---
title: "Brand Guidelines"
url: "https://atlan.com/brand/"
description: "The living reference for Atlan's visual identity. These guidelines keep every team - design, marketing, partners, and agents - consistent in how we show up."
---

> Atlan is hosting Context Conference, bringing together the leaders and builders at the frontier of giving AI the context it needs to understand their business. It runs online on October 28, 2026, from 11:00 AM to 2:00 PM ET. Atlan co-founder Prukalpa Sankar opens and closes the day. Leaders from AstraZeneca, BNY and Verizon share why they invest in context and what they get from it. Registrants get early access to The AI Context Gap, a new study from MIT Technology Review Insights. Register: https://atlan.com/context-conference/

# Brand Guidelines

The living reference for Atlan's visual identity. These guidelines keep every team - design, marketing, partners, and agents - consistent in how we show up.

## Who is Atlan?

Atlan is the context layer for AI. We believe contextual intelligence, not raw intelligence, is the next frontier for AI: a model is only as good as the organizational knowledge, expertise, and norms it has access to, and an AI agent without that context is guessing, not reasoning.

Atlan's personality has three core traits: **Visionary**, **Best Friend**, and **Optimist**.

### Visionary

We are curious category creators and show up as thought leaders: confident, clear, sharp, credible, declarative, electric, and energizing. That takes innovation, and a lot of the time, being unflinching enough to take the unconventional or contrarian route. We embody the Atlan value of 120% always, going above and beyond to pave a new path.

### Best Friend

Atlan is kind, warm, and supportive. We show up as a partner: collaborative, hands-on, in it with you. We're empathetic, because we understand what you're dealing with day to day. We push you out of your comfort zone and tell you the hard truths when you need to hear them, but always as an equal, never from above. We're collaborative and it's fun and exciting to work with us. We celebrate your wins like they're ours. We give without keeping score and without strings attached.

### Optimist

Atlan is hopeful and ambitious. We care about humanity, and that means every outsized impact we're chasing has to matter for real people, not just for us. We're big dreamers and rally people to dream big with us. We believe the hard thing is worth doing, because the easy thing rarely changes anything.

## Explore the system

- [Logo](https://atlan.com/brand/logo/) - Primary logotype, favicon, clearspace, QR codes, incorrect usage, and partnership lockups.
- [Color](https://atlan.com/brand/color/) - Primary, secondary, tertiary, and neutral palettes, print values, pairings, and examples.
- [Typography](https://atlan.com/brand/typography/) - Funnel Display for headlines, Inter for everything else - the 2026 type scale.
- [Iconography](https://atlan.com/brand/iconography/) - Rounded-stroke icon style, core color combinations, and specs.
- [Motion](https://atlan.com/brand/motion/) - The choreography system - principles, easing curves, typographic animation, dynamic backgrounds, and logo animation.
- [Voice & tone](https://atlan.com/brand/voice-and-tone/) - The voice principles behind every piece of writing, the tone mix per surface, and the company boilerplate.