Eclaro Brand Guide DRAFT

2022 Corporate Identity &
Brand Guidelines

Copyright © 2022 Eclaro - Company Confidential

2022 Corporate Identity & Brand Guidelines

Corporate Identity. Brand Guidelines. By the time you are reading this, you will have seen those words three
times. And you’re only on page 2.
The purpose of this guide is to help every member of the Eclaro team better understand our brand and our
identity, and to guide everyone to the best practices of how to communicate about the company in a consistent
manner. Regardless of who the audience is or where they are located, no matter the medium, following these
guidelines will ensure that the world sees us as we wish to be seen, and that our image and message are uniform.
This is Eclaro.
Inside you will find rules for how to correctly use our logo, our tagline and our glorious green “E” mark, as well as
the in-depth reason why that specific green color—and all the colors in our Eclaro palette—was chosen. There are
explanations about the style of photos and the specific fonts we use on our website and in presentations, as well
as the voice that permeates our written and verbal communication and messaging. You will even read about how
the name Eclaro came to be, and see why its inspiration is truly at the heart and soul of everything we do.
When it all comes together, this guide shows the ways in which we define ourselves and set ourselves apart. Our
look, our feel, our voice, our personality, our pride…they are all essential elements of our identity and our brand.
This is Eclaro.

Copyright © 2022 Eclaro - Company Confidential

Table of Contents

04 Our Company Name 16 Our Typography
06 Our Identity 18 Our Color Palette
06 Our Primary Logo Elements 20 Our Voice
08 Our Logo & Its Variations 24 Our Additional Brands
13 Our Logo Treatment & 28 Our Company Pride

Usage/Clear Space

Copyright © 2022 Eclaro - Company Confidential

Our Company Name

Eclaro’s company name and tagline say it all…

“Claro” is a Latin word that means “to make clear,” “to give clarity” and “to make
bright.” In the information technology world, the letter “E” stands for “electronic,”
meaning digital, as in Email or E-Commerce. Putting those two elements together
breathed life into our company and our mission.

Eclaro.

We provide clear business solutions in today’s digital, global business world. We
provide people-related services such as Consulting, Permanent Placement, Managed
Services and a variety of other solutions to ensure that our clients have the brightest
people on staff to make their respective companies successful. Our focus on bringing
the right people with the right skills to our clients is the inspiration for our tagline:

the Right People are the Answer®

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Our Company Name

The following guidelines will help you understand how to properly refer to our primary company name in
written form. These guidelines are for the general employee population to use. While there are other
company entities (i.e. Eclaro Business Solutions) that are used for legal and other purposes, only the
relevant principals and executives can approve the proper and necessary use of those names.

1 The official name of our company 1 Correct: “Eclaro has been providing business and technology consulting services…”
is Eclaro. It should not be used Incorrect: “Eclaro, Inc. has been providing business and technology consulting services…”
with any other add-ons such as Incorrect: Eclaro Business Solutions has been providing business and technology…”
“Inc.” or any other terms such as Incorrect: EBS has been providing business and technology consulting services…”
“Consulting,” etc.
2 Correct: “Visit our Eclaro homepage at eclaro.com”
2 Eclaro is always spelled with a Incorrect: “Visit our eClaro homepage at eclaro.com”
capital “E,” not lowercase “e.” Incorrect: “Visit our eclaro homepage at eclaro.com”

3 The “c” in Eclaro” is not 3 Correct: “Eclaro can provide custom outsourcing services…”
capitalized with a capital “C” in Incorrect: “EClaro can provide custom outsourcing services…”
any scenario.
4 Correct: “Eclaro is an award-winning provider of skilled IT resources...”
4 No hyphen between the “E” and Incorrect: “E-claro is an award-winning provider of skilled IT resources…”
“c” in the Eclaro name.

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Our Identity

Did You Know…
• One smile has been scientifically proven to provide the

same brain stimulation as up to 2,000 chocolate bars.

