Cirrus Brand Standards.
At Cirrus, We’re all about streamlining documents and creating efficiencies wherever possible. That’s why we’ve done away with the traditional brand standards PDF.
No longer will we need to share an updated file company-wide, and ensure every employee is referencing the most up-to-date document instead of one of the several outdated PDFs they have on their computer.
If you have any questions regarding the Cirrus brand, please email: brand@cirrussecure.com
Cirrus Brand Standards.
At Cirrus, We’re all about streamlining documents and creating efficiencies wherever possible. That’s why we’ve done away with the traditional brand standards PDF.
No longer will we need to share an updated file company-wide, and ensure every employee is referencing the most up-to-date document instead of one of the several outdated PDFs they have on their computer.
If you have any questions regarding the Cirrus brand, please email: brand@cirrussecure.com
- Brand Strategy
- Our Manifesto
- Our Onlyness
- Value Proposition
- The Three C’s
Our Manifesto
We are borne of bankers who believed there was a better way. That the journey from conversation to closing was broken—so we created a company to reimagine it.
We believe in chasing deals, no documents. Because time is the most wasted thing on the planet.
We believe in transformation over transaction—that deals turn into deeds—and deeds into dreams realized, for our clients and theirs.
We believe in the humans of every bank and the clients they serve so we create flexible systems made for humans, by humans. And nothing less.
We believe in the future—and that the technology we create today will fuel the success of generations tomorrow. That a focus on people over paperwork leads to profitability. And transparency for all, leads to triumph.
We dream-makers and disorder takers who believe in the art of the deal, and have built the science behind it. So we order our lives and our livelihoods according to a higher belief—that Cirrus is a calling. To rise above. To strive. To seek. To find, and not to yield.
Driven by integrity, excellence, innovation and determination, we accelerate the deal to help win the day. Because when we close faster, it’s better for everyone.
Cirrus.
Accelerate the deal. Win the day.
Our Onlyness
Cirrus is the only lending software built around you that’s designed to accelerate deals and deliver more results.
Value Proposition
Built to Flex
Reassurance for the table-stakes in this category of security; ‘streamlined’ addresses simplicity and your former value prop of reducing chaos.
Processes
‘Flex around your people’ reminds users this is software built around them—tracking back to the Onlyess of Cirrus vs. competitors.
Collaboration
Ditch ‘accelerate’ and focus on ‘streamlining’ that results in finishing deals faster.
Help You
More time back, more conversations, more client satisfaction, more deals, faster. With Cirrus you get more.
Deals
Helping you ‘finish more deals faster’ is a direct nod to profitability and deal flow acceleration.
The Three C’s
The Three C’s will be our bedrock. It’s the three things that we do within our value proposition.
Collect
Chase down deals not documents; Cirrus is designed to streamline collection of documents into one, simple interface.
Collaborate
Checklists, collaboration tools and flexible workflow make for less friction and more transparency every step of the way.
Close
Streamlined deal flow and documentation lets you and your team close more deals—faster.
- Brand Design
- Brandmarks
- Color Palette
- Typography
- Photography
- Iconography
- Graphic Elements
Brandmarks
There are four approved brandmarks for use on Cirrus-branded collateral and materials.
Brandmark, Stacked
The stacked brandmark is one of two approved brandmarks. It should be used whenever possible, and/or whenever horizontal space is limited.
Brandmark, Single-Line
The single-line brandmark is one of two approved brandmarks. It should be used whenever possible, and/or whenever vertical space is limited.
Logomark
The logomark is our simplest mark. It should be used only when the brand name is written out or visible elsewhere on any given piece of branded material.
It can be used as profile pictures on social media pages, the Cirrus website favicon, and in other unique scenarios.
Wordmark
The wordmark can be used without the logomark if space is limited, or if the logomark is intended to appear elsewhere on the same piece of branded material. Use the wordmark only if one of the two approved brandmarks do not fit the given layout.
Color Palette
Our brand color palette consists of a primary palette and a secondary palette. The primary palette should be relied on first, and the secondary palette (which consists of shades of the primary palette), should be used in limited circumstances, or whenever it improves legibility.
Primary Palette
The primary color palette consists of two colors: orange and black. You are encouraged to use these colors in background imagery, headline, or icons and illustrations.
#FF9D11
R=255 G=157 B=17
C=0 M=45 Y=100 K=0
PANTONE
#181818
R=24 G=24 B=24
C=73 M=67 Y=65 K=80
PANTONE
Secondary Palette
The secondary color palette consists of shades of the three primary colors. You should only use these when you’ve exhausted the three primary colors in a layout or branded piece of material, or when they would help improve legibility.
#FFA72B
R=255 G=167 B=43
C=0 M=40 Y=93 K=0
PANTONE
#3E3E3E
R=62 G=62 B=62
C=68 M=61 Y=60 K=49
PANTONE
#FFB145
R=255 G=177 B=69
C=0 M=35 Y=82 K=0
PANTONE
#696969
R=105 G=105 B=105
C=59 M=50 Y=50 K=19
PANTONE
#FFBC5E
R=255 G=188 B=94
C=0 M=30 Y=73 K=0
PANTONE
#979797
R=151 G=151 B=151
C=43 M=36 Y=36 K=1
PANTONE
#FFC778
R=255 G=199 B=120
C=0 M=24 Y=60 K=0
PANTONE
#C8C8C8
R=200 G=200 B=200
C=21 M=17 Y=17 K=0
PANTONE
#FFD191
R=255 G=209 B=145
C=0 M=19 Y=48 K=0
PANTONE
#E6E6E6
R=230 G=230 B=230
C=9 M=6 Y=7 K=0
PANTONE
#FFDCAB
R=255 G=220 B=171
C=14 M=35 Y=0 K=0
PANTONE
#FBFBFB
R=251 G=251 B=251
C=1 M=0 Y=0 K=0
PANTONE
#FFE7C4
R=255 G=231 B=196
C=0 M=9 Y=24 K=0
PANTONE
#FFF1DE
R=255 G=241 B=222
C=4 M=12 Y=0 K=0
PANTONE
#FF9D11
R=255 G=252 B=247
C=0 M=0 Y=2 K=0
PANTONE
Typography
Our brand relies exclusively on one typeface family: Sora. Sora is available from Google Fonts, and comes in eight total weights.
