Brand Guidelines

Introduction

How to Use This Guide

Our brand guidelines provide a comprehensive set of instructions for anyone who uses our brand and its components in their work, including Relativity team members, customers, and partners. Brand guidelines play an important role in managing perceptions of our products by building and reinforcing consistent experiences for customers, suppliers, employees, investors, media/analysts, and the community.

Brand Voice

Mission

A mission statement identifies the core of our business. It states what drives our organization and what we do today—focusing on the here and now. A strong mission statement shapes our company’s culture and defines objectives.

Organize data. Discover the truth. Act on it.

Brand Attributes

Authentic and Inclusive

  • We demonstrate integrity in adversity
  • We create trust through transparency
  • We talk with, not at
  • We know, love, and live who we are
  • We achieve because of our differences, not despite them

Passionate and Vibrant

  • We always pursue the "why”
  • We believe hard work creates profound results
  • We believe in the power of purpose
  • Our aspirations inspire confidence
  • We celebrate the success of others

Earnest and Perceptive

  • We take our work seriously
  • We are sincere in our convictions
  • We anticipate and learn from mistakes
  • We stay sharp, always open and growing
  • We see around corners

Voice & Tone

As a company, we communicate through several channels, and all these communications are created by different people and different teams. However, every piece of content we create should sound like us. Every single time.

Our voice helps us remain consistent. It’s our brand, our personality. Though we may adjust our delivery—or our tone—depending on our audience, our voice and personality never change.

Below are the main tenets of our voice—the traits that, together, represent a constant identity.

Approachable

We use easy, yet engaging, language that doesn’t overwhelm—or bore—our audience. We sound human, because at the end of the day, we’re just a few friendly people talking to other friendly people.

  • Write in plain English. Skip jargon, overly technical details, acronyms, and bloated sentences or paragraphs. Keep things clear and concise. Make it easy for people to get the point and move on with their busy lives.
  • Talk to people, not at them. The ABCs ("always be closing”) have no place in our writing. Use storytelling and smart humor—it’s always more effective (and interesting) than a laundry list of features or numbers. Rather than telling people they need something, give them insights and stories that will inspire them. And remember: we’re talking to real, live human beings, not personas, businesses, or prospects.
  • Be engaging. Use active voice, liven up the mundane, and talk to our audience as if we were speaking to them face to face.
  • Be transparent and humble. We’re a humble company—it’s written in our core values—and we’re always willing to own mistakes and failures. If we mess something up, we admit it, apologize, and make it right. There are no coverups here.
  • Throw out the grammar book. Grammar is important, but don’t sacrifice natural, conversational prose. Go ahead, end on a preposition, use incomplete sentences for emphasis, or say “who” instead of “whom.” Small sacrifices for natural delivery are a-okay—as long as we’re maintaining intelligence in our writing (in other words, don’t go nutz).

Helpful

We’re our customers’ go-to guides on how to use Relativity’s products. We’re always eager to help and encourage people to use our tech in new, better ways—but we’re never pushy.

  • Teach them something new. Show people how to make the most out of Relativity’s products. Inspire them and pique their curiosity with stories, proof points, and new ideas.
  • Find purpose. Before starting to write, ask, “What purpose does this serve?” Don’t stray from that. Remember, we’re here to help and serve our community. Provide as many helpful details as appropriate, but don’t waste their time.
  • Walk in their shoes. Assume we’re writing for smart, tech savvy people, but keep the specific audience in mind. Talking to an infrastructure person? We don’t have to explain what a “shard” is. Talking to a lawyer? We shouldn’t be using the word “shard.”
  • Don’t push or patronize. Speak directly to our audience about how to solve their unique challenges—but don’t over-explain or tell them what to do. Remember: They’re intelligent people looking for information. We’re here to give it to them so they can make informed decisions.

Passionate, but Light-hearted

e-Discovery is a serious topic and one that we’re passionate about. But that doesn’t mean we can’t infuse a little bit of fun into our voice—we just need to know when and how to do it.

