01 Brand and style guide

How Clear looks, sounds and is built.

The reference for anything with the Clear name on it — a site, an app, a flyer or a post. Every value on this page is read from the same files the website is built from.

03 Colour

A mineral page, green-black ink, and one cobalt.

The page is a cool grey-green, not white and not cream. Cobalt marks the one thing that is current, so it appears once per view.

Ground and ink

Paper

The page. Most of every layout.

HEX
#DFE3DE
RGB
223 227 222
CMYK
C2 M0 Y2 K11
On paper
The page itself
On ink
Not used on ink
Token
--color-paper

Paper raised

Inputs and raised surfaces.

HEX
#E9ECE7
RGB
233 236 231
CMYK
C1 M0 Y2 K7
On paper
Raised surface
On ink
#1E2C27 · raised surface
Token
--color-paper-2

Ink

Text and drawn lines. Also the dark ground.

HEX
#16211D
RGB
22 33 29
CMYK
C33 M0 Y12 K87
On paper
12.7:1 passes 4.5:1
On ink
The dark ground
Token
--color-ink

Accent

Cobalt

The figure that is moving. Once per view.

HEX
#24409E
RGB
36 64 158
CMYK
C77 M59 Y0 K38
On paper
7.0:1 passes 4.5:1
On ink
#7C8CC5 · 5.1:1 passes 4.5:1
Token
--color-live

Land

Land and parcels, as a fill.

HEX
#6B7F5C
RGB
107 127 92
CMYK
C16 M0 Y28 K50
On paper
3.4:1 passes 3:1
On ink
Not used on ink
Token
--color-land

Land as text

The same role when it has to be read.

HEX
#55654A
RGB
85 101 74
CMYK
C16 M0 Y27 K60
On paper
4.8:1 passes 4.5:1
On ink
Not used on ink
Token
--color-land-ink

Status

Settled

Live, owned, paid.

HEX
#0E6B4E
RGB
14 107 78
CMYK
C87 M0 Y27 K58
On paper
5.0:1 passes 4.5:1
On ink
#6FCB9F · 8.4:1 passes 4.5:1
Token
--color-settled

Underway

In progress.

HEX
#8A5512
RGB
138 85 18
CMYK
C0 M38 Y87 K46
On paper
4.8:1 passes 4.5:1
On ink
#E3B667 · 8.8:1 passes 4.5:1
Token
--color-underway

Absent

Not yet.

HEX
#9B2C22
RGB
155 44 34
CMYK
C0 M72 Y78 K39
On paper
5.8:1 passes 4.5:1
On ink
#E58C7F · 6.6:1 passes 4.5:1
Token
--color-absent

Ink tints

Ink 70

Secondary text.

HEX
#525B57
RGB
82 91 87
CMYK
C10 M0 Y4 K64
On paper
5.4:1 passes 4.5:1
On ink
#ABB1AC · 7.6:1 passes 4.5:1
Token
--color-ink-70

Ink 50

The lightest text allowed.

HEX
#5A635F
RGB
90 99 95
CMYK
C9 M0 Y4 K61
On paper
4.8:1 passes 4.5:1
On ink
#939995 · 5.7:1 passes 4.5:1
Token
--color-ink-50

Ink 28

Borders. Never text.

HEX
#A7ADA8
RGB
167 173 168
CMYK
C3 M0 Y3 K32
On paper
1.8:1 · decorative
On ink
#5A635F · 2.7:1 · decorative
Token
--color-ink-28

Ink 13

Hairline rules. Never text.

HEX
#C5CAC5
RGB
197 202 197
CMYK
C2 M0 Y2 K21
On paper
1.3:1 · decorative
On ink
#3A4440 · 1.6:1 · decorative
Token
--color-ink-13

Contrast is measured against paper and against the ink ground. Text needs 4.5:1; lines and shapes need 3:1. CMYK values are device approximations — proof before printing.

04 Type

Three faces, each with one job.

Display for what we are saying, text for everything a reader works through, and mono only for labels. All three are free and open-licensed.

Your rent is making someone else rich.

Bricolage Grotesque

Headlines, statements and the wordmark.

ExtraBold 800 for headlines · SemiBold 600 for sub-heads

Tracking −3.5% to −4%. Line height 0.95–1.05.

A cooperative where the rent you already pay builds equity toward a home of your own.

Instrument Sans

Body copy, figures, buttons and forms.

Regular 400 for body · Medium 500 for buttons · SemiBold 600 for figures

Body 17px on 1.6. Figures use tabular numerals.

01 How it works

IBM Plex Mono

Section labels, rails and small notes. Never figures.

Regular 400

11.5px, uppercase, +10% tracking.

Hero

Bricolage 800 · 96–172px · −4%

Section heading

Bricolage 800 · 38–104px · −3.8%

Statement

Bricolage 800 · 32–76px · −3.5%

Sub-heading

Bricolage 600 · 19–30px · −2%

Lede

Instrument 400 · 17–22px · 1.45

Body

Instrument 400 · 17px · 1.6

Figure

Instrument 600 · tabular · −2%

Label

Plex Mono 400 · 11.5px · caps +10%

05 Space and shape

Six steps of space, and two corners.

Every gap comes from one scale of six values. There is no seventh — if a layout seems to need one, the layout is wrong.

