The only constant in our business is change. Therefore it’s important to strive for consistency in corporate identity and corporate design through adhering to clear guidelines. With this booklet we provide you everything you need to know about DeinDeal, it’s culture, it’s brand identity, and much more.

1. We are
DeinDeal!
All you need to know about DeinDeal.

3. We are
DeinDeal!
All you need to know about DeinDeal.

4. Prelude
what is this about?
This is how we feel.
This is how we speak.
This is how we look.
This is DeinDeal.
«
»
Written in March 2015

7. Table of Contents
1. About us 2
3. brand 42
2. WORK AT DEINDEAL 24
4. TONE 46
• Message from the Founders
• Where we come from
• Vision
• Core Purpose
• Core Values
• Brand Pyramid
• Brand Identity
• Our Guidelines
• On our Website
• In Customer Care
• On Social Media
5. logo and name 52
6. FONTS 60
7. Colours 62
8. Visual identity 64
• Logo Elements
• Logo Spacing
• Dos and Don’ts
• Mobile/Web/Print
• Web/Print
• Channel Images
• Advertising

8. 1. About US
Message from the founders
The only constant in our business is change. Therefore it’s impor-
tant to strive for consistency in corporate identity and corporate
design through adhering to clear guidelines. With this booklet we
provide you everything you need to know about DeinDeal, it’s
culture, it’s brand identity, and much more.
Amir Suissa & Adrian Locher
«
»
2

9. 3

10. DeinDeal was founded in 2010 by five people, and it brings together local
suppliers and urban explorers. Since then, DeinDeal has grown to include
several channels offering a wide variety of coupons and products. We also
maintain our own warehouse and have around 150 employees, all working
with one goal: To excite our customers every single day!
1. About US
Where we come from
4

11. 24.03.2010
5

12. 1. About US
VISION
6

13. TO BECOME
THE No.1
E-Commerce
player in
switzerland!
7

14. 1. About US
Core purpose
Moritz, 22:
DeinDeal customer
Sibylle, 37:
DeinDeal customer
8

15. To excite our
customers
every single
day!
9

16. I don’t give 90% or 100%, I always give 120% and
if possible even more! This ensures
a smile on both sides: The customer’s and mine :).
Ilirijana Shkodra
Account Manager
«
»
10

17. 11

18. 1. About US
Core Values
At DeinDeal we have 5 core values that we live
by every day.
12

19. We take ownership and are
accountable for our actions.1.
2.
3.
4.
5.
We have fun and are passionate
about what we do.
We take risks, allow failure
and adjust fast.
We support each other and act
as one team.
We stand for our convictions and
make things possible.
13

20. We take ownership and are
accountable for our actions.
Michael Meier
Text Team Lead
1.« »
14

21. When we entered the product business, we
started to build up our own inventory. Whilst
we sold a lot in some categories we found
that some products from others didn’t sell as
well, leading to a large build up of unwanted
inventory. The sales team took ownership of
this issue and made sure that all unsold goods
were liquidated.
Example
15

22. 2.We have fun and are passionate
about what we do.
Géraldine Fessel
Event & Facility Manager
« »
16

23. At Christmas, each department presented
its work in the form of a self made video and
with this shared lots of enthusiasm with the
rest of the company.
17
Example

24. 3.We take risks, allow failure
and adjust fast.
Pradhees Pushparaj
Channel Manager Cities
« »
18

25. In order to grow our business, we decided to
expand our offerings. We soon realised that
our user interface would not be able to
accommodate this wider offering, as our cus-
tomers would not be able to find what they
were looking for. Therefore we took the risk
and developed a completely new user inter-
face.
Example
19

26. 4.We support each other and
act as one team.
Jacqueline Kern
Customer Care Team Lead
« »
20

27. When we started the product channels, the
delivery times for our customers were very
long. This had a range of negative impacts
on our business. Therefore, the sales, supply
chain and platform teams came together and
through this team work, we have managed
to significantly reduce the delivery time.
Example
21

28. 5.We stand for our convictions and
make things possible.
Bianca Zeuner
Brand Manager
« »
22

