Visual Identity and Messaging Guidelines

Transcription

1 Visual Identity and Messaging Guidelines Understanding and Managing Our Identity Version 1.3 December 2013

2 Contents These guidelines introduce the Outerwall TM brand and outline the basic rules for using its visual identity element and messaging. Follow these guidelines when presenting the Outerwall brand to help ensure the visual clarity and consistency of our brand. All layouts shown in this document are notional, demonstrating potential communications created with the visual identity elements. For any questions regarding the Outerwall brand identity or these guidelines, contact MESSAGING 3 Introduction 4 Our brand story 5 Voice 6 Voice in action VISUAL SYSTEM 17 Secondary color palette 18 Typography 19 Graphic motif 20 Examples of the brand in action LOGO 8 Logo overview 9 Logo color palette 10 Vertical logo version specifications 11 Horizontal logo version specifications 12 Logo placement 13 Small, regular & large size symbol 14 Solo symbol don ts 15 Logo don ts SIGNATURE SYSTEM 22 Line of business descriptors 23 Logo train 24 Contact and Review 2

3 Messaging Introduction Messaging is an important component of brand identity. Everything we say says something about who we are. In the same way a visual identity is created using a set of tools including color, typography, imagery, and graphic motifs our verbal identity is shaped by what we choose to say (core messages) and how we choose to say it (voice). 3

4 Messaging Our brand story TM Welcome to Outerwall We re the surprise and delight just around the corner. The smile that comes when people discover a simpler way. The aha moment that happens on the cusp of what s possible. And there s a little bit of magic in what we do. We reimagine empty spaces and transform them into opportunities. We fill the gap between brick and mortar and ecommerce with new channels, new experiences, new businesses. We focus on people to create a better everyday. It s better for the growing numbers who appreciate automated retail s convenience and value. It s better for retailers and brand partners who benefit from increased traffic, revenue and loyalty. It s better for employees who can proudly say they re building one of the fastest-growing companies in the world. Everyday is better for people because we share a commitment to break through barriers, reach beyond limits and shape new dimensions. It s better because we never stop believing it can be. 4

5 Messaging Voice Our brand voice extends the brand pillars into a distinctive palette of verbal expression. The pillars become attributes of the voice that can be emphasized or de-emphasized in messaging depending on the audience, channel and objective of each piece of communication. brand pillar INVENTIVE IT SOUNDS... IT IS... IT ISN T... Bright and active Smart Aspirational Curious Academic Dreamy Aloof INTUITIVE Like plain language Simple Everyday Logical Basic Too casual Dry INCLUSIVE Welcoming and warm Considerate Relatable Engaging Passive Chatty Overwhelming 5

6 Messaging Our voice in action Before developing copy, review these guiding principles to make sure they align with the Outerwall TM voice. Following these four simple, practical steps will help ensure that Outerwall communications use clear and consistent messaging for each audience. 2 1 Think about your audience. What would they want to hear? What do they need to hear? How do you want them to feel after reading this communication? Speak human. When you re writing or reviewing content, read it out loud. Does it sound like something a person would say? 3 Make it move. Use short sentences. Choose powerful verbs. Pack a punch. When you use active language, you communicate energy and momentum. 4 Have fun. You re in the business of delighting people. Your language should, too. 6

7 Logo 7

8 Logo Logo overview PRIMARY LOGO ORIENTATION The Outerwall TM logo is the entry point to our brand. As the first identity element audiences see, it often serves as the anchor of our communications layouts. Our logo consists of a circular symbol that sits above an Outerwall wordmark. These elements have been carefully designed to work together as a whole. Do not redraw the symbol, typeset a new wordmark or alter the logo in any way except to scale it proportionally. Logo Symbol We have developed a library of logo artwork to account for various types of media and color spaces. Wordmark The symbol may be used without the wordmark for largescale communications like signage or for small-scale communications like favicons. However, do not use the wordmark alone; it must always be viewed in a lock-up with the symbol. Always use the original digital artwork, available through the Media Center at outerwall.com. This helps maintain consistency and integrity. FLAT COLOR LOGO GRAYSCALE LOGO ONE-COLOR LOGO 8

