Brand

Guidelines
Welcome to the
brand guidelines.

This is the single

source of truth
for the brand.
These brand guidelines have been created for the
EngageSmart brand identity to ensure visual consistency
across all branded applications and platforms. As brands are
living and breathing identities, they will naturally evolve with
time. Accordingly, this document must be continuously
updated to reflect the latest singular source of truth for all
elements of the brand ecosystem.

02
Table
01
02
Brand Attributes
Core Elements
of Contents 03 Logomark
04 Color Palette
05 Typography
06 Iconography
07 Photography
08 Sample Applications

03
Brand Attributes

04
brand ATTRIBUTES

The brand attributes describe the personality

of the brand. These four personality traits are
expressed through visual and verbal choices.
When assessing the success of a design, ask
yourself if they align with the attributes. Each
attribute can be dialed up or down depending
on the context.

EngageSmart is...
Simple but Powerful Sophisticated
We simplify the complex. Our product experiences We’re intelligent and innovative. We grow thoughtfully
bring about a feeling of ease. We’re easy to use, and approach all aspects of operations with thoughtful
integrate well, and provide a massive return for the skill.
people using our products.

Empowering Delightful
We’re here to help. We invest with care in our We bring delight to even the most routine tasks. We’re
employees’ success. We aim for all of our customers to warm, engaging, and aspirational.

succeed at their work.

05
Core Elements

06
Core Elements

This brand system is grounded in the brand’s

About Us Find a Solution Careers Contact Us We have an easy
personality traits, with simple but powerful solution for you.
leading the charge.



Core brand elements include large headlines,

Every time someone
a sophisticated color palette, and a flexible
yet expressive icon system.
says “it shouldn’t be this
hard...” They’re right.

EngageSmart is the standard for dependable, frictionless

interactions between companies and their customers.

Find a Solution

About Us Find a Solution Careers Contact Us Dependable,

frictionless
interactions

Design “ Being the only product designer on a

between companies

small team can be really lonely but it’s & their customers

not that way here because I have a

shared community of product
designers that are working across
Engagesmart solutions..”

Lauren Mitri
Lead Designer at SimplePractice

Engineering
07
Logomark

08
LogoMark FULL COLOR

The EngageSmart Brand Identity is

ground on a sophisticated logomark

that highlight’s its two words with color.

The full color lockup uses Royal Blue and

Navy. The full color logomark should
always be used on a white background.

09
LOGOMARK Full Color Reverse

The full color reverse logomark uses Sky

Blue and White. The full color logomark
should always be used on a Navy
background.

10
LOGOMARK Single Color

The EngageSmart logomark is allowed to

be used in one color formats. Below are
the approved colors that the logomark
may be paired with.

White
Navy
Navy

On Royal Blue on Sky Blue on Pale Blue 11

LOGOMARK Single Color BLACK & WHITE

In instances where the full color lockup will

not work, a black and white version is allowed.

60% Tint of BLACK + BLACK

60% Tint of WHITE + WHITE

On White On BLACK 12
LOGOMARK ENDORSEMENT USAGE LOGOS

In order to create a connection between

EngageSmart’s sub brands,
communication of EngageSmart’s
involvement should be consistent.

The “by EngageSmart ” endorsement

lockup should be positioned underneath
each sub brand logo, aligned to the left of
the logo’s text. Due to the variety of
typography and styles used throughout
each of EngageSmart’s sub brands, the
size of the endorsement lockup should be
determined by what visually looks best
when locked up together.

13
LOGOMARK Endorsement Lockup Company Lockup

Furthering the consistent connection

between the sub brands and
EngageSmart brand, another
endorsement lockup is available for use
when not locked up with a sub brand
logo. The company lockup seen below is
used within the footers of the sub brand’s
web properties and digital experiences.

14
LOGOMARK Usage Guidelines

To preserve the integrity and legibility of the logotype, ensure

that there is always adequate clear space between it and other
elements or boundaries of the space it occupies. A margin of
clear space equivalent to x is drawn around the symbol to
create a boundary of isolation. In this case, the height of the
symbol is used to determine the clear space.

