Our ideography is based on three core shapes: the circle, square, and triangle. Simplicity and geometric essence are significant parts of the brand DNA, and these basic shapes translate that same baseline for building new imagery.

We created our alphabet from the three core shapes. These characters are the building blocks of the brand’s visual communication system. The potential combinations are endless, allowing us to create any visual output to fulfil Spaceship’s brand needs.

Combining two or more characters can create unique yet easily understood representations of ideas and concepts. This is a timeless and universal means of communication that transcends language barriers.

When a message is more complex, we can explore richer visual solutions, always rooted in simple geometry and movement.

We aim for harmony and balance between visual elements — avoiding both overly simplistic solutions and unnecessary additions to the composition.

The use of color in Spaceship ideography follows the structure of our brand’s color families, organized into three groups: brand, product, and notification colors. Each group includes base colors with their own tints, shades, and light and dark mode versions.

Brand colors

Generic Spaceship ideography compositions should use main or auxiliary colors from the brand color palette. Check out the color page for further details.

Product colors

Domains, Hosting, Security, and Email ideography compositions should use only the corresponding category color palettes. SPS Dark Gray can be combined with each of these category colors.

Notification colors

Notification colors align with the established color references from Spaceship Design System, ensuring consistency across the platform and clarity so users can quickly understand the intent of each message.

Using our dark and light color palette, ideography assets are adapted and adjusted to function in light and dark mode environments.

Here are some examples of what to avoid when using our core characters to compose ideograms.