QUALTRICS BRAND
Our logo
FULL COLOR
ONE-COLOR
CLEAR SPACE
The margins surrounding our logo lockup should be equal to
at least 2 “XM HEIGHTS”. Avoid placing text or graphics within this space.
QUALTRICS BRAND
Our product logos
XM FOR
Employee
Experience
Software to engage teams, improve
manager effectiveness, and make informed
people and business decisions.
PRIMARY
SECONDARY
XM FOR
Customer
Experience
Software to deliver better experiences
in contact centers and across every digital
and physical touchpoint.
PRIMARY
SECONDARY
XM FOR
Strategy
& Research
Software to design products
people love, increase market share,
and accelerate growth.
PRIMARY
SECONDARY
QUALTRICS BRAND
Our colors
SOLID
XM Platform
x1
#04C9CE
C 79
M 2
Y 2
K 19
x2
#00B4EE
C 93
M 23
Y 0
K 7
x3
#038FEB
C 91
M 36
Y 0
K 8
x4
#0768DD
C 84
M 46
Y 0
K 13
x5
#5F1AE5
C 53
M 80
Y 0
K 10
x6
#A54AF4
C 31
M 67
Y 0
K 4
Employee Experience
E1
#03BFE1
C 87
M 13
Y 0
K 12
E2
#01A2F0
C 94
M 31
Y 0
K 6
E3
#0281DC
C 85
M 36
Y 0
K 14
E4
#0163D9
C 85
M 46
Y 0
K 15
E5
#0144D7
C 84
M 58
Y 0
K 16
E6
#0025D4
C 83
M 69
Y 0
K 17
Customer Experience
c1
#E672FF
C 10
M 55
Y 0
K 0
c2
#C562F8
C 20
M 59
Y 0
K 3
c3
#A452F2
C 31
M 63
Y 0
K 5
c4
#8242EB
C 41
M 66
Y 0
K 8
c5
#6132E5
C 52
M 70
Y 0
K 10
c6
#4022DE
C 62
M 74
Y 0
K 13
Strategy & Research
s1
#738FAE
C 23
M 12
Y 0
K 32
s2
#5C728C
C 19
M 10
Y 0
K 45
s3
#455669
C 14
M 7
Y 0
K 59
s4
#2E3947
C 10
M 5
Y 0
K 72
s5
#171D24
C 5
M 3
Y 0
K 86
s6
#000002
C 1
M 1
Y 0
K 99
GRADIENT
XM Platform
Employee Experience
Customer Experience
Strategy & Research
QUALTRICS BRAND
Our fonts
PRIMARY FONT
Benton Bold
Benton Sans Book & bold are the
primary fonts used in Qualtrics Brand.
Other weights should not be used.
Benton Sans Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%&/*()_
USAGE
Headlines, stats, infographics, emphasizing key words
CHARACTER STYLES
Case: Sentence case
Leading: 105% of font size
Tracking: -35
Benton Sans Book
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%&/*()_
USAGE
Body copy, quotes, stats, infographics
CHARACTER STYLES
Case: Sentence case
Body Copy Leading: 105% of font size
Quotation Leading: 125% of font size
Tracking: -10
Input Sans Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890!@#$%&/*()_
USAGE
Eyebrow copy, sub-headlines, quote attributions
CHARACTER STYLES
Case: All Caps
Leading: 120% of font size
Tracking: 0
QUALTRICS BRAND
Our voice
Enthusiastic,
not bombastic
Our passion is based on actual potential, not hyper-
bole. We avoid long-winded descriptions and go
straight to the benefits of what we’re putting into the world.
Original,
never ordinary
We inspire organizations to think differently about
how they’re run by centering on human truths and
communicating what we have to offer in fresh new ways.
Conversational,
not casual
We use words and phrases we’d use if talking
face-to-face, but we don’t use slang, abandon
professionalism, or ignore basic etiquette.
Proud,
not prideful
We know we’ve created something great,
but we also know that perfection is a process.
We always aim higher and we don’t punch down
at competitors.
Smart,
not slapstick
We don’t turn phrases or use humor often,
but when we do, our words are witty—not silly,
trivializing, or punny.
The instrument,
not the artist
We make it possible for our customers to achieve
breakthrough results. But they’re the hero of the
story — we never diminish their role.