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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.

Sierra logo in dark green on a light beige background

Primary logo

This is the primary Sierra logo and should be used in its original form for most cases.

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Sierra logo in white on a dark green background

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.

Sierra logo in black on a light beige background

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.

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Sierra logo in white on a black background

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.

Sierra symbol in green on a light beige background

Primary symbol

This is the primary Sierra symbol and should be used in this original form for the majority of cases.

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Sierra symbol in white on a dark green background

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.

Sierra symbol in black on a light beige background

Monotone symbol black

Use our black monotone symbol when placing it on light or neutral backgrounds or when colour contrast and simplicity are key.

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Sierra symbol in white on a black background

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.

Sierra logo with light blue circles around it indicating the expected clear space around the lockup

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.

Sierra symbol surrounded by light blue circles in each corner indicating the expected clear space around the symbol

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.

Horizontally stretched Sierra logo

Don’t stretch or alter the logo in any way

Rotated Sierra logo

Don’t rotate it

Sierra wordmark without symbol

Don’t use the wordmark alone

Sierra symbol with the Sierra wordmark below it

Don’t stack the logo

Sierra logo used as a mask on an image

Don’t use logos as masks

Sierra logo with a shadow behind it

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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