Groupon Sell Sheet Style Guide
GROUPON SELL SHEET STYLE GUIDE
TABLE OF CONTENTS
Table of Contents Brand
4 Typography
17 Marketing Numbers
29 Creating the Document in InDesign
5 Headlines
18 Typography: Marketing Numbers
30 Master Page: A
6
Body Copy
19 Graphs
31 Master Page: B
7 Numbering
20 Graphs
32 Setting Up the Page
8
21 Graphs
33 Photography Frames
9 Checklists
22 Graphs
34 Text Call Outs
10 Color Palette
Copy
35 Quotes
11 Photography: Consumer (Deals)
23
12 Photography: Merchant
24
13 Photography Violations
25
14 Photography Illustrations
26
15 Photography Informational
27
Bulleted Lists
16 Photography Illustrations
Page Layout
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GROUPON SELL SHEET STYLE GUIDE
Brand
BRAND
3
GROUPON SELL SHEET STYLE GUIDE
TYPOGRAPHY
Typography Primary Typeface
Acceptable Typeface Weights
Open Sans
Open Sans Light Open Sans Light Italic Open Sans Regular Open Sans Semibold Open Sans Bold
Groupon’s standard font is Open Sans, a cloneof Hoefler & Frere-Jones’ Whitney typeface. Open Sans is a friendly, simple & flexible sansseriffont that strongly expresses the Groupon brand. Open Sans is the ONLY acceptable typeface.
Typeface Varients
Aa
Open Sans Light
Aa
Open Sans Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Aa
Open Sans Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
1234567890
1234567890
1234567890
-+=[]|\{} ;:”’<>?/.,
-+=[]|\{} ;:”’<>?/.,
-+=[]|\{} ;:”’<>?/.,
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GROUPON SELL SHEET STYLE GUIDE
TYPOGRAPHY
Headlines Headings Headlines should be written in title case and follow one of the example uses to the right.
H1-Headline
The Quick Brown Fox Jumps Open Sans Light, 28 point / 38 leading, Black, Character Count: 20-40 H2-Headline
The Quick Brown Fox Jumps, Go Fox Go Open Sans Regular, 12 point / 20 Leading, Groupon Green, Character Count: 50-65 H3-Headlines The quick brown fox jumps over the lazy dog.
Open Sans Regular, 10 point / 18 Leading, Groupon Black, Character Count: 15-25
Subheadings
Subhead 1
Subheads are used for breakout points after H3. Subheads should be written in title case and follow the example uses to the right.
T HE QUI CK BR OW N F OX J UMPS
Open Sans Semibold, 8.5 point / 12.5 leading, Groupon Black, Character Count: 15-35 Subhead 2 The Quick Brown Fox Jumps Open Sans Regular, 10 point / 12.5 leading, Groupon Black, Character Count: 15-35 Subhead 3 The Quick Brown Fox Jumps Open Sans Regular, 10 point / 12.5 leading, Groupon Green, Character Count: 15-35
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GROUPON SELL SHEET STYLE GUIDE
TYPOGRAPHY
Body Copy Body Copy The standard typeface size of body copy is 9 /13 pt leading. As mentioned above H3 or headlines of “body copy” sections should be set in 12 / 20 pt, Groupon Grey.
Body Copy 1 (Intro Paragraphs)
One of several specialty rolls, the baked Super Dynamite roll wraps spicy tuna, chopped scallops, and garlic sesame cream. Open Sans Light, 12 point / 20 leading, Groupon Grey, Word Count: 250-300 Body Copy 2 (Standard Body Copy) One of several specialty rolls, the baked Super Dynamite roll wraps spicy tuna, chopped scallops, and garlic sesame cream.
Open Sans Light, 8.5 point / 12.5 leading, Groupon Grey, Word Count: 150-250
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GROUPON SELL SHEET STYLE GUIDE
TYPOGRAPHY
7
Numbering Numbers Numbers provide sequential information to a user and also create a visual hierarchy when paired with additional copy. Numbers no matter list or steps should always be hanging indents (they fall in the margin instead of under the header)
Numbering 1 (Lists) Set tabs to .25â&#x20AC;? left aligned indent 9 pt / 20pt Open SansLight
9 pt / 13pt Open SansLight
1
One of several specialty rolls, the baked Super Dynamite wraps spicy tuna, and chopped scallops.