--spacing-18px
--spacing-216px
--spacing-324px
--spacing-440px
--spacing-564px
--spacing-696px

Square

Anything drawn or documented: fields, tables, cards, images.

--radius-none

Pill

Buttons and status chips, and nothing else.

--radius-pill

The rule

Draw rules, not boxes.

Separate content with a line and space before reaching for a border or a background. A box is for something you interact with.

06 Components

The pieces every page is built from.

These are the live components from the site, not pictures of them.

Buttons

One primary per view. Pill shaped, 44px tall.

Status

livein betanot yetneutral

Mono caps inside a pill, with a dot in the same colour. Only live pulses; the others hold still, because a pulse on “not yet” would imply something is happening.

Section label

04 You pick the split

Number in cobalt, words in ink 50, above a hairline.

Figure

$90,000

Instrument Sans 600 with tabular numerals. Never mono.

07 The dot

One dot, two jobs.

It says something is open now, or it tags a status. Same element, same build. Only the first job moves.

PulsingOpen now.On Join, on each page’s main button and on a live status. The ping runs.
in betanot yet
StillA status.In beta, in build, signing, not yet. The core and the glow, and no ping.

Anatomy

Core
7px · 6px in a pill

A solid circle in the dot colour.

Glow
6px blur · 55%

A soft blur of the same colour around the core. In a pill it softens to 4px at 45%.

Ping
340% · 2s

A copy of the core that grows and fades, then waits.

Gap to the word
10px · 7px in a pill

Colour

On a light button
#0E6B4E

--color-signal-deep · 5.0:1 on light

On a dark button
#6FCB9F

--color-signal-light · 8.4:1 on dark

In a status pill
its status

In a status pill, the dot takes the pill’s own status colour.

  • Pulse only what is actually live or open.
  • Never on every button, and never as a bullet point.
  • Always beside a word that says the same thing. The dot is never the only signal.
  • With reduced motion, keep the dot and stop the ping.

For developers

Plain CSS with hex values, so it works outside this codebase.

CSS
.live-dot {
  position: relative;
  display: inline-block;
  width: 7px;
  height: 7px;
  border-radius: 50%;
  background: #0E6B4E;
  box-shadow: 0 0 6px 1px rgb(14 107 78 / .55);
}
.live-dot::after {
  content: '';
  position: absolute;
  inset: 0;
  border-radius: inherit;
  background: inherit;
  animation: live-ping 2s cubic-bezier(0, 0, 0.2, 1) infinite;
}
@keyframes live-ping {
  0% { transform: scale(1); opacity: .6; }
  75%, 100% { transform: scale(3.4); opacity: 0; }
}
/* On a dark ground, use #6FCB9F. */
@media (prefers-reduced-motion: reduce) {
  .live-dot::after { animation: none; opacity: 0; }
}

For designers

The same motion for Figma, After Effects or a video export.

Core layer
7px circle

Dot colour, 100% opacity.

Glow
6px blur

Drop shadow, no offset, 1px spread, dot colour at 55%.

Ping at 0s
100% · 60%

A duplicate of the core, above it.

Ping at 1.5s
340% · 0%

Ease out. Then hold, invisible, until 2s.

Loop
every 2s

Seamless. Nothing on the core moves.

08 Voice

Say it the way a person would.

Plain words, short paragraphs, and never a promise we cannot keep.

Plain words

SayYou should not have to take our word for the numbers.

NotNobody should be the only party able to check its own arithmetic.

Answer the headline

SayYour rent is making someone else rich. So we built the alternative.

NotYour rent is making someone else rich. The money you pay ends up elsewhere.

No promises of return

SayThe rent you already pay builds equity toward a home of your own.

NotClear makes you rich.

Say what an acronym means

SayThe ELPA is the Equity-Lease Participation Agreement.

NotSign your ELPA at 15,000 credits.

Paragraphs

Three to four lines on a phone. Longer does not get read.

Openings

Do not repeat the heading in the first sentence below it.

Punctuation

No em-dash asides in the middle of a sentence.

Names

Clear is the co-op. ClearPath is the housing programme. It is the Clear protocol.

Never

Call Clear a bank, publish a yield or rate, or say deposits are insured.

Illustrations

Label an example figure right beside it, not in a footnote.

Place

Inland Empire, California.

09 Social and print

The same system, off the screen.

Lead with one statement in Bricolage, support it with one line in Instrument, and let paper and ink do the rest.

Social sizes

Feed, square
1080 × 1080
Feed, portrait
1080 × 1350
Story and reel
1080 × 1920
Link preview
1200 × 630
X header
1500 × 500
  • Keep a margin of 8% of the short edge on every side.
  • On stories, keep text out of the top and bottom 14% — the app covers it.
  • Body text no smaller than 28px on a 1080px canvas.
  • One statement per graphic. If it needs a paragraph, it is a post, not an image.

Print

Bleed
3mm
Safe margin
5mm
Smallest body
9pt
Colour
CMYK, proofed
  • Paper is a printed ground, not a stock colour. Flood it, or choose an uncoated stock close to it — bright white will not match.
  • Use the outline mark from 15mm wide and the solid mark below that.
  • Convert with the CMYK values here as a starting point, then check a proof before a full run.

10 Downloads

Files, ready to use.

Vector for anything that scales, PNG for anywhere a file upload is all you get.