Safely brand guide

Meet
SafelyOur Brand Book
Growing Independence

1
Table of Contents
Who We Are
Voice & Tone
Visual
Vocabulary
Introduction
Positioning Statement
Brand Attributes
Brand Architecture
Personality
Communication Pillars
Copy Guidelines
Tagline & Partner Language
Typography
Color
Photography Style
Examples
5
7
9
25
31
35
42
54
61
65
69
76
MEET SAFELY / TABLE OF CONTENTS

3
INTRO / POSITIONING / ATTRIBUTES / ARCHITECTURE
Who We Are
{ }

5
Hi.
The Safely brand doesn’t live in this book. It lives in the mind
of everyone who encounters it. That might happen through
a conversation with you, in one of our applications, or via an
email, tweet, or website. Regardless of the medium, this book
will serve as your foundation and guide for understanding
who Safely is and how to connect with people in a meaningful,
valuable, and memorable way.
Without further ado, welcome!
MEET SAFELY / INTRODUCTION
Who We Are }{

7MEET SAFELY / POSITIONING STATEMENT
Positioning
Statement
Safely is for families who want to stay connected
while fostering independence and keeping their
loved ones safe.
We create Familyware: software services that
increase awareness, improving parents’ ability
to communicate with and guide loved ones
through each stage of growth.
Who We Are }{

9MEET SAFELY / BRAND ATTRIBUTES
Brand Attributes
These attributes are our “guardrails” for creating and
evaluating any expression of the Safely brand.We chose
them for their ability to communicate the different facets
that make Safely unique. You may emphasize certain
attributes more than others under different circumstances,
but all should be reflected in some capacity across our
communications as a whole.
Who We Are }{

Primary Attributes
• Empathetic
• Empowering
• Trusting
• Uniting
• Easy

12 MEET SAFELY / BRAND ATTRIBUTES
Empathetic
Safely understands where I am and
what I need, helping me become part
of a supportive community.
”
“

Empowering
Safely gives me the information
I want, and I decide what to do.
Safely helps me to be an even
better parent.
”
“

Trusted
I know I can count on Safely
to guide me intelligently through
the ever-changing digital and
social worlds.
”
“

Uniting
Safely provides services that
bring me closer to my children,
my parenting ideals, and the broader
online and offline communities.
”
“

Easy
Safely services help me distill my
family’s digital life into a single,
simple solution.
”
“

Secondary Attributes
• Approachable
• Inspiring
• Insightful

Approachable
Safely is run by real people—
real parents—I can relate to.
”
“

Inspiring
Safely improves the way
our family relates.
”
“

Insightful
Safely services refresh my
perspectives on family, parenting,
and technology.
”
“

22 MEET SAFELY / ALWAYS & NEVER
Safely is Always
• Real
• Aware
• Savvy
• Compassionate
• Dependable

23MEET SAFELY / ALWAYS & NEVER
Safely is Never
• Righteous
• Fearmongering
• Geeky
• Self-involved

25MEET SAFELY / BRAND ARCHITECTURE
Brand
Architecture
A brand architecture provides a framework for thinking
about the relationships between a company and its product
categories, brands, and sub-brands. For us, it illustrates
the distinction between Location Labs and the Safely brand,
and among the sub-brands within our Familyware line.
You can use this architecture to evaluate whether new
categories and products should be part of the Safely family.
A consistent naming structure for sub-brands will help
communicate our integrated offering to consumers.
Who We Are }{

27MEET SAFELY / SAMPLE ARCHITECTURE
Sample Architecture
CORPORATION
BRAND
CATEGORY
PRODUCT
SUB-BRAND
AS INGREDIENT
BRAND
EXAMPLE I EXAMPLE II
Social Monitoring
Safely Social Monitor
Family Locator
Safely Product Name
Sprint Family Locator
from the Safely Family

29
Voice & Tone
{PERSONALITY / PILLARS / GUIDELINES / TAGLINE }

31MEET SAFELY / PERSONALITY
Personality
Having a distinct personality, as well as a comprehensive
product line, differentiates us. We’ve described Safely as
a character to help us make consistent decisions about
how we express ourselves. You can imagine asking yourself,
“Would The Safely Family say this / like this / believe this?”
If the answer is “No,” consider another approach. If the
answer is“Yes,”then that word, picture, or idea is in character
for The Safely Family.
Voice & Tone }{

33MEET SAFELY / BRAND CHARACTER
Brand Character
SAFELY IS A FAMILY. They are the inspiring and real
family who live up the block in a warm and inviting home.
The Safely Family’s children are slightly older than yours,
so their parents are always one step ahead.
They’re the first people you turn to for advice, whether
it’s about curfews or smartphones. The parents love being
a community resource and are always ready to pitch in
with solid recommendations–or just a glass of wine–
when you need it.
The Safely Family acknowledges problems and plans together
to improve their family’s situation. Their commitment
to honest communication results in the tight-knit family
you see joking around as they pile into the car together.
They’re always there for one another, and for you.

