Brand Style Guide

Welcome

Download File Libary

Our brand style guide is to be used as a reference for all Clew staff, partners, and vendors to maintain the consistency of the Clew brand. Compliance with the following standards ensures a consistent voice, quality reproduction, and maximum visual impact.

All projects must be submitted to Clew for approval prior to publishing, printing, and/or transmitting any materials bearing the identity.

Should you have any questions or concerns about proper usage, please contact us:

Keith Ricketts
Vice President of Marketing
[email protected]

Copy Guide

The copy guide consists of our brand attributes and other core descriptive content that should be used to inform our voice and tone.

Brand Promise

Empower risk and assurance practitioners with the insights to inform better business outcomes.

Brand Attributes

The following diagram demonstrates the attributes we want to develop in Clew’s branding. They are broken down into things we want to express and things we want to imply.

Voice & Tone

To create a strong brand, it’s important to speak with a consistent voice. The Voice is defined by the brand’s personality. It’s foundational and should remain consistent. The Tone is the emotional inflection applied to the voice. It should be adjusted based on the particular need.

Core Attributes

  • Curious
  • Strategic
  • Supportive
  • Dedicated

In order to speak directly to the needs of risk professionals, Clew’s voice should be dedicated, curious, and supportive, with a strategic emphasis on utilizing risk management insights to inform better business outcomes.

Curious

We are inquisitive, not indifferent
We are intent, not passive.
We are perceptive, not unaware

When we communicate, we do so with curiosity. We are inquisitive but with a focused intent. We pay attention, ask questions, and, most of all, strategically solve for the challenges our clients face each day.

What does Curious sound like?

Do

Turning complex data
into valuable insights.

Don't

The features
you need today.

Strategic

We are purposeful, not arbitrary
We are knowledgeable, not uninformed
We are data-driven, not driven by opinion

When we communicate, we do so strategically. Risk and Assurance software has long been relegated to a necessary exercise in risk management and compliance. By leveraging the knowledge and insights found within our platform, you can help guide and navigate meaningful business objectives for your organization.

What does strategic sound like?

Do

Use data-driven insights
to inform better
business objectives.

Don't


The best GRC
solution for you.

Supportive

We are partners, not vendors
We listen, never disregard
We are responsive, not indifferent

When we communicate, we do so as supportive partners. We take the time to listen and learn from our clients and teammates. As an extended part of your team, we believe in the value we can bring through collaboration and by being responsive to your organization’s complex needs.

What does supportive sound like?

Do

Empowering risk professionals with the insights to inform better business outcomes.

Don't


Are you living in the past?
It’s time to modernize.

Dedicated

We are proactive, not satisfied
We are disciplined, not reactionary
We are established, not transient

When we communicate, we do so with dedication. As risk professionals with decades of experience, we are committed to solving the complex challenges of Governance, Risk, and Compliance management today and in the future.

What does dedicated sound like?

Do

Solving complex questions, before you need to.

Don't

Are you overwhelmed and undervalued?

Company Values

Every feature, every interaction, and every innovation at Clew is a reflection of our values. They are not just what we believe but what we practice and deliver.

“Our values are the foundation of who we are and how we learn and grow together as a team.”

Purpose

Lead with purpose. Grow with intent. Build better communities.

Together, we move forward with purpose, grow with intention, and embrace our responsibility to the broader community.

Ingenuity

Where creative ideas spark progress.

Turn barriers into breakthroughs. Challenge the norm and think innovatively to create bold, impactful solutions.

Openness

Speak honestly. Make transparent decisions. Build trust.

Encouraging transparency and honest communication.

Adaptability

Stay agile. Embrace change. Turn challenges into opportunities.

Encouraging flexibility and diverse perspectives to achieve best outcomes despite challenges

Fun-tensity

Bring heart and energy to work.

The energy and heart we bring to work to lift others, find purpose in what we do, and have fun while doing it.

Visual Branding

Download File Libary

Identity & Artwork

  • Identity files and supporting artwork must be used as supplied, without alteration or manipulation. The identity must be used as provided.
  • Vendors and other third parties should only be supplied high-resolution master files, which have been supplied in the most common graphic formats. Please contact Clew if you need additional files.
  • An identity file should never be scanned or downloaded from the Internet and used as final artwork under any circumstances.
  • Reproduction guidelines have been determined to maintain control of the brand. Please follow them.

