ShopperTrak brand guidelines

©2014 ShopperTrak. All rights reserved. ShopperTrak is a registered trademark.
Brand Identity
Guidelines 2014

Creating communication standards and rules that remain
consistent is the key to establishing a strong identity and brand.
These brand identity guidelines serve as a resource to help
clarify the established branding for ShopperTrak in a coherent
and thorough way through reliable and tested messaging,
branding, color palettes, typography, images and trademarks.
It is intended to:
Appropriately position the ShopperTrak brand
Convey company strengths with consistent and well-
defined collateral
Enable clear and simple business communications
Maximize the value of brand assets
Provide a uniform brand strategy for ShopperTrak’s
standards
Although some rules presented in this guide are fixed, they
are not intended to be limiting. There is scope for creative
expression within the context of the guidelines, provided
consistency and simplicity are maintained.
shoppertrak | Brand Identity Guidelines | 2014
For more information: email@shoppertrak.com
Introduction
1 Identity Elements
1.1 Logo
1.2 Brand Mark
1.3 Logo & Brand Mark Space Parameters
1.4 Logo & Brand Mark Correct/Incorrect Usage
1.5 Color Palette
1.6 Typography & Usage
2 Trademarks & Copyrights
3 Images & Icons
4 Email Signature
5 Contact ShopperTrak

The ShopperTrak logo, made up of two
elements: the brand mark and the word mark
(ShopperTrak name), is a seal of quality and
is one of the company’s most valuable assets.
Its value increases as it is used properly and
consistently in identifying the company as it
unites the company under one global umbrella.
By providing a uniform logo wherever visual
identification occurs, it projects the quality
and the data integrity that ShopperTrak has
come to represent. As the core element of
ShopperTrak’s visual identity, the logo should
be seen on all everything—from printed and
electronic collateral to advertisements to
promotional materials.
The logo is available in EPS, JPG, PNG and
GIF format. The appropriate artwork format
should be used based on requirements of the
situation. Where possible, file formats should
preferably be used as follows:
EPS: All professionally printed applications
JPG: Microsoft programs, online usage
PNG: Online usage
GIF: Online usage
For reproduction purposes, always use the
approved versions of the ShopperTrak logo. No
new designs that differ from the accepted logo
should be created.
The logo is available in three
different color variants: full color,
black and reversed. They have been
designed for optimum reproduction
on specific applications.
The color logo should be used whenever
possible. The color logo is available in two
print formats: spot color and four-color process
(CMYK). Preferred placement of the full color
logo is over a white background. Do not place
logo over complex images or graphics.
The reversed logo should be used against solid
dark or black backgrounds.
For grayscale, when color is not available, the
logo should be one color (black), not black
and gray.
1.1 Logo
Full color
Black
Reversed

The brand mark represents the motion and movement
ShopperTrak devices capture, and the flow of accurate data that
they provide.
When dealing with complex, full-color images, a watermark
design treatment for the brand mark is preferred. A watermark
is a transparent version of the brand mark that helps identify
ShopperTrak’s materials in a subtle and tasteful way.
Watermark treatments are only to be used on the ShopperTrak
brand mark and not on the full ShopperTrak logo. Additionally, a
watermark of the brand mark is never to be used alone. It always
needs to be used in conjunction with a predominately placed
full-color ShopperTrak logo.
For reproduction purposes, always use the approved electronic
versions of the ShopperTrak logos. No new designs that differ
from the accepted logo should be created.
1.2 Brand Mark
Example of watermark
A watermark treatment should be
placed over a solid color or image with
the brand mark flushed right. The size
of the watermarked brand mark should
be depicted in a large scale so that
the full brand mark is not seen, but
is instead artistically cropped.
A watermark needs to be used in
conjunction with a predominately
placed full-color ShopperTrak logo.

The ShopperTrak logo should always be prominent and legible.
It should be used only in horizontal layout. For maximum
legibility and visibility, a minimum size of 1.5 inches/38.1 mm
for print and 2 inches/50.8 mm for web and mobile use has
been defined for the logo. Versions smaller than this should
not be used.
The defined area around the logo, known as the “margin”
or “clear space,” must be kept free of all other elements. No
images or text should appear within this space.
The margin or clear space around logo should be one half
the height of the brand mark in all directions. Never alter the
margin or clear space.
Shown at the minimum 1.5 inches/38.1 mm for print
Shown at the minimum 2 inches/50.8 mm for web and mobile
1.3 Logo & Brand Mark Space Parameters
Halfheight
Halfheight