35MEET SAFELY / COMMUNICATION PILLARS
Communication
Pillars
Communication pillars give us a consistent platform
for expressing in words who we are, what we value, and what
we do.Anyone on the Safely team can use them as a starting
point for creating communications for any audience.
These one-word pillars and their accompanying key messages
should remain unchanged unless we make the significant,
strategic shifts at the brand level. When in doubt about what
to say, consult the pillars, and you’ll be on the right track.
Voice & Tone }{

36 MEET SAFELY / COMMUNICATION PILLARS
Communication
Safely products are parents’ ally in building
enduring relationships with loved ones.
Parents and children don’t always see eye-to-eye about what’s
appropriate at what age. By giving parents the tools to stay
informed about what their kids are experiencing, Safely helps
turn normal “growing pains” into opportunities for honest
conversation and greater understanding.
Safely encourages parents and experts to share their stories.
We believe discourse about how different families have
taken action and improved communication during important
life stages helps us all be better parents.

Safety
We at Safely know that at the end of the day,
your loved ones’ security and well-being
are what matter most.
As families grow, their worlds grow. Safely services help
you keep one another close when you can’t be together.
Whether you want to know if your child has left school grounds,
to better understand who they’re communicating with,
or to check in on an aging parent, Safely can help.

Ease
Here at Safely, we create each service by asking
what information families most want and need.
And then we go one step further—designing easy,
intuitive ways to access and understand this
information, at home or on the go.
Safely is ready with the right tools at the right time—
right at your fingertips. Whether from a desktop, laptop,
or smartphone, every Safely service delivers an unparalleled
depth of data, distilled into straightforward reports
and alerts. Safely helps you quickly decide what to do
with what you know.And many Safely products offer custom
settings, including automatic updates and one-click
activation. Our services keep track of your loved ones’
activities, so you don’t have to.

Progress
Keeping up with technology can feel as daunting
as keeping tabs on your growing family. At Safely,
we’re committed to being where the most
important people in your life are going, whether
it’s the latest online social experience or the
next phase of life.
Safely services help parents stay in the driver’s seat.
Kids don’t necessarily change“on schedule,”and the ways
they communicate–by text, email, or web–seem to change
as quickly as they do. That’s why Safely stays on top
of where the digital world is going, with different products
for different stages of a family’s evolution. And you can use
our services one at a time or in combination to create
a solution customized for what your family needs right now.

Expertise
Families depend on Safely products to help
them stay in touch and on top of things.
Though the Safely name is just making its debut,
we at Location Labs are experienced collaborators with
top-tier mobile providers worldwide, and our services
have been embraced by millions of families.
Our tight-knit team of developers and designers–and parents–
has earned widespread recognition for our innovative work.
In 2011 alone, Entrepreneur magazine included us in its list
of the 100 “most brilliant” companies, and PCWorld magazine
praised our products, saying they allow parents to be
“guardian angels” for their children.

42 MEET SAFELY / COPY GUIDELINES
Copy Guidelines
Key messages are square one for creating any external
communication. But of course we want Safely to feel real
and warm, not just consistent. Because no real person
uses the same words in the same order all the time,
you need to remain flexible enough to make informed,
nuanced decisions about what Safely will say, on a
case-by-case basis, by asking:
Voice & Tone }{

43MEET SAFELY / COPY GUIDELINES
• WHAT are our goals with this communication?
Are they quantitative (number of emails captured)
or qualitative (degree of influence)?
• WHO are we talking to, and what do we want them
to think, feel, or do?
• WHERE will they receive this communication
(on Safely.com, on Facebook, in a magazine)?
• WHAT will we say? Which key messages are most
important to this audience and most likely to incite
the desired responses?
• HOW will we say it? What aspects of our brand
personality should dominate, so that our tone
will resonate with this audience, at this time?

44
Making Copy Decisions
Developing communications that are on-brand and maximize
each opportunity means knowing what your options are
and how to use them.The following decision-making guides
will evolve as our goals, audiences, and communication
channels evolve and as we establish best practices
for specific scenarios.
MEET SAFELY / MAKING COPY DECISIONS

45
Copy Decision Tree
MEET SAFELY / COPY DECISION TREE
WHAT OUR
ARE GOALS?
WHO ARE WE
TALKING TO?
WHERE WILL
COMMUNICATION APPEAR?
GOALS
PARENTS
SAFELY.COM
CONVENTION
TWITTER
WALL
EMAIL
BROADCAST
FACEBOOK
TAB
SOC MEDIA
BLOG
PARENTING
CHILDREN
BIZ / TRADE
OTHER?
TECH
MEDIA
INVESTORS
TELCO
PARTNERS
CONSUMERS

