Icertis visual

identity guide.
V1.0 September 2020
A brand is a promise.
A great brand is a promise kept.
It takes discipline, hard work and clear purpose. Great brands are constructed for
a life of building connection. The Icertis brand expression is our way to communicate
with the world, to differentiate ourselves from our competition, and create a brand
experience that encourages people to engage with us. Our logo is the shorthand for
our brand, summarizing the aspirations and purpose of our organization and culture.
Although a logo is not the only important element, it serves as a foundation for a
larger expression that spans sales, marketing and product.

Our brand expression system makes it easy to bring our promise to life.
This guide captures how to do it. If you are not already familiar with our brand
positioning and messaging guidelines, please review the Icertis Brand Book.
A promise kept at every touchpoint—digital or physical, internal or external.

Our logo. 3 Photography style. 20 Brand voice. 33

Color palette. 11 Typography. 29 Best practice examples. 35

Compositional system. 16 Secondary graphic elements. 31 Contacts. 40

Icertis visual identity guide V1.0 September 2020 2

Our logo.
Our logo.

Our logo is the shorthand to the promise our brand makes the intent of every contract was fully realized. Through illuminates how FORTE makes possible what we do, and
to the world everyday. It captures what we believe, who we this lens, where others continue to see something static to now our logo will as well.
are and how we go about making it all happen. And, it acts manage, we see more—opportunity, drive, advantage.
as the visual foundation on which our brand expression, This offset influenced the creation of our wordmark as
this entire guide, is built. Here’s the story behind it: When we bring it all into focus for our customers, new well. Custom letterforms capture the unique angle within
possibilities come into view now and into the future. the ‘rts’ of Icertis. This not only works to marry our
The foundation rectangle (color teal) represents the brandmark and wordmark, but also further emphasizes
contract. Within the four corners of a contract we find the The 12° offset. just how dynamic we are by bringing a subtle forward
intent of every business relationship—rights, commitments, The two rectangles are offset by 12 degrees. The 12 degrees energy within our name. Because of this customization, one
value—intelligence that defines how a business runs. This is represents the profoundly different way Icertis sees should never attempt to type out or replace our wordmark
the foundation, the building block, of commerce. contracts and does business by celebrating the 7 letters with regular typography as it’s impossible to replicate.
in Icertis and 5 in FORTE, the acronym for our values sum
The active rectangle (color purple) represents the dynamic to 12. Icertis, our company name, represents what we do: We’re excited for the world to see our new logo. The
lens through which Icertis views a contract. Icertis was the delivering certainty to our customers through contract following pages will help explain how we can use it in the
first company to grasp the truly transformational power intelligence. But that alone is not enough. We need our right ways with consistency.
of CLM—a bold vision of what business could look like if FORTE values to guide us on our journey. Our positioning

Icertis visual identity guide V1.0 September 2020 4

Our primary logo.

Primary on white Primary on active purple gradient Primary on foundation teal Primary on black (For dark-mode product only)

Our Primary logo—the Icertis vertical logo. Primary on active purple gradient. Primary on black.
The vertical logo is the primary way to represent the brand Our color palette is dynamic because we are dynamic. We This mark is reserved only for unique moments like dark
and therefore the preferred mark to use throughout our want to make sure that dynamism comes through at every mode within our product. A special mix of the active
communications. The verticality speaks to the idea of touchpoint. Including those where our active logo rectangle gradient color is used so that the brand mark stands out
growth, moving up and helps us stand out from the crowd. lives on the active purple gradient. In these instances, white on black.
There are four main ways the primary identity can be used: replaces the active gradient in the brand mark. All brand
colors are still represented.
Full color primary on white.
This is our main identity and should be used whenever a Primary on foundational teal.
white or very light background is available. Think of this for In a similar spirit to our primary on active gradient, but this
documents, email sign-offs and just about anything else. allows our wordmark to remain in gray and white replaces
the stationary teal in the brand mark. All brand colors are
still represented.

Icertis visual identity guide V1.0 September 2020 5

Secondary and limited usage logos.

