# Atlan Brand Guidelines — full text > The complete Atlan brand guidelines (logo, color, typography, iconography, motion) as clean Markdown. The curated per-page map lives at https://atlan.com/llms.txt; each section below is also served standalone at its listed Markdown URL. --- # 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. _Source: https://atlan.com/brand/ · Markdown: https://atlan.com/brand.md_ --- # Logo ## Primary logo The core brand identity relies on our primary logotype, uniquely identified by two cyan circles nestled inside the letter ‘a’. ### Blue logotype ![Blue logotype](https://atlan.com/images/brand/atlan-logo-blue.svg) [Download](https://atlan.com/images/brand/atlan-logo-blue.svg) ### White logotype ![White logotype](https://atlan.com/images/brand/atlan-logo-white.svg) [Download](https://atlan.com/images/brand/atlan-logo-white.svg) ## Favicon The Atlan favicon is reserved strictly for high-constraint environments where the full logotype cannot fit — such as browser tabs, app icons, or small profile images. ### Blue favicon ![Blue favicon](https://atlan.com/images/brand/atlan-favicon-blue.webp) [Download](https://atlan.com/images/brand/atlan-favicon-blue.png) ### White favicon ![White favicon](https://atlan.com/images/brand/atlan-favicon-white.webp) [Download](https://atlan.com/images/brand/atlan-favicon-white.png) ## Clearspace requirements A minimum clearspace must be maintained at all times to ensure impact. A minimum exclusion zone equal to ‘l’ must be maintained on all four sides of the logo. For the favicon, ‘a’ must be maintained across all 4 sides of the symbol. ![Atlan logotype clearspace — exclusion zone equal to the logo height ‘l’ on all four sides](https://atlan.com/images/brand/atlan-logo-clearspace.webp) ![Atlan favicon clearspace — exclusion zone equal to ‘a’ on all four sides](https://atlan.com/images/brand/atlan-favicon-clearspace.webp) ## QR Code Every touchpoint matters. Our QR codes are designed to look like a natural extension of our brand, utilizing dot-based styling and our signature favicon anchored in the center. We create all our QR codes on [me-qr.com](https://me-qr.com). ![Atlan branded QR codes — blue and white colorways with the favicon anchored in the center](https://atlan.com/images/brand/atlan-qr-code.webp) ## Incorrect usage Do not alter, distort, or modify the logo in any way. To ensure compliance, avoid the following unauthorized treatments. - ❌ Do not stretch or distort the logo ![Do not stretch or distort the logo](https://atlan.com/images/brand/atlan-incorrect-treatment-1.webp) - ❌ Do not apply effects ![Do not apply effects](https://atlan.com/images/brand/atlan-incorrect-treatment-2.webp) - ❌ Do not rotate the logo ![Do not rotate the logo](https://atlan.com/images/brand/atlan-incorrect-treatment-3.webp) - ❌ Do not use the logo against busy backgrounds ![Do not use the logo against busy backgrounds](https://atlan.com/images/brand/atlan-incorrect-treatment-4.webp) - ❌ Do not change the color of the signature cyan circles ![Do not change the color of the signature cyan circles](https://atlan.com/images/brand/atlan-incorrect-treatment-5.webp) - ❌ Do not place the logo on backgrounds with low contrast ![Do not place the logo on backgrounds with low contrast](https://atlan.com/images/brand/atlan-incorrect-treatment-6.webp) ## Partnership Logo Lockups For any Atlan-hosted events or co-branded resources, the Atlan logo must always take precedence and appear first in the lockup layout. Scale the partner logo so that both marks possess equal visual weight and prominence. To separate the logos, we use a very simple and clear vertical line as a separator. ![Atlan partnership logo lockup — Atlan logotype, a vertical divider, and a partner logo of equal visual weight](https://atlan.com/images/brand/atlan-partnership-logo-lockups.webp) _Source: https://atlan.com/brand/logo/ · Markdown: https://atlan.com/brand/logo.md_ --- # Color ## Primary color Atlan Blue is the cornerstone of our visual identity. It serves as the primary anchor that binds our brand together across every