DESIGN GUIDELINES
Human Behavior design guidelines
Official guidance for using Human Behavior trademarks, logos, and brand assets. For press or permission requests, contact founders@humanbehavior.co.
Download media kitIntroduction
The “Human Behavior” name, our wordmark, grid mark, and other trademarks are property of Human Behavior. These guidelines help partners, customers, developers, press, and anyone else using our brand understand how to display our marks correctly in their own materials.
When in doubt, use the assets from the media kit and ask before inventing a variation.
Inspiration
We took a lot of inspiration from Attio, Vercel, Hex, Notion, and Greptile. For the agents building step specifically, we looked at OpenAI — they have a very clean process, and we wanted that same clarity when someone is configuring an agent.
There's a lot to innovate on in a startup. Design is the one place we feel it's best to take cues from others — people already know how certain surfaces should feel, and fighting that for novelty's sake just slows everyone down.
Logo
Our logo is the most direct expression of the brand — an ANSI Shadow lockup of “HUMAN BEHAVIOR.” Proportions are fixed; it may scale freely but should never be stretched, condensed, or redrawn. Use light-on-dark, dark-on-light, or light-on-brand-blue depending on contrast.
Dos and don'ts: logo
Mark
The grid mark is our compact symbol — a structured field that nods to session layouts, product surfaces, and the idea that behavior becomes clear when you can see the whole picture. Use it alone only when the full wordmark won't fit (favicons, avatars, tight UI). Prefer the wordmark whenever space allows.
Dos and don'ts: mark
How to use our logos
Do
- Use the logo only when it directly relates to Human Behavior products or services.
- Follow these guidelines and use assets exactly as provided in the media kit.
- Acknowledge that the marks belong to Human Behavior.
- Keep sufficient clear space; don't crowd the logo with other elements.
Don't
- Don't use the logo without permission or outside these terms.
- Don't imply partnership, endorsement, or sponsorship you don't have.
- Don't feature our marks more prominently than your own.
- Don't put the logo on merchandise, or modify, redraw, or approximate it.
- Don't incorporate our marks into your trademark, product name, or domain.
Colors
Brand blue is the primary identity color. The smaller accents below are optional product themes — not core brand colors. Neutrals carry surfaces, borders, and body text. Click a swatch to copy its hex.
Typography
Product and marketing UI use Inter for interface copy — clear, geometric, and familiar. The brand wordmark itself is rendered in ANSI Shadow (monospace block form) and should not be approximated with another display face.
Brand partnerships
When pairing our wordmark with a partner logo, keep spacing balanced and hierarchy clear. Don't crowd the marks. Match heights where you can, use approved color formats, and never distort either logo. Co-branded materials should be reviewed by both parties before they ship.
Dos and don'ts: partnerships
Press & naming
When mentioning the company in press materials, identify Human Behavior as the product-analytics and session-replay platform building the context layer for agents — one install to collect behavior, AI to understand it, and agents that act on it.
Use the full name “Human Behavior” on first mention. Don't invent abbreviations for external materials without approval. Don't use our product or mark names in your app title, company name, or domain in a way that suggests you are us.
Usage terms
“Marks” means anything we use to identify our goods or services — names, logos, icons, and design elements. By using Human Behavior Marks, you agree that we own them and that goodwill from your use accrues to us.
- Only use Marks that follow these guidelines.
- Permission is non-exclusive and non-transferable — you can't sublicense it.
- Don't feature our Marks more prominently than your own company name or marks.
- We may update this guide; update your materials within a reasonable time.
- We may review usage and require changes, and may terminate permission at any time — stop promptly if we do.
Contact
For logo permission, guideline questions, or anything beyond the cases above, email founders@humanbehavior.co.
Download approved assets from the media kit.