This website contains CloudCapcha's core brand principles and guidelines for you to follow, and is comprised of five sections:
All aspects of our brand are equally important, and our brand will not become an exceptional one without everyone in our team ensuring each of these components are meticulously managed and aligned as a whole.
Reveal the truth of human behaviours that exist within aspirational professional service firms to effect the change that is absolutely vital to our survival and future success.
The one word that underpins our entire business. The word that unifies us as a team and captures the true essence of who we are and why we exist. The word that gives each of us a strong focus for undertaking our day-to-day work, for how we recruit new team members, for how we develop and grow as an organisation, and for how we communicate.
As part of the CloudCapcha family, it’s important to understand how you play a critical role in bringing our one word vital, and our brand, to life.
Being aspirational – having a progressive mindset and approach to business is a vital aspect of attracting and retaining talent as well as winning new business. We only work with aspirational Firms and professionals.
Talent retention is vital to a Firm’s effective and profitable operations, its client satisfaction, its long-term viability, and its ultimate value.
Unveiling, understanding and accepting the truth of what’s happening within a Firm – people’s attitude towards and management of time – is the vital first step towards achieving the commercial and cultural goals the Firm has set for itself.
In light of that truth, knowing with certainty what change – particularly in behaviours – is needed within the Firm, and how to go about making that change, is vital to unlocking more billable time and the Firm’s higher potential for greater profitable growth, and other specific outcomes Firms are looking for.
Investing in CloudCapcha is vital to getting the most value out of any initiative a firm may have in place, or be planning to undertake, because an investment in CloudCapcha, is an investment in performance culture – the capability, productivity and wellbeing of people.
Vital also means high energy and liveliness – something we aspire to build upon within CloudCapcha, as much as our clients do, to build a business that can enjoy healthy growth, and a sense of fulfilment from that growth.
We whole-heartedly believe that investing in CloudCapcha is vital to the long-term survival and future success of any aspirational professional service firm.
Time is our most valuable asset – it’s vital we make the most of it while we can.
Replace inertia, stress and burnout with unstoppable momentum.
We will achieve our vital mission by enabling professional service firms to prioritise wellbeing, improve work-life balance, and build a performance culture – through a combination of people and platform.
The full CloudCapcha positioning strategy outlines the high level decisions our leadership have team made to secure a clear position in the minds of our audience.
It establishes CloudCapcha as a service-oriented proposition, prioritising long-term relationships and actionable insights over technical features, distinguishing it from competitors and shifting perceptions of CloudCapcha from being a “nice-to-have” to a “must-have.”
It includes a detailed analysis of the market we operate within and highlights our focus on delivering valuable business outcomes rather than just data, helping firms optimise productivity, profitability, and talent retention.
Consistent use of our brand identity elements is vital – it will help us achieve our goals.
This section provides key instructions for the general use of the CloudCapcha brand ‘logo’ and rules covering its application to a number of standard online and offline materials.
This section should be used to familiarise yourself with the rules for the use of the logo and other basic identity elements to ensure we maintain that essential consistency.
When referring to CloudCapcha in any written content, always use upper and lower case letters, ie. always use a capital “C” for both "Cloud" and "Capcha" and lower case letters for the rest of the CloudCapcha name. Never add a space between "Cloud" and "Capcha" and never use the CloudCapcha name with all upper case or all lower case characters.
The elements work together to create a distinctive style which is recognisable as belonging to CloudCapcha.
Used correctly, all these components strengthen the CloudCapcha brand. Used incorrectly, they can result in confused messages, a fragmented style and a weakening of the brand.
Our logo has been purposefully designed to capture the essence of our proposition – helping our clients be exceptional. The marque captures the idea that workplace wellbeing and forward momentum go hand-in-hand.
The road to the horizon expresses the journey to exceptional commercial and cultural outcomes. It conveys the sense of aspiration common to all the people we work with. The heart represents the vitality of our clients. Better workplace culture, work-life balance and wellbeing are both benefits of the CloudCapcha proposition and drivers of team motivation, productivity and performance.
Our logo reflects the relationships we build with our clients. We're all on the same pathway – together. It says we’re human, we listen, we understand and we’re always here for them.
When combined with specially crafted, simple and clean typography, these elements combine to form a contemporary logo that appropriately represents who we are and what we stand for – continual betterment through seeking and finding truth.
More than a logo, this is our brand signature to visually endorse everything we say and do. It embodies the promise we make to each and every client.
Consistent presentation of the CloudCapcha logo is critical. All communications must contain at least one instance of the logo and care should be taken to use it within the parameters of these guidelines. If ever in doubt as to how to use the CloudCapcha logo, please ask the marketing and communications team.
The heart symbol can be used separately to represent the CloudCapcha brand. It can be used as a supergraphic or as an icon, using the same colours as shown in the three logo versions. Favicons, browser extensions, social media profile pics etc should all make use of the heart symbol.
