Contents
1.0
Strategy
1.1
Opportunity
We understand the new role of learning in people’s lives, and are gearing up to build a tailored learning ecosystem that solves the problems today's learners face. People will finally have a place where they can take notes, share, practice, get unstuck, and learn from each other's materials and insights. Goodnotes is leaning into the joyful and social side of learning and its role in fueling change – for individuals and society at large.
1.2
Name
(Name Attributes)
At the heart of our brand is a powerful theme, rooted in the very meaning of our name. We leverage this meaning and the themes that underpin it to define our brand.
Good
01. Useful
02. Improved
03. Enjoyment
04. Quality
Notes
05. Records
06. Ideas
07. Thoughts
08. Your Mark
1.3
Culture
Our Vision
We dream of a world where human potential is unstoppable
and set free through knowledge.
Our Why
Our purpose is to feed minds so that lives, communities, and
societies are changed for the better.
Who We Are
We are a team of learning enthusiasts and technologists who are
passionate about activating the next generation of great thinkers.
What We Do
Our digital paper and learning ecosystem inspire anyone to take notes,
share what they know, collaborate with others, and learn as a community.
How We Do It
We use proven science and human-centered research to erase
obstacles, build tailored tools, and craft experiences that strengthen
every person's learning journey.
1.4
Audience
The Hungry Mind
Hungry Minds exist at any age and in every community. They can be hungry for any topic, at any level. And they deserve to be fed.
These are curious minds, with sometimes undiscovered potential to learn and apply that learning in the world. They want to grow. Deep down, they know there is more to find out, and to give. It’s not about being smart from the start, for them it’s about putting their energy into gathering and exploring. They are looking for the most effective ways to manage and process information, to turn it into knowledge.
They strive for confidence and need a way to organize all that they observe, whether that’s in class, from others, or out in the world. While they have the potential, there's a voice in the back of their head whispering to them that there’s not enough time, they don’t have the right materials, it’s too confusing, or even that they have no idea where to start.
They may have tried and failed in the past. They want to try again and appreciate a place where they can try out new things and even get feedback on how to learn better.
Given the opportunity, they may even look to take it one step further and share their ideas with others.
What They Want
01. Ease
A tool that’s natural and intuitive to all types of learners. That turns to learn into joy. That simplifies the learning experience, so they can focus on content and ideas.
03. Flexibility
An environment that can be tailored and personalized to their needs and learning style. Where they find and use the methods that work best for them.
02. Belonging
To feel welcomed. To have a safe space to learn and fail. To find friends and share the journey; to challenge and inspire each other, to hold each other accountable, and have fun.
04. Impact
To realize their potential. To feel that they are on a journey and have a purpose. To feel they can make a contribution in the world.
1.5
Brand
Archetype
Our archetype is used as a symbolic tool to make who we are better understood, internally and externally.
The Sage
Thinker, Guide, Mentor
Goal
To use intelligence to understand the world
Motivations
Independence and fulfillment
Stengths
Objective, diligent, detail-oriented, and zealous
Gift
Wisdom
As a Sage, we:
· Cherish knowledge and learning
· Believe that thinking defines the human experience
· Cultivate wisdom
· Illuminate connections
· Embrace clarity of thought
· Seek understanding and share that with others
At our core, we celebrate and promote learning and make it open to everyone. Our platform is a vessel for the curious, a place for hungry minds to come together, learn from each other, and enrich each other. This is what the Sage archetype is all about, creating a world bursting with knowledge. As the Sage, we champion a "student for life" mentality. We encourage people to expand their thinking and absorb, create, and share new ideas. We radiate the Sage so much that we bring others into the fold. People who gravitate towards learning and knowledge, gravitate towards Goodnotes. The joy of learning draws them in, whatever their background.
1.6
Idea Worth
Rallying Around®
Feed
Your
Mind
Nourish, nurture, fuel, spark; the beginning of something great. To supply with materials, power, or other things necessary for operation and optimization.
