This brand guide outlines the thinking behind and the proper use of the new EOS Worldwide™ brand. It’s essential that we build and maintain a strong and consistent visual brand that reinforces the excellence of our content and the value we bring to entrepreneurial businesses throughout the world.

About EOS

What Is EOS®?

We believe in the power of entrepreneurship to change people’s lives, and we believe that our tools have the power to change entrepreneurs’ lives. EOS®, the Entrepreneurial Operating System®, is a set of simple concepts and practical tools that has helped thousands of entrepreneurs around the world get what they want from their businesses and create a positive impact on the people and societies around them.

Our Story

Fittingly, our own story is one of entrepreneurship. 

EOS founder Gino Wickman became the owner of his family business at the young age of 21. While turning that business around (and eventually selling it), he and other business owners started the Detroit chapter of the Entrepreneurs’ Organization. After retiring from his own company, Gino created the Entrepreneurial Operating System (EOS) to help organizational leadership teams get what they want out of their businesses.

Gino joined forces with Don Tinney, a business veteran with 30 years of experience leading entrepreneurial teams, in 2005. Together they built a community of EOS Implementers® who are passionate about helping entrepreneurial companies and their leadership teams thrive using the EOS Process® and Tools.

Today, over 100,000 companies use EOS Tools to gain control of their organizations, get the right people in the right seats, and make sure all of their human energy is channeled in the right direction. 

Core Values

Core values are extremely important at EOS Worldwide. Our brand should reflect the fact that we’re abundance-minded and collaborative, and that we work together to grow individually, as well as to help entrepreneurs worldwide. At our core, we are people who:

Are humbly confident

Open, honest, real and well-practiced, ready to make a positive difference

Do the right thing

Never betraying a trust and doing whatever it takes to resolve every issue so people can move forward

Grow or Die

Driven to maximize every situation and take ourselves and our clients to the next level

Help First

Subordinating our personal interests to advance others, always giving value before expecting anything in return

Do What We Say

Sometimes more, never less


EOS tools and principles deliver Real. Simple. Results. All of our products are designed to do one thing: Harness human energy and point it in the right direction to help a business break through ceilings, grow, and thrive. Similarly, our brand should reflect the traits of power, consistency, energy, and moving forward together.

Brand Vision

The EOS Worldwide brand communicates our purpose and values to our clients, partners, colleagues, and community. It’s more than a logo; it’s a combination of our words and the visual system we call our identity. The basic elements of that identity — logo, color, typography, and imagery — should work together to create consistent recognition of our brand.

Especially now that we operate a global franchise system, the EOS brand must speak clearly, consistently and with deep relevance to our key stakeholders. No matter who we’re talking to, what language they speak, or where they live, our brand must communicate that EOS transforms people and businesses.

The EOS tone is real, raw, and engaging — mixing photographic elements with simple illustrations, textures, and overlays. When it comes to our content, website, systems, processes, and people, less is more. So we will always keep our tone direct, approachable, intuitive and simple. 

We are NOT arrogant, salesy, self-important, or buzzwordy. We are not “the solution from on high” that magically fixes everything. We are principles, tools, and people who serve as “the entrepreneurs behind the entrepreneurs”—and who help them identify and solve their own problems more effectively.


The Why of the Logo

No symbol is more important to our brand identity than our logo. It must be clear, memorable, meaningful, and universal. Our logo incorporates the EOS Model® and lightbulb because nothing exemplifies the EOS brand more powerfully. With the Model and a more modern take on our lightbulb, our new logo presents a bolder, more unified, and more globally translatable representation of who we are. The symbolism: Our process will help shine a light on the root problems in your business, spark innovative ideas, and guide you on your entrepreneurial journey.

Logo Usage

The overall treatment and layout of our visual communications — shape, color, typography, texture, and composition — make up our visual brand. Maintaining consistency within these areas will improve our brand communication’s efficiency, impact, and resonance. When using any of the EOS logos, always use approved logo files. Using the full-color options is always the preferred action, as opposed to single-color. Do not adjust colors or alter the logo in any other way.


To determine how much space to leave around the EOS logo and logo elements, use one of the portions of the EOS Model icon as a measuring stick. This will tell you the minimum space to leave between the logo and other elements.

EOS Wordmark Logo

Includes fully written company name

EOS Logomark

To be used when compositionally appropriate

EOS Model Icon

The logomark should not be used in places where EOS Brand has not been established

Two primary color options exist for the EOS logo. Use navy and orange when the background is light (preferably white). Use white and orange for darker backgrounds (preferably navy).