46
Messages
MEET SAFELY / MESSAGES
Once you know WHAT your goals are, WHO you’re talking to,
and WHERE your communication will “live,” you can decide
WHAT to say. Start with the communication pillars and
key messages, then ask:
• What is the maximum/optimal number of messages we
can convey, based on the space we have and the audience’s
attention span in this channel?
• What are the most important and resonant messages
for this audience, via this channel, at this time?
• What is the priority order of those messages?
• What and how much supporting detail do we need?
For example, do we need user experience examples,
statistical data, or quotes?
• What external factors should we consider?
For example: competitors’ current messaging; recent media
stories; secondary or peripheral audiences.

47
Tone
MEET SAFELY / TONE
Last, HOW are you going to say what you have to say?
Considering your goals, audience, communication channel,
and messages, ask yourself where, on a scale of 1 to 10,
Safely should fall, in this instance, between:
• Masculine and Feminine?
• Trusted Friend and Trusted Professional?
• Technical and General?
• Formal and Casual?
• Reasonable and Emotional?
• Playful and Serious?
• Warm and No-nonsense?
As you ask these questions, visualize the member of
The Safely Family who is speaking. Adjust messages to sound
like something that person would really say. Remember that
you can create tone by adjusting diction, degree of detail,
and sentence and paragraph length.

48
Fine-tuning
for Audiences
Safely has many audiences, and some can be further segmented.
The following examples will help as you fine-tune near-final
communications for particular niches.
CONSUMERS
MEDIA
TELCO PARTNERS
INVESTORS
AUDIENCE SUB-SEGMENT
Parents: General, Permissive, Authoritarian
Kids: Grade-school, Tween / Teen
Lifestyle, Business / Trade, Tech

49MEET SAFELY / FINE-TUNING
Consumer Communication
Example
General Parents
Remember for Safely.com that our biggest differentiator from the
competition is that we lead with messages about COMMUNICATION,
not about SAFETY.
PILLAR PRIORITY TONE
Communication
Safety
Ease
Feminine
Trusted Friend or Professional
General
Casual
Balanced between
Reasonable and Emotional
Playful and Warm
when appropriate

50
Consumer Communication
Example
Tween / Teen Kids
Remember that kids this age need to know that their wishes are
respected and that, no matter what, their parents have their back.
Communication
Expertise
Feminine
Trusted Friend
General
Casual
Reasonable
Playful and Warm
A little cheeky or irreverent
when appropriate
MEET SAFELY / TONE

51
Media Communciation
Example
Business / Trade
Remember that our business plan and competitive differentiators
are going to be most important to this audience, and they’ll want lots
of solid, interesting data and statistics to support our messages.
Expertise
Progress
Communication
Masculine
Trusted Professional
Technical
Formal
Reasonable
Serious and No-Nonsense
MEET SAFELY / TONE

52 MEET SAFELY / COPY EXAMPLES
Copy Examples
Safely.com Home Page
Safely Familyware is Your Key to Connection
From preparing your first-grader for her first overnight trip to settling
an elderly parent into a smaller home, you take the time to be there when
your loved ones need you. But keeping them secure while giving them
space is a constant balancing act.
We’re here to help.
Safely Familyware software services install in a snap and deliver alerts
about where your family is and what they’re up to, whether they’re
out and about or online. Because the more you know, the better you
can support and guide the most important people in your life.

53MEET SAFELY / COPY EXAMPLES
Media Interview
Response to question posed to Tasso by The Wall Street Journal’s
“Digits” blog: “Do you think concerns about kids’ online vulnerability
to predators are sensationalized or overblown?”
“Parents understandably want and need ways to know what’s going on
and how to intervene effectively when necessary. Focusing on how much
concern is too much takes our attention away from the real issue:
how to deal with those concerns.
“At Safely we create products to help families do just that—deal with
concerns. Our main goal is to make parents’ lives easier, not add to
their information overload. We want families to have access to services
that reduce their anxieties about the dangers kids face by giving them
concrete ways to understand and confront those dangers. After all,
the best way to defuse a threat is to expose it. Having information and
a plan of action, even if that plan is to wait and see, feels—and works—
a lot better than worrying about how much to worry.”

