Brand
The Dash brand system.
Friendly. Round. Helpful. Honest. Anchored on Dashpup, our friendly blue dachshund mascot. Built for the team, by the team.
Visual Style
Warm-tech, calm, and confident. Dash's visual identity feels like a friendly teammate who actually does the work.
Design Principles
Round before sharp
Rounded corners, rounded type, rounded illustration shapes. Soft is the default.
Blue and breathing room
One hero blue. Plenty of white space. Color guides attention, never decorates.
One face, many gestures
Dashpup has one canonical face. Variation comes from poses, props, and contexts.
Speak like a colleague
Plain English. No AI-speak. No corporate-speak. Friendly, direct, useful.
Show, do not show off
Real product screenshots, real outputs. Skip the generic AI tropes.
Quietly playful
Personality without silliness. The mascot does the work. Copy stays grown-up.
Quick Reference
Do
- Use Dash blue (
#1F8FFF) as the primary brand color - Use Nunito for headlines, Inter for body
- Lead key surfaces with Dashpup
- Use rounded corners 16-24px
- Write like a friendly coworker
- Show real Slack screenshots
- Generous whitespace, sentence case headlines
Don't
- Don't use pure black backgrounds for marketing
- Don't use more than two typefaces
- Don't make Dashpup talk in dog-speak (no "woof")
- Don't use em dashes; commas or periods instead
- Don't generate generic AI stock art (glowing brains, neural meshes)
- Don't put pricing on non-pricing pages
- Don't show revenue, ARR, customer counts
Golden Rule: If it does not feel friendly, helpful, loyal, playful, and calm, it is not Dash.
Logo
The Dash logo combines the Dashpup head mark with the wordmark set in Nunito ExtraBold. Three official variants. v1.0 logo files coming soon.
Dash Horizontal lockup
Dash Vertical lockup
Icon only (Dashpup head)
Clear Space
Reserve clear space around the logo equal to the height of the Dashpup head mark on all sides. No other elements (text, images, edges) inside this clear space.
Minimum Size
| Variant | Web minimum | Print minimum |
|---|---|---|
| Horizontal | 120px wide | 1 inch wide |
| Vertical | 80px wide | 0.75 inch wide |
| Icon | 24px square | 0.5 inch square |
Downloads
Logo files coming soon. v1.0 will ship with SVG, PNG (1024, 512, 192, 32, 16), favicon.ico, all color variants, and a zip bundle.
Logo zip (coming soon)Colors
Built around the mascot's friendly blue. Color is functional, not decorative. Click any swatch to copy its hex value.
Brand Palette
Semantic Colors
Usage Rules
- 60/30/10 split. 60% near-white, 30% blue-soft or cloud, 10% Dash blue.
- Color is functional. A blue button does something important. A blue block holds the most important content on the page.
- Contrast first. Body text uses dash-graphite on dash-off-white (WCAG AA). White text on dash-blue passes AA for body, AAA for large text.
- One gradient only. A gentle blue-soft to white wash on hero sections. No other gradients.
Typography
Two typefaces. Nunito for warmth, Inter for clarity.
Display + Headlines
Nunito
A rounded, friendly, slightly geometric sans-serif. Weights used: Regular (400), SemiBold (600), ExtraBold (800).
ExtraBold for hero headlines
SemiBold for sub-heads
Regular for display body
Body + UI
Inter
A clean, neutral, highly readable workhorse. Weights used: Regular (400), Medium (500), SemiBold (600).
SemiBold for UI emphasis
Medium for labels
Regular for body copy and long-form reading
Type Scale
| Token | Desktop | Use | Weight |
|---|---|---|---|
| text-display | 72/76 | Hero headline | Nunito ExtraBold |
| text-h1 | 56/60 | Page title | Nunito ExtraBold |
| text-h2 | 40/44 | Section header | Nunito ExtraBold |
| text-h3 | 28/34 | Sub-section | Nunito SemiBold |
| text-lead | 22/32 | Lead paragraph | Inter Regular |
| text-body | 16/26 | Body copy | Inter Regular |
| text-eyebrow | 14/18 | Eyebrow label | Inter SemiBold uppercase |
Rules
- Body copy max 65 characters per line.
- Headlines and h1 use letter-spacing -0.02em. Body neutral.
- Sentence case for headlines. ALL CAPS only on eyebrow labels.
- Two typefaces per page maximum (three counting code).
- No font stretching, no synthetic bold/italic. Real weights only.
Tone of Voice
A friendly, sharp coworker who actually does the work. Speaks like a real person, never like a chatbot.
Voice Pillars
1
Friendly first
Open with warmth. Contractions allowed.
2
Helpful, not hyped
Lead with what you did. Skip fanfare.
3
Plain English
No buzzwords. No corporate-speak.
4
Calm confidence
Don't oversell. Say what you know.
5
Quietly playful
A small wink, never silly.
Voice Examples
In-product, good
Hey, I'm Dash. I just joined the workspace. I'll spend a few minutes reading the team channel and checking which tools are connected. Back in ~5 with a quick intro.
