Brand Identity

Guidelines
Official Version 1 — April 11, 2024
Public Use
Contents
Introduction
03
Color
28
Visual Elements
47
Video and Motion
76

Overview 04 Brand Palette

29
Geometry
48
Video Foundations
77

Usage and Ratios

30
The Shape of Agreements
49
Art Direction
80

Color Combinations
31
Pictograms
50
B-roll and Licenses
81

Brand Strategy
 06
Accessibility
34
Illustrations
52
Grid and Composition
82

Brand Strategy
07
Color Misuse
35
Intersections
53
Lower Thirds
83

Brand Promise
08
Gradients
36
Glassmorphism
55
Subtitle Guidelines
85

Creative Platform
09
Light and Dark Themes 37 Data Visualization 58 Logo Placements
86

Writing Guidelines 12 Casting

87

Wardrobe and Accessories 88

Typography
38
Product Imagery
59

Logo
 13
DS Indigo
39
Overview
60

Icon & Wordmark

14
Weights
40
Hi-Fi Interfaces
61
Appendix: Brand in Use 89
Horizontal & Vertical
17
Hierarchy
41
Simplified Interfaces
62

Logo Clear Space

18
Styling
42
Interfaces in Photography
63

Trademark
19
Line Length
43
Device Frames 64

Docusign IAM Lockup

20
Color in Typography
44

Tagline Lockup
21
Type Misuse
45

Logo Misuse
22
System Fallbacks 46 Photography
65

Light and Dark Versions

23
Principles
66

One-Color Version
24
Portraits
67

Logo Color Misuse

25
Industry & Landscape
68

Co-Branding Lockups
26
Photography Checklist
69

Usage Guidelines 27 Best Practice Examples

70

Post-Production
71

Containers
72

Overlays 74

Docusign Brand Identity Guidelines v1.2 03

1 Introduction
Docusign Brand Identity Guidelines v1.2 Introduction Overview 04

Overview We’re excited to share our updated brand identity that ushers us into
Docusign’s next chapter.

With our rich history of innovation, we are moving into our next
category: Intelligent Agreement Management (IAM). In true Docusign
fashion, we are once again the pioneers.

This is not easy work. Docusign is on a journey to evolve our brand, our
company, our industry, and how the world manages their agreements.
This document is a culmination of tireless work and effort; but also a
spirit of frontierism, adventure and, moving fearlessly into the next
chapter of the unknown. We believe in creating our destiny—and we
find this same spirit in those we seek to serve. The big businesses with
detail problems, the small business with big dreams—we share that
same DNA with them.

Let’s dive in.

Docusign Brand Identity Guidelines v1.2 Introduction Overview 05

Overview Our vision for this rebrand is to take us beyond where we’ve been. This
is not a brand refresh, but a purposeful reinvention starting with our
brand foundations. An audacious undertaking for sure.

Our brand and category are virtuous counterparts. Our brand and
legacy inform our new category creation and vice versa. The choices we
make are intentional to fulfill the promise of both our brand and this
new category. 

We are defining the next big leap, Intelligent Agreement Management.

A category bigger than Docusign alone. And we will be #1 in this
category, just as we are in eSignature.

Our vision is to create a brand that evokes the emotional and

functional benefit of this new category. Read further to learn about
every new choice and element in this brand.
Docusign Brand Identity Guidelines v1.2 06

2 Brand Strategy
Docusign Brand Identity Guidelines v1.2 Strategy Brand Strategy 07

Brand Strategy
Who We Are:

The global agreements platform
This diagram breaks down the definition of
our brand: Who Docusign is, what we do, What We Do:

how we do it, and ultimately why we do it.
We turn static documents into
living, breathing agreements that
The answer to these four questions is our
guide life and business
brand promise. This is the big idea that
serves as our internal mantra and rallying How We Do It:

message. This short phrase captures the We are the common ground
essence of our brand and provides where the world comes
inspiration for all we do. together to agree

Why We Do It:

Relationships start 

with agreements. 
 Brand Promise:

And agreements start 

with Docusign.
Bringing Agreements to Life
Docusign Brand Identity Guidelines v1.2 Strategy Brand Promise 08

Brand Promise

Bringing 

Our Brand Promise is a declaration of what
Docusign stands for and what we guarantee
to deliver to our customers and users. It's a
delicate dance between aspiration and
authenticity, guiding us to where Docusign is
moving in this new category. This is the vow

Agreements 

and commitment we are making to the
world.

This is not a static proclamation, and must

be upheld at every touchpoint: a marketing
campaign, a contract renewal, a sales
consultation, or an in-product experience.

In essence, our brand promise is our North

to Life.
Star—a beacon of trust, a catalyst for loyalty,
and a testament to the enduring power of
meaningful connections in our ever-evolving
marketplace.

When faced with a fork in the road, ask

yourself “Is this bringing agreements to life?”

The wording of the brand promise is precise

and exact as shown, and may not be
modified in any way.

Note:

The Brand Promise may be used as a tagline,

but should be used sparingly so as not to
dilute its weight. Consult with the brand
team before use.
Docusign Brand Identity Guidelines v1.2 Strategy Creative Platform 09

Creative Platform
Our platform is the basis for how we
activate the brand promise to inform our
visuals.

We can break down our promise into

Dynamic Connection
visually evocative words, “Dynamic
Connection.”

Dynamism is how we show agreements

coming to life—what it means to take a
static, inert document and help transform it
into a living, breathing agreement.

Connection is how we show Docusign

bringing parties together but also bringing

Bringing Agreements to Life

agreements into one, easily accessible hub,
connected to the rest of your business
systems.

Connection Dynamic
Docusign Brand Identity Guidelines v1.2 Strategy Creative Platform 10

Visual Principle 1: 

Connection

Modern agreements come in

many fluid shapes and sizes and
serve as endlessly connecting
and intersecting visual devices.
When unified in design, they can
contain patterns, photography,
colors, and copy to represent
how something new can be One
forged through the combination platform.
of elements coming together.
Docusign Brand Identity Guidelines v1.2 Strategy Creative Platform 11

Visual Principle 2:


Dynamism
Every
Bringing agreements to life
means creating something agreement.
dynamic and human. We express
living agreements through visuals
that depict dimensionality and
scale, growth and transformation,
and the spirit of collaboration.
Docusign Brand Identity Guidelines v1.2 Introduction Docusign Name 12

Docusign Name:
As of April 11, 2024, Docusign's corporate name will now be spelled
Capitalization Change
without the camel-case capital 'S'. The name is now spelled Docusign.

All other company and corporate verbal identity guidelines hold true
until future notice.

DocuSign Docusign
Docusign Brand Identity Guidelines v1.2 13

#FF5252

90

Jess Novo

45

Russell Shaw
#000000 or #FFFFFF

90

#4C00FF

Jeremy Loyd

3 Logo
Docusign Brand Identity Guidelines v1.2 Logo Icon & Wordmark 14

Icon and Wordmark

Our logo is made up of two parts—the
Nexus icon and the Wordmark. The icon Nexus icon Wordmark
and wordmark must always be used
together as shown.

Our logo conveys trust, confidence and

connection. Use the wordmark wisely. 

That means wherever you place it, make
sure the materials are current and best
reflect Docusign as it is today. All countries
and languages must use the logo in this
exact format.

Minimum Sizing:

The logo should not be used under .75” or Logo

52 px wide.
The icon and wordmark must always be used together as shown.

Smallest usage size: 52px/.75” wide

Docusign Brand Identity Guidelines v1.2 Logo Icon & Wordmark 15

The Nexus Icon

The heart of our logo is the Nexus icon. It
represents a convergence—an agreement,
if you will—showing two shapes coming
together. They form the shape of an
agreement in the center.

It stands as a simple and subtle

manifestation of our overall brand promise:
bringing agreements to life.

Considerations:

The corners of the two shapes—a block 45

and a Docusign “D” monogram—that form
the overall Nexus icon have slightly rounded
edges which should always be scaled
proportionally.

