Moodle

Official Websites

• https://moodle.com
• https://moodlecloud.com
• https://moodle.com/products/moodle-app
• https://moodle.com/products/workplace
• http://www.moodle.org
• https://moodle.org

Brand Guidelines

2023

Brand Summary

Mission

• Empowering educators to improve our world with open education technology [^1].

Core Values

• Education
• Openness
• Respect
• Integrity
• Innovation [^2]

Target Audience

• Educators, trainers, developers, service providers, partners, managers, system administrators, and learners globally [^3].

Personality Traits

• Knowledgeable
• Curious
• Approachable
• Broad-minded
• Egalitarian
• Compassionate
• Supportive
• Courteous
• Sincere
• Principled
• Creative
• Inventive
• Reflective [^4]

Visual Identity Overview

• Clean, modern, and minimalist design with geometric shapes, a vibrant color palette (orange, blue, black, gray, peach), consistent logo usage featuring a stylized ’m’ with a graduation cap, accessible typography (OpenSans, DM Serif Display), diverse and inclusive imagery, and outlined iconography [^5].

Categories

Brand Voice

• Our voice and tone are how we express ourselves.
• Our voice is who we are: it represents our personality and our principles, and it’s constant throughout the Moodle experience. Moodle’s voice is human - it’s approachable, sincere, knowledgeable and respectful.
• While we only have one voice, we have different tones that allow us to adapt our voice to different situations: different audiences, contexts, or emotional states of the people we are engaging.
• For example, our friendly voice may have a reassuring tone when a user is doing something critical like backing up data. But it can have a more playful tone when we congratulate a user for accomplishing something.
• Below are some examples of how our tone flexes in different situations:
• Press release | Public, external stakeholders, staff, media | Tone: Direct and impartial | Example: Today, Moodle announced the release of Moodle LMS 4.0 and a radically improved user experience for Moodle’s 300 million learners worldwide. Informed by an extensive discovery and consultation process…
• Social post | Team members, partners, community, potential users | Tone: Warm, friendly, engaging, conversational and informative | Example: Meet Moodle HQ in Brisbane! Will you join us at MoodleMoot Australia to improve your skills, meet the community and learn from experts?
• Blog post/ Newsletter | Team members, partners, community, potential users | Tone: Informative, helpful, conversational, educational | Example: Moodle HQ will be at ALTC to meet members of the education community face-to-face and share ideas about how our open source platform can help you achieve your goals.
• Success studies | Team members, partners, community, potential users | Tone: Engaging, inspiring, emotive | Example: The school district is part of a growing, vibrant area that traces its history back to the 1800s when the first school in Dearborn was just a simple, one-room log cabin.
• In-product copy | Users | Tone: Helpful, informative and conversational | Example: Looks like you typed the wrong site address. Check for typos and try again.
• When representing Moodle either as a team member or as part of our community, it’s essential to reflect on who Moodle is and who we aren’t. Avoid confrontation in our written, verbal, or other forms of communication.
• Who we are | Who we aren’t | Examples: Approachable | Hostile | Good: Thanks for alerting me to this project. Why don’t we have a meeting to discuss how we can support each other? Avoid: Sorry, that’s not my remit, so you’ll need to talk to someone else about that.
• Knowledgeable | Patronising | Good: Thanks for your input. We value your perspective. To explain our approach… Avoid: What you have suggested is incorrect and doesn’t reflect best practice….
• Egalitarian | Arrogant | Good: Thanks for your enquiry. Could you please answer a few short questions so I can make sure we connect you with the best representative? Avoid: Can you please tell us what your requirements are for us to determine whether we can help you.
• Sincere | Flippant | Good: Thanks for your suggestions. I had some ideas I didn’t communicate when I briefed you on this task. Can we have a quick meeting to discuss this? Avoid: Please change the colour. It doesn’t work.
• Creative | Silly | Good: 3 reasons to take the stage and make an impact at MoodleMoot Global 2022! Avoid: It’s easy to impress other Moodlers at MoodleMoot Global 2022!
• Supportive | Opposing | Good: Thanks for your query regarding delivering our Developer course in German. I will reach out to my colleagues at Moodle Academy to discuss this and get back to you in the next 48 hours with a response. Avoid: IMO, we should deliver our courses in German as we have lots of users there.
• Our content principles help us understand and reinforce our personality, tone and voice. They also help us provide a consistent experience across all our products, services output and any other way we interact with people.
• With everything we write, we aim to: • Empower our users to achieve their goals. • Guide them to make the most out of our products and services. • Educate them by giving them the exact information they need, plus opportunities to learn more. • Respect our users, their sensitivity and time by showing integrity and not patronising them.
• To achieve this, we follow these principles: Keep it simple • Write in English for a global audience, and make our content accessible to everyone. • Use short sentences and everyday words that our users understand and use. • Keep your words direct and to the point. • Avoid jargon and idioms that may be difficult to understand with no context. • Make instructions clear, actionable and concise.
• Be relevant • Communicate the correct details for a specific situation and no more. Get rid of complicated words and excess information. When we help users focus on the task at hand, they feel safe and empowered. Do: To complete this section, submit your final assignment. Don’t: You can’t complete this section until you submit your final assignment.
• Use active voice • Say ‘Teachers can set a deadline’, not ‘A deadline can be set by teachers’.
• Limit your exclamation points • When everything is exciting, nothing is exciting. We save exclamation points for key moments in the user journey; for example when we welcome them on board one of our products for the first time.
• Spell out acronyms the first time you use them. • Example: Branded Moodle App (BMA)
• Use capital letters at the beginning of sentences and for proper nouns only. • For titles, subtitles and calls to action, we use sentence case and not Title Case. Do: Read the full article Don’t: Read the Full Article
• Follow the rules of UK/Australian English • Although we have global headquarters, we default to UK/Australian spelling. Except for communications from Moodle US, which use American spelling to suit their market.
• Avoid regionally specific date formats • Do not use 13/02/2022 or 02/13/2022. To avoid confusion, write the date as 13 February 2022.
• Words and phrases to avoid We write with accessibility, inclusivity and diversity in mind. That’s why we avoid: Language that reinforces racial, ethnic or religious stereotypes, for example: • Use allowlist and denylist instead of whitelist and blacklist.
• Ableist language, for example: • Say amazing, awesome, shocking or intense instead of insane or crazy. • Say final check instead of sanity check.
• Unnecessarily gendered words, for example: • Say people or humanity instead of mankind. • Say chairperson instead of chairman.
• Figures of speech that refer to war or violence, for example: • Say try instead of take a shot. • Say near miss instead of dodged bullet.
• Use diverse examples • If you’re inventing people or situations, choose different genders and ages. Don’t stick to English names.
• Ask for a quick review • If English is not your first language and you feel unsure about the clarity of something you’re writing, reach out to a native English speaking team member for support.
• Please refer to Moodle’s content style guide for detailed information: Content style guide

Brand Imagery

• People and their use of technology play a key role in our photography library.
• Moodle’s images are bright with a natural quality and represent a diverse mix of age, gender and cultural backgrounds. They reflect a diverse range of settings education environments, learning at home or in a public setting, and a variety of workplace settings.
• When the logo is being used with the photo it is important to ensure that it is never obstructed or unreadable. It should be placed within a clean space with a high contrast.
• All photos should have a rounded edge frame that is consistent, around 3mm.
• Photos must it within a rounded corner frame where possible.
• Ensure that the MoodleMoot logo is always visible and placed within a clean space with high contrast.
• Use real-life action shots from MoodleMoot conferences to depict the overall event atmosphere. Include photos of delegates at the conference, participation at workshops and show the emotions of people networking at the event.
• If an onsite photo does not match the criteria or application then stock photos can be used as a secondary option. The style should always be as candid and natural as possible, ensuring that people are the main focus with hints of technology when needed.
• The location of the event should always be reflected in the photography, ensuring that the people are accuretly represented.

Color Palette

• Primary colours Moodle Orange #f98012 RGB - 249 128 18 CMYK - 0 61 100 0 PANTONE 158 C Moodle Blue #194866 RGB - 25 72 102 CMYK - 94 69 39 24 PANTONE 7477 C Moodle Black #282828 RGB - 40 40 40 CMYK - 71 65 64 68 PANTONE 426 C Please refer to below link for website-specific colours: Website Secondary colours Dark Grey #545454 RGB - 84 84 84 CMYK - 64 56 56 32 PANTONE Cool Grey 11 C Light Grey #8a8a8e RGB - 138 138 142 CMYK - 48 40 38 3 PANTONE Cool Grey 8 C Light Blue #65a1b3 RGB - 101 161 179 CMYK - 62 24 24 0 PANTONE 549 C Peach #fedec3 RGB - 254 222 195 CMYK - 0 14 22 0 PANTONE 473 C Bright Blue #69e0ff RGB - 105 224 255 CMYK - 46 0 2 0 PANTONE Blue 0821 C Medium Peach #ffecdb RGB - 255 236 219 CMYK - 0 7 12 0 PANTONE 474 C Accessibility • The foreground and background colours used with text must pass WCAG AA accessibility. For example - white text on Moodle orange does not pass, nor does orange text on white. • Use this website to check colour accessibility: Webaim
• Colour and type considerations are very important to legibility. • Use WebAIM contrast checker to ensure that the colour combination is accessible at AA level, for the text size you are using. (White text on Moodle orange does not pass, nor does orange text on white). • Avoid colour gradients as each section must be checked for contrast against any text. • Ensure text overlaid on imagery is readable, with high enough contrast (see below). • Don’t use colour alone to convey meaning. Use additional visuals (icons, text, graphics) alongside colour to help those who are colour-blind.
• Primary colours Moodle Orange #f98012 RGB - 249 128 18 CMYK - 0 61 100 0 PANTONE 158 C MoodleMoot Green #035759 RGB - 3 87 89 CMYK - 91 48 57 30 PANTONE P 126-16 C MoodleMoot Blue #234d59 RGB - 35 77 89 CMYK - 87 58 49 32 PANTONE 7477 C Moodle Black #282828 RGB - 40 40 40 CMYK - 71 65 64 68 PANTONE 426 C Secondary colours Dark Grey #545454 RGB - 84 84 84 CMYK - 64 56 56 32 PANTONE Cool Grey 11 C Light Grey #8a8a8e RGB - 138 138 142 CMYK - 48 40 38 3 PANTONE Cool Grey 8 C Bright Blue #69e0ff RGB - 105 224 255 CMYK - 46 0 2 0 PANTONE Blue 0821 C Bright Green 9abb50 RGB - 154 187 80 CMYK - 45 10 89 0 PANTONE P 157-15 C MoodleMoot Blue 2 #282828 RGB - 40 40 40 CMYK - 71 65 64 68 PANTONE 426 C Accessibility • The foreground and background colours used with text must pass WCAG AA accessibility. For example - white text on Moodle orange does not pass, nor does orange text on white. • Use this website to check colour accessibility: Webaim
• Workplace Blue #005a75 RGB - 0 90 117 CMYK - 94 58 38 17 Workplace light blue #0694b5 RGB - 6 148 181 CMYK - 81 26 21 0 PANTONE 632 C Workplace bright blue #4fb3d9 RGB - 79 179 217 CMYK - 63 11 7 0 PANTONE P 116-4 C Secondary colours Moodle Orange Dark Grey #f98012 #545454 RGB - 249 128 18 RGB - 84 84 84 CMYK - 0 61 100 0 CMYK - 64 56 56 32 PANTONE 158 C PANTONE Cool Grey 11 C Light Grey Moodle Black #8a8a8e #282828 RGB - 138 138 142 RGB - 40 40 40 CMYK - 48 40 38 3 CMYK - 71 65 64 68 PANTONE Cool Grey 8 C PANTONE 426 C Accessibility • The foregournd and background colours used with text must pass WCAG AA accessibility. For example - white text on Moodle orange does not pass, nor does orange text on white. • Use this website to check colour accessibility: Webaim

Typography

• The primary typeface is OpenSans and is optimised for print, web and mobile interfaces. Modern, clean, open and legible in style, its characteristics help create the visual style for our future proof brand.
• DM Serif Display Regular (promotional headlines) H1 - 60pt + Large promotional headings H2 - 30pt headings/titles
• OpenSans Font Family Regular (body copy) SemiBold (subheadings) Bold (headings) ExtraBold (main headings) H1 - 14pt heading H2 - 10 - 12pt body text
• Use font size no less than 13px (10pt).
• Use sans serif fonts for all body copy.
• Serif font (DM Serif Display) is used for promotional headlines only.
• Use document heading styles in order, starting with H1 (e.g. H1, H2).
• Avoid using capital letters unnecessarily or in blocks of text.
• Emphasise text using the strong text style, but in moderation. Avoid italics.
• Only underline text to indicate web links.
• Tungesten is the secondary typeface and can be used on call outs within social media and newsletter images as well as in nametags and attendance certificates.
• Book (body copy) SemiBold (subheadings) Bold (headings)
• Colour and type considerations are very important to legibility. Use WebAIM contrast checker to ensure that the colour combination is accessible at AA level, for the text size you are using. (White text on Moodle orange does not pass, nor does orange text on white). Avoid colour gradients as each section must be checked for contrast against any text. Ensure text overlaid on imagery is readable, with high enough contrast (see below). Don’t use colour alone to convey meaning. Use additional visuals (icons, text, graphics) alongside colour to help those who are colour-blind.
• Avoid justified text alignment (where the right side of the text aligns) as it creates rivers of white space that makes the text hard to read.
• Ensure there is sufficient white space within your document.
• Text must be able to wrap if a window is resized.
• Text should be able to be zoomed to a larger size.
• Ensure there is sufficient spacing between paragraphs and lines.
• The Academy branding must sit with the Moodle brand and use the same typography.
• The MoodleCloud branding must sit with the Moodle brand and use the same typography.
• The MoodleNet branding must sit with the Moodle brand and use the same typography.
• The Moodle Workplace branding must sit with the Moodle brand and use the same typography.

Logo Usage

• Moodle is represented as the word mark and the mortarboard.
• Primary logo - use this when possible
• Logo with tagline
• Always ensure the text is readable
• Logo for black or dark background
• Lighter grey hat has more contrast so its visible
• Reversed white version
• Use this option when placed on a orange background
• Reversed full white version
• Use this option when placed on a coloured background
• Without TM
• Only use this option when the logo is at a large scale for exhibition backdrops (1m and above).
• Left alignment
• Align your copy and other objects to the left edge of the M.
• Minimum size
• 3cm width
• To ensure optimum visibility of the logo the minimum size should be no smaller then 3cm wide.
• The following variations of the logo can be used depending on the application. These do not have TM.
• Primary icon used on white background
• Icon used on orange background
• To maintain the integrity of the brand the logo must not be used in the following ways: A. Do not reproduce the logo in solid unauthorised colours B. Do not change the typeface of the logo C. Do not rearrange parts or create compositions that are not authorised D. Do not add drop shadows or gradients E. Do not place the logo on backgrounds that are busy and make it unreadable F. Do not place a box around the logo when placed on backgrounds G. Do not squash or stretch H. Do not rotate
• If you encounter the misuse of the Moodie trademark, please report this to Moodie HQ at
• The Moodie trademark guidelines can be found here: Guidelines
• When the logo is being used with the photo it is important to ensure that it is never obstructed or unreadable. It should be placed within a clean space with a high contrast.
• As Moodle logos are “images” they do not need to conform to WCAG 2.1 AA colour contrast requirements, but they need to have sufficient size, colour and resolution for readability. Please ensure that there is an appropriate alternative text (alt=”Moodle”) in all online logo usage.

Tone And Messaging

• Our voice and tone are how we express ourselves.
• Our voice is who we are: it represents our personality and our principles, and it’s constant throughout the Moodle experience. Moodle’s voice is human - it’s approachable, sincere, knowledgeable and respectful.
• While we only have one voice, we have different tones that allow us to adapt our voice to different situations: different audiences, contexts, or emotional states of the people we are engaging.
• For example, our friendly voice may have a reassuring tone when a user is doing something critical like backing up data. But it can have a more playful tone when we congratulate a user for accomplishing something.
• Below are some examples of how our tone flexes in different situations:
• Press release: Direct and impartial
• Social post: Warm, friendly, engaging, conversational and informative
• Blog post/ Newsletter: Informative, helpful, conversational, educational
• Success studies: Engaging, inspiring, emotive
• In-product copy: Helpful, informative and conversational
• When representing Moodle either as a team member or as part of our community, it’s essential to reflect on who Moodle is and who we aren’t. Avoid confrontation in our written, verbal, or other forms of communication.
• Who we are: Approachable, Knowledgeable, Egalitarian, Sincere, Creative, Supportive
• Who we aren’t: Hostile, Patronising, Arrogant, Flippant, Silly, Opposing
• Our content principles help us understand and reinforce our personality, tone and voice. They also help us provide a consistent experience across all our products, services output and any other way we interact with people.
• With everything we write, we aim to: • Empower our users to achieve their goals. • Guide them to make the most out of our products and services. • Educate them by giving them the exact information they need, plus opportunities to learn more. • Respect our users, their sensitivity and time by showing integrity and not patronising them.
• To achieve this, we follow these principles: Keep it simple • Write in English for a global audience, and make our content accessible to everyone. • Use short sentences and everyday words that our users understand and use. • Keep your words direct and to the point. • Avoid jargon and idioms that may be difficult to understand with no context. • Make instructions clear, actionable and concise.
• Be relevant • Communicate the correct details for a specific situation and no more. Get rid of complicated words and excess information. When we help users focus on the task at hand, they feel safe and empowered.
• Use active voice • Say ‘Teachers can set a deadline’, not ‘A deadline can be set by teachers’.
• Limit your exclamation points • When everything is exciting, nothing is exciting. We save exclamation points for key moments in the user journey; for example when we welcome them on board one of our products for the first time.
• Spell out acronyms the first time you use them. • Example: Branded Moodle App (BMA)
• Use capital letters at the beginning of sentences and for proper nouns only. • For titles, subtitles and calls to action, we use sentence case and not Title Case.
• Follow the rules of UK/Australian English • Although we have global headquarters, we default to UK/Australian spelling. Except for communications from Moodle US, which use American spelling to suit their market.
• Avoid regionally specific date formats • Do not use 13/02/2022 or 02/13/2022. To avoid confusion, write the date as 13 February 2022.
• We write with accessibility, inclusivity and diversity in mind. That’s why we avoid: Language that reinforces racial, ethnic or religious stereotypes, for example: • Use allowlist and denylist instead of whitelist and blacklist.
• Ableist language, for example: • Say amazing, awesome, shocking or intense instead of insane or crazy. • Say final check instead of sanity check.
• Unnecessarily gendered words, for example: • Say people or humanity instead of mankind. • Say chairperson instead of chairman.
• Figures of speech that refer to war or violence, for example: • Say try instead of take a shot. • Say near miss instead of dodged bullet.
• Use diverse examples • If you’re inventing people or situations, choose different genders and ages. Don’t stick to English names.
• Ask for a quick review • If English is not your first language and you feel unsure about the clarity of something you’re writing, reach out to a native English speaking team member for support.
• Please refer to Moodle’s content style guide for detailed information: Content style guide
• Messaging and Positioning: With over 350 million users around the globe and translated into over 100 languages, more organisations choose Moodle to support their education and training needs than any other system in the world.
• Moodle is an open source, feature-rich, secure and scalable learning management system that integrates seamlessly with other platforms and can be customised for any teaching or training method.
• Moodle has solutions suitable for K-12, higher education, vocational training, corporates, and all types of enterprise learning. From improving teaching and student outcomes to streamlining training, onboarding, and compliance management, Moodle provides active and engaging online learning spaces.
• In choosing Moodle, our users become part of a global community of people who love our online learning platform and our values. Moodle enthusiasts from all over the world share ideas in our active community forums; develop their skills through our global learning hub, Moodle Academy, and gain access to Moodle’s Certified Integrations and over 2000 open source plugins. Plus, Moodle Certified Partners and Service Providers deliver expert advice and end-to-end support and service to suit our customers’ specific requirements.
• At Moodle, we’re on a mission to empower educators to improve our world with open source education technology.

Brand Values

• Education Education is the foundation of making the world a better place. We are always learning, improving how we learn, and helping those around us to learn and teach.
• Openness We strive to be open in our goals, tools, processes and results as much as is practical. We encourage team members and our community to communicate freely both internally and externally. We promote accessibility and embrace international cultures across all our products.
• Respect We treat everyone with respect and sensitivity, recognising the importance of their contributions: team members, customers, partners, suppliers and competitors.
• Integrity We employ the highest ethical standards, demonstrating honesty and fairness in every action we take.
• Innovation We encourage a progressive culture of data-driven experimentation and research, where entrepreneurship and prudent risk-taking are encouraged, rewarded and incorporated.
• Our values are the core Moodle beliefs and unify everything we do. Our personality is influenced by our values and describes the set of characteristics that we attribute to Moodle. Or, to put it another way, it’s how we describe Moodle as if Moodle were a person. Understanding our brand personality is essential because it helps us connect more deeply to our brand identity and fosters brand loyalty.
• Finally, our principles are a set of guiding behaviours that inform everything we do, irrespective of who we are talking to, shifting goals, strategies, activities, or the competitive market.

Visual Style

• Moodle Orange #f98012 RGB - 249 128 18 CMYK - 0 61 100 0 PANTONE 158 C
• Moodle Blue #194866 RGB - 25 72 102 CMYK - 94 69 39 24 PANTONE 7477 C
• Moodle Black #282828 RGB - 40 40 40 CMYK - 71 65 64 68 PANTONE 426 C
• Dark Grey #545454 RGB - 84 84 84 CMYK - 64 56 56 32 PANTONE Cool Grey 11 C
• Light Grey #8a8a8e RGB - 138 138 142 CMYK - 48 40 38 3 PANTONE Cool Grey 8 C
• Light Blue #65a1b3 RGB - 101 161 179 CMYK - 62 24 24 0 PANTONE 549 C
• Peach #fedec3 RGB - 254 222 195 CMYK - 0 14 22 0 PANTONE 473 C
• Bright Blue #69e0ff RGB - 105 224 255 CMYK - 46 0 2 0 PANTONE Blue 0821 C
• Medium Peach #ffecdb RGB - 255 236 219 CMYK - 0 7 12 0 PANTONE 474 C
• The foreground and background colours used with text must pass WCAG AA accessibility. For example - white text on Moodle orange does not pass, nor does orange text on white.
• Use this website to check colour accessibility: Webaim
• The primary typeface is OpenSans and is optimised for print, web and mobile interfaces. Modern, clean, open and legible in style, its characteristics help create the visual style for our future proof brand.
• DM Serif Display Regular (promotional headlines)
• H1 - 60pt + Large promotional headings
• H2 - 30pt headings/titles
• OpenSans Font Family Regular (body copy)
• SemiBold (subheadings)
• Bold (headings)
• ExtraBold (main headings)
• H1 - 14pt heading
• H2 - 10 - 12pt body text
• Use font size no less than 13px (10pt).
• Use sans serif fonts for all body copy.
• Use document heading styles in order, starting with H1 (e.g. H1, H2).
• Avoid using capital letters unnecessarily or in blocks of text.
• Emphasise text using the strong text style, but in moderation. Avoid italics.
• Only underline text to indicate web links.
• Photography People and their use of technology play a key role in our photography library.
• Moodle’s images are bright with a natural quality and represent a diverse mix of age, gender and cultural backgrounds. They reflect a diverse range of settings education environments, learning at home or in a public setting, and a variety of workplace settings.
• When the logo is being used with the photo it is important to ensure that it is never obstructed or unreadable. It should be placed within a clean space with a high contrast.
• Icons are used to highlight text blocks or as a visual representation of features. The style and colour may vary depending on application, however iconography is displayed in outline rather than solid for features.
• They can be used in a solid illustrative style when a more visual representation is required.
• The thickness of the outline is the same weight all around and the size easy to read.
• The icon is predominantly used inside a circle, however can be used without when necessary.
• When the primary solid orange feature icons are used they must be accompanied with text that tells the user the same information.
• Feature icons - primary solid orange
• Feature icons - secondary outline blue
• Stylised illustrative icons - this style can be used for a more visual representation.
• Complementary illustrations follow in the style of the iconography in outline or as solid graphics depending on the application. They use shades of the primary, secondary/complementary brand colours.
• Supporting graphic elements have a curve or rounded edge. These shapes are used in combination with other graphical elements.
• Always use contrast colours to highlight the background box of the text. The edges must be rounded
• Photos must it within a rounded corner frame where possible.
• All photos should have a rounded edge frame that is consistent
• All photos should have a rounded edge frame that is consistent, around 3mm.
• Circles are used as graphical device and can be any colour within the brand pallet. If layered on coloured backgrounds they must contrast well.
• Round circles are used as a graphical element in the background. Ensure that the colours contrast well.

Iconography

• Icons are used to highlight text blocks or as a visual representation of features. The style and colour may vary depending on application, however iconography is displayed in outline rather than solid for features.
• They can be used in a solid illustrative style when a more visual representation is required.
• The thickness of the outline is the same weight all around and the size easy to read.
• The icon is predominantly used inside a circle, however can be used without when necessary.
• When the primary solid orange feature icons are used they must be accompanied with text that tells the user the same information.
• Feature icons - primary solid orange
• Feature icons - secondary outline blue
• Stylised illustrative icons - this style can be used for a more visual representation.
• Icons are used to highlight text blocks or as a visual representation of features. The style and colour may vary depending on application, however iconography is displayed in outline rather than solid.
• The icon is predominantly used inside a circle, however can be used without when necessary (e.g. the website).
• Feature icons - primary solid Workplace light blue
• Feature icons - secondary outline Workplace blue

Layout And Composition

• Left alignment - Align your copy and other objects to the left edge of the M.
• Avoid justified text alignment (where the right side of the text aligns) as it creates rivers of white space that makes the text hard to read.
• Ensure there is sufficient white space within your document.
• Text must be able to wrap if a window is resized.
• Text should be able to be zoomed to a larger size.
• Ensure there is sufficient spacing between paragraphs and lines.
• Avoid the use of tables for layout purposes, as this causes problems for screen reader users. Use HTML and CSS instead for layout reasons.
• Content on web pages should be able to be viewed in both portrait and landscape, without any content breaking or being lost.
• Web pages should be able to be zoomed to 400% and reflow into a single column without any content breaking or being cut off. At 400% zoom, the content should not require horizontal scrolling unless it is in a data table.
• Any content that appears on focus or hover, should be dismissible without moving focus. For example, if you hover over a drop-down and it expands, you should be able to dismiss it by pressing escape, not just by moving your mouse focus.
• Ensure that the web page is optimised across all devices including desktop, mobile and tablets.
• Not more than 50% (half) of any co-branded space should consist of the Moodie certification mark.
• When co-branding with wide logo use the landscape Partner badge to the right.
• When co-branding with wide logo use the portrait Partner badge to the right.

Co Branding

• It’s important that co-branded work brings a clear offering to our customers. It’s not about displaying one logo over another but rather communicating that the partnership is collaborative and harmonious.
• There should be a clear delineation between the two organisations to avoid confusion (and alleged franchise arrangements). Partners should use the following layout when applying co-branding to various marketing materials. Essentially, not more than 50% (half) of any co-branded space should consist of the Moodie certification mark.
• When co-branding with wide logo use the landscape Partner badge to the right
• When co-branding with wide logo use the portrait Partner badge to the right
• Where a Partner wishes to leverage off Moodle’s branding by utilising similar corporate colours/ fonts used by Moodie within its trademarks, the Partner needs to be aware that upon expiry, termination or leaving the Partner Program (for whatever reason) Moodie reserves the right to demand the removal of those elements of branding.

Social Media Guidelines

• Social Media Guidelines for Social Media Account Managers.
• Moodle’s Social Media Guidelines for Social Media Account Managers is for team members responsible for Moodle’s official social media platforms. This includes members of the Moodie HQ marketing and communications team plus other Moodie team members vetted by marketing responsible for Moodie handles or social media accounts.
• Social Media Guidelines for Moodie HQ and the Community.
• For Moodie HQ and members of the community who would like to assist with promoting the Moodie brand on their private social media platforms, and those acting as Brand Ambassadors through representing Moodie at events or conferences, please review the Social Media Guidelines for Moodie HQ and the Community.

Accessibility Guidelines

• Moodle is committed to working towards the WCAG 2.1 AA accessibility across platforms and digital marketing assets. WebAIM (webaim.org) contains practical advice on how to implement WCAG 2.1 AA and can be used as a key reference.
• To check the colour contrast to ensure it meets AA accessibility use the checker below: Colour checker
• As Moodle logos are “images” they do not need to conform to WCAG 2.1 AA colour contrast requirements, but they need to have sufficient size, colour and resolution for readability. Please ensure that there is an appropriate alternative text (alt=”Moodle”) in all online logo usage.
• Moodle’s primary typeface is Open Sans (a sans serif font) which is optimised for print, web and mobile interfaces. When writing, take accessibility best practices into account, such as: • Use font size no less than 13px (10pt). • Use sans serif fonts for all body copy. • Serif font (DM Serif Display) is used for promotional headlines only. • Use document heading styles in order, starting with H1 (e.g. H1, H2, H3). • Avoid using capital letters unnecessarily or in blocks of text. If capital letters must be used it should only be for date or time abbreviations (NOV 13TH) or (8:00 UTC) or text within badges and headlines for certificates. • Emphasise text using the strong text style, but in moderation. Avoid italics. • Only underline text to indicate web links. • End every sentence or phrase with a full stop (period) or semi-colon, including items in a bulleted list, as screen readers won’t always know to pause otherwise.
• Colour and type considerations are very important to legibility. • Use WebAIM contrast checker to ensure that the colour combination is accessible at AA level, for the text size you are using. (White text on Moodle orange does not pass, nor does orange text on white). • Avoid colour gradients as each section must be checked for contrast against any text. • Ensure text overlaid on imagery is readable, with high enough contrast (see below). • Don’t use colour alone to convey meaning. Use additional visuals (icons, text, graphics) alongside colour to help those who are colour-blind.
• Avoid justified text alignment (where the right side of the text aligns) as it creates rivers of white space that makes the text hard to read.
• Ensure there is sufficient white space within your document.
• Text must be able to wrap if a window is resized.
• Text should be able to be zoomed to a larger size.
• Ensure there is sufficient spacing between paragraphs and lines.
• Ensure that the content is written in plain English, using clear and simple language.
• Put any unusual, technical or difficult to pronounce words in a glossary.
• Explain any abbreviations or acronyms in full in the first instance. E.g. Learning Management System (LMS).
• All links should open in the same window, unless the content provides contextual support (e.g. help docs). All links that do open in a new window should indicate this with text after the link saying “(opens in new window)” or with an icon with this as alternative text. E.g. Subscribe to Moodle News
• Make sure the link text is distinguishable from the body text –such as an underline the link
• If there is no secondary indicator for link text (such as an underline) and the only indication that the text is a link is a change of colour, then to meet the use of colour requirement there must be a 3:1 contrast ratio between the link text and the surrounding regular text.
• Make sure all links have descriptive names that explain where it will take the user, not ‘read more’ or ‘click here’.
• Images should be accessible and demonstrate examples of inclusivity. Feature people from various age groups and cultural backgrounds. This inclusive practice helps us connect with our entire community.
• Purely decorative images with no context or meaning should have blank alternative text (alt=””). Images that have a caption should also have blank alternative text.
• Non-decorative image should be accompanied by a concise, written description known as alternative text. Write alt text as if you were relaying the visual scene of the image to someone over the phone.
• Meaningful graphics must meet AA level colour contrast with the background. If graphics are decorative only then this does not apply.
• Icons that are communicating information to the user, which is not described in adjacent text, need to have a 3:1 colour contrast ratio with the background.
• Don’t use colour alone to convey meaning. Use additional visuals (icons, text, graphics) alongside colour to help those who are colour-blind.
• Avoid the use of tables for layout purposes, as this causes problems for screen reader users. Use HTML and CSS instead for layout reasons.
• Data tables require a proper table structure including table headers: please refer to WAI Tutorials on different table layouts:
• Content on web pages should be able to be viewed in both portrait and landscape, without any content breaking or being lost.
• Web pages should be able to be zoomed to 400% and reflow into a single column without any content breaking or being cut off. At 400% zoom, the content should not require horizontal scrolling unless it is in a data table.
• Any content that appears on focus or hover, should be dismissible without moving focus. For example, if you hover over a drop-down and it expands, you should be able to dismiss it by pressing escape, not just by moving your mouse focus.
• Ensure that the web page is optimised across all devices including desktop, mobile and tablets.
• Provide video and audio transcripts or notes, alongside closed captions or subtitles. Update automatically generated transcripts and captions to ensure accuracy.

Digital Guidelines

• The primary typeface is OpenSans and is optimised for print, web and mobile interfaces. Modern, clean, open and legible in style, its characteristics help create the visual style for our future proof brand.
• DM Serif Display Regular (promotional headlines) H1 - 60pt + Large promotional headings H2 - 30pt headings/titles
• OpenSans Font Family Regular (body copy) SemiBold (subheadings) Bold (headings) ExtraBold (main headings) H1 - 14pt heading H2 - 10 - 12pt body text
• Accessibility • Use font size no less than 13px (10pt). • Use sans serif fonts for all body copy. • Use document heading styles in order, starting with H1 (e.g. H1, H2). • Avoid using capital letters unnecessarily or in blocks of text. • Emphasise text using the strong text style, but in moderation. Avoid italics. • Only underline text to indicate web links.
• Primary colours Moodle Orange #f98012 RGB - 249 128 18 CMYK - 0 61 100 0 PANTONE 158 C Moodle Blue #194866 RGB - 25 72 102 CMYK - 94 69 39 24 PANTONE 7477 C Moodle Black #282828 RGB - 40 40 40 CMYK - 71 65 64 68 PANTONE 426 C
• Secondary colours Dark Grey #545454 RGB - 84 84 84 CMYK - 64 56 56 32 PANTONE Cool Grey 11 C Light Grey #8a8a8e RGB - 138 138 142 CMYK - 48 40 38 3 PANTONE Cool Grey 8 C Light Blue #65a1b3 RGB - 101 161 179 CMYK - 62 24 24 0 PANTONE 549 C Peach #fedec3 RGB - 254 222 195 CMYK - 0 14 22 0 PANTONE 473 C Bright Blue #69e0ff RGB - 105 224 255 CMYK - 46 0 2 0 PANTONE Blue 0821 C Medium Peach #ffecdb RGB - 255 236 219 CMYK - 0 7 12 0 PANTONE 474 C
• Accessibility • The foreground and background colours used with text must pass WCAG AA accessibility. For example - white text on Moodle orange does not pass, nor does orange text on white. • Use this website to check colour accessibility: Webaim
• Content on web pages should be able to be viewed in both portrait and landscape, without any content breaking or being lost.
• Web pages should be able to be zoomed to 400% and reflow into a single column without any content breaking or being cut off. At 400% zoom, the content should not require horizontal scrolling unless it is in a data table.
• Any content that appears on focus or hover, should be dismissible without moving focus. For example, if you hover over a drop-down and it expands, you should be able to dismiss it by pressing escape, not just by moving your mouse focus.
• Ensure that the web page is optimised across all devices including desktop, mobile and tablets.
• Provide video and audio transcripts or notes, alongside closed captions or subtitles. Update automatically generated transcripts and captions to ensure accuracy.

