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Our visual identity pays homage to our journey as a company. It has evolved as Greenhouse has grown. It makes our mission and purpose tangible. And it provides us with a distinct and consistent way to tell our story.
Our visual identity is human and warm. Each communication should be simple and direct. We strive to make our experiences distinct but always remain consistent with our design system. No matter whether the form is formal, casual or even a little weird, we always embrace the things that are uniquely Greenhouse.
Our logo is connected and conveys the notion of growth through the rounded elements that emerge from one letter to the next.
At the center of the Greenhouse identity is our wordmark. It’s how our audience recognizes our name and quickly associates our message with our brand. It is one of our most sacred assets.
The “g” icon can be used as shorthand for the full wordmark, but never as a decorative element.
If no other Greenhouse branding is present or the user is being introduced to the brand for the first time, use the wordmark.
If other Greenhouse branding is present or the user has already been introduced to the brand, the icon may be used.
Greenhouse is a platform, not a series of one-off products. Individual product treatments create a consistent brand experience without color-coding, icons or other added elements.
The full treatments for Greenhouse Recruiting and Greenhouse Onboarding are the only two product logos in our system.
Our color palette is inspired by modern and historical botanicals found throughout the world.
Our primary color palette are the key colors used most often in our branding. Variations are provided in extended and expanded palettes. If there is a need, such as creating color hierarchy or increasing readability, the other palettes may be used.File formats are in .ASE (Adobe Swatch Exchange). If you need a different format, contact the Brand team.
The text color used in each color block meets the Web Content Accessibility Guidelines (WCAG) 2.1 AA for people with low vision. Whenever you put text on top of these solid colors, make sure to use the correct text color to ensure optimal contrast.
Note that the darkest text color should always be set in #15372c (Evergreen), not black.
Greenhouse Green
RGB: 36, 164, 127
CMYK: 78, 11, 65, 1
Hex: #24A47F
Pantone: Green C
Evergreen
RGB: 21, 55, 44
CMYK: 89, 50, 76, 60
Hex: #15372C
Pantone: 5467 C
Iris
RGB: 53, 116, 214
CMYK: 78, 55, 0, 0
Hex: #3574D6
Pantone: 660 C
Marigold
RGB: 255, 165, 46
CMYK: 0, 41, 91, 0
Hex: #FFA52E
Pantone: 137 C
Zinnia
RGB: 255, 101, 25
CMYK: 0, 75, 99, 0
Hex: #FF6519
Pantone: 1585C
Poppy
RGB: 221, 57, 43
CMYK: 7, 93, 96, 1
Hex: #D8372A
Pantone: 7620C
Ground
RGB: 239, 239, 239
CMYK: 5, 3, 3, 0
Hex: #EFEFEF
Pantone: Cool Gray 1 C
White
RGB: 255, 255, 255
CMYK: White
Hex: #ffffff
Pantone: white
Green and white are the primary brand colors. Supporting colors should be used as accents. The primary palette is organized here by size. The bigger the block, the more frequently it should be used.
Use the extended palette when additional color hierarchy is needed.
Greenhouse Green 1
RGB: 0, 133, 97
CMYK: 87, 24, 75, 9
Hex: #008561
Greenhouse Green
RGB: 36, 164, 127
CMYK: 78, 11, 64, 1
Hex:#24A47F
Greenhouse Green 2
RGB: 76, 179, 152
CMYK: 68, 6, 51, 0
Hex: #4CB398
Evergreen 1
RGB: 3, 28, 23
CMYK: 82, 60, 69,79
Hex: #031C17
Evergreen
RGB: 21, 55, 44
CMYK: 89, 50, 76, 60
Hex: #15372C
Evergreen 2
RGB: 51, 82, 71
CMYK: 77, 48, 67, 38
Hex: #335247
Iris 1
RGB: 5, 74, 178
CMYK: 95, 79, 0, 0
Hex: #054AB2
Iris
RGB: 53, 116, 214
CMYK: 78, 55, 0, 0
Hex: #3547D6
Iris 2
RGB: 87, 139, 221
CMYK: 65, 40, 0, 0
Hex: #578BDD
Marigold 1
RGB: 25, 133, 0
CMYK: 0, 58 100, 0
Hex: #FF8500
Marigold
RGB: 255, 165, 46
CMYK: 0, 41, 91, 0
Hex: #FFA52E
Marigold 2
RGB: 255, 183, 86
CMYK: 0, 32, 75, 0
Hex: #FFB756
Zinnia 1
RGB: 25, 133, 0
CMYK: 0, 58 100, 0
Hex: #FF8500
Zinnia
RGB: 255, 165, 46
CMYK: 0, 41, 91, 0
Hex: #FFA52E
Zinnia 2
RGB: 255, 183, 86
CMYK: 0, 32, 75, 0
Hex: #FFB756
Poppy 1
RGB: 181, 38, 23
CMYK: 20, 97, 100, 2
Hex: #B52617
Poppy
RGB: 221, 57, 43
CMYK: 7, 93, 96, 1
Hex: #D8372A
Poppy 2
RGB: 227, 86, 76
CMYK: 6, 81, 72, 0
Hex: #E3564B
Ground 6
RGB: 181, 181, 181
CMYK: 30, 24, 24, 0
Hex: #B5B5B5
Ground 7
RGB: 216, 216, 216
CMYK: 14, 11, 11, 0
Hex: #D8D8D8
Ground
RGB: 255, 183, 86
CMYK: 0, 32, 75, 0
Hex: #FFB756
The expanded palette should be used in more complex visual applications, such as infographics or diagrams.
