Brand Wrangling
at GitHub
Sophie Shepherd
@sophshepherd
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Be
creative
Be
consistent
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GitHub’s Brand
Challenges
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How can we define a
brand that is built
upon experiences
rather than visuals?
1
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How can we encourage
iteration and evolution
without diluting the
brand?
2
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How can we put
limitations in place
without stifling
creativity?
3
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Brand as a spectrum
No context Experienced User
——————————————————
No flexibility More flexibility
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1: Never heard of GitHub
2: Heard of GitHub
3: Uses/has used GitHub
4: Needs GitHub
5: Superfan or employee
Brand as a spectrum
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No idea
3
1 2 4 5
Heard of it
Uses it
Needs it
Loves it
Brand as a spectrum
Base font
Limited color palette
Matches product
Expanded colors
Custom styles
Expanded type styles
One-off illustrations
Strict illustration styles
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No idea
3
1 2 4 5
Heard of it
Uses it
Needs it
Loves it
Brand as a spectrum
GitHub.com marketing site
Shop
Training website
Conference
HQ Art
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Consider GitHub as an
experience
Allow for iteration
Don’t inhibit creativity