9 Logo Logo color palette The Outerwall TM logo is built from a palette of four bright, related colors. The blending of these colors into gradients that fill the shapes of the symbol amplifies the strength, unity and continuity of our brand. The flat versions of the logo use the four colors in their solid states. All Pantone references below are for use on both coated and uncoated paper stock. Pantone is a registered trademark of PANTONE, INC. The colors shown here are not intended to match the Pantone Color Standard, although their values are based on Pantone Solid to Process (for CMYK) and Pantone Color Bridge (for RGB) conversions. See the current edition of the Pantone Color Formula Guide for accurate color standards. LOGO COLOR PALETTE PANTONE 287 PANTONE 3005 PANTONE 2915 PANTONE 2607 CMYK 100 / 72 / 2 / 12 RGB 0 / 78 / 148 HEX 00338D CMYK 100 / 28 / 0 / 0 RGB 0 / 139 / 209 HEX 007AC9 CMYK 61 / 7 / 0 / 0 RGB 74 / 186 / 235 HEX 4BBBEB CMYK 84 / 100 / 0 / 4 RGB 81 / 43 / 139 HEX 512B8B PANTONE 2915 PANTONE 2607 PANTONE 287 PANTONE 3005 PANTONE 287 PANTONE

10 Logo Vertical logo version specifications To ensure that the Outerwall TM logo is clearly visible in all communications, surround it with sufficient clear space an area free of type, graphics and other elements that might cause visual clutter. The clear space proportions displayed here represent the minimum clear space area around our logo. More space is recommended to underscore its prominent position within the visual identity hierarchy, especially its role as the anchor of a layout. Only use the minimum clear space dimensions when a piece of communication has severely limited space. 6º 0º PANTONE 2915 to 2607 PANTONE 287 to 3005 x 6x 3x ¼x x -103º PANTONE 2607 PANTONE 287 to 2607 PANTONE 3005 Minimum sizes Do not scale the regular logo smaller than 0.75" high in print or 60px high for screen communications px 2x Clear space 2x 10

11 Logo Horizontal logo version specifications SECONDARY LOGO ORIENTATION To ensure that the Outerwall TM logo is clearly visible in all communications, surround it with clear space an area free of type, graphics and other elements that might cause visual clutter. x x 2¼x The clear space proportions displayed here represent the minimum clear space area around the logo. More space is recommended to underscore the logo s prominent position within the visual identity hierarchy. Only use the minimum clear space dimensions when a piece of communication has severely limited space. Minimum sizes Do not scale the logo smaller than 0.75" high in print or 60px high on digital communications. x 0.5 x 40px Clear space 11

12 Logo Logo placement The Outerwall TM logo is the anchor, and often the sign-off, of our layouts. All other visual identity elements should be arranged in relationship to its position, and vice versa. The logo usually sits near a particular corner of a layout, determined by the content of that piece of communication. Align headlines and body copy with the logo as much as possible, or position the logo at the opposite corner from copy to counterbalance certain layouts. Always maintain at the least the minimum clear space between the logo s footprint and the edge of the page (or other medium boundaries, whether digital or print). Vertical logo orientation Top left Vertical logo orientation Top right Horizontal logo orientation Top left Horizontal logo orientation Top right Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inve quasi architecto beatae vita enim ipsa udantium, totam uae ab illo inventore veritatis et tecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo invent quasi architecto beatae vitae d enim ipsam laudantium, totam quae ab illo inventore veritatis et hitecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi Vertical logo orientation Bottom left Vertical logo orientation Bottom right Horizontal logo orientation Bottom left Horizontal logo orientation Bottom right 12

