The document provides branding guidelines for "Go Good", including its vision, mission, values, target audience, logo, colors, typefaces, photography style, tone of communication, and sample writing. The key elements are to connect consumers with service providers through mobile marketing in order to help people live better lives while also doing good for the world. The brand aims to be positive, trustworthy, and make a positive social impact through the services it promotes.

1. 1 | 11.18.2014
- The Brand Manual -

2. 2
our vision
To sell at least one
good service to
every household
in America.
Good services are good for your
wallet -- and for the world.
Examples: clean power supply,
socially responsible IRAs and car
insurance that rewards consumers
for driving fewer miles.
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3. 3
our
mission
To help good service
partners outgrow
traditional competitors
though high-volume,
cost-effective mobile
marketing and customer
acquisition / retention
services.
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4. 45
our tribe
We profit by connecting good
service providers with consumers
who want to do good and live
well. These consumers are
curious, smart, conscientious and
forward-thinking, but generally
not activists. They are confident
in their morals and are willing to
donate money and time to
causes that truly inspire them,
but are less likely to volunteer as
political campaigners. They
enjoy purchasing products that
reflect their values, but demand
that those products also be
trendy, useful and usable.
Importantly, this tribe is also
positive. They believe that the
world is a fundamentally good
place -- and can be made
better, brighter and safer, even
still.
44

5. our values
positive integrity
We are confident in
our morals -- and
want our choices to
reflect them.
curious trusted
We take pleasure
in learning about
new things, ideas
and approaches.
We value the trust
that others put in us,
and work hard to
enhance it.
We believe the world
is a fundamentally
good place -- and
can be made better,
brighter still.
gratifying
We believe that all
good deeds -- big
and small -- deserve
to be noticed.
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6. our charm
If were
a person, we’d be
the friend you’d...
• Look to for advice about
building the life you want.
We understand your goals
and your values -- and help
you make choices that align
with both.
• Call when you need a dose
of appreciation. We value the
good in you -- and think you
deserve to be recognized for
all that you do.
• Consult to figure out which
restaurant to go to in a new city.
We know your taste and always
have good ideas.
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7. our name
is about moving in a
positive direction. “Go” is purposefully
active - it’s something you do, not
something you witness. “Good” is
deliberately broad. It describes our
customers (who are virtuous); our
services (which are excellent); our
marketing (which is relevant); and
our customer experience (which is
pleasurable).
Alliteration around a hard “g” helps to
grab attention, create a playful vibe
and make us memorable.
Go | verb
1. move from one place or point to another.
go forward.
Good | adjective
1. morally excellent; virtuous.
a good person.
2. of high quality; excellent.
good health.
3. right; proper; fit.
a good fit for my lifestyle.
4. pleasurable; enjoyable or satisfying.
a good time.
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8. 8
what we evoke
values
(of the brand)
benefits
(to the consumer)
emotions
(how the consumer feels)
positive
integrity
curious
trusted
gratifying
Adds value to our product and
brand; empowers the individual.
Optimistic, empowered, energized.
“I can make a difference.”
Ensures transparent,
high standards; customers know
they are getting good stuff.
Understood, respected.
“I know my values.”
Encourages innovation; delivers
an experience that feels truly new
and different.
Cool, adventurous, ahead of the curve.
“I am open to new things.”
Fosters seriousness, rigor and care;
service the consumer can rely on.
Safe, secure.
“I am in good hands.”
Delivers a rewarding experience.
Noticed, valued, virtuous.
“I deserve to be appreciated.”

