Brand Guidelines | Ory

Brand Guidelines

Learn how to represent Ory with consistency. Explore our official brand guidelines and download the complete toolkit, including logos, typography, colors, and more.

Introduction

Our brand represents not only the “Ory” name and logo, but also the family of products that make up the Ory ecosystem (Ory Kratos, Ory Hydra, Ory Keto, Ory Oathkeeper, Ory Polis, and Ory Talos).

These guidelines are here to help customers, partners, resellers, developers, and other third parties understand how to properly use and display Ory and its trademarks.

By following these principles, you’ll ensure consistency and clarity across all materials, while honoring the creative vision and integrity of the Ory brand.

The Logo

Wordmark

The Wordmark is the most direct expression of the Ory identity. Its design is grounded in simplicity and visual harmony, with the “O” formed as a perfect circle to convey openness and continuity.

While the Wordmark can scale across different sizes, its proportions remain fixed to ensure consistency across products, services, and applications. Approved variations may be used depending on context, location, or medium, but the integrity of its form is always preserved.

Ory’s Logo Wordmark requires its prescribed minimum clear space at all times.

Wordmark: Do and Don’t

Don't use the Wordmark together with the Iconmark.

Do use the Wordmark in unaltered approved versions and with the prescribed minimum clear space.

Iconmark

The Iconmark distills the essence of the Ory brand into a standalone symbol. At its core is the perfect-circle “O,” representing openness and continuity, framed by two chevrons that provide structure, protection and direction.

Much like with the Wordmark, this interplay of circular and angular forms embodies Ory’s guiding philosophy: community and inclusivity balanced with rigor and technical excellence. The result is a simple, scalable, and instantly recognizable mark that serves as a strong emblem for the brand across contexts where the full wordmark is not required such as Favicons or App Icons.

Ory’s Logo Iconmark requires its prescribed minimum clear space at all times.

Iconmark: Do and Don’t

Don't use the Iconmark together with the Wordmark.

Do use the Iconmark in unaltered approved versions and with the prescribed minimum clear space.

Ory product lockup

When it comes to the Ory product suite, we lock each product name and its associated color together with the Wordmark.

Ory’s product lockup construction

Ory Product Lockups

Ory Product Lockups on color

Partner lockup horizontal

The Wordmark may be paired with partner or collaborator logos. Partner logos might need to be scaled so they appear visually equal in size. The spacing between the Ory wordmark logo and partner logo should be 1.5× the cap width of the Ory wordmark (X). Insert a division line between the Ory and partner logos.

Always keep the logos optically centered.

Ory partner lockup horizontal construction

Partner lockup vertical

Where horizontal space is scarce, the lockup can also be done vertically. The very same rules from the horizontal lockup between the Ory and partner logos apply.

Ory partner lockup vertical construction

Typography

Our Typefaces

We use the Inter typeface family for all our communications. JetBrains Mono is used in code snippets and technical or documentation highlights. The combination of these two typefaces allows our brand voice to stay technical and informative.

Download Inter Typeface Family

Download JetBrains Mono Typeface Family

Typography Scale

When it comes to scale we use the tailwind nomenclature for font-sizes, going from sm at 14px to 8xl at 96px.

Display

font-weight: 400; font-size: 96px; line-height:100%;

Heading-1

font-weight: 400; font-size: 72px; line-height:100%;

Heading-2

font-weight: 400; font-size: 60px; line-height:100%;

Heading-3

font-weight: 400; font-size: 48px; line-height:100%;

Heading-4

font-weight: 400; font-size: 30px; line-height:100%;

Body-1

font-weight: 400; font-size: 20px; line-height:150%;

Body-2

font-weight: 400; font-size: 16px; line-height:150%;

Body-3

font-weight: 400; font-size: 14px; line-height:150%;

Color

Primary Color

Ory indigo is the foundation of our color palette and one of the most recognizable elements of our brand. It is a bold and vibrant color that reflects the energetic and digital-first nature of our brand.

It is important that we use Ory indigo consistently and deliberately in our communications.

Ory Indigo

#4F46E5

Secondary Color

Ory Cyan replaces Ory Indigo as the primary color in specific digital contexts, such as dark themes or backgrounds, where higher contrast between background and foreground is required.

The Ory Cyan can also be used in combination with Ory Indigo or as a secondary supporting color.

Ory Cyan

#67E8F9

Color Palette

Our colour palette consists of these eight colours. We always lead with our more neutral palette of greys and white, using our Ory Indigo sparingly and as a highlight.

Always use the correct color mode and ink formulation for the appropriate application type to ensure color consistency across all media.

Ory Indigo and Ory Cyan are not well representable in print. For print use cases, rely on grayscale or brand-approved spot colors that are optimized for CMYK printing. When color is absolutely necessary, consult with the Ory marketing team to ensure print-safe alternatives are used. Always prioritize legibility and brand consistency across mediums.

Ory Indigo

#4F46E5

Ory Cyan

#67E8F9

Ory Black

#0F172ACMYK(64, 45, 0, 84)

Ory Dark

#334155CMYK(40, 24, 0, 67)

Ory Gray

#64748BCMYK(28, 17, 0, 45)

Ory Light

#EEF2FFCMYK(7, 5, 0, 0)

Ory Off-White

#F8FAFCCMYK(2, 1, 0, 1)

Ory White

#FFFFFFCMYK(0, 0, 0, 0)

Product Color Palette

The Ory product color palette is designed to create clear differentiation between products while maintaining visual harmony across the ecosystem. Each product is assigned a distinct accent color that complements the Ory Indigo, ensuring consistency and recognition.

These colors should be used primarily for product identifiers such as logos, icons, and highlights, while adhering to accessibility standards to guarantee legibility. Consistent application of the product color palette strengthens the Ory brand family and helps users quickly identify each product in the ecosystem.

Ory Oathkeeper

#EC4899

Ory Oathkeeper 50

#FDF2F8

Ory Hydra

#F43F5E

Ory Hydra 50

#FFF1F2

Ory Kratos

#F97316

Ory Kratos 50

#FFF7ED

Ory Polis

#FACC15

Ory Polis 50

#FEFCE8

Ory Keto

#22C55E

Ory Keto 50

#F0FDF4

Ory Talos

#3B82F6

Ory Talos 50

#EFF6FF

Color pairings

There are six core color and typography pairings. Use these to ensure readability, accessibility, and consistency across all applications.

Ory White on Ory Black

Ory Cyan on Ory Black

Ory White on Ory Indigo

Ory Cyan on Ory Indigo

Ory Black on Ory White

Ory Indigo on Ory White

Incorrect color pairings

When working with color alone or in combination with typography, legibility and accessibility are the primary considerations. When in doubt, refer to the color pairing guidelines. Below are examples of executions to avoid:

Don't use Ory Black on Ory Indigo

Don't use Ory Indigo on Ory Black

Don't use Ory Cyan as a background

Icons

Icon Library

We use the Tabler icon library. Icons are implemented as SVGs with a base size of 24px and an outline width of 1px.

View all Tabler Icons

Usage Terms

The term “Marks” refers to any identifiers of Ory’s goods or services, including our names, logos, icons, product identifiers, and design elements. By using Ory’s Marks, you acknowledge that they are owned exclusively by Ory Corp and that any goodwill generated through your use of them benefits Ory Corp.

Permission to use Ory’s Marks is granted under the following conditions:

Contact

For legal inquiries about our brand or permission requests for the use of our logos, questions about these guidelines, or communications that go beyond the cases outlined above, please contact marketing@ory.com