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Simple Energy Brand Book

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Simple Energy Brand Book

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Simple Energy Brand Book

  1. 1. BRAND BOOK
  2. 2. TABLE OF CONTENTS Brand Architecture Positioning Mission Vision Visuals Principal Characteristics Logo Typography Color Palette Iconography Customer Photos Product Photos Resources Microsoft Office Templates SIMPLE ENERGY BRAND BOOK
  3. 3. BRAND ARCHITECTURE
  4. 4. POSITIONING What you do and for whom Describes in clear terms (no marketing language) what you do. Makes clear your target market, what problems they face and how your company solves it. MISSION What you do and why Similar to your positioning statement but with marketing language. Describes the company, what it does and its overall intention (its reason for existence). Supports the vision and communicates how you’re going to get there. POSITIONING Where you’re headed Where you want to be in 5-10 years Includes reason for being, core values and BHAG (big hairy audacious goal) Establishes company standards and provide focus on a set goal. SIMPLE ENERGY BRAND BOOK 4
  5. 5. SIMPLE ENERGY’S POSITIONING What we do for whom Software as a service (SaaS) company providing utilities the best motivational and engagement tools to deliver energy savings and customer satisfaction to help them meet growing regulatory and customer demands. In short: Deliver energy savings for utilities by engaging and motivating their users through dynamic and personal digital communications. SIMPLE ENERGY BRAND BOOK 5
  6. 6. SIMPLE ENERGY’S MISSION What we do and why we do it We motivate people to save energy. We use data science, behavioral psychology, and energy analytics to build software that makes saving energy social, fun, and simple. We do this to create a more sustainable future. SIMPLE ENERGY BRAND BOOK 6
  7. 7. SIMPLE ENERGY’S VISION Where we’re headed In 10 years, we will be the largest provider of energy-related goods, services, and software in the world. In 10 years, we will reduce energy consumption by X% in the US and be an irreplaceable partner for utilities. SIMPLE ENERGY BRAND BOOK 7
  8. 8. VISUALS
  9. 9. PRINCIPLE CHARACTERISTICS All visuals should reflect the established identity of the Simple Energy Brand: • Simple • Approachable • Professional • Dynamic • New SIMPLE ENERGY BRAND BOOK 9
  10. 10. LOGO
  11. 11. THE LOGO LOGO MARK Avoid white circle on dark gray or black. It looks like Sparky is howling at the moon. FONT: Smythe Sans Light All Simple Energy logos can be found at: Dropbox (Simple Energy)/Design/Simple Energy Collateral/Branding/Logos -OR- https://brandfolder.com/simpleenergy SIMPLE ENERGY BRAND BOOK 11
  12. 12. LOGO DOs & DON’Ts DO use ample space around the logo Surround the logo with a lot of white space so it can breathe. Use a white background whenever possible. DON’T place the logo on top of busy photos Highly contrasted/textured photos can make the logo hard to read. DON’T rotate the logo The logo should always remain horizontal. DON’T add drop shadows to the logo All designs should look as “flat” as possible, within reason. SIMPLE ENERGY BRAND BOOK 12
  13. 13. www.SimpleEnergy.com LOGO LOCKUPS In certain contexts, the logo can be “locked up” with some other elements. Meaning that they are locked into this specific relationship to one another and form a single unit. This lock-up is typically used at the bottom of a corporate marketing 1-pager. The link below the logo can be changed depending on the audience that the piece is for. This example shows a link to a page we constructed for European Utility Week. The B Corp Logo is optional. This lock-up is used to represent our Marketplace Software As a Service. This lock-up is typically used at the bottom of a consumer marketing paper report or email. www.SimpleEnergy.com/EUW SIMPLE ENERGY BRAND BOOK 13