touchpoint, channel, and experience, making our presence instantly recognizable. ### Blue scale - Blue 25: #F9F9FC — rgb(249, 249, 252) - Blue 50: #F3F4FD — rgb(243, 244, 253) - Blue 100: #E8E9FB — rgb(232, 233, 251) - Blue 200: #AEB0F3 — rgb(174, 176, 243) - Blue 300: #7F83EC — rgb(127, 131, 236) - Blue 400: #3940E1 — rgb(57, 64, 225) - Blue 500: #2026D2 — rgb(32, 38, 210) - Blue 600: #181D9D — rgb(24, 29, 157) - Blue 700: #13177E — rgb(19, 23, 126) - Blue 800: #0D0F54 — rgb(13, 15, 84) - Blue 900: #0A0B3F — rgb(10, 11, 63) ## Secondary color Cyan serves as our primary accent color, designed to add emphasis and focus. Never use Cyan as a standalone brand color or as a background fill. ### Cyan scale - Cyan 25: #F9FEFF — rgb(249, 254, 255) - Cyan 50: #F7FEFF — rgb(247, 254, 255) - Cyan 100: #E7FBFF — rgb(231, 251, 255) - Cyan 200: #D0F6FE — rgb(208, 246, 254) - Cyan 300: #B8F2FE — rgb(184, 242, 254) - Cyan 400: #99EBFD — rgb(153, 235, 253) - Cyan 500: #62E1FC — rgb(98, 225, 252) - Cyan 600: #0CD1FA — rgb(12, 209, 250) ## Tertiary color Pink introduces a deliberate pop of color to our ecosystem. To maintain its visual impact and prevent it from overpowering our primary palette, use this supporting accent exceptionally sparingly. ### Pink scale - Pink 25: #FFFAFB — rgb(255, 250, 251) - Pink 50: #FEF6F8 — rgb(254, 246, 248) - Pink 100: #FDE4EB — rgb(253, 228, 235) - Pink 200: #FBCAD6 — rgb(251, 202, 214) - Pink 300: #F9A6BB — rgb(249, 166, 187) - Pink 400: #F78BA7 — rgb(247, 139, 167) - Pink 500: #F34D77 — rgb(243, 77, 119) - Pink 600: #C23E5F — rgb(194, 62, 95) ## Neutrals Our neutrals palette provides the essential structural foundation for our visual design. These neutrals establish hierarchy and deliver optimal legibility across typography, borders, and UI elements. ### Neutrals scale - Neutrals 25: #F6F6F8 — rgb(246, 246, 248) - Neutrals 50: #EEEEF1 — rgb(238, 238, 241) - Neutrals 100: #DDDDE3 — rgb(221, 221, 227) - Neutrals 200: #CCCCD5 — rgb(204, 204, 213) - Neutrals 300: #9999AA — rgb(153, 153, 170) - Neutrals 400: #77778E — rgb(119, 119, 142) - Neutrals 500: #555572 — rgb(85, 85, 114) - Neutrals 600: #2B2B39 — rgb(43, 43, 57) - Neutrals 700: #252530 — rgb(37, 37, 48) - Neutrals 800: #141517 — rgb(20, 21, 23) - Neutrals black: #000000 — rgb(0, 0, 0) ## Print production To ensure an accurate translation of our brand hues in print media, always use CMYK color values. Use PMS codes if specified by the vendor. - Blue 500: HEX #2026D2 · CMYK 98, 84, 0, 0 - Cyan 500: HEX #62E1FC · CMYK 51, 0, 6, 0 - Pink 500: HEX #F34D77 · CMYK 0, 68, 51, 5 ## Color pairing Our approved color pairings are engineered to maximize legibility, contrast, and brand emphasis across all mediums. - Do: #2026D2 + #62E1FC - Do: #2026D2 + #FFFFFF - Do: #F34D77 + #FFFFFF - Do: #1A1EA8 + #FDDBE4 - Avoid: #F34D77 + #62E1FC - Avoid: #2026D2 + #F34D77 - Avoid: #62E1FC + #FFFFFF - Avoid: #62E1FC + #555572 ## Application examples Explore how our color system comes to life across diverse mediums. - E-book ad creative — Blue 900 ground with Blue 500 and white type - Event booth & signage — full Blue 500 brand environment - Customer quote card — Cyan 500 accent highlighting the key line - Branded swag & merchandise on the event floor - Webinar promo card — co-branded, Cyan 500 photo backdrop - Event activation — playful Blue 500 ice-cream cart - Editorial infographic — neutrals base with Blue accents - Co-branded event promo — Blue 500 photo overlay with Cyan highlight type - Conference booth creative — blue photo overlay with a Cyan gradient panel _Source: https://atlan.com/brand/color/ · Markdown: https://atlan.com/brand/color.md_ --- # Typography Funnel Display and Inter serve as our official brand typefaces. Mirroring our foundational geometric design standards, this typographic duo balances structured precision with clean readability across all brand communications. ## Typefaces Funnel Display leads in Extra Bold, Bold, and Semi-Bold for display and headings. Inter carries body copy and UI, and Gilroy is reserved for quotes. ![Funnel Display — Extra Bold, Bold, and Semi-Bold weight