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At Charlie our vision guides us in how we work everyday. You might find these statements useful to add to any materials that talk about Charlie.
Company
Short version
Charlie builds HR solutions that help small companies thrive in the new world of work.
Product
Short version
Charlie automates your HR tasks and gives you the time, headspace and tools you need to build an engaged and high-performing team.
Long version
Charlie automates your HR tasks and gives you the time, headspace and tools you need to look after your people. From everyday tasks like time-off management, to facilitating meaningful performance conversations, Charlie sits at the heart of your efforts to build, manage and nurture a happy and high-performing team.
The Charlie logo consists of the Charlie wordmark and the i.e. symbol. This is the brand's most recognisable elements and should be used on all marketing materials.
Spacing
There should be enough space given around the logo to ensure clear visibility.
Logo variations
Logo with strapline
Charlie's strapline is “How small teams do great HR”, which reflects our focus on helping small businesses build effortless, forward-thinking HR practices.
It can be a great addition to support the logo in translating the benefits of Charlie to a new audience.
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The key accent colour in the brand toolbook is Charlie's violet.
Bright and captivating, this distinct shade should be used to call attention to key messages and calls to action, rather than simple window dressing.
Violet
charlie violet
#cd90ff
R 205
G 144
B 255
Full palette
A full palette of additional colours are also part of the brand toolbox.
The primary palette should be used exclusively where possible, with the tertiary palette playing a supporting role.
Primary
Linen
#f2eae2
R 242
G 234
B 226
Midnight blue
#111128
R 17
G 17
B 40
Tertiary
Goldenrod
#ffaa44
R 255
G 170
B 68
Sea green
#4fd384
R 79
G 211
B 132
Gold
#d8cd00
R 216
G 205
B 0
Sky blue
#00b0da
R 0
G 176
B 218
Tomato
#dd564d
R 221
G 86
B 77
Aquamarine
#00fac8
R 0
G 250
B 200
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ASE file
When it comes to product shots, we believe in a "human-led" approach. Where possible photography will be at the centre of the product shot with simplified parts of the Charlie software surrounding it.
The main photography element should have a bold shadow graphic applied to it to show how Charlie is elevating their HR experience.
While the previous style should be the default approach, occasionally a more detailed, software-led view can be used to show a more total view of the product.
Usage
People-led
A much more aspirational take that places the emphasis on the people using Charlie, while drawing attention to some of it's features.
Dashboard
A pragmatic approach to what Charlie offers, highlighting some of the key aspects users can access from their Charlie dashboard.
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ZIP file
A library of icons, created with our brush stroke style, are available to help support text and assist in wayfinding.
There are icons for each of the core Charlie features as well as a selection of more general options.
Icons should always be used inside a full colour, circular container.
Library
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ZIP file
There are a library of supporting illustrations available in a brush stroke style and the charlie logo incorporated.
These images have been selected to celebrate "effortless moments" of what it feels like to use charlie.
Library
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ZIP file
A full set of brand guidelines are available for offline viewing that contain all the information listed in this page, as well as more in-depth information on the charlie visual brand.
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PDF file
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