Brand guidelines

02 Brand guidelines

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03 Brand guidelines

The power to innovate without limits

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04 Brand guidelines

05 Creative framework
13 Brand toolkit
15 Logo
31 Colour
37 Typography

Contents 46
52
80
Graphic assets
Gradients
Grid
88 Photography
96 Explanatory Layer
112 Lozenge & CTA
119 Customer journey
125 Application

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05 Brand guidelines Creative framework

Creative framework

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06 Brand guidelines Creative framework

We empower innovators to
visually create, build and
automate to their true potential.

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07 Brand guidelines Creative framework

Dominos
Our logo is the window into our world,
where it all begins. The dominos reflect
the power and momentum our
customers feel when using Make.

Our dominos are in motion, with our

power gradient flowing through them.

Our brand system is designed to evoke

the power, momentum and impact
that people feel when using our product.

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08 Brand guidelines Creative framework

Impact
Every impact begins with a first move.
That first impact can cause incremental
changes that make a big difference.

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09 Brand guidelines Creative framework

Momentum
Change compounds.

The more our customers automate, the

more momentum they build, and the
further and faster they move forwards.

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10 Brand guidelines Creative framework

Power
Whether we are talking to solopreneurs,
start-ups, scale-ups or enterprises,
our product will power our customers
to achieve their goals.

Feeling powerful feels good.

Power

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11 Brand guidelines Creative framework

Play
With Make’s highly visual platform,
work can feel like play.

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12 Brand guidelines Creative framework

Product
Everything we do is in service of helping our
customers discover the difference our
product can make to their work and life.

Our platform gives our customers the power

to grow and opens a world of possibilities.

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13 Brand guidelines Toolkit

Brand toolkit

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14 Brand guidelines Toolkit

Logo Typeface Gradients Grids & typography

Lozenge

Supportive subheading

abc
Headline
across three
lines powerful

1.

Colour Dominos Application Photography

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00
15 Brand guidelines Section
Logo

Logo

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16 Brand guidelines Logo

Primary logo
This is our logo. It captures the spirit of what we do.
It is often the first encounter people have of us, and
encapsulates the power of our product and the
mission that drives us.

We want that first encounter to be memorable.

To be memorable you have to look your best.

So don’t do anything to or with our logo that could

jeopardise that first encounter or lasting impression.

Make this logo famous for being powerful, reliable

and consistent.

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17 Brand guidelines Logo

Clearspace
Make room for our logo in comms,
it should have space to breathe.

Our logo clearspace is the width of x1 ‘m’.

This applies at any scale.

Please use assets provided.

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18 Brand guidelines Logo

Minimum size
The dominos in our logo never touch. This is by
design. Our logo must communicate the same
message whether seen at 12mm on a pencil or
12 metres on the side of a building.

After rigorous testing, our logo should never be

used below these sizes. If you encounter a situation
where smaller use is required, please contact the 96px
brand team.

Minimum width size:

96px
12mm

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19 Brand guidelines Logo

Primary logo on
solid background
Our full-colour primary logo can only
be displayed on two solid colours:

100% Make Powder.

20% tint of Make Pink.

Our preference is Make Powder

to maximise contrast and clarity.

If any other solid colour is in use, please

use our single colour secondary logos.

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20 Brand guidelines Logo

Primary logo on
gradient backgrounds
Our primary logo can only be displayed
on the two lightest gradients:

100% Make Powder to White.

20% tint of Make Pink to 100% Make Powder.

If any other gradient is in use, please use

single colour secondary logos.

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21 Brand guidelines Logo

Secondary logos on
solid backgrounds
Use our secondary logos in black or white on
solid backgrounds. Always optimise for
maximum contrast and legibility.

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22 Brand guidelines Logo

Secondary logos on
gradient backgrounds
Use our secondary logos in black or white on
gradient backgrounds. Always optimise for
maximum contrast and legibility.

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23 Brand guidelines Logo

Holding shape
Sometimes, our logo will need to appear
on colours that aren’t our own, for example
in co-branded assets.

In this instance, our first preference should be

to display our primary logo in a white holding
shape, with the correct clearspace.

If full-colour is not a viable design solution,

please use our single colour black logo in a
white holding shape for maximum contrast.

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24 Brand guidelines Logo

Third-party scenarios
Sometimes, our logo will need to appear in contexts
that we have no control over.

If a holding shape cannot be used, for quality control,

please only use white and black when in third-party
context. Always opt for the maximum contrast with
the background.

If in doubt, please seek advice from the brand team.

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25 Brand guidelines Logo

Don’t scale disproportionately Don’t alter the kerning of the logo

Incorrect logos
Please don’t use our logo in a way that does
not align with this guideline.
Don’t create alternative lock-ups Don’t use third-party colours
Never recreate, adjust, recolour, rotate or
otherwise alter our logo. It is designed to
encapsulate everything that Make stands for.

Don’t recreate our logo Don’t rotate

make

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26 Brand guidelines Logo

Logo placement
in print
Our logo can go in the four
corners of all documents.

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27 Brand guidelines Logo

Logo placement
in digital
Our logo can go in the four
corners of all assets and the
horizontal and vertical centres.

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28 Brand guidelines Logo

TV + motion logo
Reserved for motion applications. Please contact the
brand team before using this version of our logo.

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29 Brand guidelines Logo

Partner branding
Sometimes we need to show our logo alongside another
company, for example in a co-branded campaign.

Specification

Partner branding
Clearspace is x1 ‘m’.
Keyline W is 33% W of the space between the ‘a’ and ‘k’.
Keyline H is of the ‘k’ ascender mirrored.

Scale zones
Not all logos are the same. Please scale appropriately
so the third-party logo feel balanced. As a guide,
please use the scale zones as a reference.

Visual scale zones

100% 33%

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30 Brand guidelines Logo

Profile picture
For social media and other applications where our company name
appears alongside a profile picture.

1. Full colour dominos on white #FFFFFF

2. White #FFFFFF dominos on solid Make Purple #8200FA

Best practice:
Do not crop.
Scale appropriately.
Leave adequate clearspace.
Only use in environments where our name appears alongside the logo.