54
MEET SAFELY / TAGLINE
Tagline
Voice & Tone }{

55
Sprint Family Locator
from the Safely Family
MEET SAFELY / TELCO PARTNER LANGUAGE
Partner Language
Voice & Tone }{

57
Visual Vocab.
{TYPOGRAPHY / COLOR / PHOTOGRAPHY / EXAMPLES }

59MEET SAFELY / VISUAL VOCABULARY
Visual Vocabulary
Another way we can connect emotionally with our audiences
is by using specific colors, imagery, and other visual elements.
The following guidelines will help you create designs that are
true to Safely’s look and feel.
Visual Vocabulary }{

61MEET SAFELY / TYPOGRAPHY
Typography
The primary typeface for Safely is Benton Sans, a realist
sans-serif based on News Gothic. The Benton Sans typeface
family was originally created by Tobias Frere-Jones and
was later expanded by Cyrus Highsmith of Font Bureau.
Benton Sans comes in seven weights, from light to black,
and two widths. All weights within the standard width can
be used with the Safely brand, and we recommend you
consistently use the following three: Book, Regular, and Bold.
For instances when you cannot use Benton Sans, Arial should
be substituted.

62 MEET SAFELY / TYPOGRAPHY
Typography
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Benton Sans Book
Body Copy: for main text, longer body copy, and multiple page documents
1234567890
Benton Sans Regular
Headlines: for titles, headlines, subheads, and introductions

63MEET SAFELY / TYPOGRAPHY
1234567890
Benton Sans Bold
Accents: for sparing use to draw specific attention
Headline
Body Copy. Lorem ipsum dolor sit amet, consectetur
adipisicing elit, sed do eiusmod tempor labore et dolore.
Accent text
Type Sample

65MEET SAFELY / COLOR
Color
Color is perhaps the most immediate way to visually
communicate the Safely brand. We’ve carefully selected
a color palette that conveys our brand’s approachability,
trust, ease, and playfulness. The primary color in the palette
is white, supported by secondary greens, blues, and grey,
with a tertiary pop of orange.

66 MEET SAFELY / COLOR PALETTE
Green Light Green
White
Grey
Orange
BlueLight Blue
Color Palette
For accuracy, you should match all printed colors to the PANTONE® Colors noted above, using the current
Pantone Matching System. The colors CMYK, RGB, and hexadecimal breakdowns shown on the next page have
not been evaluated by Pantone for accuracy and may not match the Pantone Color Standards. PANTONE®
is the property of Pantone LLC.

67MEET SAFELY / COLOR PALETTE
R / G / B HexPMS Spot
R: 0 G: 0 M: 0
R: 0 G: 0 M: 0
R: 0 G: 0 M: 0
R: 0 G: 0 M: 0
r 255 g 255 b 255
r 207 g 212 b 216
ffffff
cfd4d8
White
428 C
C / M / Y / K
c 0 m 0 y 0 k 0
c 2 m 0 y 0 k 18
b4d5f0277 C
00b5cb3125 C
7ac142368 C
d6e03d381 C
faa61a1505 C
r 180 g 213 b 240
r 0 g 181 b 204
r 123 g 193 b 67
r 214 g 224 b 62
r 250 g 166 b 26
c 27 m 7 y 0 k 0
c 83 m 0 y 21 k 0
c 57 m 0 y 100 k 0
c 20 m 0 y 90 k 0
c 0 m 40 y 100 k 0

69MEET SAFELY / PHOTOGRAPHY STYLE
Photography
Style
When we use photography, it should evoke the brand
attributes and feel distinctly Safely. Photographs should give
the impression of capturing a real, candid moment in time.
Photographs’ overall tone should be positive, focusing on
intimate moments among family members or friends,
or a child, relaxed and unposed.

70 MEET SAFELY / PHOTOGRAPHY GUIDELINES
Photography
Guidelines
Photography Feels:
• Natural
• Candid and real
• Intimate
• Simple
• Inspiring

71MEET SAFELY / PHOTOGRAPHY GUIDELINES
Photography Shows:
• Positive parenting, relationships, and interactions
• Relatable moments
• Close-ups of people
• A diverse range of kids and parents
(age and race)
• Technology in natural context
(when it appears)
Photography Does Not:
• Feel staged or forced
• Show subjects fearful or uncomfortable

72 MEET SAFELY / PHOTOGRAPHY EXAMPLES
Photography
Examples

73MEET SAFELY / PHOTOGRAPHY EXAMPLES

74
Photography
Examples
MEET SAFELY / PHOTOGRAPHY EXAMPLES

75MEET SAFELY / PHOTOGRAPHY EXAMPLES

76 MEET SAFELY / BRAND EXAMPLES
Brand Examples
These examples are meant to inspire you, by demonstrating
how the Safely messages and visual vocabulary can come
together in a completed design. Compositions for Safely
should feel organic, minimal, and clean, and you have
the option of adding hints of layers and depth.

77MEET SAFELY / BRAND EXAMPLES
Safely is
for Families
Who want to stay connected while
fostering independence and keeping
loved ones safe.
Learn more

79MEET SAFELY / CONCLUSION
Many thanks.
We hope this book serves you well.
’Bye for now!

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