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Our Identity

Our identity is all about our relationships with
people: our clients, our contractors, our
employees, our students and our community.
We establish, build and value these
relationships in order to create successful,
positive environments in which everybody can
experience success and a sense of pride.

Our visual images will always illustrate happy,
engaged people in various business and
community settings. After all, our tagline
continues to ring true throughout our overall
brand identity and style:

the Right People are the Answer®

Copyright © 2022 Eclaro - Company Confidential

Our Logo, Tagline and Mark

Did You Know…

• 75% of people recognize a brand by its logo
• 50% of people look to a slogan or tagline to understand

a company’s purpose
• The letter “E” appears in more words than any other letter in the

English language

Copyright © 2022 Eclaro - Company Confidential

Our Primary Logo Elements

Our Mark Our Logo

Our mark features a bright Eclaro Our logo proudly displays the
Green “E” (again, Claro in Latin Eclaro name in all capital letters,
means “to make bright”) within an giving it a strong and regal feel.
Eclaro Dark Blue box. The “E” The “E” is rendered in the same
stands out prominently and bright Eclaro Green as the mark,
proudly, and is sure to make a with the rest of the text displayed
lasting visual impression on in our Eclaro Dark Blue color.
anyone who sees it.

Our Tagline

The tagline can stand alone or
neatly under the Eclaro name in
our logo. Note that the “t” in “the,”
the “a” in “are” and the “t” in the
second “the” are featured in lower
case, while the other words are
initial caps. This puts the emphasis
on ”Right People” and “Answer.”

Copyright © 2022 Eclaro - Company Confidential

Our Logo Variations - Primary Our Primary Mark, Logo and Tagline can be presented in a
number of different approved combination on a white, light
1. gray, light blue or other light-colored background. These
2. are the only approved versions of the Primary Logo,
Mark and Tagline for usage in written/print and digital
3. 4. media.
5.
1. Standalone Primary Logo

2. Primary Logo with Tagline

3. Standalone Mark

4. Mark with Vertical Tagline

5. Standalone tagline

NOTE: Each element can be used as a standalone or in
combination as shown, but all 3 elements CANNOT be combined
without approval.

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Our Logo Variations—Reverse

1. Our Reverse Mark, Logo and Tagline can be presented in a
2. number of different approved combinations on an Eclaro
3. 4. Dark Blue background. These are the only approved
5. Reverse options for usage in all print/written and digital
media.

1. Standalone Primary Logo

2. Primary Logo with Tagline

3. Standalone Mark

4. Mark with Vertical Tagline

5. Standalone tagline

NOTE: Each element can be used as a standalone or in
combination as shown, but all 3 elements CANNOT be combined
without approval.

Copyright © 2022 Eclaro - Company Confidential

Our Logo Variations—Special

Our Special Mark, Logo and Tagline can be presented
in a number of different approved combinations on
either an Eclaro Blue-Gray background (typically
brushed aluminum signage) or a black or very dark
background where our Primary and Reverse Logos
cannot work. These Special Logos always require prior
approval of an Eclaro Principal in order to be used.

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Our Logo Treatment & Usage

Our logos must be used as intended and 1. 2.
not altered in any way. This means you or 3.
a third party must not: 5. 4. 4.
7.
1. Use any logo with our tagline where 6.
the tagline is illegible
8.
2. Use any logo where the green “E” in
ECLARO is illegible ECLARO

3. Use our mark or logo without Copyright © 2022 Eclaro - Company Confidential
sufficient clear space around it

4. Use our logo on top of a busy
photograph without an appropriate
blue or white photo filter

5. Distort our logo vertically

6. Distort our logo horizontally

7. Alter the approved colors of our logo

8. Use our Specialty Logo on a non-
standard background color

Our Logo Treatment & Usage/Clear Space

All forms of the Eclaro logo–including
our mark, logo and tagline for all
Primary, Reverse and Special
versions–must have a designated
amount of clear space all around the
logo being used. This clear space will
ensure our logo’s visual clarity,
impact and overall effectiveness.

