Salesforce

The Salesforce brand has always been centered on the promise of customer success. That will never change, but with the rapid ascent of agentic technology, they needed to evolve the brand and reorient teams and customers around what customer success could mean in the era of agentic AI. Those customers embracing agentic were suddenly able to 10x – even 100x – their capabilities. That’s what we wanted to showcase: the powerful possibilities afforded by Agentforce. This system invites customers to experience the atmosphere of possibility. 

Salesforce has never been made in the same mold as other tech companies. The joy, the passion, the deep belief that technology exists to make people successful: that spirit has always set Salesforce apart. As the brand evolved for the agentic era, it needed to hold onto that energy while rising to meet the ambitions of the organizations transforming their businesses on the platform. Customers sit at the heart of every design decision, and the system is built with volume control to match the full range of customer stories that the brand needs to be able to tell, from a Fortune 500 leader unlocking the power of agentic enterprise, to a startup founder celebrating a 10x business win.

Everything in the graphic system traces back to one shape: the circle at the heart of the original Salesforce cloud mark. We took that foundational form and pushed it into new dimensions, creating a suite of core shapes, from 360º panoramas to hardworking framing devices. The system was stress-tested across the full range of marketing collateral, proving it could flex from functional to expressive without losing cohesion.

The refreshed color palette starts with one of Salesforce’s most powerful brand equities: Cloud Blue. Then, we made it brighter, heightening the sense of possibility and giving it electricity for digital-first expressions. From there, we extended outward into a range of secondary colors: Teal, Yellow, Pink, and Violet, to bring warmth and energy to every touchpoint. The result is a palette that feels like the sky at its best: optimistic, expansive, and distinctively Salesforce.

Good icons do more than label a product. They tell a story. We developed a new 3D iconography system that starts with the Salesforce product suite and expands outward, using those familiar forms as a jumping-off point for richer, more conceptual storytelling. Each icon is crafted to reflect the real challenges, ambitions, and wins of Salesforce’s customers, bringing together ideas in clever ways and baking in a touch of visual wit. The result is a library that works as hard as it plays.

Astro shines as one of the most beloved and identifiable elements of the Salesforce brand, the warm, familiar face that has guided customers and Trailblazers through the brand ecosystem for years. As the brand evolved, we saw an opportunity to give Astro an even more intentional role. Rather than appearing everywhere, Astro now shows up with purpose, bringing warmth and personality in the moments when trust matters most. Astro remains a cornerstone of the Salesforce identity, and the wider cast of beloved characters continues to thrive in their natural home within Trailhead and the community.

A new brand system is only as strong as the team’s ability to use it. Working in close partnership with Salesforce’s internal brand team, we developed the guidelines and assets that form the foundation of the new design system. The internal brand team then brought those to life in a purpose-built Brand Central developed in Webflow, giving the global Salesforce team a single destination for toolkit guidelines, best practices, and direct asset downloads. Everything a designer or marketer needs to show up consistently and confidently as Salesforce, in one place.

As we built the brand, we were very conscious that customers and prospects were completely inundated with AI noise, so it was important to be led by deep customer empathy in our decisions. To stand out in today’s hazy and fast-changing landscape and speak to enterprise audiences, we developed a unique brand voice, honing it to be Tight, Bright, and Bold for every touchpoint.

Great brand illustration doesn’t just decorate; it tells you something about who a company is and what it believes. Working with illustrator Laura Sirvent and Jelly, we developed a distinctive 3D character illustration style that bridges humanity and technology: real people rendered with the same warmth, expressiveness, and visual DNA of Astro. The result is a cast of characters that feels both deeply familiar and refreshingly new, grounded in the company’s through considered clothing, styling, and attitude that express what Salesforce believes.

Every Salesforce employee is part of the story. To bring that idea to life internally, the brand team built a custom Avatar tool that transforms any employee headshot into the world of Astro, placing real people inside the visual language of the Salesforce brand. The result is a system that translates individual identity into brand expression, giving every employee a way to show up instantly as the face of the Salesforce brand.

For too long, product UI has appeared in brand marketing as purely functional, something to explain the platform rather than express the brand. We set out to change that. By applying the full energy and depth of the Atmosphere design system to how UI and icons show up in marketing, we transformed interface visuals into a genuine brand asset. Depth, dimension, and the same warmth and delight that runs through every other element of the system now carry through every depiction of the product. The result is marketing UI that doesn’t just show what Salesforce does. It shows how Salesforce feels, reinforcing the brand story from the billboard all the way down to the button.