We’ve created some guidelines to help you use our brand and assets, including our logo, content and trademarks, without having to negotiate legal agreements for each use. To make any use of our marks in a way not covered by these guidelines, please contact us at brand@hashicorp.com and include a visual mockup of intended use.

1. Internal Brand Guide

2. TABLE OF CONTENTS
0 1
0 2
0 3
0 4
0 5
0 6
0 7
0 8
0 9
1 0
1 1
1 2
MISSION
TAO
LOGO
PRODUCT LOGOS
SUITE
COLOR
TYPOGRAPHY
GEOMETRY
PATTERNS
ICONOGRAPHY
APPLICATION
ILLUSTRATION

3. MISSION
0 1

4. M I S S I O N 0 1BRAND PROMISE
Provision, secure, and run any
infrastructure for any application.
APPLICATIONS
INFRASTRUCTURE

5. Terraform
P R O V I S I O N
R U N
Nomad
Vault
S E C U R E
HASHICORP SUITE M I S S I O N 0 1
Product Suite
M A I N TA I N
Consul
ENTERPRISE

6. 0 2
TAO

7. The Tao of HashiCorp is the foundation that guides our
vision, roadmap, and product design. It is valuable to
understand the motivations and intentions behind our
products.
Infrastructure as Code
The belief that all processes should be
written as code, stored, and versioned.
Operations teams have historically
relied on oral tradition to pass along the
knowledge of how to build, upgrade and
triage infrastructure.
Product design starts with an
envisioned workflow to achieve a set
goal. We then identify existing tools that
simplify the workflow. If a sufficient tool
does not exist, we step in to build it.
This approach prefers many smaller
components with well defined scopes that
can be used together. The alternative
approach is monolithic, in which a single
tool has a nebulous scope that expands to
encompass new features and capabilities.
Workflows not Technologies Modular and Open
TA O 0 2OVERVIEW

8. TA O 0 2INFRASTRUCTURE AS CODE
Infrastructure and code are central figures in
design at HashiCorp. It allows teams to
collaborate on infrastructure. This is where the
complexity begins. An operator writes code
which will be transformed. It is the systems we
design that allow teams to create and
orchestrate infrastructure at enterprise scale.
HashiCorp Vagrant is where our company’s
journey started with infrastructure as code.
Vagrant is also where design at HashiCorp
started. In systems navigated by workflows it is
where an individual users journey starts as well.
Understand the Design

9. Workflows at each layer of The Stack —
provisioning, security, and runtime — provide
teams the ability to work in parallel allowing
greater application delivery speed and, as a
result, exponential business value.
Workflows contain 3 stages — Write, Test, and
Create. The aforementioned layers of The Stack
encompass the Test stage. For teams, our
products tame complexity arriving from the
Write stage ultimately leading to further
generation of complexity in the form of
provisioned infrastructure, secure access, or
deployed applications in the Create phase.
COMPLEXITY COMPLEXITYSIMPLICITY
Write CreateTest
Understand the Design
TA O 0 2WORKFLOWS

10. VMCONTAINER
APPLICATION
ANY
Private
Cloud
Baremetal
INFRASTRUCTURE
ANY
TA O 0 2MODULAR AND OPEN
HashiCorp embraces the open and extensible
nature of the DevOps ecosystem of partners and
technology. Diamonds are stacked. Mosiacs are
found in our patterns. Inidivudal units are
atomic, interchangable, and composable.
Understand the Design

11. LOGOS
0 3

12. LOGO 0 3L O G O
L O G O S0 1
D E V O P S D E L I V E R E D
I C O N
TA G L I N E
S I G N AT U R E
LO G O
W O R D M A R K
Lorem ipsum dolor sit amet,
consectetur adipiscing elit. Cras sodales
sem a neque porta lobortis. Curabitur
egestas pellentesque purus vitae
malesuada. Vestibulum pellentesque
mauris sed ante laoreet. Nunc velit orci,
feugiat sed tortor ut, mattis pulvinar
lectus.

