Wrangling GitHub's Brand

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   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?

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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
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    Thank you! Sophie Shepherd @sophshepherd