29. In 2013, we had a very negative customer
rating because the service we were providing
was poor. We wanted to have customer satis-
faction at the center of our business. Therefore,
the year 2014 was completely dedicated to the
customer experience, and we dramatically
increased our customer satisfaction.
Example
23

30. 2. Work At DeinDeal
OUR GUIDELINES
We are DeinDeal, a cool young company based in
Zurich with a variety of people, from different nationalities
and cultures.
24

31. What we believe in
We live DeinDeal’s core purpose and
core values
We avoid conflicts of interest
We keep confidentiality
We protect DeinDeal’s assets
We behave respectfully
We speak out
How we act upon these guidelines
•
•
•
•
•
•
•
•
Our guidelines
25

32. what we believe in
26

33. We want working at DeinDeal to be fun, challenging and
instil pride in all employees.
We take responsibility for our colleagues, partners and
customers, treating everyone in a fair way.
The following guidelines have been created to ensure that
we work and interact with each other in an appropriate
fashion.
Our beliefs
27

34. We live DeinDeal’s
Core Purpose and
Core Values
28

35. Core purpose and core values
Core purpose: «To excite our customers every single
day!»
Examples: We excite our customers with cool new deals. We
excite our colleagues with care, smiles and a happy supportive
approach. We surprise customers by singing a personal
Christmas song to them.
These core values are in our DNA and through them we
bring our core purpose to life:
1. We take ownership and are accountable for our actions.
2. We have fun and are passionate about what we do.
3. We take risks, allow failure and adjust fast.
4. We support each other and act as one team.
5. We stand for our convictions and make things possible.
Example: Feedback culture: Perception, effect, wish. Focus on con-
structive feedback: WIG and WIB. What is good? What is better?
29

36. We avoid
conflicts of
interest
30

37. 11
We don’t use or attempt to use our position within
DeinDeal to obtain improper personal benefits (or benefits
for our friends or relatives) at the expense of DeinDeal.
When unsure about one of our actions, we ask
ourselves:
- Would this action benefit me or my friends or family at the expense of DeinDeal?
- Would this action harm my reputation, my ability to do my job or DeinDeal?
- Would this action embarrass me or DeinDeal if featured in a newspaper or blog?
If the answer to any of these questions is «yes», we are
most likely facing a conflict of interest. In this case we
approach our team leader or HR (see page 41 for more in-
formation).
Example: We don’t encourage our friends and family to open
additional accounts just to benefit from extra discounts or promo-
tions. We don’t hire our best friend just because she/he is our best
friend - we hire her/him because she/he is the best for DeinDeal.
Conflicts of interest
31

38. We keep
confidentiality
32

39. Confidentiality
At DeinDeal we create intellectual property and handle
sensitive information, both of them need to be protected.
By keeping DeinDeal’s information confidential, we ensure
that we protect it.
We are especially careful when handling personal informa-
tion related to our colleagues, customers and partners.
We make sure we protect such data.
We respect our competitors and support fair competition.
We are not interested in the confidential information of our
competitors.
Example: If we leave DeinDeal, we don’t take advantage of
DeinDeal’s confidential and strategic information. We avoid talking
about or working on confidential matters in public places (e.g. on
the train).
33

40. We protect
DeinDeal’s assets
34

41. We make appropriate and efficient use of DeinDeal’s prop-
erty and protect it from damage, misuse, theft, loss, em-
bezzlement and destruction.
DeinDeal’s property includes company equipment, data
and information as well as intellectual property.
- Examples for equipment: Computers, mobile phones, coffee machines, paper etc.
- Examples for data and information: On computers, digital shared drives, or tools
like Salesforce, Qlikview, Tableau etc.
- Example for intellectual property: Strategic information
In case we lose confidential data or equipment, we report
it immediately to IT Support, it.support@deindeal.ch and
HR, hr@deindeal.ch.
Example: If we travel with a DeinDeal mobile device we pay atten-
tion to where we put it, so that it doesn’t get lost or stolen.
Protection of assets
35

