Official Websites
Brand Guidelines
2023
Brand Summary
Mission
- To connect every student to a world of learning.
Core Values
- accessibility
- security
- simplicity
- inclusivity
Target Audience
- Schools, educators, K-12 students, and district administrators seeking digital learning solutions.
Personality Traits
- modern
- clear
- inclusive
- trustworthy
Visual Identity Overview
- The visual identity features a bold, modern logotype using Euclid Circular B font, a primary palette centered on blue, clean layouts with clear space, and a mix of serif and sans-serif typography. The brand emphasizes clarity, accessibility, and consistency in all visual elements.
Categories
Brand Imagery
- To create the logo, the Euclid Circular B font is used with a detailed spacing between characters. This logotype is the main option and should be used whenever possible. The Clever logotype should never be hard to see or recognize. It can be as big as possible within a layout as long as it respects the margins. It should never be used more than once in the same layout. See pages 13 & 14 for information on clear space. and minimum size. See page 17 for information on color usage.
- Clever’s mark is the first letter of the name. This version of the logo was created for use on special occasions. The mark should be used sparingly and only in situations where the use of the full logotype is not advisable such as for favicons and social media icons.
- Clear space is the area surrounding the entire mark. It should be kept free of any visual elements, including text, graphics, borders, patterns and other logos. For the logotype, clear space is measured in relation to “X”, which equals the height of the letter “C”. Minimum clear space should be equal to or greater than 1X on all four sides of the mark. For the mark, clear space is measured in relation to “X”, which equals the indent between the upper and lower ends of the letter C. Minimum clear space should be equal to or greater than 2X on all four sides of the mark.
Color Palette
- These three colors are the main corporate ones. The base color is blue, and is used as the main color for the logo. Each color can be used as a background color. The logo can also be filled with white if it is used on a dark navy background. See page 20 for information on color usage.
- HEX: #1464FF RGB: 20, 100, 255 CMYK: 92, 61, 0, 0
- HEX: #FFFFFF RGB: 255, 255, 255 CMYK: 0, 0, 0, 0
- HEX: #0A1E46 RGB: 10, 30, 70 CMYK: 86, 57, 0, 73
- Complementary colors are used to fill branded shapes. Black color is used only for filling text. Light blue can be used as a background fill.
- HEX: #1C1C1C RGB: 28, 28, 28 CMYK: 0, 0, 0, 89 HEX: #DAEBFF RGB: 218, 235, 255 CMYK: 15, 8, 0, 0 HEX: #FFE478 RGB: 255, 228, 120 CMYK: 0, 11, 53, 0 HEX: #F78239 RGB: 247, 130, 57 CMYK: 0, 47, 77, 3 HEX: #4ECC97 RGB: 78, 204, 151 CMYK: 62, 0, 26, 20
- This slide shows the rules for using the logo on a colored background. The background color for the logo can be only these colors -signature blue, white, dark navy, light blue, orange and green. The logo can be filled in only two colors -corporate blue or white. On an orange and green background, the logo can only be used with a white fill.
- Other color combinations are not allowed.
- The colors shown to the right that are not crossed out, comply with WCAG AA contrast standards when used with the background color shown. All crossed-out colors DO NOT comply with WCAG AA contrast standards when used with the background color shown.
- Reference the guide to the right to ensure Clever’s branding is accessible to all.
- Background color can be dark navy or light blue. You can combine photo content with color shapes, but no more than two color shapes per layout.
- Color shape are always strictly located behind the photo. The photo covers 20-40% of the color shape.
- This color mode has two color options -white and branded blue. The number of color shapes is also limited, you can use no more than two colors.
- When using the corporate blue color, the use of colored figures is not allowed.
- The photo covers 20-40% of the color shape. The vector illustration is filled with black only. Color shapes can use any color from the palette except white, dark navy or light blue.
Typography
- ABC Arizona Mix is a soft and neat serif with humanistic character forms. Use this font only for headings and only in the specified style (Regular). To maximize the contrast between the headlines and the body copy, ABC Arizona Mix should be used at large sizes whenever possible. We recommend you use the standard character set, which has the ’a’ with the ascender.
- This font is a modern geometric sans serif and should only be used for descriptive text (Body text).
- Alignment: Typography should only ever be left-aligned. Never right-align or force-justify typography.
- Case: When setting typography, sentence case should always be used. The first word in a sentence is written with a capital letter, all subsequent words with a small letter.
- Tracking: Do not change this value in all cases
- Leading: Use the value shown in the examples on the right for specific cases.