X X

X
MINIMUM SIZE
Screen Height: 14px
Print Height: .5”
X X

15
LOGOMARK UNACCEPTABLE USAGE

In order to keep a consistent brand

image, do not do any of the following

with the EngageSmart logomark:

DO NOT SQUEEZE DO NOT STRETCH DO NOT REARRANGE THE LOGO ELEMENTS DO NOT RESIZE THE LOGO ELEMENTS

DO NOT ADD CONTAINERS DO NOT ADD UNAPPROVED COLOR

DO NOT ADD EFFECTS OR TREATMENTS DO NOT OVERLAY ON COMPLEX IMAGERY
COMBINATIONS / BRAND COLORS

16
Color Palette

17
COLOR PALETTE

A sophisticated, restrained palette; we

employ navy, white, royal blue, and sky
blue throughout the brand experience as
the primary brand colors. Secondary
Colors: pale blue is used as a neutral
accent while peach appears as a
delightful color used for CTAs.

Navy White Royal Blue Sky Blue Pale Blue Peach

HEX: 1C2545
 HEX: FFFFFF
 HEX: 4977BD
 HEX: 98C1FF
 HEX: D5E2F7
 HEX: F1B998

CMYK: 94, 73, 5, 69
CMYK: 0, 0, 0, 0
 CMYK: 70, 43, 0, 0
 CMYK: 41, 11, 0, 0
 CMYK: 10, 2, 0, 0
 CMYK: 0, 24, 33, 0

RGB: 28, 37, 69
 RGB: 255, 255, 255 RGB: 73, 119, 189
 RGB: 152, 193, 255
 RGB: 213, 226, 247
 RGB: 241, 185, 152

PMS: 533C PMS: 4150C PMS: 283C PMS: 656C PMS: 473C

18
color palette Proportion

With a heavy use of navy and white, EngageSmart’s series of

blues should be used as accents for typography, iconography,
and seldom as background colors.

Peach is reserved for CTA’s in digital applications, such as

buttons. Peach should never be used outside of CTA’s.

19
color palette APPLICATION

Typography: Text should primarily appear in navy and white. It’s

About Us Find a Solution Careers Contact Us
Dependable,
encouraged to use Royal Blue and Sky Blue to highlight
sections of headlines. Ensure that the blue used is accessible We lead our values and live frictionless
depending on the background color.

them through our team. Find a Solution

interactions

Backgrounds: All shades of blue and white can be used as between companies

background colors while following the proportion guidelines set

within this guideline’s section.

& their customers

Icons: navy and royal blue may be used on icons with white
backgrounds, while white and sky blue may be used on icons
with navy backgrounds.

All colors have been tested for accessibility. We tested these Robert P. Bennett
Chief Executive Officer,
Alison Durant
Chief Marketing Officer,

colors using the WCAG 2.0 standards as our base. EngageSmart EngageSmart

EngageSmart is a software
company that simplifies customer
engagement, essentially driving
more self-service. While 100% of
our value is derived from our
software, e-payments runs through
all of our solutions and is used to
monetize the value extracted from
our software.
We have an easy
solution for you.
Welcome! 1

Invoice Cloud

33% $7b 123

revenue increase invoices paid employees
4
countries

4
20
Typography

21
typography

The type system uses 2 different font families

1) Copernicus and 2) Polaris. Use the guidelines
here to know when and how to use each font.

Copernicus We lead our values

and live them
33%
Use Copernicus in only one font-weight: Book.

through our team.

Use this font for headlines, subheaders, and big numbers
HEADLINES & SUBHEADERS BIG NUMBERS QUOTES

Polaris EngageSmart is the standard for

dependable, frictionless
interactions between companies
Find a Solution

Use Polaris in 2 font-weights: Book & Medium

and their customers.

Use this font for all body copy & CTAs. Body copy CTA

22
Typography Usage Application EXAMPLE

About Us Find a Solution Careers Contact Us

H1
Copernicus

Every time someone

book, 64/115% says “it shouldn’t be this
hard...” They’re right.
BODY
EngageSmart is the standard for dependable, frictionless
interactions between companies and their customers.
Polaris

Book, 18/145% Find a Solution

LABELS
Solutions

Polaris

Medium, 18/145% When it’s hard to...

