Welcome to the iHire Brand Guide!

This is your friendly resource for all things brand, voice, and design elements. Here at iHire, we celebrate our brand to its core. Why? Because it's who we are, what we believe, and how we roll. Working with a contractor or agency? Our Brand Guide serves as the perfect crash course for all things iHire brand. Feel free to share with outside parties.

Vision Statement

Our vision statement is an aspirational description of what we would like to achieve in the future. It serves as a clear guide for choosing current and future courses of action.

To be the most effective industry-focused, candidate-centric recruitment solution available.

Mission Statement

Our mission statement is a concise explanation of the reason iHire is in business. It describes our purpose and overall intention. Our mission statement supports iHire's vision and serves to communicate purpose and direction to employees, customers, vendors and other stakeholders.

By combining technology with a commitment to service, iHire connects career-minded candidates with opportunities in their chosen industry.

Elevator Pitch

An elevator pitch is a brief, persuasive speech that any associate can use to spark interest in what iHire does. A good elevator pitch should last no longer than a short elevator ride of 20 to 30 seconds, hence the name. They should be interesting, memorable, and succinct.

iHire is a platform that brings career-minded candidates and employers together across 56 talent communities.

Because of our cutting-edge technology and industry focus, we are able to connect our unique pool of qualified talent with the right opportunities faster and easier than a general board.

Core Values

iHire is the top career-oriented platform powering over 50 talent-rich communities across select industries. Since 1999, we've invested in the candidate experience and provided the tools and resources they need to advance their careers. For employers, we offer innovative recruiting solutions that help companies of all sizes reach highly qualified, engaged talent that simply can't be found anywhere else.

Our industry focus makes us different. Our passion for people and recruitment technology makes us better.

Growth Focused


We are focused upon continuous improvement -- of ourselves and the processes for which we are accountable. We expand our expertise through learning and apply those learnings to our roles.

Transparent


We are open, honest, and proactive in communication of our activities, goals, and intentions to each other, our customers and other stakeholders.

Collaborative


We are active and connected members of the company and our teams, working together to achieve common goals. Face-to-face when possible, we contribute, listen, process, learn, create, and share information to advance each initiative and achieve success.

Accountable


We do what we say we will do and proactively communicate if a commitment cannot be met, along with a plan for how and when we will resolve the situation.

Innovative


We identify new ideas for processes or products that will lead to positive changes and take the initiative to implement the changes.

Committed


We give our best effort at all times for the success of our company. We take initiative and do not settle for mediocrity.

Optimistic


We look at challenges from all angles with an emphasis on the possibilities. We propose solutions when identifying problems and actively work toward them with confidence they will be achieved.

Typography

Typography can be seen as the foundation of memorable interface design. It’s stylistic importance cannot be stressed enough as it becomes crystallized as an integral part of our logo, brand, and ultimate identity.

Web - Desktop (Open Sans)

Our company uses Open Sans for the desktop version of our website.

Open Sans is a sans-serif typeface designed by Steve Matteson and commissioned by Google. According to Google, it was developed with an "upright stress, open forms and a neutral, yet friendly appearance" and is "optimized for legibility across print, web, and mobile interfaces."

Bold
Aa

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 ",.:;?!$&*"
The quick brown fox jumps over the lazy dog.

Aa

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 ",.:;?!$&*"
The quick brown fox jumps over the lazy dog.

Normal
Aa

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 ",.:;?!$&*"
The quick brown fox jumps over the lazy dog.

Aa

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 ",.:;?!$&*"
The quick brown fox jumps over the lazy dog.


Web - Mobile (Roboto)

Our company uses Roboto for the mobile version of our website.

Roboto is a neo-grotesque sans-serif typeface family developed by Google as the system font for its mobile operating system Android. Google describes the font as "modern, yet approachable" and "emotional".

Bold
Aa

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 ",.:;?!$&*"
The quick brown fox jumps over the lazy dog.

Aa

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 ",.:;?!$&*"
The quick brown fox jumps over the lazy dog.

Normal
Aa

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 ",.:;?!$&*"
The quick brown fox jumps over the lazy dog.

Aa

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 ",.:;?!$&*"
The quick brown fox jumps over the lazy dog.


Print / Templates (Segoe UI)

Our company uses Segoe UI for all marketing print materials and templates.

Segoe UI is a sans-serif typeface used in Microsoft products for user interface text, as well as for some online user assistance material, designed to improve the consistency in how users see all text across all languages.

