Brand Identity Guidelines

Interim brandmark use only

Ubuntu Brand Guidelines Introduction

We stand for something

Not empty words or snappy jingles but something – a conviction that
access to information should be fast, sophisticated, safe, reliable and entirely
free. We stand for the very best operating system in the world, created by the
expert few for the global many.

The following guidelines have been designed to help all of us create a professional,
powerful, precise and consistent brand identity that clearly communicates the
Ubuntu values:

FREEDOM, COLLABORATIVE, PRECISE, RELIABLE

Please take the time to understand how to apply this correctly.

Ubuntu Brand Guidelines Contents

THE BRANDMARK

The brandmark 01 Colour palette 11

Circle of Friends 03 File structure 12
Colourways
The brandmark 04
Circle of Friends 05
Exclusion zone
The brandmark 06
Circle of Friends 07
Minimum size and small use 08
Positional guides 09
Incorrect use 10
Ubuntu Brand Guidelines The brandmark 01

THE UBUNTU BRANDMARK

The Ubuntu brandmark captures the precise and Consistent use of the Ubuntu brandmark is essential
reliable qualities of the brand in a straight forward in creating a united brand identity. The master
symbol and wordmark. brandmark is supplied as artwork and should never
be altered, distorted or re-created in any way.
It is made up of a custom designed font (wordmark),
carefully spaced with a re-drawn ‘Circle of Friends’
placed within a roundel.
Ubuntu Brand Guidelines The brandmark 02

CIRCLE OF FRIENDS (CoF)

WORDMARK ROUNDEL

BRANDMARK ELEMENTS

Wordmark Roundel
Logotype created using our unique, custom designed Circular holding device for the Circle of Friends
font. With each letter carefully spaced for the correct for added precision and clarity.
feel and maximum legibilty.

Circle of Friends
A crafted graphic symbol that represents; freedom,
collaboration, precision and reliability.
Ubuntu Brand Guidelines Circle of Friends 03

THE CIRCLE OF FRIENDS

The Ubuntu brandmark is made up of the Ubuntu

wordmark and the Ubuntu symbol. This symbol is
called the ‘Circle of Friends’.

It has been carefully re-drawn and positioned

within a roundel for precision and added clarity.
Ubuntu Brand Guidelines Colourways The brandmark 04

white and orange (orange Circle of Friends) white and orange orange

black and orange white black

AVAILABLE COLOURWAYS

The brandmark is supplied as Pantone and CMYK

versions for print, and HEX versions for web. It can
only be used on one of the Ubuntu colours, shown
on page 11.

Never change any of the colours in the brandmark.

For detailed colour specifications refer to page 11.
Ubuntu Brand Guidelines Colourways Circle of Friends 05

white and orange orange white black

AVAILABLE COLOURWAYS

The Circle of Friends is supplied as Pantone and CMYK

versions for print, and HEX versions for web. It can
only be used on one of the Ubuntu colours, shown
on page 11.

Never change any of the colours in the brandmark.

For detailed colour specifications refer to page 11.
Ubuntu Brand Guidelines Exclusion zone The brandmark 06

DEFINING THE EXCLUSION ZONE

The Ubuntu brandmark must always have a clear

area surrounding it, free from any other element.

To define this area, measure the height of the

roundel and use half this measure to create the
boundary of clear space around the brandmark.
Ubuntu Brand Guidelines Surrounding space Circle of Friends 07

DEFINING THE EXCLUSION ZONE

The Circle of Friends, when used on its own, must

always have a clear area surrounding it, free from
any other element.