specimens](https://atlan.com/images/brand/brand-typography-thumb.webp) ### Inter — Body copy - Sample: "AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz" ### Gilroy — Quotes - Sample: "AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz" ## Download fonts **Funnel Display** — Use for: Headlines, hero banners, and large display text. [Download on Google Fonts](https://fonts.google.com/specimen/Funnel+Display) **Inter** — Use for: Body paragraphs, UI elements, data tables, and captions. [Download on Google Fonts](https://fonts.google.com/specimen/Inter) ## Text hierarchy ### Display ### Display / D-01 - Font: Funnel Display - Token: `text-d-01` - Size / line-height: 72 / 80 - Sample: "Context is everything" - Usage: Hero statements, the single largest moment on a page. ### Display / D-02 - Font: Funnel Display - Token: `text-d-02` - Size / line-height: 60 / 66 - Sample: "Built for the agent era" ### Headings ### Heading / H-01 - Font: Funnel Display - Token: `text-h-01` - Size / line-height: 48 / 53 - Sample: "Give AI agents a home" ### Heading / H-02 - Font: Funnel Display - Token: `text-h-02` - Size / line-height: 36 / 40 - Sample: "A foundation of trust" ### Heading / H-03 - Font: Funnel Display - Token: `text-h-03` - Size / line-height: 30 / 34 - Sample: "Metadata that moves" ### Heading / H-04 - Font: Funnel Display - Token: `text-h-04` - Size / line-height: 20 / 24 - Sample: "Section heading" ### Body & UI ### Paragraph / P-01 - Font: Inter - Token: `text-p-01` - Size / line-height: 20 / 32 - Sample: "The active metadata platform that gives every team a shared context layer." ### Paragraph / P-02 - Font: Inter - Token: `text-p-02` - Size / line-height: 18 / 29 - Sample: "The active metadata platform that gives every team a shared context layer." ### Paragraph / P-03 - Font: Inter - Token: `text-p-03` - Size / line-height: 16 / 26 - Sample: "The active metadata platform that gives every team a shared context layer." ### Paragraph / P-04 - Font: Inter - Token: `text-p-04` - Size / line-height: 14 / 22 - Sample: "The active metadata platform that gives every team a shared context layer." ### Caption - Font: Inter - Token: `text-caption` - Size / line-height: 12 / 19 - Sample: "Caption and metadata label" ## Text alignment Maintain structural harmony by keeping typography consistently anchored to a single alignment axis: align all copy elements either completely to the center or flush to the left. ![Center-aligned layout — all copy elements anchored to the center axis](https://atlan.com/images/brand/typography-center-align.webp) _Center aligned_ ![Left-aligned layout — all copy elements flush to the left axis](https://atlan.com/images/brand/typography-left-align.webp) _Left aligned_ ## Colour pairing & highlight Standardized text and background combinations divided into Core and Accent pairings, built to ensure optimal contrast, hierarchy, and intentional use of highlight colors. ### Core pairing - Background: Blue (#2026D2) · Primary text: White (#FFFFFF) · Highlight text: Cyan (#62E1FC) - Background: White (#FFFFFF) · Primary text: Grey (#2B2B39) · Highlight text: Blue (#2026D2) ### Accent pairing - Background: Grey (#252530) · Primary text: White (#FFFFFF) · Highlight text: Cyan (#62E1FC) - Background: White (#FFFFFF) · Primary text: Grey (#2B2B39) · Highlight text: Pink (#F34D77) - Background: Blue (#2026D2) · Primary text: White (#FFFFFF) · Highlight text: Lavender (#797DE4) _Source: https://atlan.com/brand/typography/ · Markdown: https://atlan.com/brand/typography.md_ --- # Iconography Atlan’s iconography is a rounded-stroke system sourced from the Hugeicons Stroke Rounded family — outlined, single-colour glyphs on a consistent grid. ## Icon style Our core iconography system relies on rounded-stroke icons that emphasize simplicity, clarity, and immediate recognition. The rounded terminals and precise curves of the icons are directly inspired by the geometric details and circular elements within our primary logotype. ![Sample of Atlan rounded-stroke icons — home, search, calendar, chat, download, globe, and