Reimagining the Formstack brand

At Formstack, our mission is to improve people’s lives with practical solutions to their everyday work. To help us tell this story, we’ve developed a fresh set of guidelines and a bold, clean look that better reflects our identity.

Explore our brand guidelines

From content and messaging to logos and colors, the following guidelines serve as a blueprint to help us create beautiful, streamlined, and thoughtful experiences.


We have an exciting story to share about taking everyday tasks and turning them into remarkable business results. Everything we write is an opportunity to reinforce who we are as a brand and to help people see their part in our story.

In our messaging, we strive to communicate in a meaningful, consistent, and genuine way. We seek to be smart and informative but also human and approachable. Ultimately, we want to fill people with confidence and show them all the amazing things they can accomplish with Formstack.


Our brand attributes are our north star. They define who we are, how we serve our customers, and how we communicate with others. From content to design, everything we put out into the world should reflect the following attributes.


‘Stackers are real, down-to-earth people. We value relationships as much as results, and this is reflected in everything we do.


Our products are ingenious. They enable anyone, no matter their skill level, to create solutions to their everyday challenges.


We offer practical solutions to workplace problems. Our products help people digitize what matters and automate their work.


We don’t take ourselves too seriously. As ‘Stackers, we like to keep things playful and infuse some fun into our day-to-day.


Our logo was created in the concept of a tangram—a perfect metaphor for Formstack. The pieces? Our remote team members, who are spread across the globe; our customers, who come from a variety of industries; and our product, which has a versatile feature set designed to be pieced together for customized solutions. The Formstack mark represents the idea of taking differently shaped pieces and joining them together to solve simple and complex problems.

Brand Logo
Brand MARK
Product Icons

Our product icons help our customers find what they’re looking for in a simple, bold, and inviting way. While the marks do a good job of explaining what they are, each product is also assigned a color from our secondary color palette.

Product Icons
Forms for Salesforce
Documents for Salesforce


Brands, like teams, are immediately recognized by the colors used to represent them. Using our colors consistently sets us apart from our competitors and keeps us familiar with our fans. Our brand color palette is composed of three main categories: primary colors, slate colors, and secondary colors.


HEX: #21B573
RGB: 28, 181, 115
CMYK: 77, 0, 75, 0

Green Dark

HEX: #0f9961
RGB: 15, 153, 97
CMYK: 84, 15, 81, 2

Primary Colors

Formstack green is our iconic brand-level color. Think of it like our home jersey.

Green Medium

HEX: #8FD6B0
RGB: 143, 214, 176
CMYK: 43, 0, 40, 0

Green Light

HEX: #ebfaf2
RGB: 235, 250, 242
CMYK: 6, 0, 5, 0


HEX: #15232b
RGB: 21, 35, 43
CMYK: 30, 0, 0, 95

Slate Colors

Formstack slate should be used as a support color for green and secondary colors, as well as all typography and iconography.

Slate 2

HEX: #7d8c94
RGB: 125, 140, 148
CMYK: 15, 0, 0, 50

Slate 3

HEX: #b2c2c7
RGB: 178, 194, 199
CMYK: 10, 0, 0, 25

Slate 4

HEX: #d6dee0
RGB: 214, 222, 224
CMYK: 4, 0, 0, 12

Slate 5

HEX: #edf2f5
RGB: 237, 242, 245
CMYK: 1, 0, 0, 5

Slate 6

HEX: #f5f7fa
RGB: 245, 247, 250
CMYK: 1, 0, 0, 2


HEX: #ffffff
RGB: 255, 255, 255
CMYK: 0, 0, 0, 0

Secondary Colors

Secondary colors make individual products pop. The mid-tone color creates an identity for the product within the brand, while darker and lighter colors are used as accents. Product colors should not be used for non-corresponding products. For example, tangerine should only represent Formstack Forms.

