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Wrangling GitHub's Brand

Wrangling GitHub's Brand

Sophie Shepherd

March 24, 2017
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  1. Brand Wrangling
    at GitHub
    Sophie Shepherd
    @sophshepherd

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  12. Be
    creative
    Be
    consistent

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  13. GitHub’s Brand
    Challenges

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  17. How can we define a
    brand that is built
    upon experiences
    rather than visuals?
    1

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  20. How can we encourage
    iteration and evolution
    without diluting the
    brand?
    2

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  23. How can we put
    limitations in place
    without stifling
    creativity?
    3

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  25. Brand as a spectrum
    No context Experienced User
    ——————————————————
    No flexibility More flexibility
    ———————————————————

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  26. 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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  27. 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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  28. 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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  29. Consider GitHub as an
    experience
    Allow for iteration
    Don’t inhibit creativity

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  30. Thank you!
    Sophie Shepherd
    @sophshepherd

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