Bold
Aa

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 ",.:;?!$&*"
The quick brown fox jumps over the lazy dog.

Aa

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 ",.:;?!$&*"
The quick brown fox jumps over the lazy dog.

Normal
Aa

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 ",.:;?!$&*"
The quick brown fox jumps over the lazy dog.

Aa

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 ",.:;?!$&*"
The quick brown fox jumps over the lazy dog.

Iconography

Icons are visual representations iHire's products, services, features and actions. They should be used to quickly communicate information to customers and help them navigate our site.

Employer Navigation Icons


Home / Dashboard

Manage Jobs

Search Resumes

Resources

Products

Account

Organization / Company

Team Members

Job Applicants

Shopping Cart

Candidate Navigation Icons


Home / Dashboard

Search Jobs

Job Tracker

Job Preferences

Resumes

Resume Writing Services

Resources

Product Icons


Job Posting

Resume Search

Nationwide Job

Featured Job

Action Icons


Edit

Add

Close / Remove

Delete

Dropdown / Expand

Dropup / Collapse

Carousel Left

Carousel Right

Toggle Menu

Save or Rate when multiple

Discard

Calendar

Copy

Indicator Icons


Location

Company

Phone Number

Email Address

URL Address

Utility Icons


Print

Download

Email

Help / Info

Color

Whether designing for web, mobile, or slide decks, our color palettes allow you to expand on the iHire brand. This helps our audiences recognize us in a quick glance.

Primary Colors

Blue

#006cb6

RGB(0,108,182)

CMYK(90,56,0,0)

PMS 2945 C

Dark Gray

#4a4a4a

RGB(74,74,74)

CMYK(66,59,57,39)

PMS 446 C

Light Gray

#f5f5f5

RGB(245,245,245)

CMYK(3,2,2,0)

PMS 663 C

White

#ffffff

RGB(255,255,255)

CMYK(0,0,0,0)

 


Accent Colors

Purple

#363c74

RGB(54,60,116)

CMYK(92,87,26,12)

PMS 7679 C

Orange

#ff9000

RGB(255,144,0)

CMYK(0,52,100,0)

PMS 1585 C

Light Blue

#33aafc

RGB(51,170,252)

CMYK(64,22,0,0)

PMS 279 C

Green

#5bb75b

RGB(91,183,91)

CMYK(67,2,87,0)

PMS 360 C

Imagery

Photos and illustrations add depth to the content and are very useful in conveying meaning. They are also attractive to the eye and are easy to scan, breaking up the page in an interesting way.

Photos

Images should be industry focused on Industry-focused sites and skew generally professional on iHire.com

  • People are not required, and in some cases discouraged.
  • Backgrounds that convey a sense of the niche site without being too posed or fake are ideal.
  • High quality, real-life photos are preferred.
  • When people are used, gender, ethnic, and age diversity is encouraged.
  • People should not be looking AT the camera whenever possible.

Illustrations

When appropriate for the layout and design, illustrations can be used.

  • They should be clean, line drawings. A modern, fun feel is preferred.
  • For social media, illustrations can be used as much as photos, especially to convey concepts. There is more leeway in image selection for social media, but it should still conform to general iHire branding guidelines.

Imagery Guidelines

Only use an image if it genuinely adds to the value of the content and messaging.
Do
Do Not
Use photographs that capture a moment in time and do not appear to be staged or fake.
Do
Do Not
Use photographs that show diversity (young, old, male, female, different ethnic backgrounds).
Do
Do Not
Images should be industry focused on Industry-focused sites and skew generally professional on iHire.com
Do
Do Not

Additional Examples from Artists We Like

Custom Badges

Use these badges in specific instances to indicate something special.

Premium

This badge is used to identify premium-member only content. Ideally both the icon and text are used, however the two pieces can be used independently if needed for space.

Minimum height: 20px


Choice Employer

Use this badge to mark whether or not a company has taken the Choice Employer pledge. Ideally both the icon and text are used, however the icon only can be used if needed for space.

Minumum height: 36px


New Products/Features

Call out new product features to customers by using this badge.

Minimum height: 24px


Most Popular

Enhance product options to customers by using this badge to indicate iHire's most popular items. This badge can be resized for best fit.


Job Types

For use in job listings to let candidate's know what type of job this is - e.g. sponsored, quick apply, or direct apply. On mobile, drop the icon and reverse the ribbon direction to best fit a smaller screen.


Beta

If Beta features are released on the site, identify them with this simple, yet eye-catching badge.


