Ematic Brand Book

1. Creators Status
Nikola Vucicevic
Alan Campos
Caline Chitayat
21. February 2020. 11AM
First Phase:
Done.
Ematic Brand Book
Better communication, clearer messaging, stronger impact.
Rebranding_v04

2. Ematic Brand Book 2020
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The best brands in the world are consistent. Fact.

3. Ematic Brand Book 2020
Table Of Contents
Creative Structure
Visual Concept
What Defines Us
What Inspires Us
Our Mission
Our Vision
Our Brand Promise
Our Values
Brand Gender
Why Are We Producing
This Content
How We Act
Logo
Emotions
Structure
Responsive and Adaptive
Logo Design Approach
Main Corporate Color
Our Shapes
Our Shape System
Icons
Grid System
Samples
User Personas
Ematic People
User Personas
Meet Oneika and Scott
Imagery
Library
Packaging
20” Wide HD LED Monitor
Mini Portable Theater
Projector
7” Quad-Core Tablet
Instagram
Strategy Image, Context,
Color
Creative Approach
Highlights
Insta Stories
Instagram
Let’s Compare
Logo
Pattern
Icons
Banners
Package
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Secondary Corporate Color
Tertiary Corporate Color
Main Corporate Color
Secondary Corporate Color
Tertiary Corporate Color
Logo Safe Area
Tagline
Tagline and Logo Lockup
Colors
Main Color Palette
Secondary Color Palette
Tertiary Color Palette
Typography
Corporate Font
Products
Kids
Instagram
Patterns
Our Shape
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4. Ematic Brand Book 2020
Creative Structure
Visual Concept
WHO
Tech Lovers
Parents With Kids
Business People
Millennials
WHERE
USA & Canada
Wherever there is
Internet, electrical power
or a charged battery
WHEN
Daily Basis
HOW
Online
Desktop and Mobile
Ematic Website
Partners’ Websites
Retail
Partners’ Stores
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What Defines Us?
TIME IS
VALUABLE.
PEOPLE DON’T
BUY PRODUCTS;
PEOPLE BUY
FEELINGS.
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6. Ematic Brand Book 2020
What Inspires Us
Technology and the innovations of
tomorrow. Keeping up with current trends
and thinking ahead to future ones.
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7. Ematic Brand Book 2020
Our Mission
Our Vision
Our Brand Promise
To satisfy human wants and needs
by responding with technology and
electronics.
Using technology and electronics to
create/shape a better self.
Provide the most exciting experiences
(with technology) for all generations.
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Our Values
Our biggest passion is technology; our
strongest assets are people. We act as one.
As a family.
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Brand Gender
Ematic understands both worlds.
Brand gender refers to the individual personality
traits associated with masculinity and femininity
that are both applicable and relevant for brands,
and comprises two independent and universal
dimensions, masculine brand personality traits
(MBP) and feminine brand personality traits (FBP)
(Grohmann, 2009).
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10. Ematic Brand Book 2020
Why Are We Producing
This Content?
Over the past 35 years, we have improved people’s
lives with the latest electronics. With extreme
dedication and hard work, a small,
family-owned-and-operated business grew. But
growth also means increased complexity.
We transitioned from paper to digital, from retail to
e-commerce.
Although our passion is technology, our best assets
are people. This content allows us to introduce our
values so others can better understand the Ematic
world.
Those who want to be a part of our world can
use our assets properly so our vision remains
consistent.
Because our brand matters to us.
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How We Act
Logo
Tagline
Colors
Typography
Patterns
Icons
Imagery
Assets Channels
Partnerships
• Walmart
• Amazon
• Best Buy
• Target
• Influencers
Personal
• Website
Social Media
• Facebook
• Instagram
• YouTube
• Twitter
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Logo
Our logo is the face of our brand. We want to look appealing.
Anytime, anywhere. Following the latest trends in logo design,
we created a flexible, adaptive and responsive identity.

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Emotions are what we stand for. They represent
what we bring through our business and cultural
heritage.
Emotions
ENERGIZED
Determined
Inspired
Creative
Motivated
Focused
Amused
Delighted
Grateful
Optimistic
Joyful
Enthusiastic
Sure
Certain
Dynamic
Empowered
Powerful
Dedicated
Bold
HAPPY STRONG
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14. Ematic Brand Book 2020
Our logo represents (E)lectronic” and “auto(matic)”
Electronic Automation
Structure
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15. Ematic Brand Book 2020
Responsive and Adaptive Logo Design Approach
Logo, brand name, tagline Logo, brand name Horizontal version Logo Mark
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Main Corporate Color with Corporate Tagline
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Secondary Corporate Color with Corporate Tagline
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Tertiary Corporate Color with Corporate Tagline
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Main Corporate Color with Campaign Tagline
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Secondary Corporate Color with Campaign Tagline
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Tertiary Corporate Color with Campaign Tagline
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Logo Safe Area
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Tagline
Our tagline is a key point of our verbal identity. It exists to
empower people, establish credibility and build trust.

