Asana brand guidelines
Download this simple kit to learn more about using the Asana logo in conjunction with our trademark guidelines.
Logo
The horizontal logo lockup is our primary logo and should be used for most communications.
The vertical lockup should only be used when there are space or size constraints, but the context requires showing the Asana symbol and wordmark, such as on a digital display.
Clearspace
The clear space zone ensures the legibility and impact of the logo by isolating it from competing visual elements such as text or supporting graphics. This clear space should be considered as the absolute minimum safe distance. In most cases, the logo should be given even more room.
Clear space for both lockups is equal to the height of the symbol.
Color
Our logo is two-colored: the symbol should always appear in coral, while the wordmark appears in black on white or light grey backgrounds.
When the logo is placed on a black background, the symbol should appreal in coral while the wordmark appears in white.
Logo don'ts
Don't use past versions of the Asana logo.
Don't recolor the logo. The logo should only appear in the approved color combinations shown above.
Don't apply any effects or drop shadows to the logo.
Don’t use the symbol by itself.
Don't use secondary brand colors as backgrounds. The logo should only appear on the approved background colors shown here.
Don't use the wordmark without the symbol.
Partnerships
When pairing the Asana logo with a customer logo, both should appear equal in size and optically balanced. In all logo variations, the space between the logos should be the width of Asana's three dots symbol.
In Asana-led co-branding, the Asana logo should always be to the left or above the partner logo, depending on the arrangement.
Last Updated: June 25, 2026
Asana Trademark Guidelines
Asana’s Trademark Guidelines (the “Guidelines”) have been created to help our partners, licensees, and other authorized third parties (collectively, “You”) 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. Asana, the Asana logo, and combinations thereof are trademarks of Asana, Inc. and may be registered in the United States and/or other jurisdictions. Work Graph is a trademark of Asana, Inc. that is registered in the United States.
How to use (and how to not 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 identifying 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.