PostHog brand guidelines
PostHog publishes its open-source brand guidelines and assets, including mascots, fonts, and tone rules, within its public handbook.
Freedam's take — I love how PostHog embeds their identity work right inside their public company handbook. Instead of hiding behind an abstract design portal, everything is out in the open, from their hedgehog mascot Max to direct GitHub links for custom fonts like Squeak and Loud Noises. Their voice and tone section keeps things grounded with practical rules against passive voice and forced humor. It feels distinctly unpretentious and transparent, making it easy for external collaborators or internal team members to grasp the visual quirks and messaging expectations in minutes.
Details
- Type
- Guidelines
- Access
- Public
- Source
- posthog.com
- Industry
- Technology
- Capabilities
- Guidelines, Asset browsing, Search, Downloads
- Tags
- illustration, font downloads, tone of voice, typography, open source
- Added
- Last checked
What I noticed
- The brand guidelines feature dedicated sections and direct download links for custom fonts including Squeak and Loud Noises hosted on GitHub.12
- PostHog documents an extensive illustration system centered around their mascot Max, covering team crests, portraits, and a hedgehog asset library.34567
- Voice and tone instructions explicitly instruct writers to avoid forced humor, passive voice, and hedge words.891011
Numbers refer to the screenshots above.
What I could not see
- Could not inspect the full hedgehog asset library contents or presentation template files beyond the listed headings and download links.
Ideas to borrow
- Host your brand assets and guidelines directly within your public company handbook to keep team principles and visual assets tightly integrated.
Reviewed on 18 September 2026. Request a correction · I built this
