Design elements

A refreshed logo

The Zoom logo is at the center of our visual identity. This core component informs how so much of our design system looks and behaves.

We have retained the unique rounded-tapered ends of the strokes, but have revised each letter form to feel continuously flowing, geometrically constructed, and optically balanced.

Spacing and scale

Improper usage

The wordmark was designed with intention, it is important to ensure we are intentional with how we use it. Here are a few examples of incorrect uses of our logo.

Adapting the logo for application icons

The legacy camera icon is no longer approved to use to represent Zoom – it has been reserved for Zoom Meetings only.

The new Zoom app icon leverages the wordmark against a blue gradient background. The background can either be a full-bleed square for platform-specific clipping, or it can be contained within our centerpiece squircle shape.

Happy Display

Happy Display is our brand new custom-designed display typeface. It is intended for headlines and large-scale typography and is meant to evoke a sense of friendliness and approachability while feeling trustworthy and professional.

Happy’s expressive character adds personality to our messaging and the design of its letterforms allows us to communicate clearly and effectively. It’s large, open counters and tall x-heights ensure a high level of legibility and make it perfect for both screen and print applications. Happy Display is available in 7 weights (roman and italic).

7 Weights

Almaden Sans

Almaden Sans is our secondary typeface and is intended for smaller typographic applications and body copy. It’s clean design and many weight variations provide a solid typographic foundation to create typographic layouts that are highly legible, easy to read, and well-balanced.

9 Weights

Using our type families

Following our typographic guidelines will enable you to create thoughtful hierarchies that are reflective of our brand.

Substitution

In the event that our brand fonts are unavailable, they can be substituted with the widely accessible fonts Montserrat and Inter. Follow these general guidelines to establish a hierarchy that is effective and reflects our brand.

Typographic substitutions

When brand fonts are unavailable

Substitution for language support

In situations where additional language support is required, the widely available font Noto Sans may be used in addition to Happy Display and Almaden Sans. Refer to our Brand Guidelines for language specific font pairings to create a typographic composition and hierarchy that is effective and aligns with our brand.

Zoom moments

Our new photography style is built on the principle of showcasing Zoom products in cinematic, natural-feeling ways. The moments should feel real, relatable, and feature talent that looks like someone you might see in your place of work. We try to use several points of view, ranging from wide, establishing photographs that show a sense of place, down to the view a camera sees while people interact with Zoom products.

We tend to stay away from overly-produced, disingenuous moments, like the use of a studio backdrop or unrealistic setpieces. The use of that style is reserved for ad campaigns and other highly art directed use cases.

Capture authenticity

We categorize our photos into four different subject styles. These help us consider the story of our images and how they help showcase the Zoom platform.

Tips & what to avoid

Reference the following tips to ensure the photos you create or find follow an appropriate look and feel.

Camera direction

• Use an observational, fly-on-the-wall approach. The photos should feel like a frozen moment in time.
• Get full coverage of a scene to maximize the potential usage for photo sets. Include wide establishing shots, closeups for screens, and several POV expressions.
• Use the appropriate depth of field for the story that the image is trying to tell (i.e. a wide establishing shot should have the space in focus, while a device closeup can go more shallow to highlight the UI.)

Art direction

• The environments should feel lived-in and authentic. Consider set pieces and decor that fits the space in realistic ways.
• Regarding decor, consider the scene and how the subject might actually use the space. It’s okay for a desk to look like it’s being used, not immaculately set dressed.
• Lighting should feel natural, but not poorly lit. Make sure subjects look friendly and inviting.
• Device screens should match the photographed scenario (i.e. the screen should not show a live meeting on a device with no talent present.)

Talent direction

• Ensure the moments represent candid and authentic interactions.
• Cast a diverse set of actors in every aspect (race, body type, lifestyle, age, etc.).
• Be mindful of end use and localization. Create versions of photos that will also be appropriately representative for international regions (APAC, Japan, LATAM, EU, etc.).

Avoidances

• Breaking the 4th wall (excluding Screen POV photographs).
• Scenarios that are obviously not realistic use cases for Zoom products.
• Sets that feel too sparce or not lived-in.
• Overly distracting lens flares and other creative stylings that will take away from the subject of the photo.
• Clichés of industry situations and settings.

Core colors

Our Zoom blue is Bloom, and it will always be our dominant and defining color. Supporting our leading color are White and our atmospheric neutral tones ranging from warm light tones to cool dark tones. Shades and tints of Bloom help provide a range of depth to our designed environments. Spearmint and its warmer counterpart are our primary accent colors.

This controlled palette should lead all of our designs in an effort to drive recognition of the new Zoom.

In order to ensure that digital color applications meet the requirements for accessibility as set forth by the WCAG (Web Content Accessibility Guidelines), text and interactive elements should have a color contrast ratio of at least 4.5:1, with the exception of large text which should have a contrast ratio of at least 3:1. Text that is part of a logo or brand name does not have a contrast requirement.