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31 Brand guidelines Colours

Colours

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32 Brand guidelines Colours

Make Purple
R130 G0 B250
HEX 8200FA

Primary colours
C65 M70 Y0 K0
PMS 2665 C

These are our core primary colours. Please use them correctly.

#8200FA is our Make Purple. We use it everywhere, respect its values. Make Pink
#F024F6 is our Make Pink. We use it to contrast with our purple. R240 G36 B246
#FCF3F8 is our Make Powder. We use it to warm up our backgrounds. HEX F024F6
C10 M70 Y0 K0
For assistance in reproducing our colours in print assets, contact the PMS 238 C
brand team.

Make Powder
R252 G243 B248
HEX FCF3F8
C2 M12 Y0 K0
PMS 7436 C

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33 Brand guidelines Colours

Deep Purple
R34 G0 B65
HEX 220041

Secondary colours
C60 M75 Y K75
PMS 2695 C

These are our secondary colours.

#220041 is our Deep Purple for backgrounds and gradients only. Action Magenta
#FF009A is our Action Magenta for stand-out flashes, lozenges and CTAs. R255 G0 B154
#00D9EE is our Action Blue for stand-out flashes, lozenges and CTAs. HEX FF009A
C0 M90 Y0 K0
PMS 225 C

Action Blue
R0 G217 B238
HEX 00D9EE
C60 M0 Y10 K0
PMS 237 C

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34 Brand guidelines Colours

40% Make Purple 20% Make Purple

R175 G93 B252 R198 G139 B253
HEX AF5DFC HEX C68BFD

Tints
We use tints in our gradient backgrounds,
and also for general purpose in design.
40% Make Pink 20% Make Pink
General purpose: R240 G36 B246 R240 G36 B246
Make Purple HEX F9A7FB HEX FCD3FD

Gradient backgrounds
Make Pink

We do not use tints of:

Deep Purple
Action Magenta
Action Blue

This is intentional to create consistency across

our solid and gradient backgrounds.

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35 Brand guidelines Colours

R0 G0 B0
HEX 000000

Black + white
When we are unable to use our core colours,
please use black and white.
R255 G255 B255
HEX FFFFFF

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36 Brand guidelines Colours

40% 20% 20% 10% 5% 5%

Usage
It’s important that our colour usage feels proportionately split.

Colour principles
We are a dominant Make Purple with Make Pink brand.
We use Make Powder as an off-white colour to warm up our backgrounds.
We use a Deep Purple to add contrast to our dominos.
We use Action Magenta and Action Blue to make out CTAs stand-out.

We don’t do anything else that conflicts with these principles.

We occasionally introduce the colours of partner apps in our explanatory

layer, but we always do this within an environment that is dominated by
our own colours, contained within a circle with a white keyline.

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37 Brand guidelines Typography

Typography

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38 Brand guidelines Typography

Baton Turbo Bold Baton Turbo Bold

Aa Bb Cc Dd Ee Ff Gg Hh Ii
Baton Turbo Regular Jj Kk Ll Mm Nn Oo Pp Qq Rr
Ss Tt Uu Vv Ww Xx Yy Zz
Baton Turbo is our brand typeface.
We use it in every place we can, except for limited cases
where we’re prevented from doing so.
0123456789.,£$€?&*@()%
We have two weights, bold and regular.
This is for simplicity and maximum contrast. Baton Turbo Regular

The following section explains how to use type effectively. Aa Bb Cc Dd Ee Ff Gg Hh Ii

We use Baton Turbo Medium only Jj Kk Ll Mm Nn Oo Pp Qq Rr
Ss Tt Uu Vv Ww Xx Yy Zz
in the context of a button or lozenge.

0123456789.,£$€?&*@()%

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39 Brand guidelines Typography

Best practice 2:1 Ratio

Good typography is essential to making the

hierarchy of information clear. Headline
An effective tool for this is contrast by weight and
scale. It’s important to remember legibility, and
Subheading
know the context information will appear in before Large body copy
making size and contrast decisions.

We use two scaleable ratios as simple tools to help

choose the correct type size and weight.
3:1:2 Ratio
Those ratios are 2:1 and 3:1:2, which we will break

Headline
down on the next page.

Subheadline
Body copy

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40 Brand guidelines Typography

2:1 ratio Powerful impactful Baton Turbo Bold

96px on 96px
Tracking -30

The headline is 100%

The subheading 50%
The body copy is 25%
statement headline
Use this ratio for longer stand-alone headlines,
accompanied by a subheading that introduces
a short paragraph of information. Impactful statement subtitle Baton Turbo Bold
48px on 48px
Tracking -30

Great for general use like posters, This body copy is easy to read. Sed ut perspiciatis unde omnis iste natus
Baton Regular
error sit voluptatem accusantium doloremque laudantium, totam rem
presentations and social posts. aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto
16px on 20px (125%)
Tracking -15
beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia
voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni
Where possible keep type responsive. dolores eos qui ratione voluptatem sequi nesciunt.

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41 Brand guidelines Typography

3:1:2 Ratio
The headline is 100%.
The subheading 33% of the headline.
Powerful
Impactful statement subtitle
Baton Turbo Bold
144px on 144px
Tracking -30

Baton Turbo Bold

48px on 48px
The body copy is 50% of the subheading. Tracking -30

Use this ratio with short, bold headlines

accompanied by an immediate subheading
Body copy that is easy to read. sed ut perspiciatis unde omnis iste natus
or call to action, with dense copy or error sit voluptatem accusantium doloremque laudantium, totam rem
Baton Regular
16pt on 20px (125%)
multiple paragraphs of information. aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto Tracking -15
beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia
voluptas sit aspernatur aut odit aut perspiciatis unde omnis iste natus error
Great for general use like blog posts, sit voluptatem accusantium doloremque laudantium, totam rem aperiam,
posters, guidelines, annual reports, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae
welcome packs, guides, documents. dicta sunt explicabo.

Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut
Avoid large, dense paragraphs on socials fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem
and avoid flattened JPGs of long-form copy. sequi nesciunt. fugit, sed quia consequuntur magni dolores eos qui ratione
voluptatem sequi nesciunt.

Where possible keep type responsive.

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42 Brand guidelines Typography

Leading Tracking
Our headline sits on 100% leading. Our headline has -30 tracking.
For example 96px on 96px. Our subheading has -30 tracking.
Our body copy has -15 tracking.
Our subheading sits on 100% leading.
For example 48px on 48px.

