Nest

Official Websites

• https://store.google.com/category/connected_home
• https://home.nest.com
• http://www.nest.com/legal/ip-and-other-notices
• https://store.google.com/in/category/connected_home

Brand Guidelines

2017

Brand Summary

Mission

• Working with Nest is about anticipating people’s needs and making their lives easier, not just linking to devices and controlling them remotely [^1].

Core Values

• simplicity
• clarity
• anticipation of needs
• safety
• consistency

Target Audience

• Developers and marketers creating products and communications that integrate with Nest smart home devices, aiming to enhance user experience in connected homes [^2].

Personality Traits

• modern
• clean
• minimalistic
• professional

Visual Identity Overview

• The brand uses clean, modern, and illustrative visuals with geometric shapes, minimal lines, and a focus on simplicity. Approved color palettes include Nest Blue, Nest Gray, and specific accent colors. Typography is clear and modern, and logo usage is strictly regulated for clarity and consistency. Icons and product imagery are minimalistic and must follow strict guidelines for size, color, and clear space [^3].

Categories

Brand Imagery

• The image should have a light blue background resembling the sky, with the title ‘Brand guidelines’ and the subtitle ‘Works with Nest’ positioned in the upper left section in a clear, modern font. The main visual element is a stylized, geometric illustration of a house composed of simple rectangular shapes and color blocks in shades of pink, gray, yellow, black, and white, with stairs and roofing details suggested through minimal lines and patterns. To the right of the house, there should be a minimalist outline of a cloud, and a small, abstract weather vane symbol indicating wind direction. The bottom left corner features a black and white Nest logo, indicating branding for the product. The overall design is clean, modern, and illustrative, with a focus on simplicity and clarity, suitable for a brand guidelines document.
• The picture should depict a close-up of a digital or printed design guideline sheet, focusing on a rectangular tag with rounded corners lying flat on a surface. The tag is predominantly dark gray with a circular icon at the top center featuring a simple, stylized house graphic inside. Below the icon, there are two lines of text: the first reads ‘works with’ in smaller, plain font, and the second features the word ’nest’ in larger, bold, lowercase letters with a distinctive, modern font style. The background surface shows faint purple and pink dashed grid lines, indicating a design or layout grid, and part of the surrounding surface is visible, appearing light gray or white. The overall lighting is even, emphasizing clarity and focus on the tag for clarity in design guidelines.
• The image should have a rectangular, horizontally oriented banner with rounded corners, featuring a gray background. On the left side, within a white circle, there is a simple, stylized icon of a house with a pitched roof, a chimney, and a door, rendered in gray. To the right of the circle, the phrase “works with” appears in smaller, lowercase, white text. Adjacent to this phrase, the word “nest” is displayed prominently in large, lowercase, bold, white text, with a modern, clean font style. The overall design is minimalistic, clear, and visually balanced, emphasizing the compatibility message with a sleek and professional appearance.
• The picture should feature a rectangular background with rounded corners, filled with a medium grey color. Inside this rectangle, towards the top, there should be a white circle containing a grey house icon with a sloped roof, a chimney on the right side, a door in the center, and a small window above the door. Below this circle, centered in the rectangle, the words ‘works with’ should be written in lowercase, white, and in a sans-serif font. Beneath that, the word ’nest’ should be prominently displayed, also in lowercase, white, and in a bold, rounded sans-serif font. The overall design is minimalistic, with the elements centrally aligned, conveying compatibility or integration with Nest.

Color Palette

• These are the approved colors for the Works with Nest badge. Select the badge color based on your layout and production requirements.
• 60% black is the approved color for the Works with Nest badge when it’s used on a white or light background.
• For print applications, the logo should appear in 60% black (CMYK = 0/0/0/60).
• When used online, within UI or other on-screen applications, the Works with Nest badge should appear in HEX #818488 or RGB = 129/132/136.
• The vertical configuration of the badge can also be placed on the packaging of your Works with Nest product as a metallic foil adhesive label.
• When there’s not sufficient contrast between the Works with Nest badge and the background, use the K/O white version of the badge. Make sure the background is not a busy image and the clear space around the badge is free from other elements.
• Black and white versions of the Works with Nest badge may be used for one-color applications like fax or newspaper when matching 60% K is not possible.
• Use one of the approved color variations.
• Don’t use the Works with Nest badge in unapproved colors.
• Don’t place the badge on a busy image or pattern.
• Don’t add outlines, patterns or gradients.
• Always use the entire Works with Nest badge. Don’t separate the elements of the badge artwork.
• Never crop the Works with Nest badge or alter the badge artwork in any way.
• Always maintain the minimum clear space around the badge.
• When possible, the Nest house icon should appear in Nest Blue, which is HEX #00AFD8. This is the preferred color for both light and dark backgrounds. The house within the icon should be white (HEX #FFFFFF)
• The Nest house icon may also appear in Nest Gray (HEX #78858E) on a white or light background or reversed out of a dark background. When the icon is reversed, the circle must appear white (HEX #FFFFFF) and the house should be Nest Gray (HEX #78858E).
• The Nest house icon should never appear smaller than 32 px.
• The minimum clear space around the Nest house icon is 1 /4 the size of the icon. Keep this area clear of any type or objects.
• These icons should appear in Nest Gray (HEX #7B858E) on a white or light background or white (HEX #FFFFFF) on a dark background.
• Don’t use the icons in unapproved colors or gradients.

