ClearFrank Identity system · 2026

The corporate–consumer axis

One name, spoken at eight different volumes.

ClearFrank has to sell the same promise to a network's commercial director and to someone standing in a kitchen with a cracked iPhone. These eight plates are that promise, tuned from one end of the room to the other — ClearFrank for the contract, clearfrank.com for the hand-over, CF for the home screen.

01 Corporate

The signature.

Contract covers, the NDA, the data room, the footer of anything that gets signed. This is the only lockup with the descriptor attached.

ClearFrank CLEARFRANK.COM The verified trade-in front end. Phonecheck-anchored. Price-locked. United Kingdom.

Clear light, Frank bold. The weight break says the whole thing before anyone reads a word of copy — one half of the name is a claim about the price, the other is a claim about the conversation.

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02 Corporate

The invitation a network actually opens.

Front page of the MNO one-pager, the partnership deck, the investor pre-read.

ClearFrank NETWORK PARTNERSHIP INVITATION Verified trade-in, in front of your network. We change the front of your customer’s trade-in journey. Your processing partner downstream stays exactly as it is. 01 — DIAGNOSTIC Phonecheck-verified before a price is shown 02 — UNDERWRITING The quote is locked we cover any re-grade gap 03 — SCOPE Nothing downstream moves your processor, your margins CLEARFRANK.COM

The restraint is the argument. ClearFrank is asking a network to change one thing — the front of the journey — and everything downstream stays where it is. A cover that shouts would contradict the offer inside it.

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03 Foundation

A C that never closes. An F that finishes outside it.

Construction, colourways, the scale ladder down to 16px, and the palette. Sits underneath all three registers rather than on the axis.

THE CF MARK — CONSTRUCTION A C that stays open. An F that speaks through it. The counter is deliberately unclosed — clear, not sealed. The F’s bars break the aperture and finish outside the circle: the frank part doesn’t stay politely inside. STROKE 12/100 · RADIUS 30/100 · APERTURE 110° · CLEAR SPACE = STROKE WIDTH × 2 COLOURWAYS PRIMARY REVERSED MONO / CONTRACT DARK SCALE — 96 / 64 / 40 / 28 / 16 PX PALETTE Ink #0B1220 Deep #1D4ED8 Blue #2563EB Guarantee #16A34A Soft #EAF1FF Paper #FFF THE VERIFIED BADGE Detachable. It marks a state, never the logo. Green appears only where ClearFrank has committed — a device tested, or a price locked. It is never applied to the wordmark, the app icon, a cover or a nav bar, and it is not shipped inside the logo file. Where it overlaps artwork it takes a knockout ring in the surface colour. DISC 26/100 OF THE MARK · KNOCKOUT RING ×1.31 · MINIMUM 16 PX — BELOW THAT, DROP IT ON THE MARK STANDALONE Verified by ClearFrank Price locked IN CHIPS

The counter stays open — clear, not sealed — and the F's bars break the aperture and end past the circle, because the frank half of the name doesn't stay politely inside. It still reads as CF at favicon size, which was the constraint the whole shape was drawn against. The verified badge is documented here too — green disc, white tick, detachable, and never shipped inside the logo file.

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R Requested by Sav · 27 Aug

Three ways to get a tick, and what each one costs.

Sav asked for a tick inside the C, a closed circle, and the mark set to the right of the wordmark. All three are drawn here rather than argued about.

REQUESTED — A TICK, A CLOSED FORM, AND THE MARK ON THE RIGHT A · TICK A0 · CURRENT The mark as it stands. A1 · TICK INSIDE THE C Clearest read. The F is gone, so it is no longer a CF monogram. A2 · TICK AS A BADGE The only way to keep CF and have a tick. Use it on verified states only. A3 · A1 AT 96 / 56 / 32 / 18 PX The tick survives small better than the F does. That is the real argument. B · CLOSED FORM B1 · FULL CIRCLE + F Solid and contained, but it is now an O, not a C. B2 · FULL CIRCLE + TICK Reads instantly — and looks like every other verification badge. C · MARK ON THE RIGHT ClearFrank CURRENT ClearFrank MARK RIGHT, AFTER THE K On the right the mark stops being a logo and starts behaving like a stamp — it signs the name off. Worth keeping as the second lockup for certificates and quote footers. Decided 30 Aug — A0 + badge. The mark is unchanged; the tick becomes a detachable verified badge. I drew the compromise — an F whose foot kicks up into a tick — and it collapses into a black wedge at any real size. So either A1 (tick wins, wordmark carries the F) or A0 + A2 (CF wins, tick is a badge). Closing the circle costs the one idea the shape carries.

Decided 30 Aug: A0 + badge. The mark is unchanged and the tick becomes a detachable green badge — specified on plate 03 and now applied across 02, 04, 05, 06, 07 and 08. Plate 01 deliberately carries none: the signature stays clean. What settled it is that the tick and the F cannot share the counter — the compromise, an F whose foot kicks up into a tick, collapses into a black wedge at any real size. Closing the circle would have spent the one idea the shape carries. The mark on the right is kept as a second lockup, for certificates and quote footers.

