Our Brand Promise articulates what customers can consistently expect from the brand.

Our Experience Principles are informed by research-based highlights that show where the industry or brand is currently at, and how we want to implement change to stand out and grow — informing how we look and how we feel.

Our Brand House brings together all our strategic components and crystallises what really matters about our brand and business.

Our tone of voice characteristics align with our conviction, promise and experience principles. We should keep these front of mind when creating any written content.

Our messaging framework distils how we express Coder’s value at every level — from big-picture brand belief to functional proof — using language that reflects our ToV.

Our key messages communicate the key capabilities, differentiators and values of our company. The way we express them helps to make our messages more memorable and unique to our brand.

These rules lay the foundations for our brand voice and should be maintained at all times to ensure consistency and professionalism.

The Coder logo is one of our most recognizable assets — used across all our brand touchpoints for a unified experience.

We use our primary logo in most cases. But if we’re restricted by sizing limitations (such as the website favicon our social avatars), we use our shorthand logo — which carries the same aesthetic and sentiment as our primary logo.

Our logo works best when it has space to breathe, utilising vast open spaces. Our minimum clear space is defined by the height of our logo. However, when using our shorthand logo, we use half of the height of our logo to define the clear space.

When it comes to color, we like to keep things simple. We only use White or Black version of our logo. Make sure to check out the Color section of our guidelines for all color values.

Our logo works best in motion. Rooted in the world of programming, our logo animation symbolizes our ready-to-code environments and signals what’s yet to come.

It’s important that our logo is consistent and legible at all times. Try to avoid some of these common misuse examples when using our logo.

Charming and characterful, our unassuming brand brand device, Blink, lives within our logo as the block cursor. Blink drives the entire Coder experience, injecting emotion and personality into every touchpoint to unlock the unlimited potential of Coders all around the world.

With a range of expressions, Blink’s playful movements demonstrate the joy of building, and reflect everything from moments of transition to moments of success.

While Blink’s expressions are often charismatic and playful, it also has a series of functional behaviours that help us build brand attribution across all our marketing material — whether static or in motion.

While Blink is often seen as a simple 2D block cursor, we also have moments of transition into the world of 3D space, creating glass-like textures that symbolize the clarity and openness that our products enable.

We use a variety of angles and crops in both light and dark mode to create a flexible visual system. While both modes are used across audiences, dark mode is primarily aimed at developers, and light mode at enterprise leaders. This isn’t a strict rule, rather a guiding principle. Aim for an 80/20 usage split in favor of the intended audience for each mode.

When we want to be a little more subtle, we can use surface reflections from our supergraphic, allowing us to dial down our visual expression as and when we need to.

Our primary typeface, Lay Grotesk, allows us to build simplicity and clarity into our identity, and visually reflects our tone of voice.
 We use Stylistic set 2 of Lay Grotesk for all headings and Stylistic set 1 for all body copy. Stylistic sets can be found in the type settings menu of Figma and all Adobe programmes.

To create a balance between our brand’s emotive character, we use FT System Mono for all labels, technical details and eyebrow headings. We can also use our Secondary Typeface in code terminals and for more technical-looking decorative purposes.

When our primary and secondary typefaces aren’t available, we can use our system fonts for our headings, sub-headings and body copy. This includes platforms like Google Slides, shared documents, or other environments where embedding licensed fonts is not possible. We use these with the same rules as our brand typefaces.

From imagery to ads, our portraiture captures the essence of clarity, openness, and empowerment through the lens of our customers. Photography should feel light, warm and optimistic showcasing genuine human emotion and capturing the lives of all kinds of Coders. This collection of images sets the benchmark for Aria’s art direction and photographic style.

We also utilise imagery that captures vast open spaces from the natural world that conveys the freedom to build.

Our color grading enhances imagery by bringing in warmth and richness, creating a sense of optimism and approachability. The subtle adjustments elevate natural tones, adding depth and vibrancy to the visuals.

Our iconography supports our written messaging. We often use icons to emphasise product features and benefits. Icons are created on a 30px x 30px grid as a foundation.

We have created a number of icons for use across our website and other marketing material — all following the same style and aesthetic to create a consistent suite of icons that are unique to Coder.

Our brand uses both dark and light modes to create a flexible, consistent visual system. Dark mode reflects a developer-focused aesthetic, while light mode aligns more with the expectations of enterprise leaders. Though both modes can be used across audiences, we follow an 80/20 split as a general guideline, not a strict rule.