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THE BRAND
Meet our brand
About Slack
Our companyBoilerplate copy
Brand values
Values
Foundations
Logo
The Slack logoMarkClearspaceUnusual sizesBackgroundsUsage
Brand architecture
SalesforcePartnershipPrimarySecondaryUsage
Cobranding
IntroductionCobranding considerationsLogo usageRetired logosSlack branding elementsSalesforce branding elements
Colors
Core paletteSecondary paletteSpecial use palettesApplications
Typography
Type stackProduct fontSystem fallbacksLocalized languagesStyling typeApplications
Writing
Voice and toneCopy principlesLanguageStylizationUsage
Brand shapes
Types of brand shapesApplicationsDesign considerationsMotionTypes of brand shapes
Emoji
Emoji basicsDesign considerationsUsage
Expression
Illustration
Style principlesPurposeColor paletteObjectsPeopleSlack logoSlack blog illustrationsIllustration library
Photography
Photography styles
Motion
Slack motion design valuesAnimation principlesSlack logoBrand shapesBumpersTransitionsText animation2D animation3D design and animationProduct UICharacter animationStop-motion animationSoundUsage
Icons
Icon basicsDesign considerationsIcon stylesUsage
UI
Designing for UI screensHigh fidelitySimplifiedAbstractedWriting for UIUsage
Experiences
Events (Slack-led)
IntroductionLogo usageDesignExperiencesField eventsStrategic eventsSlack at Salesforce eventsUsage
Events (Salesforce-led)
IntroductionDesignUsage

Emoji

Use emoji as frosting, never as food. The right combination of words is worth a thousand emoji.
ACCESs emoji pack
ACCESs emoji pack

Highlights

  • No matter how fun, we take emoji seriously—follow our guidance for adding, choosing and designing around them
  • Always use our licensed Joypixel emoji pack, not system defaults or other emoji
  • Never use emoji in place of words, so that everyone can understand your message

Emoji basics

Emoji and reacji (emoji reactions) are core to both our playful personality and our product experience. As universally recognizable symbols, they help communicate simple ideas and convey emotion, feeling especially right in moments of welcoming, celebration and encouragement.
Emoji
Animated emoji
Reacji
Emoji should be additive and purposeful, not merely decorative.
  • Focus first on the message or core idea—then bring in emoji to add meaning.
  • Choose emoji that complement accompanying text, your idea and/or any other surrounding emoji.
  • Have some fun with it! If you’re overthinking it, you probably don’t need it.
  • Don’t use emoji when an illustration or an icon would work better.
It’s also important to use emoji in an inclusive way.
  • Never use emoji as a substitude for words; they can’t be translated by screen readers and they don’t always translate in meaning, either.
  • Limit your use of gendered emoji or those with specific skin tones.
  • Avoid emoji that could be sensitive to others or cause negative feelings.

Licensed emoji pack

Source emoji from our licensed Joypixel emoji pack. We even have animated emoji! Avoid legal trouble; don’t use other emoji packs or system defaults.
Access Joypixel emoji
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Access Joypixel emoji

Design considerations

Emoji can be placed on solid or color backgrounds within brand shapes or inside circles. In any case, backgrounds should come from our core or secondary color palette. Refer to our color page for specific guidance on color.
Select a background color with high contrast to the emoji’s colors
For brand shapes, use grey, white or an approved tonal pairing with the background
Reacji outside of the Slack UI can be placed on a grey, white or tone pairing from background color

Reacji structure

Use reacji in product references that show shared experience and connection.
Please follow the approved reacji structure and set the number in Lato Regular. Use black or white copy depending on reacji container color.

Usage

Don’t use unlicensed emoji packs, including Apple emoji (sorry Apple, it’s a legal thing)
Don’t replace words with emoji
Don’t use unapproved fonts in reacji
Don’t pair emoji with a low-contrast color background
REQUESTS OR QUESTIONS?
Let us know how we can help:
slack-brand-center-help
brand@slack-corp.com
Meet our brand
About SlackBrand valuesSlack name
Foundations
LogoBrand architectureCobrandingColorsTypographyWritingBrand shapesEmoji
Expression
IllustrationPhotographyMotionVideoSoundIconsUI
Experiences
Slack-led eventsSlack at Salesforce eventsCMSEmailSpacesuit
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