Brand Style Guide
Welcome
Copy Guide
Brand Promise
An exceptional eye exam experience for everyone.
Brand Attributes
Voice & Tone
In order to speak directly to the needs of doctors and practice owners, Carrot’s voice should be both caring and scientific while emphasizing our dedication to continued innovation.
Innovative
- We are curious, not assuming
- We are interested, not absent
- We are forward-thinking, not fixed
Do
Developing useful features for today and tomorrow.
Don't
All the features you need.
Scientific
- We are knowledgeable, not unfamiliar
- We are researched, not uninformed
- We are evidence-based, not presumptive
Do
Tested and refined for a better eye exam experience.
Don't
Carrot, you will love it.
Caring
- We’re here to help, not to hinder
- We are partners, not vendors
- We are empathetic, not indifferent
Do
Making eye exams better for everyone.
Don't
Are you living in the past?
It’s time to upgrade.
Dedicated
- We are established, not transient
- We are reliable, not unpredictable
- We are focused, not apathetic
Do
An exceptional eye exam should not be the exception.
Don't
Carrot, try it before it’s too late.
Company Values
- Growth
“Advancing knowledge.” - Integrity
“Accountability and ownership.” - Simplicity
“Efficient with clear goals.” - Cleverness
“Resourceful and innovative.”
Visual Branding
Identity & Artwork
The Wordmark
Icon
Avatar & Bug
Unacceptable Logo Variations
Icon Set
Photography & Video
Dashboards
Color Palettes
Primary Color Palette
Eigengrau
HEX: #16161D
RGB: 22.22.29
CMYK: 77.71.60.77
PMS: 532 C
PMS: 4147 U
Warm Gray
HEX: #4D4C47
RGB: 77.76.71
CMYK: 64.57.61.39
PMS: 2336 C
PMS: 419 U
Cardstock
HEX: #C4C2B6
RGB: 196.194.182
CMYK: 24.18.27.0
PMS: 4239 C
PMS: 400 U
Light Gray
HEX: #F2EFE1
RGB: 242.239.225
CMYK: 4.3.11.0
PMS: 9064 C
PMS: 9043 U
White
HEX: #ffffff
RGB: 255.255.255
CMYK: 0.0.0.0
PMS: – C
PMS: – U
Orange
HEX: #D1703E
RGB: 209.112.62
CMYK: 14.66.85.2
PMS: 7578 C
PMS: 159 U
Secondary Color Palette
Red
HEX: #C6533C
RGB: 198.83.60
CMYK: 16.80.83.5
PMS: 7619 C
PMS: 2349 U
Yellow
HEX: #C9871F
RGB: 201.135.31
CMYK: 20.49.100.3
PMS: 145 C
PMS: 131 U
Green
HEX: #747B45
RGB: 116.123.69
CMYK: 54.37.85.17
PMS: 5763 C
PMS: 2307 U
Teal
HEX: #487577
RGB: 72.117.119
CMYK: 74.41.47.13
PMS: 7475 C
PMS: 7721 U
Blue
HEX: #50538D
RGB: 80.83.141
CMYK: 80.75.17.3
PMS: 7673 C
PMS: 2748 U
Purple
HEX: #6B4877
RGB: 107.72.119
CMYK: 65.80.28.10
PMS: 668 C
PMS: 3515 U
Typography
Funnel Display
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IBM Plex Sans
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890-=[];’,../