Secondary logo colors Limited usage—one color

Secondary—horizontal logo. touchpoint. Including those where our active logo rectangle Limited usage—one color.
The horizontal logo is only to be used when there is limited lives on the active purple gradient. In these instances, white The usage of one color logo is limited. It is restricted to
vertical space for the Primary Logo. As a rule, anytime the replaces the active gradient in the brand mark. All brand where multiple colors aren’t available. Potential examples
primary vertical is less than .325” in width, the secondary colors are still represented. for usage: photocopy, or sponsorship poster.
horizontal mark should be used in replacement. This works
to protect the Icertis wordmark prominence and legibility in Secondary on foundational teal.
small spaces. As with our primary, there are four main ways In a similar spirit to our secondary on active gradient,
the secondary identity can be used: but this allows our wordmark to remain in gray and white
replaces the stationary teal in the brand mark. All brand
Full color secondary on white. colors are still represented.
This is our main identity and should be used whenever a
white or very light background is available. Think of this for Secondary on black.
documents, email sign-offs and just about anything else. This mark is reserved only for unique moments like dark
mode within our product. A special mix of the active
Secondary on active purple gradient. gradient color is used so that the brand mark stands out
Our color palette is dynamic because we are dynamic. We on black.
want to make sure that dynamism comes through at every

Icertis visual identity guide V1.0 September 2020 6

Logo clearspace and minimum size.

Safe area Minimum size

.325"

.25"

Clearspace. Minimum size. Primary—vertical logo.

In order to fully appreciate our logo, it needs some clear It’s important that when using our logo, we never allow The minimum width of the logo is .325 inches. Below this
space surrounding it so it doesn’t compete with other it to get too small. Additionally, we also know that some size, please switch to the secondary—horizontal logo.
visuals within the design. We’ve developed a simple way to communications and content forms will not always leave
ensure that our logo always has the space it deserves: the room we prefer for our logo. In these instances, we’ve Secondary—horizontal logo.
created minimum size standards that should be followed: The minimum height required is .25inches. Below this, the
Primary—vertical logo. brand mark will start to disappear. If it is necessary to go
For the vertical lockup, use the height two of lower case “r” bellow this, shift to the wordmark.
stacked at the respective logo size that is planned to
be used.

Secondary—horizontal logo.
The horizontal lockup uses the height of one lower case “r”
at the respective logo size that is planned to be used.

Icertis visual identity guide V1.0 September 2020 7

Extractable branding units.

Brandmark

Wordmark

Extractable branding units (EBU). Brandmark EBU.

There will be communications where a full logo is not While the primary mark will be used in most cases, it is
appropriate for the medium. An example of this might be sometimes okay to use the brand mark exclusively. Ex: IOS
a smartphone application button or the interior page of icon, or even on cuff-links or buttons.
a robust PowerPoint presentation. In these instances, an
extractable branding unit may be used rather than our Wordmark EBU.
primary logo. Used in specific cases, it is okay for the wordmark to be
extracted and used on its own. Example: on internal pages
As a general rule, EBUs should only be used when one, in a company PowerPoint or on premiums such as buttons.
full primary or secondary logo occurs within the same
communication. In an application, that may occur on the
start-up screen or within the user interface. In the case of a
presentation, a primary logo on the cover slide will suffice:

Icertis visual identity guide V1.0 September 2020 8

Logo location in application

Lower left.
In practice, the Icertis logo is most at home in the lower left
corner. Much like a signature on a contract, it feels official.

Alternatives.
While our intent is to sign off with the logo lower left, this
might not always be possible as certain formats may not
allow. Use your best judgment in times where the format
will not allow.

Icertis visual identity guide V1.0 September 2020 9

Don’t do these things and respect the brand.

Don’t create your own

logo lockup.

Don’t stretch or skew

the logo to fit.

Don’t create your own

color palette.

Don’t crop the logo.

Don’t rotate the logo.

Icertis visual identity guide V1.0 September 2020 10

Color
palette.
Color palette.

We are dynamic, we have a bold vision and so should our The use of a gradient brings all these attributes together in Finally, our palette is rounded out by two colors that bring
brand’s color palette. Our palette is a very important part application rather than just using a single, constant color. structure and work to frame the energy of our active purple
of our overall brand expression as it not only unites all our and foundational teal— gray and white. We use gray to bring
communications when used consistently but also helps Foundational teal is the next core color in our palette. Teal structure to our name without feeling overly serious or
express who we are and what we believe. combines the calming properties of blue with the renewal unapproachable as a full black tint might. White is key to
qualities of green. Teal is more distinctive than green but our overall brand expression as it brings clarity and pause
We use our active purple gradient to capture the energy of still connotes similar qualities of growth, initiative, forward in our expression. Both white and gray are support colors
our work and impact within. It is our primary color in our momentum, and progress. We use our foundational teal within our palette and should be treated as such.
palette and should be more dominant within our brand as a constant color rather than a gradient to capture its
expression. In color theory, purple combines the calm stability and offer a positive contrast to our active purple
stability of blue and the fierce energy of red and is often gradient. The foundational teal color can be used in large
associated with power, ambition, creativity and wisdom. ways within compositions but the overall impression for our
brand should still be purple.

Icertis visual identity guide V1.0 September 2020 12

Color Impression and balance.

Overall brand color balance

Primary impression: Active purple gradient

Secondary impression: Foundational teal Support: White Support: Gray

Our brand’s color impression should feel biased towards

purple. We’ve made this decision as it captures the right
balance of energy for our brand. While not a mathematical
or quantifiable rule, the balance above is what our
customers should experience, in aggregate, from our brand
expression. White should be integral to all communications
and gray acts as support through typography and graphic
elements within our compositions.

Icertis visual identity guide V1.0 September 2020 13

Color.

Active purple gradient Foundation teal White Gray Secondary purple (type only)

HEX HEX HEX HEX HEX HEX HEX

#00FFFF #2B38C2 #90278E #00E4BC #FFFFFF #404041 #6432A5

RGB RGB RGB RGB RGB RGB RGB

r0 g255 b255 r43 g56 b194 r144 g39 b142 r0 g228 b188 r255 g255 b255 r64 g64 b65 r100 g50 b165

PMS (coated) PMS (coated) PMS (coated) PMS (coated) PMS (coated) PMS (coated) PMS (coated)
310C 2728C 513C 333C n/a 446C 266C

PMS (uncoated) PMS (uncoated) PMS (uncoated) PMS (uncoated) PMS (uncoated) PMS (uncoated) PMS (uncoated)
310U 293U 254U 332U n/a Black 6U* VIOLET

CMYK CMYK CMYK CMYK CMYK CMYK CMYK

50/0/5/0 100/60/0/0 50/85/0/0 56/0/30/0* 0/0/0/0 52/32/30/76* 80/100/0/0

*This is color is very hard to match, *Best practice is to have your

due to the limited spectrum of professional print vendor do color
CMYK. This breakdown is Pantone’s match to PMS 446C & confirm the
color bridge recommendation. Best test result are dark enough. A flood
practice is to have your professional of this gray on uncoated stock may
print vendor do color match to PMS need a double hit.
333C & confirm the test results.

Active purple gradient. rather than a gradient to capture its stability and offer a With respect to typography, gray is our primary color for
We use our active purple gradient to capture the energy positive contrast to our active purple gradient. setting our messages. This includes moments where we set
of our work and impact within. It is our primary color our message on top of foundational teal. When a message
in our palette and should be more dominant within our White. is set on top of our active purple gradient, the type should
brand expression. The gradient is created by using a White is key to our overall brand expression as it brings be reversed in white. A solid purple may be used for setting
linear gradient at 49.3° at equal parts of the three colors clarity and pause in our expression. messages within designs but cannot be used to replace our
identified above in equal parts. A sample of the gradient is active purple gradient for shapes or image overlays.
available in our downloadable resources. Gray.
Primarily used with typography and secondary graphic Please reference the best practices section at the end of
Foundation teal. elements. Like the white, it provides contrast in an this guide to see color variations in application.
Foundation teal is the next core color in our palette. Teal otherwise colorful field.
is the color of growth, of initiative, forward momentum, of
progress. We use our foundational teal as a constant color

Icertis visual identity guide V1.0 September 2020 14

Don’t do these things with color.

Don’t create your

own colors.

Don’t replace the active

purple gradient with a
flat purple. Abc 123
Don’t set messages in
foundational teal due to
accessibility challenges.

Icertis visual identity guide V1.0 September 2020 15

Compositional
system.
Compositional system.

Compositional system. captures both the structure we provide through the outer
Our compositional system is another vital component of clear space border while also visualizing the bold, active
our brand expression. While colors, content and imagery role we take through the angled action line. Together, they
may change, our compositional system works to unify act as a frame that can be used in different ratios based
them all through a consistent shape language and grid. As on the composition need.
importantly, the compositional system visually expresses
our active role in bringing new worlds into focus for our
customers. It’s built on the core idea of our identity and

Icertis visual identity guide V1.0 September 2020 17

Compositional system grid.

