2021 BRAND GUIDELINES - Instructure

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How to Use This GuideThis guide is meant to help anyone who’s creating content for Instructure(whether it’s text, design, photography, video, or some combination of these), toensure their work aligns with the Instructure brand. You’ll find everything fromhow and when to use gradients to how and when to use Oxford commas. You’llalso get (re)acquainted with Instructure on a macro level—’cause it’s nice to havea good sense of the company you’re working for.If you’re an employee, you’ll probably use this guide as a refresher for thosememory-evading details (What stroke width do we use on buttons, again? Whatare the actual PMS colors for the logo?) or for pointers while honing your skills(How do I construct the active voice? How do I choose a stock photo that won’tmake the brand team’s brains implode?)If you’re a contractor, you might want to give this guide a full read so you canget nice and cozy with the Instructure brand and make the back-and-forthbetween our office and yours as smooth as smooth jazz.We’ve broken out the sections in the table of contents, so you can easily find theinformation you’re after. You can also use the ol’ Ctrl F to search for specificwords or phrases. (Speaking of specific words and phrases—if you’re looking fora glossary, we’ve included a link to it in the Voice & Tone section).Please contact brand@instructure.com with any questions.BRAND GUIDELINES

Table of ContentsMission & Brand StoryCompany nting GuidelinesVoice & Tone GuidelinesQuick Writing GuidesAbout the Panda.Questions & Resources45691314161819232627BRAND GUIDELINES

4Mission & Brand StoryWe help people grow from the first day of school to the last day of work.At Instructure, we believe in the power of people to grow and succeedthroughout their lives, and our goal is to amplify that power. We achieve this goalby creating intuitive products that simplify learning and personal development,facilitate meaningful relationships, and inspire people to go further in theireducations and careers.Brand Character Purpose-Driven Imaginative Personable TrustedBRAND GUIDELINES

5Company ValuesOwnership (OWNITUDE)We’re all owners. We’re accountable for our work and our actions, and we standbehind our products and services.Relationships (RELATIONATION)Instructure is all about building meaningful relationships based on trust, respect,and mutual success—whether they’re peer-peer, teacher-student,manager-employee, or company-customer.equalogy (ee-kwal-oh-gee) n. The study andpractice of making sure everyone gets the sameaccess to important stuff, including (but not limitedto): jobs, promotions, spaces, tools, connections,perks, and platforms.Equality (EQUALOGY)We aspire to offer an inclusive and welcoming culture, and we believe peopledeserve equal access to opportunities and resources. You can't have equalitywithout equity.Openness (OPENACRACY)We’re open to new people, new ideas, and new opportunities. We strive to becollaborative in our projects, transparent about our intentions, and curious abouthow things work and how we can make them better.Simplicity (SIMPLECORE)Our software makes lifelong learning and growth easier. We strive for simplicityand ease of use in everything we do—from product design to communication tocustomer experience.BRAND GUIDELINES

6Logo (Horizontal)Usage RulesThe Instructure logo consists of blue (PMS2150), yellow (PMS 109), orange (PMS 144)and red (PMS 179). Whenever possible,place the logo on a light background. It’s afriendly logo, but it has a personal bubble,so always give it plenty of breathing room.If you look to the right, you’ll see theminimum logo-cushioning requirementsand permitted permutations. The logo andwordmark should appear togetherwhenever possible.Logo Clear SpaceSingle MarkBlack & WhiteLogo Minimum Size35 pxBRAND GUIDELINES

7Logo (Vertical)Usage RulesSometimes a vertically oriented logo betterfits the space. Slide your eyeballs to the rightto the see the acceptable vertical logovariations and cushioning rules.Logo Clear SpaceSingle MarkReversedLogo Minimum Size55 pxBRAND GUIDELINES

8Logo Don’tsUsing the Instructure logo correctly is easy. But just to besuper clear (and super brand compliant), read this quicklist of things you shouldn’t do.Don’t use old Instructure logos.do not use combinations that don’t meet AIM accesibilityXdo not mix colors on reversed logoXdo not use filtersXdo not rotate to angles that are not 90Xdo not use color logo on blackXdo not use colors that aren’t approved in the guidelinesXDon’t place the logo on a background that doesn’t providesufficient contrast.Don’t distort the logo by smashing it, scrunching it, or scalingit disproportionately.Don’t adjust the colors.do not use the logo in a sentenceXBROUGHT TO YOU BYdo not use logo on a busy backgroundXdo not use gradientsXDon’t drop the logo mark and use the wordmark alone.Don’t add unnecessary stuff such as drop shadows, outlines,or textures.Don’t change the alignment (vertical or horizontal) of the logoand word mark.do not use word mark aloneXdo not stretchXdo not use a strokeXBRAND GUIDELINES

