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(Brand guidelines) // Business software

HubSpot brand
guidelines

HubSpot’s logo, colors, fonts, voice, and dos and don’ts, from the Brand Skill Rainbrand built from hubspot.com.

Download the Brand Skill

About HubSpot

HubSpot is an AI-powered customer platform that brings teams, tools, and customer data together to help businesses build demand, win deals, and delight customers. Its products span marketing, sales, service, content, data, revenue, and Smart CRM.

HubSpot’s identity includes a standalone wordmark and a standalone icon. Use the wordmark when the full brand name should be visible; use the icon when a compact brand mark is needed. Keep these brand marks distinct from product icons, app-store badges, customer logos, and other third-party marks.

HubSpot colors

  • Orange

    Website accent

    HEX
    RGB

  • Coral

    HEX
    RGB

  • Warm Off-White

    Website background

    HEX
    RGB

  • Charcoal

    Website text

    HEX
    RGB

  • White

    Button and card surfaces

    HEX
    RGB

HubSpot fonts

  • HubSpot Serif

    Display headings · 400

  • HubSpot Sans

    Section headings · 400, Body · 400, Buttons and links · 500

Font names only. The Brand Skill download doesn’t include font files.

HubSpot’s voice

Write with optimism and momentum, grounded in the customer’s work and outcomes. Make complex platform benefits feel approachable: favor plain language, direct address, short sentences, and confident active verbs. Pair ambition with practical value rather than empty hype.

HubSpot’s voice makes bold ideas feel useful and human.

  • “Your data deserves better than spreadsheets”
  • “The solution isn't more tools. It's everything working together”
  • “Make impossible growth feel impossibly easy, with HubSpot”
  • “AI you control. Results you can trust”

Dos and don’ts

Do

  • Lead with the customer’s goal, then show how connected data, teams, and tools help achieve it.
  • Make AI feel like a helpful teammate: explain what it does and keep human judgment and control visible.
  • Use clear, conversational language and concrete verbs such as “build,” “connect,” “create,” and “grow.”
  • Keep the tone encouraging, practical, and confident; connect growth claims to a useful outcome.

Don’t

  • Make the platform sound like a collection of disconnected tools; emphasize how the parts work together.
  • Let AI sound generic, opaque, or autonomous without human control; ground it in business context and explain its role.
  • Overload copy with jargon, lengthy setup, or claims without a clear customer benefit.
  • Use aggressive or fear-driven language where a clear, helpful next step will do.

HubSpot imagery

137 images from hubspot.com, in 3 files of the Brand Skill. Each file starts with its guidance, then shows the images it refers to.

Brand assets and campaign imagery

40 images

Use HubSpot’s own brand and campaign visuals to carry its identity across marketing and editorial work. The selection below includes brand backdrops, share artwork, Loop Marketing graphics, and corporate imagery.

