Brand Guidelines

Core Values

Internally, our Simply Smarter approach is rooted in three unwavering pillars - flexibility, growth, and appreciation

GROWTH

At Clarity growth isn’t just about becoming the leading benefits provider, it is also about helping our employees develop their limitless potential. We focus on providing and promoting continued education, coaching, useful feedback and even financial growth.

APPRECIATION

Appreciation is a simple term, but it has volumes of depth to it. At Clarity, appreciation is about valuing everyone as an individual and appreciating their unique contribution to our business. We are focused on promoting from within and developing our next generation of leaders. We also use formal recognition programs and peer-to-peer recognition as a way to continually show our appreciation for one another.

FLEXIBILITY

Benefits is an ever-changing industry. New regulations, new offerings, new technology are always on the horizon. To adapt to these changing demands, we must be flexible in how we work, how we approach solutions and in the services we provide. Whether is it listening to new or out-of-the-box ideas, offering a flexible work environment, or adapting our benefits to fit the needs of our new normal, at Clarity we approach everyday with an open mind and a willingness to adjust.


Click on a logo to download. If you need a logo in another format email [email protected]


These are companies who we integrate with and who resell our solutions.  


These are companies whose services we offer or partner with to enhance our solutions. 


 

 

Blue (Primary) HEX - #23498A

 

Green (Secondary) HEX - #679C5B

 

Orange (Tertiary) HEX - #E06121

 

Light Blue (Tertiary) HEX - #BACBDA

 

Dark Blue HEX - #00315A

 

Dark Gray HEX - #4A4A4A

 

Gray HEX - #ECECEC

 

White HEX - #FFFFFF

Product Color Assignments

Clarity FSA Blue (Primary)

HEX - #23498A

 

Clarity DCA Green (Secondary)

HEX - #679C5B

 

Clarity Mobile App Orange (Tertiary)

HEX - #E06121

Product Color Assignments (Continued)

Clarity SmartRide Dark Gray 

HEX - #767676

(Changed slightly from brand gray for use on SSO Portal)

 

Clarity HRA Dark Blue

HEX - #00315A

 


The LFT Etica font family is for use within Adobe Indesign software when designing our Clarity collateral. Fonts to use within PowerPoint and Word: Arial font family Fonts to use on websites and web interfaces: Open Sans font family

 

OpenSans-Italic-VariableFont_wdth,wght.ttf

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OpenSans-VariableFont_wdth,wght.ttf

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Claire1.ai

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Claire-with-Name.mov

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Claire-without-Name.mov

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Below are detailed instructions for changing your email signature on Outlook and within Salesforce.  

How to change your signature in Salesforce_Sales.docx

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How to change your signature in Outlook Web Access.docx

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These email headers are for use within Salesforce.  


Clarity Letterhead

Clarity-Letterhead-2023.docx

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Clarity PowerPoint Template

Clarity PowerPoint Template.potx

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Clarity-PowerPoint-Internal-Template.pptx

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2021 OE Preso_Template.pptx

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✨ Clarity Style Guide: Capitalization Rules

Consistency in writing builds trust and professionalism.

✅ Capitalize When:

  • 1. Starting a Sentence 
    ✔️ Please submit your renewal by Friday.
  • 2. Using Proper Nouns (Specific names of people, companies, departments, places, or platforms) 
    ✔️ Clarity Benefit Solutions, Tara Leonard, Employee Navigator
  • 3. Titles Before Names 
    ✔️ Director of Client Services Tara Leonard 
    ❌ Tara Leonard, Director of Client Services
  • 4. Official Department Names 
    ✔️ Please contact Human Resources for assistance. 
    ❌ Our human resources team is here to help.
  • 5. Headings and Titles (Title Case) 
    ✔️ How to File a Claim 
    ✔️ Tips for Getting the Most Out of Your Plan
  • 6. Acronyms and Initialisms 
    ✔️ FSA, HSA, HIPAA, COBRA
  • 7. Dates and Holidays 
    ✔️ Monday, March, Memorial Day
  • 8. The Pronoun "I" 
    ✔️ I submitted the form this morning.
  • 9. Branded Tools or Programs 
    ✔️ Clarity Portal, MyClarity Card, Amazon Connect

❌ Do Not Capitalize:

  • 1. Common Nouns or Generic Roles 
    ❌ Our Clients Can Contact Their Account Executive. 
    ✔️ Our clients can contact their account executive.
  • 2. Titles After a Name 
    ❌ Jessica Baughman, Director of Global Finance 
    ✔️ Jessica Baughman, director of global finance
  • 3. Generic Department References 
    ❌ We looped in Marketing. 
    ✔️ We looped in the marketing team.
  • 4. Seasons 
    ❌ Spring Enrollment Begins Soon 
    ✔️ spring enrollment begins soon
  • 5. Directions (unless referring to a region) 
    ✔️ She’s driving north. 
    ✔️ He lives in the South.
  • 6. Most Email Subject Lines (Sentence Case) 
    ✔️ Reminder: Your plan renewal deadline is coming up 
    ✔️ New tools to make plan management easier

1. Periods

  • Use at the end of complete sentences with no space between the last word and the period.
  • Do not use periods in headlines, subheadings, or bullet points unless the bullet is a full sentence.

