As people become more familiar with GitHub, we can begin to move introduce new or different brand elements to celebrate their level of brand engagement and affinity.


Brand as a spectrum

GitHub brand spectrum

Like our product and platform, people don’t need the same things when it comes to our brand. Someone who has never used GitHub has no context about what the product does, how it works, or how it feels to use it. As such, they require a more consistent brand experience for their first touch points to make them more familiar with us.

On the flipside, someone experienced with GitHub as a superfan has a significant and often emotional history with our platform and company. They have formed an opinion about us, so therefore immediate brand recognition is less important for them.

We use this scale to illustrate how to be more strict with our guidelines for brand new users, while loosening the rules through custom design work for those farther along their user journey.

Brand assets

GitHub brand spectrum assets

When thinking about design iteration and overall creativity of our work, much of that should happen on the right side of the spectrum. Our core tenants should be infinitely less malleable to help us maintain a consistent experience for our new users.

See above for how we utilize different brand tenants, and how our Design team determines when to strategically depart from them.

Example projects

Example GitHub brand spectrum projects

Primary entry paths for people new to GitHub should be as close to our brand mainstays as possible. This includes the Invertocat, our logotype, core typography, and color system. Similarly, those entering through partner channels should utilize these core brand assets and tenants.

Only GitHub can decide when and how to move away from the brand assets and guidelines established in this document.