Pluralsight Brand Book

Pluralsight Brand Guidelines

BRAND BOOK

BRAND GUIDELINES
Our story . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
This is The brand . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
Voice . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
Pluralsight Logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
Color . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34
Photography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40
Typography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 46
Icons and ribbon . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 50
At a glance . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 53
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BRAND GUIDELINES
Our story
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BRAND GUIDELINES
„c‘uired ekpub
Oct 2013 „c‘uired Code School
Ššrlando, ‡– oﬃceŽ
Jan 2014
aised €‚ƒ in a Series aised “™‚ƒ in a Series —
„ funding from Insight funding from Insight …enture
…enture †artners †artners, ICšˆI› Capital and
Dec 2012 Sorenson Capital †artners „c‘uired
OUR BACKGROUND Aug 2014 HackHands
†luralsight is founded July 2015
and launches with
classroom training
2004 †osted “”ƒ in –aunched free kids ’e started out as seven
We believe in changing the way the world learns . That’s been our aim since 2004, Incorporated subscription•based programming suite „c‘uired Smarterer companies, but today, we
online learning billings May 2013 Š—oston, ƒ„ oﬃceŽ are one tribe, united by
when we launched classroom-based training by developers, for developers . That 2008 Dec 2012 Nov 2014 one mission
last part is key . TODAY
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 ‡ully transitioned to „c‘uired œigital•utors ˆamed one of ‡orbes‰
online training model Ššklahoma City, šž oﬃceŽ ƒost †romising
working with the best . But we didn’t stop there . We brought instant mentoring and Feb 2014 Companies Š‹ŒŽ
2010 „c‘uired Jan 2015
assessments into our platform to create a truly personalized learning journey . And †eepCode
we added Code School to our ecosystem to help beginners and people diving into July 2013 „uthor Scott „llen reached
“ƒ in teaching fees and
new technologies learn in an interactive way . royalties for all of Ÿ“™
Dec 2013 Supported the “Hour of Code”
„c‘uired rainSignal movement by hosting an hour of code
It’s a platform designed to fill any technical skills gap—for anyone or any company . ŠChicago ¡ Schaumburg, I– oﬃceŽ for a week, kicking oﬀ the event with
July 2013 tah’s ov Herbert and the tah
echnology Council
Dec 2014
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BRAND GUIDELINES
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BRAND GUIDELINES
The brand
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BRAND GUIDELINES
“Your brand is what people WHAT IS A BRAND?
say about you when you’re A brand isn’t a logo . Or our business cards . It’s not words
on a page or images on a screen . It’s not a billboard or an
event booth . It’s these things, but really, so much more .
not in the room.” Most important, a brand is about people . When you interact
with someone, they won’t always remember the particulars
of your conversation . But you can be sure they’ll remember
how you made them FEEL . That’s a brand .
—Jeff Bezos, Amazon founder
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BRAND GUIDELINES
YOU ARE A BRAND STEWARD
As part of the Pluralsight family, you get to shape what
people say about us . You are a brand steward . And that’s
where this book comes in—to give you guidelines on how
best to tell our brand story . We want you to own our brand .
It’s yours, and it’s yours to protect in everything you do .
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BRAND GUIDELINES
WHY WE EXIST
To democratize professional technology learning.
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BRAND GUIDELINES
WHAT WE DO
We build an ecosystem where people learn, teach and connect.
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BRAND GUIDELINES
HOW WE BEHAVE
We are truth seekers, entrepreneurs and eternal
optimists. These are our core values, and they inform
the personality of our brand.
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BRAND GUIDELINES
We are:
Honest Our reason for existing relates back to our brand personality . Let’s 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 don’t talk down to our customers or condescend . We are
personal and friendly in our approach and seek to be helpful at all times .
Professional: There’s no fluff in our learning library, and the same goes for our brand . We’re
We aren’t: sophisticated, intelligent and spirited. We speak to our customers with conviction .
Insincere Learning: This is what we’re all about, but not just in the obvious ways . Yes, we have thousands
Silly of courses, assessments and mentoring to facilitate learning, but what we really aim to do is to
inspire a passion for continuous improvement in everyone who interacts with us .
Apathetic
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BRAND GUIDELINES
WHO WE ARE
The The Pluralsight community—our employees, subscribers and
authors—are The Change Makers . We believe the best way to predict
the future is to define it . We put the power back into our own hands
Change and shatter the status quo . Our love of learning makes us masters of
our craft and ready for new challenges . We follow our passions, live
Makers our core values—truth seekers, entrepreneurs and eternal optimists—
and change the game with disruptive ideas and elegant solutions .