Our body copy sits on 125% leading.

Below are some common examples: House favourites
12pt on 15pt
Headline Body Copy
16pt on 20pt
240pt on 240pt -30 48pt on 60pt -15
24pt on 30pt
144pt on 144pt -30 36pt on 36pt -15
120pt on 120 -30 24pt on 30pt -15
Formula: Example:
96pt on 96pt -30 18pt on 23pt -15
Y = X + (X÷4) 24 - 100%
72pt on 72pt -30 16pt on 20pt -15
X represents the font size. 24 ÷ 4 = 6 (25%)
48pt on 48pt -30 12pt on 15pt -15
Y represents the body copy leading. 24 + 6 = 30 (125%)
32pt on 32pt -30
24pt on 24pt -30

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43 Brand guidelines Typography

Line length Powerful Automate One word

Automation is powerful Start powered up

When writing copy lines for comms, there are Three words

some guiding principles that naturally align

with good design.
Momentum Momentum Three ine ragged (5-7)
When writing headlines aim to work within the builds change builds change
following tried and tested methods:

One word Power up The world is Two line ragged (5-7)

Three words to scale up what you make it
Three word, ragged
Two line, ragged (5-7 words)
Three line ragged (6-9 words)
Impact your Power your Three line ragged (6-9)

CTA destination (3-5 words + .com) business with business with

“Learn more at Make.com” automation automation
CTA discovery (6-9 words +.com)
“Sign up for free today at Make.com” Make an impact Make a difference
to in your to your business
workflow today with automation

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44 Brand guidelines Typography

Google font Aa Bb Cc Dd Ee Ff Gg Hh Ii
Inter Bold

Jj Kk Ll Mm Nn Oo Pp Qq Rr
Ss Tt Uu Vv Ww Xx Yy Zz
Inter is our Google font. We use it across all
cloud/drive documents and presentations

0123456789.,£$€?&* %
where Baton Turbo is not accessible.

Inter Light
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj
Kk Ll Mm Nn Oo Pp Qq Rr Ss
Tt Uu Vv Ww Xx Yy Zz
0123456789.,£$€?&* %
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45 Brand guidelines Typography

System font Arial Bold

Aa Bb Cc Dd Ee Ff Gg
Our system font is Arial.
Please only use it when you have to.
Hh Ii Jj Kk Ll Mm Nn Oo
Pp Qq Rr Ss Tt Uu Vv
Ww Xx Yy Zz
0123456789.,£$€?&*@()
Arial Regular

Aa Bb Cc Dd Ee Ff Gg Hh Ii
Jj Kk Ll Mm Nn Oo Pp Qq Rr
Ss Tt Uu Vv Ww Xx Yy Zz
0123456789.,£$€?&*@()%

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46 Brand guidelines Graphic assets

Graphic assets

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47 Brand guidelines Graphic assets

100%

Domino
33%

Our domino serves as the foundation for everything.

It’s where momentum builds, and power flows.

Our domino is designed with a 3:1 ratio, inspired

by the ‘m’ in our logo.
3:1 33%
We never showcase a single domino. A lone vertical
domino visually conveys something we’re not: static.

Now that you’re familiar with our domino’s shape,

you’ll encounter it consistently throughout our
brand. Please treat it with respect.
33%

20R

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48 Brand guidelines Graphic assets

Impact domino
When our dominos make contact, it signifies
a connection and the transfer of power.

The vertical domino should always be on the right side

of the artboard, with 50% of it cropped. This suggests
there are more dominoes just out of view.

The angled dominoes connect when rotated 15º

from a distance of 75% of the domino’s width.

For instance, if you have two vertical dominoes side

by side, each measuring 100px by 300px (3:1 ratio),
there will be a 75px gap between them.

When one domino is rotated from that position and

aligned correctly on the baseline, they will connect. 15º

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49 Brand guidelines Graphic assets

Momentum domino
We have two graphic assets for our momentum
dominos. One asset is six dominos in length,
the other eight.

Due to the complexity to create these assets, please

do not attempt to recreate or extend the dominos.
These assets have been custom-drawn and
approved to ensure balance and grounding.

Beyond eight dominos, the spirit of momentum is

lost. Instead, the dominos begin to look fallen or flat.
This is because there is no longer enough contrast
between the impact angle of each domino.

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50 Brand guidelines Graphic assets

Background
Make is continuously active in the background, and
Make a difference
occasionally, we might want to convey that narrative. We can
achieve this by featuring dominos in the background of our
communications to emphasise the concept of motion.
To effectively communicate this idea, the close-up crop
should display at least three points of impact.

When cropping background dominos, adhere to these

three key principles for best results:

Always in motion: Our dominos should never be static.

Avoid using vertical or stationary dominos in the background.

Recessive colours: Opt for colour combinations defined

on the next page, as some work better than others.
The world is what you make it
Corners and edges: When possible, align straight lines and
angles with the corners of the document for a dynamic look.

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51 Brand guidelines Graphic assets

Power Build momentum

Build momentum Make it happen

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52 Brand guidelines Gradients

Gradients

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53 Brand guidelines Gradients

Our power flows forwards to

put customer impact first.

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54 Brand guidelines Gradients

We use gradients
in four ways
1. Dominos
2. Environmental 1. 3.
3. Data
4. Typographic

2. 4.

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55 Brand guidelines Gradients

1. Domino gradients

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56 Brand guidelines Gradients

Impact domino x2
For the purpose of telling stories about how
connection and that first scenario can have
an impact on the customer and their business.

Please use the asset provided.

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57 Brand guidelines Gradients

Specification x2
The assets provided in the brand toolkit are sufficient
for all applications.

However, should there come a time that you are

required to adjust or recreate the domino gradient,
this page will show you how.

Caution: not all creative software will have sufficient

gradient capabilities to create our gradient.

Please use the latest version of Adobe Illustrator.

Please approve any and all customisations with the
brand team.

X
40% 30%

100% 40% 0%

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58 Brand guidelines Gradients

Impact crops
When cropping the impact domino, refer to these four overarching
principles for best practice:

1. Rule of thirds
Look for natural horizontal and vertical positioning in your layouts

2. Clearspace
Always retain the top right clearspace to ensure the domino will
never dominate. This will naturally retain a space for our logo,
lozenge or button.

