Asana Brand Guidelines

Asana Style Guide

This simple kit is for using the Asana logo in conjunction with our trademark guidelines.

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Logo

This is our primary logo. Note the horizontal lockup.

When the primary logo doesn't fit your composition, use the vertical lockup.

Clearspace

Our logo should always have space to breathe.

We call the space around our logo the red zone. Please don't put stuff in it.

Color

On light backgrounds, use our full-color logo.

On dark backgrounds, use our full-color logo with white text.

Printing one color? Use our navy logo.

On darker colored backgrounds, use our white logo.

Logo don'ts

Please don't use our three dots alone.

“Asana” should never be used without our three dots.

Please don't change the color of our three dots

Please kindly refrain from using a grayscale version of the logo.

Rastafarian themes are not part of our brand... yet. Please don't use this or other themes with our logo.

We love gradients, but using one in the logo isn't permitted.

Emoji are everywhere, just not in the logo.

Stay tuned for our fidget spinner rebrand. (Kidding!)

Last Updated: March 10, 2021

Asana Trademark Guidelines

Asana’s Trademark Guidelines (the “Guidelines”) have been created to help our partners, licensees, and other authorized third parties understand how to use Asana’s brand assets correctly, including Asana logos, trademarks, service marks, and any other word, name, phrase, image, or other designation that identifies the source or origin of any of Asana’s products or services (“Asana Brand Assets”). You are permitted to use the Asana Brand Assets only in accordance with these Guidelines and the Asana Style Guide above. Any use of the Asana Brand Assets contrary to the Guidelines or Style Guide is prohibited. Asana reserves the right to revise or update the Guidelines and Style Guide at any time in its sole discretion.

The Asana Brand Assets are valuable Asana intellectual property. By using or making reference to any Asana Brand Asset, you agree to comply with the Guidelines and the Asana User Terms of Service. You also acknowledge that Asana is the sole owner of the Asana Brand Assets, agree not to challenge or interfere with Asana’s rights in its Brand Assets, and agree that all goodwill derived from use of the Asana Brand Assets inures only to the benefit of Asana. We may review use of our Brand Assets at any time, and we reserve the right to terminate or modify any permissions granted by Asana.

If you have a separate written agreement with Asana including, but not limited to, an Asana Global Community Program Agreement, Asana Together Agreement, or any other partnership agreement, that agreement may include different or additional terms concerning the use of the Asana Brand Assets. If so, please follow the specific guidelines in your agreement as well as these Guidelines. To the extent these terms differ, the specific guidelines in your agreement will control.

Asana Brand Assets

For purposes of clarification, the Asana Brand Assets include both registered and unregistered trademarks and service marks of Asana, including the Asana word mark, the Asana vertical logo and horizontal logo, the Asana logo comprised of 3 coral dots arranged in a triangular format used in connection with the Asana word mark, and other Asana slogans and taglines.

HOW TO USE (AND HOW NOT TO USE) ASANA BRAND ASSETS

You may only use the Asana Brand Assets in the most current form provided by Asana in the Asana Style Guide above and in accordance with these Guidelines, including the do’s and don’t’s outlined below:

Do not use the Asana Brand Assets as part of any of your own trademarks, logos, company names, icons, product or feature names, domain names, social media handles, or avatars. For example, do not physically combine or intermingle any Asana Brand Assets with your own trademarks or logo; they must remain separate.

Do not modify the Asana Brand Assets in any way, including by changing any colors or dimensions, obstructing or printing over any part of the asset, or adding your own design elements.

When you are designing your own website and marketing materials, do not imitate the distinctive look and feel of any of Asana’s website, apps, logos, trade dress, slogans, taglines, color scheme, icons, or marketing materials. Also, do not register or use a domain name that incorporates “Asana” or any confusingly similar term in the domain name itself.

Do not use any Asana Brand Asset in a damaging or derogatory way, or in connection with any social media or website that violates any law or Asana’s User Terms of Service.

Trademarks are adjectives; be careful when using any Asana trademark in text. Refrain from using any Asana trademark as a noun or verb, or in a plural or possessive form. For example, you can use the Asana trademark as an adjective followed by the appropriate noun identifiying the relevant product or service (e.g., “the Asana® collaboration work management platform”).

When you reference Asana, your reference must clearly and accurately indicate your relationship to Asana.

Do not use the Asana Brand Assets in a way that suggests or implies sponsorship or endorsement by Asana, or any affiliation with Asana, including but not limited to making the Asana Brand Assets larger or more prominently placed than your own house brand or trademark.

If you have questions about these Guidelines or proper use of the Asana Brand Assets, please contact legal@asana.com.

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