13. L O G O S0 1
L O G O
1
2 3
HashiCorp Vertical
Alternate orientation where a square is
needed
2
HashiCorp Symbol
Our icon
3
HashiCorp White
This is the primary logo. Used on dark
backgrounds
1
Inverted
Use the inverted, black versions on light
backgrounds
0 3L O G OUSAGE
1
2 3
Logo Vertical
Alternate orientation where a square is
needed
2
HashiCorp Icon
Our icon
3
Logo White
This is the primary logo. Used on dark
backgrounds
1
Inverted
Use the inverted, black versions on light
backgrounds

14. RESEARCH
The most important addition to our
brand hierarchy is the HashiCorp
attribution. We employ this attribution so
that users of our products are aware they
are part of the HashiCorp Suite.
Parent
Division
Product
Attributed
Product
Enterprise
Product
Consul
ENTERPRISE
Nomad
Terraform
BRAND HIERARCHY 0 3L O G O

15. 0 3L O G OCLEAR SPACE
Clear space is defined by the width of the
space between the HashiCorp icon and our
wordmark. The same spacing rules are
applied to the product logos.
Consul

16. PRODUCT LOGOS
0 4

17. Full Color
Prefer the open souce logo using the accent color and black
text on a light background
Vagrant
Tonal reversed
Use on dark backgrounds and when used in combination with other
HashiCorp tools. For instance, when showed in the HashiCorp Suite.
Vagrant
Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Cras sodales sem a neque
porta lobortis. Curabitur egestas
pellentesque purus vitae malesuada.
Vestibulum pellentesque mauris sed ante
laoreet. Nunc velit orci, feugiat sed tortor
ut, mattis pulvinar lectus.
L O G O S0 1
0 4P R O D U C T L O G O SVAGRANT
Full Color
Vagrant
Vagrant
Monchrome Tonal
Monochrome One Color
Vagrant
Vagrant
Vagrant

18. Full Color
Monchrome Tonal
Monochrome One Color
Packer
Packer
Packer
0 4P R O D U C T L O G O SPACKER

19. 0 4P R O D U C T L O G O STERRAFORM
Full Color
Monchrome Tonal
Monochrome One Color
Terraform
TerraformTerraform

20. 0 4P R O D U C T L O G O SVAULT
Full Color
Monchrome Tonal
Monochrome One Color
Vault Vault
Vault

21. 0 4P R O D U C T L O G O SNOMAD
Full Color
Monchrome Tonal
NomadNomad
Monochrome One Color
Nomad

22. 0 4P R O D U C T L O G O SCONSUL
Consul
Full Color
Monchrome Tonal
Consul
Monochrome One Color
Consul

23. SUITE
0 1

24. OPEN SOURCE
HashiCorp Suite
All of HashiCorp’s foundational technologies are open
source. Our tools are designed to address the realities of
datacenter heterogeneity: physical machines, virtual
machines, containers, serverless architectures and
whatever comes after that. Our focus is on workflows,
not technologies.

25. HashiCorp Vertical
Alternate orientation where a square is
needed
2
HashiCorp Symbol
Our icon
3
HashiCorp White
This is the primary logo. Used on dark
backgrounds
1Monochrome flat logos
Enterprise logos uses monochrome flat
white logos on a dark background
Notes
The HashiCorp suite empowers organizations to provision hybrid
infrastructure, secure secrets across distributed applications, and run
dynamic resources for modern applications.
ProductSuite
ENTERPRISE
Terraform Vault Nomad Consul
0 4S U I T EENTERPRISE
Often the enterprise horizontal strap will be
followed by in depth dives of each product.
When this is the case we can forego the
product wordmarks. In this case the logos
form a compand strap icon.