The shape of agreement is a dog-eared

document with a 45° angle fold on the top 90
right corner. As a core identifiable asset for
our brand, the angle of the shape should
consistently stay at a 45° angle. For more
information on using this as a standalone
geometric shape, see Visual Elements: The
Shape of Agreements.

The Shape of Agreements

Docusign Brand Identity Guidelines v1.2 Logo Icon & Wordmark 16

The Wordmark
Our wordmark is based on our proprietary

docusign
typeface, DS Indigo, but with specific
customization made to the letterforms
The “d” and the “i” both have angular
stems, similar to the agreement shape in
the center of the Nexus icon
The “u” and the “s” are customized to sit
side-by-side nicely and serve as a DS Indigo Docusign Wordmark
balanced anchor for the center of the
wordmark
All letterforms have slightly rounded
inktraps at their joint.
Docusign Brand Identity Guidelines v1.2 Logo Horizontal & Vertical Lockups 17

Horizontal & 

Vertical Lockups
The logo may be used in two different
configurations, with the icon and wordmark
arranged horizontally and vertically. When
possible, use the horizontal configuration.
Use the vertical configuration sparingly,
when the layout lends itself to a centered
orientation or horizontal space is limited.
Docusign Brand Identity Guidelines v1.2 Logo Logo Clear Space 18

Logo Clear Space

Clear space is the area surrounding the
wordmark and the Nexus icon that must be
kept free of other graphic elements.
x

For the horizontal logo orientation, maintain

a clear space that is equal to the width of
the Nexus.
x
For the vertical orientation, maintain a clear
space that is equal to the width of one of
the shapes in the Nexus.

x x
Docusign Brand Identity Guidelines v1.2 Logo Trademark 19

Trademark
When a trademark symbol is needed with
the logo, use the arrangement as shown.
Docusign Brand Identity Guidelines v1.2 Logo Trademark 20

Docusign IAM Lockup

In specific situations where Docusign’s IAM
capabilities should be highlighted, use the
lockup as shown.

Considerations:

Striking the right balance between

differentiation and association is
paramount. The objective is to ensure that
Docusign IAM captures attention and
resonates with its intended audience, while
simultaneously capitalizing on the
established reputation and recognition of
the Docusign brand.



The primary relationship between a

customer or user is first and foremost with
the Docusign brand. However, the IAM
logotype may be used in specific platform
story moments and where we want to
highlight our different platform services.
Examples include sales pitch decks and our
marchitecture diagram. It should not be
used where brand logo placement is
sufficient, such as the corporate website.
Docusign Brand Identity Guidelines v1.2 Logo Tagline Lockup 21

Tagline Lockup
The horizontal version of the logo may be
locked up with our tagline, “Bringing
Agreements to Life” as shown. Use the
provided file in the logo kit.

When using the tagline lockup, do not use

the logo smaller than 180px or 2.5” wide.

Bringing Agreements to Life

Bringing Agreements to Life

Smallest usage size: 180px/2.5” wide

Docusign Brand Identity Guidelines v1.2 Logo Logo Misuse 22

Logo Misuse
This is a quick guide of common mistakes 

to avoid when using the logo. Avoiding
these misuses helps to ensure consistent
use of the logo and keeps the integrity of
the logo intact.

Do not stretch the logo horizontally
 Do not use the wordmark or icon 
 Do not rotate the wordmark or icon.
or vertically. by itself.

Do not change the placement or 
 Do not put a drop shadow on the logo. Do not put a stroke on the logo.
relationship of the icon and wordmark.
Docusign Brand Identity Guidelines v1.2 Logo Light and Dark Versions 23

Light and Dark Versions

Our logo's preferred color usage shows the
Nexus icon in our brand Cobalt and Poppy.

On light-themed (White or Ecru)

background fills, the center of the Nexus
icon and the wordmark itself should always
be rendered in black.

On dark-themed (Inkwell) background fills,

the center of the Nexus icon and the
wordmark itself should always be rendered
in white. These are our primary color
combinations for all brand mark placement.
Docusign Brand Identity Guidelines v1.2 Logo One-Color Version 24

One-Color Version
In situations when a background would not
allow the full-color mark to have adequate
contrast—such as placed over a flood of
our brand Cobalt, a gradient, a photograph
or texture, or in special circumstances such
as limited-color printing, embroidery or
manufacturing—the one-color version of
the logo can be used, wherein the center of
the Nexus is knocked out and the entire
icon and wordmark lockup are set in either
white or black.

Always choose a color that makes the

wordmark have adequate contrast and
legibility from the background.

If the logo is placed on a photo, make sure

that it is an uncluttered image so that the
mark is legible. Always place the logo in
white or black, whichever has the most
contrast from the photo. Place the logo in a
space of the photo that won’t be in
competition with the content, color, or
composition of the image.
Docusign Brand Identity Guidelines v1.2 Logo Logo Misuse 25

Logo Color Misuse

This is a quick guide of common mistakes 

to avoid when using the full color logo on
background fills, or the one-color version of
the logo.

Always choose the version of the logo and

its color combination that enables the mark
to have contrast and legibility from the
background it is placed on.

Do not place the full color logo on color fills where it would lose contrast. Do not place the one-color logo when

the full color version is possible.

Do not place the full color logo over a

Do not place the one-color logo in white Do not place the one-color logo in black
clashing photo or texture. over a light photo or texture. over a dark photo or texture.
Docusign Brand Identity Guidelines v1.2 Logo Partners 26

Co-Branding Lockups
Set co-branded logos next to or under the
Docusign logo with a simple rule divider. The
lockups you create depend on the shape of
the partner logo and its brand standards.
x
x
Many logos contain a word mark. In these
x
cases, use the wordmark and align it to the
baseline of the Docusign logo. For logos x

with other artwork, try to achieve the same

visual “weight” as the Docusign logo.

For vertical lockups, stack the logos with a

rule divider. Center align the partner logo to
the width of the Docusign logo.

Docusign Brand Identity Guidelines v1.2 Logo Usage Guidelines 27

Usage Guidelines Docusign, Inc. and its affiliates own trademarks, logos, slogans, taglines, designs, and other source
identifiers (“Brand Assets”) that are vital to the success of our business. These guidelines provide
tips for the correct use of certain Brand Assets - Docusign’s word marks (“Word Marks”) - solely to
identify Docusign’s products and services.

Do Don’t Other Uses

Use Docusign’s Word Marks to refer to 
 Use any of Docusign’s Word Marks in a way that 
 If you would like to use any of our other Brand
(e.g. identify) an associated Docusign product 
 suggests or implies partnership, sponsorship or Assets, including a logo, please submit a Brand
or service endorsement by Docusign Asset License Request.
Use an appropriate generic term after Docusign’s Use any of Docusign’s Brand Assets, except the Word If you participate in a Docusign Partnership
Word Marks the first time the word mark appears Marks as provided in these Guidelines, unless under a Program or develop/support an integration with
in text, and as often as possible after that separate license from Docusign Docusign services subject to the Developer Terms
& Conditions, please review (i) your agreement 

Use the appropriate trademark symbol (™ or ℠ or Incorporate any of Docusign’s Word Marks or other
with Docusign and (ii) the Brand Asset License.
®) the first time Docusign’s Word Marks appear in Brand Assets, or anything confusingly similar, into any
You may already have a right to use certain 

text, and as often as possible after that other trademark, logo, company name, product name,
Brand Assets.
publication name, conference title, domain name,
Use Docusign’s Word Marks with the correct
username, social media account name, or any other
spelling and capitalization.

source identifier
Modify or alter any of Docusign’s Word Marks in any way
Use any of Docusign’s Word Marks as a noun, as a verb
or in the possessive
Use any of Docusign’s Word Marks in any way that is
disparaging, defamatory, libelous, or otherwise unlawful
Imitate the look and feel of Docusign, including
Docusign’s trade dress, type style, or other designs.
Docusign Brand Identity Guidelines v1.2 28

4 Color
Docusign Brand Identity Guidelines v1.2 Color Brand Palette 29

Brights

and Darks

Brand Palette
Cobalt Inkwell Mist
HEX
 RGB

Docusign Cobalt is iconic. It is the primary
#CBC2FF 203, 194, 255
color of our brand and reflects our brand

archetype and ethos. Inkwell, Deep Violet, HEX
 RGB
 CMYK
 Pantone
 CMYK
 Pantone

White and Mist are our secondary colors #130032 19, 0, 50 94, 93, 0, 79 276 36, 32, 0, 0 2705
and their use is heavily paired with Cobalt.