Single Color Blocking

Avoid using single-color versions of the EOS logo whenever possible. When it’s  unavoidable, simply be sure not to put orange on navy, or vice versa.

Online Logo Usage

App and social media versions of our logo use spacing methods similar to those mentioned earlier. Center the logo vertically and horizontally in the icon shape. Use a portion of the EOS model as the padding to the left and right edge of the icon shape. Refrain from using just the EOS Model Icon itself as the logo in these situations.

When EOS needs to be represented on a very small medium, the “EOS” may not be legible. In these scenarios, stick with the EOS Model icon as the logo.

Incorrect Logo Usage

App and social media versions of our logo use spacing methods similar to those mentioned earlier. Center the logo vertically and horizontally in the icon shape. Use a portion of the EOS Model as the padding to the left and right edge of the icon shape. Refrain from using just the EOS Model Icon itself as the logo in these situations.

Don’t use colors outside our color scheme
Don't change the typeface
Don't change the scale of any elements
Don’t warp the logo in any way
Don't give the logo a drop shadow
Don't give the logo an outline
Don’t use logo on a complex background
Don’t use the navy logo on a dark background
Don't use the white logo on a light background

EOS Logo Family

In addition to our primary logo, we have logo variations for certain products and events as follows:

EOS Conference Logos

EOS Leader Podcast Logos

EOS One Software Logos


Icon Usage

The EOS lightbulb is more than an element of our logo. It’s a “Nike swoosh”-like icon that can exist on its own in certain applications. For example: numbered lists. As shown below, using the lightbulb tells the viewer that the information being shown is a crucial insight. The same can be said if the lightbulb is used as a text box. (Be sure to limit the size/amount of text to fit accordingly.)

Lorem Ipsum

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo.  Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo.

Lorem Ipsum

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo.  Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo.

Another good way to use the lightbulb is as a page number indicator. Since there tend to be more page numbers than listed items, make sure that larger numbers will fit inside the space.

In addition to the lightbulb, EOS has a suite of icons that correlate to specific aspects of our business. When a new icon is needed, look for something on in the “light” format.



Core Values Icons

Humbly Confident
Grow or Die
Do what we say
do the right thing
Help first

Conference Icons


Resource Icons



Consistent use of the EOS Worldwide color palette is critical to maintaining our brand’s integrity and ensuring that our communications are easily recognized by our customers and other key stakeholders.

Primary Color Palette

Visitors to the EOS Worldwide website and our social media sites should see consistent use of our primary color palette for brand-specific graphics, buttons, imagery, and more. Sometimes it will be necessary to use other colors, gradients, and patterns in our collateral, but this primary palette is the color foundation for our brand.





Color gradients should serve as accents and backgrounds for EOS materials, and their appropriate use is just as important as the use of our primary color scheme.







Primary Fonts

EOS has had issues with typography consistency in the past. To solve this, we’re sticking with one primary font family. Montserrat is a versatile, widely available, and user-friendly font. Its contemporary styling and clear legibility make it the perfect font for EOS.

Montserrat Extra Bold

[email protected]#$%^&*()

Montserrat Bold

[email protected]#$%^&*()

Montserrat Semi Bold

[email protected]#$%^&*()

Montserrat Medium

[email protected]#$%^&*()

Montserrat Regular

[email protected]#$%^&*()

Montserrat Light

[email protected]#$%^&*()

Type Hierarchy

Having one font family creates a seamless and natural hierarchy. Extra Bold should be used for headlines and attention-grabbing copy — preferably in all caps with the gradient accent line to the left. Bold should be used as the subhead, regular as body copy.


Subhead - Bold

Body - Regular

Secondary Fonts

While Montserrat is our primary font, secondary fonts add versatility and decoration. Roboto Condensed should be used in situations where Montserrat is too wide to properly fit the space. Arsilon can be used in situations where we want a bit more personality—especially when speaking about EOS Implementers®.

Roboto Condensed Bold

[email protected]#$%^&*()

Roboto Condensed Regular

[email protected]#$%^&*()

Roboto Condensed Light

[email protected]#$%^&*()

Arsilon Regular

[email protected]#$%^&*()

Arsilon Smooth

[email protected]#$%^&*()

Voice and Tone

Voice and Tone

Every successful brand has a distinctive voice:

  • Chipotle is personable and lighthearted.
  • Moosejaw is roguish and playful.
  • Lululemon is the best friend you can confide in at the end of a stressful day.

The EOS Worldwide voice is real, raw, and engaging. We speak the language of our community in a relatable way, and we should always sound like we’re having a conversation with our community. 