3. Edge
Never crop the vertical domino e.g. by moving the asset off the X
canvas edge and narrowing the width. Only crop from bottom-up.

4. Background
Only use the impact domino on these coloured backgrounds:

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59 Brand guidelines Gradients

Momentum dominos x6
For the purpose of telling stories about when
momentum is built with incremental gains, and
when customers can begin to feel powerful and
see a new direction and pace of growth.

Please use the asset provided.

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60 Brand guidelines Gradients

Specification x6
The assets provided in the brand toolkit are
sufficient for all applications.

However, should there come a time that you are required

to adjust or recreate the domino gradient, this page will
show you how.

Caution: not all creative software will have sufficient

gradient capabilities to create our gradient. Please use
the latest version of Adobe Illustrator. Please approve
any and all customisations with the brand team.

40% 30%

75% 30% 0%

For help and more information, Slack #ask-marketing

61 Brand guidelines Gradients

Momentum crops x6
X

When cropping the momentum domino, refer to these X

four overarching principles for best practice:

1. Crop
Always crop above the bottom corners of the angled dominoes.
Always show at least three points of impact.

2. Rule of thirds
Look for natural horizontal and vertical positioning in your layouts.

2. Clearspace
Whether cropped or shown in full, always retain the top right
clearspace to ensures the domino will never dominate.

3. Edge
Never crop the vertical domino e.g. by moving the asset off the canvas
edge and narrowing the width. Only crop from bottom-up.

4. Background
Only use the momentum domino on these coloured backgrounds:

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62 Brand guidelines Gradients

Momentum dominos x8
For the purpose of telling stories about
when momentum is built with incremental
gains, customers can begin to feel powerful
and see a new direction and pace of growth.

The use of eight dominos with a four colour

gradient makes our domino blend
seamlessly with our dark background.
This works very well in horizontal formats.

Please use the asset provided.

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63 Brand guidelines Gradients

Specification x8
The assets provided in the brand toolkit are sufficient
for all application.

However, should there come a time that you are

required to adjust or recreate the domino gradient,
this page will show you how.

Caution: not all creative software will have sufficient

gradient capabilities to create our gradient. Please use
the latest version of Adobe Illustrator. Please approve
any and all customisations with the brand team.

45% 40% 30%

100% 60% 30% 0%

For help and more information, Slack #ask-marketing

64 Brand guidelines Gradients

Momentum crops x8
X

When cropping the momentum domino, refer to these X

four overarching principles for best practice:

1. Crop
Always crop above the bottom corners of the angled dominoes.
Always show at least three points of impact.

2. Rule of thirds
Look for natural horizontal and vertical positioning in your layouts

2. Clearspace
Whether cropped or shown in full, always retain the top right
clearspace to ensures the domino will never dominate.

3. Edge
Never crop the vertical domino e.g. by moving the asset off the canvas
edge and narrowing the width. Only crop from bottom-up.

4. Background
Only use the impact domino on these coloured backgrounds:

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65 Brand guidelines Gradients

2. Environmental gradients

Power crops

Horizontal
alignment
Environmental gradients transition from our dark
to light brand colours, symbolising power, direction
and momentum (see asset).

A suite of two-colour & three-colour assets have been Supplied assets

provided for ease of use and consistency. Please approve
any and all customisations with the brand team.

For help and more information, Slack #ask-marketing

66 Brand guidelines Gradients

Two-colour gradients
Our two-colour gradients reinforce that we are in #220041 to #8200FA #F9A7FB to #FCD3FD
a still in a powerful environment. The directional
colour represents momentum when the dominos
are not present.

Our two-colour gradients should be used

intelligently in the correct context and level
of our brand.

Assets exist for all two-colour gradients exist

in 16:9, 4:5 and 1:1 formats. #8200FA to #F024F6 #FCD3FD to #FCF3F8

#F024F6 to #F9A7FB #FCF3F8 to #FFFFFF

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67 Brand guidelines Gradients

Specification
16:9
The assets provided in the brand toolkit are
sufficient for all applications.
12.5% 100% 12.5%

However, should there come a time that you

are required to adjust or recreate the two-colour
gradient, this page will show you how.

30%

90% 0%

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68 Brand guidelines Gradients

Three-colour gradient
Our three-colour gradients reinforce that we are
in a powerful environment. The directional
colour represents momentum when the dominos
are not present.

Please only use our three-colour gradient at the

marketing layer or product explanatory layer.

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69 Brand guidelines Gradients

Specification
16:9
The assets provided in the brand toolkit
are sufficient for all applications.
12.5% 100% 12.5%

However, should there come a time that you are

required to adjust or recreate the three-colour
gradient, this page will show you how.

40% 35%

90% 25% 0%

For help and more information, Slack #ask-marketing

70 Brand guidelines Gradients

Alternative formats
4:5
1:1

50% 50%

40% 50% 40% 50%

85% 30% 0% 80% 30% 0%

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71 Brand guidelines Gradients

3. Data gradient

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72 Brand guidelines Gradients

Data gradient
Our data gradient is a visual representation of the transfer
of information from one app to another within our platform.

The data gradient should always appear after the first

app (far left) on the second of the first three data dots.

This is to reinforce the live and autonomous transfer

of data from one app to another.

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73 Brand guidelines Gradients

Scaleability
Our data gradient can be used as both a dominant
and recessive graphic device.

There will be times when we want to focus on the

power of data within our product. There will also
be times when we want to focus on the apps that
are connected.

Each situation will require a defined hierarchy of

information, specifically when it comes to colour.
The size of the data gradient will need to be
considered within that hierarchy.

Although this asset is flexible, to ensure

consistency, please use the pre-scaled assets
provided. Any variation on the rule will need to be
approved by the brand team. Please do not
attempt to recreate the data gradient.

For help and more information, Slack #ask-marketing

74 Brand guidelines Gradients

Data gradient
assets
1. Small data gradient for use on Make Purple.
2. Large data gradient for use on Make Purple. 1. 3.
3. Small data gradient for use on Deep Purple.
4. Large data gradient for use on Deep Purple.

2. 4.

