BRAND

GUIDELINES
V2 - JANUARY 2023
OVERVIEW
The Evernote brand system was born from our DNA: It is optimistic,
clever, confident, and clear.

Everything we create should be crafted with care in order to reflect our

purpose of helping people remember everything and accomplish
anything.

These brand guidelines provide the guidance you need to make our
brand identity shine, wherever it lives.

evernote brand guidelines - 2023 2

 OVERVIEW
Design Guidelines The Building Blocks of our Brand

04 Brand Strategy
26 Typography
44 Art Direction

08 Voice & Tone

30 Shapes & Patterns
48 Type as Art

13 Logo
35 Illustration
50 Applications

23 Color
42 Motion
55 FAQ

3
BRAND STRATEGY

evernote brand guidelines - 2023 4

 BRAND STRATEGY
Design Guidelines Vision / Mission / DNA

At Evernote, we CREATE AN EXTENSION FOR YOUR BRAIN...

So you can REMEMBER EVERYTHING & ACCOMPLISH ANYTHING.

• When life feels overwhelming, WE HELP YOU MAKE SENSE OF IT.

• As a partner in your process, WE MAKE YOUR DAY EASIER.
• Because your needs are unique, WE ADAPT TO THE WAY YOU WORK.

DNA
Optimistic, clever, confident, clear

5
 BRAND STRATEGY
Design Guidelines The Story of Evernote

Inventor and entrepreneur Stepan Pachikov believed technology was the

key to solving a problem it had helped to create: how to succeed in a world
where the volume and velocity of information is increasing exponentially,
while our own memories are limited.

To do this, Stepan realized we needed a way to extend three functions of the

human brain: it remembers the past, builds connections, and creates new
ideas for the future. Evernote was born from his vision to make all three of
these functions easier.

Beginning with a rallying cry to “Remember Everything,” Evernote has

become the home for billions of notes, ideas, plans, and memories. It has
grown into a full-featured productivity platform for turning thinking into
doing. And it has blossomed into a globally recognized brand with millions
of enthusiastic customers around the world.

6
 BRAND STRATEGY
Design Guidelines Boilerplate

Evernote’s mission is to help you remember everything and accomplish

anything. Our apps aim to be a helpful partner in your process, making
it easy for you to collect and organize everything that matters, keep
your personal and professional life on track, and increase productivity
to accomplish more. Evernote is an independent, privately held global
company headquartered in Redwood City, California, that helps more than
250 million customers around the world focus on what matters most. For
more information, visit: evernote.com/about-us.

7
VOICE & TONE

evernote brand guidelines - 2023 8

 VOICE & TONE
Design Guidelines Style Guide

Our voice & tone are the verbal counterpart to our brand’s visual look &
feel. The way we present Evernote to audiences has a huge influence on
how they feel about us. It can mean the difference between creating a brand
ambassador and losing a customer forever.

Voice is our unique verbal personality. It is true to our brand and never
changes. Tone is how we adapt our voice to fit a specific situation.

For example, you might use one tone when you’re out to dinner with friends,
and a different tone when you’re in a meeting with your boss. Evernote varies
its tone to fit various kinds of interactions, from product UX to customer
support, advertising, social media, and any other situation where the
company or its employees speak to the public.

The following pages present some voice & tone basics. For more detailed
information and best practices, please see the Evernote Copy Guidelines
document, available from the Creative Studio team.

9
 VOICE & TONE
Design Guidelines Talking about Evernote

Evernote’s voice is optimistic, clever, confident, and clear. These qualities run through everything we do, and

reflect our highest priority: helping people focus on what matters to them and feel more in control of their lives.

Optimistic
We are hopeful and cheerful. We are helpful but not prescriptive. We believe that technology
(specifically our own) holds the potential to improve our customers’ lives.

Clever
We are original and creative. We are smart but not pretentious; playful but not silly. We
delight in finding innovative solutions to our customers’ problems.

Confident
We are sure of ourselves, independent, and brave. We are experts but not bossy. We speak
our truth, honestly and straightforwardly, and demonstrate the courage of our convictions.