A strong and consistent visual identity is an important element
of ShopperTrak’s image to its customers. The following will help
guide you in using the ShopperTrak logo and brand mark.
What Not to Do
Please ensure that the logo is not changed in any way or added
too as this reflects badly on the company’s image.
1 Do not alter the width and height independently to alter
the scale
2 Do not add any effects to the logo, such as drop shadows,
gradients, etc.
3 Do not place the logo on a background that renders the
logo illegible, such as on patterns or imagery.
4 Do not place the logo on a dark or black background
(the reversed logo should be used)
5 Do not break up the elements of the logo
6 Do not watermark the logo
1 2
3 4
5 6
1.4 Logo & Brand Mark Correct/Incorrect Usage

The corporate color palette has been specifically developed to unify all ShopperTrak
communications. The corporate colors are ShopperTrak blue and green. This is
supplemented by the secondary and supporting color palettes. The secondary colors
are used to help create a distinctive personality within ShopperTrak on items such as
advertising and collateral. Supporting colors span black, gray and white.
As you consider the primary and secondary ShopperTrak colors, let the following serve
as recommendations for when to use which colors:
Primary blue: The ShopperTrak blue should be used robustly as an accent color
and design element, e.g., headlines, subheads, icons and color blocks.
Primary green: The ShopperTrak green should be used very sparingly to subtly
help break up copy on a page/screen, e.g., a horizontal or vertical line.
Secondary blues: The secondary blues can be used prominently as an alternative
accent color and design element to the primary blue.
Secondary greens: The secondary greens can be used conspicuously as an
alternative to the primary and secondary blues to increase distinction and visual
appeal, e.g., bullet points or call out quotes.
Red: The red should be used sparingly to help a message stand-out or for action-
oriented content, e.g., calls to action in a print piece or a button on a website
Supporting black, gray and white: The supporting colors should be used for
content.
Color values for various applications are listed to the right for each color square.
Whenever possible, it is recommended to make a visual comparison with the PANTONE®
(PMS) chip of the colors being applied. It is essential that colors are correctly specified.
This is to make sure that consistency of color is achieved across all media. All colors
1.5 Color Palette
Primary Colors
Secondary Colors
Supporting Colors
PMS: 285 CMYK: 89 | 43 | 0 | 0 RGB: 58 | 117 | 196 HEX: #3A75C4
PMS: 384 CMYK: 18 | 0 | 100 | 31 RGB: 147 | 153 | 5 HEX: #939905
PMS: 653 CMYK: 90 | 64 | 30 | 11 RGB: 41 | 89 | 127 HEX: #29597F
PMS: 660 CMYK: 90 | 60 | 0 | 0 RGB: 6 | 101 | 181 HEX: #0665B5
PMS: 659 CMYK: 81 | 36 | 0 | 0 RGB: 5 | 136 | 204 HEX: #0588CC
PMS: 542 CMYK: 66 | 22 | 0 | 0 RGB: 10 | 170 | 255 HEX: #0AAAFF
PMS: 2519 CMYK: 55 | 6 | 0 | 0 RGB: 78 | 196 | 255 HEX: #4EC4FF
PMS: 179 CMYK: 7 | 83 | 98 | 1 RGB: 223 | 81 | 41 HEX: #DF5129
PMS: 361 CMYK: 45 | 2 | 100 | 0 RGB: 155 | 198 | 20 HEX: #9BC614
PMS: 377 CMYK: 49 | 26 | 100 | 5 RGB: 142 | 153 | 22 HEX: #8E9916
PMS: 450 CMYK: 57 | 38 | 100 | 19 RGB: 109 | 117 | 16 HEX: #6D7510
PMS: 421 CMYK: 0 | 0 | 0 | 26 RGB: 191 | 186 | 175 HEX: #BFBAAF
Black
White
Print
The process color (CMYK) percentage
formulas specified are ShopperTrak’s
preferred breakdowns and match those
specified by PANTONE, Inc. in PMS values.
They have been chosen to achieve the
simplest and best possible match for
each color.
Web and Mobile
The RGB and Hex color values nominated
here are websafe colors. It is possible
to achieve a closer match using non-
websafe percentages for the PMS
colors referenced.

