The Salesforce

Graphic Identity

Millions of customers around the world count on Salesforce to become more successful every day. Our logo represents our brand, and our brand represents our unshakable promise to our customers. Consequently, we must protect every part of our brand by adhering to the following guidelines.

 
All corporate brand assets, global navigation of all Salesforce entities, internet banners, national and regional advertising, and big-picture event concepts.
 
The Corporate Logo is the company’s primary identity, the highest and most important graphic representation of who we are as a brand.
 
The Campaign Signature combines the Corporate Logo and the “Blaze your trail” tagline.
 
 
A logo is a graphic representation or symbol of a company name, trademark, and more, often uniquely designed, recognizable, and easily attributed. The basis of our logo is the cloud symbol, identifiable and exclusive to Salesforce.

A logotype is letterforms composed to represent a company or corporate name. The Salesforce logotype can be found within the logo or cloud symbol. It is distinctively “drawn” or illustrated and provides a further level of visual exclusivity as evidenced in the legacy italic “f” near its center.

The combination of these elements, the logo and the logotype, create the Corporate Logo.

Nomenclature refers to a set of names associated with the company’s greater corporate identity. When paired with the Corporate Logo, these specifically designed compositions are commonly referred within Salesforce as “lockups.”

The preset proportions of nomenclature paired with the Corporate Logo are most associated with our core cloud products.

 
 
The Corporate Logo is the “salesforce” logotype letterforms displayed within the blue cloud symbol. It is the ultimate visual expression of our brand and should never be compromised. It is the face that will be best remembered by our customers as they encounter the company’s many brand experiences.
 
Internal and external documents, presentations, stationery, and all other desired brand assets
  • Positive on white
  • Positive on Salesforce color
  • Positive on photography
 
The Salesforce brand is extended through the Core Product logos and are associated with each of the respective Salesforce products and services.
  • Cloud-specific landing pages
  • Email campaigns
  • Digital banners
  • Defined event demonstration spaces
  • Product datasheets
  • E-books
  • White papers
  • Positive on white
  • Positive on Salesforce color
  • Positive on photography
  • Positive on backgrounds
 
Core Product Logos
 
Our core products are identified by the product name paired with the Corporate Logo. Because they drive revenue, are sold directly by the sales teams, and are globally customer-facing, they warrant the combination of the product name and the Corporate Logo.
 
 
Credentials are symbols of honor and recognition for our partners and external affiliations. It is important to understand how each entity’s credential aligns with Salesforce to ensure that the correct message is conveyed.
The “powered,” “sponsored,” and “connected” badges should be used in literal instances, not metaphorical. For example, while it sounds fun to say that Salesforce powers people or powers an event, we need to make sure this symbol is reserved for customers actually building on the platform.
Specific partner communications such as websites, event materials, and advertising
 
Salesforce Credentials
Credentials identify key areas within businesses directly tied to Salesforce, either through product, endorsement, or affiliation. The Corporate Logo resides in a rectangular shape and coexists with a company’s specific designation, i.e., sponsored, powered, or partner, to name a few.
 
Typelogos are character-only treatments that do not rely on the master brand. Typelogos represent areas of Salesforce businesses outside of the Core Product or the Salesforce Credential system.
Typelogos take liberty with our corporate font, Salesforce Sans, and sometimes include a design element to make a promotion, technology, or program name unique. In the example below (Blue Cloud Coffee), Salesforce Sans is used in three different weights to create a custom look for the promotion.
Typelogos should be used by internal teams for short-term initiatives such as campaigns, smaller events, programs, campaign banners, program promotions, and swag.
  • Positive on white
  • Positive on Salesforce color
  • Positive on photography
  • Positive on backgrounds
  • Reverse on Salesforce color
  • Reverse on photography
 
Salesforce Sans Light
blue
Salesforce Sans Regular
cloud
Salesforce Sans Bold
coffee
Blue 3
Blue 2
Blue 1
 
 
Here are various ways to construct a typelogo. The typographic “recipes” use two graphic ingredients: color and font.
 