Always use original digital artwork from this official brand guidelines, or supplied directly by the CloudCapcha marketing department, or Brand Oxygen. To preserve the integrity of the CloudCapcha brand, never make any adjustments to the digital artwork, such as moving, scaling, stretching the logo elements, altering the colours, type, or heart symbol, and follow the usage guidelines outlined on this page.
If type or graphics run across, or very close to the logo, recognition and impact of the logo is reduced. For this reason we have established a ‘clear space’ area around the logo into which no type or graphic elements should intrude.
The logo should not be placed too close to the edge of your communication material. Always observe at least the ‘minimum clear space’ around the logo, as indicated above. The clear space area should always measure the height of the “C” in CloudCapcha.
The clear space rule may only be waived in the case of high impact display items such as billboards and banners, or on very small applications such as website ad banners where space is limited.
Minimum size specifications are set to ensure legibility of the logo. Please do not reduce the logo size below 18mm on print material, or 100px for digital applications.
Accurate, sharp, precise presentation of our logo is essential. It should only be produced from digital master artwork. Never re-draw or change the arrangement or styling of the logo elements. Never use the logo type independently.
If in doubt, seek clarification from the CloudCapcha Brand Guardian.
Colour plays a vital role in reinforcing our brand positioning and shaping how CloudCapcha is perceived. Consistent and considered use of our colour palette helps build recognition, trust, and a strong visual identity across all touchpoints.
Our colour system is made up of a primary palette that is vibrant, expressive, and modern, balanced with a refined secondary palette that provides structure and legibility.
Care should be taken to maintain colour consistency across all applications and to avoid variations in hue and tone across different print and digital mediums. For any digital CloudCapcha communication, always use the hex codes listed here. Alternatively, you can use the RGB breakdowns if hex codes can not be specified in certain apps. For printed material, the CMYK breakdowns should be used.
They reflect our optimistic outlook and the meaningful relationships we foster, both within our team and with those we serve. Aligned with our core messaging, these colours reinforce our commitment to nurturing a strong Firm culture and prioritising workplace wellbeing.
Brand expression: Use the primary palette to convey energy, personality, and creativity.
Calls to action: Buttons, icons, or key messaging should use vibrant shades to draw attention.
Highlights and accents: Use selectively to emphasise content or design features.
The primary colour gradient is a dynamic blend that embodies the brand’s expressive range and can be used for buttons, icons, hero sections and occasionally as a background.
To recreate the primary colour gradient, set the first point to Violet, the mid point to Red and the end point to Yellow.
Additional to the primary colour gradient, subtle gradients can be created by using the following combinations:
Gradients can be used horizontally, vertically, or at an angle.
Do not use Lemon in any gradient.
This supporting palette features a monochromatic gradient scale from a dark purplish grey through to white, incorporating a series of tints that allow for flexible, layered design.
Secondary colour usage
Text and UI support: Use dark mono colours for text instead of black for a softer, more integrated feel.
Backgrounds: Lighter tints support content clarity without overwhelming.
Structure & tone: Provides balance, contrast, and a neutral canvas to ground the primary colours.
Monochromatic colour gradients can be created from any colour from the secondary palette, but they should be subtle, with a maximum spread of 3 Mono colours. For example, Mono 5 can be blended to Mono 7, but not Mono 8.
Avoid creating stronger gradients that have a spread of more than 3 colours on the scale.
Achieving the right colour balance is essential. Overusing our vibrant primary colours can make communications feel overwhelming or garish, while underusing them may result in designs that feel flat or lacking in energy. The key is thoughtful, intentional use to maintain a dynamic yet refined brand presence.
As a general rule, aim to maintain an even balance between primary colours and dark secondary colours, with a variable amount of white/light secondary colours. Communications with heavy content should use a greater proportion of white/light secondary colour as shown in disc 1 above, whereas small isolated brand communications, such as banner ads on third party platforms, are more suited to the heavier colour use shown in disc 3.
Consistent and intentional use of our type styles not only builds recognition and professionalism but also reinforces a cohesive brand experience.
Our typographic system is designed to be clear, contemporary, and expressive – reflecting the innovative and energetic spirit of CloudCapcha. Hierarchy should be used thoughtfully to guide the reader’s attention, ensuring important information stands out while supporting content remains accessible.
Taking control of how we’re perceived isn’t just about what we say or the tone we use – it’s also about how our words appear. The visual design of our typography plays a key role in reinforcing our messaging. Headlines should convey confidence and draw the reader in, while body text must remain approachable and effortlessly readable. Thoughtful use of weight, scale, and spacing ensures our communication is both impactful and easy to engage with.
Ubuntu is a modern, sans-serif typeface, with a soft geometric style and a friendly tone. Merriweather is an expressive serif typeface that brings warmth and a touch of formality. Both Ubuntu and Merriweather are Google fonts.