9P RIM ARY C O LO R SPALETTE USAGEColorThe Instructure brand has four primary (as in “main,”“dominant,” or “leading”) colors, chosen for aestheticand accessibility purposes. They’re blue (PMS 2149),red (PMS 179) and orange (PMS 144). Make sure toartfully and appropriately employ our primary colorshades to suit your application.White SpacePlentiful white space allows the colors to breathe andbe happy. Embrace it. Use it. Love it.Secondary ColorsThe secondary colors are for supplementary use—outlines, buttons, divisions, illustrations, color accents. Thelittle things. Our handy "Palette Usage" pie chart willhelp you determine usage frequency.H E72429R 231G 36B 41PMS 179 CH 287A9FR 40G 122B 159PMS 2149 CH F68E20R 246G 142B 32PMS 144 CSE C O NDARY COLOR SH 43CA9ER 67G 202B 158PMS 3258 CH D41B5DR 212G 27B 93PMS 213 CH 156380R 21G 99B 128PMS 7700 CH 444444R 68G 68B 68PMS 446 CH AFAFAFR 175G 175B 175PMS 421 CH F0F2F3R 240G 242B 243PMS 427 CH 39B7D7R 57G 183B 215PMS 2915 CH FACB13R 250G 203B 19PMS 109 CBRAND GUIDELINES

10Color GradientsGradientsColor gradients add dimension and variety, and they help make oursite more D GUIDELINES

11Color Don’tsXDon’t use colors other than the ones we’ve listed(even if they look “close enough.”)Don’t use secondary colors for headers.Don’t use color on body copy. Headlines, subheads,and titles are okay.X First day of school last day of work SaaSreliable open intuitive lifelong learning easiersimpler more effective education personalgrowth development continuum pedagogyscalable ownership edtech corporatesoftware employee-manager student-teacherpeer-peer digital classroom career future ofwork relationships simplicity anytime anyplaceINST connected goals potential power.Don’t mix too many colors and gradients, causing arainbow effect.XBRAND GUIDELINES

12Transparency Usedesaturated photoPhotos With Text OverlaysWhat do you do when you want a nice photo with some witty wordageon top, and you also want it to be accessible so everyone can read it?You desaturate the photo, insert a white transparency layer, and thenapply one of your lovely transparencies on top.white transparency layeryour hip color overlayBRAND GUIDELINES

13TypographyProxima NovaProxima Nova is our primary typeface. It’s clean and modern, just like our products. WhenProxima Nova is unavailable or impractical, Arial is our recommended substitute.TiemposTiempos Headline is the Instructure serif typeface. Use it for accents, numbers, and quotes.When the Tiempos Headline family is unavailable or impractical, refer back to Proxima Nova.Proxima Nova Extra Bold HeadlineProxima Nova Extra Bold ItalicTiempos Headline BoldTiempos Headline Bold ItalicProxima Nova Bold SubheadTiempos Numbers 12345678910First day of school last day of work SaaS reliable open intuitive lifelong learning easier simpler moreeffective education personal growth development continuum pedagogy scalable ownership edtechcorporate software employee-manager student-teacher peer-peer digital classroom career future ofwork relationships simplicity anytime anyplace INST connected goals potential power“When working in the education and employee developmentspace for a company like Instructure, keeping focused onaccessibility is paramount to making sure that our toolsgenuinely work for everyone 'from their first day of schoolto their last day at work.'”BRAND GUIDELINES

14PhotographyBLACK & W HITE W ITHFU LL COLOR WI TH ALTER EDGRAD IE N T OVE RLAYG R ADI ENT OVER LAYFU LL COLOR / PLAI NWhen it comes to photography, we like to keep it simple and strong.Whenever possible, show real users whose lives have beenpositively affected by Instructure and its products. The photographywe use should evoke optimism and highlight humanity throughthoughtful lighting and careful composition—even when we have touse stock images. Our photography should also represent thediverse backgrounds, abilities, ethnicities, ages, etc. of the millionsof people Instructure impacts from the first day of school to the lastday of work.Instructure is a technology company, so we show the tech side ofour brand when it makes sense to, while always keeping the humanaspect in mind. When taking photographs that don't include humansubjects, look for composition and perspective opportunities thatare unconventional and compelling.BRAND GUIDELINES

15PhotographyXXXXXXXXXPhotography Don’ts Don’t use people isolated on white backgrounds. Keep them intheir education or work environment. Don’t use images where the subject is looking right at thecamera. Photographs should feel candid, not posed. Don’t use composited imagery often found on stock imagewebsites. Don’t use cliché images (a bunch of people pointing at a laptopscreen, a teacher writing a math equation on a chalkboard whilestudents smile too excitedly, etc.) Don’t use images featuring out-of-date technology. Don’t use images that are visual puns or otherwise silly. We'renot overserious, but let's keep it in check.BRAND GUIDELINES

