Frog

🔗 Connections

Sector

E learning edtech Software

Region

Guideline Year

Language

Tags

Official Websites

Brand Guidelines

2017

Brand Summary

Mission

To provide innovative, world-class educational technology that is simple, bold, and fun, making a positive impact in schools and classrooms.

Core Values

bold
fun
simple
innovative
worldclass
family

Target Audience

Schools, teachers, and students in educational settings, particularly those interested in engaging with technology in a friendly and impactful way.

Personality Traits

bold
fun
simple
innovative
friendly
confident

Visual Identity Overview

The brand uses a minimalist, cartoon-like frog icon with bold colors, primarily Frog Blue, and a clean, uncluttered aesthetic. Visuals emphasize simplicity, symmetry, and playful imagery, with consistent logo usage and a strong color palette. Typography is clear and impactful, mainly using Raleway, and illustrations feature line art and glyphs.

Categories

Brand Voice

Keep it clear and easy to understand. Avoid jargon. Our technology is awesome but our schools want to know what it means for them.
Education is serious. We take education seriously. Our communications need to be authoritative and confident.
Talking to Frog is like talking to a trusted friend. It’s informal, colloquial and warm. We talk to schools about things they care about.

Brand Imagery

Photography and images are powerful and can convey a story
Images of children and teachers in a school setting interacting with technology where appropriate
Mixture of primary and secondary

Color Palette

Typography

Our fonts are as important as the logo. They communicate our values by being simple, clear and full of impact.
- Due to font behaviour of email clients a fallback font is required to ensure consistency of visual message to recipients. Hopefully, in the future the requirement to use this font will be removed.
Print Feature text Raleway Headers Raleway Body Raleway
Digital Website Headings Raleway Body Raleway Quotes Handwritten font
Campaign Standard Feature text Raleway Headings Raleway Body Raleway
Digital Emails Headings Raleway Body Raleway Fallback font* Verdana
Digital Videos Feature text Raleway Headings Raleway Body Raleway
Campaign Special fonts For campaigns the design and marketing teams have freedom to introduce ‘guest’ fonts - these should be selected from Google Fonts where possible to ensure consistency across print and digital media.
Digital Social Media Feature text Raleway Headings Raleway Body Raleway
Family of fonts… Quote fonts can be handwritten
FONT Raleway Everything we do is part of a bigger vision to teach every Extra Bold SemiBold Medium Regular Light child as if they are the only child in the class Font used Caveat Bold
Fallback font… Verdana Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

Logo Usage

Frog head must not be smaller than 15mm
Do use on corporate communications like brochures, event stands, websites and anything for a new audience.
Do keep the logo centred – he likes his space equal on either side.
Do use a blue Frog logo on a white background. It will look silly on any other colour.
Do use a white Frog logo on any colour outlined in this document.
Do not alter the outline or sihouette of the logo it must be maintained.
Do put the Frog logo on an image… if you work in marketing or design.
Do not alter the proportions of the head or name.
For newbies that don’t recognise he is a Frog. He needs to be with his name tag.
When you know he’s a Frog. He can be used without his name tag.
Do use images with a bold colour wash if you work in design or marketing.
Do use different coloured Frog heads.
Do use lots of heads if it works – he likes the company.
Do create a stylised logo e.g. scribbles or add a hat on xmas for one off campaigns… if you work in marketing or design.

Tone And Messaging

Keep it clear and easy to understand. Avoid jargon. Our technology is awesome but our schools want to know what it means for them.
Education is serious. We take education seriously. Our communications need to be authoritative and confident.
Talking to Frog is like talking to a trusted friend. It’s informal, colloquial and warm. We talk to schools about things they care about.

Brand Values

BOLD
FUN
SIMPLE
INNOVATIVE WORLDCLASS
FAMILY

Visual Style

Frog head must not be smaller than 15mm
Do keep the logo centred – he likes his space equal on either side.
Do use a blue Frog logo on a white background. It will look silly on any other colour.
Do use a white Frog logo on any colour outlined in this document.
Do not alter the outline or sihouette of the logo it must be maintained.
Do not alter the proportions of the head or name.
Do put the Frog logo on an image… if you work in marketing or design.
Do use images with a bold colour wash if you work in design or marketing.
Do use different coloured Frog heads.
Do use lots of heads if it works – he likes the company.
Do create a stylised logo e.g. scribbles or add a hat on xmas for one off campaigns… if you work in marketing or design.
Pastel colours are weak so we stay away from them. Instead we go for maximum impact and these are the colours we use.
Remember for all corporate pieces we use the White Frog logo on a solid Frog blue background as the lead colour.
Do adjust the opacity of these colours to make things look great.
Do overlay colours and use blend modes to create beautiful artwork.
Frog Blue - our hero colour! Pantone 300 C C:100 M:44 Y:0 K:0 R:0 G:121 B:194 HEX: #0071b9
Slate Pantone 426 C C:0 M:0 Y:0 K:95 R:40 G:40 B:40 HEX: #1d1d1e
White C:0 M:0 Y:0 K:0 R:255 G:255 B:255 HEX:#ffffff
Pale Blue Pantone 801 C C:90 M:5 Y:5 K:0 R:0 G:171 B:223 HEX: #00ade2
Deep Blue Pantone 2768 C C:100 M:78 Y:0 K:44 R:0 G:45 B:106 HEX: #012d6b
Purple Pantone 2597 C C:85 M:100 Y:0 K:0 R:82 G:46 B:145 HEX: #522f91
Pink Pantone RobinRed C C:0 M:100 Y:15 K:4 R:226 G:1 B:119 HEX: #e50278
Red Pantone 200 C C:0 M:100 Y:63 K:12 R:211 G:18 B:69 HEX: #d31145
Orange Pantone 021 C C:0 M:53 Y:100 K:0 R:247 G:142 B:30 HEX: #f78f1e
Yellow Pantone 123 C C:0 M:24 Y:94 K:0 R:255 G:196 B:37 HEX: #ffc423
Green Pantone 361 C C:69 M:0 Y:100 K:0 R:84 G: 185 B:72 HEX: #50b948
All our illustrations are made up of visible lines which give a sharp, clean look. The lines can be solid, dotted or dashed. The lines can vary in weight, although the overall aesthetic impact must not become overly blocky.
Elements of the illustrations can also be filled in, though once again the illustration must retain a line based ‘feel’.
All our solutions have an icon created for them They follow the line style and are generally more developed or complex than our glyphs.
Solutions are also attributed a colour tone

Iconography

All our solutions have an icon created for them They follow the line style and are generally more developed or complex than our glyphs.
Solutions are also attributed a colour tone

Co Branding

When Frog is a co-brand such as when being used by a reseller the folowing applies:
15 mm
Frog head must not be smaller than 15mm
Do use on corporate communications like brochures, event stands, websites and anything for a new audience.
Do keep the logo centred – he likes his space equal on either side.
Do use a blue Frog logo on a white background. It will look silly on any other colour.
Do use a white Frog logo on any colour outlined in this document.
Do not alter the outline or sihouette of the logo it must be maintained.
Do put the Frog logo on an image… if you work in marketing or design.
Do not alter the proportions of the head or name.