  • A middle-aged man with a salt-and-pepper beard leans over a wooden table to view a laptop, flanked by a smiling woman in a denim shirt and another man in a…
  • A group of diverse professionals collaborate in a modern, sunlit office featuring light wood built-in shelving.
  • A vibrant orange HubSpot logo is centered against a flat, pale lavender background.
  • This software screenshot displays a 'Campaign X' dashboard with a grid of marketing asset cards for 'MIMI & LULA', featuring a cute two-girl logo.
  • A diverse group of over a dozen smiling young professionals poses for a group photo in an outdoor urban courtyard flanked by tall brick buildings.
  • A vibrant office lobby features the large slogan 'Grow Better' spelled out in green moss against a rustic wood-plank wall.
  • A woman with long dark hair in a patterned grey dress and a man with glasses in a plaid shirt sit smiling in navy wingback chairs.
  • This stylized flat illustration captures a river scene with rowers gliding past an arched orange bridge and a historic brick building with a white clock tower.
  • A vibrant, flat-style illustration depicts iconic Berlin landmarks including the Brandenburg Gate, Berlin Cathedral, and the Fernsehturm TV tower.
  • A vibrant, flat-style illustration of a bustling city scene featuring a prominent orange articulated bus driving along a curved road.
  • A minimalist flat illustration of a city skyline features a tall purple cathedral spire and a modern pink cable-stayed bridge.
  • A whimsical, storybook-style illustration of a pink and white castle with two tall, spiky spires and large orange windows.
  • A flat, pastel illustration depicts an iconic canal scene in Amsterdam with narrow, gabled houses in shades of pink, lavender, and soft orange.
  • A vibrant, storybook-style illustration features an orange cafe table and two chairs set against a stylized Parisian skyline.
  • A vibrant, flat-style vector illustration of the Toronto skyline featuring the CN Tower and Rogers Centre dome during autumn.
  • A vibrant orange Golden Gate Bridge spans across the left foreground of this whimsical San Francisco illustration.
  • A pastel-colored vector illustration of Singapore's skyline featuring the Merlion statue spouting pink water in the foreground.
  • A stylized, pastel-toned illustration of the Sydney skyline featuring the iconic Opera House with its white sails and orange accents in the foreground.
  • A flat, pastel illustration of a Japanese landscape featuring iconic landmarks like a snow-capped Mount Fuji and a vibrant orange sun.
  • A vibrant, minimalist illustration of the London skyline rendered in a warm palette of coral, pink, and orange.
  • A high-fidelity software screenshot of the HubSpot 'Brand metrics' dashboard featuring a clean, dark-mode navigation bar and light interface.
  • A digital analytics dashboard featuring a line graph and a score card.
  • A vibrant orange graphic shows the number "01." in a classic serif font with high contrast between its thick and thin strokes.
  • A vibrant orange graphic of the number "02." rendered in a bold, serif typeface.
  • Large, bold number "03." in a bright, saturated orange color.
  • A vibrant orange graphic of the number "04." rendered in a clean, serif typeface.
  • A digital graphic showcases a collaborative software interface titled "Campaign X" with small user avatars at the top.
  • A clean, modern software interface graphic features overlapping windows showcasing collaborative marketing campaign planning.
  • A light pink marketing graphic features the bold headline 'Learn About Loop Marketing' with an infinity symbol integrated into the word 'Loop'.
  • This marketing graphic features the bold title '2026 State Of Marketing Report' beside a clean line illustration of a hand drawing a sports-style strategy on…
  • A vibrant orange infinity loop symbol sits centered on a deep plum background, featuring a small white four-pointed star at its cross-point.
  • A smiling woman with wavy brown hair wearing a green checkered shirt stands against a solid pink background in this promotional graphic.
  • A vibrant orange infinity loop graphic frames a young woman with glasses and long dark hair who is smiling against a cream background.
  • A woman with curly brown hair sits smiling in a bright orange armchair within a modern office lounge.
  • A minimalist graphic design features a dark magenta to deep red gradient background with a soft light source in the upper-left corner.
  • A minimalist graphic title card featuring the text "Sample Taste Profile" in a black serif font.
  • The phrase "Be the answer." is displayed in a white serif typeface centered against a rich, blurred background.
  • A vibrant orange infinity loop graphic dominates the center, featuring a small white four-pointed star at the central intersection.
  • A horizontal graphic banner features a dark, moody background with atmospheric gradients of purple, magenta, and orange light.
  • A wide, panoramic digital graphic featuring a deep purple and vibrant orange gradient background with a grainy, textured finish.

Illustration and pictograms

32 images

HubSpot’s illustration library supports product storytelling, company content, and explanatory marketing. Use the light-background illustrations and pictograms to make abstract ideas—customer journeys, connected teams, growth, and data—easy to grasp. Keep illustrations purposeful and pair them with concise copy.

