Asana brand guidelines
Asana style guide
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 full logo, e.x. 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.
Clear space for both lockups is equal to the height of the symbol.
Color
Our logo is two-colored: the symbol is coral, while the wordmark changes with the background color. A dark coral wordmark should be used on bright coral or white.
A bright coral wordmark should be bright coral on dark coral backgrounds.
Our one color logo should only be used when there are color restrictions due to technical reasons, e.x. black and white printing. A black symbol and wordmark should be used on white.
A white symbol and wordmark should be used on black.
Only use the category claim version of our logo if asked to do so by the Asana Brand Marketing team. Otherwise, use the primary horizontal version with no category claim.
Partnerships
When pairing our logo with a partner logo, both logos should feel equal in size. The scale of the logos should be optically balanced. The distance between the Asana logo and the partner logo should be the width of 1 symbol.
The Asana logo should always be on the left side and the partner/sponsor logo always on the right. The two logos should always be horizontally centered. The Asana wordmark and the partner logo should be in the same color. If possible, partner logos should use Asana color palette.
If the partner logo has to remain in its original color, the Asana lockup can be white and placed on a background that uses the color of the partner.
Common mistakes
Don’t use 1-color logo on color backgrounds.
Don’t change the color of the symbol.
Don’t add a drop shadow or glow to the logo.
Don’t use the symbol by itself.
Don’t place the logo on a coral background.
Don’t apply partner brand colors to the logo.
Last Updated: May 10, 2022
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.