Proof Logo

Proof Branding Guide

The official assets & framework for the using Proof brand

Proof's Mission

We're on a mission to make the internet delightfully human

Proof's tag line

Humanize your online experiences with Proof

Proof's description

Create delightfully human website experiences by personalizing each visitor. Your marketing team can tailor every experience across your site based on who the visitor is and where they are in the customer journey. Increase your conversions by 15% and create raving fans with Proof at

The Proof Logo

When to use an .PNG versus .SVG

Both .PNG and .SVG have transparent backgrounds. If you use the .SVG file (AKA: Scalable Vector Graphics) it can scale to any size without loss of quality. This is because it gets it's shape not from pixels but rather from relative proportions.

When should you NOT use an .SVG file? Mainly when photographs and non-vector images are used in the file because they can not scale the same way shapes can without loss of quality.

.SVG files are also about half the size as .PNG files when compared apple to apples. Below you will find white and blue versions of the Proof logo in both file types. The .PNG files are roughly 20 KB and the .SVG files are about 9 KB in size.

General rule of thumb: Use the .SVG for as often as possible because of size, edibility and scalability without loss in quality. Only use .PNG if the file contains a picture with pixels.

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

The Proof Style Guide

Proof's branding style is friendly, human, and simple. While we are a conversion company, we do not sacrifice our design and brand for a small lift in conversion. No messy marker lines and highlighter colors allowed 🙅We subscribe to the philosophy of branding with delight interactions rather than cheap, sales-y gimmicks. This is reflected across Proof's entire brand from design, copy, conversations, and content.

Proof uses the font Lato with a variety of sizes and weights for different use cases. White space is used abundantly, while our accent blue is used sparingly and with intention.


Accent Color:
Dark Color:
Medium Color:
Light Color:



Heading 1

Heading 2

Heading 3

Heading 4

Heading 5
Heading 6

This is the Proof paragraph body text

  • List Item 2
  • List Item 3
Fine Print


20px corners
64px margins
No borders
X: 10
Y: 10
40px blur
32px padding
It's hard work to keep things simple – but absolutely necessary. We believe design's primary function is not to "look pretty" but rather to create a clear path to value.

Anything that does not lead the viewer to value faster must be placed somewhere else or destroyed all together.

Thick padding and even thinker margins gives each piece of content it's own room to breath.

Round corners give a Proof's brand a friendly personality, almost like your cursor is being hugged by the button while clicking.

Tare down all the walls by using soft shadows rather than boarders. Creating depth through shadows gives Proof's content enough contrast to focus the eye, without housing everything in cubicles.
Margins: 60px
Padding: 30px
Corners: 5px
9% Opacity
4px down
9px blur