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Brand Guidelines
01 — Our Identity
Our brand story
API People was born from a simple belief: that the hardest part of technology isn't the systems — it's the people and the connections between them. We started as a small group of integration architects in 2021 and grew into a team that lives at the intersection of complex platforms and the people who depend on them.
The name says it plainly. “API” is the technology; “People” is the point. Our symbol — a central hub linked to many nodes — is the story of the brand itself: bringing scattered systems, teams and partners into one connected whole. Everything in this guide exists to keep that idea clear and consistent: the connections that matter, made simple.
02 — The Logo
Three official lockups
The API People logo pairs the connector-hub symbol with the API/people wordmark. Use the lockup that best fits the space — never rebuild or rearrange them.
03 — Color Variations
Four approved color treatments
Pick a lockup — Horizontal or Vertical — then grab any of its color treatments. Cyan + Ink is the default; the others cover dark, mono and knockout situations. Every file is available as SVG (vector) or PNG (transparent).
The icon has no “White + Cyan” treatment — the symbol is already cyan. On a cyan background, always use the 100% white logo — never place the cyan+ink version on cyan.
04 — Clear Space & Size
Give the logo room to breathe
Keep a protected margin around the logo, and never reproduce it below the minimum size — legibility comes first.
XX
Clear space = XX is a relative unit — the height of the icon. Keep a margin of at least one X on every side, so clear space scales with the logo at any size.
DIGITAL · 120px WIDE
PRINT · 20mmICON · 24pxMinimum sizesDon't go smaller than these. Below the minimum, switch to the icon-only mark.
05 — Logo Misuse
Don't do this
The logo is fixed. These are the most common ways it gets broken — avoid all of them.
Don't stretch or squash it.
Don't recolor it off-brand.
Don't rotate or tilt it.
Don't place on busy gradients.
Don't use on low-contrast fields.
Don't add shadows or effects.
06 — Color Palette
Cyan, ink & a dark canvas
Cyan is the signal — used sparingly for emphasis, links and the mark. Ink and the near-black surfaces carry everything else.
Core
Cyan
#00D4E1
Primary · brand, links, accents
Ink
#1F1F23
Text & wordmark on light
Cyan Bright
#36ECF6
Hover / highlight
Cyan Deep
#0A8D99
Cyan text on light bg
Dark Surfaces
Near Black
#0A0C11
Dark backgrounds
Panel
#141821
Cards & panels
Panel 2
#1B212C
Raised surfaces
Panel 3
#232B39
Borders / dividers
Light Surfaces
White
#FFFFFF
Primary background
Cyan Tint
#F1FAFB
Soft light section
Off White
#F5F8FA
Wells & fills
Slate
#4D5765
Body text on light
These are the brand-defining colors. For the complete token set — full cyan range, functional/alert colors and usage values — contact marketing@apipeople.com.
07 — Typography
Two typefaces, clear hierarchy
Plus Jakarta Sans gives headings a confident, geometric voice. Manrope keeps body copy and UI clean and legible. Both are free on Google Fonts.
Display / Headings
Plus Jakarta Sans
Aa Bb Cc 0123
Medium — 600Bold — 700ExtraBold — 800
Headlines, section titles, numerals. Tight tracking (-0.02 to -0.04em).
Body / Interface
Manrope
Aa Bb Cc 0123
Regular — 400SemiBold — 600ExtraBold — 800
Paragraphs, labels, buttons, eyebrows (800, uppercase, wide tracking).
H1 / DisplayComplex integrations, delivered.
H2 / TitleEnterprise system integration
H3 / SubheadSalesforce, MuleSoft & Workato
BodyWe turn fragmented systems into measurable business outcomes, with deep expertise across financial services.
Eyebrow / LabelTrusted by enterprise teams
08 — Iconography
The connector hub
Our symbol is a central hub linked to six nodes — the visual language of integration. It informs how we draw supporting icons and diagrams too.
Hub & nodesA strong center connected to satellites — always balanced and radial.
Rounded geometryCircular nodes and soft joints. Nothing sharp — friendly, human tech.
Consistent weightEven stroke and node sizing so the mark reads clearly at any scale.
Single accentCyan on dark, or mono. Never multi-color — the hub stays one tone.
09 — Voice & Messaging
How we sound
We make hard things sound simple. Our voice is confident and human — expert without the jargon.
01ClearPlain language over jargon. If a sentence can be shorter, make it shorter.
02ConfidentWe know integration. We state outcomes plainly — no hedging, no hype.
03HumanWe talk to people, not systems. Warm, direct, never robotic.
04ExpertPrecise and credible. We back claims with proof, not adjectives.
✓We say
- “Complex integrations, made simple.”
- “Connect every system. Automate the enterprise.”
- “Measurable ROI, delivered by real people.”
✕We avoid
- “Synergistic, best-in-class, next-gen solutions.”
- “Revolutionary AI-powered paradigm shifts.”
- Buzzwords, hype and empty superlatives.
10 — Brand in Use
One identity, every surface
Logo, color and type coming together across the surfaces we ship — always with the right treatment for the background.
Website & dark surfacesLinkedIn & socialPartner co-brandLight documents
12 — Partner & Internal
Partner & internal guidelines
Every deck, flyer or post carrying the API People name should feel innovative, reliable and people-first. When materials drift from our standards, we lose the recognition we've built.
What you can do
- Use official templates from Marketing — PowerPoint, Canva or Google Slides.
- Stick to the palette and type. No new tones or fonts.
- Pull from the shared asset library for approved icons and graphics.
- Give the logo clear space and follow the color rules.
- Submit for a quick brand review before external publication.
What you should not do
- Don't create or modify icons, gradients or sub-logos without approval.
- Don't use screenshots or partner visuals that aren't adapted to our style.
- Don't add decorative elements or colors outside the palette.
- Don't apply shadows, outlines or filters to the logo or icons.
13 — Co-branding
Locking up with partners
In partner decks, case studies and joint documents, pair the marks as equals — separated by a thin divider, never merged into one logo.
XX
Partner logo
The co-brand lockup. Equal height, balanced spacing, one shared divider. The gap on each side of the divider is X (the icon height).
- Give both marks equal weight. Match optical height — neither logo dominates.
- Separate with a thin vertical divider, with a clear space of X on each side.
- Match the treatment to the background — all-white marks on dark, brand color on light.
- Lead with API People on our own documents; follow the partner's order on theirs.
- Never merge, overlap or restyle either logo to look like a single mark.
14 — Resources
Where to find everything
The key links and downloads for anyone working with the API People brand.
Company Website Live
The public home of API People — solutions, industries and marketplace.
apipeople.com
Brand Book (Deck) Presentation
The full brand guidelines as a slide deck — ideal to present or download as PDF.
Open the brand bookIcon Library Restricted
The connector-hub icon set for products, diagrams and UI. To get access, contact marketing.
Open the icon library
Employee Kit — LinkedIn Banners
Your LinkedIn profile banner
Your profile is a brand surface. These covers are approved, correctly sized and ready to use — pick the tone that works best with your profile photo.
01Download the banner you prefer below (1584 × 396 px, PNG).
02On LinkedIn, open your profile and click the camera icon on the cover area.
03Choose Change photo, upload the file and save. Don't crop or reposition it.
Your profile photo covers the bottom-left of the cover. Every banner below already leaves that area clear — that's why the left side looks empty. Don't add your name or job title: LinkedIn already shows them right below.
Where the profile photo sitsThe red circle is the area LinkedIn covers with your photo. Content starts to the right of it.
Social media guidelines
Social is a key touchpoint for our brand. Consistency in visuals and messaging builds a strong, recognizable presence online.