The clear space (denoted by the “X”
in the graphics to the right) that we
require can be measured by the
height of our tagline: from the top of
the capitalized letter such as “R” in
“Right” to the bottom of the foot serif
such as in the “P” in “People.” You
will also note that the distance
between the bottom of the “E” in our
mark and the bottom of the box is the
same relative height as the tagline.

Copyright © 2022 Eclaro - Company Confidential

Did you know…

• 40% of Fortune 500 companies include the color blue in
their logo.

• 42% of consumers say a logo effectively communicates a
brand’s personality

• 78% of consumers believe logos are works of art.

Our Typography

Did You Know…
• Garamond has been called the “fine china of typography.”

Copyright © 2022 Eclaro - Company Confidential

Our Typography Garamond
Garamond Bold
Garamond Family
Arial
Our mark, logo and tagline all use Garamond Bold as the Arial Bold
featured typeface or font. Garamond is a font that uses
what is now called the old-style of serif letter design, or
letters with a relatively organic structure
resembling handwriting with a pen, but with a slightly
more structured, upright design. This elegant font brings
an air of formality to Eclaro’s mark, logo, tagline and
other branding elements.

Arial Family

In contrast to the Garamond family of fonts, Arial is a
more contemporary sans serif design. It is a more
modern typeface, and its simplicity and versatility allow it
to be used seamlessly in many different applications,
such as digital or print reports, presentations, magazines,
etc., and for display use in newspapers, advertising and
other digital or print promotions. You will find Arial used in
all of Eclaro’s non-mark/logo/tagline related text
applications, including this branding guide.

Copyright © 2022 Eclaro - Company Confidential

Our Color Palette

Did You Know…
• A consistent color palette on a logo, products, digital

content and promotional material improves brand
recognition by up to 80%.

Copyright © 2022 Eclaro - Company Confidential

Our Color Palette Eclaro Green

The star of our branding is clearly our Eclaro R152 G203 B14
Green color. As mentioned earlier, Claro in Latin Pantone 375 XGC
means “to make bright,” and Eclaro Green Hex: #98cb0e
certainly lives up to that meaning. Whether it is
proudly displaying our Eclaro Green “E” or using it Eclaro Dark Blue
as an accent color in other applications, this color
stands out from the rest. R1 G32 B96
Pantone 280 XGC
Eclaro Dark Blue is strong and dramatic. Whether Hex #012060
used as the box in our Eclaro mark, or used as the
background to highlight our reverse logo, Eclaro Eclaro Blue/Gray
Dark Blue is a wonderful complement to the bright
and memorable Eclaro Green. R51 G102 B153; R79 G138 B197; R132 G173 B214;
R189 G211 B233
Our Eclaro Blue/Gray palette is a clean and Pantone 18-4045 TPG; 17-4139 TPG; 284 CP; 14-
professional complement to our primary Eclaro 4005 TPG
Green and Eclaro Dark Blue colors. These softer Hex #336699; #4f8ac5; #84add6; #bdd3e9
tones of blue/gray offer a serene and soothing
alternative to the more dramatic primary colors. Eclaro Gray

Our Eclaro Gray palette is a classic R128 G128 B128; R166 G166 B166; R199, G199
complementary set of neutral colors that anchor B199; R221 G221 B221
our Eclaro Green, Eclaro Dark Blue and Eclaro Pantone 8421 C; P 179-6 C; 13-4104 TCX; P 179-2 C
Blue/Gray colors in many different applications. In Hex #969696; #b7b7b7; #d3d3d3; #e5e5e5
addition to the traditional gray options to the left,
this color selection provides us other options such Copyright © 2022 Eclaro - Company Confidential
as metallic and brushed aluminum textures in
both 2D and 3D applications.

