Brand Guidelines

Brands Overview

Our 3 pillars

We have three distinct brands—SmartRecruiters, SmartOS, and Winston—to effectively target different audiences and communicate specific aspects of our business. This brand architecture creates a clear hierarchy and purpose for each entity.

• SmartRecruiters (The Parent Brand): This is the overall corporate brand, representing our identity as "The Recruiting AI Company." It's used for all high-level corporate communications, such as company-wide presentations, investor relations, and broad brand-building initiatives. Its professional, clean aesthetic establishes credibility and trust with enterprise clients. View SmartRecruiters Brand Guidelines →
• SmartOS (The Product Sub-Brand): This brand focuses specifically on our software product offerings. Its lighter, more functional design and pseudo UI imagery are tailored to engage users and decision-makers interested in the platform's features and functionality. It’s used for product marketing, tutorials, and any material directly related to the talent operating system. View SmartOS Brand Guidelines →
• Winston (The AI Component Sub-Brand): This brand highlights our AI technology through a friendly, engaging mascot. Its dynamic, magical aesthetic is designed to humanize the complex AI component, making it more approachable and memorable. It’s used for content that explains AI features, showcases AI's benefits, or introduces a new AI tool. View Winston Brand Guidelines →

Breaking out each brand is crucial because it allows us to speak directly to specific audiences without diluting our core message. The parent brand builds overall trust, the SmartOS brand sells the product's function, and the Winston brand personifies the innovative technology behind it. This structure ensures clarity, maintains brand consistency, and helps us target our messaging with precision.