Brand Guidelines

Hello! Our name is CARTO (always written in upper case) and our tagline is "Unlock the power of spatial analysis”

Our boilerplate

From smartphones to connected cars, location data is changing the way we live and the way we run businesses. Everything happens somewhere, but visualizing data to see where things are isn’t the same as understanding why they happen there. CARTO is the world’s leading Location Intelligence platform, enabling organizations to use spatial data and analysis for more efficient delivery routes, better behavioural marketing, strategic store placements, and much more. Data Scientists, Developers and Analysts use CARTO to optimize business processes, and predict future outcomes through the power of Spatial Data Science.

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Positive version

To use on light backgrounds

Negative version

To use on dark backgrounds


The minimum brand expression

Printed positive version

To use on light backgrounds

Printed negative version

To use on dark backgrounds

Logo on photo

Our logo can also be use on top of an image as long as it has enough contrast to be seen and read effortlessly. Use our marker size as an approximate of the amount of margin space needed to separate our logo from surrounding elements.


As our technology is open source at heart, we also chose open source typefaces for our brand.


Use Montserrat Semi-Bold for large headlines, always sentence-cased, and for smaller ones.

Open Sans

Use Open Sans Regular for everything else, from body copy to tiny details.


Here's our brand palette:

Location Red

Prediction Blue

Navy Blue

Data-driven color schemes: variations in sequential, diverging and qualitative schemes.