9. logos
MAIN LOGO:
the exclusion zone
The logo type must be reproduced
with a clear area around it which is
free from other graphic elements.
the minimum size
The logo should always be
clearly legible and at least
90 pixels in width.
colors
The main logo should always be in
either Go Good blue, gray, or white.
The secondary logo can be used only
when the primary logo is present.
don'ts
• Alter, skew, or distort the logos in
proportion or in color
• Use filters or drop shadows
White logo on colored background.
LOGO COLORS:
SECONDARY LOGO:
C61 M53 Y53 K24
R76 G75 B75
# 605F5F
PANTONE 425 C
C73 M14 Y3 K0
R0 G167 B225
# 00A7E1
PANTONE 2995C
C0 M0 Y0 K0
R255 G255 B255
# FFFFFF
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BACKGROUND
CATCHPHRASES
Discover Good. Choose Good.
Live better, do better, & get free rewards to your favorite stores.

10. colors
Our Go Good blue is an
essential part of our brand
and identity. Blue is the color
of trust, honesty, and loyalty.
It is reliable and responsible.
This color exhibits an inner
security and confidence.
Our brand colors also
include more neutral tones --
gray, white and black --
which convey maturity,
seriousness and familiarity.
In addition to brand colors,
our palette includes a
number of bright and
“feel good” accent colors -
intended to grab attention,
create flare, and reflect a
bright, positive outlook.
PRIMARY COLORS
C61 M53 Y53 K24
R76 G75 B75
#605F5F
PANTONE 425 C
C73 M14 Y3 K0
R0 G167 B225
#00A7E1
PANTONE 2995C
C0 M0 Y0 K0
R255 G255 B255
#FFFFFF
ACCENT COLORS
Blue, white, and gray should dominate every communication created.
Our Go Good Blue plays a key role in communicating a brand that is
trustworthy and good.
These colors should be reserved for supporting visuals and
should never replace blue as the dominant color.
C75 M67 Y68 K90
R0 G0 B0
#000000
PANTONE Black 6C
C53 M0 Y19 K0
R111 G202 B210
#6FCAD2
PANTONE 3242 C
C67 M0 Y61 K0
R79 G188 B138
#4FBC8A
PANTONE 346C
C0 M74 Y42 K0
R241 G104 B116
#F16874
PANTONE 709C
C0 M52 Y94 K90
R247 G144 B43
#F7902B
PANTONE 715C
40% TINT
10
C0 M18 Y73 K90
R258 G208 B97
#FED061
PANTONE 134C

11. typefaces
Avenir Next supports the
Go Good brand. Its clean,
contemporary linear
features convey clarity and
ease -- a vibe that is at
once trustworthy, fun and
inviting.
Avenir Next Bold
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
Avenir Next Regular
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
Body copy
Avenir Next Demi Bold
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
Headlines. Highlighting key words or phrases
Headlines. Highlighting key words or phrases
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12. design
& style
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Our style is defined by
bright colors, clean lines
and simple designs.
Our design is clean, organized
and uncluttered, yet lively and
never cold.
Photography plays a vital role
in our brand and should
reflect our brand values.
Images should be bright,
cropped and candid. They
should make you smile and
feel at ease. Ideally, viewers
will have the sense that they
are looking at real photos of
people they know.
SAMPLE ILLUSTRATIONS
@
PHOTOGRAPHY
Our photography is natural and colorful, reflecting real
people in real situations. Photos, like those displayed
throughout this document, should be bright and cropped for
maximum effect.

13. tone
We are welcoming, but
never pedantic. We break
complex ideas down and
avoid jargon, but never
sacrifice substance.
We are upbeat, yet serious.
We use language that makes
consumers smile and feel
good about the future (and
about treating themselves to
a gift card) -- but are
transparent, accurate and
aware of the trust consumers
put in us.
We are encouraging, but
never pushy. We invite
consumers to align
purchases with values, but
never guilt trip or coerce.
Ever.
We are:
Clear Concise Accurate
Positive Warm Playful
We are not:
Fluffy Pushy
Pedantic Complicated
Gloomy Condescending
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“Go Good is a mobile matchmaker for consumers and services that do
good. From clean power to car insurance that rewards people who
drive fewer miles, consumers trust us to introduce them to services
that are better for the world and relevant to their lives. We touch
consumers through their phones, enroll them in services they desire,
and satisfy them with rewards to brands they love.”
WRITING STYLE