Curious Cream
- Hex
- #F6F3EF
Spark Enrichment
Brand Guide
Navigating complexity
with confidence
At Spark, curiosity and opportunity go hand in hand. Built around connection, creativity, and discovery, Spark brings learning beyond the classroom through hands-on experiences that inspire kids to explore their interests, build confidence, and discover new possibilities. Here, every question sparks curiosity, every interest has room to grow, and every child has the opportunity to shine.
We are the
Creator
Traits
Independent
Resourceful
Adaptable
Curious
Worldy
Makes consumers feel
Free and unconstrained by systems
Empowered
Resilient
Excited by new possibilities
Culturally aware
We are
Curious, not conventional
We don't assume the first answer is the right one. We stay open, ask better questions, and look beyond standard thinking to uncover opportunities others might miss. Our confidence comes from experience—not from believing we already know everything.
Say This
"There may be a better path forward than the obvious one."
Not
"We follow a standardized investment framework designed to optimize consistency."
Curious, not conventional
We don't assume the first answer is the right one. We stay open, ask better questions, and look beyond standard thinking to uncover opportunities others might miss. Our confidence comes from experience—not from believing we already know everything.
Say This
"There may be a better path forward than the obvious one."
Not
"We follow a standardized investment framework designed to optimize consistency."
Curious, not conventional
We don't assume the first answer is the right one. We stay open, ask better questions, and look beyond standard thinking to uncover opportunities others might miss. Our confidence comes from experience—not from believing we already know everything.
Say This
"There may be a better path forward than the obvious one."
Not
"We follow a standardized investment framework designed to optimize consistency."
Who We Are
Stonecrest is a trusted navigator, built for people who value independence, perspective, and trusted relationships in a rapidly changing world.
Our values
Go beyond the expected
We believe the best opportunities are often found beyond conventional thinking. By embracing curiosity and independent perspective, we help clients uncover possibilities that others may overlook.
Keep it personal
Every client relationship is built on trust, understanding, and genuine connection. We take the time to understand each client's goals, providing guidance that is as personal as it is strategic.
Stay grounded
Confidence comes from thoughtful decisions, not unnecessary complexity. We remain steady, transparent, and focused, helping clients navigate change with clarity and long-term perspective.
The core of our brand
Our Logo Suite
Primary Logo
Our Primary Logo captures Spark’s playful yet professional personality through a bold, chunky sans serif. Its simple design allows the supporting brand elements to shine, striking a balance between the youthful, expressive side of Spark and the polished, approachable identity that builds trust with parents and partners.
The Primary Logo should appear on all official collateral whenever space allows and only in the approved colorways. New Growth Navy and Curious Cream are the preferred colorways for all Spark-branded materials, while True Black and True White should be reserved for brand partnership collateral when specifically required by partners.
Logo Primary Wordmark Curious Cream
Logo Primary Wordmark New Growth Navy
Logo Primary Wordmark True White
Logo Primary Wordmark True Black
Spark Icon
The Spark Icon is the simplest expression of the brand, using a four-pointed spark to represent Spark in a playful, illustrative, and recognizable way.
The icon should be used sparingly, primarily in applications such as favicons and profile pictures. Unlike the Primary Logo, the icon allows for more flexibility and experimentation with color. The illustrated, grainy version adds an extra layer of personality and texture, making it ideal for more expressive brand applications. It can also be used as a decorative background element on collateral or layered over photography to bring more character to the brand.
Icon Curious Cream
Icon New Growth Navy
Icon True White
Icon True Black
our logo
Usage
Safe Space
When displaying any of the logo variations, maintain ample space around it to avoid crowding or interference from other elements. To achieve this, don’t place anything within the “safe space” equivalent to 10% the width of the logo.
*Of course, there are exceptions: subtle patterns or textures overlapping at 20% opacity or less are acceptable.
Please Don't
Use unapproved color combinations or colors
Distort the logo and elements
Mask images into the logo
Place on backgrounds that make elements hard to read
Cut the logo out of images making it hard to read
Spark In
Color
Primary Colors
Our Primary Colors serve as the foundation of Spark’s visual identity. They should be used for the Wordmark Logo, Icon, and as background colors for the Polka Dot pattern, key graphics, and other branded collateral. Curious Cream Dark should only be used as a background color and never for text.
New Growth Navy
- Hex
- #041E42
Secondary Colors
Our Secondary Colors bring an extra layer of playfulness and personality to the brand. They are primarily used in illustrations, stickers, and the Polka Dot pattern, but can also be used as background colors when an added pop of color is needed.
To create the grainy shadow effect in illustrations, pair the light and dark variations of the same color rather than mixing different colors. For example, Playground Pink Dark should only be paired with Playground Pink Light, not Versatile Violet Light. Curious Cream Light should only be used for text or as an outline color for stickers.
Reliable Red
- Hex
- #F2303A
Observant Orange
- Hex
- #FF9E17
Youthful Yellow
- Hex
- #FFD548
Building Block Blue
- Hex
- #5ED0F0
Guided Green
- Hex
- #00A97D
Versatile Violet
- Hex
- #775AFF
Typography
Our Font Family
Subheadings, Montserrat, All Caps, +100 Tracking
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ &
Headings - Trust 3A Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890!@#$%^&
Body - Manrope Regular, Sentence Case
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp
Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890!@#$%^&
depth through
Design Elements
Photography
Spark’s photography should highlight students of various ages and their mentors, capturing authentic moments of learning, exploration, and connection. Images should showcase students actively participating in real activities, giving parents and school partners a glimpse into Spark’s curriculum and the experiences it offers. Rounded corners should be applied to photography to reinforce the approachable, playful personality seen throughout the brand.
Authentic photography from Spark’s programs is always preferred. However, when the right imagery isn’t available, the linked royalty-free resources from Unsplash and Pexels can be used as alternatives. Any supplemental imagery should feel natural and consistent with Spark’s overall photography style.
Illustrations
Spark’s illustrations bring the brand’s playful personality to life while highlighting the variety of activities and experiences offered through its curriculum. They can be paired with photography, used as icons, or incorporated into collateral to add an expressive, illustrative touch.
Illustration colors may be adjusted to improve contrast and visibility when paired with imagery or other brand elements, as long as all adjustments follow the approved color guidelines.
Stickers
Spark’s stickers build on the playful style of our illustrations, incorporating additional details and outlines to create a more layered, expressive look. They can be used to add personality, depth, and visual interest to photography and branded collateral.
While stickers and illustrations share a similar visual style, they should not be used together in the same composition. Instead, choose one or the other to maintain a cohesive and balanced design.
Composition Notebook Texture
Spark’s Composition Notebook Texture brings a nostalgic, approachable feel to the brand while reinforcing its connection to learning and education. Inspired by classic school supplies, this texture should only be used as a background element to add subtle depth and character to branded collateral.
Polka Dot Pattern
Our Polka Dot Pattern adds a fun, playful layer of texture to the brand. It can be used as a background element across collateral and web applications to bring additional personality and visual interest to layouts.
The approved Polka Dot colorways should never be altered and must only be used on Curious Cream Dark or New Growth Navy backgrounds.
Grain Texture
Our Polka Dot Pattern adds a fun, playful layer of texture to the brand. It can be used as a background element across collateral and web applications to bring additional personality and visual interest to layouts.
The approved Polka Dot colorways should never be altered and must only be used on Curious Cream Dark or New Growth Navy backgrounds.
Brand in action