Overview

Our logo is the most recognizable expression of our brand. It represents who we are, how we show up, and the experience we promise every customer. More than a visual mark, it’s a signal of trust and consistency across every touchpoint. These guidelines exist to ensure the logo is used clearly, consistently, and with intention—so it always reflects the strength and personality of our brand.

Dos and don’ts

The spirit and message of the brand depends on the Gladly logo maintaining a consistent appearance in all cases. In order to preserve the integrity of the logo, the following examples illustrate some things you should not do.

Colors

Color plays a critical role in how our brand is recognized and remembered. Our color palette is designed to express our personality, support clarity, and create a cohesive experience across every interaction. When used consistently and thoughtfully, these colors help communicate our values, guide attention, and bring our brand to life. This section outlines how to use our core and supporting colors to ensure a unified and impactful visual system.

Our primary color palette is vibrant, optimistic and heroic. Green is our primary shade, with complimentary colors of black, white, and grey.

Our secondary color palette offers a vibrant purple as a premier accent as well as lighter tints of purple and green that can be used in supporting elements throughout the brand.

Color palette for decks only.

Gladly Green is the hero color and should be used intentionally rather than applied everywhere. Brand colors on the logo and core assets should never be altered. The primary palette should dominate any design, with the secondary palette serving as supporting contrast to add visual interest. When creating presentations, always use the deck-specific palette to ensure consistency across slides.

The Chalet font family has been chosen as the Gladly brand typeface for its character and versatility. The face strikes a balance between a clean functional aesthetic and a friendly, optimistic feel.

To maintain a modern & heroic presence, the typeface should be negatively tracked slightly. It should always appear tight, not loose or open.

When Chalet cannot be embedded or is unavailable, use system fonts as specified in our fallback guidelines to preserve readability and brand integrity.

This is a reference for how to successfully create typeface scale hierarchies. This is a guide for how to maintain legibility when there are multiple levels of information.

Overview

The following direction and examples are intended to help shape Gladly photography usage and future shoots. Gladly imagery focuses on both the customer and agent story in a way that is true to the Gladly narrative.

To “crop” an image is to remove or adjust the outside edges of an image (typically a photo) to improve framing or composition, draw a viewer’s eye to the image subject.

In the instances that icons are needed, there are two styles that serve as a guide for their future creation, dependent on both context and content.

Channel icons

The channel Icons should be used when there is a need to represent the mode of communication between a representative and customer. These icons are created with a simple rule with rounded edges and are always on solid backing discs to help them stand out against photography.

Monoweight icons

When illustrating a concept or topic, the Monoweight icon style should be used. This type of icon is created in the same fashion as the Channel Icons, but should always be without a backing object, as they often appear in multiples and risk becoming busy very quickly. Whenever possible, they should be paired with a title or headline.

Surfaces define the layers and depth of our visual hierarchy. They create distinction between background elements, content containers, and interactive components.

Text styles establish visual hierarchy and readability across all Gladly communications. Our type system defines consistent sizes, weights, and spacing that guide readers through content with clarity and ease. From headlines that capture attention to body copy that informs, each text style serves a specific purpose in our typographic hierarchy. Proper application of these styles ensures our message is always accessible, scannable, and aligned with our brand voice.

Buttons are the primary call-to-action elements that drive engagement and guide users through key interactions. Our button system includes clear visual states—default, hover, active, and disabled—that provide intuitive feedback and reinforce usability.

Buttons are the primary call-to-action elements that drive engagement and guide users through key interactions. Our button system includes clear visual states—default, hover, active, and disabled—that provide intuitive feedback and reinforce usability.

The Gladly Highlight is a deliberate emphasis tool used sparingly within headlines or subheads to call attention to a single key term or a short 2–3 word phrase. It’s designed to sharpen meaning and guide the reader’s eye—never to decorate or overwhelm.

The highlight should not be used on full sentences, not applied to multiple words within the same statement, and not used in multiple colors. It must always follow the prescribed styling without variation. When used with restraint, it reinforces clarity, hierarchy, and Gladly’s confident, people-first voice.