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BRAND GUIDELINES
WHO WE SERVE
Learners (individual subscribers or members of group plans):
“My craft is my career . Connect me to my community and give me
Learners access to the knowledge I need to own my future .”
Planners (managers of group plans):
“I have a vision for my team . Give me access to the people, skills and
Planners insight I need to realize it .”
Authors (the people who create our courses):
Authors “I want to share my knowledge with the world . Give me a platform to
teach and connect me with other passionate experts and learners .”
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BRAND GUIDELINES
Voice
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BRAND GUIDELINES
Be confident: Be enthusiastic: Be clever:
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 they’re 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 .
following three principles in our messaging: something . Avoid hedging
language and evasive Enthusiasm is not: Clever is not:
Be confident . Be enthusiastic . Be clever . phrases such as “seems like”
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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BRAND GUIDELINES
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BRAND GUIDELINES
Logo
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BRAND GUIDELINES
WHAT IT MEANS
With the goal of redefining the way the world
learns and enhancing the overall human
experience, we created a logo that would Intersection, combine, movement, forward, play, direction,
quickly and clearly project this message . Here’s path, together, mentorship, learn
a breakdown of what our mark is all about .
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BRAND GUIDELINES
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BRAND GUIDELINES
HORIZONTAL LOGO
OUR LOGOS
The highlight of the logo is the mark .
It embodies the idea of moving forward,
mentorship and togetherness . This is the VERTICAL LOGO
company’s third logo, but we like to think
it’s been hiding there the whole time . It’s a
realization of everything we believe in .
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
HORIZONTAL LOGO VERTICAL LOGO LOGO MARK
1.5X X
= optimal clear space
= optimal clear space
1.5X XXXXX X 1.5X 1.5X 1.5X 1.5X = minimum clear space
1.5X = minimum clear space
= x height
= X height
X
1.5X X
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 . It’s 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
LOGO USE AND MISUSE RULES
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 wouldn’t be OK .
For context, this is the correct logo .
Never manipulate the form by removing any Never alter the color, whether it’s by adding
of the elements a gradient to the type or changing the color
of the mark .
Never manipulate the gradient in any way . Never skew, manipulate or change the form
or structure of the mark or type .
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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 add an eff ect to the logo, including Never change the typeface of the logo .
drop shadows, bevels or gradients .
Never manipulate the color of the logo Never screen back or add opacity
whether it’s 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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BRAND GUIDELINES
ALTERNATE LOGOS
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BRAND GUIDELINES
CATEGORY AND PARTNERSHIP LOCKUPS
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 .
PARTNERSHIP LOCKUPS CATEGORY LOCKUPS
0.35 pt
0.35 pt
1.5X 1.5X 1.5X 1.5X
X
X
Note: Our partnership lockups require us to show equal deference
to our logo and the partnering company . To accomplish this, we
use the grayscale or black and white versions of both logos . In
order to maintain our ownership of the marketing piece, our logo 0.35 pt 1.5X
is always in the primary position on the left .
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BRAND GUIDELINES
OTHER LOGO APPLICATIONS
Using the logo on backgrounds
We’re 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 don’t 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, Don’t 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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BRAND GUIDELINES
Apparel and swag
Due to printing and embroidering restrictions, we use the
alternate logos for apparel and swag .
Note: On internal-use apparel and swag, we have the leeway
to use the logo and wordmark separately .
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BRAND GUIDELINES

BRAND GUIDELINES
Color
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BRAND GUIDELINES
THE COLORS
Our colors are as important to us as the logo itself . They’re part of the brand’s
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 .
PRIMARY COLORS SECONDARY COLORS
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BRAND GUIDELINES
PRIMARY PALETTE
PLURALSIGHT ORANGE PLURALSIGHT MAGENTA BLACK TO WHITE
Psychology of orange
Hex: FBC8BF Hex: F0B4D2 Hex: FFFFFF Orange radiates optimism, warmth
R: 250 R: 240 R: 255
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: DCDCDC red with the cheerfulness of yellow .
R: 245 R: 230 R: 220 Orange relates to openness and
G: 130 G: 90 G: 220
B: 100 B: 160 B: 220 two-way conversations .
