DESIGN +

BRAND
GUIDELINES
Version 2.0 | Fall 2018
 Our Mission
Lessonly is the powerfully simple
We help people do better work
way for teams to learn and practice
so they can live better lives.
like never before.

Our Vision
We make continuous training possible
for all customer-facing teams.

Our Values
We put learners first.
We challenge ourselves.
We do what is right.
We share before we are ready.
We have difficult conversations.
We critique in love.
We make time for life.

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Introduction

To follow is a holistic set of standards defining

our company’s branding. This guide references
logo usage, colors, visual elements, past collateral
and more. While we strive to push and evolve the
Lessonly brand these standards are subject to
change. Spit happens!

3
Table of Contents

Mission . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 02
Printed & Digital Collateral
Swag . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . 03 Deck Template .......................... 29
Document Templates .................. 30
Page Templates ......................... 31
Brand Identity Product Layout ......................... 32
Attributes ................................ 06 Event Collateral ......................... 34
The Identity System .................... 07
The Logotype ........................... 08
The Logomark .......................... 09 Photography Aesthetic
Logo Colors ............................. 10 Team Photography ..................... 37
Logo Misuse . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 Stock Photography ..................... 38
Social Photography ..................... 39
Event Photography ..................... 40
Visual Elements
Primary Color Palette . . . . . . . . . . . . . . . . . . . 13
Secondary Color Palette ............... 14
Color Misuses ........................... 15
Design Elements ........................ 16
Typography ............................. 18
Buttons .................................. 21
Iconography ............................ 22
Blog Images ............................. 25

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Brand Identity
Brand Attributes
When people meet, interact with, and think of Bright
Lessonly, they should experience a company
When people think Lessonly, they should think bright.
and team that is both composed of, and
Bright as in intelligent and smart, and also bright as in the
reflects, a diverse range of perspectives,
presence of light—a thing that literally gives off or reflects
experiences, and backgrounds.
light. That which is clear and bold.

At the same time, it is essential to

underscore and uphold key attributes we
want people—including our community, Approachable
prospects, customers, investors,
Brightness alone doesn’t cut it. In fact, that can lead to
prospective employees, and more—to
straight up arrogance. We also need to be approachable.
associate with Lessonly.
Put simply, Lessonly should always be friendly and easy
to talk to or deal with.
Consistently and thoughtfully embodying
these characteristics in our actions, words,
and communication is one of the strongest
ways to continue building and growing the Dynamic
Lessonly brand.
Our industry and our customers move fast. To succeed, we
need to keep up, move quickly, and maintain continuous
forward motion. In a word, we must be dynamic. Not static,
fixed, or set in our ways; full of energy and new ideas.

Inspiring
Lastly, we want people to walk away from their interactions
with Lessonly—the people, the company, the brand, and the
product—feeling inspired. Inspired to treat people the way
they were just treated, inspired to do better work, and inspired
to live a better life.

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The Identity System
The Lessonly visual identity system consists of:
•Logotype and
•Logomark

The logotype and logomark are available in a

preferred version for most uses.
Logotype

Download logotype and logomark

Logomark

7
The Logotype
The preferred logo is the one-line logotype; it
should be used whenever possible to build
equity around the Lessonly name.
1x

The logotype is intended for use when the

width of the logo is 50 pixels or larger. x
It should not be used no smaller than 50
pixels wide.

The Lessonly logotype may be reproduced

using Lessonly’s midnight color (#292933), in
black (#000000), or in white (#FFFFFF).

The Lessonly logotype must always be sourced

from the original file—never typeset by the
user—to ensure that the correct scale and
spacing are maintained.

50px (Min. Width)

Logotype Clearspace
To maintain the integrity of the logotype a
certain amount of space around the lockup
must be kept clear of competing visual
elements. The diagram on the right shows
the amount of space that should surround
the logotype.

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The Logomark
The Lessonly logomark is intended for use
when the width of the logo is 20 pixels or
larger. It should not be used as smaller than
20 pixels wide. 1x
x

The Lessonly logomark may be reproduced

using Lessonly’s midnight color (#292933), in
black (#000000), or in white (#FFFFFF).

Logomark Clearspace
To maintain the integrity of the logomark a
certain amount of space around the lockup
must be kept clear of competing visual
elements. The diagram on the right shows
the amount of space that should surround
the logomark.