The compositional grid system. married with the 78° angle, we complete the narrative of
The grid is built on a 78° angle found in the left edge of the our logo in every composition by capturing both foundation
active rectangle in our logo. It is broken up into 13 sections and dynamic action.
so that there is always a diagonal representation regardless
of the communication size or type. Within, the grid can There are 09 key compositions that we’ve prioritized for
be used to create a positive holding shape for color, or use as they are successful in a myriad of communications
a negative white space in which content can be set, and (shown above). We recommend using various layouts
lastly, it can be used to crop photography. throughout your materials to create visual interest.

Around the outside of any composition is a clear space Please reference the best practices section at the end of
border. This emulates the foundation rectangle in our logo this guide to see the compositional system in application.
and creates a similar stability in every composition. When

Icertis visual identity guide V1.0 September 2020 18

Don’t do these things to your composition.

Don’t use multiple

angles.

Don’t use without

a clear space border.

Don’t use a small angle

made by a single grid
unit at either end. Use
a minimum of two
grid units.

Icertis visual identity guide V1.0 September 2020 19

Photography
style.
The photography shown is for intent/direction.
Do not use photography without purchasing
image rights.
Photography style.

Collaboration. Zoomed in on challenge at-hand. Portraits of confidence. Our customer’s focus.

Our photography celebrates the focus we, and our honest. And, our photography should also feel vibrant, We have four categories within our photography style:
customers, have in our work. Within our photography style, inclusive, global and multicultural so work to make sure all
our bold vision, FORTE values and dynamic spirit come to image choices reflect these important traits. 01. Collaboration.
life through the action and talent that we capture in the Representative of our company culture as well as how we
lens. Action should feel dynamic and feel as though no Formally, all photographs should feel dynamic with clear work with our customers.
one knows a camera is present. People are at work and foreground and background relationships. We aren’t 02. Zoomed in on the challenge at-hand.
focused on the challenge at-hand. That means that posed looking for images that just capture a moment, we want Focused on the task at hand.
or contrived settings WILL NOT answer our needs­—facial to find the energy within every setting. Make sure there is 03. Portraits of confidence.
expressions, poses and settings should all feel real. A compositional tension in every photo selected as well as Moments of confidence of individuals—these portraits can
good rule of thumb is that we are looking for the moments crops you create while avoiding superfluous visual content. be of the Icertis team or our customers.
between moments. As we follow this rule, it ensures that Light should feel natural and when appropriate, slightly 04. Our customer’s focus.
the photography we use / create feels real, human and blown out by a nearby light source. Avoid images that feel To celebrate the result of our work that enables our
intentionally studio lit. customer’s work.

Icertis visual identity guide V1.0 September 2020 21

Photography style — Collaboration.

Collaboration. Avoid images that have cliché business settings or

Our collaboration photostyle is representative of our scenarios. No hand shakes or larger-than-life smiles as
company culture as well as how we work with they take away from our focus on our work. That said,
our customers. people should look optimistic yet grounded and full
of dedication.
Photography should be candid and in-situation as though
we’ve caught a moment without the subjects even knowing Look to www.stocksy.com for good lifestyle and
we were present. Bold energy should be present in all people-at-work imagery.
images without feeling contrived or forced—note the
people working at the glass wall with Post-It notes. It feels
as though they are passionate about solving big problems.
Work to capture this confidence and dynamism in every
image you select.

Icertis visual identity guide V1.0 September 2020 22

Photography style — Zoomed in on the challenge at hand.

Zoomed in on the challenge at hand. Avoid images that feel too posed or demonstrative with
This part of our photography style allows us to focus on pointing fingers or over-the-top gesturing.
those in the moment of whatever challenge is at-hand.
Look to www.stocksy.com for good lifestyle and people-at-
As with collaboration imagery, photography should be work imagery.
candid and in-situation as though we’ve caught a moment
without the subjects even knowing we were present. Bold
energy should be present in all images without feeling
contrived or forced—Note the woman working on her laptop
above. She’s engaged in her work and you can see her drive
to solve what’s at hand. This quality is in each of the images
above. Work to capture this quality in every image you
select as it paints a narrative that’s inviting and
easy to understand.

Icertis visual identity guide V1.0 September 2020 23

Photography style — Portraits of confidence.

Portraits of confidence. Avoid images that feel stiff with posing and heavy direction
This part of our photography style allows us to highlight from the photographer. Not too serious and not too smiley.
the confidence of individuals—these portraits can be of the Allow personality to show. Sometimes that will be no smile,
Icertis team or our customers. or just a hint. Regardless, allow it to feel natural.