Centered on "you" the learner, tailored to their needs; focused on personal growth and advancement of all.
The element of a person that enables them to be aware of the world and their experiences, to think, and to feel; the faculty of consciousness and thought.
"Feed Your Mind" is our Idea Worth Rallying Around® — the simplest, most compelling idea at the center of our brand. Intrinsically tied to our purpose and vision. This is the flag we carry.
We nourish learners and fuel them to achieve by making learning easier and more intuitive.
For our users, learning is a mindset and a way of life, it’s ‘always on’. We do everything we can to fit seamlessly into their lives, to support their natural curiosity and unstoppable hunger for knowledge. We take away the barriers, whether that’s fear, isolation, complexity or judgment, to enable anyone to learn and love learning.
"Feed Your Mind" is both motivating and memorable—something to live by, take to the world, and guide our company.
Why It Works
Inspirational
Takes us into more emotional territory.
Encouraging
Acts as an invitation to open up learning to anyone.
Archetypal
Delivers on Sage’s core belief: knowledge will set you free.
Learner-centered
Champions positive experiences and exceptional UX.
Meaningful
Compact enough to remember but bigger than any of its parts.
Expansive
A celebration of learning, not just about notes.
1.7
Manifesto
A brand manifesto is like a statement of intent. If "feed your mind" is the the simplest, most compelling idea at the center of our brand, then consider this the long version.
They say knowledge is power.
It sets you free.
And that's true, when you unlock it.
But most people's learning experiences fail them.
You can't learn in a vacuum.
You need a playground. To feed your hungry mind.
To organize your thinking.
To support you when you're stuck.
To find inspiration when you need it.
To access methods and tools that work.
For the way your brain works.
A safe place to grow and learn from each other.More intuitive. More tailored. More connected.
And a heck of a lot more fun.
Whatever your background or circumstances,
You have unstoppable potential.
A special purpose in the world. The role you were born for. Whatever that may be.
Feed your mind and make your mark.
1.8
Tone of Voice
The special makeup of our voice.
To request more information about our verbal guidelines, please contact Cam Cornwell at camilla@goodnotesapp.com
01. Curious
02. Empowering
03. Joyful
01. Curious
Our voice sparks interest and intrigue. We revel in knowledge and delight in details. We ask lots of questions, sometimes digging deep. We talk like an individual, with a smart, conspiratorial quirk.
We are: Inquisitive, Personal, Conversational
We are not: Judgmental, Rigid, Prescriptive
02. Empowering
It’s not about us, it’s about you. We’re driven by our mission to help people achieve and ultimately improve society. This is not about being lofty. We are grounded and authentic. We show we care about their journey and their potential, and we are here to make a difference.
We are: Purposeful, Activating, Nurturing
We are not: Stuffy, Intimidating, Overly serious
03. Joyful
We’re pretty great to be around. We bring a lightness of touch that makes everyone feel seen. We read the room and bring in just the right amount of upbeat energy when it fits.
We are: Celebratory, Upbeat, Optimistic
We are not: Juvenile, Annoyingly chatty, Overbearing
2.0
Visual
Identity
2.1
Wordmark
Our wordmark represents our business and the values that guide us. It’s vital that it's used with care and respect to ensure that all communications remain consistent, memorable, and remarkable.
Wordmark in Primary Palette
Hover your cursor over the image to reveal the alternative colorway.
2.2
Logomark
Our logomark is designed to stand alone without being attached to the wordmark in any way.
Like the wordmark, the logomark represents our brand and its values. It can be used in secondary applications in place of the wordmark. For example, if more subtle branding is required or in smaller applications.
Logomark Variants
There are two variants of the logomark depending on the colour it is placed on.
Please try to use the Primary logomark whenever possible, only using the secondary logomark when using logo on a white background to maintain legibility.
Primary logomark
Secondary logomark
(for use on white backgrounds only)
Logomark Crop Options
Logomark in Primary Palette
Logomark in Black and White
2.3
Combination
Mark
The Wordmark and Logomark can be used together to create the combination mark.
