This document contains the rules for our visual communication system.

Follow these rules strictly to maintain brand consistency.

This includes all of the elements you may need—logos, typefaces, colors,

and more—to create a consistent tone, look, and feel for Braze materials.

We invite you to absorb this information and reference it often to become

an informed keeper of the brand.

Brand Guidelines

Braze (formerly Appboy) is a lifecycle engagement platform that forms strong

bonds between people and the brands they love. We empower brands to

humanize their connections with customers through technology, resulting in

better experiences and increased retention, lifetime value, and ROI.

Braze is built for today’s mobile-first reality and tomorrow’s ambient computing

future. Enterprise and born-digital brands rely on Braze to deliver personalized

messaging experiences that span across channels, platforms, and devices.

Our flexible and comprehensive stack enables the automation of sophisticated

marketing and growth strategies easily, and instantly, on a global scale. With

data, technology, and teams working together in unison, we’ve created a

platform that makes marketing more authentic, brands more human, and

customers more satisfied with every experience.

Each month, tens of billions of messages associated with nearly 2 billion

active users are managed through our technology. Braze is a venture-backed

company with hundreds of employees. Our offices are located in New York City,

San Francisco, and London. Most recently, we’ve been named a Leader in the

Forrester Wave™: Mobile Engagement Automation, Q3 2017 evaluation. We’ve

received the Digiday Signal Award for Best CRM, in addition to being named

VentureBeat Omnichannel MMA’s “Best Bet,” a Cloud100 Rising Star in Forbes,

and #21 in the Deloitte Technology Fast 500 List. Learn more at Braze.com.

Boilerplate

Full Version

Braze (formerly Appboy) is a lifecycle engagement platform that forms strong bonds between

people and the brands they love. We empower brands to humanize their connections with

customers through technology, resulting in better experiences and increased retention, lifetime

value, and ROI. Teams use Braze to deliver highly personalized messaging experiences that

span across channels, platforms, and devices. This is made possible by our stack, which is located

at the core of a modern marketing technology ecosystem.

Braze is a venture-backed company with hundreds of employees. Our offices are located in

New York City, San Francisco, and London. Most recently, we’ve been named a Leader in the

Forrester Wave™: Mobile Engagement Automation, Q3 2017 evaluation. We’ve received the

Digiday Signal Award for Best CRM, in addition to being named VentureBeat Omnichannel MMA’s

“Best Bet,” a Cloud100 Rising Star in Forbes, and #21 in the Deloitte Technology Fast 500 List.

Learn more at Braze.com.

Boilerplate

Abbreviated Version

LogoLogotype

Monogram

Whitespace

Sizing

Incorrect Usage

Special Usage

Logo

Logotype

Monogram

Whitespace

Sizing

Incorrect Usage

Special Usage

Our logotype was constructed with continual, fluid

engagement in mind. This gives personal character to

convey a casual, progressive vibe.

This will be the primary visual form in which Braze will be

consumed by customers. It’s important, especially in the

beginning stages to associate the name with the logotype.

There will be special use cases in which you will use them

separately, but this is your bread and butter.

Logotype

Logotype

Logo

Logotype

Monogram

Whitespace

Sizing

Incorrect Usage

Special Usage

The monogram is secondary symbol to the logotype.

It maintains a continuous line coming from the ‘b’, making a

perfect circle.

The monogram should be used in circumstances when the

logotype or the Braze brand has been already established,

or when the constraints call for smaller elements, like social

avatars or favicons.

Monogram

Stroked Monogram

Filled Monogram

Logo

Logotype

Monogram

Whitespace

Sizing

Incorrect Usage

Special Usage

The importance of whitespace around brand elements

and throughout all layouts cannot be overstated. It adds

confidence and clarity to the visual messaging. The more,

the better. These visuals are used to define minimums.

Whitespace

x/5

x/5

x/5

x/5

x/5

x/5

x/5

x/5

The minimum whitespace around the logotype is equivalent to 1/5 the height of the monogram.

The minimum whitespace around the monogram is equivalent to 1/5 the height of the monogram.

Logo

Logotype

Monogram

Whitespace

Sizing

Incorrect Usage

Special UsageLogotype

50px

Monogram

16px

For readability, scale needs to have special considerations.

Do not reduce these elements below these designated

pixel values.

Minimum Sizes

Don’t use outside brand colors.

Do not manipulate or draw

your own variation of the logotype.

Don’t apply “special effects.”

Don’t stretch forms to fill space.

Don’t pair the logotype and

monogram.

Don’t use the logo on top of imagery

that is too cluttered or shares the

color values of the mark.

Logo

Logotype

Monogram

Whitespace

Sizing

Incorrect Usage

Special Usage

To make sure the brand appears as consistently as possible

across all touch points, these are a few ways we don’t want

the logo to be distorted.