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75 Brand guidelines Gradients

4. Typographic gradient

80% 50% 20%

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76 Brand guidelines Gradients

Begin a sentence

Specification on
dark backgrounds
The typographic gradient can feature as a stand alone Highlight a word within a sentence
word like ‘power’. It can also feature within a line of copy.
For best practice aim for a sweet spot of highlighting
one word in a three to five word statement.

Two colour: #8200FA to #F024F6

Nested in #FFFFFF only
Background #220041 only

End a sentence

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77 Brand guidelines Gradients

Begin a sentence

Specification on
light backgrounds
Two colour: #8200FA to #F024F6 Highlight a word within a sentence
Nested in #000000 only
Background #FCF3F8 only

End a sentence

For help and more information, Slack #ask-marketing

78 Brand guidelines Gradients

Lozenge

Best practice
Lozenge

to your workflow CRM solutions

How to automate cold
outreach to get more leads

Please only use the typographic gradient in suitable

circumstances. Always consider the following: Call to action

Call to action

1. Hierarchy
The typographic gradient should be a key POI.
1. 3.
This should be reflected in layout, size and scale.

2. Contrast
Only use the typographic gradient on either our solid brand
colours or our two colour gradients for contrast and clarity.
Lozenge

3. Emphasis
Please be sure to only highlight the most important
keyword in the headline. Get more leads with

4. Line length
Only highlight one keyword in a three to five word headline.
Call to action

2. 4.

For help and more information, Slack #ask-marketing

79 Brand guidelines Gradients

Single colour emphasis Presentation

with keyword
How automation
helps behind
the scenes

headline
If you are unable to emphasise a headline keyword using our Read article →

typographic gradient, please use Make Pink only.

Slide information

Please do not highlight keywords in Action Magenta as this

will confuse tried and tested CTA’s and buttons.
1a 2a

Common examples:
1. Presentation slide
2. Email

How automation
Presentation helps behind
the scenes
with keyword
headline
Read article →
Slide information

1b 2b

For help and more information, Slack #ask-marketing

80 Brand guidelines Grid

Grid

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81 Brand guidelines Grid

Our grid brings structure

and ties everything together.
It’s the blueprint that underpins
all of our communication.

For help and more information, Slack #ask-marketing

82 Brand guidelines Grid

1080px

4:5 Portrait
Margin: 120px
Columns: 6
Gutter: 24px
POI safe area: 60px

Space is our friend and our content should breathe

1350px
across all touchpoints. However, there may be
scenarios where an application may require:

1. 25% reduction of the margin to 90px

2. 50% reduction of the margin to 60px

Please test this alternative layout at scale.

Please account for any transparent UI across
platforms that may overlap with our content.

For help and more information, Slack #ask-marketing

83 Brand guidelines Grid

Examples
Lozenge Lozenge

Supportive subheading

Headline across Powerful impactful

three lines statement headline
powerful title across three lines
Sed ut perspiciatis unde omnis iste natus error
Supportive subheading sit voluptatem accusantium doloremque
laudantium, totam rem aperiam, eaque ipsa

Impactful quae ab illo inventore veritatis et quasi

architecto beatae vitae dicta sunt explicabo.

short headline

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84 Brand guidelines Grid

16:9 Landscape 1920px

Margin: 120px
Columns: 12
Gutter: 24px
POI safe area: 60px

Space is our friend and our content should

1080px
breathe across all touchpoints. However,
there may be scenarios where an application
may require:

1. 25% reduction of the margin to 90px

2. 50% reduction of the margin to 60px

Please test this alternative layout at scale.

Please account for any transparent UI across
platforms that may overlap with our content.

For help and more information, Slack #ask-marketing

85 Brand guidelines Grid

Examples

Lozenge Lozenge

Supportive subheading for context

Impactful
Headline across short headline
three lines Supportive subheading for context

powerful title

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86 Brand guidelines Grid

1080px

1:1 Square
Margin: 120px
Columns: 6
Gutter: 24px
POI safe area: 12px

Space is our friend and our content should breathe

1080px
across all touchpoints. However, there may be
scenarios where an application may require:

1. 25% reduction of the margin to 90px

2. 50% reduction of the margin to 60px

Please test this alternative layout at scale.

Please account for any transparent UI across
platforms that may overlap with our content.

For help and more information, Slack #ask-marketing

87 Brand guidelines Grid

Examples
Lozenge Lozenge

Supportive subheading
Impactful
Headline across short headline
three lines
powerful title
Supportive subheading for context

Sed ut perspiciatis unde omnis iste natus

error sit voluptatem accusantium
doloremque laudantium, totam rem
aperiam, eaque ipsa quae ab illo inventore
veritatis et quasi architecto beatae vitae
dicta sunt explicabo.

For help and more information, Slack #ask-marketing

88 Brand guidelines Photography

Photography

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89 Brand guidelines Photography

Capturing how powerful

people feel with Make.

Photography is how we humanise our brand.

Representation is important, and we want to use
photography that reflects everyone who uses our
product and how we can benefit their workflow.

For help and more information, Slack #ask-marketing

90 Brand guidelines Photography

The three stages of making

Stage one Stage two Stage three

The dreamers The builders The innovators

Sentiment Sentiment Sentiment

Energised Incentivised Satisfied

Rally cry Rally cry Rally cry

What I make will have an impact What I’m making is building momentum What I’ve made is powering our growth

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91 Brand guidelines Photography

Stage one Stage two Stage three

The dreamers The builders The innovators

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92 Brand guidelines Photography

1. The dreamers
Dreamers are new to the product, they may even
be new to automation. The dreamers are in the
ideation stage and learning how to use Make.

We should look to use photography from our suite

of images that captures the spirit of the following:

Impact
Creating
Brainstorming
Technology
Collaboration
Ideation

Note: Always read the copy of the comms when

choosing which images to use.

For help and more information, Slack #ask-marketing

93 Brand guidelines Photography

2. The builders
Builders are engrossed in the product. We’re
capturing our customers using our product in candid
moments of progress and growth. The builders are in
the creation phase and starting to see the benefit of
Make.

We should look to use photography from our suite of

images that captures the spirit of the following:

Momentum
‘A-ha’ moment
Growth
Community
Collaboration
Commitment
Effort

Note: Always read the copy of the comms when

choosing which images to use.

