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The Drift Brand Book

Businesses talk about branding all the time. What’s the #1 common thread that I hear? “We need brand standards!”

We were getting a lot of questions about how we think about branding at Drift, so we created a brand guide to share our approach. In this book we cover our mission, values, culture, logos, typography, colors, editorial voice, social media voice, and visual branding.

Branding is so much more than a logo. That's why we break down our core brand values — and core value number three is Transparency.

So sharing version one of our brand book with you just seems right.

It’s a living document — which means we’re always going to be changing, updating, and tweaking, but it’s time to share V1 with you now.

Here’s the Drift Brand Book, version one.

The Drift Brand Book

  1. 1. Our Brand Book Version 1
  2. 2. Veronica Wedding Conceirge Looking for wedding invitations? We’d love to chat with you. We’re by Drift Start a Conversation… Our Mission Drift is how businesses all around the world communicate with their customers.
  3. 3. Our brand is a reflection of our customers, our team, and everything that we create. Branding is more than a logo.
  4. 4. Part 1 Behind the Brand Part 2 Brand Assets Table of Contents Brand Values Human Customer-Driven Transparent Our Culture Some qualities that we value Some things that we appreciate Logo Color Typography Voice Social
  5. 5. Behind the Brand The values that make us, well, us. To us this is the really exciting stuff.
  6. 6. Brand Value #1 HumanPeople have learned to tune out marketing that feels like marketing. So all of our marketing should feel like it's coming from a friend. We are talking to people, so if you wouldn’t say it out loud to a friend, don’t say it in a blog post, in a video, or on a landing page.
  7. 7. Customer-DrivenWe do things for our customers above all else. Not for us. Your feedback matters the most, whether it’s something that’s a little hard for us to hear or if it’s glowing praise. Feedback influences what we build next, how we prioritize, and everything else we create. Amanda Hey there! Absolutely, you can book a demo time that works for you from my profile: Hey! I have a question about Drift’s team directories. 10:31 AM Seen 10:30AM I also have some questions about the bot and your Salesforce integration. Could we set-up a demo? Brand Value #2
  8. 8. Transparent Brand Value #3 At Drift we believe in shipping, learning, and iterating. Our belief in transparency means that internally we constantly share versions of our work with the team. But being transparent also means we need to be open externally. And that means, well, sharing with you. That’s why we are sharing the first version of our brand guide. Your feedback makes us better.
  9. 9. Some qualities that we value: Learning, authenticity, humor !, & passion
  10. 10. Sneakers, podcasts, outdoors, books, & being active Some things that we appreciate:
  11. 11. Brand Assets Our values and culture are the foundation for everything we write, design, and record. We know this wouldn’t be a brand book without talking about our logo, typography, colors, and all that tactical stuff. So let’s get to it. Here’s everything that makes our brand — piece by piece.
  12. 12. Logo Now for some background on our logo. Get cozy, it’s story time. A long, long time ago, Drift had two Ts in the name: Driftt. So our logo mark was originally created using the two Ts in front, wrapping around to form a group huddle (because teamwork is ! ). Check it out: There you have it. We’ve since updated our name to have one T, but we maintain our old logo mark. "
  13. 13. The black and white logos have cut out Ts so that the color behind is seen. When using the color logo, the Ts are filled in with white. Our logo should only be placed on top of a black, white, grey, or photo background. Always leave plenty of white space around the logo. Full logo: Use the full logo when speaking with an audience that isn’t very familiar with Drift. Logo mark: You’re welcome to use the logo mark when you’re speaking to an audience that already knows Drift. Please don’t alter the Drift logo in any way. Thanks! Logo Use Color Black and White Logo Mark
  14. 14. Primary Colors Black White Medium Grey HEX #CCCCCC Primarily we stick to black, white and grey. When we need some color, we use bright pops of blue and green.