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04 Partner

The bit that goes on someone else's page.

Recycler sites, retailer counter cards, a network's own trade-in flow. It certifies the quote, not the partner.

PARTNER LAYER — TRUST MARKS FOR RECYCLERS, RETAILERS AND NETWORKS VERIFIED PANEL MEMBER · PRICE-LOCKED QUOTE · PHONECHECK-ANCHORED · ClearFrank PANEL STANDARD Price locked at quote If the device is re-graded downstream, ClearFrank covers the gap. Settled within 48 hours. The partner never absorbs the difference. Verified before valued IMEI, battery health, screen and functional tests captured remotely on the customer’s own device — before any number is shown. Verified by ClearFrank Quote guaranteed Panel member USAGE The seal is for partner-owned surfaces — a recycler’s site, a retailer’s counter card, a network’s trade-in page. It certifies the quote, not the partner’s wider business. Minimum width 120 px. CLEARFRANK.COM

The seal is the only circular element in the system, and that is deliberate: it has to be recognised at a glance on a page ClearFrank doesn't control. The two badges under it carry the actual commitments — verified before valued, and the gap covered within 48 hours if the device is re-graded.

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05 Partner

Where the register changes hands.

The public site — header, hero, the search that starts a real quote.

clearfrank.com ClearFrank How it works Trust network Get a price Get my quote Diagnostic-verified pricing Sell your phone. Get a guaranteed price. The number you’re shown is the number you get. No haggling, no surprises. Device description e.g. Apple iPhone 14 128GB Search Three real deals compared — recycler, retailer, network. Verified before you post anything.

This plate is the hinge of the series. Same blue, same mark, same promise — but the serif drops away, the sentences get shorter, and the first thing on screen is a box you type a phone into rather than a paragraph about integration flows.

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06 Consumer

CF, for people who already know the name.

App icon, favicon, avatar, the corner of a quote PDF, the chip on a partner's page.

CONSUMER LAYER — THE CF APP MARK ClearFrank iOS / Android · 1024×1024 master VARIANTS DARK LIGHT VERIFIED STATE ClearFrank HORIZONTAL LOCKUP ON A HOME SCREEN ClearFrank CF is the short form. The badge is never part of it. Use the monogram alone where the name is already understood: app icon, favicon, avatar, the corner of a quote. The green badge rides on top only while something is verified.

Four colourways, all blue or mono — the badge is deliberately not one of them. It rides on top of the icon while something is verified and comes off again, which is exactly what keeps it meaning something. The monogram is shorthand, never a signature: anywhere a customer meets ClearFrank for the first time, the full wordmark or the full URL leads.

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07 Consumer

The screen the whole business exists to produce.

The customer-facing quote — three real offers, one locked price, verified on the customer's own device first.

ClearFrank The number you see is the number you get paid. We test your phone before we price it. Then we lock the price. No re-grade, no renegotiation, nothing knocked off after you post it. Get my price Takes about two minutes Verified on your own device Three real offers, side by side CLEARFRANK.COM Apple iPhone 14 128GB Working · verified 27 Aug Locked YOUR THREE OFFERS Cash today Recycler · paid on arrival £312 In store Retailer · +20% if you bring it in £374 Bill credit Your network · £39/mo for 12 months £468 BEST VALUE Illustrative figures. Your quote is built from your device’s own test results.

Everything upstream is in service of this moment. Cash, in-store and bill credit sit side by side with nothing hidden behind a tab, and the green Locked chip is the payoff for the diagnostic that ran before any number appeared. Figures shown are illustrative.

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08 Consumer

The only place the tone sharpens.

Social and paid for the Downgrade Tax launch — the campaign that names the gap between the quote and the payment.

CONSUMER LAYER — CAMPAIGN TILES THE DOWNGRADE TAX Quoted £300. Paid £90. It happens after you’ve posted the phone. Price locked. Or we pay the difference. CLEARFRANK.COM Frankly, that’s what it’s worth. Tested first. Priced second. Paid in full. ClearFrank Two words, and the whole promise is in them: clear about what your phone is worth, frank about what you’ll be paid. CF The campaign tiles are the only place the tone sharpens. Everywhere the customer is actually transacting, the voice returns to plain and calm — the point is that we are not shouting.

Three tiles, three temperatures: the accusation in ink, the promise in blue, the reassurance in green. Then the voice goes back to plain, because the point of the campaign is that we are not the ones shouting.

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Holding it together

Four rules that make the eight look like one.

The weight break is the wordmark

Clear light, Frank bold — always. Never both weights equal, never all caps, never letterspaced. The break is doing the work of a tagline.

Green only ever means guaranteed

#16A34A marks a state ClearFrank stands behind — a device verified, or a price locked. It never decorates, and it never joins the logo.

Serif goes up, sans comes down

The serif belongs to documents that get signed. The closer the surface gets to a customer, the more the type flattens into plain sans and the sentences get shorter.

CF never signs anything

The monogram is shorthand for people who already know the name. First contact always gets the full wordmark, or the full URL.