Our Voice

Did You Know…
• 88% of people say authenticity is important when deciding

what brands they like and support.

Copyright © 2022 Eclaro - Company Confidential

Our Voice

Eclaro is many things. Consultative. Creative. Caring. We love to help—help clients find solutions to build their staffs and
businesses, help people find jobs and careers, help employees enjoy rewarding experiences and grow as individuals and
professionals, help the communities in which we work and live.

These traits shine in everything we do and everything we say. They inform our vision and our voice.

Our “voice” is not only what we say, but how we say it. Our voice expresses our beliefs and values as a company. Our voice has
resonance and purpose both internally and externally. It drives how people perceive us and reinforces how we see ourselves.

It Sounds Like Eclaro.

Our voice reflects our brand personality (yes, we definitely have one), helps us connect and communicate with our audiences (and
yes, we definitely have more than one) and makes us stand out from the crowd.

It Sounds Like Eclaro.

Our voice becomes most powerful when it is used consistently throughout the company. Whether it is in an email or a Facebook
post, a press release or a PowerPoint presentation, our voice expresses who we are. Whether we are speaking to a longtime
client or a first-time job candidate…

It Sounds Like Copyright © 2022 Eclaro - Company Confidential

Our Voice

THAT “ECLARO FEELING” AUTHENTIC CONSULTATIVE
We are who we are. We don’t pretend to We are informative yet we inquire—
Our audience is anyone with whom be anything else. We have open, we take the time to listen and learn
we are communicating. We want honest, straight-forward dialogues with about each client’s business. We
them to feel they are speaking, clients and recruits, as well as with value their input. We learn by asking
emailing, texting, Zooming, etc. with community members and friends and
real people who care about them and even total strangers. We are reliable. questions and discussing potential
their needs. We want them all to feel We believe in our core values. And that outcomes until we have a clear
informed, confident and connected to word “believe” is essential. We believe understanding of a client’s or
our Eclaro community. in our abilities as individuals, as a team, candidate’s strengths, weaknesses,
as a company. We believe we can help feelings, pain points and, ultimately,
Like the fonts in our typography, our people. We believe in giving back. We
voice carries a formality built on years believe in the importance and value of needs. We arrive at plans of action by
of experience and knowledge, but the Right People. We believe we are the working with clients. We share news
also a contemporary versatility. Like Right People. and updates. We create dialogues.
the colors in our palette, our voice is We drive success from a place of
strong while having a bright energy That inspires others to believe it, too. experience and market knowledge
and enthusiasm.
combined with an ability to assess
every client’s unique needs.

It Sounds Like Copyright © 2022 Eclaro - Company Confidential

Our Voice

CREATIVE CONFIDENT CARING
We know the answer: the Right People. We want to help. Helping a business
There is no one-size-fits-all problem We know how to arrive at that answer, grow, helping an individual find a job
or solution. Every client or candidate and we know there are different paths to and create a meaningful career,
get there. We know there are things a helping children and students gain
is unique, with unique challenges,
needs and expectations. We help client doesn’t know, and we can the skills and self-confidence to be
people think about themselves in new enlighten them. We are experts, but we successful. Giving is at the core of
and different ways. We assemble are not know-it-alls. We are confident who we are. We have social purpose.
custom strategies. We come up with that our company size offers a wide and We are invested in community. We
deep range of expertise, institutional are responsible in our actions and our
imaginative solutions. We share our
knowledge, expertise and ideas in a knowledge, talent and experience, yet words. We are empathetic, dedicated
variety of ways—emails, blogs, we are nimble and can deliver and loyal to everyone with whom we
podcasts, videos, social media and customized service. We have numerous work—prospects and clients,
more—and invite feedback so we can honors, awards and certifications from students at Eclaro Academy, fellow
independent third-party organizations, Eclaro team members and beyond.
expand our own perspectives and
approaches. and a track record that speaks to what
we’ve done, can do and will achieve.