These images are not traditional portrait sittings where Look to www.stocksy.com for good lifestyle and people-at-
someone holds their breath and smiles for the camera. work imagery.
These images should feel much more editorial and honest
in the way they capture the bold, unflinching vision of each
individual. Photography should be candid and in-situation as
though we’ve caught a moment without the subjects even
knowing we were present.

Icertis visual identity guide V1.0 September 2020 24

Photography style — Our customer’s focus.

Our customer’s focus. Avoid images that are too complex and lacking a focal point.
This part of our photography style allows us to celebrate Additionally, avoid images that are too real or graphic as
the result of our work that enables our customer’s work. they may interrupt the attention our audience has on our
core communication.
Our client’s industries are varied but they are unified by
their commitment to action. We work to capture this action Look to each client’s media relations materials and
by showing the everyday moments that we’ve helped bring representatives for imagery to use.
to life through our actions.

These images should reflect their respective industries and

cultures and how each client captures their own brand.
That said, imagery should still fit within our formal
style principles.

Icertis visual identity guide V1.0 September 2020 25

Photography application in composition.

Cropped photography graphic usage.

Photography is meant to pair with the graphic/diagonal grid
system. Photography can exist on white field or paired with
one of the brand colors.

Icertis visual identity guide V1.0 September 2020 26

Photography application with gradient overlays.

Photography with active gradient overlay usage. Adjusting the gradient.

The active gradient is “multiplied” over the image. This When placing the color over an image, it will be necessary
creates a space that you can put type over the image. to adjust the gradient. The intent is for the color to visually
read similar to the active gradient color within the logo. We
do this by choosing photography with light, or relatively high
contrast. The color layered over the top is then adjusted.
The light blue opacity drops (50% in the example above),
the middle blue opacity stays the same, and the purple
opacity drops (50% in example above).

Icertis visual identity guide V1.0 September 2020 27

Don’t do these things to photography.

Don’t use overly staged,

or directed and posed
photos. Our photography
should feel situational.

Don’t use unrealistic

studio light.

Don’t overlay teal

on photographs.

Don’t use color to overlay

photo and negative space.

Icertis visual identity guide V1.0 September 2020 28

Typography.
Typography.

Body copy

Headline and display. Subheads and body copy.

Work Sans–Semi Bold Work Sans–Regular

abcdeghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTU
abcdeghijklmnopqrstuvwxyz VWXYZ 0123456789

ABCDEFGHIJKLMNOPQRSTU
VWXYZ 0123456789
Medium reversed out and subhead

Work Sans–Medium

abcdeghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTU
VWXYZ 0123456789

We’ve selected Work Sans as the primary typeface for the

Icertis brand. Works Sans is a Google Font so it’s available
for all to use. More importantly, Work Sans was selected for
its approachable yet intentional letter-forms. A Semi-Bold
weight is used for headlines and display while a medium
weight or regular has been selected for subheads and
in body copy.

Icertis visual identity guide V1.0 September 2020 30

Secondary
graphic
elements.
Secondary graphic elements­­.

Iconography to come.

Icertis visual identity guide V1.0 September 2020 32

Brand
voice.
Brand voice.

Go beyond
contract management.
Discover Icertis
Contract Intelligence.

Please reference the Icertis Brand Book for guidance on

messaging and overall brand voice.

Icertis visual identity guide V1.0 September 2020 34

Best practice
examples.
Best practice examples.

Contract Intelligence brochure.

Note how the angle is used in a variety of compositions
along with color and photography.

Icertis visual identity guide V1.0 September 2020 36

Best practice examples.

LinkedIn ad. LinkedIn Banner.

Note how the active gradient works with typography Note how photography can work adjacent to active gradient
over photography. and typography.

Icertis visual identity guide V1.0 September 2020 37

Best practice examples.

PowerPoint template.
Note the variety of usage and adaptability to content.

Icertis visual identity guide V1.0 September 2020 38

Best practice examples.

Internal promotional items.

Note how the visual identity system can still create, lighter,
celebratory moments to enhance our internal team’s
everyday experiences.

Icertis visual identity guide V1.0 September 2020 39

Contacts.
Contacts.

Jessica Shapiro Sarah Schneider Daniel Person

VP, Corporate Marketing Senior Marketing Manager Content Manager
[email protected] [email protected] [email protected]
+1-206-351-1167 +1-503-720-4852 +1-253-301-9229

Icertis visual identity guide V1.0 September 2020 41