BRAND GUIDELINES JANUARY 2017
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1 BRAND GUIDELINES JANUARY 2017
2 GETTING AROUND Page Section 01 - Our Logo 02 - Logo Don ts 03 - Our Colors 04 - Our Typeface 06 - Our Art Style 06 - Pictures 07 - Call to Action Buttons 08 - Social Media Post Templates 09 - Merchants 10 - Vendors BRAND ASSETS Ensure accuracy by downloading the most recent color-corrected files in CMYK and RGB from CASHU Brand Assets.
3 01 Our Logo The CASHU logo is in CASHU Blue, Red, and Yellow on a white background. Only use solid white or greyscale versions when color is not an option. The colored logo is our most recognized asset, and to aid comprehension, we use that version wherever possible. The white and greyscale versions are only to be used if necessary due to color restriction or background color. CASHU Logo Permitted Variations When using the CASHU name as text (in a title or paragraph) make sure to use all caps, as following: CASHU CASHU in Arabic is written as كاش يو following: These variations are only to be used if necessary due to color restriction or background color. Greyscale is only to be used in print when colored printing isn t an option.
4 01 Our Logo The CASHU logo is in CASHU Blue, Red, and Yellow on a white background. Only use solid white or greyscale versions when color is not an option. The colored logo is our most recognized asset, and to aid comprehension, we use that version wherever possible. The white and greyscale versions are only to be used if necessary due to color restriction or background color. When using the CASHU name as text (in a title or paragraph) make sure to use all caps, as following: CASHU CASHU in Arabic is written as كاش يو following: Clear Space Minimum Sizes 100px 35mm Clear Space Clear space is the minimum area around the logo that should remain clear of text and other graphic elements. This makes the logo visible and prevents it getting mixed with other visual elements. The size of the clear space is 50% of the height of the letter H. Minimum Logo Size - Digital Don t make the logo smaller than 100px wide in digital executions. Minimum Logo Size - Print For print use, the logo should never be reduced below the minimum width of 35mm.
5 02 Logo Don ts The CASHU logo should never be altered in any manner. Abiding by the listed Do s and Don ts will help maintain a consistant look and feel across all platforms. What Not To Do X X X X X Use old versions of our logo Distort or skew the logo Colorize the U Change logo proportions Change the colors or order of colors X X X X Try Today Place logo on image Add effects or strokes Unify the colors in anything other than white Use logo within a sentence
6 03 Our Colors CASHU s colors are CASHU Blue, Red, Yellow and Grey, these should always be considered as the primary colors. CASHU Grey is to be used very sparingly in the overall design and mainly used for text (titles and paragraphs) The left side of the circles are RGB CASHU colors which are only to be used for digital assets, and on the right are the assigned Pantone colors for all print assets. CASHU Colors CASHU Blue #00ADEE 0, 173, 238 Pantone 2995 C #00A9DF 80, 12, 1, 0 Tints & Tones CASHU Red #E93A26 233, 58, 38 Pantone 179 C #E33E36 4, 91, 91, 0 CASHU Yellow #FFC , 198, 39 Pantone 116 C #FFCC20 0, 18, 100, 0 CASHU Grey #1C1C23 28, 28, 35 Pantone 433 C #1E252B 79, 68, 58, 67 Gradients are permitted but only by using the tints and tones of our 4 colors Blue Tint #33BDF1 Red Tint #ED6151 Yellow Tint #FFD152 Grey Tint #49494F Blue Tone #008ABE Red Tone #BA2E1E Yellow Tone #CC9E1f Grey Tone #16161C
7 04 Our Typefaces Montserrat and Cairo are the CASHU brand typefaces for English and Arabic. Both typefaces are clean, and contemporary and work well in both weights and font sizes. To reinforce consistency in our design, please follow these general guidelines listed with each typeface. English Montserrat Bold is used for English Headings and Titles, while Regular is used for Body Copy and Paragraphs for both Web & Print. Aa Montserrat Bold Aa Montserrat Regular Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz ,. : ;?! Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz ,. : ;?! Arabic Cairo Bold is used for Arabic Headings and Titles, while Regular is used for Body Copy and Paragraphs for both Web & Print. Cairo Bold Cairo Regular ا ب ت ث ج ح خ د ذ ر ز س ش ص ض ط ظ ع غ ف!? ; :., - ق ك ل م ن ه و ي ا ب ت ث ج ح خ د ذ ر ز س ش ص ض ط ظ ع غ ف!? ; :., - ق ك ل م ن ه و ي اب اب
8 05 Our Art Style Illustrations improve user comprehension and, when appropriate, inject friendliness and humanity. These 2 styles are intended to help get our message across to our users while maintaining consistent brand experience across user journeys and marketing touch points. Illustration Styles Illustrations should be paired with content to aid in the user s comprehension of that content or to emphasize a certain tone in your design. Illustrations support messaging, It is okay to be metaphorical but it is critical to ensure a proper tone and voice when using illustrations. Flat Lines
9 06 Pictures Imagery is important in delivering certain messages to our users, and the key to using stock photography is searching for unique and compelling images that are relevant to our brand and our message without looking cliché. Use of Pictures With the aid of content our users should be able to immediately recognize who we are as a business and what services we can provide them with. Choose photos that reflect the personality of CASHU, uplifting, fun, and versatile. CASHU serves people from all strands of life, so our image should reflect diversity in ethnicity, age, locale and situations. CASHU colors are vibrant and fun, try including one (or more) of them in the photo you choose to use. Follow these guidelines to ensure a consistent and fresh look that represents who we are as a brand. What not to use: Photo of woman dressed immodestly Photos with lots of bright or saturated colors Photo with expressions of frustration or anger Photos that were posed or shot in a studio with models Photos with cluttered backgrounds, or busy compositions