20px (Min. Width)

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Logo Colors

10
Improper Logo Usage
The Lessonly logotype and logomark are the
official marks of the organization and should
be rendered with consistency and care.
They should never be tweaked, stretched,
or otherwise manipulated. Do not angle the identity design Do not adjust the placement,
spacing, and/or scale of any
element of the identity design
This page shows typical mistakes to be avoided:

• Do not angle the identity

• Do not adjust the placement, spacing,
and/or scale of any element of the identity
• Do not apply any filters such as drop
..shadows or emboss
Do not apply any filters such as Do not outline any part of
• Do not outline any part of the identity design drop shadows or emboss the identity design

• Do not stretch the identity design in any

..direction other than in proportion
• Do not apply stroke to the identity design
• Do not apply colors not in the core color
..palette
• Do not pixelate the identity

Do not stretch the identity design Do not apply stroke to the

in any direction other than identity design
in proportion

Do not apply colors not in the Do not pixelate the identity

core color palette

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Visual Elements
Primary Color Palette

#f9cf36 #292933 #f7f7f7

#f7b300 #292933 #e6e6e6

#f8c624 #383845 #f0f0f0

#fbe286 #464656 #ffffff

RGB 249 / 207 / 54 RGB 41 / 41 / 51 RGB 247 / 247 / 247

CMYK 3 / 16 / 89 / 0 CMYK 77 / 71 / 55 / 61 CMYK 2/1/1/0
HEX #f9cf36 HEX #292933 HEX #f7f7f7
PANTONE 7404 U PANTONE Black 6 U PANTONE Cool Gray 1 U
7404 C 7540 C Cool Gray 1 C

13
Secondary Color Palette

#33959f #f15035 #a8dae2

#66b0b7 #f47c68 #bee3e9

#99cacf #f8a89a #d3edf1

#cce5e7 #fcd3cd #e9f6f8

RGB 51 / 149 / 159 RGB 241 / 80 / 53 RGB 168 / 218 / 226

CMYK 77 / 25 / 36 / 1 CMYK 0 / 84 / 87 / 0 CMYK 32 / 1 / 10 / 0
HEX #33959f HEX #f15035 HEX #a8dae2
PANTONE 2234 U PANTONE Warm Red U PANTONE 630 U
2234 C Warm Red C 630 C

14
Improper Color Usage

White Text

White text on yellow White logo on yellow Two color logo

Yellow Text

Yellow text on white Yellow logo on white Yellow logo on midnight

15
Design Elements
Diagonal Line

Dotted

Wave

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Design Elements

Taking Customer Service to the Next Level

DO
BETTER
WORK Abstract Logo

Lessonly is the powerfully simple Get Insights

way for teams to learn and
Visualize training engagement and
practice like never before.
satisfaction so that your team can find
areas of growth and make better decisions.
Highlighter
Horizontal Divider

17
Typography

1.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1. Proxima Nova Bold abcdefghijklmnopqrstuvwxyz
0123456789
Proxima Nova Semibold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Proxima Nova Regular abcdefghijklmnopqrstuvwxyz
Lorem ipsum dolor sit amet, consectetuer 0123456789
adipiscing elit, sed diam nonummy nibh euis-
ABCDEFGHIJKLMNOPQRSTUVWXYZ
mod tincidunt ut laoreet dolore magna
abcdefghijklmnopqrstuvwxyz
Proxima Nova Typekit download 0123456789

2.
2. Museo Slab 300 ABCDEFGHIJKLMNOPQRSTUVWXYZ
Museo Slab 300 Italic abcdefghijklmnopqrstuvwxyz
0123456789
Lorem ipsum dolor sit amet,
consectetuer adipiscing elit, sed diam
ABCDEFGHIJKLMNOPQRSTUVWXYZ
nonummy nibh euismod tincidunt ut
abcdefghijklmnopqrstuvwxyz
Museo Typekit download
0123456789

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Type Hierarchy

DO Body If you can write an email you

Display
BETTER Museo Slab 300 can use Lessonly—doing better
work is just that simple

Proxima Nova Bold

WORK Button
Proxima Nova Semibold GET STARTED

H1
Proxima Nova Semibold
Heading 1 CTA
Proxima Nova Semibold Get Started
H2
Proxima Nova Regular Heading 2
H3
Proxima Nova Regular Heading 3

Text Links
H4
MuseoSlab 300 Heading 4 Static: While some managers focus simply on
providing training to new reps, it’s a best
practice to provide ongoing training to
H5 new and seasoned reps.
Proxima Nova Semibold Heading 5
Hover: While some managers focus simply on
H6 providing training to new reps, it’s a best
Museo Slab 300 Heading 6
practice to provide ongoing training to
new and seasoned reps.

