All new.
All different.


The STEMpump Brand.


Designed with a focus on accessibility, fluidity, and simplicity.


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Media Kit Brand Assets

"A brand is much more than a logo."


- Marty Neumeier



About the brand

From the beginning, we've always thought about brand. How do we deliver a modern platform designed for students, made by students. At the core of the brand are three main features: accessibility, fluidity, and simplicity.



We went through tens of iterations, in order to create something easy to use and easy to learn from. STEMpump is the next step in the evolution of digital teaching, and our brand represents that. With Color, Typography, and Content, we strive to make STEMpump a place for all, and it starts with the brand.



Brand Guidelines

Usage

When using branding regarding STEMpump or its services, here are the guidelines to follow.

Full logo on white

We prefer that you use the full gradient scheme logo on a white background.

Dark/Light Schemes

If you cannot use the full logo, we provide both a dark and light scheme for the logo.

Learn on STEMpump

When sharing your STEMpump course on other websites and media, use the "Learn on STEMpump" phrasing.

Incorrect Usage

Never do the following for STEMpump or its services.

Hierarchy

Do not a version of the logo that puts both the logo and typography on a different level.

Color

Do not use any other colors than our main gradient scheme and our dark/light color schemes.

Direction

Do not alter any of the directions of the logo and/or wordmark.

Elements

Never have just the wordmark by itself without the logo or vice versa.

Type

Don't use custom type when displaying the STEMpump logo and/or wordmark, only the provided assets.

Sizing

Do not change the shaping of the logo and/or wordmark.


"I prefer living in color."


- David Hockney



Color Palette

When we redefined STEMpump, we also redefined our color palette for STEMpump. With a foundation based on our original gradient, we created complementing colors, which can be seen platform wide. These colors appear in complementary gradients, along with their solid forms.

#000

Black

#1e1e1e

Dark Gray

#66717E

Graphite

#F5F5F5

Chalk

#FFF

White

#EF233C

Red

#FF5376

Pink

#FF9505

Orange

#FEE440

Yellow

#3DF797

Green1

#2FCCB1

Green2

#21A0CB

Aqua

#1275E5

Blue1

#0449FF

Blue2

#9B5DE5

Purple

#7765E3

Violet


"Type is branding."


- Elizabeth Carrey Smith



Typography

Just like color, we expanded our type to new paragraph and monospace fonts. With Urbane as our original font, it has now transitioned to heading text. DM Sans is for paragraph text, with it's monospace counterpart, DM Mono, for code seen across the site.

Urbane

The quick fox jumped over the lazy dog.

DM Sans

The quick fox jumped over the lazy dog.

DM Mono

The quick fox jumped over the lazy dog.



Last updated: 8/12/2020

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