Know the Company — Brand Standards
Brand Do's & Don'ts
How to represent us correctly. Every time.
How to represent us correctly. Every time.
How you show up as a rep is how the brand shows up. Every email, every presentation, every conversation is a brand impression. This page tells you exactly what correct representation looks like and where the lines are.
Brand Architecture
Four Brands. One Company. Know the Difference.
Chalk & Eraser is the parent company. Flavorful Foundations is the curriculum ecosystem. The Digital Kitchen and Instructional Kitchen are the platforms. Each has its own visual identity, color palette, and correct usage. Do not mix them up in materials or conversation.
Chalk & Eraser™
Parent Company
Deep Purple #5a2e78
Cyan #1db3c4
Steel Blue #42759d
The umbrella brand. Used when speaking about the company itself, in contracts, proposals, and formal communications. The wordmark always appears with the ™ symbol. Never abbreviate to "C&E" in writing.
Flavorful Foundations®
Curriculum Ecosystem
Orange #e87722
Golden Yellow #f5a623
Cream #fdf6ec
The flagship curriculum product. Used in all curriculum-facing materials, district presentations, and student or teacher-facing contexts. Uses the ® symbol — it is fully registered.
Digital Kitchen™
Student & Teacher Platform
Orange #e87722
Golden Yellow #f5a623
The Moodle-based LMS. The "K" mark uses an orange to golden yellow gradient. Used when speaking specifically about the platform in IT conversations, onboarding, or platform demos. Always ™, never ®.
Instructional Kitchen™
Professional Development Platform
Deep Purple #5a2e78
Cyan #1db3c4
The professional development platform. The "K" mark uses a purple to teal gradient. Used in teacher PD conversations, district PD proposals, and coaching contexts. Always ™, never ®.
Logo Usage
How to Use the Logos. How Not to.
The logos are the most visible part of the brand. Using them incorrectly undermines credibility and weakens the trademark. These rules apply any time a logo appears in a document, presentation, email signature, or any other rep-generated material.
✓ Do
✓
Use logos on dark or white backgrounds only. The Chalk & Eraser wordmark and the "K" marks are designed for dark or white backgrounds. Do not place them on busy patterns, competing colors, or photos without a clean field.
✓
Maintain clear space around all logos. Do not crowd a logo with text, other images, or design elements. Give it room to breathe — at minimum, the height of the logo mark itself on all sides.
✓
Use the correct logo for the correct brand. The Digital Kitchen "K" (orange) and the Instructional Kitchen "K" (purple/teal) are not interchangeable. Use the right mark for the right context.
✓
Use approved logo files only. Always pull logos from the brand asset library. Do not screenshot, crop, or recreate logos from other materials.
✓
Always include the ™ or ® symbol when placing a logo in any document or presentation, consistent with each mark's registration status.
✗ Don't
✗
Never stretch, distort, or rearrange any logo. Logos are used at their designed proportions. Changing the aspect ratio or repositioning elements is not permitted.
✗
Never recolor a logo. The Flavorful Foundations logo is orange and gold. The Chalk & Eraser wordmark uses its approved colors. Do not apply brand colors from one brand to another brand's mark.
✗
Never place a logo on a clashing or low-contrast background. The "K" marks are on black backgrounds in their source files for a reason. Do not drop them onto colored backgrounds without checking contrast.
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Never use the Digital Kitchen "K" to represent Instructional Kitchen or vice versa. They are separate brands with separate marks. Swapping them creates confusion in district and partner materials.
✗
Never create your own version of any logo, including text-only recreations, informal lockups, or any combination of brand elements not in the approved asset library.
Brand Colors
Use the Right Colors for the Right Brand.
Chalk & Eraser and Flavorful Foundations operate with distinct color palettes. In rep-created materials, the palette you use signals which brand you are representing. Do not blend the two. All brands use Poppins as the universal typeface across all weights — Light, Regular, Medium, SemiBold, Bold, and ExtraBold. Never substitute another font in any rep-generated material.
Chalk & Eraser™ — Company Colors
Deep Purple
#5a2e78
Cyan
#1db3c4
Steel Blue
#42759d
White
#ffffff
Near Black
#1a1a1a
Use these colors in company-level materials: proposals, contracts, the Chalk & Eraser website, the Instructional Kitchen platform, and any communication representing the parent company.
Flavorful Foundations® — Curriculum Colors
Orange
#e87722
Golden Yellow
#f5a623
Yellow
#f9d000
Cream
#fdf6ec
White
#ffffff
Near Black
#1a1a1a
Use these colors in curriculum-facing materials: lesson samples, student resources, teacher editions, district curriculum presentations, and anything that carries the Flavorful Foundations name.
✓ Do
✓
Use Chalk & Eraser purple and cyan for company-level proposals, contracts, and platform materials.
✓
Use Flavorful Foundations orange and gold for curriculum presentations, sample packets, and teacher-facing materials.
✓
When in doubt, default to Chalk & Eraser colors for anything that does not clearly belong to a specific sub-brand.
✗ Don't
✗
Never place the Flavorful Foundations logo on a purple background or pair it with Chalk & Eraser colors. The brands are visually distinct for a reason.
✗
Never use off-brand colors, including grays, teals outside the palette, or any color not in the approved swatches above, in rep-generated materials.
✗
Never mix the two palettes in the same document unless the document is specifically designed to show the brand relationship (such as this page).
Trademark Symbols
™ vs. ® — and Why It Matters Every Time You Write a Name.
Every time a brand name appears in writing — in an email, a proposal, a slide, a social post — the correct trademark symbol must appear after it. This is not optional and it is not pedantic. It is part of protecting the brand's legal standing.
✓ Do
✓
Write Flavorful Foundations® and SPICE & Sprinkles® with the registered mark every time. These are fully registered trademarks.