Combination Mark in Primary Palette
Hover your cursor over the image to reveal the alternative colorway.
Combination Mark in Secondary Palette
In campaign and advertising usage, we may employ the use of our secondary color palette within the wordmark and combination mark in order to create more consistent color palettes.
Please only ever use designated combinations, which can be found within the Combination Mark asset files.
2.4
Logo
Usage
Follow these dos and don'ts to maintain integrity of the logo in all applications.
Clear Space
The diagrams below illustrate roughly the minimum amount of space that should be allowed around the logotype, symbol and combination mark.
Wordmark
Space is equal to the size of the O in the wordmark. Hover your cursor over the wordmark to see spacing guidance.
Logomark
Space equal to the length of the middle blue line in the logomark. Hover your cursor over the symbol to see spacing guidance.
Combination Mark Spacing
Space equal to the length of the middle blue line in the logomark.
Hover your cursor over the combination mark to see spacing guidance.
Incorrect Logo Usage
Follow these tips to maintain the integrity of the logo in all applications.
2.5
Color
The chosen colors represent our brand and reflect our personality. Using our color palette consistently across all communications will build recognition for our brand by contributing to a unified look and feel.
Our Brand Color
Goodnotes Teal
Goodnotes Teal is our core brand color it displays, clarity of mind and calmness whilst
on the learning journey. It also hints to the brands constant innovation and technological
advances in digital note taking. It should appear in all our primary brand applications.
Primary Palette
Primary colors should be used in important brand moments to build recognition and association with our brand. Below are the exact values of each color. These should be followed at all times for consistency.
White
RGB: 255 255 255
CYMK: 0 0 0 0
#FFFFFF
GN Teal
RGB: 69 191 219
CYMK: 65 0 13 0
#45BFDB
Eraser
RGB: 230 229 228
CYMK: 12 9 10 0
#E6E5E4
Ink
RGB: 19 13 12
CYMK: 77 73 62 90
#130D0C
Navy
RGB: 31 35 62
CYMK: 96 87 43 53
#1F233E
Navy
RGB: 31 35 62
CYMK: 96 87 43 53
#1F233E
Primary Color
Type Combinations
Our palettes have been designed to be flexible and complementary, but not everything works together. When combining colors from the palette, stick to the suggested pairings on this page.
Teal : Ink
Navy : White
Eraser : Ink
White : Ink
Secondary Palette
Secondary colors can be applied with primary colors to support communications. Our secondary palette adds depth and variation to multiple communication touchpoints of the brand. Below are the exact values of each color which should be followed for consistency.
Kale
RGB: 34 89 86
CYMK: 83 40 56 38
#225956
Dry Grass
RGB: 203 217 129
CYMK: 27 2 61 0
#CBD981
Sky
RGB: 187 204 224
CYMK: 31 15 7 0
#BBCCE0
Merlot
RGB: 78 29 57
CYMK: 58 91 40 55
#4E1D39
Brick
RGB: 102 38 37
CYMK: 36 86 71 54
#662625
Lavender
RGB: 181 176 203
CYMK: 33 31 10 0
#B5B0CB
Ambrosia
RGB: 224 213 150
CYMK: 16 12 49 0
#E0D596
Secondary Color
Type Combinations
Our palettes have been designed to be flexible and complementary, but not everything works together. When combining colors from the secondary palette, stick to the suggested pairings on this page, with the strongest colors used sparingly.
All color combinations are shown pass AA for both normal and large text. However, these combinations do not apply to illustrations.
Brick: Ambrosia / White
Kale: Dry Grass / White
Dry Grass: Kale / White
Lavender: Merlot / Ink
Merlot: Sky / White
Sky: Kale / Ink
Ambrosia: Merlot / Ink
Graphic Element Color Application
When using color with our graphic assets, there are various ways to apply color. Here are three examples.
These are all colors from our full palette. Please stick to these combinations when applying the journey line and type.
Note: Never use yellow for typography when Sky or Goodnotes Teal is the base color.