Print Guidelines

• The primary typeface is OpenSans and is optimised for print, web and mobile interfaces. Modern, clean, open and legible in style, its characteristics help create the visual style for our future proof brand.
• DM Serif Display Regular (promotional headlines) H1 - 60pt + Large promotional headings H2 - 30pt headings/titles
• OpenSans Font Family Regular (body copy) SemiBold (subheadings) Bold (headings) ExtraBold (main headings) H1 - 14pt heading H2 - 10 - 12pt body text
• Use font size no less than 13px (10pt).
• Use sans serif fonts for all body copy.
• Use document heading styles in order, starting with H1 (e.g. H1, H2).
• Avoid using capital letters unnecessarily or in blocks of text.
• Emphasise text using the strong text style, but in moderation. Avoid italics.
• Only underline text to indicate web links.
• All photos should have a rounded edge frame that is consistent, around 3mm.
• The foreground and background colours used with text must pass WCAG AA accessibility. For example - white text on Moodle orange does not pass, nor does orange text on white.
• Use this website to check colour accessibility: Webaim
• Circles are used as graphical device and can be any colour within the brand pallet. If layered on coloured backgrounds they must contrast well.
• Round circles are used as a graphical element in the background. Ensure that the colours contrast well.
• Always use contrast colours to highlight the background box of the text. The edges must be rounded
• Photos must fit within a rounded corner frame where possible.
• Minimum size 3cm width To ensure optimum visibility of the logo the minimum size should be no smaller then 3cm wide.
• Logo without TM Only use this option when the logo is at a large scale for exhibition backdrops (1m and above).
• To maintain the integrity of the brand the logo must not be used in the following ways: A. Do not reproduce the logo in solid unauthorised colours B. Do not change the typeface of the logo C. Do not rearrange parts or create compositions that are not authorised D. Do not add drop shadows or gradients E. Do not place the logo on backgrounds that are busy and make it unreadable F. Do not place a box around the logo when placed on backgrounds G. Do not squash or stretch H. Do not rotate

Naming Conventions

• Spell out acronyms the first time you use them.
• Example: Branded Moodle App (BMA)
• Use capital letters at the beginning of sentences and for proper nouns only.
• For titles, subtitles and calls to action, we use sentence case and not Title Case.
• Do: Read the full article
• Don’t: Read the Full Article
• Follow the rules of UK/Australian English
• Although we have global headquarters, we default to UK/Australian spelling. Except for communications from Moodle US, which use American spelling to suit their market.
• Avoid regionally specific date formats
• Do not use 13/02/2022 or 02/13/2022. To avoid confusion, write the date as 13 February 2022.
• Words and phrases to avoid We write with accessibility, inclusivity and diversity in mind. That’s why we avoid: Language that reinforces racial, ethnic or religious stereotypes, for example: • Use allowlist and denylist instead of whitelist and blacklist. Ableist language, for example: • Say amazing, awesome, shocking or intense instead of insane or crazy. • Say final check instead of sanity check. Unnecessarily gendered words, for example: • Say people or humanity instead of mankind. • Say chairperson instead of chairman. Figures of speech that refer to war or violence, for example: • Say try instead of take a shot. • Say near miss instead of dodged bullet.
• Use diverse examples • If you’re inventing people or situations, choose different genders and ages. Don’t stick to English names.
• Ask for a quick review • If English is not your first language and you feel unsure about the clarity of something you’re writing, reach out to a native English speaking team member for support.
• Please refer to Moodle’s content style guide for detailed information: Content style guide
• Explain any abbreviations or acronyms in full in the first instance. E.g. Learning Management System (LMS).

Brand Partnerships

• Moodie Certified Partners Moodie Certified Partner badges Moodie Certified Partner badge -primary horizontal Moodie Certified Partner badge -stacked Moodie Certified Partner badge -reversed white on dark background Moodie Certified Partner badge -reversed on orange background Minimum size noodle Partner CERTIFIED SERVICES PROVIDER I 1 1 1 4cm width. I I To ensure optimum visibility of the badge the minimum size should be no smaller then 4cm width.
• Moodie Premium Certified Partner badge noodle Partner PREMIUM CERTIFIED SERVICES PROVIDERM Moodie Premium Certified Partner badge -primary horizontal Moodie Premium Certified Partner badge -stacked Moodie Premium Certified Partner badge -reversed white on dark background Moodie Premium Certified Partner badge -reversed on orange background Minimum size sis Partner PREMIUM CERTIFIED SERVICES PROVIDERTM I i 4cm width. To ensure optimum visibility of the badge the minimum size should be no smaller then 4cm width.
• Incorrect use of the badge To maintain the integrity of the brand the Moodie Certified Partner and Moodie Premium Certified Partner badges must not be used in the following ways. Don’t display the badge until you’ve qualified as a Moodie Certified Partner or Moodie Premium Certified Partner. Don’t display the badge in a manner that is misleading, defamatory, infringing, disparaging, obscene, or otherwise objectionable to Moodie. Don’t use the badge in any way other than as specified in these guidelines. A. Don’t reproduce the badge in solid unauthorised colours B. Don’t change the typeface of the badge C. Don’t rearrange parts or create compositions that are not authorised D. Don’t add drop shadows or gradients E. Don’t place the badge on backgrounds that are busy F. Don’t place a box around the badge when placed on backgrounds G. Don’t remove, distort, or alter any element of the badge H. translate or localise any part of the badge Failure to comply with these instructions shall constitute a breach of the Moodie Partner Certification Agreement.
• Correct use of co-branding It’s important that co-branded work brings a clear offering to our customers. It’s not about displaying one logo over another but rather communicating that the partnership is collaborative and harmonious. There should be a clear delineation between the two organisations to avoid confusion (and alleged franchise arrangements). Partners should use the following layout when applying co-branding to various marketing materials. Essentially, not more than 50% (half) of any co-branded space should consist of the Moodie certification mark. noodle Partner CERTIFIED SERVICES PROVIDER,. When co-branding with wide logo use the landscape Partner badge to the right When co-branding with wide logo use the portrait Partner badge to the right Where a Partner wishes to leverage off Moodle’s branding by utilising similar corporate colours/ fonts used by Moodie within its trademarks, the Partner needs to be aware that upon expiry, termination or leaving the Partner Program (for whatever reason) Moodie reserves the right to demand the removal of those elements of branding.

Product Screenshots

• Screenshots using the interface of our products can either be designed within a device or layered without.
• A more illustrative approach can be used when screenshot examples do not exist.

Template Guidelines

• AII templates are available within the Template Gallery within Google documents:
• 1. Moodle document with cover page template.
• 2. Moodle document template.
• 3. Moodle board meeting agenda template.
• 4. Moodle board room minutes template.
• 5. Moodle letterhead HQ template.
• 6. Moodle letterhead Spain template.
• 7. Moodle letterhead US template.
• 8. Moodle letterhead lndia template.
• To access a template open a new document then go to file -new -from template gallery
• All templates are available within the Template Gallery within Google slides:
• 1. Moodie HQ template.
• 2. Moodie Capabilities template.
• 3. Moodie Academy template.
• 4. Moodie Workplace template.
• To access a template open a slide deck then go to file -new -from template gallery
• All templates are available within Adobe Express
• 1. Generic Moodie Facebook, Twitter and Linked In.
• 2. Generic Moodie stories.
• 3. Moodie shop.
• 4. Moodie Certified Service Providers.
• 5. Moodie Academy.
• 6. Moodie Workplace.
• 7. Moodie services.
• To access and use the templates on Adobe express, please see the instructions video below:
• All templates are available within Adobe Express:
• To access a template open a new presentation then go to file -new -from template gallery
• All templates are available within Google Drive:

2022

Brand Summary

Mission

• Empowering educators to improve our world with open education technology [^1].

Core Values

• Education
• Openness
• Respect
• Integrity
• Innovation [^2]

Target Audience

• Educators, trainers, developers, service providers, partners, managers, system administrators, and learners in the global education community [^3].

Personality Traits

• Knowledgeable
• Curious
• Approachable
• Broad-minded
• Egalitarian
• Compassionate
• Supportive
• Courteous
• Sincere
• Principled
• Creative
• Inventive
• Reflective [^4]

Visual Identity Overview

• The brand uses a modern, clean, and minimalistic visual style with geometric shapes, a diverse color palette (including Moodle Orange, Blue, Black, and secondary colors), consistent logo usage with a graduation cap motif, accessible typography (OpenSans and DM Serif Display), and imagery that reflects diversity and technology in educational settings [^5].

Categories

Brand Voice

• Our voice and tone are how we express ourselves.
• Our voice is who we are: it represents our personality and our principles, and it’s constant throughout the Moodle experience. Moodle’s voice is human - it’s approachable, sincere, knowledgeable and respectful.
• While we only have one voice, we have different tones that allow us to adapt our voice to different situations: different audiences, contexts, or emotional states of the people we are engaging.
• For example, our friendly voice may have a reassuring tone when a user is doing something critical like backing up data. But it can have a more playful tone when we congratulate a user for accomplishing something.
• Below are some examples of how our tone flexes in different situations:
• Press release | Public, external stakeholders, staff, media | Direct and impartial | Today, Moodle announced the release of Moodle LMS 4.0 and a radically improved user experience for Moodle’s 300 million learners worldwide. Informed by an extensive discovery and consultation process…
• Social post | Team members, partners, community, potential users | Warm, friendly, engaging, conversational and informative | Meet Moodle HQ in Brisbane! Will you join us at MoodleMoot Australia to improve your skills, meet the community and learn from experts?
• Blog post/ Newsletter | Team members, partners, community, potential users | Informative, helpful, conversational, educational | Moodle HQ will be at ALTC to meet members of the education community face-to-face and share ideas about how our open source platform can help you achieve your goals.
• Success studies | Team members, partners, community, potential users | Engaging, inspiring, emotive | The school district is part of a growing, vibrant area that traces its history back to the 1800s when the first school in Dearborn was just a simple, one-room log cabin.
• In-product copy | Users | Helpful, informative and conversational | Looks like you typed the wrong site address. Check for typos and try again.
• When representing Moodle either as a team member or as part of our community, it’s essential to reflect on who Moodle is and who we aren’t. Avoid confrontation in our written, verbal, or other forms of communication.
• Who we are | Who we aren’t | Examples
• Approachable | Hostile | Good: Thanks for alerting me to this project. Why don’t we have a meeting to discuss how we can support each other? Avoid: Sorry, that’s not my remit, so you’ll need to talk to someone else about that.
• Knowledgeable | Patronising | Good: Thanks for your input. We value your perspective. To explain our approach… Avoid: What you have suggested is incorrect and doesn’t reflect best practice….
• Egalitarian | Arrogant | Good: Thanks for your enquiry. Could you please answer a few short questions so I can make sure we connect you with the best representative? Avoid: Can you please tell us what your requirements are for us to determine whether we can help you.
• Sincere | Flippant | Good: Thanks for your suggestions. I had some ideas I didn’t communicate when I briefed you on this task. Can we have a quick meeting to discuss this? Avoid: Please change the colour. It doesn’t work.
• Creative | Silly | Good: 3 reasons to take the stage and make an impact at MoodleMoot Global 2022! Avoid: It’s easy to impress other Moodlers at MoodleMoot Global 2022!
• Supportive | Opposing | Good: Thanks for your query regarding delivering our Developer course in German. I will reach out to my colleagues at Moodle Academy to discuss this and get back to you in the next 48 hours with a response. Avoid: IMO, we should deliver our courses in German as we have lots of users there.
• Our content principles help us understand and reinforce our personality, tone and voice. They also help us provide a consistent experience across all our products, services output and any other way we interact with people.
• With everything we write, we aim to: • Empower our users to achieve their goals. • Guide them to make the most out of our products and services. • Educate them by giving them the exact information they need, plus opportunities to learn more. • Respect our users, their sensitivity and time by showing integrity and not patronising them.
• To achieve this, we follow these principles: Keep it simple • Write in English for a global audience, and make our content accessible to everyone. • Use short sentences and everyday words that our users understand and use. • Keep your words direct and to the point. • Avoid jargon and idioms that may be difficult to understand with no context. • Make instructions clear, actionable and concise.
• Be relevant • Communicate the correct details for a specific situation and no more. Get rid of complicated words and excess information. When we help users focus on the task at hand, they feel safe and empowered.
• Do: To complete this section, submit your final assignment. Don’t: You can’t complete this section until you submit your final assignment.
• Use active voice • Say ‘Teachers can set a deadline’, not ‘A deadline can be set by teachers’.
• Limit your exclamation points • When everything is exciting, nothing is exciting. We save exclamation points for key moments in the user journey; for example when we welcome them on board one of our products for the first time.
• Spell out acronyms the first time you use them. • Example: Branded Moodle App (BMA)
• Use capital letters at the beginning of sentences and for proper nouns only. • For titles, subtitles and calls to action, we use sentence case and not Title Case.
• Do: Read the full article Don’t: Read the Full Article
• Follow the rules of UK/Australian English • Although we have global headquarters, we default to UK/Australian spelling. Except for communications from Moodle US, which use American spelling to suit their market.
• Avoid regionally specific date formats • Do not use 13/02/2022 or 02/13/2022. To avoid confusion, write the date as 13 February 2022.
• Words and phrases to avoid We write with accessibility, inclusivity and diversity in mind. That’s why we avoid: Language that reinforces racial, ethnic or religious stereotypes, for example: • Use allowlist and denylist instead of whitelist and blacklist.
• Ableist language, for example: • Say amazing, awesome, shocking or intense instead of insane or crazy. • Say final check instead of sanity check.
• Unnecessarily gendered words, for example: • Say people or humanity instead of mankind. • Say chairperson instead of chairman.
• Figures of speech that refer to war or violence, for example: • Say try instead of take a shot. • Say near miss instead of dodged bullet.
• Use diverse examples • If you’re inventing people or situations, choose different genders and ages. Don’t stick to English names.
• Ask for a quick review • If English is not your first language and you feel unsure about the clarity of something you’re writing, reach out to a native English speaking team member for support.
• Please refer to Moodle’s content style guide for detailed information: Content style guide

