Graphic Language

Figma’s graphic language is based around graphic building blocks (simple shapes), and the Figma interface. By focusing on abstract, simple shapes, we position ourselves in the world of design. To make a more significant connection to our product, we literally employ it in our graphic design.

Figma uses its UI elements in combination with shapes to form our graphic language

By leaning towards more abstract graphic elements, we create space for the viewer to insert themselves (in an abstract way) into our designs. This allows for a degree of projection while also preventing our designs from feeling too ‘commercial’.

This does not mean we are inhuman in our designs. Rather, we communicate vibrancy, and accessibility by using simple relatable graphics in an energetic fashion.

Understanding Comics by Scott McCloud

Basic Shapes

Figma’s brand values are represented by the circle (Inclusivity), square (Fun), and triangle (Boldness). These elements are the building blocks of much two-dimensional imagery and are often incorporated into our marketing materials.

Complex Shapes

In addition to the circle, square, and triangle we also incorporate less common shapes into our designs.

Shapes Composition

These shapes can be used as graphic material for composition. Use a diversity of sizes, shapes, and angles to make them more dynamic.

Figma Tools

Our user interface iconography is combined with this shape language – forging a close connection to the product in our marketing materials.

Shape + Icon Composition

Our user interface iconography is combined with this shape language – forging a close connection to the product in our marketing materials.

Promotional Graphics

Work to highlight new features within the tool, company milestones, and other news / promotions with abstract, but meaningful graphics. Use aspects of the user interface in detailed and purposeful way to get at a larger concept.

Showcasing Collaboration

Figma’s tools can be used in conjunction with partner’s color palettes and visual languages to communicate partnerships. In this approach maintain Figma’s minimal, vector-based imagery.

For smaller efforts, the Figma icon along with partner companies iconography to communicate a collaboration.

Approaches to avoid

Figma’s graphics should follow the aesthetics laid out in this document. By keeping our graphics simple, their colors refined, and we will ensure brand consistency across materials.

Too pyschadellic, colors are too close in the gradient
Too many elements
Too detailed, colors feel adjacent to Figma’s colors
Colors feel too electric

Graphic Styles to Avoid

Avoid making graphics feel too ‘real’. For instance, skeuomorphs and diagramatic languages. While referencing the past occassionally (our pen tool for instance), as much as possible we should be forward thinking and unencumbered by historic metaphors.

Figma Merchandise

Figma’s merchandise uses the same graphic language as our other materials, but can transgress some rules for production purposes.

Figma Brand Assets

Logo files for print and web, and color specifications: Download Brand Assets