Clear
We are concise, and effortlessly understood. We are informal but not sloppy. We use only as
many words as it takes to communicate our ideas effectively.

10
 VOICE & TONE
Design Guidelines Talking about Evernote: Rules of Thumb

• Write simply but not simplistically. A smart sixth-grader should

understand you.

• Focus your message. Always lead with the main point or the most
important content. Make your content easy to scan.

• Tell customers what they need to know, clearly and concisely. Use short
words and sentences.

• Avoid technical jargon and internal names for product features. Will the
reader know what you mean?

• Spell out cardinal numbers (one, two) and ordinal numbers (first, second)
below 10, but use numerals for numbers 10 and above (Exception:
Numerals are fine in headlines, buttons, and subject lines).

• Use contractions. They’re friendly.

• The passive voice is to be avoided if possible. Avoid the passive voice if

possible. (See what we did there?)

• Don’t write in ALL CAPS, unless it’s specifically called for in UX style.

• Use Oxford (a.k.a. serial) commas. In other words, always place a

comma before the final item in any list of three or more items (before
the “and” or “or”).

11
 VOICE & TONE
Design Guidelines Talking about Evernote: Brand vs Product

Evernote is a business entity, a brand, and the name of a product. Whenever you use the word “Evernote,”

it should be clear which one you mean.

If you’re referring to the brand or the product in general, just call it “Evernote.” You will
sometimes see members of the public capitalize the N. This is incorrect.

If you’re referring to the company, you can also use “Evernote” by itself unless speaking
on behalf of the corporation in a business context, such as in a press release. In that case, say
“Evernote Corporation” in the first mention to distinguish it from the product or brand. Afterwards,
it’s fine to simply use “Evernote.”

If you’re referring to a specific app, program, or SKU, always include “Evernote” in the first
mention:
• Evernote Free, Evernote Personal, Evernote Professional, Evernote Teams
• Evernote Certified Experts, Evernote Scannable

Afterwards, it’s OK to just use “Free,” “Personal,” “Professional,” etc. on its own, but always keep an
eye on clarity.

12
LOGO

evernote brand guidelines - 2023 13

 LOGO
Design Guidelines Primary Lockup

The logo lockup has two parts: the logomark (a.k.a. Mads the Elephant) and the
wordmark (“Evernote”).

The following pages outline the principles behind both elements, and how to use them
to represent Evernote in the most effective way.

14
 LOGO
Design Guidelines Primary Lockup

The primary logo in black and green should appear on a white background whenever possible. If the background has color,
use the white logo. The green on black treatment should be used sparingly, when other treatments aren’t practical.

Green
PANTONE 2422
CMYK 80/0/100/0
RGB 0/168/45
HEX #00A82D

Black
PANTONE Black 6 C
CMYK 0/0/0/100
RGB 0/0/0
HEX #000000

Primary Color Lockup Primary White Lockup Primary White Lockup Primary Green on Black Lockup

Secondary Color Lockup Secondary White Lockup Secondary White Lockup Secondary Green on Black Lockup

15
 LOGO
Design Guidelines Logomark (Mads the Elephant)

The logomark is affectionately named Mads, after Evernote’s first paying customer. Using
the logomark without the “Evernote” wordmark is an exception and requires approval.

The black logomark is generally reserved for our Early Access beta testing program.

Color Logomark White Logomark

White Logomark Black Logomark

16
 LOGO
Design Guidelines Minimum Size

Our logo must always be clearly legible. The recommended minimum sizes below are
the smallest the logo can appear without loss of detail.

Logomark Primary Lockup Secondary Lockup

Print: .1875" (3/16") Print: 1" Print: .75” (3/4”)

Screen: 24x24px Screen: 72x16px Screen: 54x29px

17
 LOGO
Design Guidelines Clear Space

Maintain clear space around our logo to avoid crowding from other graphic elements.

There are two ways to determine the correct amount of clear space:

1. Use the height of the “v” in the “Evernote” wordmark.

2. Measure the vertical distance in Mads’ ear from the fold line to the bottom tip.

Primary Lockup Logomark

Secondary Lockup

18
 LOGO
Design Guidelines Examples of Misuse

Below are examples of what not to do with the logo.