Our brand red—Poppy—is used sparingly as

an accent color to bring energy and

attention to elements on a layout. Our

Deep Violet Poppy
brand also has a tertiary color palette of

warm neutrals that work well with Cobalt.

HEX
 RGB


#FF5252 255, 82, 82

HEX
 RGB
 CMYK
 Pantone
 HEX
 RGB
 CMYK
 Pantone
 CMYK
 Pantone


#4C00FF 76, 0, 255 88, 79, 0, 0 2368 #26065D 38, 6, 93 99, 98, 0, 35 2755 0, 93, 82, 0 1788

Neutrals

White Ecru

Text

Aa Aa Aa
Text primary (dark)
 Text primary (light) 

#130032 #FFFFFF
Docusign Brand Identity Guidelines v1.2 Color Usage and Ratios 30

2-color balance

Usage and Ratios

In order to achieve a consistent look in
Docusign branded materials, our color
palette should be weighted with
appropriate ratios.

On a light-theme design, the majority of the

surface should use White or Ecru as the
background. Headline text should be set in
Inkwell, and Cobalt should be used as a
bold accent where appropriate. On a dark-
3-color balance
theme design, the majority of the surface
should use Inkwell or Deep Violet as the
background color. Headline text should be
set in White, Ecru, or Mist, and Cobalt
should be used as a bold accent where
appropriate.

Note:

Docusign uses its brand red color, Poppy, as

a stroke or outline around an object rather
than a solid fill. We like to think of it as the
exclamation mark on a page—bringing 4-color balance
attention to something, without overusing it.
Docusign Brand Identity Guidelines v1.2 Color Color Combinations 31

Color Combinations Suggested Color Pairings

The Docusign palette comes to life when In order to achieve consistency across a Text
colors that both contrast and harmonize wide variety of brand applications, here are
are paired together.
suggested color pairing options for
background colors, graphic elements, and
Note: Docusign uses its brand red color, text. This is not an exhaustive list but does
Poppy, as a stroke or outline around an showcase our recommended pairings.
Graphic Elements
object rather than a solid fill. We like to
think of it as the exclamation mark on a
page—bringing attention to something,
without overusing it.
Backgrounds
Read more about using Poppy as frames
and outlines on Device Frames and
Overlays: Simple Strokes.
Docusign Brand Identity Guidelines v1.2 Color Color Combinations 32

Color Combinations
Every agreement.

f
Create, sign and store

your agreements—

These are examples of how our color
all in one place.

One plat orm.

palette would be best applied to maintain

consistency of Docusign's look-and-feel on

designed communications from web or

social applications to larger brand

initiatives.

Find an agreement
Connected

Create Account

agreements. Dashboard Documents Tasks Reporting Contacts Parties Admin Actions

Try contract keyword or attri bute name

Type Party Expiration Date

Browse All

BC Purchase Agreements
2023-01-02 | 03:14 PM · “Acme co contracts with seller warranties” +3 filters

Acme Contract Amendments

2023-01-02 | 03:14 PM · “Acme co contracts with seller warranties” 4 Filters

Blake Hayes
BH
How are these revisions?

Olivia Lee
OL
This looks great, approved!

Okay, great work team. Let’s send it.

Post
Docusign Brand Identity Guidelines v1.2 Color Color Combinations 33

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Color Combinations
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Deve o er
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T l Communit y Pricing More ree Deve o er Account
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These are examples of how our color

palette would be best applied to maintain Coming Soon

uild the future 


consistency of Docusign's look-and-feel on
designed communications from web or
B

with Docusign IAM

social applications to larger brand
initiatives.

End to end management ust got a lot smarter

- - j

Discover IAM

docusign
Press it
k Partners

Get the latest Docusign Explore all of our partner

Connected
press kit resources

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w l d N o w ie Partner Program
V w

Discover why Docusign IAM is

the agreement solution your
business needs Agreements
Explore Docusign IAM a to a es
T lk S l
Docusign Brand Identity Guidelines v1.2 Color Accessibility 34

White Mist Deep Violet Inkwell

Accessibility
We adhere to the Web Content
Aa Aa Aa Aa Aa Aa Aa Aa Sample Sample Sample
Accessibility Guidelines (WCAG) to ensure PASS PASS PASS PASS FAIL FAIL FAIL FAIL
that everyone will be able to use Docusign's
web properties effectively. We have
developed a palette that both meets
national WCAG standards and maintains
consistency with the Docusign brand. Sample Sample
White Mist Cobalt Inkwell
Please comply with the following
recommended text and background color
combination examples. Aa Aa Aa Aa Aa Aa Aa Aa
PASS PASS PASS PASS FAIL FAIL FAIL FAIL

Mist Cobalt Deep Violet Inkwell Sample Sample Sample

Aa Aa Aa Aa Aa Aa Aa Aa
FAIL FAIL PASS PASS PASS PASS PASS PASS

Sample Sample

White Cobalt Deep Violet Inkwell

Aa Aa Aa Aa Aa Aa Aa Aa
FAIL FAIL PASS PASS PASS PASS PASS PASS

Sample Sample Sample

Docusign Brand Identity Guidelines v1.2 Color Color Misuse 35

Color Misuse

AaBbCc
This is a quick guide of common mistakes to
avoid when choosing colors to create
Docusign branded communications and
materials. Avoiding these color misuses
helps ensure legibility and maintain brand
consistency.

Do not modify brand colors in 


Do not use illegible color combinations. Do not adjust color transparency.
tint or hue.

Do not use the logo on colors outside

Do not use illegible color
Do not modify logo colors.
of our brand palette. combinations over photography.
Docusign Brand Identity Guidelines v1.2 Color Gradients 36

Gradients Pearl Atmosphere Haze Glow

Ecru to White Mist to Cobalt Cobalt to Deep Violet Poppy to Cobalt
Our branded gradients are a subtle, beautiful tool for
visualizing the visual principles of the identity system: #F8F3F0 to #FFFFFF #CBC2FF to #4C00FF #4C00FF to #26065D #FF5252 to #4C00FF
Connection and Dynamism. They can be used in
communication design to add depth, layering, emotion,
and transition.

The gradients palette consists of an approved set of

four swatches: Pearl, Atmosphere, Haze, and Glow.
These have been designed to most effectively
combine the colors of the Docusign palette while still
creating options for possible expressions ranging from
light- to dark-themed designs, as well as more vibrant
and energetic design.

Considerations:

Backgrounds or strokes: The gradients can be used

for backgrounds or outlines for pilled text, buttons, or
device frames (see more examples on Device Frames).

Choosing subtle gradients goes a long way: We

recommend using Pearl or Haze for the majority of all
background fills. Atmosphere or Glow should be
reserved for campaigns that require higher energy and
contrast.

Linear or radial: The transition can follow a linear path

or a radial path to suggest more of a color burn that
adds depth and dimension. When applying gradients,
consider the direction of the color fading in your
composition. Logos, text, or other graphic elements
should appropriately contrast their gradient
background.
Docusign Brand Identity Guidelines v1.2 Color Color Combinations 37

Light and Dark Themes

Which color background should I use?

Light backgrounds, using White or Ecru,

tend to feel fresh and modern. Inkwell
backgrounds give a more premium sense of Fresh and modern Premium and confident
sophistication and confidence.
agree
Docusign Brand Identity Guidelines v1.2 38

5 Typography
Docusign Brand Identity Guidelines v1.2 Typography DS Indigo 39

DS Indigo

DS Indigo

AaBbCc
The typeface at the heart of the Docusign
brand is DS Indigo.

We use DS Indigo for every brand

touchpoint: a custom typeface created just

DS Indigo

for Docusign. A happy medium between

classic grotesque and geometric sans, 

DS Indigo feels modern and digital—but not
stuffy. We designed the typeface to feel at
home in both our marketing and product
experiences.

