Hubspot Brand Assets Guide: How to Build Consistent Branding

Studying how Hubspot presents, protects, and scales its brand assets is one of the fastest ways to understand what makes a modern brand recognizable across every channel.

In this guide, you will learn how to define, document, and apply your brand elements so your marketing looks and feels as consistent as leading SaaS brands.

What Are Brand Assets? Lessons from Hubspot

Brand assets are the visual, verbal, and experiential elements that make your company identifiable at a glance. When you look at how Hubspot shows up online, you can quickly recognize a few core elements working together.

Strong brand assets help your audience:

• Spot your content in a crowded feed
• Remember your company name and offer
• Trust that what they see is really from you
• Feel a consistent personality and tone everywhere

Before you create a full system, it helps to understand the main categories of assets and how a platform like Hubspot organizes them.

Core Visual Brand Assets Inspired by Hubspot

Visual assets are usually the easiest to document and protect. Looking at how Hubspot handles visual identity gives a clear blueprint for your own system.

Logos and Lockups

Your logo is often the anchor of your identity. A mature brand, like the one you see at Hubspot, typically defines:

• Primary logo for most uses
• Horizontal and vertical lockups
• Icon-only version for small spaces and favicons
• Clear-space and minimum-size rules

To create similar clarity for your brand:

1. Choose one primary logo and one simplified mark.
2. Define where each version should appear (web, print, social, apps).
3. Document spacing, background, and sizing rules.
4. Show correct and incorrect logo usage with examples.

Color Palette

Like Hubspot, strong brands rely on a focused color system that is recognizable but flexible.

Document your palette with:

• 1–2 primary colors for key brand moments
• 3–5 secondary colors for variety and hierarchy
• Neutral colors for backgrounds and typography
• Exact HEX, RGB, and CMYK values

Include examples of how to use color combinations in buttons, backgrounds, charts, and social graphics.

Typography System

Hubspot uses a clean, modern type system to keep content readable at any size. Your type standards should cover:

• Primary font family for headings
• Secondary or system font for body copy
• Font weights and sizes for H1–H6, body, captions, and buttons
• Line spacing and letter spacing guidelines

Maintain consistency in web, product UI, and offline materials by specifying fallbacks when your primary font is unavailable.

Imagery and Illustration Style

Look at any content ecosystem similar to Hubspot and you will see a distinctive approach to imagery. To mirror that level of clarity, document:

• Preferred image subjects and framing
• Use of photography vs. illustration
• Icon style (line, filled, duotone, etc.)
• Do and don’t guidelines for stock photos

Include a small library of example images that match your style so designers and marketers can align quickly.

Verbal Brand Assets: Tone, Voice, and Messaging

While many teams copy visual patterns from brands like Hubspot, the most durable asset is often language. A clear voice makes your content recognizable even without visual cues.

Brand Voice Pillars

Define 3–5 pillars that describe how your brand should sound. For example, a SaaS company might choose:

• Helpful, not pushy
• Expert, not arrogant
• Friendly, not silly
• Direct, not harsh

For each pillar, provide:

• A short explanation of what it means
• Sample phrases that feel on-brand
• Off-brand phrases to avoid

Messaging Frameworks

Hubspot-style brands build repeatable messaging so every page and asset feels connected. Create a simple framework that covers:

1. Brand promise: The main outcome you deliver.
2. Key value props: 3–5 supporting benefits.
3. Proof points: Data, stories, or features that support each value prop.
4. Elevator pitch: A 1–2 sentence summary for quick intros.

Share examples of how the same framework appears on:

• Homepage hero sections
• Product landing pages
• Email introductions
• Ad headlines and descriptions

Creating a Brand Asset System Like Hubspot

Individual elements are only powerful when they are organized into a usable system. That is where a brand kit or full brand guidelines document comes in.

Step 1: Inventory Existing Assets

Begin by documenting what you already have:

• All logo versions and icons
• Common color codes used in your designs
• Fonts in use across web and presentations
• Frequent phrases or taglines in marketing copy

Gather everything into one workspace so you can identify overlaps, gaps, and inconsistencies.

Step 2: Standardize and Simplify

Next, reduce complexity. A focused system like that seen at Hubspot limits random variations.

• Retire outdated logos and color variations.
• Choose one main font stack and define backups.
• Clarify a single tagline or positioning line.
• Align design and copy teams on the new standards.

Step 3: Document Your Guidelines

Create a brand guide that includes:

• Overview of your brand story and mission
• Logo usage rules with visual examples
• Color and typography specifications
• Voice and tone guidance with sample copy
• Templates for decks, social, and blog posts

Make your guide easy to scan with headings, visuals, and short, direct instructions.

Step 4: Distribute and Train

A strong system, like the one you see reflected in Hubspot marketing, only works when everyone uses it.

• Share the guide in your company wiki or drive.
• Host short training sessions for key teams.
• Give new hires a quick-start brand kit.
• Assign an owner to review major assets for compliance.

Maintaining Brand Assets Over Time

Brands evolve, launch new products, and enter new markets. To stay as consistent as mature platforms such as Hubspot, you need lightweight governance, not rigid rules.

Set up simple practices:

• Quarterly check-ins to review design and copy examples
• A process to request new logo versions or templates
• Version control for your brand guide document
• A feedback channel where teams can ask questions

When you roll out big changes, explain the rationale and show side-by-side comparisons so teams understand how to apply the updates.

Practical Resources and Next Steps

To dive deeper into how a leading SaaS company structures its branding, review the original resource on brand assets from this Hubspot article about brand assets. Study how they combine visuals, product naming, and content to create a recognizable presence.

If you want expert help translating these principles into a practical system for your own company, you can also explore strategy and implementation services from Consultevo, which focuses on scalable digital growth.

By defining your visual and verbal identity, organizing it into a clear system, and training your team to use it, you can build a brand that feels as consistent, trustworthy, and memorable as the best examples in your industry.