  • Be confident. e-Discovery is our bread and butter, and we can help people do it better and faster. Let that confidence shine through with helpful information and facts. But, stay away from overdone claims or exaggerations. Confident does not mean cocky.
  • Be determined. We’re experts in e-discovery, but we’re never done learning—especially from our customers. We don’t shut ourselves off from other opinions. We pursue them. The more knowledge we have, the smarter our writing will be.
  • Be inspiring. Create excitement with empowering stories of success and images of what e-discovery could look like. Challenge people to get excited for the future state and give them solutions for tackling big problems.
  • Be a storyteller. Don’t just say what, explain why. Why should we care about security? Because the hacker in a hooded sweatshirt isn’t just a stock image—they really exist. Stories and imagery foster an emotional connection with our readers. No one’s ever felt emotion—beyond maybe boredom—reading a procedural workflow.
  • Adjust your tone accordingly. We’re a light-hearted company, but we also deal with serious subject matter. Know when it’s okay to be clever and when a straight face is more appropriate (for example, writing about Relativity Fest versus a critical defect).

 

Relativity Logo

 

Definitions

Mark

A graphic element or standalone symbol commonly used by commercial enterprises, organizations, and even individuals to aid and promote instant public recognition. Our mark, affectionately labeled the boxes, is strong enough to be represented on its own in some instances.

Logotype/Wordmark

Usually a distinct typographic treatment of the name of a company, institution, or product name used for identification and branding. In our instance, the core use of the geometric typeface Museo Sans 500, our Relativity Orange, distinctly modified letter-shapes, and kerning make up our recognizable wordmark. The wordmark should never be used independently from the boxes. These should always be presented as a singular representation of our brand.

 

Logo Definitions | Logotype/Wordmark

 

Logo

The combination of our mark and our wordmark make up the entirety of our logo. Our logo should always include the registered trademark symbol. See Minimum Reproduction Size for exceptions.

Usage

Exclusion Zone

To maximize its visual presence, the logo requires a surrounding area clear of any other graphic elements or text. The minimum exclusion zone is the width and height of a single box from our boxes mark. Always allow at least this amount of clear space around the logo. The logo will appear on many different applications and formats, and the exclusion zone will help give it clarity and presence.

 

Logo Usage | Exclusion Zone

 

Minimum Reproduction Size

Digital
The minimum digital size of our logo is 25 px high, with the boxes having a minimum stroke weight of 1.75 pt. In this instance, the registered trademark symbol should be minimum 6.75 px.

Print
Minimum print size is 0.25in (6.35mm) high. In exceptional circumstances, smaller sizes for print may be necessary. In such cases, legibility should always be the top priority. Legibility of our registered trademark symbol may not be physically possible in some cases and may need to be omitted. Try to minimize these types of instances.

 

Logo Usage | Minimum Reproduction Size

 

Variations

Reverse

The logo should overwhelmingly remain Relativity Orange, but can be depicted in reversed white to increase legibility on multicolor, patterned, or photographic backgrounds where our Relativity Orange doesn’t offer enough contrast.

At times, our logo may be represented in grayscale tones if necessary.

 

Relativity Reverse Logo | Orange
Relativity Reverse Logo | Grayscale

 

Contrast

Using the HSB (Hue Saturation Brightness) scheme for reference, any background ≤90% but ≥70% brightness works better with the reversed white version. A background <70% can use both the Relativity Orange and reversed white versions.

 

Logo Contrast | 100% Logo Contrast | 80% Logo Contrast | 0% Logo Contrast | Relativity Orange Logo Contrast | Photographic

 

Exceptions

There are exceptions for tone-on-tone designs or instances that require our logo to be imprinted, such as foil stamping or debossing.

 

Logo Exceptions | Blind Deboss
Logo Exceptions |Spot Varnish
Logo Exceptions | Foil Stamp

 

Incorrect Usage

Do

Use the official, unaltered Relativity logo and its official variations.

