EXPRESSION

How we look to the world.

Our visual identity is a huge asset. Like at any company, it demands the thoughtful stewardship of every employee, partner, and contractor.

We worked hard to create it. We now have to work just as hard to protect it.

QUICK OVERVIEW

PRIMARY LOGO

COLOR PALETTE

OUR FRAMEWORK

TYPOGRAPHY

Roboto Slab

Roboto

ICONOGRAPHY

PHOTOGRAPHY

DESIGNER STARTER KIT

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

These are the legends and rules of ThinkCERCA's look and feel.

COLORS

PRIMARY COLORS

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Blue

#307fe2
R:48 G:127 B:226
C:76 M:48 Y:0 K:0

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Green

#43b02a
R:67 G:176 B:42
C:74 M:3 Y:100 K:0

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Gold

#ffaa00
R:255 G:170 B:0
C:0 M:38 Y:100 K:0

SECONDARY COLORS

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Orange

#ff6900
R:255 G:105 B:0
C:0 M:73 Y:100 K:0

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Navy

#0a4bb8
R:10 G:75 B:184
C:93 M:77 Y:0 K:0

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Teal

#00b7bd
R:0 G:183 B:189
C:74 M:2 Y:30 K:0

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Lime

#97d700
R:151 G:215 B:0
C:45 M:0 Y:100 K:0

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Red

#de2527
R:222 G:37 B:39
C:7 M:98 Y:99 K:1

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80% Black

#58595b
R:88 G:89 B:91
C:0 M:0 Y:0 K:80

TYOPGRAPHY USAGE/FONTS

Roboto Slab

The slab is reserved for headlines and callouts only. Use sparingly to show our classic, timelessness, and educational personality.

Light
Regular
Bold
Black

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1234567890!@#$%^&*()-=_+

Roboto

Clean sans serif for body copy and informational text. The simple and modern typeface is clean and open for easy reading and accessibility.


Light
Regular
Bold
Black

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1234567890!@#$%^&*()-=_+

APPLYING TYPE HIERARCHY

Headers Roboto Slab 40px / 2.45rem

Headers 2 Roboto Slab 32px / 2rem

SUBHEADS 20PX / 1.25REM

Roboto Regular is used for Body copy in 16px / 1rem. The recommended size for best readability should not be less than this.

Line-height: 24px

As a general rule if possible, keep all sizes scaling in sequences of 4s. 4/8/12/16/20/24/28/32/36/40/44.

TYPOGRAPHY COLOR EXAMPLES

PHOTOGRAPHY STYLE

We use two styles of photography: Real and Journalistic.

Think of Real as capturing the classroom as it is. The shots are never staged.

The Journalistic style tells more of a story, but it is not pre-arranged, either.

The goal with both is actual moments of learning with actual students.

  • Candid
  • Real moments
  • Authentic
  • Genuine emotions
  • Honest/Trustworthy
  • Stories
  • Spark
  • Storytelling
  • Bright
  • Optimistic
NEVER USE STOCK IMAGES.

Real and Journalistic

ICONOGRAPHY LIBRARY

Our iconography style aligns with the fundamentals of our Brand. It’s characterized by simple and clean lines, a sense of modernity and overall sophistication.

EXAMPLE USAGE OF ICONS

TEXTURES/PATTERNS

This graphic element never appears front and center in our design, but still play a vital role in creating brand recognition. Their beauty is in their versatility. They can be used in many configurations, and offer flexibility in ways that the logo can’t.

Lights

This seamless pattern evokes friendliness, playfulness and energy.

Radiate

A sense of motion and flow, as well as growth and the expansion of students’ learning.

Spark

Tonality adds brightness and a feeling of optimism, as well as offering a sense of depth.

APPLICATIONS

Basic Structural Examples

HORIZONTAL APPLICATION

Using the same graphic guidelines when creating horizontal oriented materials.

If you have any questions regarding the visuals, please contact Tousue Vang at tousue@thinkcerca.com