Brand

The elementary brand is unique: technically it belongs to elementary, Inc., the company that guides and supports development of elementary products. However, we have a great community and don’t want to be too overbearing with legal requirements and technicalities. As such, we have written up some guidelines to make it easier to understand when and how the elementary brand should be used.

Name

The word "elementary" refers to and is a trademark of elementary, Inc. elementary is always lower-case, even when beginning sentences such as this. It is also used along with product names (i.e. "elementary OS") to refer to a specific product of elementary.

Brand Marks

elementary owns two marks: the "elementary" logotype and the "e" logomark. Both are considered trademarks and represent elementary—the company—and its products.

Both should be used with the following in mind:

Do not stretch, skew, rotate, flip, or otherwise alter the marks.
Do not use the marks on an overly-busy background; solid colors work best.
The marks should always be monochromatic; typically white if on a dark background, or black if on a light background.

Logotype

The logotype is to be used when space allows to refer to elementary the company. It can be used before a product name to refer to a specific product of elementary.

The logotype should always be used under the following guidelines:

Do not attempt to recreate the logotype. It is a meticulously-designed brand mark, not simply "elementary" written in a specific font.
Do not use the logotype at small sizes; if it is not clear, use the logomark instead.

Logomark

The "e" logomark is to be used to refer to elementary the company when space is constrained or a square ratio is required.

Color

elementary employs the use of color combined with our name and marks to establish our brand. We use the following palette:

Strawberry c6262e

Strawberry 100 ff8c82

Strawberry 300 ed5353

Strawberry 500 c6262e

Strawberry 700 a10705

Strawberry 900 7a0000

Orange f37329

Orange 100 ffc27d

Orange 300 ffa154

Orange 500 f37329

Orange 700 cc3b02

Orange 900 a62100

Banana f9c440

Banana 100 fff394

Banana 300 ffe16b

Banana 500 f9c440

Banana 700 d48e15

Banana 900 ad5f00

Lime 68b723

Lime 100 d1ff82

Lime 300 9bdb4d

Lime 500 68b723

Lime 700 3a9104

Lime 900 206b00

Blueberry 3689e6

Blueberry 100 8cd5ff

Blueberry 300 64baff

Blueberry 500 3689e6

Blueberry 700 0d52bf

Blueberry 900 002e99

Grape a56de2

Grape 100 e4c6fa

Grape 300 cd9ef7

Grape 500 a56de2

Grape 700 7239b3

Grape 900 452981

Cocoa 715344

Cocoa 100 a3907c

Cocoa 300 8a715e

Cocoa 500 715344

Cocoa 700 57392d

Cocoa 900 3d211b

Silver abacae

Silver 100 fafafa

Silver 300 d4d4d4

Silver 500 abacae

Silver 700 7e8087

Silver 900 555761

Slate 485a6c

Slate 100 95a3ab

Slate 300 667885

Slate 500 485a6c

Slate 700 273445

Slate 900 0e141f

Black 333333

Black 100 666666

Black 300 4d4d4d

Black 500 333333

Black 700 1a1a1a

Black 900 000000

Fonts

For web and print, we use Raleway for headings and Open Sans for body copy. For code blocks, we use Roboto Mono.

Third Parties & Community

We encourage third party developers creating products for elementary OS to adopt certain elements of the elementary brand to achieve consistency:

Color
Fonts
Voice/tone

However, to avoid user confusion, we do restrict the usage of the elementary name and marks:

You are encouraged to say that your app or service is designed for elementary OS, but please don't use the elementary name or marks as part of the name of your company, application, product, service, or in any logo you create.
Only use the elementary name or marks to refer to elementary, Inc. or its products (i.e. elementary OS).

Community

Community products (sites, fan clubs, etc.) are encouraged to use the elementary Community logo:

This helps establish the product as part of the overall elementary community while reducing confusion that can arise from using the main logomark.

Hardware Distributors

We want to ensure that as long as our software carries the elementary branding, the experience will be consistent whether it was downloaded from our website or pre-installed on a hardware product.

The software components of elementary OS may be modified and redistributed according to the terms of the software’s licensing. However, our brand marks may only be redistributed under one or more of the following conditions:

The software remains unchanged, including pre-installed applications, stylesheets and iconography, configuration files, etc., or
The modifications are approved in writing by elementary.

We understand that including drivers, hardware enablement, and distributor branding is important for distributors, so these modifications will almost always be approved by elementary. If in doubt, please email [email protected] for clarification or direction.

If you’re unable or unwilling to follow these trademark redistribution terms, removing elementary’s trademarks from the OS should be simple and straightforward:

Modify the DISTRIB_DESCRIPTION line in the file /etc/lsb-release to exclude our trademarks.
Replace the iconography such that the icon distributor-logo present in /usr/share/icons/elementary/places/ in each of the provided sizes does not appear in the OS.
Remove the packages plymouth-theme-elementary and plymouth-theme-elementary-text.

Merchandise

We do not typically allow our branding (including our name or brand marks) to be used on third-party merchandise.

Assets & More Info

Download on GitHub

For further information regarding the use of the elementary name, branding, and trademarks, please email [email protected].