# CLAIR Brand Guidelines — Influencer Summary
**Version:** 1.0 | **Date:** March 2026
This document provides the essential brand rules for anyone creating content about or featuring CLAIR. Full brand guidelines are available upon request.
---
## Logo Usage
### Available Formats
| Logo | File | Use Case |
|------|------|----------|
| **C Mark** | `clair-mark.svg` / `clair-mark.png` | App icon, social avatars, small placements |
| **Wordmark** | `clair-wordmark.svg` / `clair-wordmark.png` | Editorial, text-heavy layouts |
| **Horizontal Lockup** | `clair-horizontal-lockup.svg` | Preferred for video, banners, headers |
| **Horizontal Lockup (Light bg)** | `clair-full-light-lockup-horizontal.png` | Light background placements |
| **Horizontal Lockup (Dark bg)** | `clair-full-dark-lockup-horizontal.png` | Dark background placements |
| **Vertical Lockup** | `clair-vertical-lockup.svg` | Square formats, social tiles |
### Logo Rules
- **Minimum clear space:** Height of the "C" mark on all sides
- **Minimum size:** 24px height for digital, 0.5" for print
- **Do not** rotate, stretch, recolor, add effects, or place on busy backgrounds
- **Do not** recreate the wordmark in a different font — always use the provided logo files
- **On dark backgrounds:** Use the dark lockup variant (`clair-full-dark-lockup-horizontal.png`)
- **On light backgrounds:** Use the light lockup variant (`clair-full-light-lockup-horizontal.png`)
---
## Color Palette
### Primary Colors
| Color | Hex | Name | Usage |
|-------|-----|------|-------|
|  | `#4DDCFF` | **Clinical Blue** | Primary accent — CTAs, highlights, progress indicators |
|  | `#E6DACD` | **Latte** | Warm background, secondary surfaces |
|  | `#291E18` | **Obsidian** | Primary text, dark UI elements |
|  | `#F5EFE8` | **Cream** | App background, light surfaces |
### Supporting Colors
| Color | Hex | Name | Usage |
|-------|-----|------|-------|
|  | `#FDE8E4` | **Blush** | Logo mark accent, soft highlights |
|  | `#22C55E` | **Success Green** | Verified states, positive indicators |
|  | `#EF4444` | **Alert Red** | Red flags, warnings |
|  | `#F59E0B` | **Amber** | Caution, medium-priority signals |
### Color Rules
- Clinical Blue (`#4DDCFF`) is the signature accent — use it for emphasis, never as a background fill
- Pair Latte (`#E6DACD`) with Cream (`#F5EFE8`) for warm, approachable compositions
- Obsidian (`#291E18`) replaces pure black — never use `#000000`
- Maintain contrast ratios of 4.5:1 minimum for text readability
---
## Domain Branding
When displaying the domain `askclair.io`:
| Element | Color |
|---------|-------|
| "ask" | White (`#FFFFFF`) on dark, Obsidian (`#291E18`) on light |
| "clair" | Blush (`#FDE8E4`) |
| ".io" | Matches "ask" |
---
## Terminology
### Always Use
| Term | Context |
|------|---------|
| Early Access | The current launch phase |
| Early Access member | Someone with access to CLAIR |
| Dating intelligence companion | What CLAIR is |
| Intelligence | What CLAIR provides |
| Dossier | The output CLAIR generates |
| askclair.io | The domain (always lowercase) |
| Companion | CLAIR's relationship to dating apps |
| Informed, empowered, protected | How CLAIR makes users feel |
### Never Use
| Term | Why |
|------|-----|
| Beta, beta test, beta user | CLAIR is in Early Access, not beta |
| Dating app | CLAIR is not a dating app |
| Surveillance, stalking, spying | CLAIR is intelligence, not surveillance |
| Background check, report | CLAIR produces dossiers, not reports |
| Owns the game, weapon, unfair advantage | Adversarial language contradicts brand values |
| Free trial, freemium | CLAIR has no free tier |
| clair.app, clair.com | The domain is askclair.io |
---
## Tone of Voice
| Attribute | Description | Example |
|-----------|-------------|---------|
| **Intelligent** | Confident, data-informed, precise | "Trained on data from 127,000+ long-term couples." |
| **Warm** | Approachable, human, never clinical | "Know who you're meeting before you invest a single hour." |
| **Exclusive** | Premium, curated, invitation-only | "100 invitations. Your city. This week." |
| **Empowering** | Agency, protection, informed decisions | "Date with intelligence, not anxiety." |
### Tone Don'ts
- Never condescending about dating struggles
- Never judgmental about app-based dating
- Never fear-mongering (even when discussing safety)
- Never sarcastic or dismissive about competitors
- Never use "AI" as a buzzword — CLAIR is intelligence, not an "AI tool"
---
## Hashtags
### Primary (Use on Every Post)
```
#AskClair
#DatingDecoded
```
### Secondary (Use 2–3 Per Post)
```
#DatingIntelligence
#EarlyAccess
#CLAIR
```
### Campaign-Specific
```
#KnowBeforeYouGo
#DateWithIntelligence
#CLAIRDossier
```
### Hashtag Rules
- Always include `#AskClair` and `#DatingDecoded` on every piece of content
- Never create custom CLAIR hashtags without approval
- Do not use generic dating hashtags (#dating, #single, #love) — they dilute positioning
- Capitalization matters: `#AskClair` not `#askclair`
---
## Content Approval
- Product screenshots from the CLAIR app may be shared freely
- Logo usage must follow the rules above — no modifications
- Pricing ($99/month, 50% lifetime discount) may be mentioned accurately
- Do not share internal metrics, user counts, or revenue figures
- Tag `@askclair` on Instagram and TikTok for amplification
**Questions?** Contact partners@askclair.io