Captain Cues has long been a key member of Appcues since his first iteration back in January of 2016 (Thank you Donny Wilson). He once was just an internal representation of who we are, and its finally his time to step into the spotlight.
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OG Captain Cues
What Captain Cues represents:
Captain Cues is more than a mascot, he’s our guide, our hype man, and our unapologetically quirky team member.
He’s the friendly face of Appcues—here to navigate customers through key moments inside our product and to remind our team (and our users) that growth doesn’t have to be boring.
Whether he’s floating through a product demo, answering questions as our AI Captain, or cheering on a lifecycle milestone, Captain Cues helps people feel guided and empowered, not lost at sea.
For years we have questioned his true species. No one’s quite sure if he’s a dolphin, whale, narwhal, or something else entirely, and honestly, he prefers to keep it that way. What we do know is this: he represents the heart of Appcues.
Our culture – authentic, positive, and unapologetically weird
Our expertise – helping teams deliver experiences that actually drive growth
Our commitment to success – steering users toward wins, moment by moment
People may forget a tagline.
They may forget a color palette.
But they won’t forget the little creature in a captain’s hat who
helped them launch a flow that moved revenue.
Captain Cues 2025
There are many versions of Captain Cues from baby photos, to versions with a chefs hat on, to full on scenes in a coffee shop. You can find all the files below. This folder is a growing document so make sure to check back for new variations!
NOTE: Only use the approved variations of Captain Cues from this folder, don't attempt to create your own.
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Download Captain Cues imagery
core roles of captain cues:
Guide users through product tours, onboarding, or lifecycle moments
Appear in marketing assets to add character and brand recognition
Celebrate wins with customers and internal teams
Be an avatar or assistant for AI/automated guidance
usage guidelines
Captain Cues can be placed on any of our branded background colors with the exception of our dark shades.
When using Captain Cues in an asset the rule is to never use him more than 2x in one asset. The max usage is one character photo (Cap with a transparent background) and one scene photo per asset.
He should never replace the Appcues logo or appear in the logo lockup
When in doubt, use him as a visual supplement, not a primary message
examples of correct usage:
