Brand

Heroku provides services and tools to build, run and scale web applications. We enable flow—for developers and teams to focus on the design and craft of apps.

Brand is essential to the Heroku experience. The focus of our identity is clarity, balance, and craft. We created this living document to ensure that our brand maintains a consistent look and feel no matter where it’s experienced.

Usage

In general, please don’t use the Heroku name, logos, or graphics (“brand materials”) in ways that may be confusing, misleading, or suggest our sponsorship, endorsement, or affiliation.

Questions?
Get in touch with brand@heroku.com

Latest guidelines

In general, please don’t use the Heroku name, logos, or graphics (“brand materials”) in ways that may be confusing, misleading, or suggest our sponsorship, endorsement, or affiliation.

Promotional materials

Please contact brand@heroku.com before using the Heroku logo on websites, products, packaging, manuals, or for other commercial or product use.

Names and logos

Please don’t use “Heroku” as a part of your name. Don’t incorporate the Heroku logo into yours. Don’t use a domain name containing “heroku” or any confusingly similar words.

Education and instructional

You can use Heroku brand materials for educational and instructional purposes, but please remember that they shouldn’t be confusing, misleading, or suggest our sponsorship.

Linking to Heroku

You may use the Heroku logo or name to link to our site, as long as your usage meets the guidelines within this document. For text links, please capitalize “Heroku”, and when referring to our URL, use “heroku.com”.

Merchandise and swag

While we do produce t-shirts and other items with the Heroku logo and artwork, we don’t generally allow third parties to make, sell, or give away anything with our name or logo on it.

“The triangular shape within our logo symbolizes the straightforward and clear experience of the familiar play button.”

As a company, we continue to question how we can transform process into an enjoyable experience.

Color

“Color! What a profound and mysterious language, the language of dreams.”

Paul Gaugin

Purple

Purple is the main color of the Heroku brand. In its many shades and hues, we appreciate Purple’s depth, distinction and balance of warm and cool.

Varying shades and hues brings harmony to a design, helping it feel natural, organic, and human rather than calculated and mechanical.

Indigo

Use for backgrounds, illustrations, and gradients.

Violet

Use for headings, staff t-shirts, and illustrations.

Lavender

Use for highlights, the logo on dark, and illustrations.

Gray

Gray offsets our distinctive purple with an understated calm. In text, on screen, in graphics, and beyond, gray is easy going and adaptable.

When using the Heroku color palette in your designs, it’s okay to adjust the shade or brightness of a color so that it is cohesive with your work.

Better a design be cohesive than correct and out of place.

Asphalt

Use for backgrounds, illustrations, and gradients.

Mineral

Use for headings, staff t-shirts, and illustrations.

Storm

Use for highlights, the logo on dark, and illustrations.

Accent

Beyond our shades of purple and gray, we use color sparingly to highlight calls to action, notify of success or warn of error.

Accents can help key information rise above the surrounding content.

Lotus

Use for highlights and warnings.

Leafy

Use to indicate success, or when representing payments.

Sky

Use for an active state, a call to action, or when referencing Salesforce.

At Heroku, we believe that great apps come from inspired and productive developers.

That’s why everything we do is focused on building a platform, ecosystem, and set of tools that support the best possible developer experience. Every aspect of our platform is designed to remove mundane tasks and provide tools that maximize productivity.

Type

“Legibility and beauty stand close together and type design, in its restraint, should be only felt but not perceived by the reader.”

Adrian Frutiger

Benton Sans

Benton Sans is the main font of Heroku. We appreciate it’s elegance, flexibility, and legibility. It is available in many weights, making it versatile for both print and screen.

Designed by Morris Fuller Benton in 1908, News Gothic became a 20th century standard. In 1995, Tobias Frere-Jones began a redesign that was expanded into Benton Sans by Cyrus Highsmith and the Font Bureau studio.

The quick brown fox jumped over the lazy dog

The quick brown fox jumped over the lazy dog

The quick brown fox jumped over the lazy dog

The quick brown fox jumped over the lazy dog

The quick brown fox jumped over the lazy dog

The quick brown fox jumped over the lazy dog

Inconsolata

Download Inconsolata

Inconsolata is fixed-width for display of code. With a similar two-storey “a” and “g”, it pairs well with Benton Sans, looks sharp in small sizes, and is easy to read at the command-line.

Designed by Raph Levien, Inconsolata is a humanist sans inspired in part by Adrian Frutiger’s Avenir, and Morris Fuller Benton’s Franklin Gothic. Inconsolata is available freely with an Open Font License.

The quick brown fox jumped over the lazy dog

The quick brown fox jumped over the lazy dog

The quick brown fox jumped over the lazy dog

The quick brown fox jumped over the lazy dog

The quick brown fox jumped over the lazy dog

The quick brown fox jumped over the lazy dog

If you have any questions about the Heroku brand, please get in touch by emailing brand@heroku.com.