guidelines and best practices

Zendesk brand resources

Our design system guides customers from challenge to resolution through clean, intentional choices. Simple forms create clarity, while gradients and shapes signal the path forward. Every visual element reinforces our core purpose: transforming support moments into exceptional experiences.

Download our logo Access our full Creative Guidelines

TYPES OF LOGOS

All the different variations of our logo

PRIMARY LOGO

The Zendesk logo is made up of two elements: our symbol and wordmark. It’s the biggest visual identifier of our brand.

Download primary logo

WORDMARK

This is our wordmark. It can stand alone as long  as it’s applied to an asset that already has other visual elements by which the brand is identified.

Download wordmark

Z SYMBOL

This is our Z symbol. It should never appears on its own except for special circumstances. Using it on its own requires creative team approval.

Download Z symbol

DO’S AND DON’TS

How to apply our brand

Promotional text: "Unlock the power of Zendesk at Relate 2023. RSVP now to a bolder future."

Ensure consistency with our colors and arrangements

Maintain the colors and variations that we provided, using the brand colors Licorice and Coconut.

Minimum size indications

Protect our trademark

Co-branding uses

Logo don’ts

CREATIVE GUIDELINES

Primary colors

Coconut (white) and Licorice (black) form our foundational palette, creating space for our human-centric photography. Matcha (bright green) gives us bold accents that energize our brand.

Core

Coconut

Coconut is our brand canvas and our primary background color. It’s simple and provides clarity on all of our touchpoints.

#FFFFFF
RGB: 255, 255, 255
CMYK: 0, 0, 0, 0
PMS : N/A

Core

Licorice

Licorice delivers elegant sophistication through powerful contrast. It ensures crisp legibility while building our brand's excellence.

#11110D
RGB: 17, 17, 13
CMYK: 32, 33, 72, 98
PMS: Coated: Black 6C Uncoated: Use CMYK

Accent

Matcha

A cheerful tribute to our original Zendesk green and a symbol of resolution. Matcha accents attract attention and should be used intentionally.

#D1F470
RGB: 209, 244, 112
CMYK: 21, 0, 58, 0
PMS : 2297U
PMS : 2298C

Secondary colors

Secondary colors create subtle shifts from our core black and white. These variations give us the opportunity to establish hierarchy while staying true to our foundation. They’re right next to our primary palette, which lets us build visual systems with sophistication and intent.

Fern

#203524
RGB: 32, 53, 36
CMYK: 36, 2, 48, 89
PMS : 5535U
PMS : 5605C

Shamrock

#2D4C33
RGB: 45, 76, 51
CMYK: 57, 17, 61, 69
PMS : 3435U
PMS : 3435C

Cactus

#A1D78F
RGB: 161, 215, 143
CMYK: 38, 0, 57, 0
PMS : 358U
PMS : 358C

Pineapple

#FEEB7E
RGB: 254, 235, 126
CMYK: 1, 4, 60, 0
PMS : 100U
PMS : 100C

Sesame

#F5F5F2
RGB: 245, 245, 242
CMYK: 2, 1, 4, 1
PMS : Use CMYK

photography

The stories we tell

Our photography shows people. We tell stories that speak to moments of connection that are possible because something was resolved. We focus on relatable, compelling stories. Show how resolution creates connection between people.

Access our photo library Access our full guidelines

ICONOGRAPHY

Clarity and creativity

The Zendesk primary logo serves as the foundation for our icon system. We use geometric shapes, and rounded and sharp edges.

Each design prioritizes universal recognition through simplicity. Grid-based compositions and precise spacing create consistently legible icons. Our icons interpret metaphors with fresh, memorable visuals.

Access our icon library Access our full guidelines

PRODUCT IMAGERY

Storytelling with product imagery

Product imagery demonstrates Zendesk capabilities in action—from interface features to service scenarios. Across presentations, videos, and digital touchpoints, these visuals inspire prospects and customers to understand the full potential of Zendesk products.

Access our full guidelines

voice and tone

Guidelines for copy

We write how we want people to feel: confident, included, and credible. Copy gives us an opportunity to express what it feels like to use our products. So when you write for Zendesk, keep it brief, keep it focused, and keep it human. 