Brand Style Guide

Welcome

Download File Libary

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

All projects must be submitted to Carrot 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:

Sarah Kersting-Herbert
VP of Marketing
sarah@carrot.com

Copy Guide

The copy guide consists of our brand promise, brand attributes, core brand attributes and our company values. These should be used to inform our voice and tone.

Brand Promise

An exceptional eye exam
 experience for everyone.

Brand Attributes

The following diagram demonstrates the personality traits that define Carrot’s voice and tone. 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

  • Innovative

  • Scientific

  • Caring

  • Dedicated

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

When we communicate, we do so with curiosity and interest. As the creator of virtual vision field testing we have earned the right to speak with authority about how to improve eye exams. We offer not just software and hardware, but a unique perspective with operational expertise to modernize and streamline any practice.

What does innovative sound like?

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

When we communicate, we do so with knowledge and evidence. We apply evidence-based knowledge and research to improve our platform and hardware to create better patient outcomes and a better overall eye exam experience for everyone.

What does scientific sound like?

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

When we communicate, we do so with empathy and as partners. We personally understand the hurdles and struggles that a practice faces and are dedicated to make things easier, more accurate and better for everyone.

What does caring sound like?

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

When we communicate, we do so with focus and reliability. As the creator of virtual field vision testing, we are dedicated to innovation, reliability, and driving meaningful improvements for practices and their patients.

What does dedicated sound like?

Do

An exceptional eye exam should not be the exception.

Don't

Carrot, try it before

it’s too late.

Company Values

Our values create a culture that not only encourages professional development but also promotes trust, creativity, and productivity. This combination of factors makes Carrot an exciting and fulfilling place for employees who seek growth, challenge, and a sense of purpose in their work.

Growth

“Advancing knowledge.”

We have an intrinsic desire for personal and professional growth. We thrive on new challenges and continuously seek to advance our knowledge and skills. We’re always
“on the move,” eager to learn and excel in our profession.

Integrity

“Accountability and ownership.”

We build and nurture long-term relationships by upholding the highest standards of quality and accountability. We take ownership of our actions, ensuring trust. We do what we say we are going to do.

Simplicity

“Efficient with clear goals.”

We are resourceful and innovative. We dive deep into understanding root causes and solving complex problems. We explore creative solutions to meet the ever-evolving demands of the eyecare industry.

Cleverness

“Resourceful and innovative.”

We value efficiency in our daily operations. We prioritize well-defined and clear goals,
as well as measurement of those goals. Our meetings are purposeful, and we avoid unnecessary drama and complexity. We keep things focused on achieving our objectives.

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 Carrot 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.

The Wordmark

The Carrot wordmark is the preferred mark to be used to represent Carrot. Ideally, the logo is always depicted in dark gray (Eignegrau) for maximum impact and clarity. Colors are specified to ensure accurate, consistent reproduction.

Clear Space

The wordmark 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 height of the “C” from any edge of the logo. Items and layouts carrying the wordmark in conjunction with other logos must be submitted to Carrot for approval.

Minimum Height

The wordmark 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.

Icon

The Carrot icon is the preferred icon to be used to represent Carrot. Ideally, the icon is always depicted in dark gray (Eignegrau) for maximum impact and clarity. Colors are specified to ensure accurate, consistent reproduction.

SIZE

The carrot icon can be used at different sizes depending on the particular graphic application. When utilized, it should not overshadow the Carrot wordmark.


DIRECTIONAL 

The Carrot icon can be used as a directional element for CTAs, buttons and to draw attention to a particular piece of content.

SEPARATE ELEMENT

The Carrot icon should always be used on its own. It should be separated from the wordmark and act as a supporting element.

Avatar & Bug

The following examples represent the approved icons for social media and other applicable applications. Dark gray (Eignegrau) is the primary colorway but the icon can be used across the primary color pallete. 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.

Icon Set

The icon set Tabler Icons was selected for Carrot for its variety and consistency. There is a sampling of icons included in our file library, but you are encouraged to use any from the complete set of filled icons.

