Brand profile

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LinkedIn
Brand DNA

LinkedIn

LinkedIn is a professional network for careers, hiring, skills and business news, used by professionals and recruiters worldwide.

48%
Secondary#F3F2EF
30%
Background#FFFFFF
12%
Text#191919
7%
Primary#0A66C2
3%
Surface#004182
Typography
Aa
CommunityDisplay · Modern & cleanLibre FranklinText · Softly rounded

Interface typography: small semibold headings, comfortable body, sentence case. Job titles and company names always exact.

Tone
WarmCool
PlainTechnical
SeriousPlayful
ModestConfident
QuietLoud
Never

post a job without its location and terms

use corporate stock photography

write a humblebrag as brand copy

Never says
thought leadersynergyrockstarninjahustle
Sounds like this

Three people you know already work there.

Professional but human. Write like a person who has a job, not like a press release. No performative inspiration.

Audience

Professionals managing a career, recruiters filling roles, and businesses selling to other businesses.

Loves

+Skills over pedigree

+Careers that are not linear

+Getting hired through someone you know

Loathes

×Performative inspiration posts

×Job ads with no salary

×Networking as extraction

The hill it
would die on

What someone can do matters more than where they went to school.

DensityDense
AlignmentLeft
MotionSubtle
AddressInformal
LinkedIn · brand DNA at a glance 10 of 12 traits
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