 
To further differentiate Salesforce, advertising campaigns are created to re-enforce Salesforce’s market leading position. The National Parks Campaign Signature combines the Salesforce Corporate Logo paired and “locked up” with the Campaign Tagline, “Blaze your trail.” The Corporate Signature can be used in a vertical or horizontal execution.
National and regional advertising, and events
  • Positive on white
  • Positive on Salesforce color
  • Positive on photography
  • Positive on backgrounds
  • Reverse on Salesforce color
  • Reverse on photography
  • Reverse on backgrounds
 
 
 
The primary placement of the Salesforce logo is in the upper-right corner, allowing for approved clear spaces. This creates maximum content space and the best optical efficiency for identifying the company.
 
Upper right. The Corporate Logo and the Core Product Logos are best suited for an upper-right corner placement.
Lower right. Within particular horizontal layouts, such as e-book covers, we recommend that the Core Product Logo appear at the lower-right corner of the layout.
 
If there is not enough room for the given logo version to comfortably fit in the upper-right corner of the canvas, then it may be centered on the bottom of particular layout compositions.
 
In addition to the upper-right and bottom-centered versions, the logo can also be placed in the dead center of the canvas as the primary visual element.
 
Let the logo breathe. The acceptable logo clear space (x) is equal to the height of the “s” in the Salesforce logotype.
Within digital media, the minimum width of the primary logo should not be smaller than 80 pixels.
The acceptable logo clear space (x) is equal to the height of the cap-height in the Salesforce logotype.
 
 
 
It’s wise to place our logo on anything going out externally, but remember, there is value in rarity. Even if the document is 100 pages, one logo is more than enough. If you are creating something for internal use, the same rule applies. In most internal cases, people don’t need to see our logo. It is also important to remember that placing our logo on something doesn’t mean that it is official or approved. If you ever have branding questions on anything that will be sent out externally, please post it on the Brand Central Chatter group.
 
Our cloud without the logotype is still a representation of our brand. Avoid step-and-repeat patterns with the cloud, as well as with the logo. Also, make sure to keep the cloud intact, as you would with the Corporate Logo. That means no new text or design elements inside or around the cloud, no color changes, and no outlined clouds. We know it’s tempting, but it’s for the best.
 
Depending on the document, it is best to stick to one logo. Putting a Salesforce logo and a product logo on the same banner or email campaign is redundant. When in doubt, choose the master brand. A great example of how to represent other facets of the business within the greater Salesforce brand hierarchy is the “Product Overview” page on salesforce.com. You will see that the logo is the master brand in the global nav, and all other product references live in the headers and body copy.
 
Unfortunately, no. And please don’t be tempted to make one.
 
No. Our Corporate Logo shows the world the maturity and professionalism of the company. It is our face, a distinctive feature that identifies us among other companies and brands. To keep this mark special, it means that nothing can be added to it or be placed too closely to the cloud. You can, however, create a typelogo to fit your need. Please see the Typelogo section. You can then submit a formal request through a Marketing Request form. The Salesforce Brand team will review the request and will give you an answer within a week.
 
Only in rare cases, which are subject to the Salesforce Brand team approval.
 
Yes. As long as it resides in the designated “clear space.” Live in a cramped house or flat, and you’ll agree that space is a good thing. Clear space around the Corporate Logo keeps it from being confused with text, imagery, or other graphic elements surrounding it.
 
There are specific legal rules that govern and protect our brand. If your customer, partner, or vendor requests one of our logos, you can fill out this form for Brand and Legal review. To make the request process faster, have an idea of how the customer wants to use the logo, the timeline, comps showing how the logo will appear, and where the logo will live. Remember to only share logos once you have permission.
 
Simple: Say something. Each and every one of us is a Salesforce brand ambassador. Post the old logo on the Brand Central Chatter group feed, and tell us where you found it so we can chase it down. We need your help to keep our brand beautiful and consistent across the globe.