16Instructure Instructure ProductsInstructure represents growth across the continuum of schooland work, so including the logo in product collateral (like thatfor Canvas and Bridge) helps tie these products to ourcompany mission.Examples Business Cards & Email SignaturesThe Instructure logo should be the lead in these pieces,with the product(s) coming in second.When to Use the Instructure Logo a Product Logo Print collateral Case study cover pages One-pager footers Slide presentation footers Video end caps Large web banner ads Event branding, when possible Presentation TemplatesThe Instructure logo should live in the footer with theproduct logo. The product logo should be the lead here.This is the logo reversed. Use for all co-branded collateral. Print AdSimilarly, the Instructure logo goes at the bottom of the ad.The product logo should be the lead here too.When NOT to Use the Instructure Logo a Product Logo Web banner ads Social media images Swag Anywhere that space is limited and cramming two logosinto it would start a fireBRAND GUIDELINES

17Co-Brand CollateralExamplesPRINT COLLATERAL / BOTH LOGOSSOCIAL MEDIA IMAGES / LIMITED SPACE - PRODUCT LOGO ONLYSimplify Teaching.Elevate Learning.In Today’s World,Everything Is Personalized.Teaching and LearningShould Be, Too.When it comes to learning, you should get personal. Canvas LMS enablesteachers to take a personalized approach with every studentby making it easy to differentiate and tailor instruction to every student’sunique needs.Make your learning personal with Canvas.www.canvaslms.com/k12BRAND GUIDELINES

18Printing GuidelinesInstructure collateral should be printed either on matte or satin paper finishon 110lb paper.MatteSatin110lbYou may be tempted to use some glossy paper because somehow, somewhere, somebody perpetuated the idea that that’s classy or something.DON’T DO IT. Be bold and mighty forces will come to your aid.SterlingDullBook100lbBRAND GUIDELINES

19VoiceThe Instructure “voice” is the overall personalityof Instructure. Not coincidentally, it aligns withInstructure’s company values: Ownership Relationships Openness SimplicityThe Instructure voice is always five things:SmartConvey expertise in technology, education, and employeedevelopment. Use logic, data, research, and correct grammar.InspiringCommunicate excitement and vision about the future of lifelonglearning and growth. Approach challenges with optimism.HelpfulAnticipate questions and problems, and preemptively or quicklyaddress them. Define niche terms. Guide people toward additionalresources so they can make educated decisions.UnconventionalHave a fresh take on things, and embrace humor, creativity, and fun.Don’t mimic played-out messaging. Strive for punchy headlines. Usecontractions where you would in speech.ClearFavor simple, straightforward language over industry jargon. Makedense information and challenging topics easy to understand.BRAND GUIDELINES

20Voice Don’tsThese points are made above, but we really want to hammer them home. Don’t use buzzwords or industry jargon where a clearer, moreaccessible word or phrase works just fine. Too much business-speaksounds salesy, curbs emotional connection, gets lost in thecompetitive shuffle, and is often interpreted as compensation for alack of real knowledge. Corporate jargon prevents us from getting tothe point and sharing information with others. Demonstrate that wevalue openness by not hiding behind fluffy language. You can make exceptions for SEO value, but they should be theexception, not the rule. Yes, some industry jargon is unavoidable, and even good. “Nativecloud” and “SaaS” are so ubiquitous that trying to rephrase themwould smack of effort and/or sound out of touch. It’s important thatwe know the difference. Don’t rely on the word of the day. “Empower,” “enable,” and“innovate” have become so overused that they now have very littlemeaning or impact. Use some brainpower and see if you can find afresh way to communicate the same idea.BRAND GUIDELINES

21ToneIf “voice” is the overall personality of Instructure, then “tone” is the mood. Our voicemight take on different tones depending on the situation. Here’s a guide to tones weuse (and by extension, tones we don’t): ObservantDemonstrate an understanding of the industry, the business, the culture, thechallenge. But don’t pander or patronize. KnowledgeableDemonstrate knowledge, but don’t be a know-it-all. Focus on big-picture solutionsover granular stats and facts. MotivationalEncourage people to learn, grow, and develop. Be a mentor, not a cheerleader ConsultativeOffer solutions tailored to specific audiences, without being pushy. ConversationalAfterthoughts, parentheticals, idioms, and creative metaphors are great ways tohumanize copy. DirectGet to your point quickly, but don’t throw introduction and transition out thedoor—that’s just abrasive.BRAND GUIDELINES