more](https://atlan.com/images/brand/brand-iconography-thumb.webp) ## Browse icons **Download the icon library** — The complete collection of approved assets can be sourced via Hugeicons under the Stroke Rounded style family — free to download. [Browse Hugeicons — Stroke Rounded](https://hugeicons.com/icons/stroke-rounded) ## Core combinations Approved color pairings for icons and backgrounds to ensure optimal contrast, visual hierarchy, and brand alignment. - Background: Blue (#2026D2) · Icon: White (#FFFFFF) - Background: Blue (#2026D2) · Icon: Cyan (#62E1FC) - Background: Lavender (#E9E9FA) · Icon: Blue (#2026D2) - Background: White (#FFFFFF) · Icon: Blue (#2026D2) - Background: White (#FFFFFF) · Icon: Grey (#2B2B39) - Background: Grey (#DDDDE3) · Icon: Grey (#2B2B39) ## Icon specs Every icon follows the same construction so the set stays visually consistent. - Container: 48 × 48 px - Icon canvas: 32 × 32 px - Padding: 8 px — all sides - Grid unit: 8 px - Style: Stroke / rounded - Fill: Outlined, no fill - Weight: 1.5 px _Source: https://atlan.com/brand/iconography/ · Markdown: https://atlan.com/brand/iconography.md_ --- # Motion Bold. Cinematic. Alive. Atlan’s choreography system, and the intent behind every frame. ## Motion principles The camera glides; the type snaps — product moments are quick and exact, brand moments are cinematic. Stillness is part of the choreography, and so is flourish. When the estate breathes, you’re watching a system think. And whatever the job — revealing, guiding, embellishing, or setting a mood — every animation earns its moment. ### Surface the hidden Atlan motion uncovers more than it creates. The structure was always there; the animation brings it into view and lets the viewer feel like they found it. ### Nothing moves alone Everything relates to everything. So movement travels: touch one thing and its neighbors answer, a change ripples outward, cause visibly produces effect. ### Alive by default The estate never sleeps. Data flows, agents work, signals fire — whether or not anyone is watching. Atlan surfaces are never frozen: there is always a pulse, however faint. Stillness is a held breath, never a dead frame. ### Bigger than the frame Nothing in Atlan ends at the edge of the screen. Grids run past every border, camera moves imply a world to move through, and the smallest interaction belongs to an estate of millions. Scale isn’t shown — it’s felt. ## The system A shared set of curves, timing, and spatial primitives that keep Atlan motion coherent across every surface. The expression is limitless — the foundations are deliberate. ### Easing All Atlan motion is built on cubic bezier curves. The shape changes depending on whether an element is entering, exiting, or shifting within the frame. - Enter: `cubic-bezier(0.33, 1, 0.68, 1)` — The confidence of something already on its way. Elements hit the frame moving and decelerate to rest. No wind-up, no hesitation. - Exit: `cubic-bezier(0.32, 0, 0.67, 0)` — A breath before the leap. The element gathers itself for one barely perceptible beat, then accelerates out of frame and is gone. - Shift: `cubic-bezier(0.33, 0, 0.67, 1)` — Breathe in, breathe out. Elements already on screen ease into motion and ease back to stillness — no jarring start, no hard stop. A change of place reads as intention. ### Stagger When multiple elements enter together, stagger gives them reading order. Without it, the eye has nowhere to land. - Interval: 80–120 ms between elements - Direction: Intended reading order ### Perspective tilt We shoot the product like a physical object — panels angled in space, stacked in layers, lit from the side. Perspective gives the estate weight and makes structure tangible. - Max rotation: 4° - Easing: Ease-out on leave ## Typographic animation Text in Atlan doesn’t appear. It enters — and the way a headline enters sets the emotional register for everything that follows. Four entrances, four temperatures. Choose by what the moment should feel like. - The Settle: Fade + translate into position. Directional — can enter from any edge. The safe default. - The