Don't

  1. Don’t alter our logo lockup.

  2. Don’t remove the boxes from our logo.

  3. Don’t alter our logo color outside of its official variations (see exceptions).

  4. Don’t change the typography or recreate our logo, even if using the official typeface.

  5. Don’t alter our logo shape by stretching or distorting.

  6. Don’t apply effects to our logo, such as drop shadows or glows. Exceptions may apply for legibility purposes.

  7. Don’t use our logo in combination with a background value that renders it unreadable or causes visual vibration.

  8. Don’t put our logo into a containing shape or add any additional shapes within the exclusion zone.
Incorrect Logo Usage | Don’t alter our logo lockup
Incorrect Logo Usage | Don’t remove the boxes from our logo
Incorrect Logo Usage | Don’t alter our logo color outside of its official variations
Incorrect Logo Usage | Don’t change the typography or recreate our logo, even if using the official typeface
Incorrect Logo Usage | Don’t alter our logo shape by stretching or distorting
Incorrect Logo Usage | Don’t apply effects to our logo, such as drop shadows or glows. Exceptions may apply for legibility purposes
Incorrect Logo Usage | Don’t use our logo in combination with a background value that renders it unreadable or causes visual vibration
Incorrect Logo Usage | Don’t put our logo into a containing shape or add any additional shapes within the exclusion zone

 

 

Don’t use outdated or previous versions of our logo.

 

Incorrect Logo Usage | Don’t use outdated or previous versions of our logo

 

RelativityOne

RelativityOne is our e-discovery product. The RelativityOne logo can take form in two authorized formats—standard and shorthand. Always use the width & height of a single box from our boxes mark to determine the exclusion zone for both logo formats.

Standard

Building on our core Relativity logo, the RelativityOne logo adds a distinctly styled lowercase one to the end. The one is aligned to the right edge of our registered trademark symbol. This version of the logo should be used in most situations. See below for exceptions.

 

RelativityOne | Standard Logo

 

Shorthand

The shorthand version of RelativityOne is meant for applications where horizontal space is limited and scaling down the standard version would force the logo to become too small for the design. Spacing between the boxes mark and the one is equal to the width of the central negative space created by our two intersecting boxes. Do not use the registered trademark symbol. Additional marketing messaging should always be present when using this version.

 

RelativityOne | Shorthand Logo

 

Minimum Reproduction Size

Digital
The minimum digital size of our logo is 25 px high, with the boxes having a minimum stroke weight of 1.75 pt. In this instance the registered trademark symbol should be minimum 6.75 px.

Print
Minimum print size is 0.25in (6.35mm) high. In exceptional circumstances, smaller sizes for print may be necessary. In such cases, legibility should always be the top priority. Legibility of our registered trademark symbol may not be physically possible in some cases and may need to be omitted. Try to minimize these types of instances.

 

RelativityOne Logo | Minimum Reproduction Size

 

Note: Shorthand follows the same rules for sizing except the minimum height is decreased to 19 px high to account for the exclusion of the y descender. Always check legibility at actual size.

Don’t use the “super-short” boxes-1 logo. This version has been deprecated. If you’re using this version, please update to the approved shorthand version.

 

RelativityOne | Super Short Logo

 

RelativityOne Government

Representing the FedRAMP-caliber instance of RelativityOne, the complementary RelativityOne Government logo has one authorized format. Use the width & height of a single box from our boxes mark to determine the exclusion zone.

 

RelativityOne Government Logo

 

Lockups

Products

Relativity lockups promote consistent brand awareness across a growing range of products with which we go to market. This visual approach is reserved for SKUs that are sold and promoted to our customers as standalone SaaS offerings from Relativity, the company.

Exception

Relativity Server is the only non-cloud product to use this format. Use the product lockup format to visually depict our on-premises product.

Product lockups can take form in two authorized formats: Stacked and Horizontal. Always use the width and height of a single box from our boxes mark to determine the exclusion zone for any lockup format.

