Primary logo: one-color, SnagBlue or SnagOrange, on white background
Brand Book 3.0 April 2018
02 | SNAG BRAND BOOK
Brand positioning Snag believes people are the heart of great businesses. We champion their progress and propel them forward with tools to find and share work in their community.
03 | SNAG BRAND BOOK_LOGO
The logo and identity
04 | SNAG BRAND BOOK_LOGO
Full logo Full logo lockup The Snag logo, modern and approachable. The type, Duplicate Soft, is friendly and the slight curve of the g is reminiscent of a smile. The orange hand icon is still a prominent brand feature—you’ll see the theme of hands emerge throughout our brand expression. The logo has two color variations. • The white version should be used
on dark-colored, patterned or photographic backgrounds. • The Blurple version should be used on light or
white backgrounds. • There will be scenarios where the logo might
display in another color. This will be decided on a case-by-case basis by the Snag designers.
Primary logo
05 | SNAG BRAND BOOK_LOGO
Logo variations Large, medium, small The Snag logo has three variations, based on size. Large: the largest logo format is the full lockup. Medium: use the wordmark without the hand icon when there is not enough space for the full lock up, or when the hand is used nearby and you want to avoid duplication. Small: the smallest version of our logo is the hand icon on its own - as it appears in the app tile.
Large: Full logo lockup
Medium: Wordmark
Small: App tile
06 | SNAG BRAND BOOK_LOGO
Logo spacing Clear space around the logo The logo should always have white space around it, allowing for emphasis on the mark. Use the ‘s’ of the Snag wordmark to measure clearspace around the logo.
Clear space: Full logo lockup
Clear space: Wordmark
07 | SNAG BRAND BOOK_LOGO
Logo don’ts What not to do Here are a few examples of what not to do with the Snag logo.
Do not change the relationship between the hand icon and the wordmark.
rva Do not add letters or words to the logo.
Do not smoosh or mutilate the logo.
snag Do not change the color of the logo without design team approval.
08 | SNAG BRAND BOOK_LOGO
Snag is about opportunity Primary logo: one-color, Snag Blurple, on white background
Hands at work tell the Snag brand story •
S nag is about people, the individuals and teams that drive the hourly industry.
•
Snag is about opportunity and hope. We know our audience is reaching, striving toward individual goals. Snag is hands on, just like our customers. Hourly jobs are tough, tangible and immediate. Portraying hands demonstrates an understanding and respect for hourly work.
• •
Photo style: highlighting hands at work in the hourly space
Illustration styles: hands working with the tools of the hourly trade
09 | SNAG BRAND BOOK_COLORS
Colors
10 | SNAG BRAND BOOK_COLORS
Primary
Brand colors A bright palette sets the mood for our brand It’s bold, bright and a little funky. Our primary color—Snag Blurple—acts as a reliable backdrop for the lively secondary set, which should be used as accents.
Use the color conversions listed here when Pantone inks are not available for printing.
•
Use the RGB or HEX conversions listed here for any digital work and CMYK for print.
Snag Blurple
Snag Periwinkle
RGB 38/34/98 PMS 2756 CMYK 100/98/0/15 #262262
RGB 82/104/247 PMS 2727 CMYK 70/47/0/0 #5268F7
Secondary Flo Purple RGB 82/104/247 PMS 2727 CMYK 70/47/0/0 #5268F7
Keep Snag visual communication consistent by following the listed color specifications. •
Recommended color mix: sample
40% shade 40% tint
Flo Green RGB 107/247/82 PMS 7488 CMYK 52/0/82/0 #6BF752
Flo Yellow RGB 244/247/82 PMS 106 CMYK 0/0/75/0 #F4F752
Flo Blue RGB 82/247/247 PMS 305 CMYK 47/0/13/0 #52F7F7
Flo Pink RGB 255/68/160 PMS 806 CMYK 0/72/0/0 #FE54AF
Flo Orange RGB 249/158/75 PMS 24-6 CMYK 0/45/79/0 #F89033
11 | SNAG BRAND BOOK_COLORS
Color system: Comm Design
Photo treatment Gradient over color photo
Accent color (Flo Green) to highlight important text
Snag Recruiting Services
Sample sales slick Snag sales slicks demonstrate how the color palette works on print material. We rely on photos to portray our marketplace. Using a Snag Blurple filter over the photo helps indicate Snag material.