Example:
✅ Use commas, not semicolons, in this context.
❌ Use commas, not semicolons, in this context.


2. Commas

  • Use the Oxford comma in lists.
    ✅ Our plans cover dental, vision, and medical benefits.
  • Use commas after introductory phrases.
    ✅ After reviewing the claim, we approved it.
  • Use commas to set off nonessential clauses.
    ✅ Our team, known for fast turnaround, responded within the hour.

3. Colons

  • Use colons to introduce a list or explanation.
    ✅ You’ll need the following: your ID, insurance card, and login credentials.
  • Do not use a colon immediately after a verb or preposition.
    ❌ Your options include: dental, vision, and FSA.
    ✅ Your options include dental, vision, and FSA.

4. Semicolons

  • Avoid semicolons in marketing and casual communication.
  • Use only in formal internal documentation to connect two related independent clauses.
    ✅ The deadline is approaching; please finalize your tasks.
  • In most cases, break it into two sentences or use a dash instead.

5. Dashes

  • Use an em dash (—) to emphasize or break up thought.
    ✅ We’ve updated our process — and it’s never been easier to use.
  • Avoid double hyphens (--) — use the proper em dash.
  • Do not overuse dashes in the same paragraph.

6. Hyphens

  • Use hyphens for compound adjectives before nouns.
    ✅ Employee-first mindset.
  • Do not hyphenate common phrases after the noun.
    ✅ The mindset is employee first.

7. Quotation Marks

  • Use double quotes for direct quotes and specific phrases.
    ✅ She said, “I love the new dashboard.”
  • Use single quotes only inside double quotes.
    ✅ “Did he say ‘we’re live’ during the call?”
  • Punctuation goes inside the closing quotation mark.
    ✅ That’s called a “quick win.”

8. Ellipses

  • Use sparingly and only to indicate trailing thought or omitted text.
    ✅ We thought you’d want to see this…
  • Do not use ellipses to replace proper sentence structure.

9. Exclamation Points

  • Use rarely and only when the tone is meant to be enthusiastic.
    ✅ We’re excited to introduce our newest feature!
  • Never use more than one (!) and avoid in formal communication.

10. Question Marks

  • Use only in actual questions.
  • Avoid in headlines unless it's truly a question.
    ✅ Ready to simplify your benefits?
    ❌ Why Clarity is the best choice? → (Better: Why Clarity is the Best Choice)

11. Parentheses

  • Use sparingly to clarify, add a note, or define acronyms.
    ✅ Flexible Spending Accounts (FSAs) can help lower your taxable income.

 CLARITY NOMENCLATURE

Clarity Product Naming

Ready for Life Solutions

Ready for Life Employee Benefits

  • Clarity Health Savings Account (HSA) or Clarity HSA
  • Clarity Flexible Spending Account (FSA) or Clarity FSA
  • Limited-Purpose FSA (LPFSA) or Clarity LPFSA
  • Clarity Dependent Care (DCA) or Clarity DCA
  • Clarity Health Reimbursement Account (HRA) or Clarity HRA
  • Clarity SmartRide
  • Clarity Wage Parity
  • Clarity COBRA
  • Clarity Direct Bill

Ready for Life Compliance

  • Clarity ERISA
  • Clarity POP

Ready for Life Compliance

  • Clarity ERISA
  • Clarity POP

Ready for Life Wellness

  • Clarity SimplyWell

Ready for Life Administration

  • Clarity Benefit Administration

Technology

Clarity Mobile App
(This is the app our participants use to manage their benefits)

Clarity Benefit Solutions Portal
(Accessed through login at claritybenefitsolutions.com, our SSO solution. Referred to as the Clarity Benefit Solutions Portal in the first instance and as the Clarity Portal in all following instances.)

Please refer to our third-party solutions/platforms as:
(Whenever possible we try to avoid stating the company names of our third-party tools. To avoid confusion between our Portal and our third-party solutions, we want to avoid using the terms "portal" or "platform" to refer to anything besides our Portal.)

· Where you manage/The tools you use to manage…your employee benefits (Alegeus Platform/Portal)
· Where you manage/The tools you use to manage…your COBRA benefits (Alegeus Platform)
· Where you manage/The tools you use to manage…benefit administration/online benefit administration (Bswift/Employee Navigator)
· Where you manage/The tools you use to manage…your vaccine compliance program (SimplyWell)

Common Terms

Employee Benefits (formerly Consumer Benefits)

Third-Party Administrator (TPA)

When referring to individuals already doing business with Clarity:

  • Partner: Health plans, insurance carriers, payroll/HCMs/PEOs, Benefit Enrollment/Administration Providers, Associations/Trusts/Exchanges
  • Broker
  • Clients: Employers currently doing business with Clarity
  • Participants: Employees who have plans with Clarity

When referring to General Audience:

  • Health plans, insurance carriers, payroll/HCMs/PEOs, Benefit Enrollment/Administration Providers, Associations/Trusts/Exchanges
  • Broker
  • Employers: ex: "Employers everywhere need to..., "Your Employers."
  • Employees: ex: "Your Clients' Employees," "Your Employees"

When referring to Clarity employees:

  • Team members