In-product, bad
Hello! I am Dash, your AI-powered assistant! I am SUPER excited to be here to help YOU unlock the full potential of your team!
Marketing hero, good
An AI coworker that actually works.
Dash lives in your Slack. It connects to your tools, learns your team, and gets things done without nagging you for prompts.
Marketing hero, bad
Revolutionize Your Workflow with AI
Empower your team to leverage cutting-edge artificial intelligence and supercharge productivity with our next-generation enterprise-grade conversational AI platform.
Words
Use
coworker · teammate · working on it · on it · looking · pulling · drafting · approve · send · post · quick · fast · in a sec · I'll · we'll · yeah · sure · got it
Avoid
leverage · synergize · transform · unlock · revolutionize · empower · supercharge · robust · scalable · cutting-edge · next-gen · world-class · AI-powered · em dashes · exclamation points
Mascot
Meet Dashpup, our friendly blue dachshund. He's the personality of the product made visible. The single most important asset in the Dash brand.
Dashpup, canonical (v1)
Profile
- Name: Dashpup (the blue mascot, canonical)
- Breed: Dachshund (mini)
- Style: Flat cartoon illustration, bold outline, gentle smile
- Body:
#1F8FFF· Outline:#0F4E99 - Vibe: Sweet, helpful, smart, a bit silly when off-duty
- Sound: Never barks in copy. Body language only.
Personality
Loyal. Eager. Smart. Gentle. Playful. Brave. Dashpup behaves like a real puppy who happens to be very smart and very helpful.
The Dash family
One dachshund character, color-coded by sub-product. Same silhouette, same illustration style. Color and a single role prop identify the variant.
Dash
Dashpup
The horizontal AI coworker. Blue. No prop. Ready for anything.
Mary Dash
Mary
The marketing variant. Red. Megaphone. Bold and on-stage.
Coming soon
Remy Dash
Remy
The sales variant. Color and role prop in design. Confident and persistent.
Pose Library
Each variant uses the same pose library. Poses convey state and mood. Build for blue Dashpup first; Mary and Remy ship with a starter set (sit-front, standing-side with prop, working-laptop, tail-wag).
Sit-front
Default mascot, brand pages, hero
Standing-side
On the move, launch announcements
Working-laptop
Product demo pages, feature explainers
Sleeping-curl
Empty states, end-of-day
Tail-wag
Success states, celebrations
Head-tilt-curious
Onboarding, help docs
Run-forward
CTAs, get started
Peek-out
404, easter eggs
Treat-jar
Pricing or credit pages
Sleeping-glasses
Knowledge base, docs
Do
- Keep Dashpup recognizable across every appearance
- Use poses to convey state and mood
- Let Dashpup lead the visual composition on hero pages
- Same blue, same outline, same eye style every time
- Mood spectrum: calm to delighted only
Don't
- Don't have Dashpup speak in dog-speak ("woof", "good boy")
- Don't change the color (no green, no rainbow Dashpup)
- Don't dress Dashpup in costumes (no cape, no graduation cap)
- Don't make Dashpup look sad, angry, scared, or sick
- Don't generate "stylized" alternate Dashpups. One Dashpup.
Downloads
Mascot pose set coming soon. v1.0 will include all 10 poses as PNG (1024, 512) and SVG, plus a transparent-background zip bundle.
Mascot zip (coming soon)Imagery
Three image types: mascot illustrations, real product surfaces, supporting brand illustrations. No stock photography. No generic AI imagery.
Mascot illustrations
Dashpup in various poses and scenes. The hero visual language. Used on every key page.
Product surfaces
Real screenshots of Dash in Slack, Teams, the dashboard. Always preferred over invented mockups.
Brand illustrations
Supporting illustration assets (clouds, treats, simple UI primitives). No standalone humans.
Anti-Patterns
Hard fails. If you generate any of these, regenerate.
- Glowing brains, neural networks, "AI" meshes
- Robot hands, mechanical metaphors
- Stock photos of diverse office workers
- Person on laptop with floating UI elements
- Lock icons used decoratively
- Dark navy gradients with thin blue accent lines
- Code rain (Matrix-style)
- 3D rendered objects that don't match Dashpup's flat style
- Dashpup variants (rainbow, costumes, weapons)
Photography
Only two acceptable photography uses: customer logos (monochrome on social proof strip) and customer quote portraits (round headshots, real people, real names, real titles). No other photography.
Deck Template
A presentation template tuned for Dash. Use it for pitches, sales decks, customer overviews, and internal updates.
Cover slide
Cover
Dashpup oversized, title in white Nunito ExtraBold, sub in Inter Regular. Single primary color block.
Section divider
A clean break between sections.
Section divider
Soft blue background, section title, small Dashpup gesture top-right.
Content slide
- • Bullet
- • Bullet
Content
White background, headline in Nunito ExtraBold, body in Inter Regular. Max 5 bullets per slide.
One big idea
Quote / Big idea
Full bleed Dash blue. One sentence, centered, white.
Downloads
Deck template coming soon. v1.0 will ship as Keynote (.key), PowerPoint (.pptx), Google Slides, and a polished PDF reference.
Deck template (coming soon)