Tangerine Dark

HEX: #e59e6e
RGB: 229, 158, 110
CMYK: 8, 43, 61, 0


HEX: #f5decc
RGB: 245, 222, 204
CMYK: 3, 13, 18, 0

Tangerine Light

Hex: #F7EDE8
RGB: 247, 237, 232
CMYK: 2, 6, 6, 0

Skyline Dark

HEX: #669CD1
RGB: 102, 156, 209
CMYK: 60, 29, 0, 0


HEX: #D1E0F2
RGB: 209, 224, 242
CMYK: 16, 6, 0, 0

Skyline Light

RGB: 240, 245, 250
CMYK: 4, 1, 0, 0

Plum Dark

Hex: #A36B9E
RGB: 163, 107, 158
CMYK: 39, 67, 11, 0


Hex: #D6BAD4
RGB: 214, 286, 212
CMYK: 14, 28, 3, 0

Plum Light

Hex: #FAF2FA
RGB: 250, 242, 250
CMYK: 1, 4, 0, 0

Tuscan Sun Dark

Hex: #E8C259
RGB: 232, 194, 89
CMYK: 7, 0, 5, 0

Tuscan Sun

Hex: #FAF2C4
RGB: 250, 242, 196
CMYL: 2, 2, 27, 0

Tuscan Sun Light

RGB: 252, 250, 237
CMYK: 0 , 1, 6, 0


Building brand credibility requires attention to every detail, including fonts. Sofia Pro and Rubik are the fonts we use for all brand-related design materials across the organization. This dynamic duo shows reliability through consistency.

Sofia Pro Black
Sofia Pro Black—our headline and display font—helps our messaging appear bold, stylish, and confident.
Rubik Light
Rubik—our body or long-form font—is a tried-and-true typeface designed for legibility and ease of use.


Photography is a powerful tool that helps us create human connections with our products. When using photography, we want the viewer to feel like they are a fly on the wall during an interaction, not staring at an over-produced glamour shot. Photos should look natural and not forced. Our products are all about the people who use them. Finding humanity in our images helps us connect to our audience in a powerful way.


Our illustration style mirrors the simplicity of the Formstack logo and product iconography. The human element in each illustration bridges Formstack’s products and the people who use them every day. Our illustrations must maintain a level of sophistication while providing playfulness to our content. Brand and platform illustrations use Formstack’s primary colors and slates, while product-specific illustrations employ our secondary colors.



Our products and services are functional and so are our icons. Formstack icons should clearly suggest the primary purpose being conveyed. Icons play a major role within our brand, guiding users through the complex information displayed so they can digest quickly. Icons use Formstack slate and can go with any color background.

Drag and drop

Build no-code, online forms in minutes with a user-friendly, drag-and-drop builder.


Practical and playful are a balancing act that we perform very well. Shapes provide that balance when used in design elements or to frame an image. Shapes can be a great tool at the brand and product level and are used in concert with product colors.


See what's new with Formstack

Curious about what we’ve been up to? Read on for all the latest updates to Formstack’s platform and products.

Explore Updates
Repeating Patterns

Being loud and confident is great, but sometimes a hint of subtlety gets the job done even better. Repeating patterns using product iconography is a great way to add some playfulness without calling too much attention to ourselves. When displaying repeating patterns, we often use a larger canvas to make the repeating less obvious.


Grow your organization with user-friendly form features

Explore the form features below to learn how Formstack Forms can help you streamline processes and make better business decisions.

Old Logos

Many of our products have been re-branded from older products. Take a look at our old product logos below.

Formstack’s original logo was the primary logo from 2006-2018. While the original logo is still used in legacy materials, it should no longer be used on any new materials.

Formstack Documents evolved from the WebMerge product. While the WebMerge trademarks are still used in legacy materials, they should no longer be used on any new materials.

Formstack Sign evolved from the InsureSign product. While the InsureSign trademarks are still used in legacy materials, they should no longer be used on any new materials.