Introduction
Slack-hosted events include our flagship and Frontiers conferences, as well as third-party events where we appear as an independent brand. These events lead with Slack branding, and the following guidelines offer more specific ways to apply our brand to elements throughout the space.
For all events with a Slack presence, use our brand values as your guiding principles: empathy, courtesy, playfulness, craftsmanship, solidarity and thriving. For more details, see
brand values.
Design
At Slack-led events, lead with Slack branding. Start with our foundational brand elements:
typography,
color,
photographyhapes,
shapes and
emoji. Then keep these guidelines in mind as you bring to life physical and virtual spaces.
Typography
Our brand fonts are Larsseit and Slack Circular. Use Larsseit for headlines. For headings on embedded or printed collateral, always typeset it with optical kerning and use sentence case. Do not set in all caps or all lowercase.
Use Slack Circular for all other text, including paragraphs. For embedded or printed collateral, always typeset it with optical kerning. Default to sentence case—title case is okay for proper nouns and attributions. Reserve all-caps treatment for eyebrows and buttons, and never set type in all lowercase.
Download fonts
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Color
Core palette
Use when establishing a core Slack presence and in high-impact branding and entry moments. Also default to the core palette for web and digital promotion.
Secondary palette
Use in tandem with our core palette so as not to overwhelm a physical space with overly saturated colors. Use also to designate spaces and specific touchpoints, such as stages, demo areas and wayfinding.
Shapes
Pair brand shapes with a tonal color palette to create backgrounds or patterns. The shapes should be neatly placed adjacent to each other in a grid-like pattern without padding or gaps between. Don’t overlap shapes in a pattern. For more guidance, see
shapes.
Emoji
Use emoji sparingly to add brand personality and a sense of delight. They work best within brand activations and on-screen content, rather than serving as a core conceptual idea. Never use emoji in place of words or to create directional signage (e.g. emoji arrows). Always use our approved, Joypixel emoji set not system defaults. For more guidance, see
emoji.
Use emoji sparingly to add brand personality and a sense of delight. They work best within brand activations and on-screen content, rather than serving as a core conceptual idea. Never use emoji in place of words or to create directional signage (e.g. emoji arrows). Always use our approved,
24 Joypixel emoji set not system defaults. For more guidance, see
emoji.
Use emoji sparingly to add brand personality and a sense of delight. They work best within brand activations and on-screen content, rather than serving as a core conceptual idea. Never use emoji in place of words or to create directional signage (e.g. emoji arrows). Always use our approved,
Joypixel emoji set not system defaults. For more guidance, see emoji.
Illustration
We typically do not feature illustrations at Slack-led events. This includes both Slack and Salesforce illustration styles. However, a Salesforce demo or content station at a Slack event may feature the Salesforce illustration style.
Don’t use illustration in place of icons
Don’t use Salesforce illustrations on Slack content
Photography
Lifestyle
Lean on lifestyle photos and previous event shots for web and event promotion.
Still life
Pull from our library of still life images for physical and virtual spaces.
Experiences
At Slack-led events, our brand should come through at every touchpoint, with elements thoughtfully chosen for how they can add delight and manifest a sense of belonging.
Furniture
Clean and modern
Think clean lines and simple styles—nothing skewing industrial or rustic.
Refined neutrals
Choose neutral colors for large furniture items so as not to overwhelm the space—our logo colors are too saturated and hard to color match to fabric. Stools and chairs in harder materials can be more colorful, but in small numbers.
Texture and comfort
Use rich textures to add visual interest to understated fabric colors. Opt for attendee comfort in both shape and style.
Elements of nature
Plants and elements of nature help us bring warmth and life into event spaces of all kinds. They also establish a connection to Salesforce, whose brand and events heavily feature natural elements.
When choosing elements of nature for Slack-led events:
- Incorporate greenery and live plants, choosing tropical and desert-inspired plants over dense foliage or evergreen styles
- Use turf instead of carpet where applicable
- Use natural wood tones
Signage
Signage should, above all, be clear and helpful to attendees.
- Scale branding elements and playful messaging according to the purpose of the signage
- Never use emoji in place of words on signage; default to icons for clarity
- Use title case for location and demo signage; default to sentence case for any headlines that read as a complete sentence
Remember that the Slack from Salesforce logo must be placed on signage wherever data is being collected, including demo stations, registration areas, exterior wayfinding and welcoming moments.
Informational
Label spaces with light branding (Slack logo or mark) and straightforward messaging.