Accent Colors
We use accent colors in low ratios to add color to things like graphs, infographics, tagging, labeling and anywhere we need to draw attention in smaller applications of color. We use the accent colors with our Goodnotes Teal to ensure brand consistency between different color applications.
Canary
RGB: 255 229 95
CYMK: 2 7 71 0
#FFE55F
Seafoam
RGB: 0 128 137
CYMK: 83 27 41 12
#008089
Apple
RGB: 0 181 119
CYMK: 75 0 67 0
#00B577
Red
RGB: 214 87 70
CYMK: 11 76 71 2
#D65746
Neutral Palette
The neutral palette provides a base for the primary and secondary palettes to be used within UI and wider brand application.
Graphite
RGB: 64 59 59
CYMK: 64 58 54 60
#403B3B
Gray Matter
RGB: 205 200 199
CYMK: 22 19 19 1
#CDC8C7
Shading
RGB: 172 166 165
CYMK: 34 30 29 8
#ACA6A5
Lined
RGB: 225 221 220
CYMK: 14 12 13 0
#E1DDDC
2.6
Typography
Typography is an essential component of our identity system. The consistent use of our selected typefaces throughout our printed and digital communications will help establish a cohesive visual style.
The main brand typeface is Roobert.
Roobert
Aa Bb Cc Dd Ee
Ff Gg Hh Ii Jj Kk
Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Languages Supported by Roobert
Substitute Typeface
The secondary brand typeface is Noto Sans. This is for use with languages not based on the Latin alphabet (e.g. the Cyrillic alphabet).
Noto Sans
Aa Bb Cc Dd
Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
А, Б, В, Г, Д, Е, Ё, Ж, З, И, Й, К, Л, М, Н, О, П, Р, С, Т, У, Ф, Х, Ц, Ч, Ш, Щ, Ъ, Ы, Ь, Э, Ю, Я
Type Setting
Headline
• Roobert SemiBold
• Optical Kerning
• -12 Tracking
• 104% Leading
Sub Headline
• Roobert Medium
• Optical Kerning
• -10 Tracking
• 110% Leading
Body
• Roobert Regular
• Optical Kerning
• -4 Tracking
• 130% Leading
CTA
• Roobert Medium
• Optical Kerning
• 0 Tracking
• Should never be more
than a single line of text
2.7
Illustration
Our graphic elements are drawn from either our thick "journey line" or our sketch-style "illustrations". Various examples are show here in two different line styles.
Note: You can create illustrations by hand or in Procreate but please create them in illustrator using our scatter brush as your final step to make sure the line style remains consistent across our brand.
Note: If you'd rather not create these for your artwork manually, you can download some pre-made journey lines here.
2.8
Grid
Layouts
The below templates have been created to ensure a consistent layout of type across collateral items; print and digital.
Portrait
Landscape
Square (Social)
2.9 Photography
Our photography should represent our brand’s essence. It's important to consistently show core ideas in these buckets across all images either pulled from online stocks or created from staged photoshoots.
Bucket 1
Function
In the Function Bucket, we hero the user and the product's function. We always use neutral backgrounds to reflect the functional modernity in the Goodnotes office environment.
Bucket 2
Sharing
In the Sharing Bucket, we hero the sharing and collaboration made possible by Goodnotes and our community members.
2.10
User Generated
Content
The Goodnotes community members generate content for brand collateral, e.g. the social media feed. The following are examples of how we can use said User Generated Content in a social media context.
Controlled UGC
Here is an example of UGC that has been processed to fit within our visual language. It includes screenshots of user-supplied artwork that have been controlled using mockups and selected images.
Real UGC
The following is an example of images taken from the community of Goodnotes in use. These images are then intertwined with brand elements, such as illustrations and/or brand colors.
UGC On Social Media
The following is an example of how user-generated content is used within the Goodnotes social media feed, alongside other branded collateral.
For inquiries regarding the Goodnotes identity,
please contact:
Cam Cornwell
camilla@goodnotesapp.com