For help and more information, Slack #ask-marketing

94 Brand guidelines Photography

3. The innovators
Innovators have mastered our product. They are reaping
and sharing the benefit. We’re capturing customers with
a growth mindset that are firmly rooted in our ecosystem.
The innovators are in the implementation phase. They
have optimised their environment with automation, so
now they can focus on what’s important at scale.

We should look to use photography from our suite of

images that captures the spirit of the following:

Power
Liberation
Freedom
Focus
Scale
Big picture
Global issues

Note: Always read the copy of the comms when choosing

which images to use.

For help and more information, Slack #ask-marketing

95 Brand guidelines Photography

Cutaways
Sometimes we may want to communicate a tone or
an atmosphere rather than a specific idea. This can
be achieved by using multiple images that evoke a
sense of a Make customer environment.

These images should be used as supportive

images to help enrich our comms.

Note: We are people focused, so please only use

cutaways to help establish the environment that
our customers are in. If only featuring a single
image, it should always include people.

For help and more information, Slack #ask-marketing

96 Brand guidelines Explanatory layer

Explanatory layer

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97 Brand guidelines Explanatory layer

Showing people the power

they can unlock with Make.

Make is visual and easy to embrace, but helping people

understand what automation can do for them and the power
it can unlock can be hard. That’s why we’ve developed an
explanatory layer to sit alongside our product. This is to help
our first time customers understand what we do and why we
can be of value, as well as inspire our existing customers to
create bigger better and more technical scenarios.

For help and more information, Slack #ask-marketing

98 Brand guidelines Explanatory layer

What is a scenario?
A scenario is an automated task or process connecting
multiple apps. In the explanatory layer, a scenario appears
Descriptor domino for
as a simplified graphic representation of our product. explanatory information

The application circles and connecting dots mimic the

product in style and are begin to familiarise those new
to Make with our platform UI.

Within the explanatory layer, scenarios are used as

educational storytelling devices. Scenarios explain and Descriptor domino for
explanatory information
inspire customers with what our product can do.

It is important that we show the breadth of our product

Represents an icon or third-party application logo
and its core feature like the router. Please remember
the core principle is to engage our audience with clear,
simple and relevant scenarios.

For help and more information, Slack #ask-marketing

99 Brand guidelines Explanatory layer

Descriptor placement: uniform

Descriptor domino for Descriptor domino for Descriptor domino for
explanatory information explanatory information explanatory information

For help and more information, Slack #ask-marketing

100 Brand guidelines Explanatory layer

Descriptor placement: overlay

Descriptor domino for Descriptor domino for Descriptor domino for

explanatory information explanatory information explanatory information

For help and more information, Slack #ask-marketing

101 Brand guidelines Explanatory layer

Uniform specification
Descriptor domino for Descriptor domino for Descriptor domino for
explanatory information explanatory information explanatory information
10%
20px

100%
200px
Descriptor domino for Descriptor domino for
explanatory information explanatory information
130%
260px

10%
20px
Descriptor domino for Descriptor domino for Descriptor domino for
explanatory information explanatory information explanatory information

Descriptors should sit on a 90˚ or 180˚ angle with

a clearspace that is 20% the diameter of the purple
circle, measured from the edge of the keyline.
Please use assets provided.

For help and more information, Slack #ask-marketing

102 Brand guidelines Explanatory layer

Overlay specification

Descriptor domino for Descriptor domino for Descriptor domino for

explanatory information explanatory information explanatory information
110%
220px

Descriptor domino for Descriptor domino for 100%

explanatory information explanatory information 200px

80%
160px
Descriptor domino for Descriptor domino for Descriptor domino for
explanatory information explanatory information explanatory information

Descriptors should sit on a 90˚ or 180˚ angle,

overlapping the circle, with a clearspace for third-party
logos that is 80% the diameter of the purple circle
Please use assets provided.

For help and more information, Slack #ask-marketing

103 Brand guidelines Explanatory layer

One line looks like this

One line One line of information

Descriptor Two lines of ragged right

Responsive

specification
look like this descriptor
Two lines
Based off two line
20%
H 12px
Three lines of ragged right 40px One line of information
15%
descriptor information
Our descriptor explains what is happening in the scenario. looks a lot like this example 20%
9px
The descriptor should predominantly talk in the present 12px
or near-future tense. We always see our scenarios working Three lines

in real time, in action or about to be triggered.

Four lines of ragged
We should never talk about what has happened, only right descriptor info
what is happening, or is about to happen. This creates looks like this example Descriptor domino for
a sense of momentum and anticipation. And is the max length 00
explanatory information

Four lines
Responsive
Use short words, sharp sentences and simple language
so as to not confuse our audience. Descriptor should be
approximately 3-5 words in line width. Five lines of ragged
right descriptor information Responsive width R
looks like this example H 10%
Please use assets provided. And is too long and copy 100%
30% on 35%, example 6px
60px 18 on 21 -15 tracking
should be re-written 15%
9px
20%
Five lines 12px

For help and more information, Slack #ask-marketing

104 Brand guidelines Explanatory layer

Router varients

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105 Brand guidelines Explanatory layer

Router specification 90˚

90˚ 90˚
90˚

45˚
45˚ 45˚
45˚

15%
30px

0˚ 0˚0˚

15%
30px

45˚
45˚ 45˚
45˚

Data dots are positioned 15% the diameter of 90˚ 90˚

90˚ 90˚
the circle, measured from the edge of the keyline.
Please use assets provided.

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106 Brand guidelines Explanatory layer

Blueprint 82.5%
90˚

45˚
52.5%

15% 15%
12.5% 12.5%
12.5%

140% 110% 100% 75% 15% 15% 0˚

12.5% 7.5% 12.5%

15% 15%

45˚
Should the explanatory layer need to be recreated
for a specific application or use case, please use
these ratios and geometry to create the graphic 245% 90˚
elements. All additional creative development must
be approved by the brand team.

For help and more information, Slack #ask-marketing

107 Brand guidelines Explanatory layer

Scenario templates
Please use the suite of asset templates provided.

App Two app scenario Three app scenario Four app scenario

For help and more information, Slack #ask-marketing

108 Brand guidelines Explanatory layer

Scenario templates
Please use the suite of asset templates provided.

