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(Brand guidelines) // Business software

Attio brand
guidelines

Attio’s logo, colors, fonts, voice, and dos and don’ts, from the Brand Skill Rainbrand built from attio.com.

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About Attio

Attio is an agentic CRM that brings customer signals into shared context and helps teams build pipeline, advance deals, and grow accounts. Its brand combines a flexible, modern software experience with an always-on, action-oriented view of revenue work.

Attio’s logo, the logomark beside the attio wordmark, is the default wherever the layout has room. The logomark alone is the shorthand for tight spaces such as avatars, app icons and logo grids. Never show the wordmark without the logomark or typeset the name in its place, and keep clear space around the mark.

Attio colors

  • Attio black

    Logo, headings and text

    HEX
    RGB

  • White

    Page background

    HEX
    RGB

  • Near-black

    Dark backgrounds

    HEX
    RGB

  • Slate gray

    Secondary text and strokes

    HEX
    RGB

  • Blue

    Product accent for selections and highlights

    HEX
    RGB

Attio fonts

  • Inter Display

    Display headings · 600

  • Inter

    Body · 500

Font names only. The Brand Skill download doesn’t include font files.

Attio’s voice

Write with clear conviction and a bias toward action. Describe what teams can do, then connect it to an outcome. Keep sentences compact, use concrete verbs, and make technical capability feel useful to people doing real work.

Attio’s own copy uses direct, energetic lines such as “The intelligent system that never sleeps.”

It also frames work in practical, human terms: “Agents dig. You close.” and “The move's ready. You make the call.”

For product claims, emphasize shared context, speed, flexibility, and human control. Show how signals become useful decisions or actions rather than relying on generic AI promises.

  • “The intelligent system that never sleeps”
  • “Agents dig. You close”
  • “The move's ready. You make the call”

Dos and don’ts

Do

  • Lead with the concrete customer or revenue outcome, then explain the capability that enables it.
  • Use crisp, active language that makes the team’s role clear alongside the agent’s.
  • Make product claims tangible with examples of context, decisions, and next steps.
  • Use the full logo as the default identity and the logomark when space is limited.
  • Write Attio as one word with a capital A, and capitalize product names such as Workflows and Ask Attio but not features like custom objects.

Don’t

  • Don’t make Attio sound like a generic CRM or an AI add-on; position it as an agentic CRM built around connected customer context.
  • Don’t promise autonomous action without showing the team’s approval or control where relevant.
  • Don’t warp, stretch, recolor, or redraw Attio’s logomark.
  • Don’t show the wordmark without the logomark, or typeset the name in its place.

Attio imagery

118 images from attio.com, in 2 files of the Brand Skill. Each file starts with its guidance, then shows the images it refers to.

Product imagery

109 images

Attio’s product imagery shows the CRM as a connected, information-rich workspace: records, activities, workflows, agents, and reporting working together. Preserve the recognizable product interface when creating product-led work.