  • A bold orange and dark green minimalist illustration depicts three faceless people icons being funneled into a large orange vessel.
  • A stylized minimalist line drawing features a hand holding a magnifying glass over a presentation board.
  • A bold orange question mark is the central focus of this flat-style graphic, set against a large off-white circle.
  • A flat, stylized graphic collection of business-themed interfaces uses a dark teal and vibrant orange palette.
  • A bold orange location pin floats above a simplified, cream-colored four-fold paper map in this minimalist graphic illustration.
  • A minimalist line illustration depicts a human hand and a robotic hand collaborating on a digital interface.
  • A flat-style digital illustration depicts three diverse professionals collaborating in a workspace around a white board filled with flowcharts, pie charts,…
  • A stylized flat illustration featuring a digital dashboard interface flanked by two profile portraits of a man and a woman.
  • A vibrant orange arrow bursts out from the screen of a computer monitor, pointing sharply upwards to symbolize aggressive growth.
  • A minimalist, hand-drawn illustration depicting cybersecurity themes on a flat scroll background.
  • A vibrant orange graphic icon featuring a stylized heart shape with thick, rounded outlines.
  • A minimalist line illustration features a central globe with vibrant orange continents and dark teal outlines, flanked by two faceless character portraits.
  • A circular graphic features three faceless line-art portraits of young people connected by clockwise rotating arrows.
  • A minimalist line-art illustration shows four faceless character portraits enclosed in circular frames and connected by thin lines to suggest a network.
  • A flat, faceless illustration depicts three professionals collaborating around a presentation board featuring a pink and orange pie chart.
  • A flat, textured illustration of a faceless woman with long black hair working at a light purple desk.
  • A minimalist flat illustration featuring two stacked notification banners in cream with a vibrant orange and dark teal palette.
  • A vibrant orange arrow bursts out of a desktop computer monitor, surging upward and to the right in a jagged growth pattern.
  • A stylized 2D illustration of a folded newspaper rendered in a hand-drawn, minimalist style with cream-colored paper and thick dark teal outlines.
  • A stylized line-art illustration shows a hand interacting with a digital dashboard window.
  • A vibrant orange light bulb blooms like a flower at the tip of a curving, minimalist plant stem.
  • A minimalist graphic illustration depicts a stylized hand holding a small potted plant in its palm.
  • A stylized, minimalist illustration of a handheld microphone resting on a tripod desk stand.
  • A flat, textured digital illustration of three diverse professionals working together in a modern, sunlit cafe with three tall arched windows.
  • A flat-style illustration of a woman with shoulder-length brown hair managing digital content and analytics.
  • A minimalist flat illustration shows a man and a woman shaking hands in an office setting, signifying a deal or agreement.
  • A flat, textured digital illustration shows a faceless person with short brown hair wearing bright orange headphones and a headset at a desk.
  • A flat-style illustration depicts a bearded Black man hosting a podcast or video stream while wearing mint green headphones and a lavender sweater.
  • A flat-style digital illustration depicts two faceless professionals analyzing data in a workspace filled with lavender and pink charts.
  • A flat, textured vector illustration of a man with a beard and glasses sitting at a desk, viewed from behind.
  • A colorful flat-style illustration depicts three professionals collaborating in an office around a flowchart whiteboard.
  • A flat, textured illustration depicts a man with reddish-brown hair standing on a small green step stool to reach a high shelf on a white bookcase.

Product experience imagery

65 images

Show HubSpot’s actual product experience when illustrating platform capabilities. Product screens, dashboards, records, agent interactions, and editor views are useful evidence of how the platform looks and works. Keep interface imagery recognizable; do not replace it with generic mock interfaces.