  14. 14. TYPOGRAPHY
  15. 15. TYPOGRAPHY 80% Opacity, Multiply THIS IS A HEADLINE, OPEN SANS BOLD 22/24, ALL CAPS This is an introduction paragraph, or larger option for body copy over all. 11/13 This is a subhead, Open Sans Bold 11/12 THIS IS A SMALL TITLE, OPEN SANS BOLD 9/12, ALL CAPS This is a body paragraph, Open Sans Regular 9/12 • These are bullets, Open Sans Regular 9/13 and 9/19 • The top line of the bulleted list should have a line height of 19 pts. The remaining lines in the paragraph should have a line height of 13 pts. This creates more space between bullets. This is a callout, Open Sans Light Italic 13/17 This is a secondary callout, Open Sans Light Italic 9/13 This is a call to action, or CTA. Open Sans Light 20/22 *This is fine print, Open Sans Regular, 5/6 Used to introduce the overall piece Used to introduce the overall piece, or for the whole peice for content-light pieces Used to introduce the section Used to describe the paragraph, flow chart, or graph following Bullets are used for a list of points/items Use custom spacing Used to highlight the main idea An option for a more subtle callout Inspire your customers to take action. Period at the end, always. This is used for citations. Should always be at the bottom. “This is a customer testimonial. Open Sans Italic 12/14” –This is the person who said it, a real Simple Energy user Open Sans Regular 12/14 When starting from scratch, copy & paste the paragraph above into new, standard sized InDesign documents. Paragraph styles will populate automatically. SIMPLE ENERGY BRAND BOOK 15
  16. 16. COLOR PALETTES
  17. 17. PRIMARY COLOR PALETTE BODY TEXT PRIMARY SUPPORTING TEXTHEADER TEXT PRIMARY PRIMARY BACKGROUNDSECONDARY BACKGROUND RGB 0, 0, 0 HEX #000000 CMYK 78, 68, 67, 90 RGB 83, 86, 92 HEX #53555c CMYK 67, 58, 50, 28 RGB 169, 170, 173 HEX #a9aaac CMYK 35, 28, 27, 0 RGB 247, 246, 247 HEX #f6f5f7 CMYK 2, 2, 1, 0 RGB 255, 255, 255 HEX #ffffff CMYK 0, 0, 0, 0 PRIMARY ACCENT CMYK 59, 0, 99, 0 PANTONE 376 RGB 177, 192, 68 HEX #75bf44 SIMPLE ENERGY BRAND BOOK 17
  18. 18. SECONDARY COLOR PALETTE RGB 194, 28, 77 HEX #c11c4c CMYK 18, 100, 62, 5 RGB 247, 148, 28 HEX #f7941c CMYK 0, 50, 100, 0 RGB 255, 194, 13 HEX #ffc20d CMYK 0, 25, 100, 0 RGB 140, 48, 130 HEX #8c3082 CMYK 50, 95, 13, 0 RGB 38, 176, 222 HEX #26afdd CMYK 70, 10, 5, 0 RGB 23, 87, 148 HEX #165693 CMYK 88, 64, 22, 4 RGB 117, 191, 68 HEX #75bf44 CMYK 59, 0, 99, 0 PANTONE 376 ALWAYS use these colors to define the specific aspects of the product shown above. For example, orange is used to define the Data Warehouse. DO use these colors to provide clarity for the reader. If all aspects of the product are discussed on the same page, these colors will help visually define them. DON’T use these colors to define other things. For example, don’t use Marketplace Blue when creating a piece about email tags. DON’T use these colors unless you must provide clarity to the reader. UtilityCo Navy Blue Engagement Platform Green Data Warehouse Orange Marketplace Light Blue Communications Purple When mapping out the Simple Energy product life cycle, use the following colors to define the different features: SIMPLE ENERGY BRAND BOOK 18
  19. 19. COMMUNICATING PRODUCT FLOW THROUGH COLOR SIMPLE ENERGY BRAND BOOK 19
  20. 20. COLOR HIERARCHY Use this as reference as to what colors should be most dominant in any given piece. SIMPLE ENERGY BRAND BOOK 20