DO NOT reposition elements within lockups DO NOT scale marks disproportionately DO NOT rotate or flip marks DO NOT alter the color of marks

DO NOT use the wordmark alone DO NOT resize elements individually DO NOT add elements to the marks DO NOT add effects to the marks
within lockups

DO NOT place marks on a pattern DO NOT fill the logo with patterns DO NOT create patterns with the marks DO NOT typeset the wordmark
or any busy background

19
 LOGO
Design Guidelines Brand Architecture

The following treatments extend Evernote’s brand to programs and product SKUs.
Please note that Evernote does NOT have logos for individual features and functions.

Primary Logo

Evernote Experts Early Access Program

Certified Expert

Strong Endorsement SKUs

Evernote Free Evernote Personal

Evernote Professional Evernote Teams

Certified Reseller

20
 LOGO
Design Guidelines Integrations

When an integration lockup is required, please follow the instructions below.

Whenever possible and when space allows use the long-form lockups, unless the full
name of the integration partner has previously been displayed.

Long-Form Examples Alignment

The Evernote and Integration logos should have equal visual weight.
In most instances, making each wordmark the same height will achieve
this equal balance.

Color of the Integration arrow lockup

The bottom arrow should always be Evernote primary green. For the
Integration arrow, please select the dominant color of the Partnership
logo. (Salesforce is the example).

Short-Form Examples

Upper arrow should adopt the dominant color of the

partnership logo (Salesforce is the example).

Lower arrow is always Evernote primary green.

21
 LOGO
Design Guidelines Partnerships

When a partnership lockup is required, please follow the instructions below.

Whenever possible and when space allows use the long-form lockups, unless the full
name of the partner has previously been displayed.

Long-Form Examples Alignment

The Evernote and Partner logos should have equal visual weight. In
most instances, making each wordmark the same height will achieve
this equal balance.

Color of the Partnership plus sign

Short-Form Examples

Gray
PANTONE Cool Gray 8
CMYK 0/0/0/43
RGB 136/139/141
HEX #888B8D

22
COLOR

evernote brand guidelines - 2023 23

 COLOR
Design Guidelines Brand Colors

Our primary palette has two colors, derived from the logo: Evernote Green and Black.
A secondary palette is used as accent colors to help bring vibrancy to the visual system.

Make sure to use the color values for our brand as shown below. The Pantone colors
should be used for print.

Primary palette Secondary palette

Light Green White Gray

Pantone 381 CMYK 0/0/0/0 Pantone Cool Gray 8
CMYK 25/0/100/0 RGB 255/255/255 CMYK 0/0/0/43
RGB 206/220/0 HEX #FFFFFF RGB 136/139/141
HEX #CEDC00 HEX #888B8D

Green Black
Pantone 2422
Pantone Black 6 C
CMYK 80/0/100/0
CMYK 0/0/0/100
RGB 0/168/45
RGB 0/0/0
HEX #00A82D
HEX #000000

24
 COLOR
Design Guidelines Extended Colors & Shades

For limited instances (such as product UX or editorial graphics) where restricting colors to the Primary and Secondary Palette
is not practical, the following colors may be deployed as accents or to enhance clarity.

Extended Color Palette

Ocean Boat Blue Tomato Apricot Honey Raisin

RGB 0/129/194 RGB 229/78/64 RGB 252/177/0 RGB 255/217/25 RGB 167/60/189
HEX #0081C2 HEX #E54E40 HEX #FCB100 HEX #FFD919 HEX #A73CBD

Shades

Lightest Extra Lightest Apricot Lightest Lightest Extra Lightest Lighter

HEX #E5F2F8 HEX #FFEcF1 HEX #FCB100 HEX #FFF4BA HEX #F6EBF8 HEX #E9FDF1 HEX #DEEB6A

Lighter Lightest Dark Light Light Light Light

HEX #B2D9EC HEX #F2B6B3 HEX #F0A00D HEX #FFEB82 HEX #B95CCC HEX #26b54C HEX #D6E527

Light Lighter Darker Honey Raisin Evernote Green Key Lime Pie Green
HEX #66B3DA HEX #ED8682 HEX #DE9000 HEX #FFD919 HEX #A73CBD HEX #00A82D HEX #CEDC00

