Brand & usage
Use the primary lockup on dark, brand-owned surfaces. Preserve clear space equal to the height of the "S" glyph on all sides.
Use the inverse lockup on light, brand-owned surfaces. Do not recolor the mark. Do not apply gradients or effects.
The signal gradient is a functional accent — a thin rule, an active state, a key numeral. It is never used as a background flood or a decorative blob.
Editorial headlines and body copy. Weights 100–950 available.
Metadata, counts, filenames, and technical labels — uppercase Gilroy with wide tracking.
- Place partner logo in a separate lockup, equal weight, on the same baseline.
- Preserve full Stave clear space between the two marks.
- Use the inverse lockup on light co-branded surfaces.
- Combine marks into a merged lockup.
- Recolor the Stave logo or apply effects.
- Alter approved messaging when co-branding — only the cover is customisable.
- Use "ServiceNow" in word form only — never the ServiceNow logo, icons, or taglines.
- Always use it as an adjective with a lowercase noun: "the ServiceNow platform", never "on ServiceNow".
- Include ® on the first or most prominent reference on each page; never abbreviate to SN or SNOW.
- Never make a ServiceNow mark larger or more prominent than the Stave mark.
- Reproduce the attribution notice at the bottom of the first page carrying the mark.
Stave is an independent software provider and is not affiliated with, sponsored by, or endorsed by ServiceNow, Inc. ServiceNow, the ServiceNow logo, Now, Now Platform, and other ServiceNow marks are trademarks and/or registered trademarks of ServiceNow, Inc., in the United States and/or other countries. Other company and product names may be trademarks of the respective companies with which they are associated.