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Our values
We believe that everyone has the right to a high-quality
computing experience. And we believe it should be free.
Ubuntu is the best operating system in the world.
It’s fast, free and safe. More than an operating system,
Ubuntu is at the forefront of a world-changing revolution
that’s gathering pace every day. A truly collaborative
effort with freedom at its heart, Ubuntu is the result of
a growing community working together to produce
something extraordinary.
Ubuntu Brand Guidelines Introduction
Our values
Ubuntu embodies freedom, and is collaborative, precise
and reliable.
Ubuntu Brand Guidelines Brandmarks
Our brandmarks
The brandmark is the most recognisable feature of any brand
identity. Our new brandmarks represent our core values.
Ubuntu Brand Guidelines Brandmarks
A vibrant palette
Colour makes a brand instantly recognisable. We like to
think our colour palette is simple, effective and striking.
Made to measure
Our sliding-scale approach helps us to target different EXAMPLE AUDIENCES
Presentations
We’ve created a presentation template to help you use the
brand consistently, please for refer to the section ‘And now
for the detail’.
By following these guidelines, you should be able to create
simple, effective and dynamic presentations.
Ubuntu Brand Guidelines Presentations Checklist
Photography
Photography is a good way to help us contextualise and
humanise content. We use ‘product’ photography and ‘people’
photography. We’re more likely to ‘product’ photography in
relation to Ubuntu and ‘people’ photography in relation to
Canonical.
Our photography uses an aubergine duotone effect.
Ubuntu Brand Guidelines Photography Checklist
THE BRANDMARK THE BRAND ELEMENTS HOW DOES IT ALL COME TOGETHER? FILE STRUCTURE AND CONTACTS
The brandmark
Copy to follow…
Ubuntu Brand Guidelines The brandmark 00
The Ubuntu brandmark captures the precise and Consistent use of the Ubuntu brandmark is essential
reliable qualities of the brand in a straight forward in creating a united brand identity. The master
symbol and wordmark. brandmark is supplied as artwork and should never
be altered, distorted or re-created in any way.
It is made up of a custom designed font (wordmark),
carefully spaced with a re-drawn ‘Circle of Friends’
placed within a roundel.
Ubuntu Brand Guidelines The brandmark 00
BRANDMARK ELEMENTS
white and orange (orange Circle of Friends) white and orange orange
AVAILABLE COLOURWAYS
AVAILABLE COLOURWAYS
MINIMUM SIZE
1. 2. 3.
4. 5. 6.
7.
Ensuring the correct application of the brandmark 1. Change the spacing between the individual 5. Place the brandmark at an angle other than
is paramount to the Ubuntu brand identity. elements or characters horizontal or vertical
By following the guidelines on how to use them 2. Change the colour of the wordmark 6. Change the proportion of the brandmark
you will help to build a powerful and united identity
for the Ubuntu brand. 3. Change the colour of the Circle of Friends 7. Place the brandmark on a non brand colour
Shown on this page are examples incorrect use. 4. Change the arrangement of the elements
Ubuntu Brand Guidelines Exceptional use brandmarks Stacked version 00
The Ubuntu brandmark must always have a clear area Standard stacked version
surrounding it, free from any other element. The standard version of the brandmark must never be
used at a width less than 71mm, as shown above.
To define this area, measure the height of the roundel
and use a quarter of this measure to create the boundary No ® version
of clear space around the brandmark. Below the width of 71mm, the no registered trademark
version must be used. It nust never be used at a width
less than 8mm.
Ubuntu Brand Guidelines Exceptional use brandmarks Vertical version 00
For exceptional circumstances, e.g. large portrait banners, The master vertical brandmark is supplied as artwork To define this area, measure the height of the roundel
a vertical version of the brandmark has been created. and should never be altered, distorted or re-created in and use half this measure to create the boundary of clear
any way. space around the brandmark.
The Circle of Friends
Within the vertical version the Circle of Friends always Defining the exclusion zone Minimum size and small use
remains horizontal. The Ubuntu brandmark must always have a clear area The same minimum size and small use rules apply as with
surrounding it, free from any other element. the standard version of the brandmark. Refer to page 08
for details.
Ubuntu Brand Guidelines The Ubuntu brandmark 00
HEX #DD4814 HEX #FFFFFF HEX #000000 HEX #2C001E HEX #772953
Copy to follow…
PLEASE NOTE: The colours shown on this page are a guide only and
should not be used as an accurate match.