However, for our brand, we rely on two weights specifically: Regular and Bold.
Sora Bold
Sora Bold should be used for headlines and titles, and in instances when you want to capture a viewer’s attention, or create separation between pieces of content in branded material.
Sora Regular
Sora Regular should be used for body copy and captions, or whenever you’re typing out dense columns of text. In rare instances, Sora Regular can be used as a headline font, but please contact us for approval before doing so: brand@cirrussecure.com
Photography
We rely primarily on stock photography when it comes to designing marketing content, but in order to achieve a certain level of “ownability” we encourage you to follow the below photographic guidelines.
Bright Imagery
Source bright image with natural light whenever possible to complement the often dominant use of black within our visual identity.
Cirrus Orange
Try to find stock imagery with pops of orange in them—orange shirts, ties, eyeglasses, notebooks, walls, desk accessories, etc. This well help more directly tie the photography to our visual identity.
Hexagonal Corner
Whenever possible, crop images using the corresponding masking shape available via the download link below.
Never crop more than one corner, and it’s up to the designer’s discretion to determine the best corner to crop. On our website it’s most often in the upper-right or upper-left, but you may find it’s more appropriate in the lower-right or lower-left for your particular layout.
Do not apply this crop affect to video frames or screenshot images of the application/software.
Iconography
We source our icons from iStock, and specifically from the library of designer Enis Aksoy.
But we don’t just stop there. In order to create more “ownability” in our icon set, we’ve altered every icon so it has elements of a hexagon within. It’s up to the designer’s discretion to determine how many hexagonal elements to include in each icon, but we encourage you to keep it simple when possible, and focus on applying the hexagonal effect to the more prominent elements of the icon.
Below are examples of some of our most relied-upon icons. Carefully observe how each has elements of a hexagon and have fun applying the effect to future icons.
Graphic Elements
To add visual interest to our marketing materials, we’ve established a set of graphic elements to supplement the typography, photography and iconography in our visual identity. Use these elements to establish a Cirrus presence in your composition, and create branding consistency across all of our materials.
Hexagonal Backgrounds
Instead of using a standard 4-corner rectangle for a background or image mask, we encourage you to take advantage of the below set of shapes. It’s important to remember that only one corner of the image mask or background shape should appear to be “hexagonal.” Determining which corner is most appropriate to crop with the hexagonal shape is up to the discretion of the designer, so feel free to “flip” the shape horizontally or vertically to accommodate your layout.
The size and shape of the hexagonal corner doesn’t scale ideally, so we’ve established a set of differently-sized shapes best suited for specific instances and widths. Please use the below chart to determine which shape from the downloadable resource file to use in your layout. If you need to increase the height of the shape, do so by adjusting only the lower-left and lower-right anchor points.
The below images have been scaled down to fit this page. To see the shapes in their full resolution, download this file.
Print (letter: portrait)
8.5 inches wide.
Print (letter: landscape)
11 inches wide.
Digital (mobile)
440px wide
Digital (powerpoint)
1280px wide
Desktop (website)
1440px wide
The Hexagon “Trio”
In order to create additional visual interest in layouts, we encourage you to use our primary graphic element: the “Trio.”
It’s three hexagons, inspired by the shape of our logomark, each representing one of our “Three C’s.” This element should be enlarged and cropped within one of the above shapes or by the page of the layout itself. It should never appear in its entirety—at least one of the hexagons of the Trio should bleed off the container or page.
When determining the best and most appropriate colors, we encourage you to make the Trio one shade lighter or darker using our brand color palette and the guide below.
When using the grayscale palette, you may need to reduce the opacity of the Trio to 20% for to increase legibility of any text that may appear on top.
Background Color: #181818
Trio Color: #3E3E3E (20% opacity)
Background Color: #FBFBFB
Trio Color: #E6E6E6 (20% opacity)
Background Color: #3E3E3E
Trio Color: #696969 (20% opacity)
Background Color: #E6E6E6
Trio Color: #C8C8C8 (20% opacity)
Background Color: #696969
Trio Color: #979797 (20% opacity)
Background Color: #C8C8C8
Trio Color: #979797 (20% opacity)
Background Color: #979797
Trio Color: #C8C8C8 (20% opacity)
Background Color: #979797
Trio Color: #696969 (20% opacity)
Background Color: #FF9D11
Trio Color: #FFA72B (100% opacity)
Background Color: #FFFCF7
Trio Color: #FFF1DE (100% opacity)
Background Color: #FFA72B
Trio Color: #FFB145 (100% opacity)
Background Color: #FFF1DE
Trio Color: #FFE7C4 (100% opacity)
Background Color: #FFB145
Trio Color: #FFBC5E (100% opacity)
Background Color: #FFE7C4
Trio Color: #FFDCAB (100% opacity)
Background Color: #FFC778
Trio Color: #FFD191 (100% opacity)
Background Color: #FFD191
Trio Color: #FFC778 (100% opacity)
Questions?
Brand Standards are often just guidelines—a foundation or a starting point—not an inflexible set of rules. When in doubt, stick to the standards set out on this page, but if you have any questions, concerns, or new ideas for where to take the design or messaging of a new piece of branded collateral, please contact us: brand@cirrussecure.com