Words don’t just hold meaning; they communicate by their very form. Tying well-designed
words via typography with the ShopperTrak brand enhances the user experience and unifies
the appearance of communications to convey the personality of the ShopperTrak brand.
The fonts used in documents and electronic communication should remain consistent with the
logo to promote unity and complement the recommended style and branding elements.
Primary Typeface
Source Sans Pro has been chosen as the
new corporate typeface for ShopperTrak. Its
modern, clear and legible design reinforces the
classic and stable attributes of the ShopperTrak
brand. Designed by Adobe, it is a completely
free and open source font and should come
with all the Adobe Products.
Designing for the web:
Download the hosted version through:
http://www.google.com/fonts/specimen/
Source+Sans+Pro
Designing locally or for print/presentations:
Download a free version from:
http://store1.adobe.com/
cfusion/store/html/index.
cfm?event=displayFontPackage&code=1959
or
http://sourceforge.net/adobe/sourcesans/
wiki/Home/
Alternate Typeface
In digital/electronic communications where
Source Sans Pro is not available, then Segoe UI
typeface should be substituted.
Legibility
All text should be set to a minimum size of 8 pt
to ensure legibility. The color of all text should
be carefully considered to ensure that there is
sufficient contrast against the background.
Bulleted Type
When using a bulleted list, the bullets
themselves should be square to mimic the
squares in the ShopperTrak logo. Example:
Bullet item 1
Bullet item 2
Bullet item 3
1.6 Typography & Usage
Source Sans Pro Light
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890
Source Sans Pro Semibold
1234567890
Source Sans Pro Regular
1234567890
Source Sans Pro Bold
1234567890
Text Usage
It is important to also maintain consistency when writing the brand name. Unless the
entire line of copy is in all caps, ShopperTrak should be written as all one word with
two capital letters (uppercase “S” and “T”). It should not be italicized and never split
into two words. The following are examples of the designated uses and non-uses of the
ShopperTrak name in copy.
ShopperTrak is the leading global provider of shopper insights and analytics.
– CORRECT
SHOPPERTRAK IS THE LEADING GLOBAL PROVIDER OF SHOPPER INSIGHTS AND
ANALYTICS. – CORRECT
Shoppertrak is the leading global provider of shopper insights and analytics.
– INCORRECT
ShopperTrak is the leading global provider of shopper insights and analytics.
– INCORRECT
shoppertrak is the leading global provider of shopper insights and analytics.
– INCORRECT
Shopper Trak is the leading global provider of shopper insights and analytics.
– INCORRECT

“Trademark” is a word, name or symbol used by an entity,
such as ShopperTrak, to distinguish its products from
the products of other companies. Product names, slogan
marks, logos and certification marks also fall under this
definition. For the customer, a trademark is an assurance
of consistent product quality. As an exclusive property
right of the trademark holder, a trademark can be one
of the owner’s most valuable assets.
ShopperTrak’s trademarks, service marks and logos
represent intellectual property rights owned by
ShopperTrak and as such are valued assets of ShopperTrak.
They are protected in the U.S. and internationally, and may
not be used without written permission.
ShopperTrak’s trademarks (registered or unregistered) must
be used properly. Follow these trademark guidelines when
using ShopperTrak trademarks in internal and external
communications, documents and electronic messages.
Do not incorporate ShopperTrak’s trademarks or
logos into any other product names, service names,
trademarks, logos or company names. The look and feel
of ShopperTrak’s trademarks, website or product line
should not be copied or replicated by any third-party.
Unless expressly permitted, ShopperTrak trademarks or
any variant should not be bid on as key words on any web-
based search engine.
If, while using this style guide, you still have questions
on individual trademarks and copyrights, please contact
ShopperTrak General Council for assistance.
2.0 Trademarks & Copyrights
Registered Trademarks
To preserve its reputation and protect its
trademarks, ShopperTrak diligently guards
against any violation of its trademarks.
The ® symbol can only be used for federally
and internationally registered marks. The
™ symbol should be used for unregistered
marks or marks where the trademark
application is pending. The use of the ™
symbol is important because it puts potential
competitors on notice that ShopperTrak is
using the mark as trademark for goods and/or
services. The ™ symbol should never be used
for registered trademarks.
The ® and ™ symbols only need to appear
once in a document, usually at the first use
within the document or publication, however
you can use the symbol more often if the
context lends itself.
ShopperTrak’s registered trademarks and
servicemarks are:
Fastlane®
Flash Traffic®
Orbit®
Retail Traffic Analyzer®
ShopperTrak®
ShopperTrak Power Hours®
ShopperTrak Retail Traffic Index®
ShopperTrak Vantage Point®
InsideTrak™
The only US trademark application
pending is for InsideTrak™.
Copyright
A copyright notice should be added to websites and any collateral
(presentations, brochures and sales literature), newsletters (print and
electronic), guides and web pages, and should include the year the material was
last published.
For the copyright, use the copyright symbol © or the word “Copyright,” the
year of first publication and the owner’s name. Including “All rights reserved.
ShopperTrak is a registered trademark.” with the © or copyright notice is an
approved use. Samples of approved copyright notices:
© 2014 ShopperTrak
© 2014 ShopperTrak RCT Corporation
Copyright 2014 ShopperTrak
Copyright 2014 ShopperTrak RCT Corporation
Copyright 2014 ShopperTrak RCT Corporation. All rights reserved.
©2014 ShopperTrak. All rights reserved. ShopperTrak is a registered
trademark.
The © or copyright notice should appear on the last page of multi-page
documents, or at the bottom of single-page material. Copyright placement
examples include:
Brochures and Sales Literature: At the bottom of the back cover or the
back page, or bottom of a single page
Advertising: At the bottom of the page
Newsletters/e-Newsletters: With the editorial staff information
Websites and Mobile: At the bottom of each web or mobile page


