Our brand
Build with HighLevel. This is your toolkit for maintaining the integrity of our identity. Whether you are a partner, agency, or team member, use these guides to create confidently and stay on-brand.
HighLevel history
*Please check with Marketing and Legal before using or sharing any of this information publicly.
HighLevel is the AI-powered all-in-one platform helping over 1 million businesses grow smarter and scale faster. Built for agencies, entrepreneurs and digital-first teams, the platform combines CRM, marketing automation, communications, payments and AI tools into a single unified system. HighLevel is redefining how businesses automate, communicate and accelerate results through purpose-built technology and a rapidly growing global community.
Founded in 2018, HighLevel remains committed to empowering users with smarter systems and simpler solutions that help turn ambitions into automated operations.
HighLevel was founded by Shaun Clark, Varun Vairavan and Robin Alex with a mission to transform digital marketing by giving agencies the tools to automate, scale and deliver stronger results for their clients.
Public launch with 1,000+ customers. Team grew to 26 members across 7 countries.
Supported 5,000+ customers during global uncertainty. Focused on tools to help agencies survive the pandemic.
Grew to 10,000+ customers. 1,500+ SaaSPRENEURS generated $32M in direct revenue.
Surpassed 20,000 customers. Helped generate more than $200M in customer revenue.
Exceeded 60,000 customers and $1B in revenue. Innovation driven by community guidance.
Major AI expansion. 2.3 billion leads and 505 million opportunities managed.
Powering 2.2 million businesses. Facilitating 6.9 billion leads and $4.2 billion in sales.
Logo
Use the HighLevel logo exactly as provided. Approved versions are HighLevel Space Blue and HighLevel White. Do not edit, recolor, crop, rotate, skew, add effects, outline, or place inside shapes. Keep clear space around the mark so no other elements compete with it. Ensure legibility at all sizes.
Color swatches
Primary colors
Space Blue
#07223D
Nurture Blue
#2896FB
Capture Yellow
#FFD000
Close Green
#17D94B
Background Blue
#095DC3
Supporting colors
Highly Teal
#20EDF1
Background Blue Tint
#E7F3FE
Background Yellow Tint
#FEF9E1
Background Green Tint
#E4FBEA
Typeface
Poppins is the brand typeface and is used across all touch points. Use four weights only: Regular, Medium, Semibold and Bold.
Hierarchy
Headlines use Bold
Subheads use Semibold
Body copy uses Regular or Medium
Buttons and navigation use Medium or Semibold
Usage rules
Use sentence case for most headings and labels
Avoid mixing more than two weights in a single view
Track and line for clarity, not decoration
Do not substitute other typefaces
Do not stretch, condense or apply outline effects
Poppins
Regular
Medium
SemiBold
Bold
Other elements
We have Zoom backgrounds and social covers approved for official use. Please use the links below to download each asset type.
Quick reference
Do's
Logo usage & placement
Do ensure the logo has clear space around it to keep it uninterrupted and legible.
Do place the logo at the top or bottom of communications, aligned left, right, or central to the grid margin.
Do use the full-color logo on HighLevel Dark Blue or Pure White backgrounds for maximum clarity.
Do use the arrow icon (Capture Yellow, Nurture Blue, Close Green) when space is limited, provided there is pre-existing brand recognition.
Color palette
Do follow the 60-30-10 rule for color balance: 60% Core Colors (Space Blue, Background Blue), 30% Accent Colors (Capture Yellow, Nurture Blue, Close Green), and 10% Supporting Colors.
Do use HighLevel Space Blue
#07223Dor Pure White#FFFFFFas primary background colors.Do use Capture Yellow
#FFD000for call-to-action (CTA) buttons to make them stand out.Do ensure high contrast for text (e.g., Pure White text on dark backgrounds, or Dark Blue text on light backgrounds).
Typography & formatting
Do use Poppins as the primary brand typeface (weights: Regular, Medium, SemiBold, Bold).
Do use sentence case for all headings, email subject lines, and buttons (e.g., "How to automate appointment reminders").
Do keep paragraphs short (3–4 lines max) and use generous white space to make content skimmable.
Do use bullet points for unordered lists and numbered lists for steps to provide clarity at a glance.
Voice & tone
Do write in a voice that is Confident, Helpful, and Human. Sound like a knowledgeable friend, not a corporate robot.
Do use "You" (second person) for user guides and onboarding to speak directly to the user.
Do use "We" (first person) when HighLevel is sharing insights or telling a story.
Don'ts
Logo misuse
Don't alter, rotate, skew, or distort the logo in any way.
Don't add drop shadows or other effects to the logo.
Don't change the colors of the logo or use it on unapproved background colors that reduce legibility.
Don't change the size or position of the arrows within the logo lockup.
Don't recreate the wordmark with a different typeface.
Color mistakes
Don't use unapproved color combinations that fail accessibility/contrast standards (e.g., core colors on top of type colors).
Don't use gradients for typography; gradients are for backgrounds and specific brand devices only.
Don't create your own gradients using unapproved colors.
Mascot (Highly) restrictions
Don't change Highly's colors, crop him, or modify his proportions.
Don't add props to Highly or alter his poses manually; use the official library.
Writing & style
Don't use the Oxford comma in lists (e.g., write "marketers, agencies and SaaS founders").
Don't use clickbait headlines (e.g., "This one trick will change everything").
Don't use jargon unless speaking to a strictly technical audience. Simplify complex ideas without "dumbing them down."
Don't use generic CTAs like "Click here." Instead, use benefit-driven phrases like "Start generating more leads."
