Brand guidelines
How StackLayer looks, sounds and writes its name. Use this if you are writing about us, building a partner page or making anything else that carries the brand.
Logo
The logo is a mark made of three overlapping rounded diamonds, set beside the name. "Layer" is always grey. "Stack" is black on light backgrounds and white on dark ones.
Space and size
Give the logo room. Keep a margin on every side equal to the height of the mark's top layer, about a quarter of the logo's height, and keep other content out of it.
| Item | Minimum size |
|---|---|
| Logo with name, on screen | 96 px wide (24 px high) |
| Logo with name, in print | 25 mm wide |
| Mark on its own, on screen | 16 px |
| Mark on its own, in print | 6 mm |
Our name
Write the name the same way everywhere.
Do
- Write StackLayer: one word, capital S and capital L.
- Use Stacklayer Communications Ltd for the company in legal text, invoices and contracts.
- Write the network as AS218805.
Don't
- Write Stacklayer, Stack Layer, stacklayer or STACKLAYER for the brand name in running text.
- Use the brand name as a verb.
- Shorten it to SL.
Colour
A warm paper white, a deep ink black, and a run of cool greys taken from the layers in the logo. Green is the only accent and is used for status and confirmation only.
Core
Layers
Signals and logo grey
Pair ink text with paper, and paper text with ink. Use muted text for secondary information on paper only, and #A3A39B for secondary text on ink.
Typography
One typeface, Space Grotesk, in four weights. It is free to use and available from Google Fonts.
Stack Up. Stay Online.
| Use | Setting |
|---|---|
| Headings | Space Grotesk 600, tight tracking (-0.03em) |
| Body text | Space Grotesk 400, 17 px, line height 1.55 |
| Buttons and labels | Space Grotesk 600 |
| Fallback | Segoe UI, then the system sans-serif |
Set text in sentence case. Do not use all capitals for headings or buttons.
Voice
We write the way a good engineer talks to a customer: short, direct and honest, in plain British English.
Do
- Say what something is and what it does.
- Use short sentences and everyday words.
- Give real details: ASNs, locations, prices, limits.
- Admit what a service cannot do.
Don't
- Use hype such as "revolutionary", "world-class" or "seamless".
- Promise numbers we cannot back up.
- Fill pages with buzzwords or marketing filler.
- Use exclamation marks or emoji in official copy.
| Instead of | Write |
|---|---|
| Leverage our robust, cutting-edge infrastructure | Hosting on our own network, AS218805. |
| Seamless, lightning-fast connectivity | Routing tuned for the best connectivity we can provide. |
| We take your security very seriously | Attack traffic is filtered inline before it reaches your service. |
Logo misuse
Please do not change the logo. In particular, avoid the following.
Don't
- Stretch, squash, rotate or skew it.
- Recolour it or change the greys.
- Add shadows, outlines, glows or other effects.
Don't
- Put the black-text logo on a dark background, or the white-text logo on a light one.
- Place it on a busy photo or a low-contrast colour.
- Separate the mark from the name and rearrange them.
Don't
- Retype the name in another font and call it the logo.
- Scale a small file up. Use a larger one.
- Use it to suggest an endorsement we have not given.
Download the logos
Use these files as they are. The SVG files contain a picture rather than vector shapes, so they will look soft if enlarged much beyond their size (3704 by 920 px for the logo, 1017 by 1054 px for the mark). If you need a print-ready vector version, ask us.
| File | PNG | SVG |
|---|---|---|
| Logo for light backgrounds (black text) | Download PNG 253 KB | Download SVG 338 KB |
| Logo for dark backgrounds (white text) | Download PNG 278 KB | Download SVG 372 KB |
| The mark on its own | Download PNG 219 KB | Download SVG 292 KB |
Questions about the brand?
If you are not sure whether something is allowed, ask before you publish.