Using our brand
These guidelines will help you correctly make use of our brand.
Primary logo
Our primary logo unites our symbol and wordmark and should be used in full colour whenever possible.
Primary logo
This is the primary Sierra logo and should be used in its original form for most cases.
Primary logo inverted
This inverted version features a white symbol and wordmark and should be used on dark or busy backgrounds to ensure better legibility.
Monotone logo
These versions use monotone logos to improve legibility on dark or visually complex backgrounds. When the primary or full-colour logos aren’t suitable, choose the monotone version that offers the strongest contrast.
Monotone logo black
Use a black monotone logo when placing it on a light or neutral background or when colour contrast and simplicity are key.
Monotone logo white
Use our white monotone logo for dark, coloured, or visually busy backgrounds to ensure clarity and legibility.
Symbol
Our symbol serves as shorthand for our brand when used independently of the logo. The symbol is best utilised for brand moments that call for the shorthand version of the logo, such as social avatars.
Primary symbol
This is the primary Sierra symbol and should be used in this original form for the majority of cases.
Primary symbol inverted
This inverted version of the symbol should be used on dark or busy backgrounds to ensure better legibility.
Monotone symbol
There are occasions where our symbol will need to be used in monotone form. This is often on top of busy or colourful backgrounds.
Monotone symbol black
Use our black monotone symbol when placing it on light or neutral backgrounds or when colour contrast and simplicity are key.
Monotone symbol white
Use our white monotone symbol for dark, coloured, or visually busy backgrounds to ensure clarity and legibility.
Lockup & clearspace
Our logo must be surrounded by a minimum amount of clearspace to ensure legibility and direct communication. When in doubt, leave extra space.
Primary logo
The minimum amount of clear space is a 1:1 block based on the height of the ‘Sierra’ wordmark in the primary logo.
Primary symbol
Always leave at least 1/3 of the width or height of the symbol as empty space around it.
Best practices
Here are a few examples of what we should absolutely avoid when using the logo.
Don’t stretch or alter the logo in any way
Don’t rotate it
Don’t use the wordmark alone
Don’t stack the logo
Don’t use logos as masks
Don’t use any effects or textures
Usage
These guidelines outline how to properly use and visually represent Sierra’s brand assets. By using our brand assets, you agree to follow these guidelines. Unauthorised or non-compliant use may result in the immediate termination of any licence or permission granted.
- Written authorisation required: You must have express written permission to use any of Sierra’s brand assets.
- No misrepresentation: Your use must not imply sponsorship, endorsement, or affiliation with Sierra unless explicitly approved.
- Ownership and goodwill: All Sierra brand assets are the exclusive property of Sierra. Any goodwill derived from their use belongs solely to us. You may not take any action that conflicts with our rights or ownership.
- Proper linking: When used online, any mention of Sierra or display of our brand assets must include a hyperlink to our homepage: https://sierra.ai.
- Respectful use only: Our brand must always be used respectfully. Do not use Sierra assets in ways that could harm our reputation, mislead users, or associate us with illegal, deceptive, or inappropriate content or activities.
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