Logo Usage

• The vertical configuration shown above is preferred, but the horizontal version may be used if it works better in the layout.
• Be sure to receive approval from Nest marketing before using the Works with Nest badge.
• Download the Works with Nest badge artwork, then follow these guidelines in order to use it correctly in your marketing materials.
• To maintain legibility of the Works with Nest badge, be sure it never appears smaller than the approved minimum size.
• To protect the clarity and visual integrity of the Works with Nest badge, always maintain a clear space free of type, graphics and background elements on all sides of the badge.
• The clear space is determined by the size of the circle in the Works with Nest badge.
• 60% black is the approved color for the Works with Nest badge when it’s used on a white or light background.
• For print applications, the logo should appear in 60% black (CMYK = 0/0/0/60).
• When used online, within UI or other on-screen applications, the Works with Nest badge should appear in HEX #818488 or RGB = 129/132/136.
• The vertical configuration of the badge can also be placed on the packaging of your Works with Nest product as a metallic foil adhesive label.
• When there’s not sufficient contrast between the Works with Nest badge and the background, use the K/O white version of the badge. Make sure the background is not a busy image and the clear space around the badge is free from other elements.
• Black and white versions of the Works with Nest badge may be used for one-color applications like fax or newspaper when matching 60% K is not possible.
• The horizontal Works with Nest badge may be used with text such as headlines, subheads and short descriptive copy.
• The badge should always appear on the left. One, two or three lines of text can be left-aligned to the edge of the clear space of the Works with Nest badge.
• The size of the text is determined by the height of the badge, which should be no smaller than the approved minimum size.
• Don’t embed the Works with Nest badge within text or use it as a bullet point in a list.
• In applications like packaging and trade shows, the Works with Nest badge may be grouped with other compatibility icons.
• Make the Works with Nest badge the same size as any other icons it appears with. Maintain clear space between the badge and other logos. The minimum clear space is determined by the size of the circle in the Works with Nest badge.
• Use one of the approved color variations.
• The Works with Nest badge should not be placed next to brand or product logos that do not relate directly to the connected home or device compatibility.
• To maintain the integrity of the Nest brand and the Works with Nest badge, it’s important to use the badge only as described in these guidelines.
• Here are a few examples of how the Works with Nest badge should never be used: Don’t use shadows, reflections or glow effects with the badge. Don’t rotate, skew or stretch the Works with Nest badge. Don’t use the badge in unapproved colors. Don’t add outlines, patterns or gradients. Don’t use the badge as a bullet point. Don’t combine the Works with Nest badge with text or other logos. Always maintain the minimum clear space around the badge. Never crop the Works with Nest badge or alter the badge artwork in any way. Always use the entire Works with Nest badge. Don’t separate the elements of the badge artwork.

Visual Style

• The vertical configuration shown above is preferred, but the horizontal version may be used if it works better in the layout.
• To maintain legibility of the Works with Nest badge, be sure it never appears smaller than the approved minimum size.
• To protect the clarity and visual integrity of the Works with Nest badge, always maintain a clear space free of type, graphics and background elements on all sides of the badge.
• The clear space is determined by the size of the circle in the Works with Nest badge.
• 60% black is the approved color for the Works with Nest badge when it’s used on a white or light background.
• For print applications, the logo should appear in 60% black (CMYK = 0/0/0/60).
• When used online, within UI or other on-screen applications, the Works with Nest badge should appear in HEX #818488 or RGB = 129/132/136.
• When there’s not sufficient contrast between the Works with Nest badge and the background, use the K/O white version of the badge. Make sure the background is not a busy image and the clear space around the badge is free from other elements.
• Black and white versions of the Works with Nest badge may be used for one-color applications like fax or newspaper when matching 60% K is not possible.
• The badge should always appear on the left. One, two or three lines of text can be left-aligned to the edge of the clear space of the Works with Nest badge.
• The size of the text is determined by the height of the badge, which should be no smaller than the approved minimum size.
• Don’t embed the Works with Nest badge within text or use it as a bullet point in a list.
• Make the Works with Nest badge the same size as any other icons it appears with. Maintain clear space between the badge and other logos. The minimum clear space is determined by the size of the circle in the Works with Nest badge.
• Use one of the approved color variations.
• The Works with Nest badge should not be placed next to brand or product logos that do not relate directly to the connected home or device compatibility.
• To maintain the integrity of the Nest brand and the Works with Nest badge, it’s important to use the badge only as described in these guidelines.
• Don’t use shadows, reflections or glow effects with the badge.
• Don’t rotate, skew or stretch the Works with Nest badge.
• Don’t use the Works with Nest badge in unapproved colors.
• Don’t add outlines, patterns or gradients.
• Don’t use the badge as a bullet point.
• Don’t combine the Works with Nest badge with text or other logos.
• Never crop the Works with Nest badge or alter the badge artwork in any way.
• Always use the entire Works with Nest badge. Don’t separate the elements of the badge artwork.
• Always maintain the minimum clear space around the badge.