  15. 15. Drift Blue HEX #0176FF Blue is the first color we use after black and white. Blue is used in our logo mark and throughout our marketing. The blue is used to differentiate our enterprise and team plans. Green HEX #13CB6E The green is used as another accent color. It is also used to brand our standard (free) plan. Light Grey HEX #F2F2F2 Secondary Colors
  16. 16. Typography Proxima Nova Light Regular Semi Bold Bold Proxima Nova is our primary typeface. You’ll see it throughout our website and in our marketing materials. It is our go-to for all things brand. Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Xx Yy Zz 023456789 *&%$#@!? Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Xx Yy Zz 023456789 *&%$#@!? Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Xx Yy Zz 023456789 *&%$#@!? Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Xx Yy Zz 023456789 *&%$#@!?
  17. 17. Merriweather Light Light Italic We use Merriweather to compliment Proxima Nova. It helps emphasize certain words or change the tone. Visually it adds texture, style, and personality. Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Xx Yy Zz 023456789 *&%$#@!? Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Xx Yy Zz 023456789 *&%$#@!?
  18. 18. Emojis We ! emojis. Everyday we message with our friends and family using emojis, so why not use them in all of our communications? Emojis help us be more expressive, they add color to communication, and they add a little fun too. ⚡ # $ % & ' ( ) * + , - ! . / ✌
  19. 19. If you’ve ever written an email to a close friend or family member (we’re guessing that’s most of you) then you already know how to write in the Drift voice. At Drift, we write as if we’re talking to people we’ve known our whole lives. That means we don’t try to impress folks with fancy, complicated words. Instead, we state things as simply and as concisely as possible. At the same time, we’re not afraid to crack a joke or two. (Hey, we’re friends, right?) One of our guiding principles is to write like we talk. And a lot of times that means bucking traditional “business writing” wisdom and using a friendlier, more casual voice. Voice That means we’re friendly, conversational, human, warm, and helpful. So if we wouldn’t say it out loud to a friend, we wouldn’t use it in our copy. We write as if we were talking to our best friend over lunch.
  20. 20. When copywriters argue with me about some esoteric word they want to use, I say to them, Get on a bus. Go to Iowa. Stay on a farm for a week and talk to the farmer. Come back to New York by train and talk to your fellow passengers in the day-coach. If you still want to use the word, go ahead. Copy should be written in the language people use in everyday conversation. “ - David Ogilvy
  21. 21. Nobody likes to be bossed around. CTAs should be friendly, not forced. And never intrusive. For example, here’s how we like to end our blog posts: P.S. Can we send you an email?
  22. 22. We really like lists: 1. Lists are easier to read 2. Lists are direct and to the point 3. Lists make it easy to remember the highlights
  23. 23. Oh, and so we don’t forget, secondary pieces of information can go down here in Merriweather Italics. Or we highlight them. We also bold some important words.
  24. 24. Social Our community is super important to us. So we use social media to help connect with our community. All of the same priciples that go into our written and visual content also applies to our social communications. YouTube: ____ ps. we use this social icon set (left) pps. these are the kinds of conversations we have with our community (following page)
  25. 25. Visual Language Our illustration style at Drift dances the line between fun and professional. On the one hand, we want to show off our personality with our illustrated graphics. So we don’t strive for photorealism and we often use visual metaphors. On the other hand, we don’t want to venture too far into cartoon-land. So we avoid illustrating people and we stick primarily to a black, white, and grey color palette. Of course, every once in a while we have to throw in a splash of Drift blue or green. We can’t help ourselves. !
  26. 26. Photography & Faces We’re people after all. So we try to show the are real humans behind the brand. We are constantly taking photos in the moment, so more often than not we use iPhone photography. Benefits: we capture more, it’s in the moment, and it’s real. But sometimes we use our dedicated office camera when we’re feeling fancy. Video has become an increasingly important medium at Drift for the same reasons.
  27. 27. Meet the founders: David Cancel (right) Elias Torres (left)
  28. 28. Okay, that’s it for now. !