13 Logo Small, regular & large size symbol While the logo exists in only one drawn form, there are three different symbol renderings for solo use small, regular and large. These variations differ in the spacing between the four shapes to account for the symbol s appearance at different sizes. The regular version of the symbol is exactly the same rendering as that of the logo. Use this version for most Outerwall TM communications. The small version of the symbol is reserved mainly for small-scale digital applications such as favicons and app buttons. It is drawn with more space between the shapes, allowing them to maintain their legibility at smaller sizes. The large symbol version is for large-scale formats such as wall art or trade show graphics. The space between the shapes is narrower in this version to avoid the appearance of large gaps in the symbol as it increases in size. SMALL SYMBOL REGULAR SYMBOL LARGE SYMBOL Note: The small symbol version size ranges from 16px square to 60px square. The regular symbol version size ranges from 0.75" to 24". The large symbol version size begins at above 24". SPACE SPACE SPACE SMALL SYMBOL REGULAR SYMBOL LARGE SYMBOL 13

14 Logo Solo symbol don ts The Outerwall TM artwork library has been created to ensure optimal results for reproduction in a variety of sizes across different types of media. Use the artwork according to the specifications set in these guidelines, as improper use diminishes the impact of our brand identity and may compromise our ability to protect it legally. Avoid the misuses of the Outerwall symbol shown here. The only acceptable alteration of the symbol is increasing or decreasing its size through proportional scaling of the original vector artwork. Please note that, although only the regular symbol version is shown here, these incorrect uses apply to all symbol versions. DO NOT separate the keystone from the symbol for use as a graphic motif DO NOT add drop shadows or other embellishments/effects DO NOT rotate the symbol DO NOT place the logo on a color field with insufficient tonal contrast DO NOT use the symbol as a mask to hold imagery DO NOT screen the symbol or make it appear transparent DO NOT distort the symbol DO NOT place the logo on a background with insufficient color or tonal contrast 14

15 Logo Logo don ts Much like the Outerwall TM symbol, full logo artwork must be treated with care so that it maintains the impact of our brand identity and our ability to protect it legally. Avoid the misuses of the Outerwall logo shown here. The only acceptable alteration of the logo is increasing or decreasing its size through proportional scaling of the original vector artwork. Please note that, although only the vertically-oriented, primary version is shown here, these incorrect uses apply to all logo versions. Outerwall DO NOT render with unspecified colors DO NOT add drop shadows or other embellishments/effects DO NOT typeset a new wordmark DO NOT place the logo on a busy photographic background DO NOT use the logo as a mask to hold imagery DO NOT use gradients or other color treatments in the wordmark DO NOT distort the logo DO NOT place the logo on a background with insufficient color or tonal contrast Identity Guidelines Version

16 Visual system 16

17 VISUAL SYSTEM Secondary color palette Only the Outerwall TM brand s Pantone Warm Gray 7, Black or White may be used for body copy. Text highlights may be rendered in colors from the palette. On this page, each color is accompanied by its Pantone, CMYK, RGB and Hexadecimal values to facilitate accurate reproduction across all types of media. All color builds are based off the coated version of each spot color. SECONDARY SOLID COLORS SECONDARY GRADIENT PANTONE WARM GRAY 1 CMYK 2 / 3 / 4 / 5 RGB 234 / 230 / 216 HEX F3F2ED PANTONE 298 CMYK 68 / 3 / 0 / 0 RGB 61 / 183 / 228 HEX 3DB7E4 PANTONE 298 PANTONE 3005 PANTONE 287 PANTONE WARM GRAY 7 CMYK 14 / 19 / 21 / 38 RGB 152 / 143 / 134 HEX 988F86 PANTONE PROCESS BLACK CMYK 0 / 0 / 0 / 100 RGB 30 / 30 / 30 HEX 1E1E1E CMYK 68 / 3 / 0 / 0 RGB 61 / 183 / 228 HEX 3DB7E4 CMYK 100 / 28 / 0 / 0 RGB 0 / 139 / 209 HEX 007AC9 CMYK 100 / 72 / 2 / 12 RGB 0 / 78 / 148 HEX 00338D 17

