A good branding is both consistent and flexible

Brand guidelines ensure the consistency that defines the brand’s identity and we never get tired of talking about. So far, we’ve explored the primary branded assets using the reverse logo, best suited for interfaces and dark backgrounds, but there are many more design environments that require variations while retaining the brand's essence and visual appeal.

For light backgrounds, incorporating the primary color, Midnight Blue, into the symbol provides an ideal solution. Space Black is our preferred choice for the wordmark on white backgrounds, offering a sleek alternative for the symbol as well—because it is about having options. For a bolder approach, a gradient that incorporates the Borealis Gradient on dark backgrounds brings the northern lights directly into the symbol, fully embracing our design concept.

Consistency is a must, but a single design can’t be effective for every situation, especially when innovation is at the core of the brand's values. This is why branding guidelines should also be adaptable. Our branding team always strives for the prime balance between consistency and versatility, and we’re happy to see that Meeting Assistant checks both boxes.

Thanks for watching 🫶🏼