The marks, the palette, the type, the motion and the voice. Plus the design system our own site runs on. Take what you need.
Free to use · no attribution required · 2.4 MB
Hover the logo
The mark is the Market Ascent: five levels a product climbs. On hover the yellow makes the climb, holds the summit, and resets. It is the only motion the mark is ever allowed.
Get the nouns right and everything downstream gets easier: file names, design reviews, a request to an agency, a prompt to an AI.
The logo. Mark and wordmark together, 9px apart, mark first. This is the default. Use it in the nav, the footer, a deck cover, a sponsor wall.The wordmark. The word ProductLed with its yellow period. Correct on its own wherever the name has to be read, and the only form allowed in body copy or a signature.The mark. The pyramid on its own. It is the Market Ascent: five levels a product climbs. Use it only where the wordmark will not fit or will not be read: favicons, app icons, avatars, a 32px tab.Always ProductLed. Capital P, capital L, one word, no space, no hyphen. Never PRODUCTLED, productled, Product-Led, or PL. Said out loud it is two words: product led.
If the space is wider than about 100px, use the logo. Below that the wordmark stops being legible, so use the mark alone. Never shrink the logo until the wordmark is unreadable.
The wordmark stays primary wherever there is room. The mark covers the small squares: favicons, tabs, app icons, avatars. In a nav they sit together, mark then wordmark, 9px apart.
Wordmark · on ink
Wordmark · on lightMark · bare
Tile · favicon, avatarThe height of the P on all sides. When in doubt, give it more. The logo never sits inside a box you drew for it.
The logo stops at 100px wide, which puts the wordmark near 13px tall. Below that, drop the wordmark and use the mark alone. The mark itself holds down to 16px.
Never do these
StretchRecolorRotateLow contrastAlso never: crop it, add a shadow, tint it, reduce its opacity, redraw it, set it in a different typeface, or put it inside a box you drew for it.
Four values of ink, five greys, one yellow. The confidence comes from what is absent: no gradients as decoration, no second accent.
What is safe to read on what
Ratios against the #08090A page ground. If a value is below 4.5:1, it is not body copy and not a label. That is the whole rule.
Geist for everything. Geist Mono for every label, number, timestamp and kicker. Display never exceeds weight 500: confidence comes from size and negative tracking, not from bold.
Products that sell themselves.
The best products are meant to be experienced, not explained. State the claim once, small, and let the numbers and the product do the bragging.
Free assessment
Geist is free from Vercel. Montserrat and Source Sans 3 are retired, and still correct on older print and book covers only.
Elements change value, not size. No hover scale, no spring, no overshoot, no parallax. Everything runs on one easing curve.
One exception to the restraint. A 6s loop: a level lights every 0.54s from Commodity to Crusader, the full pyramid holds two seconds, then clears together. Crusader arrives with an 18px glow, the only shadow the mark ever gets.
Reduced motion shows the canonical mark, always. Because the climb lights four extra yellow levels, never run it next to another yellow element.
Short sentences. Periods over commas. No superlatives, no em dashes, no emoji, sentence case everywhere. A claim repeated is a claim being defended.
Approved boilerplate. Copy it as is
ProductLed helps SaaS companies build products that sell themselves.
Wes Bush is the founder of ProductLed and the author of Product-Led Growth and The Product-Led Playbook, read by more than 150,000 people.
ProductLed helps SaaS companies build products that sell themselves. It starts with a free assessment that scores your product on nine components and names the bottleneck holding back self-serve revenue. From there a ProductLed Operator can build the growth plan, or run the work with your team.
Stat lines that are cleared for use: 400+ SaaS companies · $1B+ in self-serve revenue · 150,000+ books read · 60,202 weekly readers · 97 of 100 buyers would rather try than talk to sales (independent survey, ProductLed, 2026).
The best products are meant to be experienced, not explained.
The anchor line
Free to use, no attribution required. If you are writing about ProductLed or building an integration, take the logo pack and go.
The whole system is written in plain Markdown for exactly that. Hand your agent productled-design-system.md and it can build a correct ProductLed page without seeing a screenshot.
For tooling, brand.json carries every token, the naming rules and the approved boilerplate as structured data. Agents crawling the site should start at llms.txt.