Canvas Instructure

📋 1 Guidelines

🔗 Connections

Sector

E learning edtech Software

Region

Usa

Guideline Year

2019

Language

English

Tags

Education

Official Websites

Brand Guidelines

2019

Brand Summary

Mission
  • Canvas simplifies teaching, elevates learning, and eliminates the headaches of supporting and growing traditional learning technologies. It enables personalized approaches to instruction and supports educators in delivering blended and online learning while giving them the freedom to explore and evolve their teaching methods [^1].
Core Values
  • ownership
  • relationships
  • openness
  • simplicity
Target Audience
  • Educators, institutions, and learners across the continuum of education and career, including K-12 and higher education, who seek accessible, reliable, and adaptable digital learning environments [^2].
Personality Traits
  • smart
  • inspiring
  • helpful
  • unconventional
  • clear
Visual Identity Overview
  • The Canvas brand uses a clean, modern visual style with a primary color palette of Canvas red (PMS 179), navy blue (PMS 3025), and dark grey (PMS Black 5), complemented by secondary accent colors and gradients. The logo is friendly, with clear space and minimum size requirements, and is used in both horizontal and vertical orientations. Photography emphasizes real users, optimism, diversity, and candid moments, while iconography and illustration support clarity and engagement. Typography centers on Proxima Nova and Majesti Banner for a modern, accessible look [^3].