It’s also important to remember that we never position ourselves as the magic bullet. We’re “the entrepreneurs behind the entrepreneurs” who give organizations the principles, tools, and people they need to meet their own challenges consistently and effectively. We don’t say, “We’ll solve x.” We say, “We’ll help YOU solve x.” 

Voice vs. Tone

The EOS voice should be consistent and unchanging, as if you’re talking to a trusted friend. Our tone, on the other hand, will change to match a particular context or audience (e.g., If you tweet about a big accomplishment, the tone should be celebratory. If you’re helping a frustrated client, the tone should be calm and helpful).


Above all, our voice is guided by our core values:

  • Be Humbly Confident: No arrogance, always prepared
  • Grow or Die: There’s always a way to get better and grow
  • Help First: Abundance minded: Provide value before receiving anything
  • Do the Right Thing: No amount of money is worth betraying a trust
  • Do What You Say: Fully deliver, no excuses, take responsibility

We’re obsessed with the unique spirit and specific actions that make entrepreneurs successful. That’s why we’re humbly confident and encouraging. We know that entrepreneurship is serious business, but we don’t take ourselves too seriously. We believe you can learn, grow and challenge yourself and others while having fun. That voice inspires our audience to dig in, discover, and take action.

An easy shortcut to understanding our voice is to understand what it IS and what it ISN’T. Our voice is:

  • Simple, not complex or academic
  • Real, not buzzwordy
  • Humble, not arrogant
  • Helpful, not patronizing
  • Human, not robotic
  • Energetic, but not silly
  • Informal, but not too familiar
  • Savvy, but not salesy
  • Inspiring, but not schmaltzy

Here are a few key tenets for writing in EOS Worldwide’s voice. For more, see the MailChimp Grammar and Mechanics Guide — a helpful resource for any content creator:

  • Use active voice whenever practical.
  • Use positive language.
  • Emphasize the “we” of EOS.
  • Use “help” liberally.
  • Use contractions to sound more conversational (e.g., “We’re” instead of “We
  • are”).
  • Avoid slang and jargon.
  • Avoid exclamation points.
  • Avoid fear-based statements.


Our tone is usually informal, conveying helpful information that our audience finds interesting and engaging. 

Visual Identity

Images and Video

Our images should feel “documentary” in nature. We want to capture the conversation and storytelling between the subject and the interviewer to provide more casual, conversational moments.

For primary visuals, use this type of image. For video, this angle should also be your A camera and lens.

Also for video, find a small variety of unique camera angles to create interesting atmospheres and keep the viewer engaged visually (use sparingly). Capture the interactive moments as teams work through issues and navigate challenges in real time, still focusing on the people. Show environments as if you were coming into the meetings. Capture printed or on-screen EOS tools as teams use them.

Gather establishing shots of the city your EOS Implementer is associated with. Film b-roll at notable sites, architectural elements and community life. Treat buildings like natural wonders. If your subject is in a major commercial area, treat the skyscrapers like mountains to illustrate “mountain top” moments and a sense of grandeur and limitlessness. Also show your subjects in “normal life” scenarios.

Video Production Tech Requirements

  • 4K cameras, preferably full-frame (initial videos will be captured on Sony FX9 and FS5ii). This allows us to pull high-res still images
    from the footage.
  • A photographer should be scheduled to either accompany on the shoot and take stills in a similar style and capturing a similar narrative throughout the day.
  • Cine prime lenses such as Zeiss CP.2 and CP.3, Cooke S4, Canon CN-E or similar series to keep as consistent of a look across all videos as possible. Wide aperture capabilities for interview details. Opt for spherical over anamorphic.
  • 16mm to 35mm for environmental and documentary moments.
  • 35mm to 50mm for interviews and details.
  • Consistent, low-key and natural lighting. Natural, personable tones. Follow visual examples provided for lighting looks.
  • Matte makeup when applicable.
  • Gimbal or steady hand/shoulder mount for “walkumentary” and establishing shots.
  • Microphones should be mounted on a boom or operated by a boom operator.
  • Lav mics and wireless packs for “walkumentary” and misc casual audio should be hidden inside clothing, never placed on a lapel or

Proper Attribution and Intellectual Property

It’s important to maintain consistency with the EOS brand. That means giving proper credit to EOS intellectual property, and making sure that you don’t misrepresent EOS Worldwide.

The intellectual property created by Gino Wickman and protected by EOS Worldwide includes content found in Base Camp, in EOS books, in EOS software, and on the EOS Worldwide website and mobile app. Replicating that content for your own use is forbidden.