- Display Headlines → ABC Arizona Mix - Regular, Leading = 95%, Kerning: Optical, Tracking: 0%
- Subheaders, Short Paragraphs → ABC Arizona Mix - Regular, Leading = 95%, Kerning: Auto, Tracking: 0%
- Body Copy → Messina Sans - Book, Leading = 135%, Kerning: Auto, Tracking: 0%
Logo Usage
- To create the logo, the Euclid Circular B font is used with a detailed spacing between characters. This logotype is the main option and should be used whenever possible.
- The Clever logotype should never be hard to see or recognize. It can be as big as possible within a layout as long as it respects the margins. It should never be used more than once in the same layout.
- Clever’s mark is the first letter of the name. This version of the logo was created for use on special occasions.
- The mark should be used sparingly and only in situations where the use of the full logotype is not advisable such as for favicons and social media icons.
- Clear space is the area surrounding the entire mark. It should be kept free of any visual elements, including text, graphics, borders, patterns and other logos.
- For the logotype, clear space is measured in relation to “X”, which equals the height of the letter “C”. Minimum clear space should be equal to or greater than 1X on all four sides of the mark.
- For the mark, clear space is measured in relation to “X”, which equals the indent between the upper and lower ends of the letter C. Minimum clear space should be equal to or greater than 2X on all four sides of the mark.
- The logotype lockup’s minimum size is 20 px for digital and 0.4" for print.
- Do not apply a stroke to the logotype
- Do not apply drop shadow or effects to the logotype
- Do not apply a non-brand color to the logotype
- Do not rotate the logotype
- Do not outline or create a keyline around the logotype
- Do not distort the logotype in any way
- Do not flip or alter the logotype in any way
- Do not use the logotype as a framing device for imagery
- For the logotype, clear space is measured in relation to “X”, which equals the height of the letter “C”. Minimum clear space should be equal to or greater than 1X on all four sides of the mark.
- When engaging partnerships with brands, there should always be at least 1X spacing between the two logos to maintain their integrity. No logo should be vastly larger than the other. There should be an equal visual balance.
- The base color is blue, and is used as the main color for the logo. Each color can be used as a background color. The logo can also be filled with white if it is used on a dark navy background.
- The background color for the logo can be only these colors -signature blue, white, dark navy, light blue, orange and green. The logo can be filled in only two colors -corporate blue or white. On an orange and green background, the logo can only be used with a white fill.
- Other color combinations are not allowed.
Tone And Messaging
- Category What is it: statement / positioning Clever is the platform powering digital learning for schools. from. 5 - Clever Brand Guidelines 2023 2132C #0857C3
- A brief statement of answer the “What is it?” question in its simplest
- How to use it: Externally-facing. Can be used with an adjective ahead of platform “leading, widely-used, etc.”
- Mission Statement To connect every student to a world of learning.
- What is it: Used interchangeably with a brand purpose statement, a mission statement that answers the question “What is our reason for being?”
- How to use it: This can also be used to ground a story or presentation. When focusing on what we’re investing in / doing today, grounding with a mission statement can help bring that narrative to life.
- Headline Where digital learning works. What is it: How to use it: How not to use it: A pithy statement that captures our big picture idea. Can be used as a campaign headline sentence, as this will dilute a brand essence and promise. This should never be used in its effectiveness.
- Clever company description We securely connect the data and applications that schools rely on to make digital learning work better, for everyone.
- What is it: This is the short company description that answers the question of “What does Clever do?”
- How to use it: This is an externally facing description that should be used when describing the Clever brand. Supporting content can be added, but this is how we should describe Clever.
- Clever Vision To advance education with technology that works for students everywhere. What is it: How to use it: This is an aspirational, long-term statement that explains where our mission will lead us answers the question “What are our hopes and dreams for tomorrow?” Externally-facing statement used to inspire internal and external audiences. This can be used to ground a presentation or story with what we’re focusing on in the future.
Visual Style
- To create the logo, the Euclid Circular B font is used with a detailed spacing between characters. This logotype is the main option and should be used whenever possible.
- The Clever logotype should never be hard to see or recognize. It can be as big as possible within a layout as long as it respects the margins. It should never be used more than once in the same layout.
- Clever’s mark is the first letter of the name. This version of the logo was created for use on special occasions.
- The mark should be used sparingly and only in situations where the use of the full logotype is not advisable such as for favicons and social media icons.
- Clear space is the area surrounding the entire mark. It should be kept free of any visual elements, including text, graphics, borders, patterns and other logos.
- For the logotype, clear space is measured in relation to “X”, which equals the height of the letter “C”. Minimum clear space should be equal to or greater than 1X on all four sides of the mark.
- For the mark, clear space is measured in relation to “X”, which equals the indent between the upper and lower ends of the letter C. Minimum clear space should be equal to or greater than 2X on all four sides of the mark.