  • A square icon with rounded corners features a black background and a central white graphic element.
  • A close-up portrait shows a man with short dark hair, a groomed beard, and a slight smile looking directly at the camera.
  • A capital letter "A" glows in a soft, pale yellow hue at the center of a vibrant amber-gold square background.
  • A close-up portrait of a man with short brown hair and a well-groomed beard, wearing a dark olive green shirt.
  • A close-up photograph of a woman with her hair pulled back into a ponytail, wearing thick-framed black glasses and bright red lipstick.
  • A vibrant green, stylized leaf icon centered on a dark navy background.
  • A close-up portrait shows a man with dark hair and a short, well-defined beard gazing thoughtfully towards the left.
  • A minimalist, stylized swirl graphic in white and soft light gray, resembling a hook or a nautilus shell curve.
  • A digital billboard mounted within a large metallic arch structure overlooks a busy city street with blurred pedestrians and traffic in the foreground.
  • A group of five focused young adults huddled together in a dimly lit, modern interior, intensely staring at a laptop screen on a low table.
  • A man and woman share a lighthearted moment while looking at a silver laptop decorated with various colorful stickers in a modern, sunlit cafe.
  • A medium candid shot captures a lighthearted moment between a woman and a man laughing during a meeting.
  • A digital UI graphic displays a 'Create deal' modal card floating over a stack of similar white cards.
  • A clean software interface card showcases CRM company details for Mailchimp, featuring the brand's iconic yellow monkey logo.
  • A vertical digital workflow diagram features three rounded rectangular cards connected by thin arrows on a light grey dotted grid.
  • A clean, white software interface for a productivity dashboard greets the user with the header 'Good morning, Alex'.
  • Four stacked, white rounded-corner notification banners list business-related alerts.
  • A minimalist white circular dial icon is centered within five concentric dashed rings that radiate outward like a signal.
  • A digital UI screenshot displays three white notification cards for data updates.
  • A minimalist graphic against a stark white background features the Attio brand logo in the top left corner.
  • A minimalist sun icon centered within a pale yellow rounded square frame.
  • A minimalist white logo set against a solid dark charcoal background.
  • A teal bar chart icon with three upward-sloping bars, ranging from a small dot to a tall rounded pillar, sits centered on a pale blue rounded square.
  • A minimalist graphic icon featuring a dark red signpost with two directional arrows pointing in opposite ways.
  • A vibrant purple magnifying glass icon tilted at a forty-five-degree angle is centered within a light lavender square.
  • A square icon with rounded corners features a dark green envelope symbol centered on a pale mint green background.
  • A bold blue briefcase icon with a rounded rectangular body and a small top handle is centered on a light blue square with soft, rounded corners.
  • A minimalist flat graphic icon of a dark green rocket ship angled upward towards the right.
  • A square icon with heavily rounded corners featuring a minimalist calendar graphic in royal blue.
  • A teal calendar icon is centered inside a pale blue rounded square frame.
  • A magenta microphone icon is centered within a rounded-square frame.
  • A brown, minimalist graduation cap icon is centered within a rounded-square frame with a thick border.
  • A square icon with rounded corners features a central dark green circle containing a white dollar sign symbol.
  • A square icon with rounded corners features a bright white checkmark centered within a solid blue inner square.
  • A minimalist flat graphic icon of a handshake, where the interlocking hands are shaped together into the silhouette of a heart.
  • A square icon with rounded corners and a soft lavender background features a centered, circular purple speech bubble.
  • A clean, white digital input field graphic with rounded corners features the typed prompt, "Build an agent that scores every lead and routes high fit to…
  • A minimalist, slate gray icon featuring two horizontal, rounded rectangles stacked vertically.
  • A dark slate-gray minimalist icon featuring four horizontal lines of varying lengths that represent a text block.
  • A minimalist, dark gray outline icon depicting a magnifying glass with a circular lens and a short handle angled down and to the left.
  • A minimalist, dark slate gray line icon representing a standard two-prong electrical plug.
  • A minimalist, dark gray slate icon of a stylized globe.
  • A clean graphic illustrating a two-step digital workflow through rounded white cards connected by a thin vertical line.
  • A vertical workflow diagram graphic consists of three rounded white cards connected by a thin line.
  • A digital UI graphic illustrating a workflow with two stacked, rounded white modules connected by a thin vertical line.
  • A clean, light-mode screenshot of the 'Deals' CRM dashboard within the Basepoint software platform.
  • This UI graphic depicts a data relationship configuration between three white floating cards.
  • A clean software interface graphic displays a filter builder on a white rounded card.
  • A UI graphic shows a 'Create attribute' dialog box with a blue-bordered dropdown menu for 'Attribute Type'.
  • A clean UI graphic illustrates a data model connecting three white rounded-corner cards with thin gray lines.
  • A digital UI graphic displays a vertical list of form fields within a rounded white card, including "Name," "Email Address," "Description," "Primary…
  • A clean UI screenshot of an activity timeline featuring meeting and integration updates.
  • A digital UI graphic illustrating a software automation workflow with a white and green color palette.
  • A digital UI diagram shows three white, rounded-corner cards connected by dashed lines with link icons.
  • A digital UI graphic displays a 'Sales Pipeline Funnel' using four vertical bar charts in varying shades of blue.
  • A close-up UI screenshot of a CRM contact profile for Anna Johnson, Founder and CEO at GreenLeaf.