Ocean Boat Blue Light Dark Dark Dark Dark

HEX #0081C2 HEX #E86357 HEX #F5CC05 HEX #863097 HEX #008F26 HEX #BBCD00

Dark Tomato Extra Darkest Darker

HEX #026FAC HEX #E54E40 HEX #26251C HEX #007620

Darker Dark Extra Dark

HEX #02588E HEX #CC4033 HEX #2E3E34

Darkest Darker
HEX #004161 HEX #AD372F

Extra Darkest Darkest

HEX #2B3B3D HEX #952C23

Extra Darkest
25 HEX #3F3034
TYPOGRAPHY

evernote brand guidelines - 2023 26

 TYPOGRAPHY
Design Guidelines Primary Typeface (Marketing Only)

Our primary typeface is Soleil, a modern sans-serif that strikes the perfect balance
between well-crafted, instantly recognizable, and welcoming.

The default text color is black. Green can be used for headings, emphasis, or links. Light
Green should not be used for text. In general, we use Soleil Regular, Bold, and Light.

Soleil

Soleil Light Soleil Light Italic Soleil Regular Soleil Italic

ABCDEFGHIJKLMN ABCDEFGHIJKLMN ABCDEFGHIJKLMN ABCDEFGHIJKLMN

OPQRSTUVWXYZ OPQRSTUVWXYZ OPQRSTUVWXYZ OPQRSTUVWXYZ
abcdefghijklmn abcdefghijklmn abcdefghijklmn abcdefghijklmn
opqrstuvwxyz opqrstuvwxyz opqrstuvwxyz opqrstuvwxyz
0123456789 0123456789 0123456789 0123456789

Soleil Book Soleil Book Italic Soleil SemiBold Soleil SemiBold Italic

ABCDEFGHIJKLMN ABCDEFGHIJKLMN ABCDEFGHIJKLMN ABCDEFGHIJKLMN

OPQRSTUVWXYZ OPQRSTUVWXYZ OPQRSTUVWXYZ OPQRSTUVWXYZ
abcdefghijklmn abcdefghijklmn abcdefghijklmn abcdefghijklmn
opqrstuvwxyz opqrstuvwxyz opqrstuvwxyz opqrstuvwxyz
0123456789 0123456789 0123456789 0123456789

Soleil Bold Soleil Bold Italic Soleil ExtraBold Soleil ExtraBold Italic

ABCDEFGHIJKLMN ABCDEFGHIJKLMN ABCDEFGHIJKLMN ABCDEFGHIJKLMN

OPQRSTUVWXYZ OPQRSTUVWXYZ OPQRSTUVWXYZ OPQRSTUVWXYZ
abcdefghijklmn abcdefghijklmn abcdefghijklmn abcdefghijklmn
opqrstuvwxyz opqrstuvwxyz opqrstuvwxyz opqrstuvwxyz
0123456789 0123456789 0123456789 0123456789

27
 TYPOGRAPHY
Design Guidelines Alternative Typeface

In applications where Soleil is not available, please use Helvetica Neue.

The default text color is black. Green can be used for headings, emphasis, or links
in some cases. Light Green should not be used for text. In general, we use Regular,
Bold, and Light weights.

Helvetica Neue
Helvetica Neue Light Helvetica Neue Light Italic Helvetica Neue Regular Helvetica Neue Italic

ABCDEFGHIJKLMN ABCDEFGHIJKLMN ABCDEFGHIJKLMN ABCDEFGHIJKLMN

OPQRSTUVWXYZ OPQRSTUVWXYZ OPQRSTUVWXYZ OPQRSTUVWXYZ
abcdefghijklmn abcdefghijklmn abcdefghijklmn abcdefghijklmn
opqrstuvwxyz opqrstuvwxyz opqrstuvwxyz opqrstuvwxyz
0123456789 0123456789 0123456789 0123456789