Categories

Brand Voice
  • The Canvas “voice” is the overall personality of Canvas, and it aligns with Instructure’s values: > Ownership > Relationships > Openness > Simplicity
  • The Canvas voice is always five things: Smart Convey expertise in technology and education. Use logic, data, and correct grammar. Inspiring Communicate excitement about the future of teaching and learning. Approach challenges with optimism. Helpful Anticipate questions and problems, and preemptively or quickly address them. Define niche terms. Guide people toward additional resources so they can make educated decisions. O°er educators new skills to increase their autonomy and impact. Unconventional Have a fresh take on things, and embrace humor, creativity, and fun where it fits. Don’t mimic played-out messaging. Be conversational—use contractions where you would in speech (When you are reading something that does not use contractions, it is like reading the writing of a robot). Parentheticals and afterthoughts can humanize copy. Clear Favor simple, straightforward language over industry jargon. Make dense information and challenging topics easy to understand. Be unambiguous. Give people a concrete understanding of the platform or the issue at hand; don’t hide behind abstract language.
    • Don’t go nuts on those pop culture references. Feel free to add that relevant Johnny Cash lyric, but don’t be the guys from High Fidelity.
    • Don’t use a°ectatious phrasing. ˙ Like that.
  • Bad: Developing a solid foundation of Canvas product knowledge better prepares attendees to maximize their experience during primary conference sessions. Better: Developing a solid foundation of Canvas product knowledge helps attendees get the most out of primary conference sessions.
    • Don’t use industry jargon where a clearer, more accessible word or phrase works just fine. Jargon sounds salesy, curbs emotional connection, and is often interpreted as compensation for a lack of real knowledge. Demonstrate that we value openness by not hiding behind buzzwords.
    • You can make exceptions for SEO value, but they should be the exception, not the rule.
    • Okay, yes, some industry jargon is unavoidable, and even good. “Native cloud” and “blended learning” are so ubiquitous that trying to rephrase them would smack of e°ort and/or sound out of touch.
    • Don’t rely on the word of the day. “Empower,” “enable,” and “innovate” have become so overused that they now have very little meaning or impact. Use some brainpower and see if you can find a fresh way to communicate the same idea.
Brand Imagery
  • When it comes to photography, we like to keep it simple and strong. Whenever possible, show real users whose lives have been positively affected by Canvas. The photography we use should evoke optimism and highlight humanity through thoughtful lighting and careful composition—even when we have to use stock images. Our photography should also represent the diverse backgrounds, abilities, ages, etc. of our millions of Canvas users.
  • Canvas is technology, so we show the tech side of our brand when it makes sense, while always trying to keep the human aspect in mind. When taking photographs that don’t include human subjects, look for composition and perspective opportunities that are unconventional or dramatic. We view education differently than our competitors, and our photography should reflect that.
  • Photography can be used in different shapes and tones to give landing pages and printed collateral some dimension and variety.
  • Using circles gives us a window in to the every day lives of teachers and students as they are working and collaborating.
  • Images can also use a duotone effect as an alternative. Please use the Primary Canvas Red for HE and Primary Canvas Blue for K-12.
  • Don’t use people isolated on white backgrounds. Keep them in their education environment.
  • Don’t use images where the subject is looking right at the camera with some cheesy or dramatically serious facial expression. Photographs should feel candid, not posed.
  • Don’t use composited imagery often found on stock image websites.
  • Don’t use cliche images (a bunch of people pointing at a laptop screen, a teacher writing a math equation on a chalkboard while students look enraptured, etc.)
  • Don’t use images featuring out-of-date technology.
  • Don’t use images that are visual puns or otherwise silly. We’re far from joyless curmudgeons, but let’s keep it in check.
Color Palette
  • These color guidelines apply when working with the general Canvas brand and the overall Canvas learning ecosystem. For standalone pieces for singular products in the Canvas family, see “The Canvas Learning Ecosystem” section at the end of this guide.
  • The Canvas brand has three primary colors, chosen for aesthetic and accessibility-friendly purposes. (No, we don’t mean primary as in red, yellow, and blue; we mean primary as in “main,” “dominant,” or “leading.”) The primary colors are Canvas red (PMS 179), navy blue (PMS 3025), and dark grey (PMS Black 5).
  • The secondary colors are for accent use-you know, outlines, buttons, divisions. The little things.
  • We made a handy little pie chart to help you determine usage frequency. See “Palette Usage.”
  • Don’t use colors other than the ones we’ve listed (even if they look “close enough.”)
