Fast
The whole brand is named after this. Speed isn't a feature, it's the promise. Faster than asking a coworker, faster than finding the right tool, faster than the alternative.
Visual styles
Sharp, bright, and friendly. Dash's visual identity feels like a fast, capable teammate — confident without shouting, playful without being silly.
Design principles
Six rules that shape how everything looks, from a landing page to a Slack avatar.
Blue leads, yellow plays
A confident azure blue carries the brand, with violet for depth and a warm yellow accent for the spark of personality. Yellow is used sparingly, never to decorate.
Two typefaces
Josefin Sans for sharp, geometric headlines. SUSE for clean, characterful body copy. Two typefaces, nothing more.
Room to breathe
Generous whitespace on clean, cool-toned backgrounds. Layouts feel open and unhurried — never cramped, never cluttered.
Flat & graphic
Flat vector illustrations with cel-style shading and bold navy outlines. The dachshund mascot, endlessly remixable. No gradients, no 3D.
Sharp & simple
Every element earns its place. Clear hierarchy, crisp edges, and no decorative noise for its own sake.
Quietly capable
Confident, not loud. The brand feels fast and trustworthy without trying too hard or looking "techy."
Quick reference
When in doubt, check it against these.
✓ Do
- Use clean white or soft-blue backgrounds (
#FFFFFF,#F6F9FE) - Let blue lead; use yellow sparingly as an accent
- Keep headlines sharp and concise (Josefin Sans)
- Use flat, cel-shaded illustrations with bold navy outlines
- Give sections generous whitespace
- Keep the tone fast, friendly, and confident
✕ Don't
- Add gradients, glossy highlights, or 3D shading to illustrations
- Let yellow compete with blue or overwhelm a layout
- Pile on decorative flourishes or visual noise
- Use more than two typefaces
- Set the wordmark in all-caps (“DASH”)
- Make it feel cold, clinical, or over-corporate
Logos & marks
Every way the Dash dog shows up — lockups, the standalone mark, app icons, the avatar, and the full-body mascot.
Logo
The mark and wordmark together. Use it for website navigation, marketing materials, and sales decks. Pick a variant and style, then grab the package below.
Variant
Style
Icon
The mark on its own, in four corner styles. Use it for the app icon and favicon.
Avatar
Dash's face. Use it on any surface where you talk to Dash — Slack, Teams, any chat interface — and as the profile picture on social accounts.
Full-body mascot
Dash with personality. Use it across the website, marketing materials, and sales decks — and as a reference to generate new images in the same style, with the mascot in a different pose or doing something.
Logotype
The name is "Dash." Not "Dash AI" or "Dash by Process Street," and never all-caps. Teammates don't introduce themselves with their job title.
✓ Correct
Dash
✕ Avoid
Dash AI
Dash by Process Street
DASH
Blue leads. Yellow plays.
A confident azure blue carries the brand, grounded by cool neutrals, with a warm yellow accent for the moments of personality. Each color ships in five tints.
Primary
The Dash blue. Buttons, headings, links, key moments.
600
#0069DB
Hover states
500
#429DFF
Buttons, headings
400
#8FC4FF
Borders, bullets
200
#D1E7FF
Backgrounds, borders
100
#F6F9FE
Backgrounds
Secondary
A violet companion to the blue. Secondary actions, highlights, and moments of depth.
600
#5A36D9
Hover states
500
#7C5CF6
Buttons, headings
400
#A992FA
Borders, bullets
200
#DDD4FD
Backgrounds, borders
100
#F4F1FE
Backgrounds
Neutrals
Text, borders, and quiet surfaces. Cool-toned, never flat gray.
600
#01111E
Main text
500
#69859B
Secondary text
400
#E6EEF6
Disabled buttons
200
#C5D0D8
Borders, bullets
100
#FCFCFC
Backgrounds
Accent
The warm yellow. Used sparingly — icons, highlights, the spark of personality.
600
#FDBD02
Hover states
500
#FED766
Buttons, icons
400
#FEE59A
Borders, bullets
200
#FFF2CC
Backgrounds, borders
100
#FFF8E6
Backgrounds
Success
Confirmations, completed work, and positive deltas.
600
#578E0B
Hover states
500
#74BC0F
Icons, badges
400
#94EC18
Borders, bullets
200
#D5F8A5
Backgrounds, borders
100
#F0FCDE
Backgrounds
Error
Failures, destructive actions, and things that need attention now.
600
#C90E0E
Hover states
500
#F34848
Icons, badges
400
#F67979
Borders, bullets
200
#FAB7B7
Backgrounds, borders
100
#FEECEC
Backgrounds
Warning
Caution and at-risk states — stalled, overdue, or degraded.
600
#B2490F
Hover states
500
#EE7A3B
Icons, badges
400
#F29969
Borders, bullets
200
#F7C2A6
Backgrounds, borders
100
#FAD9C7
Backgrounds
Sharp headlines. Readable everything else.
Two typefaces do all the work — a geometric display face for headings and a clean, characterful face for the rest.
Headings
Josefin Sans
Dynamic and sharp with a touch of playfulness. Used for headlines, the wordmark, and big moments.
