The mark was conceived as a literal touchpoint which facilitates the key interaction in the service experience.
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 have a darker, feel.
The phyllotactic structure of the mark suggests an expanding ecosystem of services and experiences, evokes biometric pattern recognition in general and the specificity of an iris.