  • Don’t use secondary colors for headers.
  • Don’t use color on body copy. Headlines, subheads, and titles are okay.
  • Color gradients add dimension and variety, and they help make our site more accessible. Plus, they’re all the rage right now-and we’re nothing if not hip and cool, Daddy-O. Can you dig it? Now back to hand-painting our Shadows Over Camelot game pieces!
  • Combine them with any of the brand colors. They can also be monotone-just add a pinch of black to one of the color values. Mark the angle at 60°. Vertical gradients are neither hip nor cool. And not all gradients are created equally. Use this pie chart to understand which gradients are most predominant in the Canvas brand.
  • When to use color gradients: Photos with text overlays.
  • What do you do when you want a nice photo with some witty word­age over the top, and you also want it to be accessible, because those are the rules of the internet? You desaturate the photo, insert a white transparency layer, and then apply one of your lovely gradients on top. BAM. That’s some magical visual lasagna.
  • Headers. You could use solid-color or black-and-white typography for your header, but why be so pre-diddly-ictable? Try hitting it with some mind-blowing blue-to-green gradients. ENGAGEMENT UP 1000%.
Typography
  • Proxima Nova is our primary typeface. It’s clean and modern, just like Canvas. When Proxima Nova is unavailable or impractical, Arial is our recommended substitute. And by recommended, we mean required.
  • Proxima Nova Extra Bold Headline Proxima Nova Extra Bold Italic
  • Proxima Nova Bold Subhead
  • Majesti Banner is the Canvas serif typeface. Use it for accents, numbers, and quotes. When the Majesti Banner family is unavailable or impractical, Times New Roman is our recommended serif substitute.
  • Majesti Heavy Headline Majesti Heavy Italic Headline
  • Majesti Heavy Numbers 12345678910
Logo Usage
  • The Canvas logo consists of Canvas red (PMS 179). Whenever possible, place the logo on a light background. It’s a friendly logo, but it has a personal bubble, so always give it plenty of breathing room. Slide your eyeballs to the right, and you’ll see the minimum logo-cushioning requirements and permitted permutations.
  • If you look to the right, you’ll see the minimum logo-cushioning requirements and permitted permutations.
  • Logo Colors
  • Logo Clear Space
  • Logo Minimum Size
  • 35 px
  • Sometimes a vertically oriented logo better fits the space. Slide your eyeballs to the right to the see the acceptable vertical logo variations and cushioning rules.
  • Using the Canvas logo correctly is easy. But just to be super clear (and super brand compliant), read this quick list of things you shouldn’t do.
  • Don’t change the typeface, unless you want to suffer the eternal wrath of the lnstructure brand team. Or even if you do.
  • Don’t use the dark grey logo on a red background. It looks weird, and not in a good way.
  • Don’t place the logo on a background that doesn’t provide sufficient contrast.
  • Don’t use two different colors for the bug and the word mark (unless it’s the approved combo of red bug and dark grey mark).
  • Don’t distort the logo by scaling it disproportionately. It makes everyone uncomfy.
  • Don’t adjust the colors of or add gradients to the logo.
  • Don’t add unnecessary and terrible things such as drop shadows. outlines, or squirrel emojis.
  • do not use combinations that don’t meet AIM accessibility
  • do not mix combinations on solid backgrounds
  • do not use red on black
  • do not use filters
  • do not rotate to angles that are not 90
  • do not use colors that aren’t approved In the guidelines
  • do not use ‘by lnstructure’
  • do not use ‘by instructure’
  • do not use gradients
  • do not use word mark alone
  • do not stretch
  • do not use a stroke
  • The Canvas logo used in any way not outlined in the logo section of this guide: Dead
Tone And Messaging
  • The Canvas “voice” is the overall personality of Canvas, and it aligns with Instructure’s values: > Ownership > Relationships > Openness > Simplicity
  • The Canvas voice is always five things: Smart Convey expertise in technology and education. Use logic, data, and correct grammar. Inspiring Communicate excitement about the future of teaching and learning. Approach challenges with optimism. Helpful Anticipate questions and problems, and preemptively or quickly address them. Define niche terms. Guide people toward additional resources so they can make educated decisions. O°er educators new skills to increase their autonomy and impact. Unconventional Have a fresh take on things, and embrace humor, creativity, and fun where it fits. Don’t mimic played-out messaging. Be conversational—use contractions where you would in speech (When you are reading something that does not use contractions, it is like reading the writing of a robot). Parentheticals and afterthoughts can humanize copy. Clear Favor simple, straightforward language over industry jargon. Make dense information and challenging topics easy to understand. Be unambiguous. Give people a concrete understanding of the platform or the issue at hand; don’t hide behind abstract language.
    • Don’t go nuts on those pop culture references. Feel free to add that relevant Johnny Cash lyric, but don’t be the guys from High Fidelity.
