Design language

Like any language, a design language is a methodical way of communicating with your audience through your approach to product design. It’s the cornerstone of consistent customer experiences.


Brand drives every single decision you make when building new products or features. A good brand is much more than a name and a logo. It’s the values that define your unique identity and what makes you stand out from others.

Vision Why you exist, what your values are and how they’ll help guide the future of your product.

Design principles The considerations that guide the basis of your practice. They outline how you approach design from a philosophical perspective and help with everyday decisions.

Tone of voice A clear tone of voice defines how you speak to your audience at every moment in their journey, helping them get wherever they want to go.

Terminology Create the standard terms and phrases that need to be kept the same throughout the user experience, speeding up the design process and unifying your voice.

Writing guidelines Every consistent experience needs watertight writing. Laying down the foundations for your house style early keeps everything in line with consistent grammar, style choices and action-oriented language to help your design.


Most customers form an opinion about a product in seconds. In most cases, your logo will be the first brand asset someone sees. It’s all about making the right first impression. A distinctive logo helps users recognise a product immediately and gives them the essence of your branding.

Monochrome version A monochrome version of your logo that looks good on top of photography or when it’s printed with a poor quality printer.

Small use guidance Your logo must perform well and be recognisable at all sizes. Tips for using your logo in these cases will minimise the risk of it being misused.

Placement and clearance guidance Your logo must come with clear guidance on how to place it and how to preserve its space since it lives along with other content.

Usage guidance These are the logo crimes, providing contextual examples of what to (not) do with your logo.

Different file formats Providing a variety of formats for the vector version of your logo will make it easier for others to work and prevent anyone from redrawing it.


Providing guidance on how to approach common UX patterns will allow your organisation to establish a consistent approach and a consistent user experience on any platform.

Accessibility Guidelines for how you approach accessibility and how you leverage colour, hierarchy and assistive technologies to help your users.

User onboarding How you onboard your users to your product or a new feature and give them a great experience from the start.

Notifications and permissions Guardrails for how to write for the components that make up your designs, from style and technical rules to channeling your tone of voice correctly through copy.

Microcopy guidelines The standard way to write for the components in your design system. These take platform conventions and best practices for writing all into consideration.