Instructure

Official Websites

• https://www.instructure.com
• https://www.instructure.com/canvas
• http://www.instructure.com

Brand Guidelines

2021

Brand Summary

Mission

• We help people grow from the first day of school to the last day of work. Our goal is to amplify the power of people to grow and succeed throughout their lives by creating intuitive products that simplify learning and personal development, facilitate meaningful relationships, and inspire people to go further in their educations and careers [^1].

Core Values

• Ownership
• Relationships
• Equality
• Openness
• Simplicity

Target Audience

• Educators, learners, and professionals across educational institutions and corporations, supporting millions at more than 4,000 organizations worldwide [^2].

Personality Traits

• Purpose-Driven
• Imaginative
• Personable
• Trusted

Visual Identity Overview

• The visual identity features a clean, professional aesthetic with a multicolored diamond logo, a palette of blue, red, orange, and yellow, and a preference for plentiful white space. Photography emphasizes real users, optimism, and diversity, while typography uses Proxima Nova and Tiempos for clarity and modernity. The brand values simplicity, accessibility, and strong, human-centered imagery [^3].

Categories

Brand Voice

• The Instructure “voice” is the overall personality of Instructure. Not coincidentally, it aligns with Instructure’s company values: > Ownership > Relationships > Openness > Simplicity
• The Instructure voice is always five things: Smart Convey expertise in technology, education, and employee development. Use logic, data, research, and correct grammar. Inspiring Communicate excitement and vision about the future of lifelong learning and growth. 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. Unconventional Have a fresh take on things, and embrace humor, creativity, and fun. Don’t mimic played-out messaging. Strive for punchy headlines. Use contractions where you would in speech. Clear Favor simple, straightforward language over industry jargon. Make dense information and challenging topics easy to understand.
• Don’t use buzzwords or industry jargon where a clearer, more accessible word or phrase works just fine. Too much business-speak sounds salesy, curbs emotional connection, gets lost in the competitive shuffle, and is often interpreted as compensation for a lack of real knowledge. Corporate jargon prevents us from getting to the point and sharing information with others. Demonstrate that we value openness by not hiding behind fluffy language.
• You can make exceptions for SEO value, but they should be the exception, not the rule.
• Yes, some industry jargon is unavoidable, and even good. “Native cloud” and “SaaS” are so ubiquitous that trying to rephrase them would smack of effort and/or sound out of touch. It’s important that we know the difference.
• 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 lnstructure and its products. 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, ethnicities, ages, etc. of the millions of people lnstructure impacts from the first day of school to the last day of work.
• lnstructure is a technology company, so we show the tech side of our brand when it makes sense to, while always keeping the human aspect in mind. When taking photographs that don’t include human subjects, look for composition and perspective opportunities that are unconventional and compelling.
• • Don’t use people isolated on white backgrounds. Keep them in their education or work environment.
• • Don’t use images where the subject is looking right at the camera. 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 smile too excitedly, etc.)
• • Don’t use images featuring out-of-date technology.
• • Don’t use images that are visual puns or otherwise silly. We’re not overserious, but let’s keep it in check.
• Photos With Text Overlays: What do you do when you want a nice photo with some witty wordage on top, and you also want it to be accessible so everyone can read it? You desaturate the photo, insert a white transparency layer, and then apply one of your lovely transparencies on top.

Color Palette

• The Instructure brand has four primary (as in “main,” “dominant,” or “leading”) colors, chosen for aesthetic and accessibility purposes. They’re blue (PMS 2149), red (PMS 179) and orange (PMS 144). Make sure to artfully and appropriately employ our primary color shades to suit your application.
• Plentiful white space allows the colors to breathe and be happy. Embrace it. Use it. Love it.
• The secondary colors are for supplementary use—out-lines, buttons, divisions, illustrations, color accents. The little things. Our handy “Palette Usage” pie chart will help you determine usage frequency.
• PRIMARY COLORS
• H 287A9F R 40 G 122 B 159 PMS 2149 C
• H E72429 R 231 G 36 B 41 PMS 179 C
• H F68E20 R 246 G 142 B 32 PMS 144 C
• SECONDARY COLORS
• H 43CA9E R 67 G 202 B 158 PMS 3258 C
• H D41B5D R 212 G 27 B 93 PMS 213 C
• H 156380 R 21 G 99 B 128 PMS 7700 C
• H 39B7D7 R 57 G 183 B 215 PMS 2915 C
• H FACB13 R 250 G 203 B 19 PMS 109 C
• H 444444 R 68 G 68 B 68 PMS 446 C
• H AFAFAF R 175 G 175 B 175 PMS 421 C
• H F0F2F3 R 240 G 242 B 243 PMS 427 C
• Color gradients add dimension and variety, and they help make our site more accessible.
• 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.
• Don’t mix too many colors and gradients, causing a rainbow e˛ect.