It Sounds Like Copyright © 2022 Eclaro - Company Confidential

Our Additional Brands &
Brand Extensions

Did You Know…
-Uniformly presented brands are 3.5 times more visible to

customers.

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Our Additional Brands & Brand Extensions

In addition to our set of standard Our Eclaro Academy Mark, Logo and Tagline
Primary, Reverse and Specialty
logos—all of which are formally The Academy’s primary mark and logo combination for our K-College institution in the Philippines maintains the strong color
registered trademarks (including palette of our primary logo, while incorporating meaningful educational elements. In the primary mark, the shield symbolizes the
the name, font, colors and logo role of education as a source of knowledge and power to fight against the shackles of ignorance and poverty; the key represents
designs) and are allowed to use the infinite world of ideas and the wealth of opportunities in life that can be opened once the desire for learning is unlocked; and
the official ® symbol—we have a the book stands for the search for truth, knowledge and excellence that every student must pursue through lifelong learning.
number of other logos that we will The word “Ethicis” refers to the ethical or moral obligation of every individual to use one’s knowledge and talents for the common
use both internally and externally good, to preserve humanity, to promote peace and harmony, and to protect the environment that sustains life—without ethics,
from time to time. knowledge may become destructive to humankind. “Virtus” means excellent knowledge and skills derived from continuous
training and education, which give an individual the power to transform and use one’s potentials to the fullest. And “Eruditus”
The logos and branding elements represents enlightenment achieved through years of scholarly pursuits, dedication and perseverance to polish one’s self and
on the next few pages are not yet achieve the real meaning and purpose of one’s life.
officially approved as registered
trademarks. Some of them will Copyright © 2022 Eclaro - Company Confidential
have a “TM” symbol next to them.
TM symbols can be used when a
mark, logo or tagline is in the
process of being trademarked, but
has not yet been formally
approved for full registration.

Our Additional Brands & Brand Extensions

Our Eclaro ECAPTIVE Mark & Logo Our Eclaro Leadership Council Mark & Logo

ECAPTIVETM ECLARO
LEADERSHIP
COUNCILTM

Our Eclaro EVERYWHERE Mark & Logo Our Eclaro Texperts Mark & Logo

EVERYWHERETM

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Our Additional Brands & Brand Extensions

Our Eclaro “Hire Up” Podcast Logo Eclaro’s knowledge, expertise and insights have set
Our Eclaro “Hire Up” Blog Logo us apart in the marketplace. We have plenty to say,
and are extending our brand with our Hire Up blog
and podcast, launching Q3 of 2022.

•Companies with blogs generate 67% more
leads per month than companies without blogs
•82% of consumers feel better about a brand
after reading customized content.

Both Hire Up iterations will—-in the look of the logo
and the “Eclaro voice”—grow our thought
leadership footprint, reinforce our consultative and
helpful nature, while entertaining and enlightening.

This is 100% ORIGINAL CUSTOM CONTENT,
created by us to help answer questions, share
innovative ideas and inspire action and success.

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Our Company Pride

Did you know…
-When shared by employees, marketing messages reach
561% more people than when shared by the company alone.

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Our Company Pride

The Eclaro name, the Eclaro mark, the Eclaro logo, the
Eclaro tagline, the Eclaro voice…

These branding elements are our calling card to the
world: to our current clients, our prospective clients, our
employees, our partners, our communities. We have
taken great care to ensure that our branding elements
are thoughtfully crafted and designed, and we should all
hold them in high esteem, respect and pride.

The information outlined in this branding guide has been
compiled to make sure that all Eclaro associates treat
our branding elements with the professionalism and
esteem in which they are intended. Regardless of the
medium, we maintain that our branding will continue to
promote the idea that…

the Right People are the Answer®

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2022 Corporate Identity
&

Brand Guidelines

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