with a small green AI icon before a one-line H2 and two buttons, all centred.
- FAQ band
- Same Fern band continues: "Need to know more?" centred and a "View FAQs" toggle between two hairlines; collapsed at rest.
- Chat launcher
- Zendesk's own messaging launcher, fixed at bottom right on every screen.
- Footer
- Licorice footer: five link columns, a hairline, a big "How can we help? Contact us." line with social icons at right, a second hairline and a legal row.
In use
Full spec
How our engine applies Zendesk's system per format. Our recipe from their rules, not something Zendesk publishes. Level = how much dark green and Matcha the format carries.
| Format | What they did | Source |
|---|---|---|
| Brand resources page | Logo, colour, photography, iconography, product imagery and voice summary with download links | zendesk.com/company/brand-guidelines |
Our setting for each format
| Format | Loudness | Must appear | What varies |
|---|---|---|---|
| Landing page | Build it the way www.zendesk.com is built (kit.spec.page, homepage voice): Licorice announcement bar, white sticky two-row header with the primary logo, an inset 32px-radius photo hero darkened on the left with a floating chat card, Licorice logo band, 40px-radius Sesame/Fern cards, Fern full-bleed bands, Matcha primary + ghost secondary buttons (radius 16), Licorice footer | which sections and how many cards; a lighter all-white page for simple pages | |
| Deck | Coconut slides with Licorice type, one Fern or Licorice title slide, Matcha only for the key number or call to action, people photography | how many dark slides | |
| Social post | One person photo or a chat card on Fern, sentence-case 500 headline, Matcha accent | photo vs product imagery | |
| White ground, Licorice text, one Matcha button, primary logo top left | a Sesame card for the main offer |
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Rules
Do
- Use only Licorice and Coconut for the logo
- Respect minimum logo widths
- License or written permission for third-party logo use
- Use the right versions of both logos when co-branding
- One primary button per view, placed last in a group
- Never rely on colour alone for state; text 4.5:1, icons 3:1
Don’t
- distort, rotate or recolour the logo
- disable buttons without explaining why
Source: zendesk.com/company/brand-guidelinesgarden.zendesk.com/patterns/buttonsgarden.zendesk.com/design/color
Steal this kit
Your name and logo, Zendesk’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 Zendesk doesn’t publish
- Typeface: not published on the brand page; Vanilla Sans observed on the site, Figtree is our stand-in.
- Type scale, spacing, grid and button specs: not published; all from the homepage measurement (2026-10-31).
- Logo clear space: not published (minimum widths are).
- Colour proportions and contrast pairings: not published.
- The full Creative Guidelines live in a Figma deck linked from the brand page (https://www.figma.com/deck/RQgjYgtqUvPtZBL32CP7Kb); it was not readable without a Figma session and is not used here.
- Garden's content (voice) guidance has moved to an internal Zendesk space.
- Motion principles: only the Baseline Animation Kit link is published; contents not public.
- The homepage uses colours outside the published palette (#70A32A stat green, #355E34 glow); recorded as observed.
Each value is marked published, observed, our reading or our recipe, with its source. Checked 2026-10-31. Not affiliated with Zendesk.