Lead for the future,
grow your mind
Mindset brand guidelines
Everything you need to represent Mindset correctly: our logo, colors, type, and how we write. For press, partners, guest contributors, and anyone linking to or quoting our work.
About Mindset
Use this description when you write about us.
Mindset is a publication for people who lead other people. We explain the research behind how beliefs shape performance, and turn it into things a manager can do on Monday. Every piece names its sources, and every piece says what the evidence doesn't show.
Our tagline is Lead for the future, grow your mind.
Our name
- Write it as Mindset. One word, capital M, in running text.
- Not "MindSet," "MINDSET" (that's only the logo), or "Mindset Online." The site address is mindsetonline.com, but the publication is Mindset.
- Link to mindsetonline.com on first mention where you can.
Logo
A charcoal wordmark with an apricot mark. Use it as supplied, in one of the two versions below.
Color
Two colors carry the brand. The rest are neutrals.
#303030#F89E6B#FDE8DB#6B6B6B#F4F4F2#FFFFFF- Charcoal is for text and the wordmark. Apricot is for the mark, links, and a single accent.
- Apricot works as a background for large headlines and numbers in charcoal. It isn't used behind small text.
- Colors are flat. We don't use gradients.
Typography
We use the system font: whatever typeface your device already renders best. Nothing to install, and it loads instantly.
Carol Dweck told 400 students they were smart
System sans · ExtraBold (800) · headlines
What seven words did to 400 kids
System sans · ExtraBold (800) · section headings
Body text is the system font at regular weight, set with generous line height and short paragraphs, because most of our readers are on a phone between meetings.
System sans · Regular (400) · body
Captions and details are smaller and set in Slate.
- Headlines are sentence case. The logo is the only all-caps element.
- On Apple devices this renders as San Francisco, on Windows as Segoe UI, on Android as Roboto. That's intentional.
- For print or images, where a system font can't be relied on, use Inter at the same weights. Never a serif.
How we write
If you're contributing to Mindset or quoting us, this is the voice.
Specific, direct, and candid. We name the researcher, the year, and the sample size. We put the point first and the caveat second. We say when a finding is small or contested, because that's what makes the rest believable. And we land every idea on something concrete: a one-on-one, a hiring decision, a Tuesday.
| Sounds like Mindset | Doesn't |
|---|---|
| The "smart" kids scored 20% lower on a test they'd already passed. | Praise can have a surprisingly negative impact on performance! |
| Stop praising who people are. Start praising what they did. | Unlock your team's potential with these powerful feedback strategies. |
| The study was small and the follow-up was short. Crum calls it a proof of concept. | Science proves your beliefs control your body. |
We avoid: unlock, empower, journey, game-changer, hack, secret, transform, "in today's world." No exclamation points. No emoji.
Imagery
Our images are typographic and illustrated, not photographic. No stock photos, no real people.
- Flat charcoal, apricot, or fog backgrounds. One idea per image. Readable at thumbnail size.
- The apricot triangle from our logo appears as a recurring motif.
- We don't depict the researchers we write about, and we don't use brains, lightbulbs, gears, or mountain summits.
Using our work
What you can do without asking, and what needs a quick email.
You're welcome to
- Quote up to 100 words from any article with a link back to the original.
- Link to any of our mindset quizzes or articles from your site, newsletter, or course materials.
- Use our logo to indicate that you've been featured on or quoted by Mindset, following the logo rules above.
- Share our featured images on social media when linking to the article they belong to.
Please ask first before you
- Republish an article in full or in substantial part, in any medium.
- Reproduce a quiz, its questions, or its scoring.
- Use our logo in a way that suggests partnership, endorsement, or sponsorship.
- Translate our content.
Our articles are original work. When you cite a statistic you found on Mindset, please cite the original researcher or report we link to, and credit Mindset for the piece if you're quoting our framing.
Contact
Press, partnership, and permission questions: use the contact page and mention "brand" in the subject.
Find us on Facebook, X, and Instagram.
Last updated September 2026.