Welcome to Asana. We’re happy that you’re here. 2

If you’re reading this, chances are that you’re here for the same reasons that get us out of bed every morning—to help people do great things together. This book is designed to give you an overview of what our brand is all about. Be mindful, be open, and remember that narwhals always have the right of way. This is going to be fun. Asana Brand Book 3

06 Our Story 26 Our Logo 39 Brand Elements 63 Brand Motif

Our Story A note from our founders Hey there, When we worked together at Facebook, we found ourselves feeling the same thing that a lot of people feel: we loved our work, but could very rarely find time for it. Most of our energy was spent on work about work: status meetings, hunting down information, following up, circling back, looping in, syncing up... you know the deal. So we built a tool for keeping track of our team’s work, and it quickly became Facebook’s “secret sauce.” It allowed us to do more than ever before—with less effort. We knew that if we could make something like that available to every team on earth, we could not only connect billions like we had done at Facebook, but also give them the capacity to do great things together. And that, of course, is how Asana was born. Thank you so much for joining us in making this vision a reality. We couldn’t do it without you. - Dustin Moskovitz & Justin Rosenstein 6

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Mission Statement Why we exist Help humanity thrive by enabling all teams to work together effortlessly. 8

Help humanity thrive by enabling all teams to work together effortlessly. Asana Brand Book 9

About us Our team We are a team of peers on a bold mission: to help humanity thrive by enabling all teams to work together effortlessly. We have a sense of mutual respect and mindfulness permeates our culture—in fact, it’s the key to our success. 10

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Brand Narrative Long form Think back to the last time you were deep in the zone—time flew by and the work flowed through you almost effortlessly. Now imagine a place where entire teams work in that fully-immersive state of flow on any project they can imagine. That’s how working together should be, but it is rarely the case. As organizations grow, so does the complexity of our work. Information is scattered; responsibilities unclear. We try to cut through the chaos with endless meetings and micromanagement, but we end up with less time and not much more clarity. The way we’re working isn’t working. It’s time for that to change. At Asana, we’re building a place where teams align their energies towards common goals. Where there is no work about work. There is only total clarity, energized focus, and frictionless collaboration. 12

Everything from the most immediate details to the big picture are organized and at your fingertips. In every moment, each person knows what they should be doing and why they’re doing it. That’s when it gets fun. People love what they do and feel appreciated for what they’re doing. That visceral feeling of being in the zone every day empowers teams to work better, smarter, faster. Organization is as effortless between people as it is between our own brains and bodies. By empowering all teams to achieve their most ambitious goals, we help humanity thrive. Asana Brand Book 13

Brand Narrative Short form Do great things together. 14

Do great things together. Asana Brand Book 15

Brand Attributes Introduction If Asana were a person, how would you describe them? We asked this question to teammates from all across the company, and their answers were distilled down to four Brand Attributes. You can think of them as Asana’s unique personality traits. When designing or writing, feel free to consult these attributes and ask, “Does this feel like Asana?” 16

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Brand Attributes Our attributes Purposeful Approachable Passionate Genuine Intentional Unpretentious Effective Loving Asana exists to help Asana keeps it real. humanity thrive. We’re open and Our mission is honest, avoiding audaciously large aloof corporate and motivates language and phony every step we take. marketing spin. We Instead of acting see ourselves less impulsively, we as a company and take each step with more as a team of deliberate planning, humans helping craftsmanship, and other humans, so focus. And then we being friendly and get the job done. sincere comes naturally. 18

ApproachableEmpowering Quirky Motivating Playful Encouraging Unconventional Enabling Whimsical Asana helps people Asana doesn’t take do what they itself too seriously. love. We provide We love all the invaluable support delightful moments for teams that are that make us smile benefiting the unexpectedly, so world, whether we create those they’re working on moments for our moonshot visions customers too. By or more down-to- letting ourselves earth ambitions. We have fun, we aren’t the hero of our make countless story—they are. workplaces a lot less boring. (•‿-) Asana Brand Book 19