Photography & Video

A collection of professionally photographed images and video content has been created to represent Carrot. If new content is needed, please replicate the existing images’ look and feel: modern with natural light . A small library of images is included in the file library download.

Dashboards

A collection of rendered dashboard mock-ups has been created to represent Carrot. If new content is needed, please contact Carrot. 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 Carrot 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 Carrot'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.

Eigengrau

HEX:   #16161D

RGB:    22.22.29
CMYK: 77.71.60.77
PMS:   532 C
PMS:   4147 U

 

Background / Headlines

Warm Gray

HEX:   #4D4C47

RGB:    77.76.71
CMYK: 64.57.61.39
PMS:   2336 C
PMS:   419 U

 

Body

Cardstock

HEX:   #C4C2B6

RGB:    196.194.182
CMYK: 24.18.27.0
PMS:   4239 C
PMS:   400 U

 

Background / Body

Light Gray

HEX:   #F2EFE1

RGB:    242.239.225
CMYK: 4.3.11.0
PMS:   9064 C
PMS:   9043 U

 

Background

White

HEX:   #ffffff

RGB:    255.255.255
CMYK: 0.0.0.0
PMS:   – C
PMS:   – U

 

Background / Headlines / Body

Orange

HEX:   #D1703E

RGB:    209.112.62
CMYK: 14.66.85.2
PMS:   7578 C
PMS:   159 U

 

CTA / Highlights

Secondary Color Palette

The secondary color palette has been designed to support the primary color palette and the Carrot brand. 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 reselected, the style guide should be updated.

Red

HEX:   #C6533C

RGB:     198.83.60
CMYK: 16.80.83.5
PMS:   7619 C
PMS:   2349 U

 

Danger

Yellow

HEX:   #C9871F

RGB:     201.135.31
CMYK: 20.49.100.3
PMS:   145 C
PMS:   131 U

 

Caution

Green

HEX:   #747B45

RGB:     116.123.69
CMYK: 54.37.85.17
PMS:   5763 C
PMS:   2307 U

 

Success

Teal

HEX:   #487577

RGB:     72.117.119
CMYK: 74.41.47.13
PMS:   7475 C
PMS:   7721 U

 

Extended Palette

Blue

HEX:   #50538D

RGB:     80.83.141
CMYK: 80.75.17.3
PMS:   7673 C
PMS:   2748 U

 

Extended Palette

Purple

HEX:   #6B4877

RGB:     107.72.119
CMYK: 65.80.28.10
PMS:   668 C
PMS:   3515 U

 

Extended Palette

Typography

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

Funnel Display

Headlines & Headings

Funnel Display are modern sans-serif typefaces with both clarity and character, originally developed by NORD ID and Kristian Möller for Funnel. The typefaces are inspired by the movement and shapes of data points.

ABCDEFGHIJKLMNOPQRSTUVWXYZ

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

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz
1234567890-=[]\;’,../
Google Fonts

IBM Plex Sans

Body & Platform

BM Plex™ is an international typeface family designed by Mike Abbink, IBM BX&D, in collaboration with Bold Monday, an independent Dutch type foundry. Plex was designed to capture IBM’s spirit and history, and to illustrate the unique relationship between mankind and machine—a principal theme for IBM since the turn of the century.

ABCDEFGHIJKLMNOPQRSTUVWXYZ

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

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz
1234567890-=[]\;’,../
Google Fonts

Type Color

When placed on a white background:

Headlines and subheads should be displayed in Eigengrau #16161D

Body copy should be displayed in Warm Gray #4D4C47

Any content that needs to be highlighted should be displayed in Orange #D1703E

Headlines
Eigengrau

Visual Diagnostics

Body
Warm 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
Slate
“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
Warm 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
Eigengrau

Subhead title

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

Type Styles

52px
3.059rem

Visual Diagnostics

41px
2.412rem

Visual Diagnostics

33px
1.941rem

Visual Diagnostics

27px
1.588rem

Visual Diagnostics

21px
1.235rem
Visual Diagnostics
17px
1.000rem

Visual Diagnostics

14px
0.824rem

Visual Diagnostics

Carrot Icon
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