Diagonal router Vertical router Cross router

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109 Brand guidelines Explanatory layer

Icon or logo?
When should icons be used? Record sales call Generate text summary Message team
Icons should be used to visualise scenarios
depicting generic workflows our customers
are familiar with that our product can automate.
Generic scenario: icons
Icons should feature in White on Make Purple only.

When should third party logos be used? Specific scenario: logos

Third party logos should be used to visualise
scenarios depicting specific workflows our
customers can automate by connecting apps
to our product.

Third party logos should feature in white, or in

black if contrast is required.

Third party logos must feature the third party

brand colours (Facebook blue, Mailchimp yellow).
Record Gong sales call Summarise with ChatGPT Message team on Slack

For help and more information, Slack #ask-marketing

110 Brand guidelines Explanatory layer
Bento box corners

Scenario +
photography
When we combine our scenarios with our photography our
customers can easily understand the power our product can
bring to their workflow.

Specification
Scenarios should overlap photography by 1/5 the diameter of the
scenario builder (Make Purple circle).

More than 1/5 will interfere with the data gradient.

Less than 1/5 will begin to conflict with the white keyline. 1/5

All photography should be centrally aligned,

intuitively cropped with rounded corners.

Please only use 2-4 step scenarios.

Please do not include a router. Central alignment

Data Dots
Please use colour combinations with good contrast and clarity. Additional data dots colour combination

#FFFFFF on #220041 #F9A7FB on #8200FA #FFFFFF on #F9A7FB #F9A7FB on #FCF3F8

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111 Brand guidelines Explanatory layer

Best practice
Bringing everything together in context makes
for a powerful communication toolkit.

For help and more information, Slack #ask-marketing

112 Brand guidelines Lozenge

Lozenge & CTA

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113 Brand guidelines Lozenge & CTA

00 Section
Lozenge Digits Medium

Our lozenges are used to help differentiate between W 400% 240px

different comms coexisting on single platforms. D D
100%
60px 00 60%
36px
100%
60px
Section 60%
36px
We may want to host a webinar one day and talk 30px 30px
about a workshop we’re running the next, followed
by our latest customer conference.

Our lozenge system allows our customers to quickly

identify what they’re looking at and if
it is of value to them.
Blog Workshops
Lozenge specification Short Long
Baton Turbo Medium -30
Minimum height: 60px
Maximum length: 240px
W 250% 150px W 400% 240px
H H
Please use components provided.
Please note a lozenge is not a button.
100%
60px Blog 60%
36px
100%
60px Workshops 60%
36px

30px 30px 30px 30px

For help and more information, Slack #ask-marketing

114 Brand guidelines Lozenge & CTA

Webinar Webinar
Colour combinations #000000 on #FFFFFF #000000 on #FFFFFF

To ensure maximum contrast and stand-out

please use the appropriate colour combination.
Webinar Webinar
Our lozenge should feature in Make Purple or white.
#000000 on #FFFFFF #FFFFFF on #8200FA
Please do not use Action Magenta or Action Blue
colours for lozenges as this will cause confusion
with our CTA buttons.

Webinar Webinar
#000000 on #FFFFFF #000000 on #FFFFFF

Webinar Webinar
a#000000 on #FFFFFF #FFFFFF on #8200FA

For help and more information, Slack #ask-marketing

115 Brand guidelines Lozenge & CTA

34 Lozenge Lozenge 74
Icon lozenge Left Right

Our lozenges are used to help differentiate between Left side number Right side number
different comms coexisting on single platforms. D D
100%
60px 51 Lozenge
42 60%
36px
100%
60px
Lozenge 82 60%
36px
Lozenge specification 3px 15px 30px 30px 15px 3px
Baton Turbo Medium -30
Minimum height: 60px
Maximum length: 240px

Please use components provided.

Lozenge Lozenge
Left Right

Left side number Right side number

H H
100%
60px 42 Lozenge 60%
36px
100%
60px Lozenge 60%
36px

3px 15px 30px 30px 15px 3px

For help and more information, Slack #ask-marketing

116 Brand guidelines Lozenge & CTA

Lozenge Lozenge
Colour combinations #000000 on #FFFFFF #000000 on #FFFFFF

To ensure maximum contrast and stand-out

please use the appropriate colour combination.
Lozenge Lozenge
Our lozenge should feature in Make Purple or white.
#000000 on #FFFFFF #FFFFFF on #8200FA
Please do not use Action Magenta or Action Blue
colours for lozenges as this will cause confusion with
our CTA buttons.

Lozenge Lozenge
#000000 on #FFFFFF #000000 on #FFFFFF

Lozenge Lozenge
a#000000 on #FFFFFF #FFFFFF on #8200FA

For help and more information, Slack #ask-marketing

117 Brand guidelines Lozenge & CTA

Lozenge placement
The size of the lozenge is dictated by the margin.

If the margin is 120px then the height of the lozenge will

be 60px, allowing for x2 lozenge clearspace.

There may be some applications where the lozenge requires

more clearspace, for example to fit the template of a
watermarked UI on social media platform. All deviations
should be signed off by brand.

For help and more information, Slack #ask-marketing

118 Brand guidelines Lozenge & CTA

Regular Large

H H
R R
30% 20px 10px
30% 24px 10px

CTA
60px 60px

10% W 10% 10% W 10%

18px 100% 18px 18px 100% 18px
180px 180px

Our CTA button allows our customers to quickly identify where

to take action and engage with digital applications.
Click here Click here
All CTA’s should be in Action Magenta or Action Blue. These action colours
were specifically designed to stand out from the core brand colours. Light Light

CTA button specification

Baton Turbo Medium -30
33% H of button
3:1 Ratio Click here Click here
Example Core Core
180px W x 60px H (3:1)
10px Rounded Corners 16.67% H (1/6)
Typography 20px 33% H (1/3)

Rounded corners are 1/6 the height of the button. Click here Click here
Please use the components provided.
Please note a lozenge is not a button. Dark Dark

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119 Brand guidelines Customer journey

Customer journey

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120 Brand guidelines Customer journey

The intent, look and feel of our

communications develop as our
customers get to know us better.

The following pages will explain this idea further.

It is important to know who you are talking to and
what change you are seeking to make with the
work produced. Without a defined goal or target
audience, the intent of our work will be confusing.

