Brand guidelines
Three chevrons, one name
Here’s how to show the Evergreen logo: the mark, the wordmark, the space they need, the colors they come in, and the few ways never to change them. Follow them wherever Evergreen appears, such as articles, slides, partner pages, integration listings, and events.
01 · LogoThe logo
The logo is the mark and the wordmark side by side. Use the primary logo wherever Evergreen introduces itself, and the endorsed logo, with “by Carta,” where an audience meets Evergreen for the first time.
Primary logo
The mark and “Evergreen.” Use it for most placements, such as articles, slides, listings, and the web.
Primary logo on dark
The upper chevrons and the wordmark turn white, and the lowest chevron stays Evergreen green.
Endorsed logo
“by Carta” follows after a word space, in the same face and size, in a muted color so “Evergreen” still leads. Use it for press, events, and first introductions.
Endorsed logo on dark
The same rules apply, and “by Carta” takes the dark muted color, #8FA8A1.
02 · MarkThe mark
Three rising chevrons, stacked. The lowest is always Evergreen green, and the two above it take the text color. Use the mark alone where the name is already there or there’s no room for it, such as app icons, favicons, avatars, and tight spaces.
Construction
It’s drawn on a 64-unit square. Each chevron runs from x 13 to x 51 and rises 17 units to its point at x 32, and the chevrons sit 15 units apart.
- Shape
- Three open lines with square ends and sharp points, never rounded.
- Stroke
- 5 units. At 32 px and smaller, use the 6-unit small cut so the strokes hold.
- Color
- The upper two in the text color, the lowest in Evergreen green, #2D9E90.
- Bounding box
- 41.33 × 52.22 units at stroke 5. Crop to it when the mark lines up with type.
03 · WordmarkThe wordmark
“Evergreen” is set in Newsreader at weight 540, a little heavier than regular, so the name holds its own next to the mark. The files have the wordmark outlined, so it looks the same everywhere, with or without the font.
On its own
Use the wordmark alone only where the mark is already nearby. Otherwise, use the full logo.
- Typeface
- Newsreader, roman
- Weight
- 540
- Case
- Title case, as one word: Evergreen. Never all caps or italic.
- Spacing
- Kerned pair by pair, with tracking between every pair, as in the files. Don’t letterspace it further.
- Endorsement
- “by Carta” in Newsreader 400, in the muted color, one word space after.
- Lockup
- The mark stands 1.28 times the height of the E, centered on it, with 0.82 E heights of space between them.
Pair kerning
Each pair is set so the space between the letters reads as even, and the word sits tighter than the font’s default. Values are in thousandths of an em, with +30 of tracking between every pair.
- Ev−80
- ve−88
- er−41
- rg−35
- gr±0
- re−52
- ee−38
- en−40
04 · Clear spaceGive it room
Keep the space around the logo clear of text, edges, other logos, and busy imagery. The unit is one chevron, the height of a single chevron from the mark, about 43% of the mark’s height. Keep at least one chevron of space on every side, and more is always fine.
Mark
Keep one chevron on all four sides of the mark’s bounding box. The unit comes from the mark, so it scales with it.
Logo
Keep one chevron around the whole logo, measured from the mark’s edges and the wordmark’s outer letters. Descenders may sit inside it.
In a container, such as an app icon, an avatar, or a button, leave at least one chevron between the mark and the container’s edge so the points don’t crowd the corners.
05 · SizeMinimum size
Below these sizes the chevrons blur together and the wordmark loses its serifs. They’re shown here at actual size.
Mark: 16 px
The smallest the mark may be on screen, always in the small cut. In print, 5 mm.
Logo: 16 px wordmark
The wordmark at 16 px, about 11 px tall in its capitals. Below that, use the mark alone. In print, 25 mm wide.
In interfaces
Beside navigation icons, show the mark at 20 px, the same weight as the icons around it.
06 · ColorColor
There’s one brand color, Evergreen green, and the lowest chevron carries it. Everything else is neutral. Use these exact values, and select one to copy it.
Evergreen green
The lowest chevron. Large graphics and accents.
Text
Upper chevrons and wordmark on light.
White
Upper chevrons and wordmark on dark.
On green
One-color mark and text on Evergreen green.
Mint
Green text and links on light.
Mint, dark
Green text on dark.
Background
Light surfaces.
