Branding

Visual Brand Toolkit

This brand guide has been created to establish the visual and communication principles that define Clara brand’s identity. Its purpose is to ensure a coherent, consistent, and recognizable brand expression across all touchpoints, thereby strengthening the brand experience and perception over time.

Download Guidelines ⬇ 8.5 MB Explore toolkit

Brand Voice

“From finance people, to finance people
— with clarity, intelligence, and empathy.”

Our Voice is human, empathetic, real, warm

Community-driven: close to finance teams’ daily lives

More data-driven: technical yet understandable

Bolder: opinionated, modern, witty

Comfortable being ‘negative’ and on point: honest about struggles

Brand Values

Clarity

Simplicity

Ownership

Pride

Always Be Changing

Inclusivity

Write to assist and connect Finance people & Businesses

Clara is assertive and affirmative

Clara speaks in an empathic way.

Clara is proactive and anticipative.

Clara is elegantly honest*

Clara is the pathfinder. You’re the doer.

Clara speaks in an empowering way.

Our audience

New clients
Finance leaders and decision-makers who are exploring modern solutions for control, visibility, and efficiency.

Current clients
Finance professionals who already use Clara day to day — analysts, CFOs, controllers.
‍

Investors
People and institutions who believe in Clara’s long-term growth and leadership potential.
‍

Logo

Our logo is the most important visual element of our brand. The monogram together with our brand word reinforces our narrative and empowers our brand as a leader in its market.

Download Logo ⬇ 30 KB

Font

A stylish and smart combination of fonts that reinforce the personality of our brand, giving it strength and avant-garde style at the same time.

DM Sans family is our main font and helps us to complementour brand personality.

Download Fonts ⬇ 1.2 MB

Photos

Our realistic graphics can be used in channels where functional rather than decorative requirements are needed to complement a message to be communicated, either accompanied by copy or without copy, always ensuring that quality and clarity are not compromised.

Download Photos ⬇ 5 MB

Primary Brand colors

Nuestra paleta primaria de color esta construida con la principal funcion de diferenciar nuestra marca de otras fintechs en la industria y para reforzar cada uno de nuestros pilares de la personalidad de la marca: power, agility, confidence, resourceful

Primary Color:
032257
Pantone: PANTONE 281 C

Secondary Color:
Green Grass
00E66B

Primary Color
003F41
Pantone: PANTONE 2217C

Secondary Color:
719AFF
‍

Primary Color:
0853B6
‍

Secondary Color:
0CD6DC
‍

Primary Color:
AAC2FE
‍

Secondary Color:
F09E99
‍

Clara Black:
080808
‍

Secondary Color:
FFFFFF
‍

Extended Palete Clara Intelligence

Color used for Al-powered products across the platform, is a mix of the Pro color and a highlight color.
From: 0A63D1 -→ To: E122F6a

Graphic Library

Our illustrated graphics can be used in channels where functional rather than decorative requirements are needed to complement a message to be communicated, either accompanied by copy or without copy, always ensuring that quality and clarity are not compromised.

Download all Graphic Library ⬇ 6 MB

Linked in Covers ⬇

Short heading goes here ⬇

Founders ⬇

Icons ⬇

Illustrations ⬇