Helvetica Neue Medium Helvetica Neue Medium Italic Helvetica Neue Bold Helvetica Neue Bold Italic

ABCDEFGHIJKLMN ABCDEFGHIJKLMN ABCDEFGHIJKLMN ABCDEFGHIJKLMN

OPQRSTUVWXYZ OPQRSTUVWXYZ OPQRSTUVWXYZ OPQRSTUVWXYZ
abcdefghijklmn abcdefghijklmn abcdefghijklmn abcdefghijklmn
opqrstuvwxyz opqrstuvwxyz opqrstuvwxyz opqrstuvwxyz
0123456789 0123456789 0123456789 0123456789

28
 TYPOGRAPHY
Design Guidelines Typography for Web

The default text color is black. Green can be used for headings, emphasis, or links.
Buttons generally use white text on green or green text on white.

Baseline Grids

For web typography, employ line heights in multiples of 8px. When possible,
type size should be a multiple of 4px. It is important to have a line-height
that breathes and carries a nice spacing cadence down the page.

29
SHAPES & PATTERNS

evernote brand guidelines - 2023 30

 SHAPES & PATTERNS
Design Guidelines “Ever Better” Elements

Iconic shapes and patterns are foundational to our system. The shapes below symbolize our
brand promise. They can be sprinkled through an illustration like dust, or used as building
blocks for patterns.

Productivity What matters most Momentum Success Organization

Accomplishment Progress Flow Focus

31
 SHAPES & PATTERNS
Design Guidelines Signature Pattern

The signature pattern uses all the Ever Better elements and can be used for various
marketing purposes. The pattern is available as an Adobe Illustrator file on Brandfolder.

For detailed instructions on building, filling, and preparing patterns for production in
Illustrator, refer to the Ever Better Pattern Guide.

32
 SHAPES & PATTERNS
Design Guidelines Elemental Patterns

Patterns are a key visual element of our system. These patterns are symbolic of our “Ever Better” promise.

Productivity What matters most Momentum Success

Focus Accomplishment Progress Flow

33
 SHAPES & PATTERNS
Design Guidelines Other Explorations

Always center patterns in shapes. Avoid cropping pattern elements in undesirable ways.

Patterns don’t have to be limited to the “Ever Better” shapes. Patterns of original
graphic elements like those shown below could be used to represent a repeatable
process, an abundance of options, or other abstract concepts in a visually appealing way.

34
ILLUSTRATION

evernote brand guidelines - 2023 35

 ILLUSTRATION
Design Guidelines Overview

Illustrations are a key element of our design system, and they are divided into three main
categories: bold hero images, smaller spot illustrations used for in-line content, and
iconography. Distinct styles of illustrations exist for marketing, engagement, and social
content–each tailored to their function.

36
 ILLUSTRATION
Design Guidelines Primary Styles

There are two primary styles of illustration for marketing materials, conceptual and representative.

Conceptual images are used to convey complex ideas and are best suited to conveying benefits, value,
or aspects of our brand promise.

Representative images are best suited to marketing specific feature sets, demonstrating use cases, or
customer education.

Conceptual Representative

37
 ILLUSTRATION
Design Guidelines Hero Placements

Hero placements should be bold and eye-catching. Conceptual hero images should focus on creating
an emotional connection with the viewer and quickly communicating the value we’re presenting.
Representative heroes are often used to introduce users to new funtionality and contain simplified UI
or icons that will be recognizeable when the user returns to Evernote.

Both of these images represent our

Collaborative Editing feature. The top
image is conceptual and meant to
introduce a general audience to the
idea of multiple people working on
one document concurrently, while the
bottom image is representative and
meant to show users how the feature
works within the Evernote UI.

38
 ILLUSTRATION
Design Guidelines Spot Illustrations

Spot illustrations are smaller than hero illustrations and are frequently used for inline content.
Spot illustrations often feature a simplified UI which serves to draw the viewers’ focus to the most
important parts of the artwork. Details are often abstracted which both reduces the cognitive load of
the viewer and reduces the number of items that need to be translated when localizing the art.