Primary font usage
When primary brand fonts aren’t available or will cause compatibility issues (eg. in emails or Office documents), use Calibri (sans-serif) in place of Ubuntu, and Georgia Italic in place of Merriweather Italic.
By applying thoughtful design techniques, we can guide the reader’s attention, create visual interest, and ensure our tone is always clear and intentional. These techniques work together to reinforce CloudCapcha’s brand character in a subtle but impactful way.
Typographic design techniques
Nuthawut's illustrations are carefully selected, licensed, then recoloured in Adobe Illustrator to align with the CloudCapcha brand palette, creating a distinctive and ownable visual language.
This illustration style serves a deeper purpose than decoration: it visualises the emotional realities within our clients’ firms – the stress, overwhelm, effort, and confusion often tied to the issues they face. Equally, it expresses the positive transformation CloudCapcha brings: clarity, connection, confidence and momentum.
Using simple forms, dynamic character gestures, and conceptual metaphors, the illustrations distil complex ideas into clear, relatable visuals. Their clean vector style complements our overall brand tone – professional yet warm, clear yet human – and enhances storytelling across all channels.
Illustration usage guidelines
Illustration backgrounds
Light monochromatic colours from the secondary brand palette are preferred for illustration backgrounds.
Occasionally however, illustrations can be placed over a coloured background, when the illustration is linked to a separate piece of content (such as blog post), or when the overall design layout is lacking sufficient vibrant colour.
When placing an illustration over a colour from the primary palette as shown here, care should be taken to adjust the illustrations colouring to ensure the appropriate visual contrast of specific illustration elements with the background.
Whilst the two illustrations depicted here appear the same, elements such as the briefcase, clouds and wave have been been adjusted for colour and opacity.
The heart supergraphic is a flexible supporting graphic device that can be applied when illustrations are not appropriate, to ensure communication is uniquely recognisable as CloudCapcha.
It can also be used with small illustrations overlaid when communications have minimal other content (such as a banner ad with a simple headline only). Care should be taken to avoid overusing the supergraphic too often.
The supergraphic should always be subtle – like a watermark. Use a colour that is a maximum of 2 colours away from the background colour. For example, when using Mono 01 as a background, the supergraphic can appear in either Mono 02 or 03, but not 04. The supergraphic can be either a lighter tone or a darker tone than the background.
If overlaying the supergraphic with text, make sure the content is simple. Do not overlay large amounts of body text over the supergraphic. Do not use the supergraphic on more complex communications which require multiple types of content.
Here are some examples of acceptable usage of the heart supergraphic:
Logo Version One A
Logo Version One B
Logo Version Two A
Logo Version Two B
Logo Version Three A
Logo Version Three B
Full colour icon
Reversed/whiteout icon
Available in various Mono colours
Before downloading the supergraphic digital assets below, read the usage guidelines
To maintain a professional and unified presence, email footers must follow a consistent layout and style across the organisation. A dedicated Word template, featuring the CloudCapcha logo formatted specifically for email use, is the starting point for setting up any new email footer. The template also includes specifications for fonts and layout. Care should be taken to ensure each footer closely follows this design, helping reinforce brand consistency in every interaction.
Our business cards are more than simple contact details. They are an opportunity to engage in a commercial conversation, based on our positioning. Always present your business card dark side up – so the first thing a recipient sees is our strapline. Always be prepared to discuss the story behind the it, whenever someone asks what it means.
CloudCapcha has two official PowerPoint templates designed to support consistent, on-brand presentation delivery. The Standard Template includes pre-set master slides with defined styles for typography, colour, layout, bullet points, and spacing – ensuring clarity, coherence, and visual consistency across all internal and external communications.
The Pitch Deck Template is tailored specifically for sales conversations and aligns with the Six Steps process – a structured approach to running effective sales meetings. Designed to improve engagement with prospects, this template helps position CloudCapcha in a way that speaks directly to their priorities and challenges, rather than our own. Team members can refer to Brian Coventry for guidance on how to apply the Six Steps framework effectively.
The CloudCapcha letterhead is available in two formats: print-ready artwork for professionally printed correspondence, and a Microsoft Word template for day-to-day use. The Word version includes a built-in letter writing guide to support consistent formatting and tone, along with pre-set styles accessible via the Styles pane. Both formats feature a dedicated follow-on page layout, ensuring a consistent and professional presentation across multi-page documents.
The CloudCapcha Document Template includes everything you need to ensure consistency and professionalism across all written communications. It incorporates key elements of our brand identity – such as colour, typography, and illustration – into a clear, easy-to-use format. Use the Styles pane to access preset paragraph, bullet point, and character styles when creating new content. This template enables team members to produce polished, on-brand documents efficiently, helping maintain clarity and reinforce CloudCapcha’s commitment to quality in every communication.
Banner artwork is set up at 940mm wide by 2400mm tall. For artwork setup at a different size, please contact the CloudCapcha marketing team with your request.