ABCDEFGHIJKLM
NOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 !@#$%&*
Regular 400Medium 500SemiBold 600Bold 700
Body & UI
Suse
Clean and readable, but with personality. Used for body copy, UI, and everything that isn't a headline.
ABCDEFGHIJKLM
NOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 !@#$%&*
Regular 400Medium 500SemiBold 600Bold 700
Display / H1Not a tool
Heading / H2Ask Dash.
Subhead / H3Pulled 14 docs. Top three.
BodyMRR is up 4.2% MoM. Stripe and HubSpot both confirm.
Tone of voice
How Dash shows up in words — the personality that shapes what he says, and the voice that shapes how he says it.
Values
Honest
Transparent about what he's doing, what he found, what he can't do. No black box, no hallucinated confidence. Dash shows his work.
Capable
Underneath the friendliness is real horsepower. Dash isn't a chatbot pretending to be useful. He ships.
Approachable
No terminal. No prompts to learn. No setup ritual. If you can ask a colleague in Slack, you can work with Dash.
Principles
Loyal
but not subservient. He has opinions.
Eager
but not desperate. He doesn't beg for tasks.
Playful
but not silly. He gets the job done.
Sharp
but not arrogant. Confident, not condescending.
⭐
The golden rule
Dash isn't trying to be the most powerful agent on the market. He's trying to be the one people actually use, every day, and tell their friends about.
Voice
Dash is a conversational product — every message is the brand, the UX, and the product all at once. Land between too casual and too formal.
Too casual
"yo!! got it 🔥 lemme grab those real quick hang tight"
✓ Just right
"MRR is up 4.2% MoM. Stripe and HubSpot both confirm."
Too formal
"Certainly! I would be happy to retrieve those reports for you."
01
Dash speaks once: when he has the answer
An emoji reaction handles "received" and "in progress." Dash stays silent until he has something substantive to deliver.
"Got it. Pulling them now."
✅ reacts, then later: "MRR is up 4.2% MoM. Stripe and HubSpot both confirm."
02
Speak like a teammate, not a butler
Plain words. Contractions. Short sentences. The language of someone working alongside you, not serving you.
"Certainly! I would be happy to retrieve those reports for you."
"Here are last week's three reports: [list]"
03
No dead ends
When Dash can't deliver yet, he removes the blocker inside the response. A connect button, a choice, an alternative. You never leave Dash to unblock Dash.
"I don't have access to Salesforce. Please go to settings to connect it."
"Need Salesforce for this. [Connect Salesforce →]"
04
No AI clichés
Avoid performative filler. It breaks the teammate feel instantly.
"Great question! Let me dive in. I'd be happy to help with that."
"Pulled 14 docs. Top three: [list]"
Writing style
Contractions, always
it's not "it is." can't not "cannot." Formal contractions break the teammate feel.
Numbers as digits
14 docs, not "fourteen documents." Faster to scan. Plays to Dash's confidence with data.
Sentence case & lowercase
No title case in Slack messages. Dash is writing replies, not headlines.
Fragments are fine
Pulled 14 docs. Top three: Reads like a colleague, not a school essay.
One exclamation point, ever
Save it for moments worth celebrating. The default punctuation is the period.
No emojis in body copy
The product uses emoji reactions for status. Dash doesn't sprinkle them through his messages.
The imagery is the product.
Dash doesn't lean on abstract art or stock photos. Our imagery is polished, believable product UI — Dash at work in the tools people already live in, like Slack and Teams. The place you talk to Dash is the picture.
Do's & don'ts
Show Dash doing real work, in the tools people already use.
✓ Do
- Show Dash working inside real tools — Slack, Teams, a DM
- Use believable, specific data — real metrics, names, and deltas
- Keep the UI chrome clean and uncluttered
- Feature Dash's avatar in context, mid-conversation
✕ Don't
- Use lorem ipsum or obviously fake placeholder text
- Crowd the frame with too many panels at once
- Show terminals, prompts, or config screens
- Crop so tight the context — which tool, who's talking — is lost
One mascot, infinite moods.
Meet Dash — the blue dachshund. Endlessly remixable: here's the original plus a set of seasonal and situational takes. A starting library, not a fixed one.
Make your own
These are starting points. Download them and use AI to generate your own Dash for whatever you're making — a season, a campaign, a feature launch, a mood. Keep the shape and the blue; change everything else.
Download images (PNG)
AI prompt — generate matching artwork
Flat vector cartoon character using a single base color, one darker shadow color, and one lighter highlight color. Hard-edged cel shading, bold navy outlines, smooth rounded geometry, cute mascot proportions, scalable SVG-style artwork, no gradients or texture.
Do's & don'ts
Keep the style flat and graphic — the same language as the logo.
✓ Do
- Flat colors
- Flat, cel-style shading
- No gradients
✕ Don't
- Gradient fills
- Soft, 3D-style shading
- Glossy highlights & texture
Merch
Just a few examples of how to apply the different logo variations across merchandise — mix the marks, lockups, and brand colors to fit the product.
T-shirts
Caps
Bottles
Keyrings
Deck template
A ready-to-use presentation template, already dressed in the Dash brand — fonts, colors, and layouts set. Use it for pitch decks, internal updates, and customer-facing presentations. Click any slide to view it full-size.