DS Indigo

Commit
DS Indigo

Manage
IAM

Create
DS Indigo
Docusign Brand Identity Guidelines v1.2 Typography Weights 40

Weights
DS Indigo is available in six weights—from
Light to Bold.
DS Indigo Light

This allows us to uniformly set all text in

DS Indigo while still enabling type 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 

hierarchy through weight distribution.
0123456789

DS Indigo Regular

DS Indigo Semibold

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn 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
 Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

0123456789 0123456789

DS Indigo Medium

DS Indigo Bold

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn 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 
 Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 

0123456789 0123456789
Docusign Brand Identity Guidelines v1.2 Typography Hierarchy 41

Hierarchy Headlines and Titles:

DS Indigo Light Grow your business

with Docusign
When creating layouts using DS Indigo,
clear hierarchy can be established by
varying the weights and scale
appropriately.

Subheadlines:

DS Indigo Regular
Weights
Indigo Light is used for display headlines Move with Agility
and titles

Indigo Regular or Semibold can be used Body Text:

Keep business moving. Simplify and accelerate your process
for subheadlines.

DS Indigo Medium or Regular

with resilient, flexible workflows for all of your agreements.
Scale:

Hierarchy of scale can be achieved by

ensuring that subheadlines are set no
larger than the x-height of the headline
above it, and that body copy is set to

Headline
roughly 50% of the cap height of the
subheadline above it.
x-height cap height
Subheadline Body Text

x-height:
cap height:

Based upon the height of the lowercase Cap height is the height of DS Indigo's
“x” glyph in a typeface, x-height is the uppercase letters, measured from the
height of the lowercase characters, not baseline to the top of flat-top letters.
including ascenders nor descenders.
Docusign Brand Identity Guidelines v1.2 Typography Styling 42

Styling

Aa
Left Align Text Tracking/Letterspacing Leading/Line-height

Alignment:

For most occasions, we advise aligning text to the left

edge. Center alignment should be used sparingly and
A better way A better way
reserved for display headlines and advertisements.

to manage to manage
Tracking/Letterspacing:
your contracts your contracts

Aa
This refers to the horizontal spacing between a
Headlines -2% Headings: 90-105%
range of characters that affects overall density of a
word or block of text.

Contracting processes can

Move

As a general of thumb, tracking should increase as
type scales down in hierarchy be complex, inefficient and
Display headlines are set to -2% costly. Whether you’re with Agility
Subheadlines are set to -1%
closing the next big deal Subheadlines: 120%
Body text is set to 0% (or auto).

with a customer or

Aa
Subheadlines -1%
purchasing something your
Leading/Line-height:
Simplify and accelerate
business needs, Docusign
Leading, or line-height, is the space between lines of
text.

your process with

makes the process easier, resilient, flexible
As a general rule of thumb, leading should increase
as types scales down in hierarchy faster and less risky. workflows.
Display headlines are set to 90-105%
Body Text: 150-175%
Subheadlines are set to 120%
Body Text Auto
Body text is set to 150% for short-form copy, and
175% for long-form copy.
Docusign Brand Identity Guidelines v1.2 Typography Line Length 43

Line Length 0 35 50 75 90
Line length describes the width of the
content. The recommended line length is
between 50 to 75 characters (per line) for
longer body text. This allows for optimal
readability.

We're excited to announce that Docusign has signed onto the Science Based Targets initiative's
(SBTi) Business Ambition for 1.5°C campaign. As part of the pledge, Docusign commits to halve 

its emissions by 2030 and reach a science-based net zero no later than 2050.

The SBTi goals represent the highest level of ambition for emissions reduction in both the near
and long term. We'll be submitting our plan to SBTi this year for official validation.
Docusign Brand Identity Guidelines v1.2 Typography Color in Typography 44

White on Cobalt Mist on Cobalt Ecru on Cobalt

Color in Typography
AaBbCc AaBbCc AaBbCc
This is a quick guide to ensure legibility
when writing messaging on a range of
background fill colors. All text colors shown White on Deep Violet Mist on Deep Violet Ecru on Deep Violet
here pass accessibility for large text on the
corresponding background color.
AaBbCc AaBbCc AaBbCc

White on Inkwell Mist on Inkwell Ecru on Inkwell

AaBbCc AaBbCc AaBbCc

Inkwell on White Deep Violet on White Cobalt on White

AaBbCc AaBbCc AaBbCc

Inkwell on Ecru Deep Violet on Ecru Cobalt on Ecru

AaBbCc AaBbCc AaBbCc

Inkwell on Mist Deep Violet on Mist

AaBbCc AaBbCc
Docusign Brand Identity Guidelines v1.2 Typography Color in Typography 45

Type Misuse
Keep business moving. KEEP BUSINESS MOVING. Keep business moving.
Following good typographic rules is Simplify and accelerate your Simplify and accelerate your Simplify and accelerate your
extremely important in all of our
communications. It adds clarity to process with resilient, flexible process with resilient, flexible process with resilient,
messaging and maintains our look-and-feel.
Here are some common mistakes that workflows for all of your workflows for all of your flexible workflows for all of
weaken legibility and should be avoided.
agreements. agreements. your agreements.

Do not use colors that are not

Avoid uppercase text. Do not set paragraph text in bold.
accessible. Ensure contrast.

Keep business moving. Keep business moving.

Keep business moving. Simplify and accelerate your Simplify and accelerate your
Simplify and accelerate your
process with resilient, flexible process with resilient, flexible process with resilient, flexible
workflows for all of your
agreements. workflows for all of your workflows for all of your
agreements. agreements.

Do not set body leading too tightly. Do not justify-align paragraphs. Do not use unapproved typefaces.
Docusign Brand Identity Guidelines v1.2 Typography Weights 46

System Fallbacks
In emails and other technical
circumstances where it is not possible to
use DS Indigo, we have simple sans-serif
fallbacks to lean on. Use one of these two
fallback typefaces. Do not use Helvetica
or Arial on professionally designed
materials such as the website, documents

Helvetica

Arial

or presentations, brand campaign

advertisements, social media, or any other
external-facing communications.

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn 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 
 Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 

0 1 2 3 4 5 6 7 8 9

0 1 2 3 4 5 6 7 8 9

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn 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 
 Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 

0123456789 0123456789
Docusign Brand Identity Guidelines v1.2 47

6 Visual Elements
Docusign Brand Identity Guidelines v1.2 Visual Elements Geometry 48

Geometry

Our pictograms, illustrations, and other

visual elements are inspired from a basic

set of geometric shapes. While variations

are sometimes needed to tell a specific

story, these basic shapes should be used as

a starting point.

Considerations:

The corners or all of our shapes use slightly

rounded edges—similar to our Nexus icon.

While the Nexus should always be scaled

proportionally to ensure consistency, the

rounding of the geometric shapes does not

have to scale proportionally and can

instead use corner radii consistent with

other elements in a given layout.

Docusign Brand Identity Guidelines v1.2 Visual Elements Geometry 49

The Shape of Agreements

In our Nexus icon, the shape of an
agreement is formed where the two shapes
overlap and intersect in the center.

This 45° angle, dog-eared document icon

can be extracted from the logo and used
as a geometric shape—a core identifiable
asset for our brand.

This can be used in patterns and textures

as outlined or solid fill objects, in isometric
illustrations to give dimension and scale to
the agreement, or as a container that can
cleanly hold text or photography.

Considerations
The dog-eared angle on the document
shape, derived from the center of our
Nexus, is always 45°.
When scaling this shape or using the
document-shape as a container, overlay

Bringing 

stroke, or other graphic element, always
keep the angle at 45°.

Agreements 

to Life.
Docusign Brand Identity Guidelines v1.2 Visual Elements Pictograms 50

Pictograms

Pictograms serve as spot illustrations and

act as a visual expression of our products,

services, verticals, and capabilities. Our

pictograms are not intended to be used in

functional interfaces. They are simple,

colorful, bold, and serve as abstract

representations of broader Docusign

concepts.