19
Type Hierarchy

H1 Reimagine Training

DO
If you can write an email you can
Body
use Lessonly—doing better work is
just that simple.

BETTER
CTA Get Started

Display WORK
Lessonly is the powerfully simple
H4 way for teams to learn and Finally, our entire sales force and
practice like never before. H3
customer service organization march
CTA GET STARTED to the beat of the same drum.

H5 Lindsay Y.
H6 Internet Manager
U.S. Cellular

20
Buttons

Static Hover Focused

Button
Proxima Nova Semibold | 16pt GET STARTED GET STARTED GET STARTED
Small Caps

Secondary Button GET STARTED GET STARTED GET STARTED

Proxima Nova Semibold | 16pt
Small Caps

CTA Get Started Get Started Get Started

Proxima Nova Semibold | 18pt

Static Hover Click Focused

Carousel/Directional
2pt Stroke

21
Iconography

Website icons

Small icons Detail icons

Access icon library

22
Team Iconography

Executive Team CX Product

Marketing Sales Services Operations

23
Do Better Work Iconography

Assess Plan Build

Learn Practice Perform

24
Blog Images

SCALED
PRACTICE
& COACHING

25
Printed + Digital
Collateral
Lessonly Swag

27
Lessonly Swag

28
Deck Template

Access master deck template

29
Document Templates

Access document templates

30
Page Templates

Access page templates

31
Product Layout

Taking Customer Service to the Next Level

Clay Laptop Mockup Outline Laptop Mockup

Learner Engagement

Browser Window Mockup Pull Element Mockup

32
Product Layout

Insights
Learner Engagement

Outline Phone Mockup Product Feature Dropshadow

33
Event Collateral

Stay Ahead of Change

We’re all busy. But the best teams
know that amazing things start
with meaningful training.

Deliver your elevator pitch, and include a customer example.

0:16 STOP

L&D Sales

Customer Service Enterprise

lessonly.com

34
Event Collateral

LLAMA LINK

lessonly.com

Pop-Up Banners Invitations

35
Photography
Aesthetic
Team Photography
Lessonly employee headshots—for use on
the Team web page, in decks, and in apps
like Slack and Gmail—should be composed
to match the examples displayed on the
right. Specifically, take care to use a clean
white or extremely light gray wall as the
background, have the subject look directly
into the camera, and light the subject with
continuous softboxes to keep shadows and
modeling subtle. It is advised that the
subject not wear a white or bright red shirt
for the shoot.

Access team headshots

37
Stock Photography
Stock photography gets a bad wrap—
often justifiably so. Shooting original
photography is great but not always worth
the cost (time) it requires to do well. When
it does make sense to move forward with
stock imagery, remember Lessonly’s four
brand attributes: inspiring, dynamic,
approachable, and—most importantly
for photography—bright.

Dos:
• White, windows, and light in the
...backgrounds
• Diverse subjects (gender & ethnicity)
• Images that convey confidence and
..teamwork
• Consider the way subjects are dressed

Don’ts:
• Subject looking at the camera
• Extreme backlighting that silhouettes or
..obscures the subject
• Corporate or formal dress (i.e., neckties);
...Enterprise use-case may be an exception

Access stock photography

38
Social Photography
Lessonly social photography—for use
largely on Instagram—should be
composed to fit with the examples
displayed on the right. Photos should be
tightly composed, use natural light, and
make use of the surrounding
environment/background to establish
context. The images should embody
Lessonly’s brand attributes: inspiring,
bright, approachable, and dynamic,
While also communicating warmth,
fun, and humanity.

Access social photography

39
Event Photography
Similar to Lessonly social photography,
event photography should strive to
capture the feeling of the Lessonly brand
that particular event or moment in time.
Shoot amply, capturing as much
coverage of the event as possible,
including a mix of macro/close-ups,
medium shots of attendees and
employees, and wide shots of venues
and experiences to establish context
for the event.

Access event photography

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www.lessonly.com