Locked/Unlocked

In areas of the user experience where items are locked or unlocked (i.e. resume views), use these icons.

Voice and Tone

Voice is the unique, distinct expression of our brand through words. It conveys the overarching personality of our brand through prose, ads, emails, - any content we produce.

Tone as the overall attitude of a piece of writing. Tone is how you use your voice in various situations. Adjust your tone according to who you are talking to and what you are talking about, but your voice remains the same.

Our Personality Is...

iHire strives to produce fresh, relevant, instructive, and appealing content. Here are a few notes on the overall voice and tone iHire would like to use to engage our users and site visitors. However, we are fully aware that the different channels we use to communicate with our users/potential customers would benefit by varied approaches, so while these guidelines apply across the board, more specific recommendations for each channel can be found below.

  • Friendly and accessible, but not overly casual or familiar
  • Informed – we need to convey that we are experts in the field of online hiring/employment (don't forget to watch the jargon!)
  • Funny – but never at the expense of others (avoid seeming caustic or overly snarky/sarcastic)

Career Advice & Employer Resource Articles, Infographics

We publish articles and infographics on iHire as a resource for our users to learn about different tips and strategies to improve their job searches/hiring practices. The purpose of these pieces of content is to inform the reader, so these resources will tend to be a bit drier than our marketing copy (although adding a bit of flair or personality is perfectly acceptable).

  • Readability is key! Shoot for a Flesch-Kincaid Grade Level of 6–10.
  • Avoid passive sentences – utilize active language as much as possible.
  • Articles should be less than 1,000 words – it's important that we keep the reader's attention, pass along advice/pointers, and get them to utilize our services or register as a member.
  • Infographics should be eye-catching and engaging with a short summary statement, colorful images, and succinct phrasing throughout the infographic.

On Site, Print & Direct Mail

Content for the site as well as print and direct mail collateral can be broken down into two categories: Employer and Candidate. However, the overarching strategy is the same for both – we make every effort to present iHire’s features and benefits in a way that will convince visitors to register with us and pay to use our services.

  • Straightforward and concise – space is at a premium; don’t use ten words when five will do.
  • Informative and helpful – not pushy or overly salesy.
  • A note on writing for the Help Center – The purpose of the Help Center is to quickly answer user questions in a manner that is easy to understand. This resource is meant to take pressure off our Customer Success team, and answers should utilize links, step-by-step directions, and (if necessary) visual aids to clearly communicate answers.
    • Regular reviews of Help Center comments/feedback will be conducted to ensure our customers are getting the most out of this resource.

Examples:

  • Straightforward/Concise (example from employer):

  • Informative/Helpful (example from candidate):

Email Marketing

Marketing via email is a key component of our business strategy and it is critical that we engage our audience with messaging that is enlightening, easy to read, speaks directly to the needs of our users/customers, and remains in full compliance with the CAN-SPAM Act.

  • Subject lines that tempt the reader to open our emails – no click bait!
    • Ex. (of what not to do) A Shocking Secret You Need to Know and Won’t Believe!
  • Content that convinces the reader to continue reviewing our messages.
  • Clear calls to action that elicit a desired response from the reader.

Examples:

  • Subject Lines (examples from candidate and employer):

    • "Hiring Alert for [FirstName]"

    • "Still Hiring?"

  • Content (example from employer):

    • “Let iHire help you reach your 2016 recruiting goals. We make hiring simple, quick, and cost effective. Reach X,XXX qualified professionals in your industry on ##lastlogin_industrydomain##, and we’ll also share your job posting with our partners, giving you exposure to active [Industry Name] job seekers on XXX, XXX, and XXX.”

  • Clear Calls to Action (example from candidate and employer):

    • “Browse Jobs,” “Go Premium,” etc.

Social Media

iHire’s presence on social media sites like Facebook, Instagram, Twitter, LinkedIn, and Pinterest provide another avenue for us to market to our users/potential customers and enable us to drive traffic to the site via organic and paid initiatives.

  • Respond to complaints in a straightforward fashion and move on – do not engage in back-and-forth arguments (if possible). Be sure to thank everyone for their “interest in iHire.” Don’t be confrontational and don’t feed the trolls.
  • Clever, positive, optimistic communications – our social media messaging needs to be upbeat (as exemplified by our Friday Inspiration posts).

Examples:

  • Positive, optimistic communications

Corporate Blog

In many ways, the Blog will serve as the least formal and most casual form of communicating with our users and potential customers. These posts will be short, straightforward, and concise. The Blog will have many contributors, each with their own voice/point of view, and will be updated once per week.