DownloadOur sans serif typeface is designed for functionality, while our serif typeface adds a human element. In general, keep typography as simple as possible by using minimal styles.
The Greenhouse brand identity includes two typefaces – no other fonts should be used. The following outlines the use cases for each typeface.
Untitled Serif is our brand voice typeface. It should be used for headlines only. Never set subheads, body copy or any long text in Untitled Serif.
Untitled Sans is our utility typeface. It should be used for everything except headlines. When in doubt, use Untitled Sans.
It is important to maintain a consistent typographic voice for various types of information. Be sure to use the correct typeface for each use case.
Here are a few examples of typography in use.
At Greenhouse we believe companies succeed because of great people. We help every company become great at hiring. Learn how at greenhouse.io
Untitled Serif Regular
Untitled Sans Regular
At Greenhouse we believe companies succeed because of great people. We help every company become great at hiring.
Untitled Serif Regular
Untitled Sans Medium
Untitled Sans Regular
At Greenhouse we believe companies succeed because of great people. We help every company become great at hiring.
Untitled Sans Light
Untitled Sans Regular
Use the following rules for line spacing when setting text:
Type size x 1
Type size 72 pt
Line spacing 72 pt
Type size x 1.27
Type size 28 pt
Line spacing 35.56 pt
Type size x 1.3
Type size 20 pt
Line spacing 26 pt
At Greenhouse we believe companies succeed because of great people. We help every company become great at hiring.
Text should only be set in the following colors:
For G Suite (Google Docs, Slides, Sheets) use Merriweather Serif for Untitled Serif and Nunito Sans for Untitled Sans.
Photos should feel natural and human. Subjects should be engaged and project a sense of warmth.
These photos are approved to use in various assets such as presentation decks and customer-facing communications. Please contact the Brand Team if you have specific photography needs.
Please use the following photographs of the Greenhouse Executive Team. Do not use photos found in social media or internet searches.
Confident
Warm
Focused
Inspiring
Natural
Diversely human
The people we showcase in Greenhouse photography should appear driven, passionate and hardworking, not bored or aimless. Subjects should be engaged with the camera, another person or work.
Our brand photography should feel intentionally captured, not caught in an awkward pose or daydream. Candid photos are OK as long as they feel purposeful.
From clothing, hair and makeup to the workplace setting, Greenhouse photos should feel authentic and not like a set with models and props.
The people in Greenhouse photos should appear welcoming and friendly, even if in a serious meeting or having a tough conversation.
Our brand photography should depict professionals that viewers can aspire to be, regardless of their role, title or rank.
Imperfections are what make us real. Our photos should show as many different shapes, sizes, colors, and types of people as possible.
Natural light should be prioritized over artificial lighting. This will help photos feel authentic and not staged.
Photos taken in daylight hours should be prioritized as the standard work time is during the day. With that in mind, night photography is OK as long as it is clear the subjects are working.
Greenhouse photos should have a consistent look and feel, regardless of the office environment or subject matter.
Greenhouse photos should always be used in color, and should feel light and bright.
Photo saturation should be slightly muted to create consistency across photos with warmer and cooler tones.
Greenhouse photos should feel like genuine workplaces and settings with authentic props. Including quirky personal items in the shot is OK, as long as it’s not overly cluttered or busy.
People should tell the story in our photos, not objects.
Whenever possible, try to select photos that have greenery or plant life present.
When selecting photos of individuals, prioritize portrait-style shots whenever possible.
Portraits should not be seated studio headshots, but attention should be focused and directed at the camera.
Portraits should be captured in work or work-like environments. Solid backgrounds are OK but should have some texture.
Poses can vary and should be confident, heroic and strong.
There will be times when you need to select photos of individuals that are not portrait style. When doing this, please keep our photography principles in mind.