Hex: F15B2A Hex: EC008C Hex: 000000
PMS: 7579 C PMS: 225 C PMS: Black 6 C
C: 0 R: 240 C: 0 R: 236 C: 0% R: 0 Psychology of magenta
M: 80% G: 90 M: 100% G: 0 M: 0% G: 0
Y: 95% B: 40 Y: 0 B: 140 Y: 0% B: 0 Magenta as a color is an instrument
K: 0 K: 0 K: 100%
of change and transformation .
It influences our personal
development and it helps us
experience a greater level of
Hex: A04123 Hex: A01E64 Hex: 2D2D2D awareness and knowledge .
R: 160 R: 160 R: 45
G: 65 G: 30 G: 45
B: 35 B: 100 B: 45
Hex: 782D19 Hex: 731446 Hex: 787878
R: 140 R: 115 R: 120
G: 45 G: 20 G: 120
B: 25 B: 70 B: 120
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BRAND GUIDELINES
OUR GRADIENT
gy
Hex: F15B2A
Ener C: 0 R: 240
M: 80% G : 9 0
Y: 95% B: 4 0 GRADIENT USAGE
K: 0
ABLE GRADIENT DIRECTIONS
CEPT Minimal usage on Slightly more usage on The gradient will be used
C letterhead, business banner ads and some most on trade show
A
tion Hex: EC008C cards, white papers and promotional items, like booths and banners .
C: 0 R: 236 one sheets . stickers .
orma M: 100% G: 0
Y: 0 B: 1 4 0
ansf K: 0
r
T
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BRAND GUIDELINES
SECONDARY PALETTE
YELLOW YELLOW GREEN GREEN TURQUOISE AQUA-MARINE BLUE PURPLE PLUM RED CORAL
Role of the secondary color palette
We primarily use the secondary color palette on the website and
apps, as it coincides with diff erent roles on the website . Secondary
colors should never be used as a dominant color on their own . You
may see the secondary colors used in marketing materials in charts,
time lines or presentations, but they will be used sparingly .
Very little usage of the The secondary color
secondary color palette palette will be used
in marketing materials extensively on the
and other collateral . website .
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BRAND GUIDELINES
Photography Our
Logo
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BRAND GUIDELINES
OUR PHOTOGRAPHY
Our photography style conveys authenticity, as if you’ve captured
a subject “in the moment .” The color, composition and feel should
engage viewers and make them feel like they’re in the photo .
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BRAND GUIDELINES
Typography Our
Logo
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BRAND GUIDELINES
THE PLURALSIGHT FONT
Extra Light ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()<>?/
Light ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
GOTHAM 1234567890!@#$%^&*()<>?/
Gotham is our official font and must be used when possible . It’s Book ABCDEFGHIJKLMNOPQRSTUVWXYZ
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!@#$%^&*()<>?/
Ultra Light ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
MONTSERRAT 1234567890!@#$%^&*()<>?/
When Gotham isn’t available or cannot be used, Light ABCDEFGHIJKLMNOPQRSTUVWXYZ
Montserrat is a free alternative that closely matches abcdefghijklmnopqrstuvwxyz
Gotham . This is used primarily in PowerPoint and 1234567890!@#$%^&*()<>?/1234567890!@#$%^&*()<>?/
Keynote presentations and in Microsoft templates for
things like the letterhead . Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()<>?/1234567890!@#$%^&*()<>?/
Semibold ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()<>?/1234567890!@#$%^&*()<>?/
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BRAND GUIDELINES
Icons and ribbon
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BRAND GUIDELINES
Our icon library consists of hundreds of vector icons to be
used to visually communicate a product, idea or service .
ICONS
Icons are the visual expression of our products, services or tools .
Simple, light, sophisticated and friendly, they communicate the core
idea or component of the brand . While each icon is visually distinct,
all icons should have consistent line weights and visual style . Line
weights can be manipulated, but take special care to keep lines
light enough that they match other elements on the page .
The icons can be used as black and
white or you can make them pop by
adding magenta to an element of the
icon or applying the gradient to the
whole thing .
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BRAND GUIDELINES
TITLE
Key principles to keep in mind when
creating your motion graphics reel .
PLURALSIGHT RIBBON
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 . It’s 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:
[email protected]
1.888.368.1240 | 1.801.784.9007
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BRAND GUIDELINES
At a glance
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BRAND GUIDELINES
Our mission
To democratize professional technology learning .
Who we are
The Change Makers .
Who we serve
Learners . Planners . Authors .
How we behave
Truth seekers . Eternal optimists . Entrepreneurs .
Our brand personality
Honest . Intelligent . Spirited .
Our voice
Confident . Enthusiastic . Clever .
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