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Tagline Logo Lockup
Corporate Tagline
Campaign Tagline
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Colors
Our colors help us to differentiate our territories and
establish better brand architecture.

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Main Color Palette
Our main color palette is meant to stand out, to
differentiate our products from the competition.
It’s the foundation of Ematic brand recognition not
only on its own, but also in its potential application.
The goal is to be recognizable - to inspire,
encourage creativity, communicate energy and
motivate action.
C
M
Y
K
C
M
Y
K
C
M
Y
K
C
M
Y
K
# ffffff # 000000
# b81c8c
# 4a2178
R
G
B
R
G
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R
G
B
R
G
B
000
000
000
000
075
068
067
090
028
100
001
000
087
100
018
007
255
255
255
000
000
000
184
028
140
074
033
120
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Our Secondary Color Palette
Having a secondary color palette allows us to be
flexible. We understand that people are complex -
they are a product of a variety of emotions.
It gives us the opportunity to approach our
audience and respond to these emotional
differences.
Our secondary color palette is meant to inspire
trust, promote growth and stimulate productivity.
C
M
Y
K
C
M
Y
K
C
M
Y
K
C
M
Y
K
# ffffff # 000000
# b81c8c
# 4a2178
R
G
B
R
G
B
R
G
B
R
G
B
000
000
000
000
075
068
067
090
028
100
001
000
087
100
018
007
255
255
255
000
000
000
184
028
140
074
033
120
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Our Tertiary Color Palette
Our tertiary color palette is directed at our younger
audience, due to its positive, playful connotations.
It is meant to draw attention, stimulate, and
energize.
C
M
Y
K
C
M
Y
K
C
M
Y
K
C
M
Y
K
# ffffff # 000000
# b81c8c
# 4a2178
R
G
B
R
G
B
R
G
B
R
G
B
000
000
000
000
075
068
067
090
028
100
001
000
087
100
018
007
255
255
255
000
000
000
184
028
140
074
033
120
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Typography
Just as we use different colors to define our
territories, we use a typography system to
communicate different situations with different
audiences.

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Corporate Font
Gotham Font Family
Gotham Font Family
Gotham Font Family PURPOSE
First Impression
San Serif
Flexible font
Strong
Modern
Trust
Powerful
STYLE EMOTION
Gotham Font Family
Book
Bold
Extra Light
Bold Italic
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Products
Museo Sans Family
Museo Sans Family
Museo Sans Family
Museo Sans Family
Weight 100
Weight 300
Weight 500
Weight 900
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PURPOSE
Introduction
Educational
Amused
San Serif
Flexible font
Strong
Modern
Trust
Ambitious
Inspired
STYLE EMOTION
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Kids
Gotham Font Family
Gotham Font Family
One More Font Here PURPOSE
STYLE EMOTION
Regular Rounded
Bold Rounded
Weight 500
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Introduction
Educational
Amused
Handwritting Trust
Fun
Light
Joyful
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Instagram
Input Serif Font Family
Input Serif Font Family
Input Serif Font Family PURPOSE
STYLE EMOTION
Input Serif Font Family
Thin Compressed
Regular Compressed
Bold Compressed
Bold Italic Compressed
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qwertyuiopasd
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Introduction
Educational
Amused
Slab Serif Trust
Ambitious
Inspired
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Patterns
Our patterns are also an important component of
our world. We use the hexagon shapes to showcase
our creative approach, variety in products, emotional
aspects and more.

35. Ematic Brand Book 2020
Our Shape
We need a shape that is strong, while still being
flexible. We need a shape that has the potential for
meaningful repetition and pattern creation.
A hexagon (from Greek ἕξ hex, “six” and γωνία,
gonía, “corner, angle”) is a six-sided polygon or
6-gon. The total of the internal angles of any
simple (non-self-intersecting) hexagon is 720°.
As the hexagon is found throughout nature,
organized religions insist it is a symbol of harmony
and balance. However, the esoteric wisdom of the
hexagon goes much deeper – right to the heart of
our origins.
Of all the geometric shapes in sacred geometry,
the hexagon is arguably the most powerful and
fascinating.
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Our Pattern Tiles
Essence
Fullfilment
Harmony
Know your no
Innovation
Development
Family
Roots
Forward thinking
Creativity
Support
Better than one
Future
Group of people
Success
Young
Family
Solving
Group of people
Us
Group
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Our Shape System
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Icons
Our icons are a crucial part of our identity. Icons
are explanatory, informative and educational
graphic elements that add value to our business
communications and product promotion.

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User personas
What do our clients look like? Where do they live?
What are their lifestyles? Research regarding user
personas reveal these answers.