10 07 Call To Action Buttons The language used on a call to action buttons should be as straightforward and simple as possible. We want visitors to know with just a glance exactly what they ll get when the click on a button. If they question it, that means they ve paused, which can lead to lower conversion rates. Given that each campaign will most probably need its own message, thus it s not a one-size-fits-all approach, we can only suggest using the following specs to maintain consistency in marketing campaigns. Call To Action Specifications (ENGLISH) Single Line CTA: Double Line CTA: 8 px 8 px Font: Monserrat Bold Font size in example: 15pt Arrow: Height: 10px Width: 8px Rounded Rectangle: Corner Radius: 4px Color: Any of the 4 CASHU colors, or white. Button must stand out against the background of the banner or section. 20 px Start Now 10 px 20 px 15 px 15 px Get the Latest Offers 15 px 15 px 10 px 10 px 10 px
11 07 Call To Action Buttons The language used on a call to action buttons should be as straightforward and simple as possible. We want visitors to know with just a glance exactly what they ll get when the click on a button. If they question it, that means they ve paused, which can lead to lower conversion rates. Given that each campaign will most probably need its own message, thus it s not a one-size-fits-all approach, we can only suggest using the following specs to maintain consistency in marketing campaigns. Call To Action Specifications (ARABIC) Single Line CTA: Double Line CTA: 6 px 8 px Font: Cairo Bold Font size in example: 14pt Arrow: Height: 8px Width: 6px Rounded Rectangle: Corner Radius: 4px Color: Any of the 4 CASHU colors, or white. Button must stand out against the background of the banner or section. 15 px 15 px اعرف المزيد 15 px احصل على أفضل العروض 20 px 10 px 20 px 15 px 10 px 10 px 10 px
12 08 Social Media Post Templates This template should be used for social posts revolving around CASHU, its products and any services it provides whether they be internal services or partnerships with our merchants, vendors, and partners. 2 versions of this template are available for download SM-Template-1: Should be used for CASHU services and products SM-Template-1B: Should be used for merchant related posts (with their logo) Template 1 CASHU Logo: 20px margin on both top and left sides of logo Hashtag: 30px margin on both right and bottom sides of logo Border / Mask: Color of border should never be changed and should always be white Client / Partner Logo: Should always be placed in the bottom right corner replacing the hashtag (30px margin, same as the hashtag) Download Template: For further specs and to ensure accuracy, download the most recent templates from CASHU Brand Assets (link below) Brand Assets: cashu.com/about-us/brand-assets
13 08 Social Media Post Templates This template should be used for social posts revolving around game related releases and anniversaries. 2 versions of this template are available for download SM-Template-2: Should be used for new releases SM-Template-2B: Should be used for anniversary posts Template 2 CASHU Logo: 20px margin on both right and bottom sides of the logo Border / Mask: Color of border should never be changed and should always be white Product/Game Logo: We prefer the logo to be aligned to the center of the post (if possible) Download Template: For further specs and to ensure accuracy, download the most recent templates from CASHU Brand Assets (link below) Brand Assets: cashu.com/about-us/brand-assets Disclaimer: Watchdog visuals and logo used in this example are registered trademarks of Ubisoft Entertainment in the U.S. and/or other countries
14 09 Merchants CASHU on merchant sites CASHU Logo: It s always preferred that the colored CASHU logo is used on all merchant sites when possible, using the white logo is allowed but only in cases where the colored logo clashes with the merchant s brand colors or the website has a dark theme. CASHU in text: When referring to CASHU in plain text, the brand namein English must be written in all upper case letters, and in Arabic it كاش يو is written as two separate words Do not use older guidelines in regards to the way the brand name is written, such as (CashU or cashu) Pay with CASHU Button: When providing a checkout button on your site with CASHU as the payment method, below guidelines must be followed. Certain situations may be granted with an exception, but it must be communicated with the CASHU team for written approval. Download Template: To ensure accuracy, make sure to download the most recent branding assets and files from CASHU Brand Assets (link below) cashu.com/about-us/brand-assets ENGLISH Button ARABIC Button Pay With CASHU ادفع باستخدام كاش يو
15 10 Vendors CASHU on vendor sites CASHU Logo: It s always preferred that the colored CASHU logo is used on all vendor sites when possible, using the white logo is allowed but only in cases where the colored logo clashes with the vendor s brand colors or the website has a dark theme. CASHU in text: When referring to CASHU in plain text, the brand namein English must be written in all upper case letters, and in Arabic it كاش يو is written as two separate words Do not use older guidelines in regards to the way the brand name is written, such as (CashU or cashu) Buy CASHU Credit Button: When providing a checkout button on your site with CASHU as the payment method, below guidelines must be followed. Certain situations may be granted with an exception, but it must be communicated with the CASHU team for written approval. ENGLISH Button ARABIC Button Buy CASHU Cards اشتر بطاقات كاش يو Order CASHU Cards اطلب بطاقات كاش يو
16 10 Vendors CASHU on vendor sites CASHU Virtual Card: Virtual cards are what vendors use on their websites to represent CASHU credit in different amounts and denominations, the below cards should be used regardless of credit amount or denominations, either can be used, depending on which goes best with the layout and design of your website. The CASHU logo should never be used as an image placeholder for the CASHU virtual card. Download Template: To ensure accuracy, make sure to download the most recent branding assets and files from CASHU Brand Assets (link below) cashu.com/about-us/brand-assets Virtual CASHU Card
17 BRAND GUIDELINES - JANUARY 2017 For further inquiries and assistance please contact us at the below media@cashu.com
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