Photography/imagery and icons are the final component in the
ShopperTrak visual identity.
Photography and imagery add emotion and a human element
to the overall corporate brand, while helping to communicate
information or target a specific audience group. Because of the
important roles they play, photography and imagery must adhere
to the guidelines in this section.
The ShopperTrak image bank contains a selection of approved
photography that can be used to enhance communications. For
reproduction purposes, always use the approved versions of the
ShopperTrak images. When placing an image, the ShopperTrak
preferred style is to artistically crop images so as to remove
models’ faces from looking directly at cameras. See examples
to the right.
For visual effect, transparent color overlays can be placed on
images similar to the cover and transition slides found in this
Guide. Let the following serve as recommendations for how
to use overlays:
Overlays should always be solid colors.
Shopper blue should be used as the primary color of any
overlays, followed by the secondary shades of blue. For very
specific items and situations, the ShopperTrak green and the
secondary shades of green can be used.
Use 100% color saturation with an applied multiply design filter
to ensure that images are not completed blocked by overlays.
Images that are used in printed materials should be reproduced at
print quality or 300 DPI at 100%. DPI stands for “dots per inch” and
is a measure of the resolution of the image (higher DPI represents
a higher resolution image). Images for web and mobile use should
be reproduced at 72 DPI at 100%.
If, while using this brand identity guide, you still have questions on
the ShopperTrak Image Bank or approved icons, please contact
ShopperTrak Marketing for assistance.
Images
Below is a sampling of some of the approved ShopperTrak
images. To gain access to the ShopperTrak image bank,
please contact ShopperTrak Marketing for assistance.
Icons
Below is a sampling of some of the approved ShopperTrak
icons. To gain access to the ShopperTrak icon bank, please
contact ShopperTrak Marketing for assistance.
Before
Cropping
Before
Cropping
After
Cropping
After
Cropping
Perimeter Analytics Traffic
Interior Analytics Conversion
Performance Analytics Transaction Size
3.0 Images & Icons
Solutions: Profit Pillars:

Properly formatted personal identifiers such as email auto-
signatures provide a consistent and professional look, both
internally and externally. The consistent treatment of these pieces
will support the effective use of ShopperTrak’s brand.
The use of logos within the signature is against policy, whether
they are corporate-approved logos or non-approved logos and
animations. Images needlessly increase the size of data being
transmitted and don’t readily download when being viewed using
Outlook. The disclaimer language should be included at the
bottom of each email signature.
Colors used in the email signature are ShopperTrak blue,
ShopperTrak green and gray. The font is Segoe UI and the
size is 10pt.
ShopperTrak Blue: RGB: 58 | 117 | 196
ShopperTrak Green: RGB: 147 | 153 | 4
Gray: RGB: 128 | 128 | 128
Email Don’ts
No logos unless first approved
No taglines or slogans
No environmental messages
No script fonts
No social media icons or logos
No background images or patterns
4.0 Email Signature
An example of a properly formatted email auto signature is provided below:
Name
Title
ShopperTrak Chicago USA
O: XXX.XXX.XXXX | M: XXX.XXX.XXXX
email@shoppertrak.com | @shoppertrak
www.shoppertrak.com
CONFIDENTIALITY AND SECURITY NOTICE
The contents of this message and any attachments may be privileged, confidential and
proprietary and also may be covered by the Electronic Communications Privacy Act. If
you are not an intended recipient, please inform the sender of the transmission error
and delete this message immediately without reading, disseminating, distributing
or copying the contents. ShopperTrak makes no assurances that this e-mail and any
attachments are free of viruses and other harmful code. Please contact ShopperTrak at
312-676-8222 or email information@shoppertrak.com if you need assistance.

If, while using this style guide, you still have questions on individual elements or the way ShopperTrak
communications can be used, please contact ShopperTrak Marketing for assistance in the following regions:
U.S. & the Americas
ShopperTrak
233 South Wacker Drive, 41st Floor
Chicago, IL 60606 USA
+1.312.529.5300
email@shoppertrak.com
Europe & Middle East
ShopperTrak
St John’s Court
Easton Street
High Wycombe, Buckinghamshire, HP11 1JX
United Kingdom
+44.0.1494.460.460
info.emea@shoppertrak.com
Asia Pacific
ShopperTrak China
Suite 1103-05, No. 4th. Excellence Century Tower
Third Fuhua Road, Futian District
Shenzhen, Guangdong
P.R. China 518000
email@shoppertrak.com
5.0 Contact ShopperTrak
©2014 ShopperTrak. All rights reserved. ShopperTrak is a registered trademark.

ShopperTrak brand guidelines

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