Wordmark

The Clew wordmark is the preferred logo to be used to represent Clew. Ideally, the logo will be used on a “White” background (#ffffff) for maximum impact and clarity. Colors are specified to ensure accurate, consistent reproduction.

Clear Space

The primary logo is most effective when surrounded by an area of clear space separated from type, other logos, and/or any other graphic element. No element should be placed within a minimum of the space equal to the overall width of the letter “l” to any edge of the logo. Items and layouts carrying the primary logo in conjunction with other logos must be submitted to Clew for approval.

Minimum Height

The primary logo should never go below.25” inch in height, or legibility may be lost. In situations where multiple logos are required in print, signage, web layouts, or other media, the presentation of the primary logo must be equal in size to the logos of the other organizations surrounding it.

Avatar & Bug

The following examples represent the approved icons for social media and other applications. Either “Clew” or “C” is acceptable in the following colorways. Please check the most current requirements for each platform before preparing additional files for the web.


FOR WEB

Colors are specified to ensure accurate, consistent reproduction and should be set up in either RGB or hexadecimal color formats.


SOCIAL MEDIA ICON SIZING

The social media avatars have been designed in a square format to accommodate most applications. A designer or social media manager will need to resize the file to the optimal size for each application.

Directional Icon

​The directional icon was established to help tie in the concept of the “golden thread.” They can be used on their own ​as a graphic element, such as a bullet or a location indicator, or as an arrow​ that highlights a particaulr bit of content.They can be static or animated depending on the need.

Please refer to the website design for example use cases.​

Dashboard Renderings

A collection of dashboard renderings has been created for Clew. Each rendering represents a specific dashboard. Please use them without modification. If a new dashboard needs to be created, please replicate the existing designs’ look and feel.

The renderings and animations were created using the Rotato App.

Icon Set

The icon set Phosphor Icons was selected for Clew for its consistent shape and flexibility. There is a sampling of icons included in our file library, but you are encouraged to use any from the complete set. Icons should be used in Orange #F26522 or whote #ffffff.

Infographics

A collection of infographics has been created to represent Clew. If new graphics are needed, please replicate the existing style. A small library of images is included in the file library download.

Color Palettes

The primary and secondary color palettes have been created to help identify and highlight Clew in the marketplace. Under no circumstances should the primary color palette be altered or substituted.

There are four main types of color modes that will keep your color consistent across print, web, and merchandising. Please use the appropriate file type for each use case to keep the color as consistent as possible in all applications.

Hexidecimal: The hexidecimal code number used by web browser to consistently display color.

RGB: Red, Green, Blue is used to consistently display projected color.


CMYK: Cyan, Magenta, Yellow, and Black is used in process printing.


Pantone*: The Pantone Matching System (PMS) is the color standard for consistent color reproduction.

*PMS colors have been specified but should be chip matched and approved before printing or production begins. If a new PMS color is selected the style guide should be updated.

Primary Color Palette

The primary color palette is central to the visual identity and a major point of difference for Clew's brand. The palette should not be changed under any circumstances. The tint examples below each color represent a full range from 1%-100% that can be used in your design and UI/UX projects.

*PMS colors have been specified but should be chip matched and approved before printing or production begins. If a new PMS color is reselected, the style guide should be updated.

Dark Gray

HEX:   #282624

RGB:    40. 38 . 36
CMYK:   69 . 64 . 66 . 70
PMS:  Black C
PMS:  4147 U

 

Headlines and Background

Gray

HEX:   #4D4945

RGB:    77. 73 . 69
CMYK:   66 . 58 . 61 . 41
PMS: Warm Gray 9 C
PMS: Warm Gray 9 U

 

Body Copy

Light Gray

HEX:   #F7F1EB

RGB:    247. 241 . 235
CMYK:   2 . 4 . 6 . 0
PMS: Warm Gray 1 C
PMS: Warm Gray 1 U

 

Text and Backgrounds

Orange

HEX:   #F26723

RGB:    242. 103 . 35
CMYK:   0 . 74 . 99 . 0
PMS:   4012 C
PMS:   3564 U

 

Highlight Color / Links / CTA

White

HEX:   #ffffff

RGB:    255. 255 . 255
CMYK:   0 . 0 . 0 . 0
PMS:   –
PMS:   –

 

Background

Secondary Color Palette

The secondary color palette has been designed to support the primary color palette and the Clew platform. It should be used for color coding, brand extensions, UX/UI, etc. The palette can be extended as needed. The tint examples below each color represent a full range from 1%-100% that can be used in your design and UI/UX projects.

