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Visual Identity

The Carbon Connect logo consists of two elements: a leaf icon representing sustainability and growth, and the "Carbon Connect" wordmark in a clean, modern typeface.

Logo Components

Component Description
Icon A stylized leaf form, representing organic growth, sustainability, and the green transition
Wordmark "Carbon Connect" set in Inter Bold, conveying clarity and professionalism
Combined mark Icon to the left of the wordmark, used as the primary brand identifier

Clear Space

Maintain a minimum clear space around the logo equal to the height of the "C" in "Carbon" on all sides. No other text, graphics, or visual elements should intrude into this space.

    ┌─────────────────────────────────────────┐
    │                                         │
    │     [Leaf]  Carbon Connect              │
    │                                         │
    └─────────────────────────────────────────┘
         ↕ Clear space = height of "C"

Minimum Sizes

Format Minimum Width
Combined mark (icon + wordmark) 120px (digital), 30mm (print)
Icon only 24px (digital), 8mm (print)
Wordmark only 80px (digital), 20mm (print)

Color Variations

Variation Use Case
Full color (emerald icon + dark wordmark) Primary use on light backgrounds
Reversed (white icon + white wordmark) On dark or colored backgrounds
Monochrome dark (all dark) Single-color print applications
Monochrome light (all white) Single-color on dark backgrounds

Logo Do's

  • Use the logo in its provided proportions
  • Maintain the specified clear space
  • Use the correct color variation for the background
  • Place on clean, uncluttered backgrounds
  • Use the icon alone only when the brand is already established in context (e.g., app favicon, social avatar)

Logo Don'ts

  • Do not stretch, skew, or rotate the logo
  • Do not change the logo colors outside the approved variations
  • Do not place the logo on busy backgrounds or images without a solid backing
  • Do not add effects (shadows, gradients, outlines) to the logo
  • Do not rearrange the icon and wordmark relationship
  • Do not recreate the logo in a different typeface

Brand Personality

Carbon Connect's brand personality is built on two archetypes:

The Sage

Attribute Expression
Core trait Wisdom and knowledge
Motivation To understand the world and share that understanding
Brand expression Authoritative content, data-driven insights, educational tone
In practice We explain complex carbon regulations clearly. We show the "why" behind every recommendation. We educate our users, not just serve them.

The Hero

Attribute Expression
Core trait Courage and impact
Motivation To make the world better through bold action
Brand expression Confident positioning, impact-focused messaging, enabling language
In practice We empower SMEs to access funding they never thought possible. We frame decarbonization as an opportunity, not a burden. We celebrate user successes.

Personality in Balance

The Sage keeps us grounded in accuracy and trust. The Hero drives us toward impact and ambition. Together, they create a brand that is both credible and inspiring -- essential for a platform where users make significant financial and environmental decisions.

Voice and Tone

Voice Attributes

Our voice is consistent across all communications. These four attributes define how Carbon Connect speaks:

Attribute What It Means Example
Authoritative We know this domain deeply and communicate with confidence "Your company qualifies for 12 grants based on your carbon profile" (not "We think you might qualify...")
Clear We explain complex topics in plain language without jargon or ambiguity "This grant funds solar panel installations for manufacturers" (not "This instrument supports PV deployment in NACE sector C")
Supportive We guide users through challenges, never blame them for confusion "Complete your carbon profile to improve your match accuracy" (not "Your profile is incomplete")
Precise We use specific numbers, dates, and facts -- never vague generalities "Your Scope 2 emissions are 16.9 tCO2e, based on 50,000 kWh at German grid rates" (not "Your energy emissions are moderate")

Tone Variations

While our voice stays constant, tone adjusts by context:

Context Tone Shift
Marketing and landing pages More Hero -- confident, aspirational, impact-focused
Product UI Balanced -- clear, helpful, action-oriented
Documentation More Sage -- thorough, precise, educational
Error messages Supportive -- explain what happened, what to do next
Success messages Celebratory but grounded -- acknowledge achievement without hyperbole
Investor materials Professional, data-driven, forward-looking

Writing Guidelines

Guideline Details
Sentence length Prefer short, clear sentences. Break complex ideas into multiple sentences.
Paragraphs Keep paragraphs to 3-4 sentences maximum.
Active voice Use active voice: "The algorithm calculates your score" not "Your score is calculated by the algorithm."
Jargon Define technical terms on first use. Prefer plain language when a simpler word exists.
Numbers Use specific numbers whenever possible. "533 tests" not "hundreds of tests."
Capitalization Sentence case for headings and UI labels. Title Case only for proper nouns and product names.

Photography and Imagery

Style Direction

Element Guideline
Subject matter Renewable energy installations, sustainable manufacturing, green urban environments, business professionals in modern settings
Color grading Warm, natural tones with subtle green undertones
Composition Clean, uncluttered, with clear focal points
Diversity Represent the diversity of European SMEs -- different industries, company sizes, regions, and people

What to Avoid

  • Stock photography that feels generic or staged
  • Heavy-handed "green" imagery (globe in hands, generic leaves)
  • Dark, industrial, or dystopian environmental imagery
  • Images that trivialize climate change or sustainability
  • Imagery not representative of European business contexts

Iconography

Style

Icons should be outlined (not filled), with consistent 2px stroke weight, and rounded line caps. Use the emerald palette for accent icons and neutral grays for informational icons.

The platform uses icons from the Heroicons and Material Design Icons sets, which provide comprehensive coverage of business, environmental, and technology concepts in a clean, consistent style.