Official Terminology

Our full company name is EOS Worldwide. This should be used for all references to our company. The system should be referred to as the Entrepreneurial Operating System®, or EOS®. Traction is the name of the book. Do not refer to the EOS process or system as “Traction” or the “Traction System.” EOS Implementer® and EOS Implementers® are both registered trademarks. 

Proper Attribution of EOS Worldwide Intellectual Property

Use of any copyrighted or trademarked terms in any text or graphics should also give proper acknowledgment to EOS Worldwide. Include trademark or copyright symbols on the first instance that a term is mentioned on a page or in a document. There is no need to use the symbol on every instance of the term in that document or page.

Protecting EOS Intellectual Property  

EOS is a complete system, with a proven process and a full set of practical tools that help entrepreneurs get what they want from their businesses. Purely following the EOS Process® and fully implementing the tools in the EOS Toolbox™ has proved to help target market entrepreneurs strengthen the Six Key Components™ of their business.

A person using the designation “EOS Implementer®” agrees to teach EOS in its purest form, following the EOS Process and purely teaching the EOS Tools (as further defined in Base Camp and/or the Traction Library).

  • No Omissions
    You may not skip steps in the process or decide to leave out or stop teaching certain tools.
  • No Tweaks or Other Changes
    You must follow the process as designed—and teach the tools as recommended — until your clients understand and are using the 20 tools in the EOS Toolbox wherever possible, without modifying them.
  • No Additions
    In its purest form, EOS is all a company needs to strengthen the Six Key Components. Recommending or selling other resources, content, or tools as a way to help your client strengthen one or more of the Six Key Components is not necessary, and is not pure EOS Implementation. As an exception, you may find a client still wanting more help after you’ve taught the EOS Tools purely. In these rare cases, you may recommend additional content, tools, or disciplines. But you must be clear that it is NOT part of EOS. It can’t be branded or marketed in a way that implies that it is part of EOS or in any way connected to EOS Worldwide. In other words: no “bolt-ons” to the EOS Model, EOS Process, or EOS Toolbox. If you derive income from recommending additional resources, content, or tools, then you must disclose this when making the recommendation.


EOS has trademark rights in each of the terms below, as well as in our stylized lightbulb logo. Also, each of the terms below has a specific meaning within EOS and must be used appropriately. EOS Worldwide permits EOS Implementers who have active Base Camp subscriptions to use our trademarks subject to the limitations provided in the Base Camp Membership Agreement.