  • Interesting, helpful, and thought-provoking – engage the reader with posts covering topics that matter to them (job search help, employer advice, iHire news/culture tidbits).
  • Timely – the blog will cover interesting employment market and industry news.

Capitalization

At first glance, the rules of English capitalization seem simple. You probably know you should capitalize proper nouns and the first word of every sentence. But you also (sometimes) capitalize the first word of a quote. Usually you don’t capitalize after a colon, but there are exceptions. And what do you do when you're not sure whether something is a proper noun?

Book Titles

Always use title case (everything but articles, conjunctions, and prepositions should be capitalized) and must be written in italics.

Example: Alice in Wonderland

Department Names

Don't need to be capitalized.

Exception: We have chosen to capitalize Customer Success since it’s a non-traditional department name.

Headings and Subheadings

Use title case.

Example: 10 Things You Didn't Know about Capitalization and Grammar

Job Titles

Don't need to be capitalized unless referencing a specific person (although it's common in resume writing to capitalize job titles for additional emphasis/prominence).

Example: The managing editor said, "meet Jessie, the new Sports Editor."

Product Names

Product names should be capitalized to increase visibility, but we must use restraint and common sense. As an internal rule, we do not capitalize "member" or "membership."

Punctuation

Can you imagine a paragraph without any periods or commas? In truth, it would be almost unreadable. There are 14 punctuation marks in English grammar, and, at minimum, one of them has to appear in every sentence, never mind every paragraph, to make it easily understood.

The good news is, with 14 different punctuation marks to choose from, variety will remain the spice of life. Follow these basic punctuation rules and they will help you to write more clearly and effectively.

Apostrophes

Apostrophes are used to create a word's possessive form – not for pluralization of words (see what I did there?). The exception to this is the possessive form of “it,” which is “its.”

Commas

Use the serial (or Oxford) comma when creating lists, groups, and collections. Please note that no comma is needed before an ampersand.

Em Dashes

Em dashes are created by putting two hyphens together (without spaces)‐they're used to break up text or emphasize a point.

En Dashes

En dashes replace the word "to" when discussing a range of numbers like 1–10. Try to use "to" if it's in a sentence though.

Ellipses

Ellipses are used to signify omission... or hesitation.

Hyphens

Hyphenate two or more words when they come before a noun they modify and act as a single idea. This is called a compound adjective and it's a top-notch way to describe nouns.

Semicolons

Semicolons can be used to link two related independent clauses (complete sentences); you can also use semicolons to list items separated by a comma like Miami, FL; Frederick, MD; Los Angeles, CA; and Austin, TX.

Colons

Colons can be used to introduce an item or a series of items: one, two, three. They can also be used in place of a semicolon in certain circumstances (e.g. "he got what he deserved: he really earned that raise").

Words & Phrases to Avoid

There are a number of words and phrases that iHire as an organization has identified as problematic based on persona research, internal discussions, or direct conversations with customers. These words and phrases should be avoided because they could be misconstrued or they run the risk of being overly confusing and, in some cases, offensive.

Below is a list of such words/phrases that will be updated as new ones are identified.

  • Log in (use “sign in” instead)
  • Sign up (use “register” instead)
  • Job Title (use “career title” instead)
  • Résumé/CV (use “resume” instead)
  • Job Credit (use “job posting” instead)
  • Niche (use “industry-specific” or “industry-focused” instead)
  • Find (use “search” instead)
  • Scrape (use “curate” instead)
  • Midlevel Practitioner (use “advanced practitioner” or “advanced practice provider” instead and more specific titles like nurse practitioner or physician assistant where possible)

Numbers, Dates & Time

How do you express numbers in your writing? When do you use figures (digits) and when do you write out the number in words (letters)? That is, when do you write 9 and when do you write nine?

Numbers one through nine

Always written out, except when discussing percentages and hard data.

Numbers 10 and above

Always written as Arabic numerals.

Exception One: if you have a list of numbers that includes numbers under and above 10, make everything consistent: The table was stocked with 2 cakes, 10 pizzas, and 24 sodas.

Exception Two: if you have two sets of numbers above 10 in a row, spell out the first number: He led a project to build eleven 22-story buildings.

Ordinal numbers

Always written out (e.g. first, third, tenth, etc.)

