Subject: Branding DRI: @Yves Do Last update: October 2021

With our company’s growth and direction, we need a brand identity that is consistent, efficient and flexible.

These guidelines cover the following elements: mission statement, brand narrative, tone of voice, logo, color & typography.

Mission Statement

We exist to fuel humanity’s creativity and productivity by unleashing the power of content.

Our mission is to empower the community of companies, experts, and partners to build a million of tailor-made projects.

Because we believe in a future in which everybody has the power to create content, digital products and user experiences that impact the world.

Brand narrative

In the digital age, content is everywhere.

Production and distribution have shifted from the few to the many. We have all become the media, and everyone has a story to tell or something to sell. A need to create and connect, post and publish, showcase and share. Brands are broadcasting their stories far beyond websites through modern customer experiences across a variety of devices and channels.

But not everyone is content with their content tools.

They’re being held back by an old stack, stuck with software that’s proprietary, prescriptive and painful to use. Or trapped by traditional tech. So it's time we changed CMS as we know it, and open up minds to the benefits of going headless.

We exist to fuel the world’s creativity and productivity by unleashing the power of content. So we've built the next generation CMS that does exactly that, across the full lifecycle and the entire stack.

It’s open-source, 100% Javascript, headless, community-first, and will stay that way forever.

Strapi enables content-rich experiences to be created, managed and published, to any digital product, channel or device.

Strapi can be 100% configured for a tailor-made solution, and allows to keep 100% control at all time on all data.

Get set up in minutes to build projects in hours instead of weeks.

Simply build using the tools you already love. Effortlessly create content architectures that flex to your needs. Seamlessly create, add and edit any content type from any source.

Configure your platform to maximize your team's productivity. Assign roles, permissions and team members to make your work flow and stay organised, adaptable and extensible.

Ensure your content is always sorted, safe and ready to go. Anywhere you need, any way you like, any time you want. Dynamic, dependable and documented.

We're on a mission to empower enterprise companies, partners and experts to build a million of tailor-made projects.

By providing devs, startups and enterprises with the tools to realise their brightest ideas, boldest plans and biggest ambitions.

From Paris to Palo Alto, Buenos Aires to Berlin, Shoreditch to Shanghai. It’s the first step towards a future in which everybody has the power to create content, digital products and user experiences that impact the world.

And you're part of that mission too. In fact, you’re front and centre.

Tone of Voice

Strapi's tone of voice is helpful, kind, funny, dynamic, ambitious and respectful of users and of competitors.

What we are






What we are not





With every piece of content we publish, we aim to:

  • Empower the community. We help the community understand Strapi by using a level of language accessible that informs them and encourages them to use Strapi for their projects.
  • Support. We treat readers with consideration and empathy by giving them the exact information needed and the direction to learn more. We always assume good faith, and don't forget that we are the more knowledgeable about our solution and that users are not necessarily as experienced as we are.
  • Think big, talk small.
  • Speak truthfully. We avoid jargon, metaphors and exaggeration and focus on clarity and real proven, data-driven or claims.