Brand Guidelines

Why do we need Guidelines?

We’ve created these guidelines to help you use our brand and assets in a consistent way. If we follow these guidelines consistently, the brand will grow strong. Then, the product itself will be viewed more positively and it starts to feel like it has been here always.


ZEF stands for it’s values love, passion and bravery. We are helpful, optimistic, warm, trustworthy, witty and empathetic. Our mission is help people to make better decisions. Our audience and customers vary from small company owners to big company CEOs and specialists.

Tone of Voice

We are witty

  • Use casual language with a playful twist
  • Try to make people smile but don't be sarcastic
  • Don't go too much into technical details


The future is for data lovers


In the future, the smart people use data


Our customers’ data is very important to us and we keep it safe in Google’s servers.


Data collected via our surveys is saved in Google cloud platform. That makes it secure and scalable.

We are optimistic

  • Be positive and solution-oriented but don't over-promise
  • Be honest and transparent with mistakes and issues
  • Show, don't just tell


Good job! Your survey is looking very nice. I would recommend you to try how would a green background suit your survey?


Your survey still needs big improvements before you can launch it. For example the background of the survey makes it hard to answer.


Oops, we have made a mistake. We accidently deleted the survey you made last week.


There was an technical error and your survey was not saved. You should create the survey again.

We are empathetic

  • Don't talk about yourself but focus on the customer
  • Be helpful and caring but don't be overprotective
  • Show emotions and respect your customers emotions


Your results are looking fantastic! It seems you are one of our best survey makers.


It seems that our survey tool helped you to create very a good survey.

Tone in action

Situations can change, so here are few examples of positive, negative and neutral situations and how we use our tone of voice with them.

Positive situations:


Always focus on the customer and praise them for the successful results.

You made an amazing job! Your survey is looking fantastic.


Don't take the glory for yourself or make the work sound too easy.

Our survey tool is so simple that you can easily make good looking surveys with only A few clicks.

Negative situations:


Be honest and focus on solution.

We had issues with our reporting this morning. Some of the data is still missing, but we will inform you when the data is restored.


Don't go into over-explaining and over-promising. Avoid using too many technical terms to explain issues and problems.

Our Git update messed up our system this morning. We will fix it asap.

Neutral situations:


Be informative and use simple language.

We have new survey layouts for you. Go ahead and test them out!


Don't go into too much detail or focus on us.

Our designers have spent hours planning the new survey layouts for our customers. You can find them in the design tab.


Joy, minimalism and abstract styles are the main guidelines for our imagery.

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Use high-quality and minimalistic photos. Avoid using generic stock photos.

If you need a good photo library, feel free to use these:




Vivid Blue


Coral Red


Night Blue


Snow White


Summer Sky


Carmine Pink


Blue Whale



You can use the logo in three different colors: blue, red and white. Don’t twist or tweak the logo, let the proportions be as they are in originals. It’s always better to use the heart + text –version of the logo, but if it’s not possible, it’s fine to use the heart-only version as well..

Download our logo package here.

ZEF an Easy-to-use Survey Tool For Teams
Measure and improve your sales process
ZEF an Easy-to-use Survey Tool For Teams


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