*PMS colors have been specified but should be chip matched and approved before printing or production begins. If a new PMS color is selected, the style guide should be updated.

Red

HEX:   #C33B3A

RGB:    195. 59 . 58
CMYK:   17 . 91 . 82 . 6
PMS:   180 C
PMS:   3546 U

 

Warning

Orange – Primary ZPalette

HEX:   #F26723

RGB:    242. 103 . 35
CMYK:   0 . 74 . 99 . 0
PMS:   4012 C
PMS:   3564 U

 

 

Yellow

HEX:   #ED9C21

RGB:    237. 156 . 33
CMYK:   5 . 44 . 100 . 0
PMS:  2012 C
PMS:  7408 U

 

Caution

Green

HEX:   #A9AF36

RGB:    169. 175 . 54
CMYK:   38 . 19 . 100 . 1
PMS:  7745 C
PMS:   397 U

 

Success

Cyan

HEX:   #349EB8

RGB:    52. 158 . 184
CMYK:   74 . 21 . 22 .0
PMS:   7459 C
PMS:   632 U

Cyan

HEX:   #436EB6

RGB:    67. 110 . 182
CMYK:  79 . 57 . 0 .0
PMS:  7683 C
PMS:  2145 U

 

CTA

Typography

As part of a strong and consistent identity presence, we have selected two typefaces to represent the Clew brand. The complete families can be used to visually represent the brand and platform.

Sharp Sans Display No. 1

Headlines, Call-outs, Quotes
Sharp Sans Display 1 was chosen for its visual appeal, personality, and clean modern look.

Figtree

Body copy, Headlines & Subheads
Figtree was selected for its broad appeal, legibility, and clarity.

Sharp Sans
Display No. 1

Headlines, Call-outs, Quotes

Sharp Sans Display 1 was chosen for its visual appeal, personality, and modern look.

The Sharp Sans Collection comprises four related families created for editorial design that began as a pair of display fonts inspired by Herb Lubalin’s iconic Avant Garde. Sharp Sans Display No.1 and No.2 then attracted Hillary Clinton’s creative team in 2016, which necessitated an expansion of the family that was designed within the unique environment of a modern presidential campaign, giving birth to Sharp Sans Standard and Slab to complete the family.

Designed by: Sharp Type Foundry

Link to Font
ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz
1234567890-=[];’,../

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz
1234567890-=[];’,../
If Sharp Sans Display No. 1 is not available, the Google font Figtree is an acceptable substitution.

Figtree

Body copy, Headlines & Subheads

From Google Fonts
Figtree is a clean yet friendly geometric sans serif font for usage in web and mobile apps. It’s light-hearted and crisp when used for text, yet still retains some punch when used in uppercase – perfect for buttons and short labels. The thicker weights have a distinctly friendlier character, great for headlines of more personable brands..

Designed by: Erik Kennedy

Link to Font
ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz
1234567890-=[];’,../

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz
1234567890-=[];’,../

Type Color

Headlines should be displayed in Dark Gray #282624 when placed on a white background. All Body copy should be displayed in Gray #4D4945

Any content that needs to be highlighted should be displayed in Orange #F26723

Headlines
Dark Gray

Risk and Assurance Software

Body
Gray

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Praesent commodo cursus magna, vel scelerisque nisl consectetur et. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Praesent commodo cursus magna, vel scelerisque nisl consectetur et.

Quote
Orange

“Donec id elit non mi porta gravida at eget metus. Sed posuere consectetur est at lobortis. Nullam id at eget metus dolor id nibh.”

Body
Gray

Donec ullamcorper nulla non metus auctor fringilla. Etiam porta sem malesuada magna mollis euismod. Etiam porta sem malesuada magna mollis euismod. Morbi leo risus, porta ac consectetur, vestibulum at eros. Sed posuere consectetur est at lobortis.

Subheads
Dark Gray

Subhead title

Body
Gray
  • Donec id elit non mi porta gravida
  • Pellentesque ornare sem
  • Nullam id dolor id

Type Styles

52px
3.059rem

Risk and Assurance Software

41px
2.412rem

Risk and Assurance Software

33px
1.941rem

Risk and Assurance Software

27px
1.588rem

Risk and Assurance Software

21px
1.235rem
Risk and Assurance Software
17px
1.000rem

Risk and Assurance Software

14px
0.824rem

Risk and Assurance Software

©2026 Clew