Stacked

The product name, written in Proxima Nova Regular, is always anchored by the top-right corner to the main logo. Cap height is equal to the width of the central negative space of a single box from our boxes mark. Be conscious of where longer names end on the left side. When possible, adjust tracking or size to purposely align with elements of the Relativity logo, without going past the left-hand edge of the boxes

 

Relativity Lockup | Stacked

 

Horizontal

Spacing between the main logo and the product name is equal to the width of the center square created by our two intersecting boxes. Cap height is equal to the x-height of the main logo.

 

Relativity Lockup | Horizontal

 

Corporate Programs

In the interest of brand recognition, the full Relativity logo lockup may still be used for corporate programs, especially in situations where our brand recognition may be lower. A corporate program lockup combines our Relativity logo and a public-facing program name in our primary typeface, Proxima Nova Regular.

Program lockups can take form in three authorized formats: Stacked, Horizontal, and Shorthand. Always use the width & height of a single box from our boxes mark to determine the exclusion zone for any lockup format.

Stacked

The program name is always anchored by the top-right corner to the main logo. Be conscious of where longer names end on the left side. When possible, adjust tracking or size to purposely align with elements of the Relativity logo, without going past the left-hand edge of the boxes.

 

Relativity Programs Logo | Stacked

 

Horizontal

Spacing between the main logo and the program name is equal to the width of the central negative space created by our two intersecting boxes. Cap height is equal to the x-height of the main logo.

 

Relativity Programs Logo | Horizontal

 

Shorthand

Spacing between the boxes mark and the program name is equal to the width of the central negative space in our boxes mark. Height of product name should match the height of our mark when stacked in two lines, and centered if a single line.

 

Relativity Programs Logo | 1 Line
Relativity Programs Logo | 2 Lines

 

Color & Patterns

Primary Color Palette

The Relativity color palette consists of four primary brand colors: Relativity Orange, Dark Gray, White, and Blue. Various tints can be used to add texture and depth to text, backgrounds, and illustrations. A consistent color scheme ensures cohesive representation across all Relativity communications.

Definitions

Pantone: In commercial offset printing, Pantone or spot color is any color generated by an ink (pure or mixed) that is printed using a single run. PMS codes are registered trademarks of Pantone Inc.

CMYK: Stands for Cyan, Magenta, Yellow, and Key (black). Primarily used for print, full color images are created by combining inks of these four basic colors. CMYK is often called four-color process printing.

RGB/Hexadecimal: Stands for Red, Green, and Blue. These are the standard colors of light used to create the visible spectrum on digital displays. With HTML, RGB values can also be specified using Hexadecimal code that range from 00 to FF.

 

Relativity Orange | Primary Color Palette
Dark Gray | Primary Color Palette
White | Primary Color Palette
Blue | Primary Color Palette

 

 

Relativity Orange: To maintain consistency across branding initiatives, Relativity Orange may need to be specified in various mediums or alternative color systems. In these scenarios, the following specifications have been identified to accurately represent our main brand color.

Pantone Alternative
PMS 1375

European
RAL Colour - Dahlia Yellow - 1033

Paint
Benjamin Moore - Sharp Cheddar - 2017-20
Dulux Trade - Rich Havana 4 - 05YY 42/727

Spray Paint
Montana Cans - Scampi Montana Gold 400ml - G2040

Embroidery
Robison-Anton - Honeydew RA® #122: 2327
Madeira - Orange Sunrise Classic Rayon 40 #1065

Vinyl
Avery Dennison - Apricot - SSC 900-355-O / SC9155O

Secondary Color Palette

Secondary

The secondary color palette adds variety. Use it in combination with, but not in place of, the primary brand colors.

 

Blue | Secondary Color Palette Dark Blue | Secondary Color Palette Light Gray | Secondary Color Palette Dark Gray | Secondary Color Palette

 

Extended

The extended color palette is a set of colors chosen to offer flexibility when designing illustrative elements or data visualization. These colors expand our brand’s reach and provide options for multiple scenarios.