Brand Imagery

• Photography People and their use of technology play a key role in our photography library. Moodle’s images are bright with a natural quality and represent a diverse mix of age, gender and cultural backgrounds. They reflect a diverse range of settings education environments, learning at home or in a public setting, and a variety of workplace settings. When the logo is being used with the photo it is important to ensure that it is never obstructed or unreadable. It should be placed within a clean space with a high contrast.
• Photos must it within a rounded corner frame where possible.
• All photos should have a rounded edge frame that is consistent
• All photos should have a rounded edge frame that is consistent, around 3mm.
• Photography -taken onsite Use real-life action shots from MoodleMoot conferences to depict the overall event atmosphere. Include photos of delegates at the conference, participation at workshops and show the emotions of people networking at the event. Ensure that the MoodleMoot logo is always visible and placed within a clean space with high contrast.
• Photography-stock If an onsite photo does not match the criteria or application then stock photos can be used as a secondary option. The style should always be as candid and natural as possible, ensuring that people are the main focus with hints of technology when needed. The location of the event should always be reflected in the photography, ensuring that the people are accuretly represented.

Color Palette

• Primary colours Moodle Orange #f98012 RGB - 249 128 18 CMYK - 0 61 100 0 PANTONE 158 C Moodle Blue #194866 RGB - 25 72 102 CMYK - 94 69 39 24 PANTONE 7477 C Moodle Black #282828 RGB - 40 40 40 CMYK - 71 65 64 68 PANTONE 426 C Please refer to below link for website-specific colours: Website Secondary colours Dark Grey #545454 RGB - 84 84 84 CMYK - 64 56 56 32 PANTONE Cool Grey 11 C Light Grey #8a8a8e RGB - 138 138 142 CMYK - 48 40 38 3 PANTONE Cool Grey 8 C Light Blue #65a1b3 RGB - 101 161 179 CMYK - 62 24 24 0 PANTONE 549 C Peach #fedec3 RGB - 254 222 195 CMYK - 0 14 22 0 PANTONE 473 C Bright Blue #69e0ff RGB - 105 224 255 CMYK - 46 0 2 0 PANTONE Blue 0821 C Medium Peach #ffecdb RGB - 255 236 219 CMYK - 0 7 12 0 PANTONE 474 C
• Accessibility • The foreground and background colours used with text must pass WCAG AA accessibility. For example - white text on Moodle orange does not pass, nor does orange text on white. • Use this website to check colour accessibility: Webaim
• Colour and type considerations are very important to legibility. • Use WebAIM contrast checker to ensure that the colour combination is accessible at AA level, for the text size you are using. (White text on Moodle orange does not pass, nor does orange text on white). • Avoid colour gradients as each section must be checked for contrast against any text. • Ensure text overlaid on imagery is readable, with high enough contrast (see below). • Don’t use colour alone to convey meaning. Use additional visuals (icons, text, graphics) alongside colour to help those who are colour-blind. Colour checker
• Colour palette The Moodle US branding must sit with the Moodle brand and use the same colours within the over arching palette.
• Colours The Academy branding must sit with the Moodle brand and use the same colours within the over arching palette.
• Colour palette The MoodleCloud branding must sit with the Moodle brand and use the same colours within the over arching palette.
• Colour palette The MoodleNet branding must sit with the Moodle brand and use the same colours within the over arching palette.
• Colours Primary colours Moodle Orange #f98012 RGB - 249 128 18 CMYK - 0 61 100 0 PANTONE 158 C MoodleMoot Green #035759 RGB - 3 87 89 CMYK - 91 48 57 30 PANTONE P 126-16 C MoodleMoot Blue #234d59 RGB - 35 77 89 CMYK - 87 58 49 32 PANTONE 7477 C Moodle Black #282828 RGB - 40 40 40 CMYK - 71 65 64 68 PANTONE 426 C Secondary colours Dark Grey #545454 RGB - 84 84 84 CMYK - 64 56 56 32 PANTONE Cool Grey 11 C Light Grey #8a8a8e RGB - 138 138 142 CMYK - 48 40 38 3 PANTONE Cool Grey 8 C Bright Blue #69e0ff RGB - 105 224 255 CMYK - 46 0 2 0 PANTONE Blue 0821 C Bright Green 9abb50 RGB - 154 187 80 CMYK - 45 10 89 0 PANTONE P 157-15 C MoodleMoot Blue 2 #282828 RGB - 40 40 40 CMYK - 71 65 64 68 PANTONE 426 C
• Colours Primary colours Workplace Blue #005a75 RGB - 0 90 117 CMYK - 94 58 38 17 Workplace light blue #0694b5 RGB - 6 148 181 CMYK - 81 26 21 0 PANTONE 632 C Workplace bright blue #4fb3d9 RGB - 79 179 217 CMYK - 63 11 7 0 PANTONE P 116-4 C Secondary colours Moodle Orange Dark Grey #f98012 #545454 RGB - 249 128 18 RGB - 84 84 84 CMYK - 0 61 100 0 CMYK - 64 56 56 32 PANTONE 158 C PANTONE Cool Grey 11 C Light Grey Moodle Black #8a8a8e #282828 RGB - 138 138 142 RGB - 40 40 40 CMYK - 48 40 38 3 CMYK - 71 65 64 68 PANTONE Cool Grey 8 C PANTONE 426 C
• Accessibility • The foregournd and background colours used with text must pass WCAG AA accessibility. For example - white text on Moodle orange does not pass, nor does orange text on white. • Use this website to check colour accessibility: Webaim

Typography

• The primary typeface is OpenSans and is optimised for print, web and mobile interfaces. Modern, clean, open and legible in style, its characteristics help create the visual style for our future proof brand.
• DM Serif Display Regular (promotional headlines) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 H1 - 60pt + Large promotional headings H2 - 30pt headings/titles
• OpenSans Font Family Regular (body copy) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 SemiBold (subheadings) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Bold (headings) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ExtraBold (main headings) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 H1 - 14pt heading H2 - 10 - 12pt body text
• Use font size no less than 13px (10pt).
• Use sans serif fonts for all body copy.
• Use document heading styles in order, starting with H1 (e.g. H1, H2).
• Avoid using capital letters unnecessarily or in blocks of text.
• Emphasise text using the strong text style, but in moderation. Avoid italics.
• Only underline text to indicate web links.
• Tungesten is the secondary typeface and can be used on call outs within social media and newsletter images as well as in nametags and attendance certificates.

Logo Usage

• Moodle is represented as the word mark and the mortarboard.
• Primary logo - use this when possible
• Always ensure the text is readable
• Logo for black or dark background
• Lighter grey hat has more contrast so its visible
• Reversed white version
• Use this option when placed on a orange background
• Reversed full white version
• Use this option when placed on a coloured background
• Without TM
• Only use this option when the logo is at a large scale for exhibition backdrops (1m and above).
• Left alignment
• Align your copy and other objects to the left edge of the M.
• Minimum size
• 3cm width
• To ensure optimum visibility of the logo the minimum size should be no smaller then 3cm wide.
• The following variations of the logo can be used depending on the application. These do not have TM.
• Primary icon used on white background
• Icon used on orange background
• To maintain the integrity of the brand the logo must not be used in the following ways: A. Do not reproduce the logo in solid unauthorised colours B. Do not change the typeface of the logo C. Do not rearrange parts or create compositions that are not authorised D. Do not add drop shadows or gradients E. Do not place the logo on backgrounds that are busy and make it unreadable F. Do not place a box around the logo when placed on backgrounds G. Do not squash or stretch H. Do not rotate

Tone And Messaging

• Our voice and tone are how we express ourselves.
• Our voice is who we are: it represents our personality and our principles, and it’s constant throughout the Moodle experience. Moodle’s voice is human - it’s approachable, sincere, knowledgeable and respectful.
• While we only have one voice, we have different tones that allow us to adapt our voice to different situations: different audiences, contexts, or emotional states of the people we are engaging.
• For example, our friendly voice may have a reassuring tone when a user is doing something critical like backing up data. But it can have a more playful tone when we congratulate a user for accomplishing something.
• Below are some examples of how our tone flexes in different situations:
• Press release: Direct and impartial. Example: Today, Moodle announced the release of Moodle LMS 4.0 and a radically improved user experience for Moodle’s 300 million learners worldwide. Informed by an extensive discovery and consultation process…
• Social post: Warm, friendly, engaging, conversational and informative. Example: Meet Moodle HQ in Brisbane! Will you join us at MoodleMoot Australia to improve your skills, meet the community and learn from experts?
• Blog post/ Newsletter: Informative, helpful, conversational, educational. Example: Moodle HQ will be at ALTC to meet members of the education community face-to-face and share ideas about how our open source platform can help you achieve your goals.
• Success studies: Engaging, inspiring, emotive. Example: The school district is part of a growing, vibrant area that traces its history back to the 1800s when the first school in Dearborn was just a simple, one-room log cabin.
• In-product copy: Helpful, informative and conversational. Example: Looks like you typed the wrong site address. Check for typos and try again.
• When representing Moodle either as a team member or as part of our community, it’s essential to reflect on who Moodle is and who we aren’t. Avoid confrontation in our written, verbal, or other forms of communication.
• Who we are: Approachable, Knowledgeable, Egalitarian, Sincere, Creative, Supportive. Who we aren’t: Hostile, Patronising, Arrogant, Flippant, Silly, Opposing.
• Good: Thanks for alerting me to this project. Why don’t we have a meeting to discuss how we can support each other? Avoid: Sorry, that’s not my remit, so you’ll need to talk to someone else about that.
• Good: Thanks for your input. We value your perspective. To explain our approach… Avoid: What you have suggested is incorrect and doesn’t reflect best practice….
• Good: Thanks for your enquiry. Could you please answer a few short questions so I can make sure we connect you with the best representative? Avoid: Can you please tell us what your requirements are for us to determine whether we can help you.
• Good: Thanks for your suggestions. I had some ideas I didn’t communicate when I briefed you on this task. Can we have a quick meeting to discuss this? Avoid: Please change the colour. It doesn’t work.
• Good: 3 reasons to take the stage and make an impact at MoodleMoot Global 2022! Avoid: It’s easy to impress other Moodlers at MoodleMoot Global 2022!
• Good: Thanks for your query regarding delivering our Developer course in German. I will reach out to my colleagues at Moodle Academy to discuss this and get back to you in the next 48 hours with a response. Avoid: IMO, we should deliver our courses in German as we have lots of users there.
• Our content principles help us understand and reinforce our personality, tone and voice. They also help us provide a consistent experience across all our products, services output and any other way we interact with people.
• With everything we write, we aim to: • Empower our users to achieve their goals. • Guide them to make the most out of our products and services. • Educate them by giving them the exact information they need, plus opportunities to learn more. • Respect our users, their sensitivity and time by showing integrity and not patronising them.
• To achieve this, we follow these principles: Keep it simple • Write in English for a global audience, and make our content accessible to everyone. • Use short sentences and everyday words that our users understand and use. • Keep your words direct and to the point. • Avoid jargon and idioms that may be difficult to understand with no context. • Make instructions clear, actionable and concise.
• Be relevant • Communicate the correct details for a specific situation and no more. Get rid of complicated words and excess information. When we help users focus on the task at hand, they feel safe and empowered.
• Do: To complete this section, submit your final assignment. Don’t: You can’t complete this section until you submit your final assignment.
• Use active voice • Say ‘Teachers can set a deadline’, not ‘A deadline can be set by teachers’.
• Limit your exclamation points • When everything is exciting, nothing is exciting. We save exclamation points for key moments in the user journey; for example when we welcome them on board one of our products for the first time.
• Spell out acronyms the first time you use them. • Example: Branded Moodle App (BMA)
• Use capital letters at the beginning of sentences and for proper nouns only. • For titles, subtitles and calls to action, we use sentence case and not Title Case.
• Do: Read the full article Don’t: Read the Full Article
• Follow the rules of UK/Australian English • Although we have global headquarters, we default to UK/Australian spelling. Except for communications from Moodle US, which use American spelling to suit their market.
• Avoid regionally specific date formats • Do not use 13/02/2022 or 02/13/2022. To avoid confusion, write the date as 13 February 2022.
• We write with accessibility, inclusivity and diversity in mind. That’s why we avoid: Language that reinforces racial, ethnic or religious stereotypes, for example: • Use allowlist and denylist instead of whitelist and blacklist.
• Ableist language, for example: • Say amazing, awesome, shocking or intense instead of insane or crazy. • Say final check instead of sanity check.
• Unnecessarily gendered words, for example: • Say people or humanity instead of mankind. • Say chairperson instead of chairman.
• Figures of speech that refer to war or violence, for example: • Say try instead of take a shot. • Say near miss instead of dodged bullet.
• Use diverse examples • If you’re inventing people or situations, choose different genders and ages. Don’t stick to English names.
• Ask for a quick review • If English is not your first language and you feel unsure about the clarity of something you’re writing, reach out to a native English speaking team member for support.
• Please refer to Moodle’s content style guide for detailed information:

Brand Values

• Education Education is the foundation of making the world a better place. We are always learning, improving how we learn, and helping those around us to learn and teach.
• Openness We strive to be open in our goals, tools, processes and results as much as is practical. We encourage team members and our community to communicate freely both internally and externally. We promote accessibility and embrace international cultures across all our products.
• Respect We treat everyone with respect and sensitivity, recognising the importance of their contributions: team members, customers, partners, suppliers and competitors.
• Integrity We employ the highest ethical standards, demonstrating honesty and fairness in every action we take.
• Innovation We encourage a progressive culture of data-driven experimentation and research, where entrepreneurship and prudent risk-taking are encouraged, rewarded and incorporated.

Visual Style

• The primary typeface is OpenSans and is optimised for print, web and mobile interfaces. Modern, clean, open and legible in style, its characteristics help create the visual style for our future proof brand.
• DM Serif Display Regular (promotional headlines) H1 - 60pt + Large promotional headings H2 - 30pt headings/titles
• OpenSans Font Family Regular (body copy) SemiBold (subheadings) Bold (headings) ExtraBold (main headings) H1 - 14pt heading H2 - 10 - 12pt body text
• Use font size no less than 13px (10pt).
• Use sans serif fonts for all body copy.
• Use document heading styles in order, starting with H1 (e.g. H1, H2).
• Avoid using capital letters unnecessarily or in blocks of text.
• Emphasise text using the strong text style, but in moderation. Avoid italics.
• Only underline text to indicate web links.
• Primary colours Moodle Orange #f98012 RGB - 249 128 18 CMYK - 0 61 100 0 PANTONE 158 C Moodle Blue #194866 RGB - 25 72 102 CMYK - 94 69 39 24 PANTONE 7477 C Moodle Black #282828 RGB - 40 40 40 CMYK - 71 65 64 68 PANTONE 426 C
• Secondary colours Dark Grey #545454 RGB - 84 84 84 CMYK - 64 56 56 32 PANTONE Cool Grey 11 C Light Grey #8a8a8e RGB - 138 138 142 CMYK - 48 40 38 3 PANTONE Cool Grey 8 C Light Blue #65a1b3 RGB - 101 161 179 CMYK - 62 24 24 0 PANTONE 549 C Peach #fedec3 RGB - 254 222 195 CMYK - 0 14 22 0 PANTONE 473 C Bright Blue #69e0ff RGB - 105 224 255 CMYK - 46 0 2 0 PANTONE Blue 0821 C Medium Peach #ffecdb RGB - 255 236 219 CMYK - 0 7 12 0 PANTONE 474 C
• The foreground and background colours used with text must pass WCAG AA accessibility. For example - white text on Moodle orange does not pass, nor does orange text on white.
• Use this website to check colour accessibility: Webaim
• Photography People and their use of technology play a key role in our photography library. Moodle’s images are bright with a natural quality and represent a diverse mix of age, gender and cultural backgrounds. They reflect a diverse range of settings education environments, learning at home or in a public setting, and a variety of workplace settings.
• When the logo is being used with the photo it is important to ensure that it is never obstructed or unreadable. It should be placed within a clean space with a high contrast.
• Icons are used to highlight text blocks or as a visual representation of features. The style and colour may vary depending on application, however iconography is displayed in outline rather than solid for features.
• They can be used in a solid illustrative style when a more visual representation is required.
• The thickness of the outline is the same weight all around and the size easy to read.
• The icon is predominantly used inside a circle, however can be used without when necessary.
• Feature icons - primary solid orange Feature icons - secondary outline blue Stylised illustrative icons - this style can be used for a more visual representation.
• Complementary illustrations follow in the style of the iconography in outline or as solid graphics depending on the application. They use shades of the primary, secondary/complementary brand colours.
• Circles are used as graphical device and can be any colour within the brand pallet. If layered on coloured backgrounds they must contrast well.
• Round circles are used as a graphical element in the background. Ensure that the colours contrast well.
• Always use contrast colours to highlight the background box of the text. The edges must be rounded
• Photos must it within a rounded corner frame where possible.
• All photos should have a rounded edge frame that is consistent, around 3mm.
• Squares are used as a complementary graphic along side photos/illustrations and content. They can be placed in whatever form best suits the format. When needed circles can also be used in the background to reflect back to the Moodie brand.
• Icons are used to highlight text blocks or as a visual representation of features. The style and colour may vary depending on application, however iconography is displayed in outline rather than solid.
• The icon is predominantly used inside a circle, however can be used without when necessary (e.g. the website).

Iconography

• Icons are used to highlight text blocks or as a visual representation of features. The style and colour may vary depending on application, however iconography is displayed in outline rather than solid for features.
• They can be used in a solid illustrative style when a more visual representation is required.
• The thickness of the outline is the same weight all around and the size easy to read.
• The icon is predominantly used inside a circle, however can be used without when necessary.
• Feature icons - primary solid orange
• Feature icons - secondary outline blue
• Stylised illustrative icons - this style can be used for a more visual representation.
• Icons are used to highlight text blocks or as a visual representation of features. The style and colour may vary depending on application, however iconography is displayed in outline rather than solid.
• The icon is predominantly used inside a circle, however can be used without when necessary (e.g. the website).
• Feature icons - primary solid Workplace light blue
• Feature icons - secondary outline Workplace blue

Layout And Composition

• Left alignment - Align your copy and other objects to the left edge of the M.
• Avoid justified text alignment (where the right side of the text aligns) as it creates rivers of white space that makes the text hard to read.
• Ensure there is sufficient white space within your document.
• Text must be able to wrap if a window is resized.
• Text should be able to be zoomed to a larger size.
• Ensure there is sufficient spacing between paragraphs and lines.
• Circles are used as graphical device and can be any colour within the brand pallet. If layered on coloured backgrounds they must contrast well.
• Round circles are used as a graphical element in the background. Ensure that the colours contrast well.
• Squares are used as a complementary graphic along side photos/illustrations and content. They can be placed in whatever form best suits the format. When needed circles can also be used in the background to reflect back to the Moodie brand.

Co Branding

• It’s important that co-branded work brings a clear offering to our customers. It’s not about displaying one logo over another but rather communicating that the partnership is collaborative and harmonious.
• There should be a clear delineation between the two organisations to avoid confusion (and alleged franchise arrangements). Partners should use the following layout when applying co-branding to various marketing materials. Essentially, not more than 50% (half) of any co-branded space should consist of the Moodie certification mark.
• When co-branding with wide logo use the landscape Partner badge to the right
• When co-branding with wide logo use the portrait Partner badge to the right
• Where a Partner wishes to leverage off Moodle’s branding by utilising similar corporate colours/ fonts used by Moodie within its trademarks, the Partner needs to be aware that upon expiry, termination or leaving the Partner Program (for whatever reason) Moodie reserves the right to demand the removal of those elements of branding.

Social Media Guidelines

• Social Media Guidelines for Social Media Account Managers.
• Moodle’s Social Media Guidelines for Social Media Account Managers is for team members responsible for Moodle’s official social media platforms. This includes members of the Moodie HQ marketing and communications team plus other Moodie team members vetted by marketing responsible for Moodie handles or social media accounts.
• Social Media Guidelines for Moodie HQ and the Community.
• For Moodie HQ and members of the community who would like to assist with promoting the Moodie brand on their private social media platforms, and those acting as Brand Ambassadors through representing Moodie at events or conferences, please review the Social Media Guidelines for Moodie HQ and the Community.
• All templates are available within Adobe Express
• 1. Generic Moodie Facebook, Twitter and Linked In.
• 2. Generic Moodie stories.
• 3. Moodie shop.
• 4. Moodie Certified Service Providers.
• 5. Moodie Academy.
• 6. Moodie Workplace.
• 7. Moodie services.
• To access and use the templates on Adobe express, please see the instructions video below:
• All templates are available within Adobe Express:

Digital Guidelines

• The foreground and background colours used with text must pass WCAG AA accessibility. For example - white text on Moodle orange does not pass, nor does orange text on white.
• Use this website to check colour accessibility: Webaim
• Use font size no less than 13px (10pt).
• Use sans serif fonts for all body copy.
• Use document heading styles in order, starting with H1 (e.g. H1, H2).
• Avoid using capital letters unnecessarily or in blocks of text.
• Emphasise text using the strong text style, but in moderation. Avoid italics.
• Only underline text to indicate web links.
• Colour and type considerations are very important to legibility.
• Use WebAIM contrast checker to ensure that the colour combination is accessible at AA level, for the text size you are using. (White text on Moodle orange does not pass, nor does orange text on white).
• Avoid colour gradients as each section must be checked for contrast against any text.
• Ensure text overlaid on imagery is readable, with high enough contrast (see below).
• Don’t use colour alone to convey meaning. Use additional visuals (icons, text, graphics) alongside colour to help those who are colour-blind.
• Avoid justified text alignment (where the right side of the text aligns) as it creates rivers of white space that makes the text hard to read.
• Ensure there is sufficient white space within your document.
• Text must be able to wrap if a window is resized.
• Text should be able to be zoomed to a larger size.
• Ensure there is sufficient spacing between paragraphs and lines.
• Ensure that the content is written in plain English, using clear and simple language.
• Put any unusual, technical or difficult to pronounce words in a glossary.
• Explain any abbreviations or acronyms in full in the first instance. E.g. Learning Management System (LMS).
• All links should open in the same window, unless the content provides contextual support (e.g. help docs). All links that do open in a new window should indicate this with text after the link saying “(opens in new window)” or with an icon with this as alternative text. E.g. Subscribe to Moodle News
• Make sure the link text is distinguishable from the body text – either underline the link or make sure there is a foreground/background colour contrast of at least 3:1.
• If there is no secondary indicator for link text (such as an underline) and the only indication that the text is a link is a change of colour, then AA level colour contrast needs to be between the link text and the surrounding regular text.
• Make sure all links have descriptive names that explain where it will take the user, not ‘read more’ or ‘click here’.
• Images should be accessible and demonstrate examples of inclusivity. Feature people from various age groups and cultural backgrounds. This inclusive practice helps us connect with our entire community.
• Purely decorative images with no context or meaning should have blank alternative text (alt=””). Images that have a caption should also have blank alternative text.
• Non-decorative image should be accompanied by a concise, written description known as alternative text. Write alt text as if you were relaying the visual scene of the image to someone over the phone.
• Meaningful graphics must meet AA level colour contrast with the background. If graphics are decorative only then this does not apply.
• Icons that are communicating information to the user, which is not described in adjacent text, need to have a 3:1 colour contrast ratio with the background.
• Avoid the use of tables for layout purposes, as this causes problems for screen reader users. Use HTML and CSS instead for layout reasons.
• Data tables require a proper table structure including table headers: please refer to WAI Tutorials on different table layouts:
• Content on web pages should be able to be viewed in both portrait and landscape, without any content breaking or being lost.
• Web pages should be able to be zoomed to 400% and reflow into a single column without any content breaking or being cut off. At 400% zoom, the content should not require horizontal scrolling unless it is in a data table.
• Any content that appears on focus or hover, should be dismissible without moving focus. For example, if you hover over a drop-down and it expands, you should be able to dismiss it by pressing escape, not just by moving your mouse focus.
• Ensure that the web page is optimised across all devices including desktop, mobile and tablets.
• Provide video and audio transcripts or notes, alongside closed captions or subtitles. Update automatically generated transcripts and captions to ensure accuracy.

