JFrog Brand Guidelines

This guide defines the visual language, design style, and principles that shape a clear and consistent JFrog brand experience, no matter the team or area of expertise.

At its core, JFrog is about enabling Liquid Software, which flows seamlessly from code to production with speed and security. This guide lays out the essential design standards that bring our brand to life, from our color system and typography to our art direction and logo usage.

Whether you’re designing for digital platforms or printed materials, these guidelines ensure every touchpoint reflects the innovation and reliability at the heart of JFrog.

Strategy

JFrog’s core brand strategy aims to reflect our values as a company (as seen in the CODEX), values realized with our products (our Platform), and our personality (our people). Standardizations, guidelines and samples all aim to hone how we appear in the world to our shareholders, our customers, our partners and our employees. We must be consistent, predictable, familiar and value-driven to succeed in this area.

Content

When referring to a JFrog product or solution, default to always using the full, branded name (example: “JFrog Artifactory”). When referring to JFrog as a company, or as part of a branded product, always use a capital “F.”

Personality

When you hear or read JFrog’s voice, you should recognize it. Words carry meaning, and consistent words carry confidence.

JFrog’s brand personality is confident and professional, yet community-relatable. The tone is expert and authoritative, but not arrogant. It’s direct and concise, speaking to a diverse set of audiences from users to executives. It is able to converse on enterprise needs, as well as get in the technical weeds.

Our language is always tailored to appeal to value-based outcomes, while being technically accurate. If our speech isn’t based in reality, uneducated or naive, or is missing tangible outcomes of value, we don’t say it. There’s also a subtle, playful element, like the use of the frog mascot, which makes the brand both approachable, ego-less and memorable.

As such, the brand’s voice communicates a deep understanding of enterprise software development concerns and security imperatives, while retaining a human element. We always stand behind our commitment to provide a single, unified solution for some of the most complex challenges.

Tone & Voice

« Liquid Software » is our vision of a world where software updates flow continuously and invisibly from the developer’s desk (or AI/agents) to the end-user’s device. Much like water in a pipe, software updates should be in a state of constant motion: always updating, always secure, and always available. This eliminates the « friction » of manual releases, downtime, and outdated versions for everything from simple containers to AI agents. Words that help express this: fluid, flow, continuous, always-on, etc.

Logos

The JFrog logo is a key part of the brand’s identity, symbolizing the continuous flow and management of software. The primary lockup features a stylized liquid splash icon paired with the « JFrog » logotype. The liquid splash icon itself is a representation of the brand’s focus on « Liquid Software, » where updates flow continuously from development to the edge.

The visual design, characterized by clean lines and a friendly, minimalist approach, conveys the agility and adaptability of the platform. The primary brand color is a vibrant green, which is central to the visual identity and reinforces the brand’s association with growth and a seamless flow of software.

Co-Branding

Co-branding is essential for campaigns, events, communications, and initiatives led by either JFrog or a partner. Adhering to these guidelines ensures a cohesive and professional presentation of both brands.

Order of Brands: The leading partner brand should always be positioned on the left, with the secondary brand placed on the right.

Visual Separation: The two logos must be separated by a vertical line. Maintain consistent and adequate spacing around this line to prevent crowding.

Visual Size: Both logos must appear to be the same visual size to establish equal partnership weight.

Color Use: Both logos should appear in full color and be placed on a plain white background whenever possible to maximize clarity and contrast.

Color

JFrog’s primary color is a distinct shade of green. This green is often associated with growth, balance, and security, which aligns with JFrog’s mission of providing a reliable and secure software supply chain.

The palette is often complemented by dark tones, like charcoal or black, which provide a strong contrast and anchor the design, as well as whites and grays that are used for backgrounds and text to ensure legibility across the platform and marketing materials. This combination of a vibrant, distinctive green with a professional, dark palette establishes a brand identity that is both energetic and trustworthy.

Our Color Philosophy

JFrog’s color system is built to support clarity, hierarchy, and meaning in complex technical environments.

Every color has a defined role. No color exists purely for decoration.

The goal is not visual loudness, but controlled emphasis.

JFrog Green: Purposeful, Not Pervasive

JFrog Green is the official color of our logo and the most recognizable expression of our brand. It represents:

• Positive outcomes and successful resolution
• Smart solutions and technical confidence
• Momentum and flow, aligned with our “Liquid Software” philosophy
• However, JFrog Green is not intended to be the dominant color across all visual assets. Green should feel earned, not automatic.

Green should signal meaning — not fill space.

Overuse reduces its impact and weakens its role as a signifier of success and clarity.

Typography

JFrog’s typography ensures our brand communication is clear, professional, and accessible. Our typeface choices are designed to reinforce our commitment to technical precision and a user-friendly experience, balancing clarity with a modern aesthetic.

Our primary typeface is Open Sans bold. We chose it for its clean, geometric forms and its exceptional legibility across all digital and print platforms. This sans-serif font is ideal for headlines, calls to action, and any element requiring strong visual impact. Its bold weight conveys confidence and authority, aligning with our position as a leader in the DevOps industry.

Our secondary typeface is Inter. As a complementary font, Inter provides excellent legibility for body text, reports, and detailed documentation. Its design is optimized for on-screen reading, making it the perfect choice for our user interfaces, product documentation, and blog content. The clean and neutral nature of this typeface supports the professional and informative tone of our brand voice.