42. We behave
respectfully
36

43. DeinDeal is committed to creating a supportive work
environment, where employees have the opportunity to
fulfil their potential.
As DeinDealers we do our best to create a respectful
workplace culture that is free of harassment (sex, race,
etc.), prejudices, intimidation, bias and discrimination of any
kind. We respect our colleagues, regardless of their
gender, background, culture, religion, working department,
job role or other.
We are honest. We mean exactly what we say. We are
reliable and we keep our word.
Example: We create an environment where we can talk freely
about everything without hurting other people. When we work on
«adult material»* we make sure we keep it discrete and we respect
other people’s sensitivity.
*For information regarding the work on «adult material» for the Love & Play channel please refer
to HR.
Respectful behavior
37

44. We Speak out
38

45. We encourage open, honest and clear communication with
our colleagues, partners and customers.
When we have a question or concern, we discuss it openly.
We are solution orientated. We welcome help and advice
from our colleagues.
If we feel uncomfortable with a situation or a decision we
speak out and either talk directly to the appropriate person
or choose one out of four other options, following on the
next page.
Example: In meetings we use our chance to share our opinion,
even when it is different from others. We do not stay in silent dis-
agreement.
Open communication
39

46. How we take action
upon these
guidelines
40

47. If we have any questions, doubts or comments about this
document or face a described situation we have four
options:
1. We approach our team leader
2. We approach HR
3. We write an email to: wearedeindeal@deindeal.ch
4. When we want to keep it anonymous, we write a comment in
the handbook. Weblink: http://deinde.al/DDHandbuch
We expect everyone at DeinDeal to follow these guide-
lines. Emails to wearedeindeal@deindeal.ch and comments
in the handbook will be reviewed regularly by the modera-
tors. The company will take action in the event of inappro-
priate behavior.
We believe the best way to learn our values and guidelines
is to live them every sinlge day!
Contact persons
41

48. 3. brand
Brand Pyramid
The brand pyramid shows you what the brand DeinDeal
consists of and the benefits it holds for it’s customers.
42

49. • Same quality for better price
• Shopping assistant (we find it for you)
• Value for money
• Dynamic and convenient online marketplace
Price
Trust
DeinDeal
• Inspiration
• Adventure
• Surprise
• Discovery
• Stimulation
• Thrill
• Swiss company
• Smart shopping
We excite our
customers
every single day!
Brand Essence
Emotional Benefits
Functional Benefits
USP
Brand
43

50. 3. brand
Brand Identity
The brand identity contains the character of DeinDeal.
44

51. Excitement
Core
Dynamic and passionate:
• energetic
• diverse
• up-to-date
• bold
• personal
• trustworthy
• responsible
• devoted
• fresh
• fun
• joyful
• cool
Professional and caring:
Young and playful:
45

52. 4. tone
on our website
We have a special way of communicating: Find out
here, how DeinDeal sounds within the different areas.
46

53. We address our customers informally.
We are on a first-name basis in Ger-
man and French.
•
• We communicate in an honest and
understandable fashion.
• We cultivate an active and
customer centric style of speech.
• We use a humorous, cool and
exciting style when telling our stories.
• We want to seduce our
customers to buy.
47

54. 4. tone
In Customer care
48

55. Professional, caring, cool!
Personal, decent, future-oriented,
cooperative, positive, correct.
We address our customers formally
(i.e. by family name).
The Live Chat is the only medium where
we use smileys and the general tone
can be a bit more casual.
Essence:
Values:
RULE 1:
RULE 2:
49

56. 4. Tone
on Social media
50

57. Goals: Generate engagement, transmit
USP, create brand ambassadors
Goals: Generate followers,
being RT and favourited
Goals: Generate leads,
employer branding
Goals: Grow base
Means: Call-to-action, contests, time
accuracy, SCRM, co-creation
Means: Reactivity, short and fun
content, realtime
Means: Professional language,
corporate news
Means: Exclusive and inspirational
content, engagement
Facebook
Twitter
Google +
LinkedIn
51

58. 5. logo and name
Logo elements
52

59. The circle is a bold red
(#9C122B/C: 25 M: 100 Y: 85 K: 21),
respresenting a focus zone on you -
DEIN (you, the customer).
It is in the top right, it is white (not
transparent) and represents the swiss-
ness of DeinDeal.
DEINDEAL in capital letters and
Gotham Medium. DEIN is written
in white and DEAL in black.The circle:
The cross:
The text:
53