2 One of several specialty rolls, the baked Super Dynamite wraps spicy tuna, and chopped scallops. 3
One of several specialty rolls, the baked Super Dynamite wraps spicy tuna, and chopped scallops.
4 One of several specialty rolls, the baked Super Dynamite wraps spicy tuna, and chopped scallops. 5
One of several specialty rolls, the baked Super Dynamite wraps spicy tuna, and chopped scallops.
Numerical Icon
Numbering 2 (Quick Steps) Set tabs to .25â&#x20AC;? left aligned indent
One of several specialty rolls, the baked Super Dynamite wraps spicy tuna, and chopped scallops.
9 pt / 40pt Open SansLight
One of several specialty rolls, the baked Super Dynamite wraps spicy tuna, and chopped scallops.
One of several specialty rolls, the baked Super Dynamite wraps spicy tuna, and chopped scallops.
9 pt / 13pt Open SansLight
Create your circle and then interior rectangle. Create a text box the size of the blue rectangle.
Ceter the type, set the typesize to 50pt, Open Sans Semibold, and the color to white.
GROUPON SELL SHEET STYLE GUIDE
TYPOGRAPHY
Bulleted Lists Bulleted Lists Bulleted lists are appropriate for quick snippets of inofrmation that do not necessairly have to be followed sequentially.
Bulleted Lists Set tabs to .125” left aligned indent
• One of several specialty rolls, the baked Super Dynamite wraps spicy tuna, and chopped scallops.
9 pt / 20pt Open SansLight
• One of several specialty rolls, the baked Super Dynamite wraps spicy tuna, and chopped scallops.
9 pt / 13pt Open SansLight
• One of several specialty rolls, the baked Super Dynamite wraps spicy tuna, and chopped scallops. • One of several specialty rolls, the baked Super Dynamite wraps spicy tuna, and chopped scallops. • One of several specialty rolls, the baked Super Dynamite wraps spicy tuna, and chopped scallops.
Note: Bulleted lists should be a last resort and only used when selling product features.
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GROUPON SELL SHEET STYLE GUIDE
TYPOGRAPHY
Checklists Checklist Checklists provide sinformation to a user and also create a visual hierarchy when paired with additional copy. Numbers no matter list or steps should always be hanging indents (they fall in the margin instead of under the header)
Checklist 1 Set tabs to .25â&#x20AC;? left aligned indent
7.5 pt / 18pt Open SansLight
9 pt / 11pt Open SansLight
Staff Up: Make sure you have enough staff to serve the rush of new customers. This is especially important during the first few weeks of your feature and near your expiration date. Spread the Word: Make sure to have an allstaff meeting to explain your current Groupon promotion and set objectives for your marketing campaign. Get Excited: Many Groupon customers will be visiting your restaurant for the first time. Make sure your staffâ&#x20AC;&#x2122;s enthusiasm makes a great first impression to keep customers coming back to your restaurant. Get Everyone on Track: Train your wait staff on how to input Groupon codes, track overspend, enter tips, and collect customer info through the Merchant
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GROUPON SELL SHEET STYLE GUIDE
COLOR PALETTE
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Color Palette Primary Palette All Groupon experiences are dominated by the ‘Groupon Green’, with a bold and simple approach. ‘Groupon Black’ and Groupon Grey provides contrast to the mostly white and minimal aesthetic.
#82B548
Groupon Green PMS: 369C CMYK: 59 / 0 / 100 / 7 RGB: 120 / 181 / 72
#414042
Groupon Black CMYK: 0 / 0 / 0 / 90 RGB: 65 / 64 / 66
Secondary Palette All Groupon experiences are dominated by the ‘Groupon Green’, with a bold and simple approach. ‘Groupon Black’ and Groupon Grey provides contrast to the mostly white and minimal aesthetic.
#2D2926
Black PMS: 369C CMYK: 0 / 0 / 0 / 100 RGB: 45 / 41 / 38
#CCCCCC
Groupon Light Grey CMYK: 0 / 0 / 0 / 3 RGB: 246 / 246 / 246
#75787B
Groupon Grey CMYK: 30 / 22 / 17 / 57 RGB: 117 / 120 / 123
GROUPON SELL SHEET STYLE GUIDE
PHOTOGRAPHY
Photography: Deals Note: This is consumer facing photography and should only be used when representing a deal in sales collateral
Clean, simple imagery reinforces our brand values and helps make the Groupon personality and lifestyle visible. Groupon photography should clearly communicate a sense of experience and discovery, supporting headlines and body copy to enhance the reader’s understanding of a primary message. Images should feel full of life with an emphasis on moments captured through people sharing experiences. Characteristics • Clean, simple imagery reinforces • Appears natural or candid • Is unique and ownable by Groupon
Active
Adventurous
An active energy communicates the experiences we are able to provide our valued merchants and consumers. Photographs should feel candid and immediate, capturing people engaged in real-life activities.