    • Don’t use a°ectatious phrasing. ˙ Like that.
  • Bad: Developing a solid foundation of Canvas product knowledge better prepares attendees to maximize their experience during primary conference sessions. Better: Developing a solid foundation of Canvas product knowledge helps attendees get the most out of primary conference sessions.
    • Don’t use industry jargon where a clearer, more accessible word or phrase works just fine. Jargon sounds salesy, curbs emotional connection, and is often interpreted as compensation for a lack of real knowledge. Demonstrate that we value openness by not hiding behind buzzwords.
    • You can make exceptions for SEO value, but they should be the exception, not the rule.
    • Okay, yes, some industry jargon is unavoidable, and even good. “Native cloud” and “blended learning” are so ubiquitous that trying to rephrase them would smack of e°ort and/or sound out of touch.
    • Don’t rely on the word of the day. “Empower,” “enable,” and “innovate” have become so overused that they now have very little meaning or impact. Use some brainpower and see if you can find a fresh way to communicate the same idea.
  • If “voice” is the overall personality of Canvas, then “tone” is the mood. Our voice might take on di°erent tones depending on the situation. Here’s a guide to tones we use (and by extension, tones we don’t): > Knowledgeable Demonstrate knowledge, but don’t be a know-it-all. Focus on big-picture solutions over granular stats and facts. Don’t be that guy at parties who begins every sentence with the word “actually… .” > Illustrative Help educators see what’s possible with technology. Use examples, hypothetical situations, and metaphors. > Encouraging Encourage educators to try new things. Emphasize that they hold the power to create change, and that Canvas can amplify that power. > Supportive Relieve stress about using new technology. > Sincere Show that you hear and care about teachers’ challenges, namely time and resources, and their goals, namely student success. Don’t tug at their hearts and fog their minds. > Playful Use fun pop culture references, word play, and friendly winks at academic life. But don’t be childish—these are educators of kids, not actual kids. > Direct Get to your point quickly, but don’t throw introduction and transition out the door—that’s just abrasive.
Brand Values
  • The Canvas “voice” is the overall personality of Canvas, and it aligns with Instructure’s values: > Ownership > Relationships > Openness > Simplicity
  • Demonstrate that we value openness by not hiding behind buzzwords.
  • Awesomeness is kind of like an honorary, uno˛cial Canvas value—we use “awesome” to describe our platform, users, employees, partners, etc. Don’t overdo it, obviously, but if you’re looking for a single word to describe a Canvas event or a cool new feature, “awesome” might be it.
Visual Style
  • The Canvas logo consists of Canvas red (PMS 179). Whenever possible, place the logo on a light background. It’s a friendly logo, but it has a personal bubble, so always give it plenty of breathing room. Slide your eyeballs to the right, and you’ll see the minimum logo-cushioning requirements and permitted permutations.
  • Logo Colors: The Canvas logo features a red circular icon with white dots arranged in a circular pattern, followed by the word ‘CANVAS’ in bold, uppercase red letters; a similar circular icon in gray with white dots, paired with ‘CANVAS’ in bold, uppercase gray letters; a red rectangular background with white ‘CANVAS’ text and the same circular icon placed to the left of the text; a black rectangular background with white ‘CANVAS’ text and the circular icon matching the color theme, positioned to the left.
  • Gradient Background: There is an image of a person using a laptop in an indoor environment with a gradient overlay that transitions from teal on the left to purple on the right, and the ‘CANVAS’ logo is superimposed prominently in white, with the circular icon displayed to the left of the text.
  • Logo Clear Space: The top left corner of the image contains the phrase ‘Logo Clear Space’ in small, gray, capitalized font, with a light gray horizontal line above and centered. The bottom left corner references ‘Logo Minimum Size’ in the same small, gray font, with no additional graphics or elements present.
  • Logo Minimum Size: 35 px
Iconography
  • Canvas icons are a kind of micro-/sub-language. These little symbols help lustrate important concepts and actions acr0•* “C, ,I[,2branding materials. To request a Canvas icon, please contac , team: brand@instructure.com.
Layout And Composition
  • The Canvas logo consists of Canvas red (PMS 179). Whenever possible, place the logo on a light background. It’s a friendly logo, but it has a personal bubble, so always give it plenty of breathing room. Slide your eyeballs to the right, and you’ll see the minimum logo-cushioning requirements and permitted permutations.
  • If you look to the right, you’ll see the minimum logo-cushioning requirements and permitted permutations.
  • Logo Clear Space
  • Logo Minimum Size
  • 35 px
Co Branding
  • Canvas is made by Instructure, the company that helps people grow from the first day of school to the last day of work. Including the Instructure logo in Canvas collateral helps tie Canvas into the larger story of growth across the continuum of education and career.