H2
Copernicus

Pay your taxes

Invoice Cloud
book, 34/115%

BIG NUMBERS
Copernicus

33%
revenue increase
$7b
invoices paid
book, 96/115%

23
typography MS FONTS

When the brand’s primary typefaces are not available

for us in applications such as Word, use the following
Microsoft fonts as replacements

For the serif font, use:

Palatino Our SaaS solutions help customers

simplify, streamline, and grow their
For the sans-serif font, use:
businesses.
Microsoft Sans
Serif Vertically tailored,
integrated software

1 2 3

Billing & Payment Customer engagement End-to-end business

Solutions applications management software

Confidential 1

24
typography GOOGLE FONTS

When the brand’s primary typefaces are not available

for us in applications such as Google Slides, use the
following Mac OS fonts as replacements

For the serif font, use:

Source Serif Pro Our SaaS solutions help customers

simplify, streamline, and grow their
For the sans-serif font, use:
businesses.
Roboto
Vertically tailored,
integrated software

1 2 3

Billing & Payment Customer engagement End-to-end business

Solutions applications management software

Confidential 1

24
Photography

All photography within this section, sample applications, and Brand Guidelines as a
whole is just for demonstration purposes and is not licensed for use. 25
Photography Portraits

SHOOT PORTAITS IN A STUDIO SETUP

CAPTURE THE FACE IN EXPRESSIVE DETAI Use a single navy blue background

Capture the natural expressions of subjects

Portrait photography is used to create beautiful Try to stay around f/4-5.6 To keep consistency at high priority for the Engagesmart Professional doesn’t have to mean stiff. Make sure to have your
headshots of the EngageSmart employees.

Make sure your subject is fully in focus. Use an appropriate aperture brand, use a deep blue background for all portraits. Make subject belly laugh, smirk, have a more neutral face and cross
Work through a series of poses with your subject sure to separate your subject from your background their arms. Don’t rush here. It’s imperative we get a wide array
Utilize a studio photography approach that Eye contact is the most important. enough to create depth for the subject.
of poses to use.

captures people in a well lit but not overly exposed But don’t hesitate to get a few with the subject looking past the
environment that is easy to replicate.
camera or to the side Subjects should wear something they are comfortable in. Solid
Try seated and unseated for your subjects. colors as well as patterns are fine. There is no need for subjects
to align their clothing choices.

26
Photography Portraits CROPPING

Crop the portraits to align with the grid shown

here. Feature the subject’s face and leave space
above their head and ample background to the
left and the right.

27
Photography CULTURE

Culture photography is used to give people a peak inside what

it’s like to work with EngageSmart.

Utilize a natural light approach that captures EngageSmart’s

environment, and expressive and graphic shots of people
working by themselves, or collaborating together.

28
Iconography

29
Iconography Expressive ICONS

Frame Arrow Spark Plus X

30
ICONOGRAPHY EXPRESSIVE ICONS SIZING

The expressive EngageSmart iconography is

inspired by our ability to simplify the complex and

the delight found within our culture. With this in

mind, we created a modular system that uses simple

lines to form abstract, expressive icons.

Below are guidelines for icon application and use.

70px

minimum size SCALE

Height: 70px tall
 Scale proportionately. This icon set does not have active

strokes, but is combined to create solid scalable shapes

since the range of application is finite.

32
ICONOGRAPHY EXPRESSIVE ICONS Modular Patterns

The expressive icon system may be used to create

modular patterns that emphasizes the building
aspect of what we do.

These patterns are meant to be used as bold, large

elements that add graphic interest throughout the
EngageSmart brand experience.

In order to keep these patterns true to our simple

but powerful belief, used a maximum of four icons in
one pattern.

33
Iconography INFORMATIVE ICONS

Wellness Government, Utilities,

Healthcare Giving
& Financial Services

31
ICONOGRAPHY INFORMATIVE ICONS Guidelines

The informative EngageSmart icons are an

optimized set used for supporting features and
other informative topics. They are designed for use
in applications that require smaller icons, such as
slide decks. 