  • A screenshot of the Basepoint CRM dashboard showing a Kanban-style 'Deals' pipeline with categories for Sourced, Screening, Due Diligence, and Committee.
  • A vertical mobile app screenshot displays a 'Hiring Pipeline' interface within a 'People' view.
  • A mobile interface screenshot shows a contact profile for Anna Johnson, Founder and CEO at GreenLeaf.
  • A clean UI screenshot of a mobile recruitment app displaying a list of 'Recent applicants' under a 'People' header.
  • A close-up software screenshot displays a 'View Settings' dropdown menu overlaying a list of companies like Vercel, Resend, and Modal.
  • A minimalist isometric line drawing depicts a simplified key inserted into a rounded cube, which is enclosed within a rectangular dashed border.
  • A minimalist vector graphic featuring two isometric white cubes outlined in dark blue, positioned diagonally to one another.
  • A minimalist, isometric line illustration of a padlocked cube rendered in a muted slate blue-gray.
  • A circular graphic features a black-and-white portrait of a smiling woman with her hair in a high bun of braids.
  • A blue-toned choropleth map of the United States features states shaded in varying gradients of blue, with darker tones concentrated on the West Coast.
  • An assortment of clean, modern data dashboard widgets featuring rounded corners and a bright blue-and-white palette.
  • A floating software dashboard titled 'Active Workspaces' features a dual-line graph showing upward growth for 'US' and 'EMEA' regions across four quarters.
  • A clean, modern SaaS dashboard interface for a "Startup Program" featuring a white and light grey color palette.
  • A clean UI graphic of a bar chart comparing data across January, February, and March with blue and light blue rounded columns.
  • A digital graphic depicts a vertical bar chart with blue and grey gradients overlaid by a white user interface modal.
  • A clean software interface graphic shows a "Contributing data table" containing a list of companies filtered by demographic.
  • A digital UI graphic displays a 'Workspaces created' line chart with a vibrant blue line tracking data from January to July.
  • A clean, digital graphic of a pie chart rendered in three shades of blue, with a legend to the left for categories labeled 'Pro', 'Plus', and 'Free'.
  • A clean, white data dashboard card titled Average users per workspace displays a line chart comparing US and EMEA metrics.
  • A digital financial metric card displays 'US $15,990.00' in a bold, dark typeface at its center.
  • A close-up UI screenshot features a 'Growth dashboard' card centered between two other partially visible data cards.
  • A clean digital interface element featuring a 'Lead channel distribution' bar graph with a light blue and royal blue palette.
  • A minimalist black graphic icon consisting of three horizontal bars with rounded ends stacked vertically.
  • A solid black, minimalist padlock icon with a rounded rectangular base and a thick, arched shackle.
  • A minimalist black and white circular icon featuring a stylized compass needle.
  • A clean software interface screenshot showcases an input field containing the text 'Build an agent that scores every lead and' followed by a blue cursor.
  • A close-up software interface graphic showing a model selection dropdown menu hovering over a text input field.
  • A vertical UI flow diagram featuring three rounded white cards connected by thin arrows.
  • This screenshot displays a software interface for 'Basepoint' showing an automated workflow under the 'Runs' tab.
  • A thick, black outline logo depicting a stylized geometric flower or knot composed of six interlocking, petal-like loops.
  • A single, hand-drawn terracotta starburst graphic with an irregular, organic shape.
  • A screenshot of the ChatGPT interface displaying a completed CRM automation task on a light background.
  • A software interface card for Mailchimp features the brand's yellow monkey logo at the top left next to a large 'Add to list' button.
  • A clean UI graphic displays a list of video call entries categorized by 'This week' and 'This month.' Each entry features a colored video camera icon…
  • A clean, minimalist graphic featuring two concentric white circles centered around a white solid disk containing a pale geometric logo.
  • A minimalist corporate logo featuring the word "Modal" in a dark charcoal, sans-serif typeface.
  • A dark charcoal gray logo featuring the word "Obvious" in a clean, sans-serif font with a rounded geometric aesthetic.
  • A minimalist dark charcoal logo features a hand-drawn, thick-lined spiral icon to the left of the word 'granola'.
  • A minimalist charcoal grey logo featuring a circular emblem on the left and the word "Railway" in a bold, sans-serif typeface on the right.
  • A clean, dark charcoal wordmark of the text "passionfroot" in a bold, lowercase serif typeface.
  • A minimalist charcoal grey logo featuring the word "Flow" in a bold, sans-serif typeface.
  • A dark charcoal gray logo featuring the word "Listen" in a clean, sans-serif font.
  • A minimalist black graphic logo featuring the text 'public.com' in a lowercase, geometric sans-serif typeface.
  • A clean UI graphic shows three rounded white cards connected by a thin gray branching line diagram.
  • A clean graphic illustration shows an envelope icon and a calendar icon in glowing white circles, connected by curved dashed lines to a simplified white…
  • A clean UI screenshot shows a white dashboard list of company teams and member counts.
  • A software interface screenshot displays a detailed contact profile for Sarah Johnson, a GTM Manager at GreenLeaf in San Francisco.
  • This screenshot displays the 'Companies' dashboard of the Basepoint CRM software, featuring a light mode interface with a left-hand navigation menu.
  • A clean mobile app screenshot showing a 'Strategic Accounts' database on a white interface.
  • A vertical mobile app screenshot displays a 'Hiring Pipeline' interface featuring a clean, white UI.
  • A vertical mobile application screenshot shows the CRM profile for 'Sarah Johnson,' a GTM Manager at Greenleaf.
  • A close-up software screenshot of a CRM sales pipeline interface showing a 'Deals' dashboard with kanban-style columns for 'Lead' and 'Contacted'.
  • A white software interface dialog box features the typed text question, "How do I win my deal with Greenleaf?" in a clean sans-serif font.