Iconography

• The Nest house icon may be used to represent Nest as a UI element within your Works with Nest product and app.
• You can also use the word “Nest” in plain text.
• Nest product icons may be used to refer to our products within your app.
• Download the approved Nest icons >
• These are the approved color versions of the Nest house icon.
• When possible, the Nest house icon should appear in Nest Blue, which is HEX #00AFD8. This is the preferred color for both light and dark backgrounds. The house within the icon should be white (HEX #FFFFFF)
• The Nest house icon may also appear in Nest Gray (HEX #78858E) on a white or light background or reversed out of a dark background. When the icon is reversed, the circle must appear white (HEX #FFFFFF) and the house should be Nest Gray (HEX #78858E).
• The Nest house icon should never appear smaller than 32 px.
• The minimum clear space around the Nest house icon is 1 /4 the size of the icon. Keep this area clear of any type or objects.
• To show a specific Nest product within your app, you can use the product name in plain text or one of these icons.
• Nest Learning Thermostat
• Nest Protect
• Nest Cam
• These icons should appear in Nest Gray (HEX #7B858E) on a white or light background or white (HEX #FFFFFF) on a dark background.
• The minimum clear space around the Nest house icon is 1/4 the size of the icon. Keep this area clear of any type or objects.
• To maintain the integrity of the Nest brand, it’s important to use the icon only as described in these guidelines.
• Don’t modify the approved Nest product icons or create icons or other depictions to represent Nest products.
• When creating imagery or icons to represent a thermostat, camera or smoke alarm, don’t mimic the physical characteristics of Nest products.
• Don’t use shadows, reflections or glow effects with the icons.
• Don’t rotate, skew or stretch the icons.
• Don’t outline the Nest icons or modify the icon artwork in any way.
• Don’t use the icons in unapproved colors or gradients.
• Don’t place the icons on a busy image or pattern.
• Don’t use the Nest house icon or product icons as bullet points or within text.
• Don’t combine Nest icons with text or other logos. Always maintain the approved clear space around the icon.
• Never crop the icons or alter the icon artwork in any way.
• Always use the entire icon. Don’t separate the elements of the icon artwork.
• Don’t create a pattern using Nest icons.