60. 5. logo and name
logo spacing
54

61. 5 mm x
5 mm x
5 mm xx
x
x x
5 mm x
5 mm x
5 mm x
5 mm x
5 mm x
55

62. 5. Logo and NAME
DOS AND DON’TS - logo
56

63. DOS! DOn’ts!X
1) This is our primary logo, DEIN in white
and DEAL in black. We like it like this
and it is important to use this version, as
this is the way it was designed and con-
ceived!
Please don’t change the colour of the circle
in any way!
Please don’t use half of the logo!
Please don’t rotate the logo in any way!
Please don’t write claims, slogans or words
together with the logo!
Hol dir deine Welt
2) It is only acceptable to use this ver-
sion of the logo when the background is
black/very dark and therefore the DEAL
of the primary logo would not be visible.
3) This is our mobile app icon, allowed
only for mobile, tablet and social media.
57

64. 5. Logo and NAME
DOS AND DON’TS - Name
58

65. DeinDeal
DeinDeal.ch
deindeal.ch
www.deindeal.ch
DEINDEAL
Only for internal use:
DD
Deindeal
Dein Deal
deindeal
DEINDeal
deinDEAL
Deindeal.ch
DeinDEAL
DOS! DOn’ts!X
Basically everything you don’t find on
the left side is a DON’T!
59

66. 6. FONTS
60

67. abcdefghijklmnopqrstuvwxyz1234567890
abcdefghijklmnopqrstuvwxyz1234567890
abcdefghijklmnopqrstuvwxyz1234567890
abcdefghijklmnopqrstuvwxyz1234567890
the quick brown fox jumps over the lazy dog
the quick brown fox jumps over the lazy dog
the quick brown fox jumps over the lazy dog
the quick brown fox jumps over the lazy dog
Print:
WEB:
mobile:
Gotham
Open Sans
Android: Avenir Next
IOS: Roboto
61

68. 7. ColourS
62

69. Web
Print
C: 25
M: 100
Y: 85
K: 21
C: 70
M: 64
Y: 63
K: 62
C: 27
M: 22
Y: 22
K: 0
C: 5
M: 4
Y: 4
K: 0
#FAFAFA
Light Grey
Light Grey
Light Grey
Light Grey
Black
Second Main Color
Main Color
Grey
#EEEEEE
#E1E1E1
#BABABA
Logo Color
#D6D6D6
Light Grey
#F2F2F2
#2F2F2F
#9C122B
#CC203C
Pantone 704 C
Pantone 704 U
Background for titles and filters
Text input over white background
Menu items, second level in
filters, other minor elements
Arrow box in dropdown inputs
Third level in filters
Icons, other elements
Disabled cart button
Text, selected menu items,
footer background
Second colour in the gradient
Main colour in the gradient
Background in checkout
Light Grey
#EAEAEA
Light Grey
#FBFBFB
WEB:
Print:
63

70. 8. VISUAL IDENTITY
8.1 channel images
8.2 advertising
64

71. DeinDeal images should communicate the DeinDeal values:
They should be bold, young, fresh and happy. Sometimes
funny but always sales-driven!
We have different types of images according to the
different uses: For desktop, mobile and tablets, for deal
offers or for generic DeinDeal advertising. Text and images
must be legible across all devices and communicate
different moods, depending upon the target audience.
We have deal images for our website and app. These must
be very clear and sales-driven. We normally use stock
images but, we can also do photoshootings or montages
ourselves to improve image quality. Images are a bit
desaturated and edited in such a way that it removes the
iStock look.
According to the channel we want to communicate
different moods. Each channel has its own mood.
Accordingly, we need to communicate different moods
through our images.
8.1 CHANNEL IMAGES
65

72. CITY
FUN, RELAXation and CURIOSITY
Here people are in focus. We are selling
experiences.
66

73. City image
examples
67

74. Home & Living
comfort, practicality and design
We prefer mood pictures that show the products in
a house or in use.
68