For photos showing groups of people, they should appear active and at work. Avoid selecting photos that feel like a moment in passing. Whenever possible, subjects should be looking directly at the camera or in the direction of the camera.When selecting photos of groups, prioritize images with a diverse group of people, rather than people of the same age, race, or gender.
Photos of technology can be used to showcase the brand website, guidance content, or our products.
Images of desks and screens can look slightly more staged, but should still feel human, and have personality. Props should seem like real items someone would own. Desks should feel as though someone just stepped away, but should not be messy.
Any devices featured should be current and modern.
If two photos are layered, the overlap should be slight. It should not distract from any key elements of an image and take place over white space or the background.
If both photos have people, the people should either appear to be either roughly the same size, or distinctly different sizes.
Do not layer more than two photos together.
Classical botanical illustrations, a key part of the Greenhouse heritage, can be combined with fingerprint leaves. This adds a unique and human element to our visual language.
Our illustration style combines the silhouette of a leaf and the texture of a fingerprint. This brings together plants and a human element to create a distinct visual language.
The fingerprint sits inside the leaf silhouette and should maintain the inherent texture of the print. The silhouettes should feature multi-segmented or multi-leaf shapes to ensure they are seen as both a leaf and a fingerprint.
A scaled set of fingerprints has been created in three different sizes to ensure they are in proportion with the size of the collateral.
Botanical illustrations are used to reinforce Greenhouse’s existing brand equity and emphasize both the technical and organic aspects of growth.
The fingerprint sits inside the leaf silhouette and should maintain the inherent texture of the print. The silhouettes should feature multi-segmented or multi-leaf shapes to ensure they are seen as both a leaf and a fingerprint.
Botanical and fingerprint illustrations can be combined using the principles outlined below.
Align compositions
Overlap at the point of similarity
Fingerprint always sits on top
Use illustrations with similar characteristics
The top layer is for text and information
Botanicals always sit below information and fingerprint layers
Do not overlap illustrations to distort clarity
Do not misalign illustrations
Do not use different scales of illustration
Do not use more than two illustrations
Do not misalign the subject and illustration
Do not use a botanical, fingerprint and photo
Do not cut off illustrations
Do not place botanicals over photography
Do not use illustrations as decoration
Do not overscale illustrations
Do not use more than one fingerprint
A simplified approach to product imagery helps us communicate overall concepts and features without getting too in the weeds.
Greenhouse product illustrations should be used in most marketing situations, and anytime you need to communicate general ideas about product concepts, features and functions.
Product illustrations should never be used in a "how-to" scenario of when the audience needs to see very specific details and content. In this case, use Product Team approved UI images.
Choose 1-2 key product moments that best communicate the intended objective. If an additional key data detail is desired, a third moment can be included, but shown at a smaller scale. Avoid over-cluttering the layout with more than 1-2 key moments, as the messaging will lose focus and clarity.
Highlight only the most important product moments you want to feature. Use simplified styling for non-essential content to round out the illustration. Keep text and data points to a minimum. Avoid extraneous detail, as key moments have the potential to become lost and overrun.
Be mindful of scale and legibility, as illustration assets will need to be experienced at a variety of viewport sizes.
Remember that going too large will overwhelm the viewer, and going too small will make it difficult to appropriately experience the narrative.
Our icons and infographics pick up the curvature and connection of the Greenhouse logo. Do not use icons and infographics as decoration.
We have a limited set of custom primary icons that represent key concepts, functions and ideas having to do with Greenhouse products and offerings. Never introduce your own or create new icons. Icons should be used very sparingly.
Our primary icon library is built using the same geometry as our wordmark. If you require an icon that is not currently in the library, please contact the Brand Team.
Icons should be used when they are additive to the information presented. Never use icons as decoration or to fill in blank space. Brand icons should never be smaller than 0.5".
When visualizing data, use simple infographics. Keep them in our brand colors, use a circular theme and connect elements when possible. Additional infographic assets and guidance is being developed. Please contact the Brand Team if you have an infographic question.
These are some examples of common infographics:
Dot chart
Donut chart
Timeline
Line graph
Bar chart
Typographic information
Motion should be very simple. Movement should imply fluid growth and a sense of organic, upward momentum.
Animation should feel fluid, intentional and controlled. Base animations on the growth of shapes and upward movements.
Our brand in motion is built on two growth principles:
Growth shape
Shapes, illustrations and other content can grow out from a singular point.
Growth movement
Typography, messaging and other graphic elements should come into frame from below, always growing upward.
Animation examples
Icon animation
Wordmark animation
Wordmark + tagline animation
Intros
Transitions
Overlays
Lower-Thirds
Sections
End cards
End cards + call to action
Social