Background, dark
Dark surfaces.
| Pairing | Contrast | Use |
|---|---|---|
#2D9E90 on #F7F9F8 | 3.1:1 | The mark on light. Graphics only. |
#2D9E90 on #08100E | 5.9:1 · AA | The mark on dark. |
#141A18 on #F7F9F8 | 16.7:1 · AA | The mark and text on light. |
#03110E on #2D9E90 | 5.9:1 · AA | The one-color mark or text on green. |
#FFFFFF on #2D9E90 | 3.3:1 | Avoid for text. Use On green instead. |
#13564D on #F7F9F8 | 8.1:1 · AA | Green text on light. |
#A7EBE0 on #08100E | 14.3:1 · AA | Green text on dark. |
Use green for the mark and large graphics, not body text. On the light background it clears WCAG’s 3:1 for graphics but not its 4.5:1 for text, so set green text in Mint instead.
07 · TypeTypefaces
There are two faces: Newsreader for display and the wordmark, and Inter for everything people read at length. Both are open source under the SIL Open Font License. Newsreader is on Google Fonts, and Inter is at rsms.me/inter.
NOPQRSTUVWXYZ
abcdefghijklm
nopqrstuvwxyz
0123456789
Newsreader
For headlines, the wordmark at 540, and pull quotes. Set the emphasized half of a headline in italic, in Mint.
NOPQRSTUVWXYZ
abcdefghijklm
nopqrstuvwxyz
0123456789
Inter
For body copy, interfaces, labels, and kickers, which are 500, uppercase, and tracked out a little.
08 · Do’s and don’tsDo’s and don’ts
Use the files as they are. If a layout seems to need a change to the logo, change the layout.
Do
Do
Full color on light
Text-colored upper chevrons and a green lowest chevron, on white or the light background.
Do
Full color on dark
White upper chevrons. The lowest chevron stays green.
Do
One color on green
On Evergreen green, draw all three chevrons in On green, #03110E.
Do
One color white on imagery
On photos and dark imagery, use the all-white mark where the green would be lost.
Do
Keep the lockup as supplied
The mark on the left and the wordmark on the right, at the proportions in the files.
Do
Leave one chevron of clear space
Keep text, edges, and other marks out of the space around the logo.
Don’t
Don’t
Recolor the chevrons
Use no all-green mark and no other colors. Green belongs to the lowest chevron only.
Don’t
Move the green
The green chevron is always the lowest, the ground the others rise from.
Don’t
Rotate or flip it
The chevrons always point up, with no angles and no mirroring.
Don’t
Stretch or squash it
Scale the mark and the logo only in proportion.
Don’t
Add effects
Keep the mark flat, with no gradients, shadows, glows, bevels, or outlines.
Don’t
Round it off or reweigh it
Use square ends and sharp points at the supplied stroke, never round caps or a thinner or heavier cut.
Don’t
Full color on green
The green chevron disappears. On Evergreen green, use the one-color mark.
Don’t
Busy or low-contrast backgrounds
Patterns and mid-tones fight the mark, so place it on a calm area or a solid panel.
Don’t
Rearrange the lockup
The mark always leads. Don’t move it after or above the wordmark, or change the gap.
- EVERGREEN
Don’t
Retype the wordmark
Use the outlined wordmark, never another typeface, all caps, italics, or letterspacing.
- Durable agentic
coding sessionsDon’t
Crowd it
Keep taglines, headlines, and other logos outside the clear space.
Don’t
Invent containers
Put the mark in no badge, circle, or frame beyond an app icon’s tile.
09 · NameWriting the name
In running text the name is a word, not a logo, so never put the mark inline in a sentence.
- DoEvergreen
- DoEvergreen by Carta (first mention)
- Doan Evergreen session, Evergreen’s agents
- Don’t
EverGreen,EVERGREEN,evergreen(lowercase only in code, URLs, and handles) - Don’t
Carta Evergreen,Ever-green,EG
Alt text
Give a logo image the alt text “Evergreen,” or “Evergreen by Carta” for the endorsed logo. Leave out “logo,” since a screen reader already says it’s an image.
Beside the Carta logo
Separate the two with a 1 px vertical rule, at least 1½ chevrons from each logo, with both at the same cap height and Carta first.
10 · DownloadsLogo files
Use SVG for anything on screen, and PNG (1024 px, transparent) where SVG isn’t accepted. Every file has the wordmark outlined. The marks also come as square PNGs, 1024 × 1024 px, for avatars and app icons. They’re padded like an app icon, so a round or rounded mask won’t cut into the mark.
Logo · full color
Logo · on dark
Endorsed · full color
Endorsed · on dark
Mark · full color
Mark · on dark
Mark · small cut (32 px and below)
Mark · one color on green
Mark · one color white