Below are guidelines for icon application and use.

70px 

30px 


Minimum size: icon SCALE maximum size: icon

30px 
 Scale proportionately. This smaller icon set 70px 

does not have active strokes, but is combined
to create solid scalable shapes since the
range of application is finite.

34
ICONOGRAPHY APPLICATION

SMB Enterprise We have an easy

solution for you.

Wellness Government, Healthcare Giving

Utilities,

Practice management
software & Financial Patient engagement and
payment platform
Non-profit and 

corporate fundraising
Services
Practice management
software

1
35
Animation

36
ANIMATION EXAMPLES

Animation can bring a sense of delight to the brand.

As one of the four brand attributes, delight is a
critical part of the system. Using subtle motion on
digital designs creates an experience that feels
delightful and thoughtful. Below are examples of
motion ideas for the website or other social
applications.

In this example, the photos would slide into place as the webpage loaded, creating a In this example, the solutions section that is clicked on In this example of the homepage hero, a couple different things could
feeling of dynamic delight and attention to subtle detail. would expand inline. animate: 1) the line drawing would subtly animate on and lock into
place 2) The text color could highlight blue in motion

34
Sample Applications

36
Sample Applications Website: Homepage

About Us Find a Solution Careers Contact Us

Every time someone

says “it shouldn’t be this
hard...” They’re right.
EngageSmart is the standard for dependable, frictionless
interactions between companies and their customers.

Find a Solution

Solutions

When it’s hard to...

Pay your taxes

Invoice Cloud

33% $7b
revenue increase invoices paid

123 4
employees countries

Raise money for causes

you care about DonorDrive
Run your private
practice SimplePractice
Track patient billing
HealthPay24
Careers

Join our Team

See Open Roles

About Us Find a Solution Press Careers Contact Us

© EngageSmart 2021. All Rights Reserved. Privacy Policy Terms of Use

37
Sample Applications WEBSITE TEAM

About Us Find a Solution Careers Contact Us

We lead our values and live

them through our team. Find a Solution

Robert P. Bennett Alison Durant 38

Chief Executive Officer, Chief Marketing Officer,

EngageSmart EngageSmart
Sample Applications WEBSITE About Us

About Us Find a Solution Careers Contact Us

Agency is what we inspire in

one another. We believe in
giving people permission to
try new things.
Join Us

39
Sample Applications WEBSITE CAREERS

About Us Find a Solution Careers Contact Us

Design “ Being the only product designer on a

small team can be really lonely but it’s
not that way here because I have a
shared community of product
designers that are working across
Engagesmart solutions..”
Lauren Mitri
Lead Designer at SimplePractice

Engineering 40
Sample Applications Water Bottle

41
Sample Applications Linkedin

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Sample Applications Email Signature

ALISON DURANT / Chief Marketing Officer

[email protected]

M 508.951.6159

engagesmart.com

This e-mail message and any attachments are only for the use of the intended recipient and may contain information that is privileged, confidential or
exempt from disclosure under applicable law. If you are not the intended recipient, any disclosure, distribution or other use of this e-mail message or
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43
Sample Applications Slide Deck

EngageSmart is a software
company that simplifies customer
engagement, essentially driving
more self-service. While 100% of
our value is derived from our
software, e-payments runs through
all of our solutions and is used to
monetize the value extracted from
our software.

Welcome! 1

44
Sample Applications Slide Deck

Invoice Cloud

33% $7b 123

revenue increase invoices paid employees
4
countries

45
Sample Applications Slide Deck

Our SaaS solutions help customers

simplify, streamline, and grow
their businesses.

Vertically tailored,
integrated software

1 2 3

Billing & Payment Customer engagement End-to-end business

Solutions applications management software

Confidential 1

46
Sample Applications Slide Deck

SMB Enterprise

Wellness Government, Healthcare Giving

Utilities,

Practice management
software & Financial Patient engagement and
payment platform
Non-profit and 

corporate fundraising
Services
Practice management
software

47
Sample Applications Advertisements

We have an easy Dependable,

solution for you. frictionless
interactions

between companies

& their customers

48