  • A dark green digital contact card for John Ronan, Specialist at New Crop Inc., features a white dropdown menu with the highlighted option 'Summarize with AI'…
  • A dark green digital contact card for John Ronan of New Crop Inc.
  • A clean CRM dashboard graphic titled 'Deal Stages Progress' displays a horizontal bar chart against a white background.
  • A digital interface graphic on a deep plum background promotes data synchronization.
  • A vibrant pink chat window for 'Breeze Assistant' floats over a blurred contact list table.
  • A minimalist flat illustration captures a bird's-eye view of a laptop angled between two black mugs of coffee.
  • A high-resolution screenshot of the HubSpot Marketing Studio interface featuring a prominent AI assistant sidebar titled Breeze.
  • A digital graphic showcases a white software interface for 'AEO BETA' focused on a local marketing playbook.
  • A UI graphic shows an email draft interface with a sage green 'Personalization data sources' overlay.
  • A digital UI graphic shows two overlapping software windows detailing a marketing campaign.
  • The WeightWatchers logo features a solid deep blue circular emblem containing two stacked white 'W' letters in a clean, sans-serif font.
  • A diverse group of professionals works in a bright, modern office with large windows overlooking a city.
  • A horizontal business graphic illustrates a customer journey through four large, pastel-colored circles labeled Anonymous, Prospect, Customer, and Promoters.
  • Three overlapping data visualization cards display marketing analytics in a clean, professional software UI style.
  • A clean UI graphic displays a data table and a sage green 'Deals' dropdown menu.
  • A dark teal floating dashboard card displays a circular 'Health Score' of '83' in bright green, with a 'Healthy' status tag and details like '+5 Company: CSM…
  • A digital graphic displays a marketing 'Intent Funnel' on a sage green card, showing a progression from 97,137 companies in a TAM to 127 'Captured' companies.
  • A digital graphic showcases the Breeze Assistant interface with a dark purple chat bubble floating over a white window outlined in magenta.
  • A clean software interface graphic titled 'Choose a featured agent' displays four selection cards for different AI tools.
  • A vibrant orange graphic icon featuring a thick, incomplete circular line with rounded terminals.
  • A vibrant orange minimalist logo featuring a thick, continuous line with rounded ends that forms an abstract, lightning bolt-like shape.
  • A vibrant orange graphic depicting a stylized, hand-drawn star with rounded corners and a bold, uniform line weight.
  • A bold orange graphic icon depicting an arrow pointing toward the top right corner.
  • A high-resolution HubSpot CRM dashboard screenshot displays a 'Sales' workspace for user 'Beth Robinson.' The interface features a clean white and light-gray…
  • A clean software interface graphic features a light notification box stating, "Hi, I’m your prospecting agent," alongside a pink and orange magnifying glass…
  • This flat illustration shows a man with a beard and glasses sitting at a desk with a computer, positioned below orange icons for Revenue Hub and Sales Hub…
  • A digital graphic displays two overlapping UI cards with rounded corners.
  • A digital UI graphic displays overlapping software windows, highlighting a horizontal bar chart titled 'Recent Deal Amount by Source.' Bright orange bars…
  • A screenshot of the HubSpot Customer Success dashboard for Caitlin Juliano, showcasing a clean, professional software interface in a deep maroon and white…
  • A digital UI graphic displays an AI chatbot interface titled TitanAssist on a dark forest green background.
  • A digital UI graphic displays a 'Knowledge Gaps' dashboard overlayed by a pink notification card.
  • Two overlapping, rounded interface cards represent audience data segments.
  • A digital graphic showcases two overlapping software interface panels against a neutral background.
  • A digital UI graphic displays a 'New Journey Report' on a white dashboard card with a pink overlay panel.
  • A screenshot of a website builder interface shows a marketing landing page design for 'Elevate.' The layout features the bold headline 'The marketing…
  • A digital graphic showcases two overlapping analytical data cards with rounded corners.
  • This maroon event banner features three overlapping black-and-white portrait cards of smiling individuals, including a man holding a microphone.
  • A digital graphic displays overlapping UI cards showcasing business intelligence data.