 

Green | Extended Color Palette
Bright Blue | Extended Color Palette
Bright Orange | Extended Color Palette
Bright Red | Extended Color Palette
Purple | Extended Color Palette
Cool Gray 2 | Extended Color Palette
Lime Green | Extended Color Palette
Blue | Extended Color Palette
Yellow | Extended Color Palette
Pale Red | Extended Color Palette
Pale Purple | Extended Color Palette
Cool Gray 10 | Extended Color Palette
Forest Green | Extended Color Palette
Teal | Extended Color Palette
Pale Yellow | Extended Color Palette
Red | Extended Color Palette
Fuschia | Extended Color Palette
Dark Gray | Extended Color Palette

 

 

Exceptions

Exceptions to our color palettes may arise in certain scenarios. If there are any questions about what is acceptable or not, please contact marketing@relativity.com.

Gradients & Patterns

Gradients

To add subtle movement to areas that call for large fills of color, one approach would be using a gradient instead of a solid fill. Transitioning from one shade to another creates energy and a sense of progression. Proper use of gradient start and end points can move a user through the flow of a design.

 

Gradients

 

Patterns

Geometric patterns when used correctly can be highly flexible, visually effective, and in some cases, very functional. They can be used to bring vibrancy and life to designs or a softer elegance and style.

 

Light Hex | Patterns
Light Dots Large | Patterns
Light Dots Small | Patterns
Light Plus Sign Large | Patterns
Light Plus Sign Small | Patterns
Light Grid | Patterns
Dark Hex | Patterns
Dark Dots Large | Patterns
Dark Dots Small | Patterns
Dark Plus Sign Large | Patterns
Dark Plus Sign Small | Patterns
Dark Grid | Patterns

 

 

  • 3D hex
  • Dot matrix - large
  • Dot matrix - small
  • Positive - large
  • Positive - small
  • Grid

Typography

Primary Typeface

The primary Relativity typeface for commercial purposes is the sans-serif, Proxima Nova. Use it for text in printed materials and for our online identity.

Proxima Nova bridges the gap between typefaces like Futura and Akzidenz Grotesk. The result is a hybrid that combines modern proportions with a geometric appearance. Using a sans-serif aligns with Relativity’s brand—friendly, direct, and precise.

Emphasizing Body Text

Avoid using italics and underlining. Instead, use different weight sizes of our primary typeface to add emphasis, as well as various colors from the official color palette.

Complete Proxima Nova family is available as a synced font from Adobe Fonts.

Proxima Nova – Font Weight Conversion

 

100 - Thin

300 - Light

400 - Regular

500 - Medium

600 - Semibold

700 - Bold

800 - Extrabold

900 - Black

Proxima Nova Font Weight Conversion

 

Secondary/Accent Typeface

FF Tisa Pro is Relativity’s secondary typeface. Only use it as an accent or differentiator to prioritize pull quotes, testimonials, or specific content within long-form narratives (tl;dr summaries).

Tisa Pro acts as the disruptor to our sans-serif suite. Tisa Pro draws special attention to itself with its slab/serif cross-over qualities. These differentiating qualities lend themselves nicely to separating specific content from our standard geometric, sans-serif body, and display fonts.

Complete FF Tisa Pro family is available as a synced font from Adobe Fonts.

FF Tisa Pro – Font Weight Conversion

 

400 - Regular

700 - Bold

FF Tisa Pro Font Weight Conversion

 

Editable Typeface

As a complementary sans-serif typeface to Proxima Nova, Arial should be used when a company-wide, editable system font is warranted.

Editable

Only use Arial for editable documents, such as PowerPoint presentations and Word documents. Use it when documents with editable text may be opened, edited on, or presented from devices that do not have Proxima Nova installed.

Arial – Font Weight Conversion

 

400 - Regular

700 - Bold

900 - Black

Arial Font Weight Conversion

 

Quote Styles

Pull Quote

A pull quote is a key phrase, quotation, or excerpt that has been pulled from an article and used as a graphic element to entice readers into the article or to highlight a key topic.