Incorrect Usage

ColorMain Usage

Color Palette

Gradient Usage

Logo Color

Color

Main Usage

Color Palette

Gradient Usage

Logo Color

These two colors plus the gradient values

capture the majority of the color needs in

our brand.

White is used as the brand canvas. It

captures the majority of all visuals.

The three-color gradient is used sparingly

to add interest to specific areas and

bring impact.

The black is used to support all of this and

create an additional value for contrast and

tertiary needs.

Main Color Usage

Hex

RGB

CMYK

Pantone Coated

Pantone Uncoated

#ff9349

255, 148, 74

0, 51, 77, 0

1375 C

143 U

#3accdd

59, 204, 222

62, 0, 15, 0

319 C

3105 U

#f7918e

247, 145, 143

0, 53, 33, 0

177 C

486 U

#212123

33, 33, 36

73, 67, 62, 72

Neutral Black C

Black 6 U

#27368F

39, 54, 143

100, 94, 7, 1

287 C

Blue 072 U

#ffffff

255, 255, 255

0, 0, 0, 0

White

White

Hex

RGB

CMYK

Pantone Coated

Pantone Uncoated

Color

Main Usage

Color Palette

Gradient Usage

Logo Color

This is the core palette and will cover the majority of your needs.

Core Palette

Gradient Colors

Color

Main Usage

Color Palette

Gradient Usage

Logo Color

The gradient is best used on a white background with ample

space to breathe. Allow the gradient to be the main source

of color interest, and the best visual tone will come forward.

You may place the gradient along the edges of a canvas (like

this slide, for example) or in some cases as a backdrop.

Gradient Usage

TypographySailec

Type Usage

Authentic

&Personal

Lifecycle

Hairline

We use Sailec as our single typeface to create a consistent

visual tone. Purchase Sailec at:

myfonts.com/fonts/typedynamic/sailec/

Thin

Thin

Regular

Medium

Bold

Black

* Matching italics

EngagedApproachableMessagingClean

Sailec

&&&&&&Typography

Sailec

Type Usage

BiosExecutive Team

Acquisitions Team

Logistics Team

Bios

Executive Team

Acquisitions Team

Logistics Team

Bill MagnusonCEO & Cofounder

Bill is fascinated by technology and its ability to connect us all. On

weekends, you can find Bill playing Ultimate Frisbee™ in the Bronx.

Jon HymanCTO & Cofounder

Jon leads the charge on building technical systems and

infrastructure. He’s a Harvard alum who, in a past life, played

guitar in a heavy metal band.

Mark GhermezianExecutive Chairman & Cofounder

Mark is dedicated to enabling better customer experiences at

every turn. He’s a Yeshiva University alum who enjoys playing

hockey and supporting children’s causes.

Myles KleegerPresident & CRO

Myles manages all customer-facing activities and functions at Braze.

He’s an avid traveler who shares an international shelf of hard-to-find

cultural artifacts with his daughter.

Bios

Executive Team

Acquisitions Team

Logistics Team

Marissa AydlettSVP, Marketing

Marissa shapes the company’s market position to further increase

brand awareness and advance strategic initiatives. She used to be

a competitive figure skater, and one of her signature moves is the

double salchow.

Daniel HeadSVP, Global Sales

Daniel leads our global sales efforts with over 20 years of

experience under his belt. He’s obsessed with windsurfing and

knows all the words to Hank Snow’s “I’ve Been Everywhere.”

Matt McRobertsVP, Partnerships & Channel

Matt is dedicated to advancing our global channel development

efforts. During his time at Boston University, he spent time in the ring

as a college wrestler. Now, he’s teaching his sons the ropes.

Tim SatterwhiteVP, West Region

Tim is dedicated to improving every brand’s understanding of their

customers and evolving opportunities that drive growth. He once

lived the good life in Costa Rica as the proud owner of a hotel/bar

on the island.

Bios

Spencer BurkeVP, Customer Success

Spencer helps leading brands develop successful strategies. To

many, he’s quite American. But Bill’s mom was convinced he was

Australian for about a year. So, cheers to that!

Oliver BellSVP, Finance & People

Oliver leads the Finance, HR, and Talent functions at Braze.

He also happens to be color blind, but not to worry—he sees

green just fine. ;)

Kevin WangVP, Product

Kevin leads the definition of our product roadmap and R&D efforts.

He loves nature documentaries, and previously ran an app that gives

users random facts about animals.

Susan WisemanSVP Legal, General Counsel & Corporate Secretary

Susan works across departments to reduce and prevent corporate

risk. She’s known for throwing AMAZING dinner parties.

Executive Team

Acquisitions Team

Logistics Team

This document serves as a foundational guide to using this brand identity.

It covers all the rules regarding color, typography, artistic direction, and

more. These guidelines are for the use of the Braze team and associated

agencies only. If there is ever doubt, please refer back to this document

Information