06 Our Story 26 Our Logo 39 Brand Elements 63 Brand Motif

Our Logo Origin We’ve reduced a number of complex, big ideas into a powerful icon that represents key elements of our brand. Three people make up the core of a team. We have three essential components to our character (Purposeful, Empowering and Human). Additionally, we were inspired by what we see as frictionless collaboration and progress in nature—murmurations of flocks of birds and the naturally occurring fractals in blooming plants. Our hope is that when people see our logo, they see a symbol for the balance, clarity and collaboration they’re seeking out in their lives. 22

Why doesn’t Asana have a checkmark logo? Because completing tasks is just one aspect of collaboration, and Asana enables and celebrates every aspect of teamwork. The energy of three teammates working in perfect flow was the inspiration for our brand mark. Asana Brand Book 23

Our Logo Origin 24

Born out of the roots of the original logo, which contained three vertical dots to symbolize alignment, our new symbol stands for the evolution of collaboration and the future of Asana.

Our Logo Brand Mark Our “three dots” logo mark symbolizes the limitless potential of human collaboration. Our hope is that it communicates a sense of the balance, clarity and purpose-driven design we work tirelessly to create and inspires people to do great things together. 26

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Our Logo Mark Construction 1x 0.5x 28

Our mark is mathematically proportional and precisely balanced. Asana Brand Book 29

Our Logo Mark + logotype 30

The circles in the mark are derived from the negative space within the “a”s in our logotype. 0.5x 1.05x 1x Asana Brand Book 31

Logotype Detail 32

The rounded corners and soft edges of our logotype create an approachable feel, while the heavy weight and geometric letterforms convey boldness and purpose. Asana Brand Book 33

05 Our Story 15 Our Logo 39 Visual Elements 63 Brand Motif

Color Energizing Palette 38

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Color Neutral Palette 40

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Typography GT Haptik Alternate GT Haptik I’m a geometric, kinda quirky typeface used primarily in marketing headlines. 42

GT Haptik I’m a geometric, kinda quirky typeface used primarily in marketing headlines. Asana Brand Book 43

Typography Amasis Amasis I’ve been described as both industrial and elegant, which is perfect for my role as a project title and section header font. 44

Amasis I’ve been described as both industrial and elegant, which is perfect for my role as a project title and section header font. Asana Brand Book 45

Photography Summary Photography shows off our human side. Asana is all about balance. Our photography has a clear center point and is symmetrical when possible, while still feeling natural. Our photography lets the subject be the star by exaggerating white space and creating an energized subject matter. 46

Illustration Summary Illustrations win for best supporting quirk. Asana’s illustration style is as unique and quirky as we are. These fun little pictures are comprised of simple, geometric shapes in our vibrant brand colors. In marketing, they are use to support a story. In product, they let us add some showing to our telling, and are used primarily in empty states when a user is first getting acclimated (or to celebrate an empty inbox!). 48

Brand Elements Summary Brand elements energize our designs. Asana’s brand elements express motion, personify our dots and bring the energy to our brand motif. They are formed of our core circles, gradients, and lines that create the illusion of motion. Brand elements are flexible and can be used to create visual interst, guide a viewer’s eye and develop Asana’s visual identity by utilizing brand colors, style and shapes. 50

05 Our Story 15 Our Logo 39 Brand Elements 63 Brand Motif

Brand Motif Introduction Brand elements are elemental— but our motif brings them all together: Clarity & Energy You can think of a motif as a visual theme, or design logic, that runs through everything that we create. We’ve found that by balancing clarity and energy, we can create experiences that are both calming and motivating. 54

Clarity is the feeling of being on top of things, of knowing exactly what you need to work on at any given time. Clutter and confusion are swept away, so you can see all the way to the horizon. Clarity is conveyed through blank white space, minimal design, and elegant typography. Energy is the feeling of making progress, of running toward that horizon and knowing you have the strength and endurance to make it. And it’s the celebration once you get there. Energy is conveyed through bursts of color and motion atop the clean, white canvas of clarity.

Brand Motif Applied in Product Clarity is the default mode in our product. Energy appears when we are directing the user’s attention or celebrating their progress. 56

Brand Motif Applied in Marketing Energy (color & motion) is used more liberally in contexts where we’re aiming to engage potential customers. But it’s still a balance. 58

This book is ending, but we’re just getting started. Let’s do great things together.