Skip to main content

Brand attributes

The GitHub brand attributes are the characteristics that define the brand's personality and guide our decisions. When something looks or feels GitHubby, you're experiencing these brand attributes. All five brand attributes are important. But in certain contexts and experiences, one or two attributes can step forward to take the lead.

Nerdy

We bring Nerdy to the brand by walking the walk, but not in an overtly showy way. We don’t sweat the details, we relish in it.

CopyBe precise. Use exact language and punctuation. Embrace technical language—bonus points for making it even more approachable as you go. Highlight interesting and expert voices—from influencers to hobbyists—whenever possible. Celebrate the big and the small, whether it’s training an algorithm to play Atari or creating programs that visualize black holes.
DesignEmbrace monospace fonts and code-inspired elements. Use precise grids and mathematical proportions. Make complexity beautiful through thoughtful information hierarchy.
ExperientialDive deep into technical content with extended session times. Offer hands-on workshops with real tools and datasets.

Confident

We bring Confidence to our brand by putting our best foot - our product - forward. We believe in the power of our tools and aren’t afraid to brandish it.

CopyUse clear, concise language that demonstrates your knowledge of the topic. Speak with authority when presenting solutions. Explain problems and solutions with technical expertise in an approachable way.
DesignCreate vision with colorful, detailed visuals. Anchor layouts with striking headlines and subtle detailed layouts. Be consistent, set high quality defaults and patterns.
ExperientialDeliver on promises, follow through on commitments. Feature authoritative speakers who can definitively answer complex questions.

Authentic

We are true to ourselves, our products, and our community above all else.

CopyBe conversational. Use short, plainspoken sentences. Avoid unnecessary jargon and marketing language.
DesignUse clean, uncluttered layouts with plenty of white space. Embrace expressive illustration through mascots, shapes, and storytelling. Create moments of delight through animation and interaction.
ExperientialEncourage attendee interaction and networking through activities and demos. Keep production values high but not flashy.

Imaginitive

We go beyond what’s expected to bring soul and magic into the experiences people have with GitHub.

CopyBe aspirational and share the bigger picture. Capture the creative soul of developers. Encourage dreams for a different, better future.
DesignCreate impactful moments, break conventions. Push concepts, mix abstraction with clear visual signifiers.
ExperientialTransform familiar spaces into glimpses of the future. Create moments of wonder with demonstrations, “what if” scenarios, and hands on prototypes.

Empathetic

We listen to our developers and customers first, and we don’t always assume that what’s best for GitHub is best for them.

CopyAlways consider accessibility and optimize for readability. Focus on your reader—use “you” more than “we”. Use words and descriptions that help people accomplish something.
DesignConsider contrast, context, and type size in every deliverable. Meet people where they are with clear queues, symbols, and layouts.
ExperientialCreate clear wayfinding. Offer multiple ways to participate (in-person, virtual, asynchronous). Include diverse speakers and perspectives.