Pursue Brand Guide
A structured guide to representing the Pursue brand with clarity, consistency, and integrity.
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.
#b91c1c
#1b2a4a
#e7eaf0
Red is used for primary actions and emphasis. Blue is used for structure, navigation, and stability. Neutral tones support readability.
Typography
- Primary System Font: System UI / Helvetica / Arial stack
- Headings: Bold weight, tight letter spacing
- Body Text: 16px–18px, comfortable line height
- Buttons: Upper confidence tone, strong weight
Messaging & Tone
Pursue communicates with clarity and structure.
- Measured, not hype-driven
- Structured and outcome-focused
- Supportive but performance-oriented
- Professional and precise
Avoid exaggerated claims. Emphasize preparation, readiness, measurable progress, and alignment.
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 Content remains unpublished until reviewed and approved.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
| Field | Type | Required |
|---|---|---|
| title | string | ✔ |
| content | HTML string | ✔ |
Response
{
"id": 123,
"slug": "example-article"
}Contact
For partnership approvals, content review, or API access, contact: brand@pursue.org