Print Guidelines

• The primary typeface is OpenSans and is optimised for print, web and mobile interfaces. Modern, clean, open and legible in style, its characteristics help create the visual style for our future proof brand.
• DM Serif Display Regular (promotional headlines) H1 - 60pt + Large promotional headings H2 - 30pt headings/titles
• OpenSans Font Family Regular (body copy) SemiBold (subheadings) Bold (headings) ExtraBold (main headings) H1 - 14pt heading H2 - 10 - 12pt body text
• Use font size no less than 13px (10pt).
• Use sans serif fonts for all body copy.
• Use document heading styles in order, starting with H1 (e.g. H1, H2).
• Avoid using capital letters unnecessarily or in blocks of text.
• Emphasise text using the strong text style, but in moderation. Avoid italics.
• Only underline text to indicate web links.
• Moodle Orange #f98012 RGB - 249 128 18 CMYK - 0 61 100 0 PANTONE 158 C
• Moodle Blue #194866 RGB - 25 72 102 CMYK - 94 69 39 24 PANTONE 7477 C
• Moodle Black #282828 RGB - 40 40 40 CMYK - 71 65 64 68 PANTONE 426 C
• Dark Grey #545454 RGB - 84 84 84 CMYK - 64 56 56 32 PANTONE Cool Grey 11 C
• Light Grey #8a8a8e RGB - 138 138 142 CMYK - 48 40 38 3 PANTONE Cool Grey 8 C
• Light Blue #65a1b3 RGB - 101 161 179 CMYK - 62 24 24 0 PANTONE 549 C
• Peach #fedec3 RGB - 254 222 195 CMYK - 0 14 22 0 PANTONE 473 C
• Bright Blue #69e0ff RGB - 105 224 255 CMYK - 46 0 2 0 PANTONE Blue 0821 C
• Medium Peach #ffecdb RGB - 255 236 219 CMYK - 0 7 12 0 PANTONE 474 C
• The foreground and background colours used with text must pass WCAG AA accessibility. For example - white text on Moodle orange does not pass, nor does orange text on white.
• Use this website to check colour accessibility: Webaim

Naming Conventions

• Spell out acronyms the first time you use them.
• Example: Branded Moodle App (BMA)
• Use capital letters at the beginning of sentences and for proper nouns only.
• For titles, subtitles and calls to action, we use sentence case and not Title Case.
• Do: Read the full article
• Don’t: Read the Full Article
• Follow the rules of UK/Australian English
• Although we have global headquarters, we default to UK/Australian spelling. Except for communications from Moodle US, which use American spelling to suit their market.
• Avoid regionally specific date formats
• Do not use 13/02/2022 or 02/13/2022. To avoid confusion, write the date as 13 February 2022.
• Ask for a quick review • If English is not your first language and you feel unsure about the clarity of something you’re writing, reach out to a native English speaking team member for support.
• Please refer to Moodle’s content style guide for detailed information: Content style guide
• Put any unusual, technical or difficult to pronounce words in a glossary.
• Explain any abbreviations or acronyms in full in the first instance. E.g. Learning Management System (LMS).

Brand Partnerships

• The following section covers Moodie Certified Partners including partners identified as a: • Moodie Certified Partner • Moodie Premium Certified Partner
• Moodie Certified Partner badge -primary horizontal
• Moodie Certified Partner badge -stacked
• Moodie Certified Partner badge -reversed white on dark background
• Moodie Certified Partner badge -reversed on orange background
• Minimum size noodle Partner CERTIFIED SERVICES PROVIDER I 1 1 1 4cm width. I I To ensure optimum visibility of the badge the minimum size should be no smaller then 4cm width.
• Moodie Premium Certified Partner badge -primary horizontal
• Moodie Premium Certified Partner badge -stacked
• Moodie Premium Certified Partner badge -reversed white on dark background
• Moodie Premium Certified Partner badge -reversed on orange background
• Minimum size sis Partner PREMIUM CERTIFIED SERVICES PROVIDERTM I i 4cm width. To ensure optimum visibility of the badge the minimum size should be no smaller then 4cm width.
• To maintain the integrity of the brand the Moodie Certified Partner and Moodie Premium Certified Partner badges must not be used in the following ways. Don’t display the badge until you’ve qualified as a Moodie Certified Partner or Moodie Premium Certified Partner. Don’t display the badge in a manner that is misleading, defamatory, infringing, disparaging, obscene, or otherwise objectionable to Moodie. Don’t use the badge in any way other than as specified in these guidelines. A. Don’t reproduce the badge in solid unauthorised colours B. Don’t change the typeface of the badge C. Don’t rearrange parts or create compositions that are not authorised D. Don’t add drop shadows or gradients E. Don’t place the badge on backgrounds that are busy F. Don’t place a box around the badge when placed on backgrounds G. Don’t remove, distort, or alter any element of the badge H. translate or localise any part of the badge Failure to comply with these instructions shall constitute a breach of the Moodie Partner Certification Agreement.
• It’s important that co-branded work brings a clear offering to our customers. It’s not about displaying one logo over another but rather communicating that the partnership is collaborative and harmonious. There should be a clear delineation between the two organisations to avoid confusion (and alleged franchise arrangements). Partners should use the following layout when applying co-branding to various marketing materials. Essentially, not more than 50% (half) of any co-branded space should consist of the Moodie certification mark.
• When co-branding with wide logo use the landscape Partner badge to the right
• When co-branding with wide logo use the portrait Partner badge to the right
• Where a Partner wishes to leverage off Moodle’s branding by utilising similar corporate colours/ fonts used by Moodie within its trademarks, the Partner needs to be aware that upon expiry, termination or leaving the Partner Program (for whatever reason) Moodie reserves the right to demand the removal of those elements of branding.

Accessibility Guidelines

• Moodle is committed to working towards the WCAG 2.1 AA accessibility across platforms and digital marketing assets. WebAIM (webaim.org) contains practical advice on how to implement WCAG 2.1 AA and can be used as a key reference.
• To check the colour contrast to ensure it meets AA accessibility use the checker below: Colour checker
• As Moodle logos are “images” they do not need to conform to WCAG 2.1 AA colour contrast requirements, but they need to have sufficient size, colour and resolution for readability. Please ensure that there is an appropriate alternative text (alt=”Moodle”) in all online logo usage.
• Moodle’s primary typeface is Open Sans (a sans serif font) which is optimised for print, web and mobile interfaces. When writing, take accessibility best practices into account, such as: • Use font size no less than 13px (10pt). • Use sans serif fonts for all body copy. • Serif font (DM Serif Display) is used for promotional headlines only. • Use document heading styles in order, starting with H1 (e.g. H1, H2, H3). • Avoid using capital letters unnecessarily or in blocks of text. If capital letters must be used it should only be for date or time abbreviations (NOV 13TH) or (8:00 UTC) or text within badges and headlines for certificates. • Emphasise text using the strong text style, but in moderation. Avoid italics. • Only underline text to indicate web links. • End every sentence or phrase with a full stop (period) or semi-colon, including items in a bulleted list, as screen readers won’t always know to pause otherwise.
• Colour and type considerations are very important to legibility. • Use WebAIM contrast checker to ensure that the colour combination is accessible at AA level, for the text size you are using. (White text on Moodle orange does not pass, nor does orange text on white). • Avoid colour gradients as each section must be checked for contrast against any text. • Ensure text overlaid on imagery is readable, with high enough contrast (see below). • Don’t use colour alone to convey meaning. Use additional visuals (icons, text, graphics) alongside colour to help those who are colour-blind.
• Avoid justified text alignment (where the right side of the text aligns) as it creates rivers of white space that makes the text hard to read. • Ensure there is sufficient white space within your document. • Text must be able to wrap if a window is resized. • Text should be able to be zoomed to a larger size. • Ensure there is sufficient spacing between paragraphs and lines. • Ensure that the content is written in plain English, using clear and simple language. • Put any unusual, technical or difficult to pronounce words in a glossary. • Explain any abbreviations or acronyms in full in the first instance. E.g. Learning Management System (LMS).
• All links should open in the same window, unless the content provides contextual support (e.g. help docs). All links that do open in a new window should indicate this with text after the link saying “(opens in new window)” or with an icon with this as alternative text. E.g. Subscribe to Moodle News • Make sure the link text is distinguishable from the body text – either underline the link or make sure there is a foreground/background colour contrast of at least 3:1. • If there is no secondary indicator for link text (such as an underline) and the only indication that the text is a link is a change of colour, then AA level colour contrast needs to be between the link text and the surrounding regular text. • Make sure all links have descriptive names that explain where it will take the user, not ‘read more’ or ‘click here’.
• Images should be accessible and demonstrate examples of inclusivity. Feature people from various age groups and cultural backgrounds. This inclusive practice helps us connect with our entire community. Key ways to make images accessible: • Purely decorative images with no context or meaning should have blank alternative text (alt=””). Images that have a caption should also have blank alternative text. • Non-decorative image should be accompanied by a concise, written description known as alternative text. Write alt text as if you were relaying the visual scene of the image to someone over the phone. • Meaningful graphics must meet AA level colour contrast with the background. If graphics are decorative only then this does not apply. • Icons that are communicating information to the user, which is not described in adjacent text, need to have a 3:1 colour contrast ratio with the background. • Don’t use colour alone to convey meaning. Use additional visuals (icons, text, graphics) alongside colour to help those who are colour-blind.
• Avoid the use of tables for layout purposes, as this causes problems for screen reader users. Use HTML and CSS instead for layout reasons. • Data tables require a proper table structure including table headers: please refer to WAI Tutorials on different table layouts:
• Content on web pages should be able to be viewed in both portrait and landscape, without any content breaking or being lost. • Web pages should be able to be zoomed to 400% and reflow into a single column without any content breaking or being cut off. At 400% zoom, the content should not require horizontal scrolling unless it is in a data table. • Any content that appears on focus or hover, should be dismissible without moving focus. For example, if you hover over a drop-down and it expands, you should be able to dismiss it by pressing escape, not just by moving your mouse focus. • Ensure that the web page is optimised across all devices including desktop, mobile and tablets.
• Provide video and audio transcripts or notes, alongside closed captions or subtitles. Update automatically generated transcripts and captions to ensure accuracy.
• The foreground and background colours used with text must pass WCAG AA accessibility. For example - white text on Moodle orange does not pass, nor does orange text on white.
• Use this website to check colour accessibility: Webaim
• Use font size no less than 13px (10pt).
• Use sans serif fonts for all body copy.
• Use document heading styles in order, starting with H1 (e.g. H1, H2).
• Avoid using capital letters unnecessarily or in blocks of text.
• Emphasise text using the strong text style, but in moderation. Avoid italics.
• Only underline text to indicate web links.

Product Screenshots

• Screenshots using the interface of our products can either be designed within a device or layered without.
• A more illustrative approach can be used when screenshot examples do not exist.

Template Guidelines

• AII templates are available within the Template Gallery within Google documents:
• 1. Moodle document with cover page template.
• 2. Moodle document template.
• 3. Moodle board meeting agenda template.
• 4. Moodle board room minutes template.
• 5. Moodle letterhead HQ template.
• 6. Moodle letterhead Spain template.
• 7. Moodle letterhead US template.
• 8. Moodle letterhead lndia template.
• To access a template open a new document then go to file -new -from template gallery
• All templates are available within the Template Gallery within Google slides:
• 1. Moodie HQ template.
• 2. Moodie Capabilities template.
• 3. Moodie Academy template.
• 4. Moodie Workplace template.
• To access a template open a slide deck then go to file -new -from template gallery
• All templates are available within Adobe Express
• 1. Generic Moodie Facebook, Twitter and Linked In.
• 2. Generic Moodie stories.
• 3. Moodie shop.
• 4. Moodie Certified Service Providers.
• 5. Moodie Academy.
• 6. Moodie Workplace.
• 7. Moodie services.
• To access and use the templates on Adobe express, please see the instructions video below:
• All templates are available within Adobe Express:
• To access a template open a new presentation then go to file -new -from template gallery
• All templates are available within Google Drive:

2019

Brand Summary

Mission

• Moodle values education above all else and innovates with integrity, respect, and openness to help improve the world for future generations. It creates innovative software and services to support education processes using open collaboration with its community of educators, developers, and researchers to improve the quality and efficiency of education globally [^1].