44. Ematic Brand Book 2020
Ematic people are practical, economical and
quality-aware. They prefer to enjoy the moment
rather than focus on material items.
Ematic people are curious - willing to try new
things. They are not trendsetters, but they follow
the latest trends and technological features.
Ematic People Main Characteristics
Family Business Sociable Fun
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Personas are fictional characters created based
upon research to represent the different user types
that may use your product or brand in a similar
way. Creating personas helps us understand our
users’ needs, experiences, behaviors and goals.
Why is Defining User Personas Important?
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Meet Oneika Omari Meet Scott Miller
“Spending $4000 on an Apple
computer is sooo crazy!”
“PBS has the best online
content for kids out there.”
Bio
Lives in a 2-bedroom apartment rental with her 6
year old son. As a single mother and cashier, she is
interested in affordable electronics and gadgets for her
son. After a long day, she likes to relax on the couch
and watch TV while her son plays on his tablet.
Wants and Needs
Wants a technology-inspired home atmostphere for
her son. She is price-sensitive, so she needs affordable
options to attain this.
Bio
Lives in a 3-bedroom apartment rental with his wife
and 2 kids. As a financial advisor, he is interested in
investments and technology. Once a month, Scott and
his family get out of Denver to go hiking and spend
quality time with one another.
Wants and Needs
Wants to surround his children with safe and eductional
technology. Needs devices that are reliable and come
from trustworthy, lasting brands.
29 Years Old
Ontario, California
Cashier at Ralph’s
38 Years Old
Denver, Colorado
Financial Advisor at Wells Fargo
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Imagery
We live in a visual world.
Creating an easy-to-recognize visual language
is one of the most important and challenging
components of a brand.
This is our visual storytelling.

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Business Family
Image Library
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Packaging
The packaging is the first physical contact with
the consumer. It’s one of the crucial parts of the
branding platform, and the main goal is to look eye-
catching, memorable, recognizable and appealing -
all in less than two seconds.

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Instagram
Instagram enables a business to sell more than just product. It
builds brand awareness through a more creative and inviting
platform. It provides the audience with a more personal brand
experience.

60. Ematic Brand Book 2020
Strategy
Lifestyle
(Breakfast in bed,
Swimming pool,
Family and TV,
Kids with the
tablet)
Smart Fact/
Interesting Fact
Brand
Promotion
(Use lifestyle
images, user
personas, real
situations)
(Independence
day movie theme.
Funny/
entertaining post)
Products In The
New Context
TBT Post
Fun Fact
(did you know...
have you heard...)
Promote the
Product
(showcase what
the product can do
for the user,
when and how.)
Lifestyle
With The
Product
Our Story
(Dad by Day
Gamer by Night)
On Instagram, we want to act smart and cover
all territories that are relevant to us - especially
user experience. We want to be creative and
engaging. First, we will be there for our audience
by promoting our mutual values and lifestyle.
Secondly, we will promote our products. We
should cater to our audience in this order, as
Instagram is a lifestyle platform.
For the purpose of demonstration, we will use the
nine-tile grid system.
Be Creative. Try to surprise the visitor every time.
Aim for engagement. The main goal is conversions.
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Strategy
Imagery Context Color
Detail
Detail
Text
Complex
Image
Complex
Image
Product
Portrait
Minimal
Bulk
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Creative Approach
Share a story in an original way. Capture the audience’s attention.
invented the first
computer mouse in
around 1964 which was
made of wood.
Doug Engelbart
(1925-2013)
TBT:
invented the first computer mouse in around 1964 which was made of wood.
User persona:
What is your superpower?
Interesting fact:
Did you know...?
Create a situation:
Who will get the Ematic EWT148 laptop and use it first?
Comment <3 if the daughter is going to use it to watch her favorite TV show.
Comment :) if Mom is going to organize her photos from their recent family vacation
Comment lol if you think Dad will use it to finish up his work project.
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Highlights
Ematic About Us Product Portfolio Ematic People Kids Life
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Insta Stories
Coffee with the tablet!
What Kind of Coffee
would you like?
TheQuestionofwHether
ornotwearealoneinthe
univercehasbeenanswered!
From 0 to
Ematic, how
cool are you
for having
breakfast
in bed on
Thursday?
Focused
on Better
#dronestagram
Friday Mood
Another
successful
meeting in
the books
To game or not
to game?
Is that even a
question?
Your best travel
companion
Family time
just got more
exciting!
There for you
Nothing better
than fresh air
and an Ematic
laptop
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Instagram
ematicofficial ematicofficial ematicofficial
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Let’s Compare

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Before After
Logo
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Before After
Pattern
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Before After
Icons
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Before After
Banners
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Before After
Package
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Before After
Package
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Before After
Package
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75. ematic.us