claude.com
Brand DNA
Brand DNA · settled
claude.com
claude.com
Brand DNA
Will never use
Words rejected across all generated content.
gimmickyexperimentalunreliablerecklessopaquedisposablesuperficialunverifieddangerousbiased
Voice dials
Formality6/10
Humor2/10
Warmth7/10
AI Software / Productivity SaaS
Claude is a next-generation AI assistant designed for professionals and teams seeking safe, accurate, and capable intelligence to enhance productivity across writing, coding, analysis, and creative work. It positions itself as a trustworthy alternative to other AI assistants through Constitutional AI training and tiered access for individuals and enterprises.
Brand Voice
reassuring
practical
accessible
confident
direct
helpful
Friendly, capable, straightforward
Visual Themes
minimal
approachable
modern
neutral-sophisticated
functional
Voice Guidelines
Use These
“Think fast, build faster”
“Do your best work”
“Safe, accurate, and secure”
“More usage when you need it”
“Everything in Free, plus”
Avoid These
“revolutionary AI breakthrough”
“disrupting the industry”
“cutting-edge technology”
“limited time offer”
“act now before it's gone”
Product Positioning
Categories
AI Assistant
Productivity Software
Code Generation
Content Creation
Data Analysis
Price Range
$0–$2400(avg: $520)
Brand Colors
Fonts
Tiempos Headline