The mark was conceived as a literal touchpoint which facilitates the key interaction in the service experience.
The brand provides a thread of coherence across physical and digital touchpoints and emphasizes the sense of seamless convenience at the heart of Clear's offer. The consumer experience of using Clear was considered holistically, encompassing a new kiosk casing and an environmental kit of parts.
The new brand was built around Clear's offer of transforming security from an onerous to a delightful experience
The brand voice modulates in tone to serve Clear's diverse stakeholders needs. In the web experience the consumer sections feel light and intimate while the enterprise sections are more serious and macro.
The phyllotactic structure of the mark suggests an expanding ecosystem of services and experiences, evoking biometric pattern recognition in general and the specificity of an iris.
"I have never seen a brand more unanimously loved after a change. From Caryn and the leadership team to our 500 ambassadors around the country, it has received rave reviews. You guys nailed it."
Joshua Jacobson, SVP of Brand and Strategy