✓
Write all other brand and framework names with ™ every time: Chalk & Eraser™, Digital Kitchen™, Instructional Kitchen™, SAVOR the Text™, and so on.
✓
Use the symbol on first mention in any document. If the name appears multiple times in a long document, the symbol on first use is the minimum standard.
✓
Use the symbol in email signatures, slide decks, proposals, and printed materials. Anywhere the brand name appears in a professional context.
✗ Don't
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Never write a brand or framework name without any symbol. "Flavorful Foundations" with no mark is incorrect in any professional document.
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Never use ® for pending marks. Only Flavorful Foundations® and SPICE & Sprinkles® carry ®. Using ® on a pending mark misrepresents its legal status.
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Never omit symbols in digital communications because it feels informal. An email to a district contact is a professional document. The standard applies.
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Never use parenthetical (TM) or (R) as substitutes. Use the actual symbols: ™ and ®.
Tone & Language
How We Sound. In Every Conversation.
The Chalk & Eraser brand voice is confident, direct, and warm. It respects the intelligence of educators without being academic or stiff. It takes the work seriously without being heavy. These tone cards give you the range.
Be This
Confident, Not Boastful
"The SOR alignment is structural. It lives in the lesson design. I'd encourage you to look at the materials and evaluate it yourself."
Lead with what you can prove. Invite scrutiny rather than deflecting it. The product holds up.
Be This
Direct, Not Pushy
"Most districts are buying a separate writing program. With Flavorful Foundations, writing is already built in. That is one less vendor."
State the value clearly and let the educator draw their own conclusion. Reps who push lose the room. Reps who inform earn trust.
Be This
Warm, Not Casual
"We built this curriculum for every learner. That is not a marketing line — it is the reason the culinary theme exists. Food is universal."
Warmth and professionalism are not opposites. The brand is both. Match the tone of the room but never drop below professional.
Not This
Never Apologetic
"I know we are a smaller company, but we really think the curriculum is pretty good and most teachers seem to like it..."
Do not apologize for the company's size, newness, or anything else. The quality of the work speaks. Lead with that.
Not This
Never Overpromising
"This curriculum will fix your reading scores, close your achievement gap, and your teachers will love every minute of it."
Never promise outcomes you cannot guarantee. Speak to what the curriculum is designed to do and how it is built. Results take implementation.
Not This
Never Informal in Writing
"Hey! Just checking in lol — did you get a chance to look at the stuff I sent over? Let me know!"
Every written communication is a brand impression. Warm is correct. Unprofessional is not. Read your emails before you send them.
The Culinary Theme
How to Describe It. Why It Matters.
The culinary theme is the most distinctive visual and linguistic element of Flavorful Foundations. Reps need to be able to explain it with conviction — and avoid the two most common mistakes: dismissing it as "just a theme" or overselling it as a gimmick.
The Right Frame
The Theme Is Instructional. Not Decorative.
The culinary theme in Flavorful Foundations was chosen for a specific reason: food is culturally universal, warm, and present in every community regardless of background. The framework names — SAVOR the Text, Word Work Pantry, Flavor Gaps, Socratic Seasonings — are not window dressing. They are a consistent instructional language that students and teachers carry from kindergarten through 12th grade. The theme creates shared vocabulary across a school. It gives students a memorable framework for thinking about reading and writing that does not feel clinical or disconnected from their lives. That is a design decision, not a branding shortcut.
✓ Say This
✓"The culinary theme creates a consistent instructional language across every grade level. Students use the same framework names from kindergarten through 12th grade — the theme is what makes that continuity stick."
✓"Food is culturally universal. Every student, regardless of background, has a relationship with food. That is not an accident — it is why the theme was chosen."
✓"The theme is instructionally meaningful, not decorative. The framework names describe exactly what students are doing — savoring a text, identifying flavor gaps in their understanding."
✗ Never Say This
✗"It is kind of like a cooking theme — just to make it more fun for kids." The theme is not about fun. It is about building a shared, durable instructional language. Never reduce it to a novelty.
✗"Some people think it is a little gimmicky but the actual content is solid." Never preemptively apologize for the theme or distance yourself from it. If you do not believe in it, a district will not either.
✗"We can call the frameworks whatever your district wants." The names are trademarked and the language is part of the system. The framework names are not negotiable or interchangeable.
Competitor Language
What Not to Say About Other Programs.
Reps will be asked directly how Flavorful Foundations compares to other literacy programs. There is a right way and a wrong way to answer. The wrong way creates liability and makes the brand look insecure. The right way is confident, factual, and focused on what we do.
The Rules
Win on Merit. Never on Mud.
You will be asked about Amplify, Benchmark, 95 Percent Group, Heggerty, and others. Here is how to handle those conversations with integrity.
✗
Never name a competitor and say something negative about them. "Unlike Amplify, we actually..." is not a sentence a Chalk & Eraser rep completes. It looks unprofessional and creates legal risk.
✗
Never say a competitor's product "doesn't work," "isn't real SOR," or "is just a cash grab." You do not know what outcomes another district has had. Stick to what you know about our product.
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Never speculate about a competitor's pricing, quality, or legal standing if a prospect asks. Redirect to what Flavorful Foundations offers and why it is the right choice.
✓
When asked to compare, lead with differentiation, not dismissal. "What makes us different is that reading and writing are fully integrated — one program, K-12, with a framework students carry the entire way through."
✓
If a district is currently using another program, ask about their experience first. "What has been working well? What are the gaps?" Let their words do the comparison work. Then show how FF addresses what they are missing.
✓
When pressed for a direct comparison, it is acceptable to say: "I am not the right person to evaluate their program. What I can do is walk you through ours in detail so you have what you need to make the comparison yourself."
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