Pantone Matching System is a worldwide printing, publishing and
packaging language for the selection, marketing and control of colour.
PANTONE® is a registered trademark of Pantone Inc.
Ubuntu Brand Guidelines Colour landscape 00
Community Canonical
Copy to follow… Copy to follow…
Ubuntu Brand Guidelines Typography 00
UBUNTU SANS
The way that typography is used says as much about It is used to create a strong look and communicate key
our brand as the words themselves. brand messages. It has a distinctive look and it must be used
The Ubuntu typeface has been specially created to on all communications.
complement the Ubuntu tone of voice. It has a The following pages show the weights available and give
contemporary style and contains characteristics unique guidelines on how to use typeface correctly.
to the Ubuntu brand that convey a precise, reliable and
free attitude.
Ubuntu Brand Guidelines Typography The Ubuntu Sans font family 00
WEIGHTS AVAILABLE
Copy… Ubuntu Sans Monospace Ubuntu Sans Hebrew
A monospaced typeface is where each character Available in the following weights: Regular, Bold,
has the same set width and spacing. The advantage Italic, Bold Italic.
of which is… Ubuntu Sans Arabic
Ubuntu Sans Monospace is available in Latin, Greek Available in the following weights: Regular, Bold.
and Cyrillic, and in the following weights: Regular, Bold,
Italic, Bold Italic.
Ubuntu Brand Guidelines Typography How and when to use Ubuntu Sans 00
creating legibility and a good rythmn sub-headings and highlighted copy within body copy.
Refer to ‘How does it all come together?’ sections for
E R
Refer to ‘How does it all come together?’ sections for
UPD
Refer to ‘How does it all come together?’ sections for
TO
examples of how to use typography correctly.
Type styles
• All text Ubuntu Light or Regular • Sub bullet points en dash
• All text prints cool grey 11 • 12pt line space before and
• Intro copy prints black after headings
• All copy R/L Upper and Lower Case • Footnotes – 6pt/9pt leading use
glyphs for numbering
• 6pt space between paragraphs
• Bullet points for emphasis 2mm tab
after bullet point
TYPESTYLES
Above is a brief outline of the typestyles we are adopting
for typography.
Refer to ‘How does it all come together?’ sections for
examples of how to use typography correctly. There are
further detailed examples on pages XX.
Ubuntu Brand Guidelines Formats 00
FORMATS
Copy to follow…
Ubuntu Brand Guidelines The Ubuntu Dots 00
Above are a few examples of our pictograms. They mirror You can use the pictograms in any of the three colours. When creating new icons we have some guiding pinciples:
the circular aspect of both the CoF and the Canonical logo. Never mix the colours together. Use orange for Ubuntu,
We use them in both print and on the web. They are used aubergine for Canonical and the warm grey for any 1. The style is very simple and graphic
to represent a word or an idea. neutral environment. 2. Avoid duplication
3. The main element is the circle
See colour section for references. 4. Use one of the three colours, but only one in each
individual pictogram
5. Use the above pictograms as reference
Ubuntu Brand Guidelines The Ubuntu Pictograms Colourways 00
COLOURWAYS
PANEL
BRANDMARK EXTENSION
1. Always used in landscape format. 4. The extension sits on the baseline of the brandmark
with a space of ‘½ X’ between the brandmark and
2. The CAP height of the extension is equal to the the extension.
height of the ‘u’ in the brandmark.
5. Use ‘X’ to determine the size of the panel as
3. Set the extension in Ubuntu Regular, upper and shown above.
lower case.
6. Panel corners have a radius of ‘¼X’.
Ubuntu Brand Guidelines Ubuntu partner logos 00
MINIMUM SIZE
Standard version
The standard version of the brandmark must never be
used at a height less than 14mm, as shown above.
Always remember…
recognition, consistency and personality are all key
to delivering a successful brand identity.
Ubuntu Brand Guidelines File structure and contact details 00
ubuntu_orange_st_pms_no®.eps
BRAND NAME COLOURWAY VERSION COLOUR MODE REGISTERED FILE FORMAT
TRADEMARK
STATUS
ubuntu_orange_pms_su.eps
VERSION SIZE
COLOUR VERSIONS
UBUNTU BRANDMARK COLOURWAY CHART
ubuntu_black_b-w.eps ubuntu_white_b-w.eps