The quality candidates you need, when you need them.
All text on white background is Snag Blurple
Customized recruitment marketing and hiring solutions Choose from a dozen different tools to give you more candidates. We’ll give you better job seeker engagement and boost your brand impressions. We’ll even screen candidates and schedule interviews for you.
Your budget, your terms You decide how to use your budget in the way that makes sense for your business. Pay per click, pay per candidate or pay per hire—the choice is yours.
Bright accent colors—Flo Green, Flo Pink and Flo Orange—bring the page to life.
Get the results you need Choose from a variety of options, including: Sponsored postings with premium placement
Accent color (Flo Green) on character embellishments
Custom hiring campaigns & recruitment advertising Social media recruiting & email job alerts Ai candidate screening assistant Interview scheduling
We’re able to set the bar for the type of candidate we’re looking for, and Snag has enabled us to tap into that population. Director, Talent Acquisition | AutoZone
CTA treatments: gradient from Flo Pink to Flo Orange
Get started today
SNAG_SKO_SE_slicks_final.indd 2
Brent Thompson brent.thompson@snagajob.com
703.557.7973 snagajob.com
1/25/18 2:35 PM
12 | SNAG BRAND BOOK_COLORS
Color system: Product Design Sample home page treatment
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Sample CTA treatment Snag Periwinkle
Employers
Job Tips
Photo treatment Gradient over color photo
Snag’s Employer home page experience demonstrates how the color palette works in our digital space. We use photos to portray our marketplace. Using a Snag Blurple filter over the photo helps queue the Snag brand. Bright accent colors—Flo Green, Flo Pink and Snag Periwinkle—bring the page to life.
Job Seekers
ZIP code
Captain D’s 0 - 5 miles
Email address
Crew
Password
S.M. Durlak, Inc 0 - 5 miles
Zip code
Online English Instructor - Work from Home,…
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ServiceMaster Clean 15 - 20 miles
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Hardee’s 5 - 10 miles
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Team Member
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Tote Handler - Caroline County
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Breakfast Shift Manager
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13 | SNAG BRAND BOOK_COLORS
Color system: Gradient use Dark gradients:
Using Snag gradients A gradient is created by using two or more different colors to paint one element while gradually fading between them. Gradients let designers create something that feels like a new color. Gradients have the potential to be more colorful, playful and attractive than a flat color. Snag uses gradients over photographs to increase brand recognition to call attention to a specific element, such as a quote or a call to action.
UI background Photo overlay
Medium gradients: Social media Photo overlay CTA callout
Bright gradients: Social media Photo overlay CTA callout
14 | SNAG BRAND BOOK_TYPOGRAPHY
Typography
15 | SNAG BRAND BOOK_TYPOGRAPHY
Brand fonts Duplicate Soft
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Maecenas eget magna quis sapien congue finibus. Donec a tortor justo.
Duplicate Slab
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Maecenas eget magna quis sapien congue finibus. Donec a tortor justo.
Nunito
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Maecenas eget magna quis sapien congue finibus. Donec a tortor justo.
Zilla Slab
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Maecenas eget magna quis sapien congue finibus. Donec a tortor justo.
Duplicate Soft • Only used for logo and wordmark
Duplicate Slab: Light / Medium • Quotes and highlighting copy other than headlines • Duplicate Slab Medium for headlines
Nunito: Google font • A Google font with various weights and styles • Subheads, callouts, CTAs and body copy
Zilla Slab: Google font • Quotes and highlighting copy other than headlines • Use Zilla Slab Medium for headlines in digital work
16 | SNAG BRAND BOOK_TYPOGRAPHY
Typography: Comm Design Sample type system Combine Duplicate Slab and Nunito to create hierarchy in your messaging. Here are a few examples that use these two fonts in a system. Comm Design font and weight options include:
Headline Duplicate Slab Medium Sample 24/30 pt Subhead Duplicate Bold Sample 18/22 pt Body copy Duplicate Soft Sample 12/14 pt Bold callout Duplicate Bold Sample 12/14 pt
• Duplicate Slab Light • Duplicate Slab Medium
The logo The Snag logo, modern and approachable The type, Duplicate Soft, is friendly and the slight curve of the g is reminiscent of a smile. The orange hand icon is still a prominent brand feature—you’ll see the theme of hands emerge throughout our brand expression. The logo comes in two color variations. • The two-color version should be used only on white or
light-colored backgrounds.