Use our secondary typeface, Tisa Pro, for pull quote copy or testimonials. Frame each pull quote with a Relativity Orange rule in a horizontal or vertical orientation, depending on what pull quote format is required. See examples for proper layout options.

Pull Quote Style
Testimonial Style with Logo


Testimonial Style | No Logo

 

Iconography & Graphics

Iconography

Icons are visual expressions of our products, features, applications, services, and tools. Simple, bold, and friendly, they communicate key points and themes. While each icon is visually distinct, all icons should be unified through concept and execution. They can be used to introduce color into a layout or visually break up text-heavy instances of copy.

Streamline 3.0 Icon Set

Relativity has standardized on the Streamline 3.0 icon set. All Streamline icons are designed on a 24px grid with three unique weights. Light icons have a 1px stroke and offer slightly more detail that can, if necessary, be used at a slightly larger scale. Regular icons are a minimal and geometric line style with a 1.5px stroke. Bold icons have a solid style with a 2px stroke.

Streamline Icon Set Streamline Icon Set Streamline Icon Set Streamline Icon Set

 

Note: For Relativity marketing purposes, the Streamline 3.0 Light icon set revisions are as follow:

  • 192px grid
  • 3px stroke
  • 184px max height/width
  • Centered

 

Streamline Icon Set | Orange

 

Streamline Icon Set | Dark Gray

 

Streamline Icon Set | White

 

Photography

Our photographs can be the most emotionally resonant component of our visual style. Their look and tone should exemplify our brand personality. Quality photography represents the forward-thinking nature and credibility of our company. They should communicate stability, warmth, expressiveness, friendly demeanor, optimism, and trust.

Use of a journalistic, editorial style of photography adheres to our brand voice. It’s important to create a sense of naturalness and to avoid clichéd poses or effects. Even in headshots, a sense of awareness, original thinking, and inquisitive character, rather than a staged look, is preferred.

 

Photography | Example 1
Photography | Example 2
Photography | Example 3 Photography | Example 5
Photography | Example 4 Photography | Example 6

 

Certifications

Individual

Badges

Certification name is always anchored by the top-right corner to the main logo. Be conscious of where longer names end on the left side. When possible, adjust tracking or size to purposely align with elements of the Relativity logo, without going past the left-hand edge of the boxes.

Note: RelativityOne-specific badges use the authorized shorthand version of the RelativityOne logo in a side-by-side format with the certification name.

 

Relativity Standard Certification Badge

 

Relativity Certified Administrator Badge
RelativityOne Certified Pro Badge
Relativity Certified User Badge

 

Relativity Certified Training Pro Badge
RelativityOne Expert Badge
Relativity Master Badge

 

Email Signatures

Spacing between the boxes mark and the certification name is equal to the width of the center square in our boxes logo. Height of certification name should match the height of our boxes mark when stacked in two lines. Use email signatures in confined dimensions where the full certification badge will be too small to be legible.

 

Relativity Email Signature

 

Partner

Badges

Certification name is always anchored by the top-right corner to the main logo. Be conscious of where longer names end on the left side. When possible, adjust tracking or size to purposely align with elements of the Relativity logo, without going past the left-hand edge of the boxes.

Note: RelativityOne-specific badges use the authorized shorthand version of the RelativityOne logo in a side-by-side format with the certification name.

 

Relativity Partner Badge

 

Relativity Hosting Partner Badge
Relativity Developer Partner Badge
Relativity Services Partner Badge

 

RelativityOne Solutions Partner Badge
RelativityOne Silver Partner Badge
RelativityOne Gold Partner Badge

 

Email Signatures

Spacing between the boxes mark and the certification name is equal to the width of the center square in our boxes logo. Height of certification name should match the height of our boxes mark when stacked in two lines. Use email signatures in confined dimensions where the full certification badge will be too small to be legible.

 

Relativity Partner Email Signature