Brand
Brand & press kit
Logos, wordmark, color, typography, and usage guidelines.
Mark
Clarity
Clarity- Name
- Clarity
- Tagline
- See the full picture. Decide what’s next.
Downloads
Color
- Foreground
- #0B0E11
- Primary text, headings, high-contrast surfaces
- Background
- #FAF9F7
- Page background, light surfaces
- Muted
- #71717A
- Secondary text, subdued UI
- Border
- #E4E4E7
- Dividers, separators
Hex values are reference. Source of truth is the design-token CSS in the application palette.
Typography
- Display
- Serif-adjacent, low tracking — Headlines, hero titles
- Sans
- Neutral, high legibility — Body, UI, navigation
Voice
- Direct
- Say what we mean. No hedging, no marketing jargon.
- Concrete
- Real numbers, real institutions, real limitations. Not "bank-level encryption" — AES-256 at rest, TLS 1.2+ in transit.
- Respectful
- Users are sophisticated. Don't over-explain, don't pretend complexity isn't real.
Usage
Do
- Use the mark at minimum 16px height with clear space equal to cap height.
- Pair mark and wordmark on first appearance; either alone after.
- Write the brand name as Clarity — capital C, no suffix.
- Graphite mark on paper surfaces, ivory mark on high-contrast panels.
Don't
- Don't recolor, rotate, distort, or add shadows, gradients, or outlines.
- Don't reproduce the wordmark in a different typeface.
- Don't combine the mark with another logo to imply partnership.
- Don't write Clarity.app, ClarityFinance, or Clarity Money — different products.
Press & partnerships
For media, partnerships, or extended assets (PSDs, brand book PDF, founder headshots), email hello@useclarity.app or use /contact. Boilerplate and founder bio are on the press page.