Core Values

• Education
• Openness
• Respect
• Integrity
• Innovation

Target Audience

• Educators, developers, researchers, learners, administrators, and organizations seeking scalable, flexible, and cost-effective open-source solutions for education and training needs worldwide [^2].

Personality Traits

• Smart
• Friendly
• Enthusiastic
• Passionate
• Caring
• Sincere

Visual Identity Overview

• The visual identity features vibrant orange as a primary color, complemented by charcoal and secondary colors. The logo includes a word mark with a graduation cap, symbolizing education. The brand uses modern, clean typography (OpenSans), bright and diverse photography, outline iconography in orange, and rounded graphic elements to create a personable and approachable style [^3].

Categories

Brand Voice

• Our tone of voice is the way in which we write and speak, what we say and how we say it. Moodle’s voice is human - it’s familiar, friendly and respectful. To the right are some examples of tone that we use for various types of writing:
• Press release: Direct and impartial
• Social post: Warm, friendly, engaging, conversational and informative.
• Blog Post Newsletter: Informative, helpful, conversational, educational
• Case studies: Engaging, inspiring, emotive
• Our communications are engaging and interesting, reflecting our open and intelligent personality.
• 1. Use active voice We write in active voice. In active voice the sentence’s subject is clearly the actor. For example, Moodle won first place’ is active while ‘first place was won by Moodle’ is passive. Using personal pronouns such as ‘you’ and ‘we’ will help you write in active voice.
• 2. Inject descriptive language Using descriptive adjectives and verbs is a simple technique for injecting richer meaning and greater energy into your writing.
• 3. Be positive Always write about what things are rather than what they are not. To help, try avoiding statements that start with ‘don’t’ or ‘not’ and the words ‘just’ and ‘only’.
• 4. Write for each audience The meaning of our communications should always be accessible by our audience. As your audience changes, so should your writing. Keep your words direct and to the point; cut down on any excess and avoid artificially lofty language. If you want to emphasise a particular point, try a shorter sentence.
• 5. Be consistent Being consistent helps build a strong brand, and helps build strong trust too.
• The table below provides an overview of our values and themes. When you are producing Moodle communications material, use this table to guide your messaging.
• What we are: Collaboration for social gain, Positive, Engaging, Friendly, Fun, Educational, Socially and morally driven What we’re not: Individual contribution for personal gain, Sombre or negative, Generic, Aggressive, Silly, Patronising, Profit going to a few individuals

Brand Imagery

• People and the use of technology play a key role in our photography style.
• People images should be bright with a natural quality to them using a diverse mix of individuals.
• For technology images, please try and photoshop either an orange background with the ’m’ or use an actual device screen of Moodie.
• Photos with a subtle hue of orange also work well.
• When the logo is being used with the photo it is important to ensure that it is never obstructed or unreadable. It should be placed within a clean space with a high contrast.

Color Palette

• The Moodle orange is one of the recognisable assets in the Moodle visual identity. Orange is vibrant and energetic - and the Moodle brand is representative of a dynamic and bold community, driven forward by a vibrant team. In our brand communication, orange must be represented to reinforce the Moodle difference.
• Primary Colours Moodle Orange #f98012 RGB - 249 128 18 CMYK - 0 61 100 0 PANTONE 158 C Moodle Charcoal #686566 RGB - 104 101 102 CMYK - 49 43 41 33 PANTONE Cool Gray 10 C Headline Extra Dark #282828 RGB - 40 40 40 CMYK - 71 64 64 68 PANTONE 426 C
• Secondary Colours The secondary colours are introduced to enhance the visual brand world. They provide a natural palette to completely the bold orange and charcoal of the primary colours. Light Blue #7ac2d6 RGB -122 194 214 CMYK - 50 7 12 0 PANTONE 630 C Light Green #9cbd50 RGB - 156 189 80 CMYK - 44 9 88 0 PANTONE 367 C Blue #239cae RGB - 35 156 174 CMYK - 77 20 28 1 PANTONE 7689 C Green #2ca14f RGB - 44 161 79 CMYK - 80 11 94 1 PANTONE 7739 C Dark Blue #005a75 RGB - 0 90 117 CMYK - 100 41 28 33 PANTONE 7470 C Dark Green #316d5e RGB - 49 109 94 CMYK - 74 26 57 34 PANTONE 555 C

Typography

• The primary typeface is OpenSans and is optimised for print, web and mobile interfaces. Modern, clean, open and legible in style, its characteristics help create the visual style for our future proof brand.
• OpenSans Font Family
• Regular (body copy)
• SemiBold (subheadings)
• Bold (headings)
• ExtraBold (main headings)

Logo Usage

• Moodie is represented as the word mark and the mortarboard, representing completing education with this graduation cap.
• Primary logo -use this when possible
• Exclusion zone The ’exclusion zone’ refers to the area around the logo which must remain free from other copy to ensure that the logo is not obscured. As the diagram indicates, the ’exclusion zone’ is equal to that of the one half of the height of the logo.
• Logo with stapline -Always ensure the text is readable
• Single colour dark grey #282828 -Use this option when placed on a busy background
• Reversed white version -Use this option when placed on a coloured background
• To maintain the integrity of the brand the logo must not be used in the following ways: A. Do not reproduce the logo in solid unauthorised colours B. Do not change the typeface of the logo C. Do not rearrange parts or create compositions that are not authorised D. Do not add drop shadows or gradients E. Do not place the logo on backgrounds that are busy and make it unreadable F. Do not place a box around the logo when placed on backgrounds G. Do not squash or stretch H. Do not rotate

Tone And Messaging

• Our tone of voice is the way in which we write and speak, what we say and how we say it. Moodle’s voice is human - it’s familiar, friendly and respectful. To the right are some examples of tone that we use for various types of writing:
• Press release: Direct and impartial
• Social post: Warm, friendly, engaging, conversational and informative.
• Blog Post Newsletter: Informative, helpful, conversational, educational
• Case studies: Engaging, inspiring, emotive
• Our communications are engaging and interesting, reflecting our open and intelligent personality.
• 1. Use active voice We write in active voice. In active voice the sentence’s subject is clearly the actor. For example, Moodle won first place’ is active while ‘first place was won by Moodle’ is passive. Using personal pronouns such as ‘you’ and ‘we’ will help you write in active voice.
• 2. Inject descriptive language Using descriptive adjectives and verbs is a simple technique for injecting richer meaning and greater energy into your writing.
• 3. Be positive Always write about what things are rather than what they are not. To help, try avoiding statements that start with ‘don’t’ or ‘not’ and the words ‘just’ and ‘only’.
• 4. Write for each audience The meaning of our communications should always be accessible by our audience. As your audience changes, so should your writing. Keep your words direct and to the point; cut down on any excess and avoid artificially lofty language. If you want to emphasise a particular point, try a shorter sentence.
• 5. Be consistent Being consistent helps build a strong brand, and helps build strong trust too.
• The table below provides an overview of our values and themes. When you are producing Moodle communications material, use this table to guide your messaging.
• What we are: Collaboration for social gain, Positive, Engaging, Friendly, Fun, Educational, Socially and morally driven What we’re not: Individual contribution for personal gain, Sombre or negative, Generic, Aggressive, Silly, Patronising, Profit going to a few individuals

Brand Values

• Education We understand that education is the foundation of making the world a better place. We are always learning, improving how we learn, and helping those around us to learn and teach.
• Openness We strive to be open in our goals, our tools, our processes and our results, encouraging everyone to communicate freely and inclusively. We promote accessibility and embrace international cultures across all our products.
• Respect We treat everyone with respect and sensitivity, recognising the importance of their contributions: team members, community, customers, partners, suppliers and competitors.
• Integrity We hold ourselves to the the highest ethical standards, demonstrating honesty and fairness in every action that we take.
• Innovation We encourage a progressive culture of data driven experimentation and research, where entrepreneurship and prudent risk taking are encouraged, rewarded and incorporated.

Visual Style

• The ’exclusion zone’ refers to the area around the logo which must remain free from other copy to ensure that the logo is not obscured. As the diagram indicates, the ’exclusion zone’ is equal to that of the one half of the height of the logo.
• Logo with stapline -Always ensure the text is readable
• Single colour dark grey #282828 -Use this option when placed on a busy background
• Reversed white version -Use this option when placed on a coloured background

Iconography

• Icons should be used with text or as a visual representation of features. The style and colour may vary depending on application, however it should always be an outline and never solid.
• The thickness of the outline should be the same weight all around and the size should always be easy to read.
• The icon should predominantly be used inside a circle, however can be used without when necessary (e.g. the website).
• The icons should only ever use one colour (Moodle orange).

Layout And Composition

• Primary logo - use this when possible
• Exclusion zone The ’exclusion zone’ refers to the area around the logo which must remain free from other copy to ensure that the logo is not obscured. As the diagram indicates, the ’exclusion zone’ is equal to that of the one half of the height of the logo.
• Logo with stapline -Always ensure the text is readable
• Single colour dark grey #282828 -Use this option when placed on a busy background
• Reversed white version -Use this option when placed on a coloured background
• Left alignment - Align your copy and other objects to the left edge of the M.

Trademark

• The word “Moodle” is trademarked in many countries around the world to protect the reputation and integrity of the brand.
• “Moodle Partner” is a certification mark owned by Moodle. The use of this logo is restricted to certified Moodle Partners only.
• Allowed uses of “Moodle”: • Referring to the software or the Moodle project. • Describing your own Moodle implementation (including within corporate settings). • Describing a Moodle-based community hub. • Describing some software you’ve made that integrates with Moodle (e.g. a Moodle integration feature on another system).
• Restricted uses of “Moodle”: • The name of your software (including Mobile apps) • Your company name • Your domain name • Advertising-related keywords (such as Adsense) • To describe services around Moodle (such as hosting, training, support, consulting, course creation services, theme development, customisation, installation, integration and certification). This applies even if you do not charge for the services. Note that usually only Moodle Partners have this permission.
• When using our brand materials, please include the statement “Moodle and the Moodle logo are trademarks of Moodle Pty Ltd.”
• Our Trademark Policy is available on moodle.com/trademarks.
• If you encounter the misuse of the Moodle trademark, please report this to Moodle at support@moodle.com.

Partner Activities

• Our Partners operate as an extension of Moodie HQ and provide local services and support which are distinctive to each region.
• Primary Partner logo -Stacked -use this when possible in narrow spaces
• Exclusion zone The ’exclusion zone’ refers to the area around the logo which must remain free from other copy to ensurethatthelogois not obscured. As the diagram indicates, the ’exclusion zone’ is equal to that of the one half of the height of the logo.
• Primary Partner logo -Landscape -use this when possible in wide spaces
• Exclusion zone The ’exclusion zone’ refers to the area around the logo which must remain free from other copy to ensure that the logo is not obscured. As the diagram indicates, the ’exclusion zone’ is equal to that of the one halfof the height of the logo.
• Reversed white version stacked -Use this option when placed on a dark background
• Reversed white version landscape -Use this option when placed on a dark background
• To maintain the integrity of the brand the partner logo must not be used in the following ways: A. Do not reproduce the logo in solid unauthorised colours B. Do not change the typeface of the logo C. Do not rearrange parts or create compositions that are not authorised D. Do not add drop shadows or gradients E. Do not place the logo on backgrounds that are busy and make it unreadable F. Do not place a box around the logo when placed on backgrounds G. Do not squash or stretch H. Do not rotate
• When our MoodlePartner logo is placed with a partners logo the following options must be used.
• When co-branding with wide logo use the landscape Partner logo to the right
• When co-branding with wide logo use the portrait Partner logo to the right

Additional Properties