• Nunito Regular
• The white version should be used only on dark-
• Nunito Bold
colored, patterned or photographic backgrounds.
• Nunito Black
• Black & white versions should only be used
for reproductions where color printing is not available.
• No semi, no italics Logo wordmark Duplicate Soft Black Only used in logo / wordmark
17 | SNAG BRAND BOOK_TYPOGRAPHY
Typography: Product Design UI type system Our UI type system is set to a 16px rhythm that increases and decreases at increments of 1.2%. • Body copy 1em/1.5em (16/24) • Line height of 1.5 Using exclusively Nunito, Product UI font and weight options include: • Nunito
• Zilla Slab
18 | SNAG BRAND BOOK_ICONS AND PHOTOGRAPHY
Icons and photography
19 | SNAG BRAND BOOK_ICONS AND PHOTOGRAPHY
Icons Sample icons Snag iconography complements the other branding elements—they are simple, direct and approachable.
20 | SNAG BRAND BOOK_ICONS AND PHOTOGRAPHY
Photography: Our customers Our primary photo style focuses on hourly work Photos should feel candid and authentic. Show workers confidently doing their job, never looking bored, tired or disengaged. Avoid shooting posed, staged, looking directly at the camera. Instead, feature people, surfaces, environments often associated with hourly work allowing viewers to imagine themselves in the scene. To promote qualities that truly embody our core brand personality—optimistic, determined, sincere and genuine—use photos of people who look like our customers. Always depict ethnic diversity. Create a narrative with photos, one that conveys the sense of pride that people have when they are good at their work and enjoy what they’re doing.
1
21 | SNAG BRAND BOOK_ICONS AND PHOTOGRAPHY
Photo style: Hands Our secondary photo style focuses on hands in the hourly space Following the same recommendations as our primary photo style, this gallery features the hands of the hourly industry. The backbone of our brand system, the hands of the hourly industry represent hope, opportunity, action, humanity and determination. Use available light, natural if possible, and interesting compositions that show people engaged in their jobs. Use depth of field, where the focal point is the hero of the photo and everything else is out of focus.
22 | SNAG BRAND BOOK_ICONS AND PHOTOGRAPHY
Gradients Treating photos with a gradient To maximize brand awareness and leverage the impact of our photo choices and brand colors, we will often dress our photos with a color gradient overlay. Work with your design team to use photo gradients properly.
23 | SNAG BRAND BOOK_ICONS AND PHOTOGRAPHY
Photo don’ts Photos must align with our brand positioning We have a lot of great photography examples of how to represent the brand. Here are some specific things to avoid when choosing photos:
Don’t use fake-looking settings.
Keep the focus on the worker, not the customer—even for retail positions.
Don’t disrespect the hourly industry.
Don’t use extreme camera angles. Photography should feel more candid.
Don’t use cliched or obvious stock photography.
Don’t focus on a specific transaction. Instead, showhow someone working at a cash register or bagging goods.
24 | SNAG BRAND BOOK_RESOURCES
Additional resources
25 | SNAG BRAND BOOK_RESOURCES
Snag copy recommendations About Us
Here are some practical tips for writing in the Snag voice I n general, keep messaging short and sweet. Use straightforward language that cuts right to the point of what you’re trying to say. How to use “Snag.” Never “Snag” anything. Right: When you Snag, you find great workers fast. Use Snag to get the job you want. Wrong: Snag your next job here. Snagging new workers is easy. Reference the Snag Voice and Tone Guide for more practical writing tips.
Careers
April 2018