Vision Critical's Brand Book Vision Critical's Brand Book

curve-2

Who Is Vision Critical?

An authority in customer insights, Vision Critical builds trust and creates new business value through the collection and application of consent data. We believe that people have wisdom that is worth listening to, learning from, and acting on. When iteratively collected and thoughtfully applied by brands seeking to understand their customers, consent data improves the accuracy of customer acquisition and rate of retention, as well as customer satisfaction.

Unlike many voice of the customer methods that seek to measure experience in response to an event or experience, we unlock high quality, deep insights by proactively engaging customers.

At Vision Critical, we are driven by balancing privacy and personalization while collecting continuous customer insight to power companies with the collective wisdom of the people that matter to them.

We Have a Vision

To empower our customers to create value by deeply engaging and better understanding their customers.

Positioning Statement

Vision Critical gives brands the power to collect and apply valuable customer consent data and provides guidance to nurture better customer experiences that result in measurable business outcomes.

Brand Pillars

These are our core values.

Customer-Led

Make every decision with our customers’ experience and success in mind.

People Matter

Proactively engage with respect, empathy, and understanding.

Empowered

Make it easier for customers and colleagues to do the right thing.

Inspired to Learn

Be instinctively curious, listen better, and institutionalize what we learn.

Innovative

Envision boldly, communicate thoroughly, and collaborate to be more efficient.

Brand Voice & Tone

Brand personality is a set of human qualities that can be used to describe a brand. Just like a person, Vision Critical’s personality has many layers. We focus on 3 key personality traits.

Authentic

We say what we mean and do what we say. You can count on us to follow through, and we take the smartest route to the best solution.

Passionate

We’re passionate about what we do and what we can do for our customers. We are champions for our customers and our industry and are passionate about bringing change for the better.

Knowledgeable

We have our fair share of experience under our belt, but we learn something new every day. We’ll roll up our sleeves to get today’s job done, and we plan for what tomorrow may bring.

About Vision Critical (25 Words)

An authority in customer insights, Vision Critical builds trust and creates increased business value through the iterative, continuous collection and application of earned consent data.

About Vision Critical (50 Words)

An authority in customer insights, Vision Critical builds trust and creates increased business value through the iterative, continuous collection and application of earned consent data. Unlike traditional customer insights methods, we unlock the contextual feedback that companies need to build better products, deliver better services, and achieve better business outcomes.

About Sparq (25 Words)

Sparq is a customer insights platform that uncovers actionable earned data. This relationship-based approach progressively profiles the customer at every interaction producing richer customer insights.

About Sparq (50 Words)

Sparq is a customer insights platform that uncovers actionable earned data. This relationship-based approach progressively profiles the customer at every interaction producing richer customer insights. Customer attributes like motivation, preference, and beliefs are translated into actionable data points. Deeper insights deliver value and improve customer acquisition, retention, and customer satisfaction.

 

Our Primary Colors

Used prominently in designs to establish core brand feel

Blue

#00B2E3

Dark

#30343B

Light

#FFFFFF

Our Secondary Colors

Used as accents to enhance designs

Pink

#EC008B

Yellow

#F8EF24

Green

#41AE49

Grey

#EDEDED

Our Company Logo

A key element that unifies and represents our organization and our brand.

Download Now

Our Product Logo

The Sparq logo represents our product. It should be regarded as an extension of our brand and should only be used when the Sparq product is being referenced.

Monotone dark on light background

Monotone light on dark background

Download Now

Our Brand Font

Our brand font is Raleway. Examples of its correct usage within various types of text has been shown on the right. 

Font Substitution

If Raleway is not available for a specific use case, then Arial is an acceptable alternative. 

Examples could be a PowerPoint document that is being shared with people who may not have access to Raleway or a large document or e-book where greater legibility is required at smaller font sizes.

Example:

Headlines use: Raleway Black

Sub-headlines use: Raleway SemiBold

Paragraphs use: Raleway Medium

Questions?

Please contact us. We're here to help.

Email us