Craftsy is the premier destination for creative enthusiasts to pursue their passion. Brand Identity & Standards

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1 Craftsy is the premier destination for creative enthusiasts to pursue their passion. Craftsy s identity is inspired by an era when products were more often made by an individual, when handmade was the best-made. We re nostalgic yet innovative; retro yet fresh; aspirational yet approachable. Brand Identity & Standards Our unique style incorporates the interplay of midcentury modern colors, bold engaging graphics, and inspiring educational messaging. Our brand approach is suggestive of the passion of the crafting community and our loyal customer base. Here, we ll explore how the Craftsy brand is represented, both visually and verbally

2 accessible passionate colorful spirational mid-century modern pproachable playful inspirational creative fresh mpowering clean unique

3 accessible The Craftsy Logo Inspired by 50s era American pop culture, the Craftsy logo takes a style similar to a retro soda brand. Our logo s nostalgic orange color and distinctive, decorative script are meant to be evocative of a time when handmade goods were the norm. The twinkle of light present in the logo conveys a sense of excitement, as well as a hint at Craftsy s role as a conduit for connecting crafters in the digital age.

4 THE CRAFTSY LOGOS PRIMARY LOGO STANDARD LOGO Primary mark for Craftsy. This is the logo used in most cases. The Craftsy logo is made up of Craftsy orange on a white background. Minimum height: 0.5 inches. ALTERNATIVE LOGO WORDMARK Logotype without the graphic mark. Used when space doesn t allow for the graphic mark, when reproduction quality fails at small sizes, or if the design calls for a simpler logo. Minimum height: 0.7 inches, must be legible.

5 LOGO GUIDELINES LOGO CLEAR SPACE The clear space requirement is designed to maintain the integrity of the logo. This ensures visibility and legibility. These illustrations show the clear space required around the approved logos. The clear space around the logo is equal to the circle radius of the graphic mark. ONE COLOR LOGOS The following represent the color options for all of our logos. *Tip: The x-height is the height of the main body of the lowercase letter, or the height of a lowercase x. 1/2Y n n = x-height Y = Circle radius

6 LOGO DOS & DON TS The consistency and the integrity of our brand has a lot to do with how we use our logo. Maintaining this consistency helps us represent Craftsy in a sophisticated and sincere manner. Here are some examples of how not to use the logo. Don t: DON T change the color of the logo. DON T fill the negative space in the logo with another color. DON T stretch, distort or cut off the logo. DON T change the size relationships between logo elements. DON T swap the colors of the logo. DON T knock out or reverse the colors of the logo. DON T turn the logo. The Craftsy spot logo is meant to be displayed at a 21 tilt. DON T use on or around angry guinea pigs.

7 mpowering Brand Identity Craftsy exists so students can bring inspiration to life. While creation or making is a requirement for any category that we launch, consumers across categories are not all the same. So, we ve developed a brand identity that captures the base of the Craftsy brand and also spells out parameters for how we should stretch beyond the core to resonate best with each category.

8 CRAFTSY BRAND SPECTRUM Playful colorful passionate accessible inspirational aspirational approachable Craftsy Base fresh creative mid-century modern empowering unique clean PROFESSIONAL

9 CRAFTSY BRAND IDENTITY Playful Base PROFESSIONAL Base represents the heart of Craftsy s brand essence, showcasing empowerment and the joy of learning. Base categories elements are cheerful, exciting and inspiring; they should have a warm, inviting look and feel. These elements can be used alone or can be built upon to achieve Playful or Professional. Playful is not a literal interpretation, meaning we can appeal to advanced students even within this part of the spectrum. Playful categories elements are more energetic and a touch more feminine; they should have a fun, bright look and feel. These elements can be used in addition to the Base elements for assets in Playful categories Professional is not a literal interpretation, meaning we can appeal to beginner students even within this part of the spectrum. Professional categories elements are more staid and a touch more masculine; they should have a clean, refined, slightly cooler look and feel. These elements can be used in addition to the Base elements for assets in Professional categories. This framework is a spectrum, and categories will blend across sections at different levels. No category should be 100% Playful nor 100% Professional; the Base should always be present in some way to ensure that a common thread of brand identity runs through everything we do.

10 pproachable Title Cards Class title cards represent the one area where the rules are relaxed so that we can create clear communication of class content and differentiate among classes in the catalog. However, there s still a Craftsy way.

11 TITLE CARDS Well displayed project. Purpose: The class title card serves as the book cover for a class. It aids in visually representing the key takeaways or lessons of a class and also establishes the aesthetic tone and style of projects and the instructor. The title card design allows our members to actually judge the book by its cover and easily identify every class. Just as our overall brand approach is represented by a spectrum ranging from Playful to Professional, our class title cards follow similar but simplified standards that still allow for the depiction of unique class identities. Factors such as title visibility and hierarchy, overall aesthetic that represents projects or instructor style and content that visually communicates the key takeaways of the class are considered for every title card design. Bold fonts that make a statement. Color and pattern to add some whimsey. This title card has a colorful, whimsical aesthetic. Emphasizing the play of color and pattern. The project is displayed prominently, emphasizing the focus of the class. It uses bold, slab-serif fonts, outlined in bright colors. No-nonsense, sans-serif fonts Point of intrigue, this is not just about the camera, but how to use it. Once tone and aesthetic approach are determined, our design team considers each specific category placement on the spectrum. Then, as with our brand approach, the design team tailors Playful, Base and Professional creative through usage of typography, color and subject matter to effectively target specific member segments. Rather than focusing on an end product, this title card focuses on a photographer using his camera. This communicates technique rather than style or specialization. The bold, sans-serif typography gives it a straight-forward, no-nonsense feel.

12 M ARKE TING G UIDELINES Your class exists as part of a body of assets. It has its own brand identity, separate from the Craftsy brand that stems from the title card design. We want to help you promote your class, and to take advantage of that identity. For this purpose, we provide a set of images and banners to help you promote your class in your own way, although sometimes we know you might want to make your own. When creating promotions for your class, try to choose similar fonts, colors and graphic elements to those used on the title card, rather than trying to fit them to the Craftsy brand. All the photography that we provide to you has been retouched and pre-approved for use, so feel free to use as needed. Think of your title card as a person and consider what kind of personality it displays. How can you bring that feeling into your promotion? Consider the tone of your blogstyle . Is there a way to bring in some of that personality?

13 COPYWRITING Craftsy is about empowerment and the joy of learning. Through our interactive, online platform, expert instructors, professional video production and intuitive site design, we have created a source of unmatched creative education that s as fun as it is functional. Craftsy IS ABOUT EMPOWERMENT Through our copy, we inform our readers about the valuable skills they can learn in classes, why the instructor is the right person to teach them and how our classroom features will support their success. Our tone evokes your favorite teacher : It s enthusiastic, informative and inspiring. We use category-specific terminology that engages and resonates with our members. Key features of our value proposition: Classes are yours to keep forever watch anytime, anywhere and as many times as you like. Enjoy lifetime access to classes that feel like recess! Learn from the world s best instructors, each a leading expert in their field, in the convenience of your home. Classes are interactive, so you can get personalized guidance and helpful feedback from your instructor and classmates. Easily bookmark key moments, take video notes and rewatch concepts with the 30-second repeat feature. A customer support team who s only happy when you are Key benefits of our classes: Learn with helpful step-by-step tutorials. Discover cutting-edge techniques. Watch behind the scenes interviews with top instructors. Enjoy a front-row seat with high-definition video lessons.

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