Emerge: Blur-to-sharp focus pull. The word materializes from nothing. For hero moments. (Variant: Dolly Out.) - Typewriter: Per-character typing. Only for body text — never headings. - Sharp Cut: Instant appearance, staggered per word. No transition — pure editorial timing. ### Captions Video captions follow a karaoke-highlight pattern. The active word gets a blue background while past and future words stay white on a translucent bar. - Font: Inter, Regular - Text color: #FFFFFF - Bar background: #7C7C7C at 40% opacity - Active word: Blue-500 (#2026D2) background - Background mode: Box (full-width bar) - Position: Bottom-center of frame - Highlight timing: Synced to spoken word ## Dynamic backgrounds The grid is the data estate itself, alive even when no one is looking. Every pulse is data moving, an agent working, a signal firing right now. It extends past the frame in every direction, and nothing in it moves alone: activity travels, connects, and resolves into structure. Two modes, dark and light, adapt to the surface. - Dark Grid: The default cinematic background. Shimmer cells pulse across a deep blue field. Used for hero sections, video intros, and dark-themed layouts. - Light Grid: A lighter variant for product pages and content-heavy layouts. Same shimmer system, softer contrast. Pairs with the standard white overlay. - Ambient Gradient: Diffused cyan light breathing over Atlan blue. Activity stays at the edges — the center holds quiet, built to sit behind titles. Usage: - Play at 1x–4x speed depending on foreground motion - Use at up to 50% opacity to avoid distracting from the subject ## Logo animation The Atlan wordmark has two signature animations — one built for presence, one built for energy. Choosing the right one depends on tone and context, not personal preference. - Funk: Deconstructed letter fragments scatter across the frame, then converge through a dramatic reveal into the full wordmark. Cyan accents settle into the letterforms last. Bold, energetic, cinematic. Use for: Hero intros, major launches, event openers, keynote opens — moments that deserve cinematic weight. - Wordmark Build: Opens on an oversized “a” logomark. Letters emerge and build outward into the full wordmark, followed by a tagline. Clean, structured, confident. Use for: Standard outros, product videos, webinar closes, social clips — the everyday signature. ### Do / Don’t Do: - Funk for cinematic moments, Wordmark Build for everyday - Blue or white background — match the video’s tone - Hold the final frame 1.5s+ to register Avoid: - Custom logo animation that breaks the system - Flash the logo for less than a second - Clutter the closing card with social handles or QR codes _Source: https://atlan.com/brand/motion/ · Markdown: https://atlan.com/brand/motion.md_ --- # Voice & tone Who Atlan is, the voice principles that follow from it, and how the tone mix shifts across every surface where Atlan shows up. ## Voice Atlan’s voice comes from its brand personality. These are the principles that guide every piece of writing, so no matter who’s writing or where Atlan shows up, it sounds like Atlan. ### Visionary Visionary means original framing, earned by credibility. We are bold, creative, and unflinching about our vision for the world, while leading with curiosity. We’re confident and sharp, without being loud. **We should be:** Curious · Confident · Clear, sharp · Credible · Declarative · Electric, energizing · Unflinching **We shouldn't be:** Borrowed · Hedged · Impressive · Vague · Safe · Arrogant · Self-congratulatory **Tactics** 1. **Lead with the original framing.** If a sentence sounds like something the industry already says, start over. Name what’s actually happening: the insight the reader already half-knew but couldn’t articulate. Borrowed framing signals the writing isn’t thinking hard enough. 2. **Precision beats intensity.