Typography

• Proxima Nova is our primary typeface. It’s clean and modern, just like our products. When Proxima Nova is unavailable or impractical, Arial is our recommended substitute.
• Proxima Nova Extra Bold Headline Proxima Nova Extra Bold Italic
• Proxima Nova Bold Subhead
• Tiempos Headline is the Instructure serif typeface. Use it for accents, numbers, and quotes. When the Tiempos Headline family is unavailable or impractical, refer back to Proxima Nova.
• Tiempos Headline Bold Tiempos Headline Bold Italic
• Tiempos Numbers 12345678910

Logo Usage

• The Instructure logo consists of blue (PMS 2150), yellow (PMS 109), orange (PMS 144) and 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. If you look to the right, you’ll see the minimum logo-cushioning requirements and permitted permutations. The logo and wordmark should appear together whenever possible.
• 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.
• Logo Minimum Size • 55 px
• Using the lnstructure 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 use old lnstructure logos.
• Don’t place the logo on a background that doesn’t provide sufficient contrast.
• Don’t distort the logo by smashing it, scrunching it, or scaling it disproportionately.
• Don’t adjust the colors.
• Don’t drop the logo mark and use the wordmark alone.
• Don’t add unnecessary stuff such as drop shadows, outlines, or textures.
• Don’t change the alignment (vertical or horizontal) of the logo and word mark.

Tone And Messaging

• The Instructure “voice” is the overall personality of Instructure. Not coincidentally, it aligns with Instructure’s company values: > Ownership > Relationships > Openness > Simplicity
• The Instructure voice is always five things: Smart Convey expertise in technology, education, and employee development. Use logic, data, research, and correct grammar. Inspiring Communicate excitement and vision about the future of lifelong learning and growth. 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. Unconventional Have a fresh take on things, and embrace humor, creativity, and fun. Don’t mimic played-out messaging. Strive for punchy headlines. Use contractions where you would in speech. Clear Favor simple, straightforward language over industry jargon. Make dense information and challenging topics easy to understand.
• Don’t use buzzwords or industry jargon where a clearer, more accessible word or phrase works just fine. Too much business-speak sounds salesy, curbs emotional connection, gets lost in the competitive shuffle, and is often interpreted as compensation for a lack of real knowledge. Corporate jargon prevents us from getting to the point and sharing information with others. Demonstrate that we value openness by not hiding behind fluffy language.
• You can make exceptions for SEO value, but they should be the exception, not the rule.
• Yes, some industry jargon is unavoidable, and even good. “Native cloud” and “SaaS” are so ubiquitous that trying to rephrase them would smack of effort and/or sound out of touch. It’s important that we know the difference.
• 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 Instructure, then “tone” is the mood. Our voice might take on different tones depending on the situation. Here’s a guide to tones we use (and by extension, tones we don’t): > Observant Demonstrate an understanding of the industry, the business, the culture, the challenge. But don’t pander or patronize. > Knowledgeable Demonstrate knowledge, but don’t be a know-it-all. Focus on big-picture solutions over granular stats and facts. > Motivational Encourage people to learn, grow, and develop. Be a mentor, not a cheerleader > Consultative Offer solutions tailored to specific audiences, without being pushy. > Conversational Afterthoughts, parentheticals, idioms, and creative metaphors are great ways to humanize copy. > Direct Get to your point quickly, but don’t throw introduction and transition out the door—that’s just abrasive.
• Be Active Avoid using the passive voice whenever possible/prudent. > Bad: Lifelong learning and personal development are made easier with Instructure. > Better: Instructure makes lifelong learning and personal development easier.
• Be Concise Shorten and tighten up rambling sentences. (Using the active voice is often a good start.) Specifically, beware of run-on sentences. Can your one-sentence paragraph be broken up into two or more shorter, clearer sentences? > Bad: Ignatius Linebottom, who is now the director of corporate learning for Megatrode Manufacturing, was working in the role of a training coordinator at the time when administrators asked him to find an employee development platform because, among other reasons, managers and employees were having infrequent 1:1s that were not having positive effects on the company. > Better: Ignatius Linebottom, director of corporate learning at Megatrode Manufacturing, was a training coordinator when administrators asked him to find an employee development platform. At the time, managers and employees were having infrequent and ineffective 1:1s.
• Be Confident Watch out for ambiguity, vagueness, or contradiction. Avoid wishy-washy, noncommittal phrases when making claims about Instructure.
• Be Credible On the other side of the “claims about Instructure” coin: Be careful with superlatives and over-the-top self-praise. Back up claims with data, testimonials, or conceivable hypothetical scenarios when possible. Honesty and openness earn trust.
• Stay Focused In other words, stay on message. If your blog post purports to be about connecting education to career placement, then tell a focused story about that connection. It may be tempting to tangentially gush about all things Instructure, but you risk losing readers who have a particular interest in your stated topic. Unless it’s a general overview or a truly introductory piece, it doesn’t require the kitchen sink.

