Welcome to the official Rasa brand repository. This resource provides all the assets and guidelines needed to represent the Rasa brand consistently and professionally.
Rasa offers two primary logo configurations:
- Horizontal (Rectangular): Primary logo mark, preferred for most applications
- Square: For constrained layouts or situations where the horizontal format isn't aesthetically suitable
Each configuration is available in three colorways:
- Purple (Primary): Use this version by default
- Black: For limited color contexts or when brand purple is already prominent
- White: For dark backgrounds
logos/
├── horizontal/
│ ├── png/ # Web and digital use
│ ├── svg/ # Scalable for web and digital
│ └── print-cmyk/ # Print production (EPS files)
├── square/
│ ├── png/ # Web and digital use
│ ├── svg/ # Scalable for web and digital
│ └── print-cmyk/ # Print production (EPS files)
└── original-ai/ # Source files (Adobe Illustrator)
Clear Space
Maintain clear space around the logo equal to the width of the speech bubble line. This space extends from the bottom edge of the speech bubble and must remain free of patterns, typography, or other graphic elements.
Do's
- ✓ Use the purple horizontal logo as your first choice
- ✓ Ensure sufficient contrast between logo and background
- ✓ Maintain proper clear space around all logo placements
- ✓ Use provided file formats without modification
Don'ts
- ✗ Never alter, distort, or redraw the logo
- ✗ Never place the logo over busy images or competing patterns
- ✗ Never use colors other than the three approved versions
When pairing the Rasa logo with another brand mark, use a simple 'X' between logos. The 'X' should be proportionate to the Rasa logo—neither larger nor smaller.
Our primary marketing typeface for all brand communications.
- Söhne Buch: Body copy
- Söhne Kraftig: Headings (preferred weight for emphasis)
- Söhne Dreiviertelfett: Use sparingly for additional emphasis
Applications: Web, documents, print, and all graphic assets
A technical accent typeface that nods to Rasa's developer-focused heritage.
Use for:
- UI elements
- Code snippets
- Technical documentation
- Moments requiring a structured aesthetic
Use sparingly to maintain impact and hierarchy.
When Söhne is unavailable (e.g., Google Slides), use IBM Plex Sans from Google Fonts as an alternative.
| Rasa Purple (Primary Brand Color) |
RGB: 90, 23, 238 HEX: #5a17eeCMYK: 97, 100, 0, 0 PMS: 2368C |
| Rasa Navy |
RGB: 8, 3, 39 HEX: #080327CMYK: 96, 88, 27, 77 PMS: Black 6C |
| Rasa Grey |
RGB: 223, 232, 255 HEX: #dfe8ffCMYK: 12, 9, 0, 0 PMS: 642C |
| White |
RGB: 255, 255, 255 HEX: #eff1ffCMYK: 0, 0, 0, 0 PMS: 00C White |
Usage Note: Purple is our primary color, but it should not dominate. Use it thoughtfully and balance with other brand colors for visual harmony.
Supporting colors for specific use cases:
| Color | HEX | Use Case |
|---|---|---|
| Lighter Purple | #7d7aec |
Backgrounds, secondary elements, subtle emphasis |
| Orange | #FFD594 |
Draw attention, highlight key points, optimism and energy |
| Aqua | #71EFF3 |
Clarity and approachability, highlights, illustrations |
| Green | #20D58A |
Success outcomes, growth indicators, affirmative elements |
| Red | #CE3381 |
Critical alerts, negative data points, emphasis |
Digital product use only—these neutrals provide visual balance:
| Color | RGB | HEX |
|---|---|---|
| Black | 40, 37, 37 | #282525 |
| Grey 3 | 44, 57, 81 | #2C3951 |
| Grey 2 | 109, 112, 139 | #6D708B |
| Grey 1 | 210, 216, 234 | #D2D8EA |
| Light Grey | 242, 244, 250 | #F2F4FA |
Gradients are essential to Rasa's visual identity, adding depth, movement, and modernity. They create dimension in illustrations, backgrounds, and interface elements.
Key Characteristics:
- Combine primary and supporting colors
- Balance vibrancy with subtlety
- Never overwhelm other brand elements
Available Backgrounds: See backgrounds/ directory for pre-made gradient assets.
Rasa layers gradients under refracted or textured glass elements to add:
- Tactility and depth
- Dimensionality
- Visual intrigue
- Modern, polished aesthetic
This technique softens bold color transitions and creates an organic, "alive" feeling rather than flat or synthetic.
Conceptual illustrations that bring abstract ideas to life (dialogue, learning, intelligence).
Usage Principles:
- Use sparingly
- Serve to clarify, not decorate
- Maintain clean, modern aesthetic
- Never overly literal or whimsical
- Align with message tone
Available Assets: See metaphor-illustrations/ directory.
Rasa uses Phosphor icons for their clean, minimal aesthetic.
Guidelines:
- Use to clarify meaning, not embellish
- Maintain consistent style and stroke weight
- Ensure visual cohesion across all applications
rasa-brand/
├── backgrounds/ # Gradient background assets
│ └── *.png
├── logos/
│ ├── horizontal/ # Primary rectangular logo
│ │ ├── png/ # Digital/web formats
│ │ ├── svg/ # Scalable vector formats
│ │ └── print-cmyk/ # Print-ready CMYK (EPS)
│ ├── square/ # Square logo variant
│ │ ├── png/
│ │ ├── svg/
│ │ └── print-cmyk/
│ └── original-ai/ # Source Adobe Illustrator files
├── metaphor-illustrations/ # Conceptual illustration assets
│ └── *.png
└── README.md # This file
- Logo: Use PNG or SVG files from
logos/horizontal/orlogos/square/ - Color: Start with Rasa Purple (
#5a17ee) balanced with neutral colors - Typography: Use Söhne font family (IBM Plex Sans if unavailable)
- Backgrounds: Select from pre-made gradients in
backgrounds/
- Logo: Use EPS files from
logos/*/print-cmyk/ - Color: Reference CMYK and PMS values in color palette
- Proofing: Always proof colors with your print provider
- Logo: Use PNG files for compatibility
- Typography: Use IBM Plex Sans from Google Fonts
- Colors: Copy hex values directly from this guide
For brand guideline questions, usage approvals, or additional assets:
- Internal Team: Contact the Rasa Marketing team
- External Partners: Reach out to your Rasa point of contact
All Rasa brand assets are proprietary and protected by trademark and copyright law. Use of these assets requires explicit permission from Rasa. Unauthorized use, modification, or distribution is prohibited.
Rasa Brand Guidelines