** Skip superlatives, intensifiers, and exclamation points; they signal the underlying claim isn’t strong enough. The specific, accurate version of a claim does more work than the emphatic one. When something is genuinely accurate, it persuades on its own. ### Best Friend Best Friend means talking to the reader with ease: directly, simply, like you would with someone you know well. We never speak like we’re above the reader, and we tell the hard truth when it’s useful, the way a friend would, not the way a vendor would. **We should be:** Kind, warm · Supportive, comforting · Genuine, real, human · Empathetic · Direct **We shouldn't be:** Corporate · Condescending · Distant · Preachy · Transactional **Tactics** 1. **Know the specific person, not the persona.** Know what they’re trying to do, what’s blocking them, and what a good day at work looks like for them. Copy written for one real person with real context has texture and weight. Copy written for a segment is readable by anyone and felt by no one. 2. **Celebrate the customer.** Always put the customer first and make them the hero of the copy. Make them feel understood, heard, and celebrated. ### Optimist Optimist means the copy itself should feel energizing, not just informative. We write from a bias for action and a belief that the world gets better because we build it, so the reader should come away excited, not just informed. That positivity isn’t naive: when we name a problem, we also point at how to fix it. **We should be:** Hopeful, ambitious · Lively, energizing · Rallying · Action-biased **We shouldn't be:** Cynical · Negative · Passive · Naive **Tactics** 1. **Energize, don’t just inform.** Atlan copy should leave the reader feeling something is possible, not just knowing a fact. Aim for the outcome that gets people excited, not the neutral description of what happened. 2. **Give the reader a next step.** A bias for action means copy should leave the reader with something to do, not just something to think about. 3. **Optimistic, not naive.** Acknowledge the hard thing directly, then say why it’s worth doing anyway. ## Tone Our voice is always the same, but our tone is how we convey our in-the-moment attitude and shift how we talk in different situations. ### Ads - What this needs to do: Stop the scroll and land a claim sharp enough to remember, fast. No room to build up to it. - Dial: Visionary 40% / Optimist 40% / Best Friend 20% - Why this mix: An ad has one shot to make a claim worth acting on right now. That’s Visionary’s original framing and Optimist’s forward pull doing the work together. ### Virtual events - What this needs to do: Make someone want to register before they’ve seen a single slide. This is about the event’s name, landing page, and invite copy, not the in-room content itself. - Dial: Visionary 40% / Optimist 35% / Best Friend 25% - Why this mix: Same top-of-funnel job as an ad: a category-defining reason to show up (Visionary), plus a reason to feel good about attending (Optimist). Best Friend gets a little more room than in an ad since an invite still reads as personal. ### Thought leadership blogs - What this needs to do: Say the original thing about where the category is going, backed up enough that a skeptical practitioner takes it seriously. - Dial: Visionary 60% / Best Friend 25% / Optimist 15% - Why this mix: This is where Atlan earns the “we created the category” claim, so original framing has to dominate. Best Friend keeps it readable instead of academic. Optimist stays light so the piece doesn’t read like a pitch. ### Partner blogs - What this needs to do: Read like two teams who actually work together wrote it, not a co-branded ad. Credit the partner’s expertise as much as our own. - Dial: Optimist 45% / Best Friend 30% / Visionary 25% - Why this mix: Partner content is about a shared vision of what’s possible together, which is Optimist’s territory, delivered with the warmth of an actual working relationship. Visionary steps back because the point isn’t Atlan’s solo point of view, it’s the joint one. ### Conferences - What this needs to do: Stand out when surrounded by noise. - Dial: Visionary 50% / Optimist 30% / Best Friend 20% - Why this mix: Conferences are filled with noise and you need to earn attention, so Visionary leads with spiky messaging that stands