10-Year Target™

Meta a 10-años™

3-Year Picture™

Panorama a 3-años™

3 Uniques™

3 Habilidades Únicas™



8 Cash Flow Drivers™

Los 8 Impulsores de Efectivo™

The 8 Questions™

Las 8 preguntas™

90-Day World®

Mundo de 90-días™

Accountability Chart™


Agenda Assist™


Assistance Track™

Vía de Asistencia™

“Back to the Basics” Checklist™

Chequeo “de regreso a lo básico”™

Certified EOS Implementer®

Implementador Certificado EOS™

Clarity Break™

Receso de Claidad ™







Core Focus™

Enfoque Medular™

Core Questions™

Preguntas Medulares™

Core Target™

Meta Medular™

Data Component™

El Componente de Datos™

Delegate and Elevate™

Delegar y Elevar™

Entrepreneurial Operating System®

Entrepreneurial Operating System®



EOS 400K System™

Sistema EOS 400K™

EOS Compatible™


EOS Conference™


EOS Foundational Tools™

Herramientas Fundacionales EOS™

EOS Implementer Base Camp™

EOS Implementer Base Camp™

EOS Implementer Community™

Comunidad de Implementadores EOS™

EOS Implementer®

Implementador EOS®

EOS Integrator™

Integrador EOS™

EOS Life®

La Vida EOS™

EOS Model®

El Modelo EOS™

EOS Process®

El Proceso EOS™

EOS Pulse™


EOS Scorecard™

El Cuadro de Indicadores EOS™

EOS Time Management™


EOS Toolbox™

La Caja de Herramientas EOS™

EOS Visionary™

Visionario EOS™

Five Leadership Abilities™

Las Cinco Habilidades de Liderazgo™

Five Leadership Practices™

Las Cinco Prácticas de Liderazgo™

Five Management Practices™

Las 5 Prácticas de Dirección™

Focus Day™

El Día “Focus”™







Issues Component™

El Componente de Asuntos™

Issues Solving Track™

Vía de resolución de asuntos™

Level 10 Meeting™

La Reunión Nivel 10™



Meeting Pulse™

Pulso de Reuniones™

Merger/Acquisition “Fit”™

Fit para una Fusión/Adquicisión™

“Off-Line” Meeting Track™

Guía para una reunión extraordinaria™

Organisational Checkup™

Chequeo Organizacional™

Organizational Checkup™

Chequeo Organizacional™

Partnership Rules of the Game™

Reglas del juego de las Alianzas™

People Analyzer™

El Analizador de Personas™

People Component™

El Componente de Personas™

Process Component™

El Componente de Procesos™

Professional EOS Implementer®

Implementador Profesional EOS™

Professional EOS Implementer Community™


Professional Implementer Boot Camp™

Campamento de entrenamiento para implementadores profesionales™


Reunión Trimestral™

Quarterly Collaborative Exchange™

Intercambio Trimestral de Colaboradores™

Quarterly Conversation™

Conversación Trimestral™

Quarterly Pulsing™

Pulso Trimestral™

Running on EOS™


Sales Department Checkup™

Chequeo del Departamento de Ventas™

Same Page Meeting™

Reunión de Sintonía™

Six Key Components™

Los Seis Componentes Clave™

Three-Step Process Documenter™

El Documentador de Procesos de 3 Pasos™

Traction Component™

El Componente de Tracción™



Trust Builders™

Los Constructores de Confianza™

V/I Duo™

El Dúo V/I™



Vision Building™

Construyendo la Visión™

Vision Component™

El Componente de la Visión™

Vision/Traction Organizer™

Organizador Visión/Tracción™

Visionary and Integrator™

Visionario e Integrador™

Works with EOS™

Media & Promotion Guidelines

If you’re excited about EOS® and are eager to share your passion with the world, you’ve come to the right place!

If you are an EOS Implementer® or active member of EOS Implementer Base Camp™, please visit our Marketing Resource Center for comprehensive guidance.

Publishers and Authors Excited About EOS

We love it when people write articles and blog posts about the EOS Process®, the EOS Model®, EOS tools, EOS Implementers, and EOS books! We ask that you follow a few simple guidelines to ensure consistency and avoid confusion.

  • Only active members of the EOS Implementer Base Camp™ are allowed to use the EOS logo, EOS Model, EOS Process, or EOS Toolbox™ images. If you would like an exception made, please contact us to request permission.
  • Please properly attribute EOS concepts and terms by linking to the EOS Worldwide website where appropriate.
  • Please use the appropriate ™ and ® symbols on terms trademarked and registered by EOS Worldwide – refer to this page for a complete list of trademarked terms. This page is updated regularly, so please be sure to check the most current version.
  • If you are featuring or quoting a Professional or Certified EOS Implementer®, an  Expert EOS Implementer™, or an EOS Emeritus Implementer™ in your article, please be sure to use the appropriate designation and company name when identifying them (i.e. Jane Doe, Certified EOS Implementer®).
  • You may quote directly from any EOS book or publication with proper citation and attribution to the original author, along with a link to the original source where appropriate.
  • You may not offer any downloadable tools or files obtained from the EOS website as direct downloads from your article or post. PLEASE LINK DIRECTLY TO THE “Free Tools” page on the EOS website. 
  • You may not author a book featuring EOS concepts or teachings without express permission of EOS Worldwide. To request permission, please send an email to [email protected]
  • Please be sure to confirm facts and current EOS data before publishing your article or post.

When in doubt, please ask! If you need background information for your article or if you have questions about featuring EOS in your print or online publication, please reach out to [email protected] for guidance.

Companies Proclaiming Their Love for EOS

It’s not unusual for companies using EOS to get so excited about their results that they want to share their experience with the world. Please follow the following guidelines when proclaiming your EOS pride:

We proudly run on the Entrepreneurial Operating System® (EOS®) to better serve you each and every day, and to encourage focus, discipline, and accountability in our team. 

  • Feel free to blog about your experience implementing EOS in your company (follow the guidelines above).
  • Please use the appropriate ™ and ® symbols on terms trademarked and registered by EOS Worldwide. Refer to our Registered and Common Law Trademarks for a complete list of trademarked terms.
  • You may not feature any other EOS logos or graphics on your website, blog, printed, or digital materials without express permission of EOS Worldwide. The only exception includes organizations working with Professional, Certified, or Expert EOS Implementers who have completed at least one Quarterly Session. They may request and use a We Run On EOS Badge.

Application Developers Excited About Creating Digital Versions of EOS Tools

If you are considering developing software that includes EOS tools, terms, or concepts, please know that our licensing standards are very high, please email suppo[email protected] for a copy of our requirements to use EOS tools, teachings, trademarks, or concepts in a software product before you begin development.

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