While each is visually distinct, all pictograms

for Docusign should be unified through

stylistic execution.
Docusign Brand Identity Guidelines v1.2 Visual Elements Pictograms 51

Pictogram Construction

To construct pictograms in our system,

follow these guidelines

Construct the pictograms on a 32px

grid, in a 1:1 ratio. Using inspiration from

the Nexus icon, shape corners may be

rounded (3px) or 90°

Always use our brand colors Cobalt,

Mist, and Poppy, where Mist leads in the Color palette Basic geometry
percentage of filled areas

Basic geometry should be used to

create abstract representations of each

idea—using shapes derived from our

Nexus icon. Occasionally, shapes can be

combined or slightly modified (as seen

in the pencil shape pictured to the right)

to communicate a specific idea

Overlap shapes Rounded corners
Overlap shapes to create a new color

where they intersect—but don’t force it.

Simpler is usually better

32px Grid
Any angles should run along a 45°

diagonal in order to reflect the

document icon in the Nexus.

45° angles
Docusign Brand Identity Guidelines v1.2 Visual Elements Illustrations 52

Illustrations

Our illustration family serves as a larger-

scale representation of our pictograms and

observe many of the same basic ideas.

To infuse more depth and dimensionality,

illustrations are created on an isometric

grid taking the spirit of the pictograms and

adding scale—bringing them to life.

Considerations

Always build illustrations on an 


isometric grid

All static objects in an illustration should

use solid fills without strokes

Strokes should be used sparingly to

suggest motion (one object moving into

another position) or to suggest a

foreground/background relationship

with surrounding objects.

Compose objects with solid fills and use

color to suggest dimension and shading.

Use strokes sparingly

Dashed line strokes suggest

background relationship or motion

Stroke widths should be kept thin

and smart: approximately 1pt stroke

widths in most digital spot illustration

applications.
Docusign Brand Identity Guidelines v1.2 Visual Elements Illustrations 53

Intersections

Intersections are one of the best

representations of the visual principles of

Connection and Dynamism.

These graphics demonstrate where the

Every
Every
brand system’s geometry becomes more

animated and alive when two or more

objects intersect: shapes can contain agreement.

photography or typography and generate a

new pattern, texture, or gradient where they

overlap.

Outlined geometry can also be used in the

background to create textural patterns.

Considerations

Use restraint when overlapping objects:

we recommend no more than two

overlaps in a given design (with the

exception of background patterns)

In the overlap area, use gradients or

textural landscape imagery rather than

portrait photography. This avoids

placing a portrait in an area that would

create unfocused image crops.

Docusign Brand Identity Guidelines v1.2 Visual Elements Illustrations 54

Intersections as Patterns

The set of geometric shapes are intended

to be thought of as fluid rather than rigid:

they overlap and rotate around one another

to form intricate background patterns that

can also serve as a textural element.

Considerations

The overlapping patterns work best

with outlined shapes rather than filled

solids.

Keep the overlaps simple: not every

shape has to overlap, and for the few

that do, one to two overlaps is plenty

Be mindful to never place the logo over

a portion of a pattern that would make

it compete for clarity, or key text over a

pattern that would make it illegible.

One

platform.
Docusign Brand Identity Guidelines v1.2 Visual Elements Glassmorphism 55

Glassmorphism

We can further show the dimensionality of

our Animating Agreements visual principle

by utilizing geometry that has a subtle

glass-like effect to it—where it overlaps

with and intersects other graphics or

photography to show that there is a

opaque, layered relationship between the

two objects. This echoes the overlapping

shapes of our Nexus icon to bring the

concept to life.
Bringing

Considerations

Apply a Background Blur with an

approximate value of 30px to the

Agreements

object. Then, set the object’s

background color to 8% opacity, which

will allow for the blurring effect to really to Life

show through

A light, semi-transparent (approximately

Easily create, send, sign and manage 

15%) white stroke can be applied to the
every agreement—all in one place.
top and left edge of the object to create

a bevel-effect

Subtle drop shadows can be applied to

add dimension

Objects should always be based in our

brand geometry and employ Docusign’s

slightly rounded corner radius.

Docusign Brand Identity Guidelines v1.2 Visual Elements Glassmorphism 56

Glassmorphic Illustrations

For larger-scale illustrative moments or key

art for campaigns, we can apply the

glassmorphic style to an isometric

illustration to create imagery that carries

rich depth and dimensionality.

Considerations

Build the imagery along an isometric

grid, and use simple, geometric shapes

to represent abstract concepts rather

than literal or organic forms

The glass effect works best with

subtlety and restraint. In the example

shown to the right, the fill opacity on the

box walls in front are set to 24%, with a

12% background blur applied. This allows

T H E AG R E E M E N T T R A P
for a good amount of Pass Through

blending, while still retaining a clear

foreground shape.
Docusign Brand Identity Guidelines v1.2 Visual Elements Glassmorphism 57

Glassmorphic Textures

The same glassmorphic rules can be used

to create transparent, overlapping

background textures with depth and

dimension. These subtle glass-like

geometric shapes can stack on top of one

another, mimicking the concept of the

Nexus icon, to provide rich backgrounds

textures.
Docusign Brand Identity Guidelines v1.2 Visual Elements Data Visualization 58

6
Data Visualization

Data communicates complex concepts, N mb

u er of respondents
Your current notarization

process works well.

37 who took our survey in

J
trends and patterns in an impactful way.

Data visualization allows us to make dense uly of 2021.

information clear, accessible, and easy 


Customer Insight

to understand.
NO NEUTRAL

We use data visualization across a wide

range of media, including ePubs, online,

Your current notarization process works well.
social media, and presentations.

Realtors

A
6 6
gree

Considerations
12% 2% 2 %
Disagree

Lawyers
N
eutral
YES DON’T KNOW

Cobalt, Inkwell, Mist, and White are the

30% 5 2% 18 %

6
primary colors for use in data

Realtors are satisfied with

Business Owners
of
visualization
2% x
their e perience with Docusign. 22% 5 1% 3 8%

Over half of people surveyed are not happy 


Complementary colors may be used
with their current notarization process.

in graphs that require more

subgroups for differentiation, but

alternate colors may never be

incorporated into other branded

of or g x
anizations e perience

elements g -b
37%
hi h costs of paper ased

notarization processes

Large-scale call-out numbers should be

set in DS Indigo Light in Cobalt

of or g anizations indicate

fi
12%
Subtle gradients and drop shadows can inef cient processes as a

top challen ge

be used to add depth, but should not

$ $
distract from the content of the 1.2–5M +75% 21–30 1.2–5M
Up to 3%5 faster legal review and 3%
Up to 5 faster legal review and 3%
Up to 5 faster legal review and Up to 3% 5 faster legal review and
g
visualization. Clarity and legibility should –
approvals, freeing up YY YY annual hours –
approvals, freeing up YY YY annual hours –
approvals, freeing up YY YY annual hours –
approvals, freeing up YY YY annual hours
of or

fi
anizations indicate

7%
inef cient processes as a

g
to focus on more strategic negotiations, to focus on more strategic negotiations, to focus on more strategic negotiations, to focus on more strategic negotiations,
top challen e
be prioritized audits, etc. audits, etc. audits, etc. audits, etc.

Call-out statistics or UI card

elements can have a subtle

glassmorphic stroke while not

obscuring or distracting from the

clarity of the data.

Docusign Brand Identity Guidelines v1.2 59

9:41

Docusign
tap here for contact info

Linda Simon has sent you a Docusign document


to view & sign: https://s.docusign.net/
11bxzairlJHVYTNoW2XQbm

7 Product Imagery
Docusign Brand Identity Guidelines v1.2 Product Imagery Representing Product Imagery 60

Representing 


Product Imagery

Docusign s inter ace may e represented in

The offer looks great!
’ f b

t ree distinct ays ig delity inter aces

h w : h h-fi f ,

simpli ed inter aces and inter aces in

fi f , f

device p otograp y
Acme Corp
Acme Corp
 [email protected]

23
h h .