out at the booth or in sessions. ### Social - What this needs to do: Sound like a person, not a company account. Earn attention in a feed where nobody owes you their time. - Dial: Best Friend 45% / Optimist 35% / Visionary 20% - Why this mix: Feeds reward sounding like a person, not a brand account, so Best Friend leads. Optimist keeps it energizing. Visionary still shows up, but as a sharp point of view, not a lecture. ### Press releases - What this needs to do: State the news plainly and back it with proof: numbers, quotes, named customers. Credibility over excitement, even though the news itself should feel like real momentum. - Dial: Optimist 45% / Visionary 45% / Best Friend 10% - Why this mix: Press and analysts are evaluating credibility. Visionary carries the claim and Optimist frames why it matters. ### Email marketing - What this needs to do: Feel like it’s written to one person, not blasted to a list. Get to the point fast; most people are skimming an inbox. - Dial: Best Friend 45% / Optimist 30% / Visionary 25% - Why this mix: An email lands from a person, to a person. Best Friend leads because it needs to feel individually written. Optimist gives a reason to act. Visionary stays lighter since a big category claim doesn’t belong in someone’s inbox. ### Education _Education isn’t a fixed surface, it’s a mode that can show up inside any of the above (a how-to blog post, an educational webinar)._ - What this needs to do: Teach something clearly enough that the reader can actually use it, without turning the lesson into a pitch. - Dial: Best Friend 40% / Optimist 40% / Visionary 20% - Why this mix: Whenever content is primarily teaching something, shift the mix toward Best Friend and Optimist and away from Visionary. Teaching someone something works best coming from a friend who wants you to succeed and believes you can. ### Website: Homepage - What this needs to do: Make the category claim and make a visitor feel like something big is happening, within seconds of landing. - Dial: Visionary 40% / Best Friend 30% / Optimist 30% - Why this mix: A homepage visitor has already chosen to stay, unlike someone scrolling past an ad, so there’s room to feel spoken to directly, not just pitched to. Visionary still leads with the category claim, but Best Friend gets real space instead of an ad’s bare minimum. ### Website: Product pages - What this needs to do: Convince a practitioner the thing actually works, and make them feel understood in their day-to-day. - Dial: Visionary 40% / Best Friend 40% / Optimist 20% - Why this mix: A product page is closer to a conversation with a skeptical buyer than a pitch. Visionary’s credibility and Best Friend’s specific-person empathy both carry more weight here than Optimist’s energy. ### Customer stories - What this needs to do: Let the customer’s win carry the piece. Atlan’s role is supporting, not central. - Dial: Best Friend 50% / Optimist 25% / Visionary 25% - Why this mix: The customer is the hero, and their relationship with Atlan is fundamentally a Best Friend story: genuine, warm, real. Optimist (the outcome they achieved) and Visionary (the credibility of what was built) both show up, but equally and lightly, so neither crowds out the customer’s own voice. ## Boilerplate The canonical company description, in two lengths. Copy it as-is wherever Atlan needs introducing; don’t rewrite it. **Concise:** Atlan is the context layer for AI: the infrastructure between business systems and AI agents where organizational context gets mined, built, governed, and delivered. **Comprehensive:** Atlan is the context layer for AI: the infrastructure between business systems and AI agents where organizational context gets mined, built, governed, and delivered. 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. Enterprises representing more than $10T in market cap, including Mastercard, Workday, General Motors, Dropbox, and Fox, use Atlan to build AI agents that are accurate, trustworthy, and scalable. _Source: https://atlan.com/brand/voice-and-tone/ · Markdown: https://atlan.com/brand/voice-and-tone.md_