26. All of HashiCorp’s foundational technologies are open source. Our tools
are designed to address the realities of datacenter heterogeneity:
physical machines, virtual machines, containers, serverless
architectures and whatever comes after that. Our focus is on workflows,
not technologies.
ToolSuite
OPEN SOURCE
OPEN SOURCE
Full Color Logos
Use full color logos when open source is
the context and
a white background is necessary
doing deep dives of inidividual tools. For
instance, giving a talk on HashiCorp Consul
and want to put it in context of the DevOps
Tool Suite
talking about tool integrations like
HashiCorp Packer and Terraform
Notes
vertical logo orientation laying out the
products in a horizontal strap
The HashiCorp logo should be present in
combination with the strap. When doing
this there is no need to use HashiCorp
attribution on each product logo
0 1S U I T E
ConsulNomadVaultTerraformPackerVagrant

27. All of HashiCorp’s foundational technologies are open source. Our tools
are designed to address the realities of datacenter heterogeneity:
physical machines, virtual machines, containers, serverless
architectures and whatever comes after that. Our focus is on workflows,
not technologies.
ToolSuite
OPEN SOURCE
ConsulNomadVaultTerraformPackerVagrant
OPEN SOURCE
Monochrome Tonal Logo
Use monochrome tonal logos when the
context is HashiCorp and
a strong corporate brand presence is
desired
the focus is the suite integrations
0 1S U I T E
Notes

28. COLOR
0 1

29. COLOR
#000000
Black
Packer
Terraform
White
#FFFFF
Vault
#919FA8
#1563FF
Vagrant
#5C4EE5
#1DAEFF
Nomad
Consul
#25BA81
#C62A71
Packer
Terraform
Vault
#919FA8
#1563FF
Vagrant
#5C4EE5
#1DAEFF
Nomad
Consul
#25BA81
#C62A71

30. THEMES
C O L O R 0 2
Use a product color theme for brand
recognition and impact.
Color facilitates recognition and
promotes brand equity. The products
very deliberately have their own
personalities which can be used
effectively individually. Use the
HashiCorp primary color palette of
black, white, and blue to present unity.
80% brightness
40% saturation
16% saturation
Know your audience.
Developers find themselves in
code editors all day.
HashiCorp uses dark themes
heavily as a homage to hacker
culture.
Light themes are more
appropriate, even necessary,
in decks and print. Long form
content, whether print or
digital, should be on a light
theme.
Dark UI’s are trendy and
elegant. Decks are a good
example of combo usage
where we set the tone with a
dark cover slide and
immediately switch to light for
content.
Persona Medium Emotion
Consider when choosing a theme
P R O D U C T C O L O R
P R O D U C T C O L O RD A R K L I G H T

31. Body copy slightly contrasted. Lorem ipsum dolor sit amet,
consectetur adipiscing elit. Nunc venenatis libero quis mi euismod
cursus.
R E F E R E N C E I M P L E M E N TAT I O N
Boxed content
Boxed content
C O L O R 0 2THEMES
The corporate color palette was created to work equally well
on dark and light themes. The dark and light theme palettes
were themselves created to span corporate and product.
This document is itself an example of theme application and
should be used as a catalog of usage.
D A R K
#202831
Black Pearl
#000000
Black
#506379
Dark Electric Blue
#B3BAC6 Body copy
Headlines
Medium contrast
Low contrast
Base color
Cadet Blue
#FFF
White
Headline
Dark vs Light

32. Body copy slightly contrasted. Lorem ipsum dolor sit amet,
consectetur adipiscing elit. Nunc venenatis libero quis mi euismod
cursus.
Headline
R E F E R E N C E I M P L E M E N TAT I O N
Boxed content
Boxed content
Body copy
Headlines
Low contrast
Base color#FFFFFF
White
#000
Black
#506379
Dark Electric Blue
Medium contrast
L I G H T
#F7F8FB
White Lilac
#4F5258
Trout
THEMES C O L O R 0 2