75. Home & Living
image examples
69

76. BRANDS &
PRODUCTS
functionality, Technology
and innovation
We create images that enhance products and
focus on their performance and features.
70

77. Brands & Products
image examples
71

78. Fashion
style, inspiration and trends
Through a combination of cool people
together with the product, we create a montage.
We showcase the esscence of the brand.
72

79. Fashion
image examples
73

80. Travel
exploration, RElaxation and
discovery
We use panoramic images with inspiring landscapes.
We pay attention to seasonal moods.
74

81. Travel
image examples
75

82. Sport
action, energy
and performance
We choose one or two bestsellers from
the collection and put them in focus.
76

83. Sport
image examples
77

84. Wine & Gourmet
quality, gourmet and indulgence
We choose high-end images to represent life-style and
gourmet expertise.
78

85. Wine & Gourmet
image examples
79

86. KIDs
FUN, Playful and Cute
We show kids and happy, colourful moods close to the
products.
80

87. Kids
image examples
81

88. LOVE & PLAY
sexy, lollipop-chic, fun and erotic
We create pictures with a sexy, erotic and playful mood.
We don’t create pornographic images.
82

89. Love & Play
image examples
83

90. Positioning of logos
We always display good brand logos on our mood pictures.
To give consistency across the channels we position the
logo always at the top left corner of the image.
A maximum of three different logos are allowed on the
picture. They should be placed underneath each other, not
next to each other.
84

91. 85
Image examples for
positioning of logos on
mood pictures

92. 8.2 ADVERTISING
86

93. We want our corporate colours to be prominent. Images
should transmit cool and positive feelings and at the
same time be pushy and sales-driven, with a clear call-
to-action.
We normally use stock images but also our own
photography and illustrations.
Our most common types of advertising:
GENERAL VISUALS
• Seasonal event banners
• Newsletter banners
• Marketing banners
• Blick banners
• Social media posts
• Offline advertising
87

94. Seasonal Event
BANNERS
Emotional, catchy and
sales-driven.
We focus on the event and show a clear call-to-action.
We use a playful font, a text with slogan (2-3 words) and a
message.
88

95. Seasonal event image examples
89

96. Newsletter BannerS
Catchy, bold and sales-driven.
We focus on the product and show a clear call-to-action.
We use a playful font, a text with slogan (2-3 words) and
message.
90

97. Newsletter
image examples
91

98. Marketing Banners
These are performance banners. Therefore
they need to sell.
We focus on the product or in the case of a marketing
action, a specific message. We make product banners
clear and focused on the product. We always show logo,
price and discount. When pushing a marketing campaign,
we focus on a chosen visual element and a short and
catchy slogan.
92

99. Marketing banners image examples
93

100. blick BannerS
We make them aggressive and sales-driven
with the product in focus. We always show
logo, price and discount.
94

101. Blick image examples
95

102. Social Media Posts
Facebook fanpage: We choose funny, humorous,
engaging and happy images. We always show our logo.
Best of DeinDeal: We make salesdriven images with the
deal in focus.
96

103. Facebook fanpage examples
Best of DeinDeal examples
97

104. Offline ADVERTISING
Some examples of advertising:
- TV
- Print
- Merchandising
- Flyers and scratch cards
We make bold, young, sales-driven and catchy images
with a clear call-to-action. We use Gotham font in a
combination with other playful creative fonts.
98

105. Example of
print advertising
Lösung: Der Preis! Bei DeinDeal bekommst du genau das
gleiche Menü für zwei Personen, einfach zum besseren Preis.
Überzeuge dich selbst auf deindeal.ch
FINDE DEN UNTERSCHIED!
179.–CHF
187.–
CHF 89.–
CHF
99

107. SEE YOU
ONLINE!
www.deindeal.ch

109. Special thanks to:
Chiara Bello
Enrique Golmayo
Benoit Henry
Susann Kauffmann
Michael Meier
Zuzanna Nebés
Jaspreet Nibber
Maximilian Rofagha
Marina Sancho
Adrian Schedle
Bianca Zeuner

110. www.deindeal.ch