  21. 21. RGB 156, 3, 31 HEX #9b021e CMYK 25, 100, 95, 20 RGB 194, 28, 77 HEX #c11c4c CMYK 18, 100, 62, 5 RGB 237, 82, 130 HEX #ed5182 CMYK 0, 83, 23, 0 RGB 255, 145, 191 HEX #ff91bf CMYK 0, 55, 0, 0 RGB 255, 194, 105 HEX #ffc168 CMYK 0, 26, 67, 0 RGB 247, 148, 28 HEX #f7931c CMYK 0, 50, 100, 0 RGB 224, 105, 5 HEX #e06805 CMYK 8, 70, 100, 0 RGB 196, 79, 0 HEX #c44f00 CMYK 15, 80, 100, 5 RGB 255, 217, 117 HEX #ffd875 CMYK 0, 14, 65, 0 RGB 255, 194, 13 HEX #ffc10c CMYK 0, 25, 100, 0 RGB 204, 140, 10 HEX #cc8c0a CMYK 20, 45, 100, 0 RGB 166, 155, 5 HEX #a56805 CMYK 28, 60, 100, 15 RGB 199, 235, 163 HEX #c6eaa3 CMYK 20, 0, 45, 0 RGB 148, 201, 102 HEX #a CMYK 45, 0, 78, 0 RGB 117, 191, 69 HEX #75bf44 CMYK 59, 0, 99, 0 PANTONE 376 RGB 74, 148, 61 HEX #49933d CMYK 75, 20, 100, 5 RGB 140, 240, 255 HEX #8cefff CMYK 30, 0, 0, 0 RGB 79, 212, 245 HEX #4fd3f4 CMYK 50, 0, 4, 0 RGB 38, 176, 222 HEX #26afdd CMYK 70, 10, 5, 0 RGB 5, 120, 173 HEX #0577ad CMYK 88, 47, 12, 0 RGB 97, 173, 227 HEX #60ade2 CMYK 60, 20, 0, 0 RGB 51, 130, 194 HEX #3382c1 CMYK 80, 42, 1, 0 RGB 23, 87, 148 HEX #165693 CMYK 88, 64, 22, 4 RGB 3, 56, 94 HEX #02385e CMYK 100, 80, 38, 28 RGB 232, 158, 232 HEX #e89ee8 CMYK 11, 40, 0, 0 RGB 189, 107, 186 HEX #bc6bba CMYK 28, 68, 0, 0 RGB 140, 48, 130 HEX #8c3082 CMYK 50, 95, 13, 0 RGB 105, 10, 102 HEX #680a66 CMYK 65, 100, 25, 10 DATA COLOR PALETTE: CHARTS & GRAPHS ONLY DON’T use these colors for icons, typography, etc. DO use this palette for charts and graphs DO use color to define different aspects of the product using guidelines from previous page if applicable. (Use green and gray as much as possible, for example.) SIMPLE ENERGY BRAND BOOK 21
  22. 22. ICONOGRAPHY
  23. 23. ICONS: HOW TO DESIGN AVOID making icons that are hard to see at a small size Often times logos can be used at a very small size. Details can get lost if not designed with this in mind. The simpler the better! DON’T create a scene Icons are used to represent a concept, not to create a scene. (The same is not true for consumer facing marketing.) DO use rounded corners Rounded corners invoke the logo. DO use two grays Dark gray and medium gray are used for added depth and interest. SIMPLE ENERGY BRAND BOOK 23
  24. 24. ICONS: HOW USE Icons can be placed within circles to generate visual interest if the piece calls for it. The icons should be all white. There should be plenty of negative space surrounding the icon. Please refer to the color guidelines to ensure appropriate color usage. SIMPLE ENERGY BRAND BOOK 24
  25. 25. IMAGERY
  26. 26. CUSTOMER PHOTOGRAPHY Images should evoke refreshing, hopeful feelings. DO use a full bleed Often times when photography is included, it is full bleed. DO crop the blue circle When including quotes, be sure to partially crop the blue circle. BUILDING CUSTOMER RELATIONSHIPS IS GOOD BUSINESS “My attitude toward my utility fundamentally changed: now I feel like they are with us, instead of against us.” –Linda H., a real Simple Energy customer SIMPLE ENERGY BRAND BOOK 26
  27. 27. PRODUCT PHOTOGRAPHY When creating product photos, there are two methods: • Placeit shots, where the screenshot is placed within a photograph. • In a device, where the screenshot is more straightforward. DON’T lie While it’s okay to adjust designs to be more readable, do not add features that do not exist. DO be selective about which photo to use When possible, choose photographs where the screen is easy to read. Make sure the context of the image matches the context of our customers and the product. DO adjust the design to be readable If needed, create a “marketing version” of a web design that is adjusted for maximum readability. Flat device templates can be found here: Dropbox (Simple Energy)/Design/Design Assets/Templates Placeit shots can be created on www.placeit.net -OR- Dropbox (Simple Energy)/Design/Design Assets/Product Photos (placeit) SIMPLE ENERGY BRAND BOOK 27
  28. 28. RESOURCES
  29. 29. MICROSOFT OFFICE TEMPLATES Microsoft Word Document templates can be found here: Dropbox (Simple Energy)/Designers Share Things/Templates/Microsoft Word Microsoft Word Document templates can be found here: Dropbox (Simple Energy)/Designers Share Things/Templates/Power Point SIMPLE ENERGY BRAND BOOK 29

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