Seagrass Brand guidelines - brand identity, guideline and assets.

Seagrass is a climate finance company, helping governments deliver their NDC commitments and buyers to source carbon credits, whilst delivering capital to high-integrity climate projects.

We’re supporting clients across the voluntary and compliance markets, with holistic solutions that cover the entire carbon lifecycle:

a) Carbon Strategy

b) Carbon Financing

c) Carbon Trading

We're a wholly-owned subsidiary of E.ON SE, one of Europe's largest energy and grid providers.

Brand Values

Every decision we make should be driven by our values. They guide how we act, respond and show up every day.

Brand Positioning

WHAT WE DO

Seagrass is a climate finance company, with a mission to help restore our planet.

FOR WHO

HOW WE DO IT

WHY

We source high-integrity credits for buyers and deliver capital to climate projects working with project developers and investors. We also partner with governments to deliver carbon governance structures, infrastructure and market development, helping them to reach their NDCs.

We provide three key services – Carbon Strategy, Carbon Financing and Carbon Trading – with a single goal: sourcing high-integrity credits for buyers to deliver scale and capital to climate projects that reduce, remove or avoid emissions.

We aim to unlock the potential of carbon finance to deliver the transition to net zero and a more sustainable future.

Brand Rationale

Seagrass — a plant that plays a huge role in tackling climate change. A plant that captures carbon faster than tropical rainforests. A plant that provides the marine ecosystem vital security and support. And Seagrass isn’t singular, it’s a collective term that represents a complex network, with innumerable symbiotic elements.

Like our namesake, we facilitate trusted, tailored and fair carbon trades and investments. We will work collaboratively with our users and our colleagues towards achieving our mission - to help restore our planet.

But, we also understand it’s not always that easy. We’re here to help our customers turn a challenge into a chance, tackle big things simply, collaborate to overcome uncertainty and to equip them with the knowledge to make impactful decisions.

Because at the end of the day: You don’t have to save the world*

*But you can help.

02 How we sound

Whether you’re sending an email, creating a campaign

or writing a social media post — our brand voice should shine through.

Use this guide to make sure we maintain a consistent voice.

Our Personality

THE PRAGMATIC VISIONARY

OUR TRAITS

Our Voice

Our tone is how we say what we say. It can be dialled up or down depending on who we’re talking to, but should always be used as a base to help our personality shine through and help our users recognise us.

Our Verbal Mark

Our brand mark is the circled asterisk which helps us present ourselves as provocative, confident and clear. It also helps us bring our brand strategy to life - see example below.

You don’t have to save the world*

*But you can help.

03 How we look

Remember to keep it stripped back, and let the message do the talking. The clarity and simplicity should be visually obvious for the brand strategy and brand mark to shine through.

Our Logo

Our logo is our most valuable element. It highlights our brand strategy and represents our mission. The different spokes speak to the different people and partners behind out company.

LOGOs

Logo Overview

Logo Colours

Our logo is only to be used in black or white. As a general note, try not to place the logo on busy backgrounds. If the background is dark make sure to use the white logo and if the background is light make sure to use the black logo.

Sizing

Our primary logo has been designed to work at huge sizes, this means that we can scale it up as much as we need. If you’re looking to go smaller than 300px please consider using the secondary logo. However, if you’re looking to go smaller than 150px please use the brand mark on its own.

Clearspace

To ensure visibility, the logo should have a surrounding clearspace, free from text or other graphic elements. In our case, the clear space is 1x the asterisks.

Logo Dont's

Strategic Co-branding

How to present Seagrass in combination

with other brands.

01. Seagrass x Masterbrand

02. Seagrass x Tech Enabler

03. Seagrass x Startegic Partners

01.

Seagrass x Masterbrand

Priming branding

To highlight SEAGRASS a masterbrand we will use the primary logo - asterisks with SEAGRASS text.

02.

Seagrass x Subbrand

To ensure a clear hierarchy of relationships, we will have subbrands linked to our masterbrand. These allow us to build brand equality through our portfolio. eg Seagrass World Carbon Map

03.

Seagrass x Strategic Partners

To convey partnership structures and responsibilities across SEAGRASS engagement, we will present logos at the same level using the asterisk spacing size with a simple line to separate the two logos. SEAGRASS should be presented first.

Our Colours

Our main colours are a combination of punchy and neutral

greens mixed with black, white and cream. The punchy green,

which is our hero colour, is used minimally just to highlight

a specific element or message.

How to Use Colours

When applying the colours to a visual, try to maintain a bright background, with the correct colour percentage

White 50%

Cream 30%

Seagras Green 10%

Orca Black 10%

Colour Pairings

Our Icons

Our icons follow the same look and feel as our brand mark.

You can choose to use the outlined or filled versions

depending on how busy or clear the background is.

ICONS

Outlined Icons

These icons are to be used as decorative tools, for print and social media purposes.

Filled Icons

These icons can be used across different digital mediums from social media to the product itself.

UI Icons

This set of icons is the main one for the digital product, these icons will be available within the UI system tool kit which you can find in the templates section below.

FavIcon

This icon is to be used for the address bar of the browser so that customers can easily recognize and find us in between their multiple opened tabs.

Our Photography

Our brand will come to life through the use of photography that combines aerial views of nature with the humans behind the platform.

PHOTOGRAPHY

Nature Photography

These images are used to speak to our core mission – the planet. The abstract images bring a sense of power and ambition, and each image contains an element of water to talk to our brand name.

How to use nature photography

Our hero photo - used on the majority of our assets.

Other images can be used as backgrounds for texts, or graphs, as well as dividers within presentations.

Demand Side Photography

When targeting the buyers we always use images with a low angle perspective, where the character is looking to the right side. These images should always be placed from the left side of any layout.

In our selection we try to showcase an inclusive group that resonates with our target audience.

Supply Side Photography

When targeting the sellers we always use images with a low angle perspective, where the character is looking to the left side. These images should always be placed from the right side of any layout.

In our selection we focus on showcasing the different types of sellers available on the platform.

How to pair supply and demad images

Throughout our communication, we might need to showcase the two sides of the exchange working together. Therefore we choosing images from the supply and demand please make sure to pick photos with complimentary hues and relative perspectives.

How to Crop

When cropping images try to keep the following points in mind:

- Center the subject

- Leave breathing room around the face

- Use a 4:5 or 1:1 or 16:9 ratio

Our Typography

We use Helvetica Now Display as our typeface. Its simplicity and clarity make it a good font to be used on print and digital.

FONT

Font

Helvetica Now Display is based on the classic and minimalist font Helvetica. A classic typeface bought into modern day, to evoke trust and familiarity. A font that is designed for the digital era creating more freedom in the design.