Wayfinding
Bring attention to wayfinding by dialing up branding elements and visual appeal. Playful messaging is okay, but secondary. On interior signage, use the Slack logo or mark; on exterior, the Slack from Salesforce logo.
Inspirational
Create high impact moments by leaning into the best of our brand design and language. Use the Slack from Salesforce logo for welcoming moments; use the Slack logo for photo opportunities.
Salesforce characters
To reinforce the power of Slack as a secure and powerful workplace tool, do not feature characters on Slack content. Choose from approved brand design elements and photography.
Characters are acceptable surrounding Salesforce demo stations but should be isolated to those areas.
Customers
Aim to feature and highlight customers at all Slack-led events. Customers can appear in:
- Keynote and session content
- Demos
- Signage (“customer heroes”)
Choose customers based on your audience and region, with a preference for customers of both Slack and Salesforce. Use Slack branding, including the Slack logo, for design treatments. See
slack.com/customer-stories for inspiration.
Demo stations
Demo stations promoting Slack content should feature the Slack from Salesforce logo. Demo stations promoting Salesforce content can lean further into Salesforce branding and use their logo.
Digital content
Continue to lead with Slack branding on digital content and virtual experiences. Follow the guidance outlined in these guidelines, consulting our
motion and
video guidelines as needed. Similar to signage, prioritize the attendee and their needs: Aim to make experiences easy to navigate.
Use the
Slack global presentation template as the design foundation for all presentations. Make sure to include the Slack from Salesforce logo on places where data sharing occurs unless legally covered by the footer.
Giveaways and swag
When selecting swag, make sustainability a priority. The most sustainable option is to reduce or eliminate physical swag—and to select swag with these qualities in mind.
High quality
Feels more premium, might be a recognizable brand name, and is durable.
Useful
Offers real, practical value to attendees in the form of information or a physical object. Its use feels aligned and appropriate to Slack.
Memorable
Highly unique or particularly delightful. Something an attendee would remember and might even share on social media.
Swag can also be a thoughtful way to make our Salesforce customers and counterparts feel welcome. Consider incorporating Salesforce brand elements into small giveaways like lanyard pins.
Please purchase swag through Boundless, our preferred vendor, in our swag store (access via Slack Okta). For more guidance, see
emoji.
Swag can also be a thoughtful way to make our Salesforce customers and counterparts feel welcome. Consider incorporating Salesforce brand elements into small giveaways like lanyard pins.
Please purchase swag through Boundless, our preferred vendor, in our
W swag store (access via Slack Okta). For questions, reach out in
24 help-slack-swag not system defaults. For more guidance, see
emoji.
Swag can also be a thoughtful way to make our Salesforce customers and counterparts feel welcome. Consider incorporating Salesforce brand elements into small giveaways like lanyard pins.
Please purchase swag through Boundless, our preferred vendor, in our
swag store (access via Slack Okta). For questions, reach out in
help-slack-swag. Always adhere to brand guidelines when designing swag.
Activations
Activations are a great opportunity to engage attendees and manifest Slack in a high-impact way. They range from inspirational to educational, with our most successful executions balancing both. Similar to swag, activations should be high quality, useful and memorable.
Inspirational
Our “wow” moments that lean on playfulness and delight. These are social-media ready and create affinity and love for the Slack brand. They are usually more passive experiences, requiring minimal effort from attendees.
Educational
Teaching moments that keep things light and digestible—they don’t feel like “work.” Gives attendees an opportunity to actively participate in some way, by physically engaging with the content or controlling the pace of their learning.
Field events
These scaled, repeatable programs leverage pre-built design templates and primarily operate as a self-serve model. Formats range from intimate invite-only roundtables to interactive events focused on specific topics or lines of business.
Strategic events
Our strategic events include our flagship conference, Slack Frontiers, as well as our regional tour series. These have a distinct, evergreen style that is used across pre-built templates and existing CMS systems.
Slack at Salesforce events
When Slack appears with Salesforce (either at a third party or Salesforce-hosted event), follow these guidelines to lead with the Salesforce brand:
Slack at Salesforce events
Usage
Here are a few things that we’ve learned after doing this a few times.
Don’t install the “s” upside down
Don’t install octothorpe in the wrong orientation
Don't lean too much on playfulness at the expense of sophistication and craftsmanship
Don’t use Salesforce characters to promote Slack
Don’t create Salesforce giveaways
Don’t use Salesforce characters as decor
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