Layout And Composition

• The vertical configuration shown above is preferred, but the horizontal version may be used if it works better in the layout.
• To maintain legibility of the Works with Nest badge, be sure it never appears smaller than the approved minimum size.
• To protect the clarity and visual integrity of the Works with Nest badge, always maintain a clear space free of type, graphics and background elements on all sides of the badge.
• The clear space is determined by the size of the circle in the Works with Nest badge.
• The badge should always appear on the left. One, two or three lines of text can be left-aligned to the edge of the clear space of the Works with Nest badge.
• The size of the text is determined by the height of the badge, which should be no smaller than the approved minimum size.
• Don’t embed the Works with Nest badge within text or use it as a bullet point in a list.
• Make the Works with Nest badge the same size as any other icons it appears with. Maintain clear space between the badge and other logos. The minimum clear space is determined by the size of the circle in the Works with Nest badge.
• The Nest house icon should never appear smaller than 32 px.
• The minimum clear space around the Nest house icon is 1 /4 the size of the icon. Keep this area clear of any type or objects.
• These icons should appear in Nest Gray (HEX #7B858E) on a white or light background or white (HEX #FFFFFF) on a dark background.
• The minimum clear space around the Nest house icon is 1/4 the size of the icon. Keep this area clear of any type or objects.
• Don’t modify the approved Nest product icons or create icons or other depictions to represent Nest products.
• Don’t mimic the physical characteristics of Nest products.
• Don’t use shadows, reflections or glow effects with the icons.
• Don’t rotate, skew or stretch the icons.
• Don’t outline the Nest icons or modify the icon artwork in any way.
• Don’t use the icons in unapproved colors or gradients.
• Don’t place the icons on a busy image or pattern.
• Don’t use the Nest house icon or product icons as bullet points or within text.
• Don’t combine Nest icons with text or other logos. Always maintain the approved clear space around the icon.
• Never crop the icons or alter the icon artwork in any way.
• Always use the entire icon. Don’t separate the elements of the icon artwork.
• Don’t create a pattern using Nest icons.
• When using an image of the Nest thermostat, keep its clear space free of any text, graphics or background elements. The minimum clear space around the thermostat image is 1/4 of the product height.
• Don’t crop the thermostat image.
• Don’t place text over the product image. Always maintain the clear space free of other elements.
• Don’t rotate, skew or stretch the Nest Learning Thermostat image.
• Don’t replace the approved UI or alter it in any way. Don’t show the Nest thermostat without the approved UI.
• Don’t place the product on a busy image or background.
• When using an image of the Nest Protect product, keep its clear space free of any text, graphics or background elements. The minimum clear space around the smoke and CO alarm image is 1/4 of the product width.
• Don’t crop the image.
• Don’t place text over the product image. Always keep the clear space free of other elements.
• Don’t rotate, skew or stretch the Nest Protect image.
• Don’t change the Nest Protect light ring color or alter the image in any way.
• When using an image of the Nest Cam Indoor product, keep its clear space free of any text, graphics or background elements. The minimum clear space around the camera image is 1/4 of the product width.
• Don’t rotate, skew or stretch the Nest Cam product image.
• To show a group image, align one approved image per product horizontally. The products should appear the same size relative to each other and should be spaced evenly, maintaining the minimum clear space for each image.

Product Packaging

• You can use the Works with Nest badge on packaging subject to Nest marketing approval.
• • Use the Works with Nest badge on your product’s packaging.
• • Apply the badge in one of the approved colors -60% black or a metallic adhesive label.
• • Make sure the Works with Nest badge appears no smaller than the approved minimum size.
• • Keep the clear space around the badge free of text, graphics and busy background elements.
• • Don’t use the Nest logo.
• • Avoid placing the Works with Nest badge where it distracts from the primary messaging.
• • Don’t place the badge on a busy background image or product photography.
• • Don’t use the badge within text or as a bullet point.
• • Don’t put the badge with brand or product logos that do not represent the connected home or device compatibility.
• Here are our placement recommendations for the Works with Nest badge: In a corner or space that doesn’t interfere with the product photo On a side panel Among a set of specifications

Landing Pages

• • Use the Works with Nest badge on your landing page.
• • Make sure the Works with Nest badge appears no smaller than the approved minimum size.
• • Keep the clear space around the badge free of text, graphics or busy background elements.
• • Don’t use the Nest logo.
• • Avoid placing the Works with Nest badge where it could be mistaken for a navigation link.
• • Don’t put the badge on a busy background image or product photography.
• • Don’t use the badge within text or as a bullet point.

Digital Ads

• • Use the Works with Nest badge.
• • Make sure the Works with Nest badge appears no smaller than the approved minimum size.
• • Keep the clear space around the badge free of text, graphics and busy background elements.
• • Do not use the Nest logo.
• • Don’t put the badge on a busy background image or product photography.
• • Do not use the badge within text or as a bullet point.

Print Ads

• • Use the Works with Nest badge.
• • Make sure the Works with Nest badge appears no smaller than the approved minimum size.
• • Keep the clear space around the badge free of text, graphics and busy background elements.
• • Don’t use the Nest logo.
• • Don’t put the badge on a busy background image or product photography.
• • Avoid placing the badge too close to the gutter area in print publications.
• • Don’t use the badge within text or as a bullet point.

Circular Ads

• • Use the Works with Nest badge.
• • Make sure the Works with Nest badge appears no smaller than the approved minimum size.
• • Keep the clear space around the badge free of text, graphics and busy background elements.
• • Don’t use the Nest logo.
• • Don’t put the badge on a busy background image or product photography.
• • Don’t use the badge within text or as a bullet point.

Out Of Home

• For out-of-home advertising applications, the Works with Nest badge may be used according to these guidelines.
• Please contact us at developer-marketing@nest.com for Nest marketing approval if you’re planning to feature Works with Nest features in your out-of-home campaign.

Trade Shows

• If you’d like to include Works with Nest compatability in your display at a trade show or event, contact us at developer-marketing@nest.com for additional guidance.

Additional Properties