Brand
Elements
Logo
DownloadThe following section provides detailed information on the correct size, color, clear space, and other visual aspects for our CleanBoss logo.
Primary Logo
The primary logo should always be used when communicating to new audiences for the first time.
Secondary Logo
We use our secondary logo in scenarios where vertical space is limited.
Logo clear space and minimum size
Clearance
To provide high visibility and an uncluttered presentation, always maintain clear space around the CleanBoss logo. Determine clear space by measuring the height/width of the letter ‘C’ from the logo (see diagram) and keep a square area equal to this height clear on all sides of the logo. Note that the clear space will change depending on the size of the logo.
To ensure our logo can always be seen clearly, we have set a minimum size.
Incorrect logo usage
To maintain the integrity of the brand, avoid manipulating or modifying the CleanBoss logo. These examples are select instances of incorrect usage of the logo.
Do not rearrange or separate letterforms in any way.
Do not apply effects such as drop shadows, gradients, or strokes to logo.
Do not alter, stretch or distort the logo.
Do not place the logo on top of a background or imagery that would compromise legibility.
Do not recolor the logo.
Do not place the logo on top of low-contrast brand colors or non-brand approved colors.
Logo color usage
Our logo should only every be used on our approved colors, see below guidance for color pairing examples.
Seals
DownloadSeals add credibility as experts in the cleaning space. Pair them with communications for additional impact, authority and approval.
Can be used for any over arching CleanBoss communication
Reserved for Multi- Surface products
Color
DownloadConsistent use of color will help unify all applications of the CleanBoss brand. Our color system is intended to provide a modern look, a sophisticated but approachable feel and an overall presentation distinctive from others in our industry. Remember to use RGB or Hex values for digital tactics only and CMYK or PMS values for all printed materials.
Primary / Masterbrand
Color Usage
Secondary / EatCleaner
Color Usage
Only use the above approved EatCleaner color palette for EatCleaner communications. Color is our key differentiator between our product pillars to create clear separation and standout within the category. Master brand asset may be used for EatCleaner as long as they take on our EatCleaner color palette. See Sample Applications page for examples.
Gradient
DownloadOur gradient can be used to inject energy and momentum into layouts. Use selectively for impact and standot
Always use above gradient format. Dark to light should always move from left to right on all communications. Should only be used on masterbrand communications.
Typography
DownloadTypography is an important aspect of our brand identity. Our typographic style contributes to our overall aesthetic.
The Cleaning Agents
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Typographic hierarchy
It is important to establish a clear typographic hierarchy when typesetting copy to ensure we emphasize our key content in the intended sequential order.
Product Photography
DownloadSimple and bold compositions with surfaces and props that give a nod to areas of the home.
Confident Compositions
Uncluttered and confident layouts that do not distract from the product, while owning our color palette.
Bold & Bright Light
Lighting feels naturally vibrant, not forced. Slight warmth in tonality. Strong shadows and hard contrast for standout.Look to inject colors from the brand palette (blues, and warm mid-tones) through smart use of propping.
Heroic and Iconic Angle
The camera should always be at slightly below eye level or from above to feel more heroic, proud and iconic in stature.
Product shots are shown for demonstration purposes only.
Circle Graphics
DownloadMaintaining a consistent style for our graphics is key in order to achieve a cohesive brand appearance. The below contain our full collection of circle graphics available. Be sure to use them intentionally, and pair them with communication that aligns with their theme for the most impactful activations.
Rotation & Orientation
You may rotate or flip graphic circles to help fit layouts and compositions if necessary.
Momentum
Seamless connection
Power
Protection
Target Graphics
Use selectively and intentionally when paired with photography for added impact and storytelling in communications. Avoid using in isolation when possible
