BrandBook

Brand Foundations

Principles

Clarity

We make complex ideas easier to understand. Everything we create should feel simple, structured, and easy to use, helping people focus on what matters most.

Consistency

We build one connected brand experience. Across product, marketing, and communication, the brand should always feel coherent, recognizable, and aligned.

Designed for everyone

We create accessible and inclusive experiences. Our brand should be easy to read, understand, and use by as many people as possible. Accessibility is a core principle of how we design and communicate.

Voice & Tone

This section establishes a clear Tone of Voice framework for WIRIS (corporate), MathType (including ChemType and CalcMe), and Nubric (assessment). It defines how each product communicates and how we want our audience to perceive us.

Wiris

Wiris' tone of voice is clear, professional, and approachable. It communicates with confidence and expertise, ensuring audiences understand the value of its products and how they can be used across diverse educational, scientific, and professional contexts.

Its voice is inclusive and neutral, designed for a global and multicultural audience. It reflects deep expertise in mathematics and STEM, while remaining accessible, empathetic, and close to its users. Wiris combines technical precision with an academically friendly approach, making complex concepts easy to understand without losing rigor.

At the same time, it reinforces reliability and trust, positioning Wiris as a robust, interoperable solution that integrates seamlessly into diverse environments. Its tone reflects constant evolution and ubiquity, showing that its products are designed to support teaching, learning, and professional work wherever STEM happens.

Guidelines

Clear and approachable → We communicate in a clear and straightforward way, making complex mathematical ideas easy to understand. Our tone is approachable, human, and empathetic, helping users quickly see how our products fit into their workflows and support them in a natural, accessible way.
Professional and expert → We speak with deep knowledge of mathematics, STEM, education, and technology. Our voice is academic-friendly and precise, demonstrating expertise through clarity and rigor.
Inclusive and global → We communicate to a diverse, multicultural audience. Our tone is neutral, respectful, and accessible, ensuring our message works across different regions, languages, educational realities, and cultural contexts.
Interoperable and adaptable → We present ourselves as a solution that works seamlessly across platforms and environments, showing flexibility and ease of integration without overcomplicating the message.
Reliable and trustworthy → Our tone conveys consistency and confidence. We present Wiris as a forward-looking leader in the sector. We communicate continuous evolution and innovation, while maintaining reliability.
Math and STEM-driven → Our tone reflects genuine understanding and affinity with users who work with mathematics and STEM, reinforcing credibility and connection without being informal.
Ubiquitous and relevant → We communicate in a way that shows Wiris can be useful wherever STEM happens, always highlighting practical impact.

MathType

MathType's tone of voice is specialized, descriptive, and confident, with a clear "smart" and technical personality. It speaks to an expert audience familiar with mathematics and scientific notation, enabling precise, concise, and straightforward communication. At the same time, it remains accessible and focused on usability, reinforcing that MathType is both powerful and easy to use.

MathType is a modern, evolving, and complete solution for mathematical notation. It communicates leadership through expertise and clarity, not through marketing language. Its voice reflects professionalism, trustworthiness, and deep domain knowledge, positioning MathType as the reference tool in its field.

Whether communicating releases, updates, discounts, specialized content, or industry presence, MathType prioritizes clarity, usefulness, and efficiency.

Guidelines

Descriptive and clear → We explain what has changed, what's new, and how it impacts the user. Communication is structured, precise, and focused on functionality and value.
Modern and evolving → We present MathType as a next-generation product that continues to adapt to new technologies and user needs, while maintaining the simplicity and reliability users expect.
Complete and adaptable → We highlight MathType as a comprehensive solution that integrates seamlessly into different workflows, platforms, and professional contexts.
Leader and trustworthy → We communicate with authority and confidence, positioning MathType as a reference in mathematical notation. Leadership is expressed through expertise, consistency, and product excellence.
Professional and smart → Our language is technically accurate and specific. We assume a high level of knowledge and avoid unnecessary simplification, while ensuring clarity at all times.
Accessible and easy to use → Even when addressing complex concepts, we reinforce that MathType makes advanced notation simple and intuitive.
Nerd, with purpose → We use subtle mathematical references or intelligent cues to connect with our audience and reinforce community.

Assessment (WirisQuizzes and Nubric)

Wiris assessment’s tone of voice is modern, academic, and descriptive. It assumes an understanding of mathematics within its target audience, allowing communication to be clear, rigorous, and direct, while remaining approachable and easy to engage with. Math comes first: always focused on real classroom practice, turning them into practical, action-oriented, and easy-to-understand messages.

It communicates with confidence and expertise in math practice, teaching, and assessment, positioning itself as a trustworthy reference within the education sector and in conversations around its emerging challenges.

Guidelines

Clear, descriptive, and simple → We communicate product value with clarity and consistency: we explain what things do, how they work, and why they matter. Complex mathematical and pedagogical ideas are translated into practical, action-oriented messages that always highlight tangible benefits for teachers and institutions. The communication reflects depth, accuracy, and pedagogical rigor, without unnecessary complexity.
Leading and trustworthy → We position Nubric as a reference within the education sector and in conversations about its evolving challenges. Leadership is expressed through expertise, clarity, and a consistent commitment to improving math learning and assessment.
Teacher-empowering and learning-driven → We focus on how our product supports meaningful learning, not just grading or scoring. The tone reinforces teachers' professional judgment and helps them make informed decisions.
Practical and time-saving → We emphasize efficiency and ease of use. Nubric is presented as robust, reliable, and integrated into existing workflows, helping educators save time while maintaining consistency and quality.

Accessibility Principles

Introduction

Accessibility is a core principle of Wiris. We are committed to creating digital experiences that are usable by everyone, regardless of ability, context, or technology.

Our approach aligns with global standards such as World Wide Web Consortium’s Web Accessibility Initiative and guidelines like Web Content Accessibility Guidelines and EN 301 549. These frameworks help ensure that our products are inclusive, consistent, and future-proof.

Accessibility is not a feature—it is a continuous commitment embedded in how we design, build, and evolve our products.

At its foundation, accessibility is guided by four principles:

Perceivable → Content must be presented in ways users can recognize and interpret.
Operable → Interfaces must be usable across input methods (keyboard, touch, assistive tech).
Understandable → Information and interactions must be clear and predictable.
Robust → Experiences must work reliably across devices, browsers, and assistive technologies.

What we do

We embed accessibility into every stage of the product lifecycle—from design to development and testing.

Design inclusively → Clear, consistent interfaces with accessible contrast, meaningful labels, and simple language
Build accessibly → Components with semantic structure, keyboard support, and adaptability across devices and user preferences
Test continuously → Combine automated checks, manual audits, and testing with assistive technologies and diverse users

By designing for a wide range of abilities and contexts, we create experiences that work better for everyone.

Our Roadmap

Accessibility is an ongoing journey. We are committed to continuously raising our standards and expanding our capabilities.

Short term

Ensure all core components meet WCAG 2.2 AA standards
Fix known accessibility issues and improve documentation
Provide clear guidelines and usage examples for teams

Mid term

Scale accessibility testing across all products and platforms
Expand tooling and automation for design and development workflows
Increase training and support for designers, developers, and content creators

Long term

Embed accessibility fully into our design and engineering culture
Co-create with people with disabilities through research and testing
Continuously evolve our system to meet emerging standards and technologies

Accessibility is a shared responsibility. By making it part of our foundation, we ensure our products are not only compliant, but truly inclusive, usable, and valuable for everyone.