Dates

Monday, Jun 28, 2016 (preferred) or 6/28/2016 (alternative)

Days of the Week

Monday–Friday (preferred) or Mon.–Fri. (alternative)

Time

9 am/9 pm or 9–10 am *Be sure to signify Eastern Time (ET)

Phone Numbers

(555) 123-4567 or 555-123-4567 (not 555.123.4567)

Web Components

Our website uses Bootstrap 3 as it's HTML, CSS, and JS framework. You can refer to their website for a complete list of their CSS, Components, and Javascript mark-up. Below you will find a list of the most common UI Elements and how they are rendered on our website.

Buttons

Primary
Success

Our important CTA color

Example uses:

  • Registration submissions
  • Purchase submissions
  • Landing page hero CTA
  • Actions we want to direct focus on
  • Postive actions (add, enable, start, etc.)
Default
Info
Warning

Our alternate important CTA color for dark backgrounds

Example uses:

  • Registration submissions
  • Purchase submissions
  • Actions we want to direct focus on
  • Landing page hero CTA
Danger

Our negative CTA color

Example uses:

  • Delete / Trash
  • Negative actions (remove, disable, end, etc.)

Indicators

Alerts

Labels

General Labels
Strengths & Interests
Cooking Food Preparation Recipe Development Food Handling
Trending Terms
Bartending Casual Dining Events Kitchen Management Knife Skills Sauce Making
New!
NEW!

Use when a term needs to be highlighted. Terms include skills, strengths, interests, custom tags, blog categories/tags.

  • Use class="label"
  • Override color with iHire Light Blue (#33aafc; class="bg-ihire-light-blue")
  • Trending terms will be iHire Green (#55b75b; class="bg-ihire-green")
  • A NEW! label will be iHire Orange (#ff9000; class="bg-ihire-orange")

Example uses:

  • Custom tags
  • Displaying skills
  • Displaying blog categories/tags
  • Inline highlighting of a new entry or applicant
Community / Primary Labels

Use anywhere to highlight an iHire Community or when an iHire Community is visually defined as "default" or "primary".

  • Use class="label"
  • Override color with iHire Purple (#363c74; class="bg-ihire-purple")

Example uses:

  • Within the Community Switcher dropdown
  • When displaying the industry within Resume Search or in Manage Jobs
  • When highlighting something as "Primary"
Counter Labels

Use when displaying number counters.

  • Use class="label"
  • Counters = 0 will be gray (label-default)
  • Counters > 1 will be iHire Orange (#ff9000)*
    *Exception: if counter is intended to display information but not draw attention (e.g. displaying the number of resumes for a particular facet in Resume Search), it will remain gray.

Example uses:

  • Indicating the number of jobs in the Manage Jobs tab (employers) or being tracked in Job Tracker (candidate)
  • Indicating if a resume has been viewed in Resume Search (gray only)

Tables

Basic Table
# Column heading Column heading Column heading
1 Column content Column content Column content
2 Column content Column content Column content
3 Column content Column content Column content
4 Column content Column content Column content

Use when displaying minimal rows of data

Striped Table
# Column heading Column heading Column heading
1 Column content Column content Column content
2 Column content Column content Column content
3 Column content Column content Column content
4 Column content Column content Column content

Use when displaying many rows of data to help differentiate each row

Bordered Table
# Column heading Column heading Column heading
1 Column content Column content Column content
2 Column content Column content Column content
3 Column content Column content Column content
4 Column content Column content Column content

Use when displaying many columns of data to help differentiate each column

Contextual Row Colors
Column heading
Indicates a neutral informative change or action
Indicates a successful or positive action
Indicates a dangerous or potentially negative action
Indicates a warning that might need attention
Use contextual colors to highlight table rows or individual cells

Forms

Basic Form

Example block-level help text here.

Horizontal Form
Legend
A longer block of help text that breaks onto a new line and may extend beyond one line.

Inline Form

Containers

List Groups
Panels
Basic panel
Panel heading
Panel content
Panel content

Panel primary

Panel content

Panel success

Panel content

Panel warning

Panel content

Panel danger

Panel content

Panel info

Panel content
Wells
Look, I'm in a well!
Look, I'm in a small well!
Look, I'm in a large well!

Navigation

Tabs

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Pagination

Dialogs

Modals
Popovers
Tooltips

Progress Bars

Basic
Contextual Alternatives
Striped
Animated
Stacked

Resource: Logos

Proudman

iHire Logo Lockup

Storefront Logo Lockup

Resource: Fonts

Open Sans

View on Google Fonts

Segoe UI

View on Microsoft.com

Roboto

View on Google Fonts

Resource: Icons

FontAwesome v4.7.0

View on FontAwesome