33. TYPOGRAPHY
0 1

34. Light
Regular
Medium
Bold
Klavika
Light
Regular
Semibold
Bold
Open Sans
S T Y L E S T Y P E S C A L E
Klavika
Aa
P R I M A R Y F O N T
S E C O N D A R Y F O N T
Open Sans
Aa
T Y P O G R A P H Y
Infrastructure - 42px
Infrastructure - 32px
Infrastructure - 24px
Infrastructure - 20px
Infrastructure - 15px

35. Regular
Medium
Bold
Fira Mono
S T Y L E S C O D E S A M P L E
Fira Mono
Aa
M O N O S P A C E
T Y P O G R A P H Y
job "docs" {
group "example" {
task "server" {
dispatch_payload {
file = "config.json"
}
}
}
}

36. GEOMETRY
0 8

37. G E O M E T R Y
The HashiCorp icon is set inside a hexagon. The hexagon, along with
our other core geometry—diamonds, parralelograms, circles
(circumscribed), and triangles—can be found in the isometrics grids that
underpin our design.
Hexagons are used as icons when depicting resouces. Hexagons are the
building blocks of infrastructure.
The term "diamond" is used in mathematics to refer to a rhombus. In
our case it is a projected square.
Diamonds atomicly represent applications. In total they can represent
micro service archecture. We often use filled shapes for apps, as
opposed to stroked, as a contrast to the stroked planes that
representing our products architecture and the infrastructure
underneath.
(Rhombus)
Isometric projection is a method for visually representing
three-dimensional objects in two dimensions. HashiCorp uses the
isometric grid used for this projection. There are 3 types of lines that
comprise this base grid: vertical lines, 30° lines to the right, and 30°
lines to the left. We make use of these lines, in different combinations,
for patterns and graphics.
ENTERPRISE
CONTROL PLANE
APPLICATION
w
h
30°
arctan =h
w[
[
30°
HE X AGON DIAMOND

38. ICONOGRAPHY
1 0

39. I C O N O G R A P H Y

40. PATTERNS
0 9
Patterns allow us to use the same theme across
products but provide distinction.

41. Vagrant
0 9PAT T E R N SVAGRANT

42. Terraform
0 9PAT T E R N STERRAFORM

43. Vault
0 9PAT T E R N SVAULT

44. Nomad
0 9PAT T E R N SNOMAD

45. Consul
0 9PAT T E R N SCONSUL

46. Packer
0 9PAT T E R N SPACKER

47. APPLICATION
1 1

48. P H O T O G R A P H Y
The HashiCorp suite empowers organizations to provision hybrid
infrastructure, secure secrets across distributed applications, and run
dynamic resources for modern applications.
ProductSuite
ENTERPRISE
Terraform Vault Nomad Consul

49. P H O T O G R A P H Y
P H O T 0 G R A P H Y

50. SUBHEADER
Headline

51. SUBHEADER
Nomad
ENTERPRISE

52. P H O T O G R A P H Y
Provision infrastructure and application resources
across public cloud, private cloud, and external services.
PROVISION HYBRID INFRASTRUCTURE
Terraform

53. AnyInfrastructure.
AnyApplication.
Anywhere.
DEVOPS FOR MODERN APPLICATIONS

54. HashiCorp Consul is a distributed, highly available, and
datacenter aware solution for service discovery.
Consul
ENTERPRISE

55. HashiCorp Nomad is a distributed, highly available,
datacenter-aware cluster manager and scheduler for the
purpose of deploying applications on any infrastructure,
at any scale.
DYNAMIC APPLICATION SCHEDULER
Nomad
ENTERPRISE

56. ILLUSTRATION
1 2

57. Iso Art
lllustration using the grid to produce line art. The
Designer lays out the grid and then ‘breaks’ it to assemble
art. Color can be combined to show movement or
highlight pieces or, like in the case of our cloud, you can
create complex iconography. Future Designers can play
with the forms to see how minimal and complex we can
go. Later we’ll animate.
Adopt Cloud