Brand guidelines
Gamma wordmark
Our core brand logo is our wordmark—made with custom type to capture a sense of motion, imagination, and endless flexibility. This wordmark should be the go-to choice for most standard logo needs.
Wordmark —
Megaphone Variations
Our logo is designed intentionally to stretch and flex.
We also have three extended versions of our logo that can be used in select instances to add dynamism and motion to any layout.
These versions should only be used in place of our primary wordmark, never alongside it. These logos should also only appear when they’re large enough to be easily legible—generally at least half an inch high at the smallest point.
These versions should only be used in place of our primary wordmark, never alongside it. These logos should also only appear when they’re large enough to be easily legible—generally at least half an inch high at the smallest point.
Avatar —
Structure
Not just a letter—a portal for ideas. It represents sharing, launching, and sending your work into the world.
In places where our full wordmark won’t fit—such as social media profiles and stamps—we use our brand avatar instead.
Wordmark —Clearspace
Always give our logo room to breathe. Don’t crowd it up against other elements unnecessarily. While the rules are flexible and depend a lot on your layout, a good rule of thumb is to leave about a M’s worth of space between the logo and any other elements on the page.
Wordmark —
Partner Lockups
When our logo appears alongside a partner, pair them thoughtfully.
When locking up our logo with any brand partners, we generally use a thin vertical dividing line. The two logos should be one Gamma M distance apart, with the dividing line directly in the center.
Any partner logo should be sized to match our wordmark height vertically—regardless of which one is longer horizontally.
Avatar —
Floating G
Our Floating G avatar can be used in place of our wordmark, as long as it has a portal (shadow) and a tilt.
Our Floating G avatar is a perfect choice for many places where using our full wordmark isn’t practical.
Don't mix the logos
Always keep our wordmark and our avatar separate.
Our avatar should never be locked up with our wordmark—as the different elements are designed only to be used separately.
Anytime where a standalone logo that includes our name is needed (for things like press appearances or event sponsorships), simply use our wordmark. Reserve our avatar for uses where our full wordmark doesn’t fit.
Anytime where a standalone logo that includes our name is needed (for things like press appearances or event sponsorships), simply use our wordmark. Reserve our avatar for uses where our full wordmark doesn’t fit.
Example usage
Our avatar should be used
in place of our wordmark,
not alongside it.
Using both our wordmark and our avatar on the same page can immediately feel redundant, and should generally be avoided. Instead, if there’s space for our wordmark, let that lead the design, and reserve our avatar for uses where our full wordmark simply cannot fit.
Logos — Incorrect Usage
Typography — Overview
Typography — Overview
Our two core brand typefaces are ES Build from Extraset Type Foundry and PP Mori from Pangram Pangram.
Typography is a core element for our
visual look and feel. It delivers information with clarity and legibility, and giving character and personality to our brand. While our words are what we say, our typography is how we say it.
ES Build — Character sets
We love ES Build as it covers a wide spectrum from playful to more serious type.
The family comes with 3 sets: Bauhaus (most playful), Standard and Neutral (most legible)
How to use the character sets
Use for large, eyecatching moments.
The Bauhaus Set, with its many geometrically rounded characters, is perfect for big brand moments (like posters, swag, or billboards) where a strong headline is the primary focus.
Use for most brand headlines.
Leave the standard, default characters on for most brand headlines (like the headlines on our website, social material…). When in doubt as to which set to use, always err on the side of Standard.
For subheads and all product use.
Use the Neutral Set anywhere that legibility is key (like supporting subheads in brand materials, and headlines within our product); the classic elements of the letterforms make it easier to read.
Typography — Brand Usage
Avoid using the same weight for everything
Headlines should always feel significantly larger or smaller than the Gamma wordmark; if they’re too close in size and weight, they’ll compete for attention.
Go lightweight when the wordmark leads
When the Gamma wordmark holds the most prominence on the page, use a lighter weight of
ES Build to ensure it doesn’t compete for attention.
Go bolder when the headline leads
When using an avatar rather than our full wordmark, headlines can have more prominence, being set
larger and in a bolder weight.
Typography — Incorrect Usage
Headlines should be short and snappy. If you need more space to convey your idea, break your thought into a headline (set in ES Build) and subhead (set in PP Mori).
Headlines should usually have -2% letterspacing to give create a sense of cohesion and strength.
For large headlines, keep line leading relatively tight, around 85% to 90%, as long as ascenders and descenders don’t crash.
Don’t use ES Build in place of our custom wordmark, unless it’s a part of a headline or complete sentence.
Don’t use ES Build for body copy. Reserve it for key brand headlines. Use PP Mori for everything else.
Don’t use PP Mori for headlines in brand executions, like billboards or social media. Instead, lean on ES Build.
Color — Balance
Our brand has a broad range of colors, but most should be used with restraint.
Some of the brightest tones in our brand palette are actually the ones we use most sparingly. Tones like Rocket Fire and Evergreen should be reserved for accents or intentional moments—allowing our core blues to lead the way much more often. In general, if a given design reflects this page in the overall balance of color, then your execution is likely to feel on brand.
Color — Successful Combinations
Color — Usage
To ensure your designs have a nice pop, combine colors with different tones.