To define this area, measure the height of the

roundel and use a quarter of this measure to create
the boundary of clear space.
Ubuntu Brand Guidelines Minimum size and small use 08

MINIMUM SIZE

Standard Use Version Small Use Version

Always ensure the brandmark is clear and legible. When it is necessary to use the brandmark at a
width less than 30mm a ‘small use version’ has
Standard versions of the brandmark must never been created.
be used at a width less than 30mm, as shown above.
This version must never be used at a width less
than 15mm.
Ubuntu Brand Guidelines Positional guides 09

CENTERING THE BRANDMARK

When centering the brandmark, it is important to Vertical alignment

maintain a visual balance of surrounding space. Position the brandmark so that the roundel sits
on the centre of the page/screen.
Horizontal alignment
Align the mid-point between the ‘u’ and ‘n’ with
the centre of the page/screen.
Ubuntu Brand Guidelines Incorrect use 10

1. 2. 3.

4. 5. 6.

7.

INCORRECT USE YOU MUST NOT…

Ensuring the correct application of the brandmark 1. Change the spacing between the individual 5. Place the brandmark at an angle
is paramount to the Ubuntu brand identity. elements or characters
6. Change the proportion of the brandmark
By following the guidelines on how to use them 2. Change the colour of the wordmark
you will help to build a powerful and united identity 7. Place the brandmark on a non brand colour
for the Ubuntu brand. 3. Change the colour of the Circle of Friends

The examples on this page show some incorrect 4. Change the arrangement of the elements
uses of the brandmark.
Ubuntu Brand Guidelines Colour palette 11

UBUNTU ORANGE WHITE WARM GREY COOL GREY BLACK

Pantone 1665 - Pantone Warm Grey 5 Pantone Cool Grey 11 -
C0 M79 Y100 K0 C0 M0 Y0 K0 C0 M5 Y10 K29 C44 M34 Y22 K78 C0 M0 Y0 K100
HEX #DD4814 HEX #FFFFFF HEX #AEA79F HEX #333333 HEX #000000

Small text only

TEXT GREY
Pantone Cool Grey 11
C0 M0 Y0 K70
HEX #333333

COLOUR SPECIFICATIONS

Colour is an effective, powerful and instantly

recognisable medium for visual communications.
To convey the brand personality and brand values, PLEASE NOTE: The colours shown on this page are a guide only and
there is a sophisticated colour palette. should not be used as an accurate match.
Pantone Matching System is a worldwide printing, publishing and
These colours are used widely in the brand packaging language for the selection, marketing and control of colour.
communications, to convey the precise, reliable PANTONE® is a registered trademark of Pantone Inc.
and free personality.
Ubuntu Brand Guidelines File structure 12

ubuntu_orange_pms_su.eps
BRAND NAME COLOURWAY COLOUR MODE SMALL USE FILE FORMAT
VERSION

FILE STRUCTURE Brand name Colour mode Small use version

The Master Artwork File uses a simple naming Ubuntu pms = Pantone su = for small use
system (detailed on this page) to make it easy to Colourway cmyk = Four colour File format
find the correct files. black-orange process .eps = for print and web
orange b-w = Greyscale .svg = for web
Use the following pages as a guide to choosing hex = Web safe
the correct version for your communication. white-orange .jpg = for web
white-orange(cof) colour values .png = for web
black
white
Ubuntu Brand Identity Guidelines File structure 13

COLOUR VERSIONS
UBUNTU BRANDMARK COLOURWAY CHART

Colour brandmark file name Wordmark Circle of Roundel

Friends

ubuntu_black-orange_pms.eps black white orange

ubuntu_black-orange_pms.eps ubuntu_orange_pms.eps ubuntu_orange_pms.eps orange white orange

ubuntu_white-orange_pms.eps white white orange

ubuntu_white-orange(cof)_pms.eps white orange white

Black and White brandmark file name Wordmark Circle of Roundel

Friends

ubuntu_black_b-w.eps black white black

ubuntu_white-orange_pms.eps ubuntu_white-orange(cof)_pms.eps
ubuntu_white_b-w.eps white black white
BLACK AND WHITE VERSIONS

ubuntu_black_b-w.eps ubuntu_white_b-w.eps

CHOOSING THE CORRECT VERSION

Use the examples and chart above to help you
choose the correct version of the brandmark.
The naming of colourways are the same for both
print and web versions, and all file formats.
The examples above are print versions.