  • A software interface graphic features a dark teal 'Contacts' dropdown menu layered over an email draft sent by Zoe Smith to Sally Ride at Amazon.
  • A digital graphic showcasing two overlapping software interface modules against a soft pale pink backdrop.
  • A layered UI design features a marketing email template being edited with an 'Add content' menu overlay.
  • This graphic shows a dark purple user interface menu labeled 'All default modules (4)' overlaid on a light gray and white email editor.
  • A digital UI screenshot features a dark purple 'Tell us about your email' pop-up window layered over a soft-focus email editor interface.
  • A clean software UI screenshot features a dark plum 'Revenue Attribution' card floating over cream-colored analytics tiles.
  • A floating software interface shows a 'Choose layout' pink-accented pop-up window layered over a form field titled 'Tell us about your email'.
  • A screenshot of the HubSpot Data Studio interface, featuring a prominent headline: "Transform siloed data into actionable insights." The software dashboard…
  • A digital graphic displays a dark purple and light lavender contact table partially obscured by a white 'Add new column' pop-up menu.
  • A clean, rounded white dashboard notification card features a sage green banner at the top reading 'Scan is complete!' above 'The portal scan is now complete!'.
  • A comprehensive HubSpot CRM interface shows a company profile for Sunburst with a side panel detailing an AI-generated 'Healthy' sentiment gauge.
  • A digital graphic displays a dark green 'Companies' profile card for 'Biglytics' positioned behind a larger white 'Activity' feed card.
  • A digital UI graphic displays a 'Data Quality' dashboard overlaid with a pink 'Recommended Actions' pop-up card.
  • A digital graphic showcasing an app marketplace titled "Best Connector apps for HubSpot" with a grid of software icons.
  • A minimalist black wordmark reads "Storykit" in a clean, modern sans-serif font.
  • A software interface mockup for 'Elevate' features the headline 'The marketing platform to drive conversion' in a bold, dark serif font.
  • A digital graphic showcasing an AI landing page generator features a pink prompt box at the top with the text 'Describe your landing page' above a field…
  • A digital UI graphic displays a 'Select a template' interface with a lavender and dark plum color palette.
  • A software user interface graphic illustrates a workflow for personalizing web resources, using a color palette of deep maroon, bright pink, and white.
  • A set of three layered data visualization cards displays marketing analytics with a clean, modern UI.
  • A digital UI graphic displays two overlapping rounded cards against a soft pink background.
  • A digital UI graphic displays two overlapping software windows in a magenta and lilac palette.
  • A clean UI graphic shows two overlapping application windows with a magenta and dark purple color palette.
  • A minimalist, flat line-art illustration shows a white laptop screen featuring an orange four-pointed sparkle icon in a circular badge.
  • A minimalist line-art illustration featuring a magnifying glass hovering over three stacked rectangular boxes that represent data entries or search results.
  • An isometric 3D pie chart illustration features a prominent, vibrant orange wedge separated from two cream-colored sections.
  • A horizontal logo features a vibrant orange diamond icon on the left, which is open at the top right corner with a solid orange circle at the break.

Download HubSpot’s Brand Skill

A Brand Skill is a folder of brand guidance written for agents. Give it to Claude, ChatGPT, Cursor or another agent and ask it to follow HubSpot’s guidelines. It starts at SKILL.md, which points to the right file for each task.

It has the guidance, 235 images and the logos. The font files belong to HubSpot, Inc, so they’re left out.

Download the Brand SkillZIP, 11.2 MB

hubspot-brand-skill/

├ SKILL.md

├ README.md

├ references/

│ ├ dos-and-donts.md

│ ├ colors.md

│ ├ imagery-brand-assets.md

│ ├ imagery-illustration.md

│ ├ logo.md

│ ├ typography.md

│ ├ voice.md

│ └ imagery-product-experience.md

└ assets/

├ images/

└ logos/

Rainbrand’s Brand Agent built this Brand Skill from hubspot.com on 3 Nov 2026. It isn’t HubSpot’s official guide. Reviewed by Siddharth Borderwala, Founding Engineer at Rainbrand.

HubSpot and its logos are trademarks of HubSpot, Inc. Rainbrand isn’t affiliated with or endorsed by HubSpot, Inc.

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