Elastic brand guidelines
Elastic's zeroheight documentation details visual identity basics alongside workplace standards, mascot guidelines, and AI design practices.
Elastic Brand Guide homepage with topic cards for identity foundations, writing, LLMs, and offices.
Logo guidelines page showing the primary mark, vertical lockup, standalone cluster, and color specifications.
Colors page presenting core color swatches, functional roles, and a color ratio donut chart.
Typography introduction page detailing heading weights and real-world layout application cards.
Elky mascot page featuring character backstory, origin, and detailed behavioral guidelines.
Elastic workplaces overview page outlining standards for office design, AV, security, and sustainability.
Freedam's take
Elastic built their brand guidelines in zeroheight, and what immediately grabbed me was how thorough the scope feels. Beyond the standard identity pieces like the cluster mark, typography hierarchies, and functional color palettes, they extend the system into unexpected territories. You will find dedicated guidance for writing and designing for LLMs, an entire world built around their mascot Elky, and even full architectural design standards for their physical offices. I really appreciate how structured everything is, making technical foundations and playful brand personality coexist seamlessly.
At a glance
- Sections
- Design · Writing · Offices · Our logo · Colors · Typography · Elky
- Tone
- Structured, thorough, and approachable technical guidance.
What I noticed
- The documentation platform is built using zeroheight.123
- The logo guidelines explain that the cluster mark represents a connected network of computers and servers.4
- The color system outlines core hues with HEX, RGB, Pantone, and CMYK values, supported by a donut chart demonstrating color ratios.56
- The site provides distinct chapters for workplace standards, covering office design, IT and AV, safety, security, and sustainability.7
Numbers refer to the screenshots above.
What I could not see
- Could not inspect the full contents of downloadable logo and template assets.
- Could not view the dedicated subpages for AI and LLM design rules.
Ideas to borrow
Quick answers
Reviewed on 26 September 2026. Request a correction · I built this
Similar brand centers
All brand guidelines →Elastic houses its brand guidelines on a zeroheight site covering everything from office architecture standards to its mascot Elky. In contrast, Kotlin places its brand assets directly within technical documentation focusing on community assets and its Kodee mascot, while Gofore uses Corebook to showcase logo dos and don'ts alongside playful headings.