5022 Gate Parkway
 9 Appold Street

Seattle, WA 98122 London, EC2A 2AP

Wh en c oosing et een t ese
h b w h

representations e recommend as ing

Client Services

, w k :

wh at ill elp ring more

w h b in order to clarity

get t e message across

Awesome, I’m sending you

Hig delity inter aces or est or

h-fi

educational demonstrations
f w k b f

the contract to sign Agreement

Simpli ed inter aces or est or
fi f w k b f

ocusing in on a speci c eature or

f fi f

ene t
b fi
This Sales Agreement is for the purchase of engineering consulting services,
made effective as of [Close Date]. (“Effective Date”), between (“Fresh
Inter aces in p otograp y connect on a
f h h Software”), a Delaware corporation with offices at 350 North Orleans, Suite 900,
more emotional level ere t e wh h
Chicago, Illinois 60654, and [Company] (“Client”) located at [Address]. Fresh
message is en anced y s o ing a real
w
h

orld conte t ocused on a person

x f
b h w -
Easy. Done! Software and Client may be referred to herein individually as a “Party” and
collectively as the “Parties.” 


b ene ting rom using Docusign.
fi f

Herein, You have agreed to purchase the following consulting services at the
rate specified below. Hours have been given based on the Scoping Analysis.
The purchase of these consulting services are governed by the below
stipulations. 



You will pay all fees specified in Order Forms. Except as otherwise specified
herein or in an Order Form,(i) fees are based on Services and Content
subscriptions purchased and not actual usage, (ii) payment obligations are
noncancelable and fees paid are non-refundable, and (iii) quantities purchased
cannot be decreased during the relevant subscription term.
Docusign Brand Identity Guidelines v1.2 Product Imagery High-Fidelity Interfaces 61

High-fidelity Interfaces
High-fidelity interface representations
literally mirror what a customer sees in 

Dashboard Documents Tasks Reporting Contacts Parties Admin Actions DS
the deployed product. These work best Try contract keyword or attribute name
when demonstrating in-depth product
functionality like new feature demos used Type Party Expiration Date
on the marketing site or educational demos
used in Docusign Support articles.

Browse All
Guidelines
BC Purchase Agreements
Always stay true to what the user will 2023-01-02 | 03:14 PM · “Acme co contracts with seller warranties” +3 filters

see. Menu bars and navigational

Acme Contract Amendments
elements should be present. The signing 2023-01-02 | 03:14 PM · “Acme co contracts with seller warranties” 4 Filters
experience should be truly represented.
Avoid abstracting a partnership or
integration. When demonstrating how
Docusign integrates with a third-party
product, we should show literal, detailed
interfaces across the workflow
If you need to focus on a specific area
of the screen, crop in closer instead of
abstracting it.
Docusign Brand Identity Guidelines v1.2 Product Imagery Simplified Interfaces 62

Simplified Interfaces

These user interfaces abstract parts of our + Insert

products by simplifying complex screens
with many lines of text in order to focus on
a specific feature. An interface element can
be enlarged or pulled out of the device
frame to clarify the feature when the full
view would complicate the message that

Generate
the visual is attempting to get across.

Document Fields
Design Proposal
Considerations

An element that is enlarged and pulled Effective Date

agreements
away from the device frame should
have dimensionality to call attention to Party
itself and make it clear that it is
abstracted and not a realistic Address

with the click

representation. This can be achieved by Effective Date
applying a subtle drop shadow and
glassmorphic effect (see Visual

of a button.
Elements: Glassmorphism on page 67)

Lines of text can be abstracted with

rectangles whose corner radiuses are
rounded off to 2px Address
If abstracting the colors of the product
in the simplified UI, do not deviate from
the brand color palette. Non-brand
colors can be used to represent a
fictional company in the mockup.
Docusign Brand Identity Guidelines v1.2 Product Imagery Interfaces in Photography 63

Interfaces in Photography

Contextual images show real people on real

devices using our real product—and as
such, any on-screen graphics should be
replaced with true, high-fidelity interfaces.

All other rules for the imagery itself should

follow the guidelines for Portrait
Photography found on page 46.
Docusign Brand Identity Guidelines v1.2 Product Imagery Device Frames 64

Device Frames

In place of realistic-looking device frames, 


a stylized device frame may be used for
either high-fidelity or stylized interfaces.

This thin line has a gradient stroke and

rounded corners whose radius should
complement the radius on the device
screen inside of it.

Considerations

Never use realistic device frames 


to show product UI other than in a
photograph (see previous page)

While use is preferred, if the stylized

device frame distracts from the design
it may be omitted

The device screen itself can have a

subtle drop shadow to give dimension

A Poppy-to-Cobalt gradient is preferred,

but if it distracts in the design, the
gradient can fade to the background
color

Examples: If the gradient line is on a

Cobalt background, it can either
fade to Cobalt or it can fade to
Deep Violet for more contrast.
Docusign Brand Identity Guidelines v1.2 65

8 Photography
Docusign Brand Identity Guidelines v1.2 Photography Principles 66

Principles
Good photography is important in all
of our branded communications. Our
photographic outlook should capture
real moments of dynamic connection
—people coming together, physically
and digitally, to come to agreements
that shape their businesses and lives
for the better. This outlook should
stylistically echo the rest of our brand
design system: bold, clean, and
optimistic; animated, dynamic, and full
of life and energy.

These are expressed through three

guiding principles: Connected, Natural,
and Inspired.

Connected Natural Inspired

We strive to show collaboration and connection. Use imagery with story and soul—real people in real Our imagery should reinforce an optimistic point of
Docusign brings people together in agreement. This environments. Editorial-style imagery that feels fresh view. It should never be dark or overly serious in tone. It
can be indicated in real-life, in-person situations with and bright. It is authentic and captures candid showcases a sense of simplicity and calm, with
multiple parties or in digital applications where we moments. The people and places shown never feel uncluttered backgrounds and environments, providing
only see one person, but it is understand that they too far out of reach. While people and environments ample focus on the main subject matter. It shows
are not siloed or alone. Portraits that do showcase are natural, they are also always confident.
people in an expressive and positive light, treating
solo individuals can connect them to their work or life Docusign customers as the heroes—empowered to
by being paired with contextual landscapes or move forward in business and life. We show the world
textural imagery. as we want to see it.

Docusign Brand Identity Guidelines v1.2 Photography Portraits 67

Portraits
Relatable, human, warm.

Our portrait photography should be bright

and vibrant, focused on the persons with
uncluttered backgrounds and shallow
depth of field to ensure that they are
brought to the forefront and stand out
clearly.

We follow an editorial-style lifestyle

photography approach. Minimal styling
should be employed in an effort to
showcase real people in real contexts that
feel candid, unstaged, and authentic.

Bright, natural light is always preferred for

our photography, capturing a lifestyle-look
for all campaign imagery rather than one
that feels studio-lit or staged.

Space for headlines and/or graphic overlays

should be considered when choosing an
image.

Approved photos are located on the

Docusign Digital Asset Manager.
Docusign Brand Identity Guidelines v1.2 Photography Context, Industry, Landscape 68

Context, Industry, 

and Landscape
Industry specific imagery provides context
and a landscape for brand storytelling. Its
composition should be engaging and
authentic while leaning on abstract ways to
showcase enterprise and small business
visuals or close crops to create rich textural
backdrops. Choose narratives,
environments and textures that tell a story
without words.



In most scenarios, landscape and context

setting photos will be combined with strong
portrait and customer images to tell a
larger narrative.

Approved photos are located on the

Docusign Digital Asset Manager.
Docusign Brand Identity Guidelines v1.2 Photography Photo Best Practices 69

Photography Checklist Capture moments of fluid movement with natural posing.

Represent our wide, diverse community showing our global reach.

Feature people across a range of ages, abilities, body types, genders,
races, ethnicities, industries, and nationalities.

Use environments that are simple and not overly cluttered.

Use natural or natural-appearing light with soft shadows and

balanced, warm color.

Avoid showing other brand logos unless approved or relevant for the
image, such as for a partnership or integration.

Keep it simple: Do not use photos with multiple focal points that make
it difficult to crop or allow for type or graphic overlays.

Keep it authentic: Avoid the use of lens flares, flashes, harsh studio
lights that create dark shadows, or other special lighting effects.
Docusign Brand Identity Guidelines v1.2 Photography Photo Best Practices 70

Best Practice Examples

This is a quick guide of common mistakes 

to avoid when sourcing photography.
Avoiding these misuses helps to ensure
consistent use of brand imagery.