For safe and simple color combinations, just pair a Light Tone with a Deep Tone; they all work well for an instantly branded feel. Some Midtones can also pair well with some Light or Deep Tones, so feel free to use other combinations, as long as there’s plenty of contrast and the overall feel is cohesive and on-brand.
Color — Usage
Deep tones on light tones
Our background blues, like Periwinkle and Glacier, provide for a great backdrop for deeper Gamma blues like Ultramarine or Deep Ocean.
Light tones on deep tones
Darker backgrounds—Deep Ocean, Deep Space, etc.—can be easily paired with lighter foreground colors like Moonbeam, Glacier, or Periwinkle.
Whites on midtones or deep tones
Sparkling White and Moonbeam work well on many brand colors, including midtones that give our brand a bright and warm feeling.
Color — Usage
Light tones on light tones
In general, avoid mixing colors within the same color tone, as they don’t have enough contrast to be easily legible.
Midtones on midtones
Our midtones generally don’t work well together. Instead, select one midtone to pair with lighter or darker colors in your design.
Deep tones on deep tones
Don’t set deep tones atop one another. Instead, pair deep tones with the brighter colors in our palette.
Color — Usage
When pairing our brand colors, particularly in product executions, contrast is key.
We love colorful combinations—and it’s perfectly acceptable to use a number of different colors on a layout. The key watchout is to ensure that any text has plenty of contrast against its background.
Art Direction —
Surreal Pointillism
Surreal Pointillism
Gamma is the land of brilliant ideas and wild imagination. Our art direction also leans into that world.
Much of our imagery is created using Midjourney, which allows us to bring to life all kinds of fantastic scenes and worlds. But while we love employing tremendous imagination to generate our imagery, we also want to ensure that every generation feels consistently on-brand and unique to Gamma. We call our imagery style “surreal pointillism,” with key features that include whimsical scenarios, blue skies, subtle textures, and vibrant colors.
Art Direction —
Surreal Pointillism
Surreal Pointillism
Inspired by sky, light, and motion—a place of boundless imagination. Everything should feel effortless, full of energy, and ready to start.
We use Midjourney with a set of codes
––sref 680572301 --personalize kzilt9y --v 6.1 —s 1000 
Surreal Pointillism —
Midjourney Creation
Midjourney Creation
Achieving our signature art direction requires a blend of creativity and stylistic consistency.
We have a specific Gamma sref and personalization code that should be used in each Midjourney prompt to maintain consistency throughout all our imagery. The creativity and effectiveness of the final image, however, are up to the prompter. Depending on what your goals and usage for the intended image are, it’s helpful to add unexpected twists and specificity to your prompt to achieve more interesting results.
Surreal Pointillism —
Midjourney Creation
Midjourney Creation
Image creation also requires careful selection to avoid common AI oddities and mishaps.
While we’ve done our best to streamline the image creation process, any AI generator can still produce strange and unexpected results. When selecting your favorites, keep in mind that images should never feel disturbing, overly childish, or photorealistic. Also watch out for any obvious errors in the image (like a human with three arms).
For best results within design frames, select images that have a clear, singular subject, and feel focused rather than busy.
For best results within design frames, select images that have a clear, singular subject, and feel focused rather than busy.
Brand Elements —
Perspective Cards
Our first set of Abstract Cards are skewed in perspective.
This series of Abstract Cards works exceptionally well as a series, stacking from left-to-right or right-to-left to create the illusion of motion or three dimensional space. The widest of these can also be used alone as a single imagery container.
These shapes can contain photography or our signature AI-generated imagery, but they should generally not contain text, as it will quickly skew, and be very hard to read.
These shapes can contain photography or our signature AI-generated imagery, but they should generally not contain text, as it will quickly skew, and be very hard to read.
Brand Elements —
Skewed Cards
Our second set of Abstract Cards skews at an angle rather than in perspective.
With these frames, the left and right sides of the cards should always remain perfectly vertical! That allows them to work well with either imagery or with text, like showing an example product screen.
These cards should generally be used individually, rather than as a series.
These cards should generally be used individually, rather than as a series.
Brand Elements — Building Cards
Base Shape
Start with a base shape that works well with your desired layout.
Fill With Illustration
Choose an illustration that has a clear central subject that can be easily separated from its background.
Break the Frame
Create a mask of the subject so it breaks at least one edge of the frame. (see tips on next page)
Brand Elements —
Logo Borders
Logo Borders
Our logo has a unique ability to become a brand element.
The Gamma logo can be used as a graphic border in places where you want something to feel branded but don’t need a large wordmark, like social posts or office merch. We have two versions: a repeating version and a stretchy version. These can both be used in long or short iterations.
The repeating version is simply the wordmark nestled over and over in a row. The stretchy version connects the Ms in our logo; it is made with specific front and end pieces, connected by a middle portion that can be repeated as long as is desired.
The repeating version is simply the wordmark nestled over and over in a row. The stretchy version connects the Ms in our logo; it is made with specific front and end pieces, connected by a middle portion that can be repeated as long as is desired.
Brand Elements — Logo Border Usage
REPEATED LOGO (STRAIGHT)
REPEATED LOGO (CURVED)
STRETCHY LOGO
Brand Elements — Patterns
This website was made in Gamma with 💙 from the brand team.