Brand Standards and Visual Identity Guidelines

  1. Voice
  2. Color
  3. Typography
  4. Logo
  5. Conference
  6. Brand Names
  7. Contact

CSF Brand Voice

Below are the principals for brand voice for Content Strategy Forum.

Celebrate Our Diversity

Inclusiveness, diversity and individual expression are crucial to a healthy forum. Our voice is clear but humble, direct but respectful. We love the global web of cultural and technical viewpoints our audience presents, and seek to foster durable community bonds by speaking and listening respectfully.

Communications Guidelines

Educate without Ego

Our chief goal is to create a haven of learning for content strategy professionals, whether fresh to the field or experienced veterans. Our voice is opinionated but receptive, educational but not lecturing. We borrow the best from academia: a quiet space to teach, share, debate and learn amongst a swirl of cultural perspectives. We probably have patches on our elbows and at least one of us smokes a pipe.

Communications Guidelines

Exemplify Community Globalness

We are contributive and positive citizens of the global community, operating transparently to nurture the content strategy discipline. Our voice is confident but not reckless, sensitive but not pandering. We seek and celebrate the wisdom of our peers. Operating beyond borders is the foundation of our community.

Communications Guidelines

1 'Heteroclite', of course, is an example of what not to do.


c86 m41 y30 k4
r17 g123 b153
c18 m100 y69 k6
r193 g31 b70
c2 m29 y100 k0
r250 g186 b19
c51 m16 y100 k1
r141 g173 b62
c89 m100 y22 k10
r70 g43 b114
c0 m0 y0 k50
r130 g130 b130


'Share' is a display font used in page titles, first-level headings, and the CSF logo wordmark. Because of its dense, narrow character shape (and lack of bold or italics), it should not be used for any body copy or small point size.


The quick brown fox jumps over the lazy dog.

Victor jagt zwölf Boxkämpfer quer über den großen Sylter Deich.


'Neuton' is the primary CSF font for use in body copy and lower level headings. Appropriate for print and web use. Includes italics.

Open Sans

The quick brown fox jumps over the lazy dog.

Victor jagt zwölf Boxkämpfer quer über den großen Sylter Deich.


'Open Sans' is the complementary sans serif for captions, chart and diagram labels, or other situations that require maximum legibility at small point size.


The CSForum conference logo and identity is derivative and complementary to the master CSF logo. The same rules of correct and incorrect usage apply.

Primary Logo ('Tall')
Supplemental Logo ('Short')

Brand Names

Content Strategy Forum

The umbrella brand name. While this used to mean only the conference, it now represents the 'global community' (ergo the brand tagline), which is coordinated by the umbrella crew.


The abbreviated form of Content Strategy Forum. Largely interchangeable as long as 'Content Strategy Forum' is used at least once in the communication.


The label for the conference. It is widely recognized and understood to specifically mean the conference. For that reason, it will remain as a key label for annual conference organizers to use (e.g. 'CSForum 2016', '#csforum16', etc.). For clarity, it is generally helpful to add references to the conference or event when using CSForum.


CSF is no longer an active community, and its initiatives like CSForum have ceased permanently as well. This website remains online as a memorial to the community and its accomplishements over seven years, beginning with the first conference (Paris) in 2010.

Still have a question? Contact:

Kevin Potts, creator of CSF's brand, for anything about these identity guidelines and their associated materials.

Destry Wion, CSF's founder, for any other reason.