Do Use high saturation and warm, rich grading Don’t Avoid low saturation and cold, washed gradin
Choose natural, candid select Avoid cliché images with overly-staged or
unnaturally-posed people or scenario
Ensure modern-day attire and working environment
Avoid flash photography or harshly lit photos
Be inclusive of professionals ranging from young to
older, individual smaller businesses to larger teams Avoid outdated work fashion, environments

and circumstances
Docusign Brand Identity Guidelines v1.2 Photography Post-Production 71

Post-Production
Our photo content should look consistent
across our deliverables and touch points.
Color correct only if it’s needed to keep the
image within the Docusign aesthetic. Style
them with grading and color correction to
ensure they all belong to the Docusign
family.

Final photos should have medium-to-high

saturation while providing warmth and
contrast. They should never be cold or gray,
and they should never have washed
grading effects placed on top of them as
filters.

Do not use low saturation, cold, or washed grading.

Docusign Brand Identity Guidelines v1.2 Photography Containers 72

Containers
Our visual identity system uses graphic
devices and behaviors derived from the
Docusign Nexus icon itself.

The Nexus can act as a dynamic container

for masking photography. This creates very
expressive applications, so it is best
reserved for impactful communications like
advertisements, video and motion graphics,
website heroes, or social media.

Photo masking guidance

Think of the Nexus icon in two separate
mask shapes along a diagonal line:
lower left and upper right brackets; and
the document shape in the center
Applications work best when the lower
left and upper right masks utilize a
contextual image (see Context, Industry,
and Landscape). The center mask has
less cutaway angles and can more
easily showcase specific subjects in
clearer focus
In some instances, photos can be
masked into the bottom left or upper
right shapes, while the center is left as a
solid fill or knockout with the
background.
Docusign Brand Identity Guidelines v1.2 Photography Containers 73

Containers
The center of the Nexus, the document
icon, can also be extrapolated as a mask
shape by itself, in addition to the other
shapes in our geometry palette (see
Geometry). This allows for an image to be
placed into the container, and then either
an edge-to-edge photo or color can fill the
background behind it.

If placing a photo container on a solid color

background, refer to the Color Ratio System
and Usage Examples.

Photo masking guidance

Mind the focal point: Never crop a

person or subject inside of the shape
container where the focus of the image
is being cut off or obscured by the
shape’s top right angle
A little goes a long way: Not every
photo in a design should sit inside of the
document mask shape — reserve it 

for moments of special interest or 

calls-to-action.
Docusign Brand Identity Guidelines v1.2 Photography Overlays 74

Overlays: Simple Strokes

Overlay strokes are a great option for
bringing in a small accent of our brand
Poppy color. Strokes can also use Poppy-to-
Cobalt gradients, White or Ecru outlines, or
Mist or Cobalt outlines—whichever
complements the photo or background Connected

color best.
docusign agreements.
Considerations
In most digital applications, a 2pt stroke
creates an appropriately balanced thin-
and-smart feel
Avoid running a stroke over the top of a
key focal point in an image such as a
person’s eyes, nose, or mouth. Always be
United
Stefan Josephson
aware of what the stroke is highlighting
or fixating upon in the image.
Docusign Brand Identity Guidelines v1.2 Photography Overlays 75

Overlays: Textured Strokes

When our stroke outline overlays are
activated through color and texture at the
intersection with another object, it is one of
the best representation of the visual
principles of Connection and Dynamism.

For more information and guidance, see

Intersections.

All in for
docusign.org
We’re dedicated to corporate responsibility
and putting our character into action.

Work With Us
Docusign Brand Identity Guidelines v1.2 76

9 Video/Motion
Docusign Brand Identity Guidelines v1.2 Video Guidelines Foundations 77

Video Foundations
and Content

Before creating your video, it’s important to

identify its purpose and audience. By
grounding your video in the content
principles and strategic considerations on
the next few pages, you’re better setting
yourself up for creating content that truly
connects with the viewers.



Identifying the range of audiences that will

be exposed to our content allows us to
strategize the right message against their
likely behavior. This ensures we meet the Funnel Level Customer Behavior Business Opportunities and Aims Content Purpose
commercial goals and objectives of
Docusign.
01
Exploring Develop Brand Equity Inspire
Top of Funnel Potential customers who haven’t heard of Attract engagement between new customers and Captivate these potential audiences with our brand
Docusign or have only used its potential as a signer. the brand ecosystem and stimulate consideration of values via rich storytelling focused on the emotional
They’re exploring the possibilities to improve Docusign as a valuable potential partner. impact and authentic narrative of why—not how—we
workspace document efficiencies with digital do what we do and our wider place in society and
software providers.

culture.

02
Considering and Learning Drive Conversion Engage
M id-Funnel
Customers with a mature understanding of what Encourage customers who are at the consideration Elevate people’s understanding of Docusign offerings
purpose Docusign serves at the brand level, yet phase to sign up for demos, subscribe to products, or beyond eSignature. Bring awareness to the various
don’t fully understand the true potential that the speak to our consultants. customers, businesses, and circumstances that
Docusign ecosystem can provide across sectors, Docusign serves.
circumstances, and complex scenarios.

03
S eeking Value Harness Adopters and Evangelists Inform
Lower-Funnel Customers that are already using Docusign Spur existing customers to pursue wider products and Keep Docusign at the forefront of customers’ minds.
products, but potentially not utilizing the full extent licenses while maintaining value and appreciation for Provide moments of true product excellence that solidify
of the ecosystem and its features. their existing investment. customer trust. Promote ongoing releases and
authenticate the brand’s commitment to solving problems
through pioneering software solutions.
Docusign Brand Identity Guidelines v1.2 Video Guidelines Foundations 78

Crafting our content 


around our intent

Once you have defined where the audience

Inspire Engage Inform
you are looking to target resides in the Content Types: Ads and campaigns
 Content Types: Stories
 Content Types: Platform and capability stories

funnel, you can define the content delivery Content Theme: Human, emotive and accessible Content Theme: Provocative, inspiring and relatable Content Theme: Precise, shareable and understandable
that is best suited to the requirements.

Branded Content Relatable Obstacles Product Feature Moments

Video content that provokes empowerment Challenges that relate to all of our audience Showcases the micro details of how our features
-

through the bigger picture moments that segments and how Docusign solves them. operate with acute moments that are crafted to
Docusign emotionally unravels. Our impact on Prioritize customer interests, leading to higher and bring detailed but interesting moments of
culture and society. wider engagement through content that education around a specific feature or combined
resonates on a human level. Products bring work ow of features.
fl

customers into our story.

Product Featurettes

A hybrid piece of content designed to inspire and Talking Heads and Dynamic Customer Stories
inform. Branded lifestyle content and human
moments showcase the micro details of how our
-
Deep dives into how our customers put our
features operate while remaining highly inspiring. products to the test. Interesting and compelling
stories highlight how specific customers and
sectors adopt Docusign, outlining the challenges
they once had, and the benefits Docusign brings.
Docusign Brand Identity Guidelines v1.2 Video Guidelines Foundations 79

Informing our
decisions by the
platforms our
content will be seen
Owned Channels
OOH TV VOD Display Ads Social Email (ie: website)
It’s important that you apply the right
strategic approach against the channels
your content will be seen. This should
inform the visual style of your content and
the level of fidelity required. Inspire

Engage

Inform
Docusign Brand Identity Guidelines v1.2 Video Guidelines Art Direction 80

Art Direction

Our videos strive to uncomplicate the

complicated. They are streamlined in
design, utilizing the iconic elements of our
brand to create a cohesive family of video
content across our different video types
and audiences.

Relatable, human, warm. 



Docusign videos should be bright and

vibrant, focused on the persons with
uncluttered backgrounds and shallow
depth of field to ensure that they are
brought to the forefront and stand out
clearly.

Bright, natural light is always preferred for

our videography, capturing a lifestyle-look
for all campaign visuals rather than one
that feels studio-lit or staged.