18 VISUAL SYSTEM Typography Kievit is the principal typeface family used in Outerwall TM communications. When used together, the different weights create a balance between friendly humanity and confident professionalism. The numerals used in all Outerwall materials are modern style (lining figures), found in the open type version of the font and will need to be set as such via the glyphs palette. Do not use the ascending/descending, old-style figures. To purchase the assigned three weights of Kievit OT, visit: For word processing, or searchable text in online applications, use Verdana. Primary font family SYSTEM font ALTERNATIVE Kievit Regular Verdana Regular AaBbCc abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTU VWXYZ ?&+@#!% AaBbCc abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTU VWXYZ ?&+@#!% Kievit Light AaBbCc abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTU VWXYZ ?&+@#!% Kievit Thin AaBbCc abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTU VWXYZ ?&+@#!% 18

19 VISUAL SYSTEM Graphic motif The graphic motif is an important element of the Outerwall TM brand and should be integrated into all Outerwall communications. You can see the motif s dynamic range, from a pared down corner to an almost full-page presence. We ve created a variety of downloadable templates for you to use. If these templates don t meet your needs, or you need a custom solution, please contact brand@outerwall.com 19

20 VISUAL SYSTEM Examples of the Brand in action Here are examples of how all the design elements including the logo, photography, type and graphic motif come together to communicate the Outerwall TM brand. 20

21 Signature system 21

22 SIGNATURE SYSTEM Line of business endorsers To build an association between the LOB brands and the parent company name, it s important that all Outerwall TM lines of business be accompanied by the endorser line, Inspired by Outerwall. This line reinforces the hierarchy of the Outerwall parent company to our lines of business, and clearly establishes the LOBs as peers. Inspired by Outerwall Inspired by Outerwall 0.035x x = X-height of LOB logotypes Inspired by Outerwall 0.65x 0.275x Inspired by Outerwall 0.65x 0.275x 0.65x 0.275x 22

23 SIGNATURE SYSTEM Logo train Where multiple LOBs must be mentioned as having a connection to Outerwall TM, use a logo train with the appropriate LOB logos. All of our logo trains lead with Outerwall, and are separated from the LOB logos by an angled line derived from the 15 angle of the keystone. The relationship of parent to LOB logos has been carefully measured for visual balance and appropriate scale. The logo train version depicted below includes the vertical Outerwall logo with a horizontal lockup of LOB logos. Divider line angle equal to left side of keystone 15º Divider line aligns to lower terminal of bottom symbol shape 6.125x x 0.75x x = X-height of Outerwall logotype 1.25x 1.25x 1.5x 1.5x 23

24 contact and review So you have a creative idea in mind? We re here to help make it great. Whenever you use the Outerwall TM name or brand elements on materials, keep in mind that they need to be reviewed by Outerwall Corporate Communications. (We just need to make sure everything is as it should be so the lawyers stay happy.) Please your Outerwall Corporate contact to begin the review process. How long does the review process take? Once you ve submitted your review, you ll hear from us within 2 business days. We ll either let you know that your materials are approved or provide guidance on any area that needs revision. Each follow-up takes 2 more days. To be safe, we recommend planning up to 2 weeks for the entire review process. If at some point you want to change any of the elements you originally submitted for review (images, text, or audio) you ll need to resubmit. A helpful tip: Before you begin your project, connect with your Outerwall contact. He or she can provide direction and content, and also possibly secure marketing support to create the piece for you. You can also reach us at brand@outerwall.com Contact: We hope these visual identity guidelines have provided the necessary tools and guidance to create clear and consistent Outerwall communications materials. For more information about or help with using these guidelines, contact: brand@outerwall.com Artwork is available from the Media Center on our corporate website. 24