The visual stories we tell


We use illustrations to visualize the power, potential, and value that Pendo provides. Our illustrations help us tell vivid stories and give a voice to data, both in our marketing materials and within our product.

Elevate only

Whenever and wherever illustrations are used, they should always aim to elevate the accompanying content rather than compete or distract.

Tell a story

Every illustration should tell a story or support an opinion. But that doesn’t mean it has to be literal, heavy-handed, or even immediately apparent.

Consider context

Creating images means considering your audience and potential misinterpretations at all times. We are intentional and self-aware with every visual story we tell.

Be bold

Our visuals should reflect Pendo as a leader and pioneer. They should feel confident and bold. Sometimes it may make sense to bend the rules.


For consistency and ease of use, we have an established system of visual elements that we use to create our illustrations and add character to materials. Each element serves a different function, and combining multiple elements can help us tell different stories in new and unique ways. Below are some of the elements at your disposal when building illustrations.


Organic shapes that represent the messy and unique nature of data. Window elements are usually used to create or frame the background layer of a composition. They can also mask abstract UI elements, creating a literal window into software.

Abstract UI

Geometric UI elements add a layer of structure to any composition. A balance of monoline and filled shapes combine to reference the many products that Pendo integrates with. They should be abstract, yet familiar.

Pendo solutions

Bold representations of Pendo features are usually the heroes of our illustrations. Guides, charts, graphs, and data take on a life of their own by standing out with clarity and purpose. These elements should contrast well with the rest of the illustration whenever they are used.

Human gestures

Hand-touched gestures represent the human interaction that powers Pendo and the voice we give to data. These elements can command attention and direct focus, guiding the viewer to see what’s most important or simply adding a moment of delight to the page.


While all of our illustrations should feel related, the subject matter, level of detail, and method of construction will vary depending on how and where they are used. We can categorize most illustrations into two distinct buckets: Feature illustrations and Spot illustrations.

Feature illustrations

Feature illustrations are typically artistic and editorial, showing up in places like webpage heroes, blog articles, and other premium marketing assets. They combine the visual elements above to tell abstract stories about how people use Pendo and the impact we have on software.

Spot illustrations

Spot illustrations are typically rich in personality and condensed into expressive vignettes, showing up in places like webpages, ads, and empty states. The subject matter of spot illustrations can be more playful than Feature illustrations to tell metaphorical stories.

Things to avoid

You should feel free to explore and get creative when making new illlustrations, but keep the following guidelines in mind to ensure that every illustration is consistent with our brand and strengthens our overall presence in the world.


Use unapproved colors


Use only low-contrast colors


Fill Abstract UI or outline Pendo Solutions


Put UI Elements in windows and Pendo solutions in the same frame


Add texture to elements other than Gestures


Add stroke outlines to elements

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