Brand pack — print view

Optimizely

Optimizely is the digital experience platform that helps marketing and product teams test, learn, and ship with confidence.

Core

Identity

Who the brand is

Brand type: master brand

Core

Colour

The complete colour system

Primary · 2

Brand Blue

high

Pantone 2728 C

Primary brand colour. Used for the wordmark and as the dominant background on hero compositions.

Yellow

high

Optimism accent — used for callouts, highlights, and Opal moments.

Secondary · 1

Iris

medium

Secondary palette anchor. Pairs with Brand Blue for depth.

Accent · 2

Coral

medium

Secondary accent for energy and emphasis. Use sparingly.

Mint

medium

Secondary accent for freshness and data positivity.

Neutral · 3

White

high

Background, reversed typography on dark colours.

Ink

high

Default body and heading colour on light backgrounds.

Cloud

high

Subtle panel and surface fill.

extrusion

locked sequenceapproval required

extrusion_and_data_viz_only

Core

Typography

Typefaces and hierarchy

displaylicensedhigh

Söhne

Halbfett

Test, learn, ship.

case: sentencealign: leftcolours: Ink, White, Brand Blue

Display sets the brand voice — use for hero headlines and Opal moments.

headinglicensedhigh

Söhne

Buch

Test, learn, ship.

case: sentencealign: left

bodyopen sourcehigh

Inter

Regular

Test, learn, ship.

case: sentencealign: left

Core

Photography

Mood, categories, and composites

Real customers, real environments, real light. Optimism without theatrics.

Portrait — Customer

Real customers in their working environment. Natural light, eye contact, dignified framing.

✓

Do

Natural or practical lighting
Eye contact with subject
Show working context (desk, screen, store, factory)

Don't

Studio backdrops
Stock-style smiles
Excessive shallow depth of field

Lands of the Liberated

Sweeping aspirational landscapes used as compositing backgrounds for portrait composites.

✓

Do

Horizon ~33% from top
Atmospheric perspective
Edge-to-edge composition

Don't

Recognisable landmarks
Heavily edited skies
Strong colour grades that clash with the palette

Product

Screens, devices, and UI shown in real device chrome. Always on a clean surface.

✓

Do

Real device chrome
Plain surface
Clear UI state

Don't

Faked UI
Cluttered desks
Tilted angles

No composite formula documented.

Core

Voice

Tone of voice and brand instruction

Confident, clear, and human. We sound like the smartest person in the room who actually wants you to understand.

Generate imagery for Optimizely — a digital experience platform. Use composite photography: a real customer portrait in the lower-third over a sweeping landscape from the Lands of the Liberated library. Lighting natural. Palette centred on Brand Blue (#0037FF) with Yellow (#FFE600) accents and Ink (#0E0E2C) typography. Tone confident, grounded, optimistic. Do not reproduce the Optimizely wordmark — reserve a clear zone in the top-right for post-generation logo compositing.

Avoid	Use instead	Context
users	customers	When referring to people who buy our software.
test	experiment	In Web Experimentation contexts.
DX platform	DXP	Always capitalised; never spelled out.

Standard

Logo

Variants, clear space, placement

Wordmark — Full Colour

Default usage on light surfaces.

Brand Blue on White

Wordmark — Reversed

On dark or saturated brand backgrounds.

White on Brand Blue
White on Ink

Wordmark — Monochrome

Single-colour print, partner co-marketing.

Ink on White
White on Ink

Standard

Brand devices

Signature graphic elements

Extrusion

graphic element

Eight-shade locked extrusion derived from the Brand Blue, applied to depth-rendered surfaces and data visualisation gradients.

Usage: Always in the documented order. Never re-coloured.
Source: independent
Crosses into: colour_palette, data_visualisation

Optic Frame

graphic elementsingle instance

Thin keyline frame, 1.5 ratio, used to focus attention on a portrait or product image.

Usage: One frame per composition. Always Brand Blue at 100% opacity.
Source: independent

Standard

Illustration

Style, hierarchy, proportion

secondary

Geometric, semi-flat figures with a single line weight. Never cartoonish, never photorealistic.

Male: 7.5 headsFemale: 7.5 heads

Skin tones

Tone 01

Tone 02

Tone 03

Tone 04

Tone 05

✓

Do

Single line weight
Brand palette only
Diverse representation

Don't

Cartoonish exaggeration
Stock illustration aesthetics
Mixing styles within one composition

Standard

Icons

Artboard, stroke, style

Style: Linear, single-weight, open-form. Mix of straight and curved lines.
Artboard: 240px
Gutter: 12px
Line weight: 6px
Colour rules: Brand colours on white; reversed to white on dark backgrounds.
Base library: Optimizely Icons (internal)

Standard

Values

Purpose, mission, named values

Customer-Centric
Every decision starts and ends with the customer.
Inclusion Counts
Diverse perspectives make better products.
Integrity Matters
Tell the truth, even when it's uncomfortable.
Bias for Action
Ship, learn, iterate.

Standard

Writing

Grammar, prohibited terms

Use the Oxford comma
Numerals for 10 and above, words below
One space after a period

Standard

Layout grid

Columns and margins

See on-screen viewer for full detail.

Standard

Data visualisation

Charts, palette, tints

See on-screen viewer for full detail.

Standard

Templates

Imported template gallery

See on-screen viewer for full detail.

Extended

AI identity

Visual identity for the AI itself

Settled

Default at-rest state of the Opal icon when no AI activity is in progress.

visual behaviour

Static lightning bolt outline at full opacity. Subtle pulse every 4s.

Attentive

User has selected Opal or hovered the action surface.

visual behaviour

Texture fills in from centre out; bolt brightens to Brand Blue.

Working

Active generation in progress.

visual behaviour

Texture animates across container with directional motion at the brand's standard easing.

Extended

Expression

Named intensity tiers

Clear

typographydesignillustration

Functional, restrained. Minimum decoration. Used for product UI and dense technical content.

Key treatments

Single typeface weight
Solid palette colours only
No illustration unless instructional

Playful

typographydesignillustration

Mixed weights, accent colours, light decoration. Used for marketing pages and event collateral.

Key treatments

Two typeface weights
Up to two accent colours per layout
Optic Frame device permitted

Expressive

typographydesignillustration

Full creative latitude. Composite photography, extrusion palette, layered devices. Used for brand campaign and recruitment.

Key treatments

Composite photography
Extrusion palette
Display typography in colour

Extended

Scalability

Familiarity-based calibration

See on-screen viewer for full detail.

Extended

Brand codes

Material and sensory motifs

No codes documented.

Extended

Motion & sonic

Animation, easing, sonic identity

See on-screen viewer for full detail.

Extended

Legal

Compliance and positioning

See on-screen viewer for full detail.

Extended

Environmental

Spatial design and signage

See on-screen viewer for full detail.