Brand

Version 3.3.2

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

Heroku's brand identity emphasizes clarity, balance, and craft. We created these guidelines 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

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

“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 easygoing 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.

Blue

Beyond our shades of purple and gray, we use blue both as a highlight, and as a link to Salesforce.

Heroku is a Salesforce company, and the Salesforce Blue is an important part of our identity—drawing inspiration from day and night skies.

Salesforce Blue

Use for the Salesforce logo, and for gradients with the Heroku purple.

Mid Blue

Use for backgrounds.

Dark Blue

Use for darker backgrounds.

Digital Palette

Our digital properties use a mixed palette of brand and primary colors, shades, and gradients. From UI elements to detailed illustrations, they are at the heart of our products.

Colors

Purple#79589F
Light Purple#A997BF
Lightest Purple#F7F3FB
Blue#408FEC
Light Blue#8EBDF1
Lightest Blue#F6FAFF
Green#74C080
Light Green#ABD7B4
Lightest Green#F8FCF9
Orange#FA9F47
Light Orange#FBC595
Lightest Orange#FFFAF6
Red#D64141
Light Red#E58F8F
Lightest Red#FDF6F6

Shades

Near Black#4E535A
Dark Gray#596981
Gray#96A3B6
Light Gray#CFD7E6
Silver#E3E7EF
Light Silver#EEF1F6
Lightest Silver#F7F8FB
Near White#FBFBFD

Gradients

Purple#AC8ECE • #79589F
Blue#A1CAFA • #408FEC
Green#ADE28F • #74C080
Orange#FFD3A0 • #FA9F47
Red#F37A65 • #D64141
Brand#9D70D0 • #8A96E9 • #42AECC
Near Black#69727F • #4E535A
Dark Gray#828EA0 • #596981
Gray#AFB9C7 • #96A3B6
Light Gray#DAE0EC • #CFD7E6
Faint Gray#FAFCFF • #EEF1F6
Silver#FFFFFF • #EEF1F6

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 its 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-story “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.