Brand profile

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Shopify
Brand DNA

Shopify

Shopify is a commerce platform for building and running an online store, with payments, shipping, point of sale and an app ecosystem around it.

50%
Background#FFFFFF
28%
Secondary#F6F6F7
12%
Text#202223
7%
Primary#008060
3%
Surface#004C3F
Typography
Aa
InterDisplay · Modern & cleanInterText · Softly rounded

Product typography: clear headings, comfortable body, sentence case in every label and button. Numbers and currency always formatted properly.

Tone
WarmCool
PlainTechnical
SeriousPlayful
ModestConfident
QuietLoud
Never

imply selling online is effortless or guaranteed income

show an invented store screenshot

quote a plan price without the transaction fees

Never says
passive incomeunleasheffortlessguaranteed growth
Sounds like this

Your first sale is usually to someone you already know.

Practical and merchant first. Say what it costs, what it does and what a merchant has to do next.

Audience

Independent merchants and growing brands who want their own storefront instead of a marketplace listing.

Loves

+Independent merchants over marketplaces

+Owning your own storefront

+Making entrepreneurship less rare

Loathes

×Get rich quick selling

×Marketplaces that own the customer

×Hidden transaction fees

The hill it
would die on

The merchant should own the customer relationship, not the platform.

DensityBalanced
AlignmentLeft
MotionSubtle
AddressInformal
Shopify · brand DNA at a glance 10 of 12 traits
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