Simplified UI Abstracted Content

39
 ILLUSTRATION
Design Guidelines Iconography

We use icons to give graphic emphasis to a simple idea. Often they are used to provide
a visual marker that the user will use later to orient themselves within the product. While
our iconography can be any of the brand colors we use a limited or monochromatic
palette to avoid overcomplicating the image.

Left: A set of large icons

in monochromatic blue

Above: A set of small

icons in gray and green.

40
 ILLUSTRATION
Design Guidelines Editorial Style

Our editorial illustrations are used for our blog and social media content. The collage
style mixes black & white photography with bold shapes and brand colors to create
a visual language for value-added content distinct from our product and marketing
materials while still being recognizable as Evernote.

41
MOTION

evernote brand guidelines - 2023 42

 MOTION
Design Guidelines Video Principles

Video and motion graphics at Evernote are engaging and deliberate. Action and sound
design should focus on supporting a clear story. Movement should guide the eye of the
viewer while music and sound evoke emotion. Our stories are educational but also fun,
letting the personality of the brand show though.

Meeting Mastermind What is Evernote?

Introducing Home

43
ART DIRECTION

evernote brand guidelines - 2023 44

 ART DIRECTION
Design Guidelines Portraits

Portraits can be shot in studio or on location. In either instance, the background should
be uncluttered and serene. Natural, sun-lit lighting is preferred.

It’s important that subjects look at ease in the spaces they are photographed in, with
relaxed body language and expressions that are not overly cheerful or serious.

Subjects should wear dark or muted colors that will look good against the brand color
palette (for example: gray, black, denim, or dark blue). Solid colors only; no patterns,
stripes, or non-Evernote logos. Avoid white clothing or bright colors like orange and red.

45
 ART DIRECTION
Design Guidelines Stock Photography

If you need to fall back on stock photography, consider using the Ever Better elements
as cropping devices. These elements, with the inclusion of Ever Better Dust, will create
an ownable Evernote style.

These photos are for reference only.

46
 ART DIRECTION
Design Guidelines Product In Composition

When showing an Evernote product, we want the visible notes to tell a story that’s
relevant and relatable to our core audience. This can be either a personal or workplace
story, but should reflect the brand purpose of focusing on what matters most. Think
projects and goals, not recipes.

Mocked-up notes should look lively but clean, preferably with a mixture of content
types visible (text, checklist, image attachment). Titles and text should be grammatically
correct and logical.

When a note list is visible, always use “snippet view” and ensure that titles, abstracts,
and images reinforce the story you are telling.

47
TYPE AS ART

evernote brand guidelines - 2023 48

 TYPE-BASED GRAPHICS
Design Guidelines Examples

Strong typography adds impact to simple messages. Use clever and bold type
treatments in marketing applications, social media posts, and call-outs in articles. See
the Typography section for more detail about our brand typefaces.

49
APPLICATIONS

evernote brand guidelines - 2023 50

 APPLICATIONS
Design Guidelines Example Collateral

App Store Digital Ads

51
 APPLICATIONS
Design Guidelines Experts Program

The Evernote Certified Expert program demonstrates the flexibility of our visual brand.
Existing shapes, patterns, typography, and colors from the extended palette were
remixed to create a complete, distinct system without breaking the Evernote brand.

52
 APPLICATIONS
Design Guidelines Internal Branding

Posters Stickers

53
 APPLICATIONS
Design Guidelines Out of Home

54
FAQ

evernote brand guidelines - 2023 55

 FREQUENTLY ASKED QUESTIONS
Design Guidelines

Where can I find internal assets?

Brandfolder has a wealth of material, including logos, fonts,

illustrations, and more, including many that are not in the
public collection.

Where can the public find Evernote brand assets?

Our public collections on Brandfolder contain a basic set of

assets such as logos, colors, and product images.

What if I can’t find what I need in the Brandfolder?

Contact brand@evernote.com or ask a question in the #brand

internal Slack channel.

56
CONTACT
For inquiries, please reach out to brand@evernote.com

evernote brand guidelines - 2023 57