Zapier Brand Guide 2022
60-slide SaaS brand guide with a verbal identity: persona, tone spectrum, headline bank
Zapier's 2022 internal brand guide, 60 slides, mirrored free-to-read on Deck.gallery for product and marketing teams. The first half is verbal: belief, mission, values, a 'Wise Mentor' brand persona, a voice and tone spectrum, a headline bank, and the 'Set your work in motion' tagline. The second half is visual — logo construction, safety spacing and contrast rules, then three named pillars of typography, colour and photography. Type is Degular as the lead face, GT Alpina for serif, Inter for UI and body; colour centres on Zap Orange with secondary and supportive ramps; photography runs two named series, 'The People Behind The Screens' and 'Automation Heroes'.
Reach for this over the U.S. Army guide when the job is a SaaS or product brand and the missing piece is voice, not visual system — the persona, tone spectrum and headline bank are the parts worth copying structurally, and at 60 slides it is short enough to read end to end. Pair it with a heavier system doc for grid, motion and accessibility, which this guide does not cover. Two cautions: it is a 2022 document and Zapier's live brand has moved since, and the slides are images, so read specific slide URLs with vision rather than claiming hex values you have not seen.
Why it is here. Most public brand guides are logo-and-colour PDFs; this one gives equal weight to a written voice system, which is the half agents most often have to invent from nothing.
- 'Wise Mentor' brand persona and tone spectrum
- headline bank as a shipped artifact
- Degular / GT Alpina / Inter type stack
- named photography series with casting direction
- 60 slides — readable in one sitting
Verified 2026-08-15. HTTP 200. https://deck.gallery/zapier-brand-guide-2022 (slide count, section outline, type and colour names, free-access flag), https://deck.gallery (parent site context)
