Brand Guide

A structured guide to representing the Pursue brand with clarity, consistency, and integrity.

Contents

Brand Overview

Pursue is an academic preparation and pathway alignment platform designed to help students strengthen performance, clarify direction, and improve post-secondary outcomes.

We combine structured academic diagnostics, focused tutoring, performance tracking, and institutional alignment to bridge the gap between preparation and enrollment.

Mission Expand opportunity by helping students build measurable readiness for college, trade programs, and career pathways.

Color System

Use official brand colors consistently across all materials.

Brand Red
#b91c1c
Primary actions, emphasis, CTAs
Brand Blue
#1b2a4a
Structure, navigation, stability
Deep Navy
#0c1525
Dark sections, hero backgrounds
Neutral Line
#e2e8f0
Borders, dividers, backgrounds
Cream
#faf9f7
Alternate section backgrounds

Typography

Display / Headlines
Playfair Display
900 weight, tight tracking. Used for all major headlines and hero text.
Body / UI
DM Sans
300–700 weight. Used for body copy, navigation, buttons, and labels.
Avoid Inter, Roboto, or system font stacks in external brand materials. Playfair Display and DM Sans are the Pursue type system.

Messaging & Tone

Pursue communicates with clarity and structure. Our voice is measured, not hype-driven.

Do
  • Measured, outcome-focused language
  • Structured and precise
  • Supportive but performance-oriented
  • Emphasize preparation, readiness, measurable progress
Don't
  • Exaggerated claims or hype
  • Vague reassurance without data
  • Promotional language that conflicts with readiness alignment
  • Em-dashes or overly casual punctuation

Core Positioning

Pursue helps students close academic gaps.
Pursue strengthens transcripts and test readiness.
Pursue aligns students with realistic post-secondary pathways.
Pursue remains free for students.

Partnership Guidelines

Represent program information accurately.
Maintain student-first positioning.
Avoid promotional language that conflicts with readiness alignment.
Request approval before publishing co-branded materials.

Article Submission API

Approved partners may submit draft articles for review. Content remains unpublished until reviewed and approved.

Authentication
X-API-KEY: <your-api-key>

Request access via brand@pursue.org.

Endpoint
POST https://pursue.org/internal-api/posts/
Required Fields
FieldTypeRequired
titlestring✔
contentHTML string✔
Response
{"id": 123, "slug": "example-article"}

Contact

For partnership approvals, content review, or API access: brand@pursue.org