For help and more information, Slack #ask-marketing

121 Brand guidelines Customer journey

Marketing Product

Emotional, big picture, short, snappy disruptive Specific targeted, customer data driven comms

Need a trustworthy
Make a Build momentum pre-payment
system solution?
start today with automation
Having trouble scaling?
Make automation a priority in your Stack automation over time to grow quicker
workflow and focus your time on what The more you automate, the less time you
makes a difference in your business. spend managing mundane tasks and the more
time you spend focusing on what matters.
Discover more at make.com

Make powerful
connections
With over 1250 app to connect and
automate. Start automating your
workflow today and build a powerful A trustworthy payment system is essential for
workflow to scale your business e-commerce success. Learn how Make partner
and automation expert Mitch Schwartz conquered
the thorny issue of PCI compliance using Make,
Find out more at make.com Stripe, and Adalo over on our community.

Impact focused Momentum focused Power focused People focused Product focused

For help and more information, Slack #ask-marketing

122 Brand guidelines Customer journey

Leads into Discovery →

Marketing
This is the environment we want to capture people
for the first time. We don’t want to confuse them,
we want to excite and inspire them to learn more.

Primary focus: Impact, Momentum

Secondary focus: Power, People
Dominant feature: Dominos, Gradient

Remember:
There will often be instances where specific pieces
of comms focus on all aspects of the customer journey.

In these instances, it is important

to ask four important questions:

1. Who is this for?

2. What is the topic of information?
3. How can I group the design with existing comms
for customer orientation?
4. Which focus best serves the customer?

For help and more information, Slack #ask-marketing

123 Brand guidelines Customer journey

Leads into Product →

Discovery
In this environment, we want to help customers discover
the specific and targeted opportunities Make can offer them.
They should feel excited about everything that’s possible.

Primary focus: Power, People

Secondary focus: Connection, Apps
Dominant feature: Scenarios, Solutions

Remember:
There will often be instances where specific pieces
of comms focus on all aspects of the customer journey.

In these instances, it is important

to ask four important questions:

1. Who is this for?

2. What is the topic of information?
3. How can I group the design with existing comms
for customer orientation?
4. Which focus best serves the customer?

For help and more information, Slack #ask-marketing

124 Brand guidelines Customer journey

Product
In this environment our customers are interacting
with our product. Here we want to teach, empower and
reinforce the tangible benefits our product can unlock.

Primary focus: Product, Scenarios

Secondary focus: Apps, Solutions
Dominant feature: Product Visuals, Details

Remember:
There will often be instances where specific pieces
of comms focus on all aspects of the customer journey.

In these instances, it is important

to ask four important questions:

1. Who is this for?

2. What is the topic of information?
3. How can I group the design with existing comms
for customer orientation?
4. Which focus best serves the customer?

For help and more information, Slack #ask-marketing

125 Brand guidelines Application

Application

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126 Brand guidelines Application

From first impressions to working

with Make every day, we need to
be reliable and consistent.

Once we know how to use our toolkit, we can take

that knowledge and execute it to a high standard.

The following pages exist to inspire you when creating

new and powerful work. If the work you make looks like it
belongs in this section – this is a good indicator that you
are making work that we can be proud of.

For help and more information, Slack #ask-marketing

127 Brand guidelines Application

Social posts
We can use the full spectrum of the brand
toolkit across all socials. so long as with
each post we know who we are speaking to,
what we’re saying and how we need to
convey that message visually.

These checkpoints will signpost the way to

a tone and aesthetic that is right for the job.

For help and more information, Slack #ask-marketing

128 Brand guidelines Application

LinkedIn
On LinkedIn we need to provide value. Posts on
LinkedIn should click-through to a blog, video
or tutorial that helps our audience learn.

Generic posts will not perform well. Content with

a clear value proposition from the get-go will.

For help and more information, Slack #ask-marketing

129 Brand guidelines Application

Digital
Websites, squeeze pages and conversion pop-ups
are all techniques that can turn a prospect into
a potential long term customer.

In a digital space, our marketing, explanatory and

product layers can co-exist alongside each other
across applications and executions.

Always make sure to balance the use of colour

and hierarchy across all digital comms, so as to
not be visually dominant in one colour or tone.

For help and more information, Slack #ask-marketing

130 Brand guidelines Application

Newsletter
A newsletter is a great, low-risk environment
to test retention and CTR on specific comms.

A good balance of photography and graphics

should be used to help content breathe while
keeping the reader engaged.

For help and more information, Slack #ask-marketing

131 Brand guidelines Application

Blog
A blog, like a newsletter, is a great, low-risk
environment to test retention and CTR on
specific comms.

A good balance of photography and graphics

should be used to help content breathe while
keeping the reader engaged.

For help and more information, Slack #ask-marketing

132 Brand guidelines Application

Webinar

For help and more information, Slack #ask-marketing

133 Brand guidelines Application

New message

Email signature To:

Subject

Where possible use hyperlinks not PNGs to keep

attachments and kilobytes down. And if your Hi Jane,
chosen email platform has a profile picture built in,
Welcome to the team.
then please only use our logo in your signature.
We’re excited to work with you.

Thanks,
John

John smith
HR Manager

J.smith@make.com
make.com
@make_hq

Send

For help and more information, Slack #ask-marketing

134 Brand guidelines Application

Advertising
If we want to advertise in print or on digital ads,
we must assume that 90% of eyeballs are new.

With that in mind, please only use the top level

marketing assets (dominos, three colour
gradient etc) and bold, snappy copy to maximise
relevance and widen the demographic.

For help and more information, Slack #ask-marketing

135 Brand guidelines Application

Events
If a logo is a window into a world, an event is a world
of adventure. Events are a great opportunity to show
off and have fun, while making long-lasting impact
on new or existing customers.

For help and more information, Slack #ask-marketing

136 Brand guidelines Application

Merchandise
Bags, hats, books, pens, rubbers, posters,
stickers, mugs. You name it, we’ll make it.

Merchandise is a great low-risk execution

to push the brand toolkit.

All merchandise should be signed off by

the brand team before production.

For help and more information, Slack #ask-marketing

137 Brand guidelines

For help and more information, Slack #ask-marketing

Thank you