THINKCERCA

Brand Guidelines

Last edited April 2018

Hello, Thinker.

We teach critical thinking. And for us to stay successful, it’s critical (we’re thinking) that everyone speak, write, draw, and wonder aloud in the same language. That’s why we created these Guidelines. So we can all communicate about ThinkCERCA with the same passion and precision that we use to create our transformative services.

When we all follow these Guidelines, we will transform the world — into enlightened partners, and into empowered critical thinkers, too.

DESIGNER STARTER KIT

A .zip file containing logo files, typefaces, an ASE color swatch file, and a branded Sketch file

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OUR PURPOSE

Critical thinking is the catalyst for change.

When students realize the power of reason and argumentation, and possess the frame of mind to do it, everything is possible. Learners come to see that ideas are beautiful, and useful, and robust, and really fun. It’s a powerful tool that makes them better communicators, prepares them for the real world, and gives them the confidence to do and be anything they want.

It takes courage to express your thoughts. And that’s why we’re here: to spark courageous thinking in everyone. Because it’s not just about individuals grasping the power of their own minds. For society to function effectively, we need the entire populace to think critically, too.

OUR PROMISE

IT'S WHAT WE DO THAT NO ONE ELSE DOES.

We help people realize the power of their own minds, a collective power that sparks a world of courageous thinking.

HOW WE DELIVER ON THAT PROMISE.

Our research-based approach and relevant content equips 21st-century learners to take in information, think about it critically, and express their points of view effectively.

OUR PRINCIPLES

How we do everything we do.

Be Rigorous

Our methodology is ambitious. To thrive, it has to be.

Be Fierce

We are passionately committed to delivering on student outcomes, and uncompromising in our support for our partners.

Be Inclusive

We stand for equity, and believe access to quality education is right, fair, and imperative.

Be Supportive

Critical thinking is not always easy. Being helpful to those learning it, though, is.

Be Solutions-Oriented

Critical thinking is the key to solving many of the world’s problems. And we demonstrate that argumentative writing is the path to getting there.

OUR MANTRA

Spark Courageous Thinking

These three words should act as a powerful inspiration for us — and our partners.

SPARK
Good teachers can turn information into insight for their students.

COURAGEOUS
This unleashes a chain reaction of confidence and curiosity, so students are empowered to ask questions and take intellectual risks.

THINKING
Students now have a lens to ponder, consider, and analyze anything.