Visual identity
Overview
The ClickHouse brand reflects both our company culture as well as our unapologetic uniqueness.
The design language is vibrant, and it displays an energy that you don’t see elsewhere in the tech industry. It’s not afraid to be different, or limited by what has come before it.
Everything starts with the yellow. This colour was chosen as it highlights the vibrancy and energy that is so core to our identity. While yellow represents power and prosperity in the eastern world, in the west, it can evoke emotions of energy, activity, and freshness. These are all positive responses that play well with our image.
The yellow is most prominent in our marketing and offline materials, where it should be used as the dominant colour. In our product, it should be used primarily as an accent to add personality and to re-enforce the brand. We use black as our secondary colour as the contrast creates a striking aesthetic.
The typography is bold and attention grabbing. Large text used in short, aspirational or clever phases help us stay memorable in people’s minds.
The iconography is simple and unopinionated, outlined in style. While the imagery is still under development.
Marketing examples
Conference booths - Our booths are bright yellow in colour to stand out from the sea of blue and purple that typifies tech conferences. The yellow makes it easy for us to be found in crowded spaces, and the bold, black lettering ensures our statements are legible from across the conference floor. The angled, black highlight draws attention and gives a sense of non-conformity
Clothing - Our employees who work at the booth generally wear yellow T-shirts to reinforce the brand, making it easy to find us, and to help advertise our presence at the show when away from the booth, i.e., in the food hall. Black T-shirts with an inverted colour scheme are available upon request
Social media materials - Our primary social outreach occurs on LinkedIn, YouTube, X, and Meetup. The graphics tend to feature yellow backgrounds with black titles and illustrations, as we have found this combination to be eye-catching in people’s feeds.
Website - The website is predominantly black at this time. While it’s been popular, we’re now preparing to move towards more yellow to match the direction that our visual identity is heading.
Product examples
Just as our branding sets us apart from the majority of our industry, we want our user experience to do the same. Our aim is to become renowned in our industry for our superior interface, and even to become the difference maker in bake-offs.
- Brand - The core product theme reverses the brand colours to create a modern and sophisticated experience for its users, while still being distinctly “ClickHouse”. The dashes of bright yellow show off a personality and character that are not whimsical, yet mark it as a member of the ClickHouse family%
- Performance - Our users need a robust and reliable platform to manage their infrastructure. They need something that is not only aesthetically pleasing but also highly functional. The ClickHouse Cloud experience must feel fast and contain minimal UI bugs to help build user satisfaction and trust%
- Look and feel - As the app often displays a dense amount of data onscreen, it’s important that visually the interface feels clean and light, surfacing only the most important information when contextually necessary. Behavioural consistency and predictability are key to helping users feel comfortable and empowered. If a user knows what’s going to happen next when they perform an operation, their trust and appreciation for the product will likely be high.