  • When to Use the Canvas Logo + the Instructure Logo + Print collateral + Case study cover pages + One-pager footers + Slide presentation footers + Video end caps + Event branding, when possible
  • When NOT to Use the Canvas Logo + the Instructure Logo + Web banner ads + Social media images + Swag + Anywhere that space is limited and cramming two logos into it would start a fire
  • Examples + Business Cards & Email Signatures The Instructure logo should be the lead in these pieces, with the product(s) coming in second. + Presentation Templates The Instructure logo should live in the footer with the Canvas logo. The product logo should be the lead here. + Print Ad Similarly, the Instructure logo goes at the bottom of the ad. The product logo should be the lead here too.
  • This is the logo reversed. Use for all co-branded collateral.
  • PRINT COLLATERAL/ BOTH LOGOS
  • SLIDE PRESENTATION/ CO-BRANDED LOGOS ON TITLE AND END SLIDE
  • SOCIAL MEDIA IMAGES/ LIMITED SPACE -CANVAS LOGO ONLY
Printing Guidelines
  • Canvas collateral should be printed either on matte or satin paper finish on 110lb paper.
  • Matte
  • Satin
  • 110lb
  • For Canvas case studies, use 100lb Sterling Dull Book paper. You may be tempted to use some glossy paper because somehow, somewhere somebody perpetuated the idea that that’s classy or something; DON’T DO IT. Be bold and mighty forces will come to your aid.
  • Sterling
  • Dull
  • 100lb
  • Book
Canvas Proprietary Terminology
  • Canvas is more than a monolithic platform. It’s an ecosystem of solutions that our customers can buy and use in varying combinations to suit their needs. Here’s how we talk about Canvas.
  • Canvas Learning Management Platform The Canvas Learning Management Platform delivers an open, extensible learning ecosystem that allows institutions to build the digital learning environment that meets their unique challenges. Canvas simplifies teaching, elevates learning, and eliminates the headaches of supporting and growing traditional learning technologies.
  • Note: We use “Canvas” or “Canvas Learning Management Platform” to refer to the full learning management platform, which includes the following products:
  • Canvas LMS Canvas is the fastest-growing LMS in the world. Open. Adaptable. Reliable. Customizable. Easy to use. Mobile. Time-saving. Born in the cloud. And, most importantly, it gets used. Canvas LMS is the core of the Canvas platform.
  • Canvas Studio Video made smart, easy, and interactive. Canvas Studio is the next-generation online video learning platform that unmutes learning by turning one-way, passive video into inclusive, engaging, productive discussions.
  • Canvas Catalog Canvas Catalog makes course publishing and registration easy. It’s a simple, modern, and effective way to promote one’s courses and push one’s brand to new eyes.
  • Canvas Practice Canvas Practice engages learners in a continuous cycle of deliberate practice, peer feedback, and growth to create an environment where people and organizations grow together.
  • Portfolium Simplifying the assessment of student outcomes, Portfolium proves institutional value by showcasing evidence of learning while keeping students engaged along pathways that ultimately prepare them for their career.
  • MasteryConnect MasteryConnect enables data-driven instruction and personalized learning through formative (in-class) and interim assessment, curriculum planning/sequencing, and teacher collaboration.
  • In addition, Canvas customers have access to several more tools to support collaboration and interaction in order to make teaching and learning easier!
  • Canvas Network The Canvas Network offers free online courses and classes from the world’s leading universities, all focused on the continuing education and professional development of educators.
  • Canvas Commons Canvas Commons is a learning object repository that enables educators to find, import, and share resources. A digital library full of educational content, Commons allows Canvas users to easily share learning resources with other users as well as import learning resources into a Canvas course.
  • Canvas Community The most active community in education, with over 418,000 members, the Canvas Community is where everyone interested in the Canvas learning management platform can access helpful resources, share ideas, and connect with other Canvas users.
  • Canvas Free for Teacher Canvas Free for Teacher is more than a free trial. It’s a place where teachers everywhere can create an engaging online learning environment for free—and, yes, it’s free for students too.
About The Panda
  • Over the years the panda has become an unofficial lnstructure mascot. Everyone loves the panda. But the key to keeping it lovable is not overusing it. In this spirit, we’re tightening up control on when/where/by whom panda collateral is made. From now on the panda will be used only for internal marketing, CanvasCon, and lnstructureCon. If you’d like a panda piece made, please see the creative team, and keep in mind that your request may not be accepted for production. All unapproved panda materials will be seized and tossed in an incinerator.
🐛 Report