Brand Values

• Ownership (OWNITUDE) We’re all owners. We’re accountable for our work and our actions, and we stand behind our products and services.
• Relationships (RELATIONATION) Instructure is all about building meaningful relationships based on trust, respect, and mutual success—whether they’re peer-peer, teacher-student, manager-employee, or company-customer.
• Equality (EQUALOGY) We aspire to offer an inclusive and welcoming culture, and we believe people deserve equal access to opportunities and resources. You can’t have equality without equity.
• Openness (OPENACRACY) We’re open to new people, new ideas, and new opportunities. We strive to be collaborative in our projects, transparent about our intentions, and curious about how things work and how we can make them better.
• Simplicity (SIMPLECORE) Our software makes lifelong learning and growth easier. We strive for simplicity and ease of use in everything we do—from product design to communication to customer experience.

Visual Style

• The Instructure logo consists of blue (PMS 2150), yellow (PMS 109), orange (PMS 144) and 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. If you look to the right, you’ll see the minimum logo-cushioning requirements and permitted permutations. The logo and wordmark should appear together whenever possible.
• 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 lnstructure 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 use old lnstructure logos.
• Don’t place the logo on a background that doesn’t provide sufficient contrast.
• Don’t distort the logo by smashing it, scrunching it, or scaling it disproportionately.
• Don’t adjust the colors.
• Don’t drop the logo mark and use the wordmark alone.
• Don’t add unnecessary stuff such as drop shadows, outlines, or textures.
• Don’t change the alignment (vertical or horizontal) of the logo and word mark.
• The Instructure brand has four primary (as in “main,” “dominant,” or “leading”) colors, chosen for aesthetic and accessibility purposes. They’re blue (PMS 2149), red (PMS 179) and orange (PMS 144). Make sure to artfully and appropriately employ our primary color shades to suit your application.
• Plentiful white space allows the colors to breathe and be happy. Embrace it. Use it. Love it.
• The secondary colors are for supplementary use—out-lines, buttons, divisions, illustrations, color accents. The little things. Our handy “Palette Usage” pie chart will help you determine usage frequency.
• 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.
• Don’t mix too many colors and gradients, causing a rainbow e˛ect.
• Proxima Nova is our primary typeface. It’s clean and modern, just like our products. When Proxima Nova is unavailable or impractical, Arial is our recommended substitute.
• Tiempos Headline is the Instructure serif typeface. Use it for accents, numbers, and quotes. When the Tiempos Headline family is unavailable or impractical, refer back to Proxima Nova.
• 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 lnstructure and its products. 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, ethnicities, ages, etc. of the millions of people lnstructure impacts from the first day of school to the last day of work.
• lnstructure is a technology company, so we show the tech side of our brand when it makes sense to, while always keeping the human aspect in mind. When taking photographs that don’t include human subjects, look for composition and perspective opportunities that are unconventional and compelling.
• • Don’t use people isolated on white backgrounds. Keep them in their education or work environment.
• • Don’t use images where the subject is looking right at the camera. 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 smile too excitedly, etc.)
• • Don’t use images featuring out-of-date technology.
• • Don’t use images that are visual puns or otherwise silly. We’re not overserious, but let’s keep it in check.

Layout And Composition

• 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. If you look to the right, you’ll see the minimum logo-cushioning requirements and permitted permutations. The logo and wordmark should appear together whenever possible.
• 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.
• The minimum size version of the logo is displayed on the left, scaled to 55 pixels in height, maintaining proportion and clarity, with the same colors and fonts as in the main logo.
• Don’t place the logo on a background that doesn’t provide sufficient contrast.
• Don’t distort the logo by smashing it, scrunching it, or scaling it disproportionately.
• Don’t change the alignment (vertical or horizontal) of the logo and word mark.
• Don’t use logo on a busy background.
• Don’t stretch.
• Don’t use a stroke.
• Plentiful white space allows the colors to breathe and be happy. Embrace it. Use it. Love it.

Printing Guidelines

• Instructure collateral should be printed either on matte or satin paper finish on 110lb 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.

Panda Guidelines

• 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, lnstructureCon, and CanvasCon. 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.

Additional Properties