22Tone Guide for Content TypesA handy guide to which tones work best for which types of content.OBSE RVANTKNOW LE DGE ABLEMOTIVATIONALC ONS ULTATIVEC ONVER SATIONALDIR EC TS I T E PAGEB LO G P OSTP RE SSRE L E ASEBRAND GUIDELINES

23Good Marketing Writing:A Quick GuideBe ActiveAvoid using the passive voice whenever possible/prudent. Bad: Lifelong learning and personal development are made easier withInstructure. Better: Instructure makes lifelong learning and personal development easier.Be ConciseShorten and tighten up rambling sentences. (Using the active voice is often agood start.) Specifically, beware of run-on sentences. Can your one-sentenceparagraph be broken up into two or more shorter, clearer sentences? Bad: Ignatius Linebottom, who is now the director of corporate learning forMegatrode Manufacturing, was working in the role of a training coordinator atthe time when administrators asked him to find an employee developmentplatform because, among other reasons, managers and employees werehaving infrequent 1:1s that were not having positive effects on the company.Be ConfidentWatch out for ambiguity, vagueness, or contradiction. Avoid wishy-washy,noncommittal phrases when making claims about Instructure.Be CredibleOn the other side of the “claims about Instructure” coin: Be careful withsuperlatives and over-the-top self-praise. Back up claims with data, testimonials,or conceivable hypothetical scenarios when possible. Honesty and opennessearn trust.Stay FocusedIn other words, stay on message. If your blog post purports to be aboutconnecting education to career placement, then tell a focused story about thatconnection. It may be tempting to tangentially gush about all things Instructure,but you risk losing readers who have a particular interest in your stated topic.Unless it’s a general overview or a truly introductory piece, it doesn’t require thekitchen sink. Better: Ignatius Linebottom, director of corporate learning at MegatrodeManufacturing, was a training coordinator when administrators asked him to findan employee development platform. At the time, managers and employees werehaving infrequent and ineffective 1:1s.BRAND GUIDELINES

24Style Rules: A Quick GuideSerial Comma/Oxford CommaUse the Oxford comma—also known as the serial comma—inall copy, regardless of region, except in press releases.Please, thank you, and goodnight.Em DashesUse them to separate a thought from the rest of the sentence.No spaces—that’s right, zero spaces—on either side of the emdash.AmpersandsUse only in titles, headlines, subheadlines, and sectionheaders.En DashesUse them to express a range. For example, “K–12” expresses arange of grade levels. “October 5–10” expresses a range oftime.Title CapsUse in all titles, headlines, subheadlines, and section headers.Don’t use title caps in bulleted lists. Capitalize everything butarticles, conjunctions, and prepositions of three or fewerletters. (Note that design may change some short titles andheadlines to ALL CAPS.)Bulleted ListsYou may use complete sentences or sentence fragments in abulleted list, but don’t use both in the same list. If you usecomplete sentences, punctuate them. If you use sentencefragments, make sure they have parallel structures, e.g. ifsome of them lead with action verbs, they should all lead withaction verbs.a.m., p.m.Lowercase, with periods (unless design is ALL CAPS).AcronymsIn body copy, spell out the referent on the first mention. Topluralize an acronym, just add a lowercase s to the end—noapostrophes. MOOCs, APIs, 1:1s.To view the full Instructure glossary and style guide, click here.(It’s an ever-evolving resource, so check back regularly).BRAND GUIDELINES

25Instructure BoilerplateInstructure is an education technology company dedicated to improving digital teachingand learning experiences. Our learning platform connects all the digital tools, services,and content that educators and learners love, for an integrated and streamlined learningecosystem. To date, Instructure supports millions of instructors and learners at more than4,000 educational institutions and corporations around the world. Learn more aboutInstructure and our education technology offerings at www.instructure.com.BRAND GUIDELINES

26COOLMUY BUENO!Panda GuidelinesOver the years the panda has become an unofficialInstructure mascot. Everyone loves the panda. But the keyto keeping it lovable is not overusing it. In this spirit, we’retightening up control on when/where/by whom pandacollateral is made. From now on the panda will be used onlyfor internal marketing, InstructureCon, and CanvasCon. Ifyou’d like a panda piece made, please see the creativeteam, and keep in mind that your request may not beaccepted for production. All unapproved panda materialswill be seized and tossed in an AND GUIDELINES

27Questions & ResourcesQuestions? Please reach out to brand@instructure.com. We're happy to help.Looking for photos, logos, or other digital branding assets?Visit the Instructure library.For the Instructure glossary, click here.BRAND GUIDELINES


BRAND GUIDELINES Instructure Instructure Products Instructure represents growth across the continuum of school This is the logo reversed. Use for all co-branded collateral. and work, so including the logo in product collateral (like that for Canvas and Bridge) helps tie these products to our

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