Brand imagery

9 images

Attio’s visual identity includes its own logo and campaign artwork. Treat campaign artwork as brand imagery, not logo artwork.

  • A clean, minimalist graphic featuring the headline "Customer Relationship Magic." in bold black and gray sans-serif text on a white background.
  • A line-art illustration of five isometric cubes arranged in a row sits atop a clean white background with subtle grey grid lines.
  • A dark, minimalist graphic for Attio features white brand text and the slogan "CUSTOMER RELATIONSHIP MAGIC." in the lower-left corner against a slate grey…
  • A minimalist graphic features the bold black text "Insights & updates" in the top left corner against a bright white background subtly textured with very…
  • A technical graphic of a semi-sphere with light gray dashed and solid lines resembles a globe or radar sweep on a faint grid background.
  • Two men in their late twenties or early thirties stand side-by-side in a brightly lit, modern office with their hands in their pockets.
  • A soft, minimalist horizontal banner featuring a subtle gradient from pure white at the top to a light, airy periwinkle blue at the bottom.
  • A wide, horizontal graphic banner featuring a subtle color transition.
  • A wide, dark banner features a cluster of 3D geometric wireframe shapes like circles, rectangles, and a cursor floating against a subtle grid.

More from the Brand Skill

Product language

Position Attio as an agentic CRM: a platform that gathers customer signals into shared context and uses that context to help teams act across revenue work. Explain the value in terms of pipeline, deals, accounts, and better-informed teams.

Describe connected context concretely—emails, meetings, product usage, billing, support, records, and connected tools. Emphasize that this context is current, useful to agents and people, and grounded in the customer record.

Show agents as collaborators that research, enrich, route, brief, and follow up; show people making the judgment calls and approving changes. For technical audiences, connect the product to the infrastructure beneath it: the data model, integrations, workflows, API, SDK, and MCP.

Use product names with Attio’s capitalization: Call Intelligence, Workflows, and Ask Attio. Keep feature names lowercase, such as custom objects, people object, and permissions. Write Attio as one word with an uppercase A.

Download Attio’s Brand Skill

A Brand Skill is a folder of brand guidance written for agents. Give it to Claude, ChatGPT, Cursor or another agent and ask it to follow Attio’s guidelines. It starts at SKILL.md, which points to the right file for each task.

It has the guidance, 145 images and the logos. The font files belong to Attio Ltd, so they’re left out.

Download the Brand SkillZIP, 5.1 MB

attio-brand-skill/

├ SKILL.md

├ README.md

├ references/

│ ├ dos-and-donts.md

│ ├ product-language.md

│ ├ voice.md

│ ├ product-imagery.md

│ ├ colors.md

│ ├ typography.md

│ ├ brand-imagery.md

│ └ logo.md

└ assets/

├ images/

└ logos/

Rainbrand’s Brand Agent built this Brand Skill from attio.com on 30 Oct 2026. It isn’t Attio’s official guide. Reviewed by Siddharth Borderwala, Founding Engineer at Rainbrand.

Attio and its logos are trademarks of Attio Ltd. Rainbrand isn’t affiliated with or endorsed by Attio Ltd.

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