Professional Documents
Culture Documents
Pluralsight (Branding Example)
Pluralsight (Branding Example)
Pluralsight (Branding Example)
BRAND GUIDELINES
This is
Our story . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
The brand . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
Pluralsight
Voice . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
Logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
Color . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34
Photography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40
Typography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 46
At a glance . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 53
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BRAND GUIDELINES
Our story
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BRAND GUIDELINES
OUR BACKGROUND
Pluralsight is founded
and launches with
classroom training
We believe in changing the way the world learns. Thats been our aim since 2004, 2004
We believe in teaching from the trenches. Our course authors have already solved
the problems. They set the trends. They shape the industry.
As we went online and expanded into more learning areas, we stayed true to only
working with the best. But we didnt stop there. We brought instant mentoring and
assessments into our platform to create a truly personalized learning journey. And
we added Code School to our ecosystem to help beginners and people diving into
new technologies learn in an interactive way.
Its a platform designed to fill any technical skills gapfor anyone or any company.
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BRAND GUIDELINES
Acquired Tekpub
Oct 2013 Acquired Code School
(Orlando, FL office)
Jan 2014
Raised $27.5M in a Series Raised $135M in a Series B
A funding from Insight funding from Insight Venture
Venture Partners Partners, ICONIQ Capital and
Sorenson Capital Partners Acquired
Dec 2012 HackHands
Aug 2014
July 2015
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BRAND GUIDELINES
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BRAND GUIDELINES
The brand
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BRAND GUIDELINES
say about you when youre A brand isnt a logo. Or our business cards. Its not words
on a page or images on a screen. Its not a billboard or an
event booth. Its these things, but really, so much more.
not in the room. Most important, a brand is about people. When you interact
with someone, they wont always remember the particulars
of your conversation. But you can be sure theyll remember
how you made them FEEL. Thats a brand.
Jeff Bezos, Amazon founder
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BRAND GUIDELINES
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WHY WE EXIST
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WHAT WE DO
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HOW WE BEHAVE
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We are:
Honest
Our reason for existing relates back to our brand personality. Lets break it down.
Intelligent
Democratize: To make something available to all. As a brand, we do this by being inclusive
Spirited and honest in everything we do. We dont talk down to our customers or condescend. We are
personal and friendly in our approach and seek to be helpful at all times.
Professional: Theres no fluff in our learning library, and the same goes for our brand. Were
We arent: sophisticated, intelligent and spirited. We speak to our customers with conviction.
Insincere Learning: This is what were all about, but not just in the obvious ways. Yes, we have thousands
of courses, assessments and mentoring to facilitate learning, but what we really aim to do is to
Silly
inspire a passion for continuous improvement in everyone who interacts with us.
Apathetic
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WHO WE ARE
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WHO WE SERVE
Learners (individual subscribers or members of group plans):
My craft is my career. Connect me to my community and give me
Planners
I have a vision for my team. Give me access to the people, skills and
insight I need to realize it.
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BRAND GUIDELINES
Voice
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BRAND GUIDELINES
Be simple and direct. Avoid Stay positive by avoiding Show our audience you
long, hard words and formal comparisons designed relate to their joys and
language. Let words flow to elevate one idea by frustrations. That you know
naturally, as if theyre being diminishing another. Assume they have interests outside
HOW WE SOUND spoken. Try not to say too success and stay away from of work. Infuse your writing
many things at once. fear. Celebrate the craft. Our with the unexpected and
audience appreciates the skill engage in wordplay, but not
Write with conviction. that goes into their work, so at the expense of being clear.
We communicate in a way that is noticed, Whatever you write, own it shine light on it whenever At times, be light-hearted
believed and remembered. We do this by make a point and stand for possible. but not light-headed.
something. Avoid hedging
following three principles in our messaging:
language and evasive Enthusiasm is not: Clever is not:
phrases such as seems like
Be confident. Be enthusiastic. Be clever. and according to. Steer Cheesy Silly
clear of empty words like Long-winded Immature
world-class, robust and WRITING IN ALL CAPS Flippant
high quality.
Confidence is not:
Arrogance
Narrow-mindedness
Dismissive
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Logo
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WHAT IT MEANS
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HORIZONTAL LOGO
OUR LOGOS
Note: For the most part, the logo will have the type and
logo mark combined, but there are some instances
when the logo mark can be used separate from the
type. Exceptions usually occur with apparel, swag and LOGO MARK
sometimes the website.
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BRAND GUIDELINES
1.5X X
= optimal clear space
= optimal clear space
1.5X X X 1.5X 1.5X 1.5X 1.5X = minimum clear space
1.5X = minimum clear space
= x height
= X height
X
1.5X
1.5X
CLEAR SPACE
Give the logo space . To preserve the integrity and visual impact of
the logo, always maintain adequate clear space around it . Its an
integral part of the design, and ensures the logo can be seen quickly,
uncluttered by other logos, symbols, artwork or text .
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BRAND GUIDELINES
When using the logo, take care to not harm its integrity by altering it or exercising your personal creative freedom.
The following are merely a few examples of what wouldnt be OK.
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BRAND GUIDELINES
Note: Logo color exception . We may add a magenta tag on apparel or swag, like a backpack
pocket or the sleeve of a shirt . In this unique instance, the logo can be 100% magenta,
or white on a 100% magenta background .
Never manipulate the color of the logo Never screen back or add opacity
whether its a gradient or any other color . to the logo .
Do not use the logo in any format that Do not at any time angle the logo . It always
may be nicknamed or abbreviated . sits on a 0 degree angle .
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ALTERNATE LOGOS
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There are times when Pluralsight partners with another group or organization. In those cases,
there may be a need to create a logo lockup. Follow these guidelines to help everybody play nice.
0.35 pt
0.35 pt
1.5X 1.5X
1.5X 1.5X
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BRAND GUIDELINES
Were proud of our logo, so readability is essential. Only use the gradient logo on white, light gray
or 100% black backgrounds. In situations where we dont have control over the printing process,
play it safe and use an alternate logo, even if the background is white.
This is an acceptable use of the gradient logo If you need to put the logo on a busier image, Dont force the logo onto an image or background
on an image. choose the darkened version of the image and use that compromises its legibility.
the white stroke logo.
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Color
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THE COLORS
Our colors are as important to us as the logo itself. Theyre part of the brands
personality. We have established four primary colors: Pluralsight orange,
Pluralsight magenta, black and white. The secondary color palette is used
primarily for the website to identify different roles. Secondary colors are used
sparingly, if at all, in marketing materials.
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BRAND GUIDELINES
PRIMARY PALETTE
Psychology of orange
Hex: FBC8BF Hex: F0B4D2 Hex: FFFFF F
R: 250 R: 240 R: 255
Orange radiates optimism, warmth
G: 200 G: 180 G: 255 and happiness, combining the
B: 190 B: 210 B: 255
physical energy and stimulation of
Hex: F48264 Hex: E65AA0 Hex: DCDCD C red with the cheerfulness of yellow.
R: 245 R: 230 R: 220
G: 130 G: 90 G: 220
Orange relates to openness and
B: 100 B: 160 B: 220 two-way conversations.
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BRAND GUIDELINES
OUR GRADIENT
Energy
Hex: F15B2A
C: 0 R: 240
M: 80% G: 90
Y: 95% B: 40
GRADIENT USAGE
K: 0
ACCEPTABLE GRADIENT DIRECTIONS Minimal usage on Slightly more usage on The gradient will be used
letterhead, business banner ads and some most on trade show
Transformation
cards, white papers and promotional items, like booths and banners .
Hex: EC008C
one sheets . stickers .
C: 0 R: 236
M: 100% G: 0
Y: 0 B: 140
K: 0
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BRAND GUIDELINES
SECONDARY PALETTE
YELLOW YELLOW GREEN GREEN TURQUOISE AQUA-MARINE BLUE PURPLE PLUM RED CORAL
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Photography
Our
Logo
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BRAND GUIDELINES
OUR PHOTOGRAPHY
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BRAND GUIDELINES
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Typography
Our
Logo
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BRAND GUIDELINES
Light ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
GOTHAM 1234567890!@#$%^&*()<>?/
Book ABCDEFGHIJKLMNOPQRSTUVWXYZ
Gotham is our official font and must be used when possible. Its
modern and sophisticated. It feels authentic and familiar. Gotham
abcdefghijklmnopqrstuvwxyz
is a licensed font and is used in all marketing collateral and the 1234567890!@#$%^&*()<>?/
website. This is also the font of our logo.
Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()<>?/
Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()<>?/
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BRAND GUIDELINES
ALTERNATE FONT
Hairline ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()<>?/1234567890!@#$%^&*()<>?/
Semibold ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()<>?/1234567890!@#$%^&*()<>?/
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ICONS
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BRAND GUIDELINES
TITLE
The ribbon has been developed to act as an anchor element to PULL STAT
help with visual hierarchy. Headlines and pull stats are places you
can consider using the ribbon as a way to get a pop of color in the More than 57% of all users
piece. Ribbons are used on PowerPoint and Keynote presentations, are on Google Chrome.
one sheets and white papers. It can be locked up with calls to
action or to draw attention to contact info. Its also used in motion
graphics as a visual element, mainly as a vehicle to transition from
CTA
one scene to another.
Prepare your students for the jobs of tomorrow today.
Ready to lead your students to greatness? Contact us:
schools@pluralsight.com
1.888.368.1240 | 1.801.784.9007
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At a glance
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Our mission
Who we are
Who we serve
How we behave
Our voice
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