Approved video clips and footage are

located on the Docusign Digital Asset
Manager.
Docusign Brand Identity Guidelines v1.2 Video Guidelines B-roll and Licenses 81

B-roll and Licenses

B-roll is a great solution when budgets and/

or timelines do not support organic video
production.



When creating storyboards or visual

directions, use screenshots of the footage
you would like to use with links to the
footage for easy locating later.

Once approved, gain all of the correct

licensing when purchasing your asset in line
with where the content will be used.



Sources for B-roll:


Getty Images

Film Supply



Getty Image License Guidance

Perpetual: There is no expiry or end date on

your rights to use the content. 

Worldwide: Content can be used in any
geographic territory. 

Unlimited: Content can be used an
unlimited number of times. 

Any and all media: Content can be used in
print, in digital or in any other medium or
format. 

Non-Exclusive: You do not have exclusive
rights to use the content.

Docusign Brand Identity Guidelines v1.2 Video Guidelines Grid and Composition 82

Grid and Composition

16:9
To maintain alignment and consistency,
100 px
elements should be placed within the
designated Docusign grid and should not
deviate from the prescribed content-safe areas.

100 px 100 px

25 px

25 px

100 px

Lower third placement

Subtitle placement
Docusign Brand Identity Guidelines v1.2 Video Guidelines Grid and Composition 83

Lower Thirds
Lower thirds should be used when introducing a
person within the video. The lower third lockup
makes use of the signature mark alongside the
brand mark. Make sure to incorporate these
identifying details of the person attributed to
the lower third:

Name
Preferred pronouns (for internal company
videos)
Role
Business or company name (optional)
Name and Pronouns

Font: DS Indigo

Weight: Regular

Size: 100px

Letter Spacing: -2%

Title and Company:

Marie Wilsen
Font: DS Indigo

Weight: Medium

Size: 36px

Letter Spacing: -2%

Founder & CEO


A Flower Company

Example - Name, Title and Company

Docusign Brand Identity Guidelines v1.2 Video Guidelines Grid and Composition 84

XL

Lower Third

Lower Thirds should be used when introducing

a person within the video. The XL Lower Third
option should be used when emphasizing the
customer’s name in a more impactful way. Make
sure to incorporate these identifying details of
the person attributed to the Lower Third:

Name
Name

Font: DS Indigo

Preferred pronouns (for internal company Weight: Light

videos) Size: 180px

Letter Spacing: -4%

Role

Business or company name (optional)

25 px

Nicki Brock
Title and Company:

Font: DS Indigo

Weight: Medium

Size: 36px

Letter Spacing: -2%

Senior Director, KORE


Enterprise Applications
Docusign Brand Identity Guidelines v1.2 Video Guidelines Subtitles 85

Subtitle

Guidelines Dashboard Documents Tasks Reporting Contacts Parties Admin Actions

Try contract keyword or attribute name

U se subtitles t esent
o pr co ntent for a n
y
Use subtitles across all of our digital video Type Party Expiration Date

s poken wor ds s unds

, o , or m usi c.
content. Subtitles make our videos accessible Browse All

to those with hearing disabilities, and those who

BC Purchase Agreements

prefer watching videos without sound. Please Subtitles

2023-01-02 | 03:14 PM · “Acme co contracts with seller warranties” +3 filters

adhere to the guidelines to ensure consistency Font DS ndig

: I o

Acme Contract Amendments

t egula 2023-01-02 | 03:14 PM · “Acme co contracts with seller warranties” 4 Filters

across all content.

Weigh : R r

S 32p
ize: x

Line Height 110 : %

Lett S er -2
pacing: %

Alignmen t Center :

Background Gradient
What if we ust created a work ow that lets us work lik
j fl e

this every day ow that would be sweeter.

2 00000
? N

5% # 0

U se subtitles in bin ti n it
com a o w h

t i l s een ele ents

ypograph ca cr m .

What if we just created a workflow that lets us work like

this everyday. Now that would be sweeter.

Docusign Brand Identity Guidelines v1.2 Video Guidelines Logo Placements 86

Logo

Placements

The logo should be set at 100px height in

exact-center on the screen.

Example shown on light background.

100 px

25 px

25 px

Logo transition final position

Docusign Brand Identity Guidelines v1.2 Video Guidelines Casting 87

Casting

When casting for video content, it’s imperative

to showcase a true representation of the
diverse world of Docusign customers and users.

Everyone should be able to see themselves in

the stories we tell. The list below is not
indicative of the myriad of ways that make us
all unique, but it’s a good start to building an
inclusive cast for the world of Docusign.

Casting Considerations

Balanced diverse casting within (but

not limited to):
Ag
Race and ethnicit
Gender and identit
Abilities
Docusign Brand Identity Guidelines v1.2 Video Guidelines Wardrobe 88

Wardrobe

and Accessories

Feeling comfortable and authentic to your

individuality is essential within Docusign; we
never want to dull the shine of our customers
and colleagues’ personalities.

However, we have to be mindful of the color

palette and styling that comes across best on
video—we only get one opportunity, and we
want everyone to feel their best and be proud
of their work within video content.

Comfortable and Personal

Whether filming an internal or external

piece of content, our wardrobe should
portray a highly relatable
representation of modern-day working
attire.
Don’t Avoid colors that are going to be overwhelming in front of the Do Wear simple neutral colors that add personality without
camera. distraction. Examples include earthy and natural tones such
as beige, brown, navy blue, olive green, and charcoal
Avoid bright and complex patterns, bright

or vivid colors, and stripes Wear something that feels comfortable and representative of
modern working environments. Pair jackets with a round or v-
Avoid corporate attire. No ties, suits, and corporate grey
neck top or blouse.
tones
Accessorize with watches, necklaces, neckties, scarves,
Don’t wear too many accessories.
earrings, and jackets minimally. Tattoos can be shown off, too.

If an individual works within a specific business sector that

allows for interesting accessories or props, explore these. Or,
if at home and the rowdy pup makes a b-line for the
interviewee—let it happen

Makeup can be applied in the form of basic and corrective on

the day if required or requested.
Docusign Brand Identity Guidelines v1.2 89

Appendix Brand in Use

Docusign Brand Identity Guidelines v1.2 Appendix Brand in Use 90

Digital:

App Icon

MON

31
Docusign Calendar Photos Camera

Mail Notes Reminders Clock

Docusign Brand Identity Guidelines v1.2 Appendix Brand in Use 91

Digital:

Social Media Profile Icon

and Banner Image

Bringing
Agreements

to Life

Docusign
Docusign Brand Identity Guidelines v1.2 Appendix Brand in Use 92

Digital:

Brand Microsite on Mobile

Docusign Brand Identity Guidelines v1.2 Appendix Brand in Use 93

Digital:

Docusign University 

Splash Page
Docusign Brand Identity Guidelines v1.2 Appendix Brand in Use 94

Digital:

Intelligent Agreement
Management Landing Page
Docusign Brand Identity Guidelines v1.2 Appendix Brand in Use 95

Digital:

In-Feed Social Media Posts

docusign docusign docusign

Create, Connected
commit, and
manage
agreements

Find an agreement

Every

agreement.

One platform.
Agreements
Docusign Brand Identity Guidelines v1.2 Appendix Brand in Use 96

Digital:

Social Media Stories

docusign docusign docusign

Connected

Agreements
Docusign Brand Identity Guidelines v1.2 Appendix Brand in Use 97

Digital:

Rotating Text Headlines

Bringing agreements to life

Create, commit, and

manage agreements
Docusign Brand Identity Guidelines v1.2 Appendix Brand in Use 98

Out Of Home:

Vertical Billboard
Docusign Brand Identity Guidelines v1.2 Appendix Brand in Use 99

Out Of Home:

Transit Triptych
Docusign Brand Identity Guidelines v1.2 Appendix Brand in Use 100

Out Of Home:

Transit Poster
Docusign Brand Identity Guidelines v1.2 Appendix Brand in Use 101

Out Of Home:

Vertical Banner
Docusign Brand Identity Guidelines v1.2 Appendix Brand in Use 102

Out Of Home:

Wide Format