Our visuals reflect the sense of adventure afforded to our customers through our deal offerings. Imagery of people participating in unique activities communicates a sense of experience and discovery.
Social
Straightforward
• Cropped on the subject • Uses vibrant colors, not ghosted • Uses BW only in one-color printing • Focuses on people sharing experiences • Avoid headshots, direct eye contact, outdated, cliché or overused images
Our visuals convey a sense of social enjoyment. Imagery with people and of social settings are key to communicating this core brand attribute.
We want our merchants and consumers to know exactly what we’re communicating with a single glance. Straightforward imagery makes it easy to recognize our branded materials and understand our messaging.
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GROUPON SELL SHEET STYLE GUIDE
PHOTOGRAPHY
Photography: Merchant Brand Clean, simple imagery reinforces our brand values and helps make the Groupon personality and lifestyle visible. Groupon photography should clearly communicate a sense of experience and discovery, supporting headlines and body copy to enhance the reader’s understanding of a primary message. Images should feel full of life with an emphasis on moments captured through people sharing experiences. Characteristics • Clean, simple imagery reinforces • Appears natural or candid
Relatable
Illustrative
Our visuals use real merchants with real stories. This establishes a connection and creditability with our merchants through imagery they identify with.
Our visuals showcases the experience of consumers and merchants interacting with our products. This brings clarity to what life with Groupon would look like.
Educational
Enjoyable
• Is unique and ownable by Groupon • Cropped on the subject • Uses vibrant colors, not ghosted • Uses BW only in one-color printing • Focuses on people sharing experiences • Avoid headshots, direct eye contact, outdated, cliché or overused images
Our visuals demonstrate how to use our products in context. They make the technology and software familar through near familiarity.
Our visuals make our merchants life easier and therefore more enjoyable. Our photography demonstrates what a successful business/Groupon partnership looks like.
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GROUPON SELL SHEET STYLE GUIDE
PHOTOGRAPHY
Photography Violations
Always tell a story
Use photos in motion
Have a subject
Don’t choose photography that does not tell a
Don’t choose photography that is static or dull
Don’t choose photography that is abstract
Avoid direct eye contact
Keep it interesting
Stay current
Don’t choose photography that features a person
Don’t choose photography is cliché or overused
Don’t choose photography that shows
story or relate to the deal
looking directly at the camera
outdated technology
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GROUPON SELL SHEET STYLE GUIDE
PHOTOGRAPHY
Photography: Informational Our visuals often need to tell educate the merchant on product names and the flows of how the technology should work. These images are often static product images that when combined togeter tell a story.
Email Imagery
Marketplace / Mobile Imagery
Product Shots
These illustrations are product shots of how products currently look. This helps merchants understand what our products are and understand sometimes arbitrary terms like marketplaces (all deals page).
Imagery should be selected based on the amount of information that can be understood. If placing a computer or ipad around the web screen shot or then it should not be used.
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GROUPON SELL SHEET STYLE GUIDE
PHOTOGRAPHY
15
Photography: Illustration The Merchant Illustration style should be simple and staightforward. The goal is to visually depict a category, channel or concept in a quick visual snippet. They should not be over playful or complex.
G1: F & D
Palm Tree
Goods Packaging
Live
Characteristics for selecting photography · Look for images that are full color and free of any treatments (e.g., duotone, cross process). · Pick photos that have an optimistic and cheery feel.
· Don’t use images of people. · Select images that were taken straight on. · Look for images that seem fresh, modern, and vibrant. · When possible, photography should represent ethnic diversity
New York
Boston
Chicago
L.A.
GROUPON SELL SHEET STYLE GUIDE
PHOTOGRAPHY
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Photography Illustration Lighting The lighting, which includes the shadows and outlines, creates depth and emphasizes key elements of the scene. When determining the angle of the shadow, consult the Shadow Grid, which can be found on the brand Playbook in the Downloads section (Downloads > Graphic elements > Illustrations).
Creating a shadow in Photoshop: 1
Import the shadowgrid.psb into your working file. The new layer will appear in the layers panel. Rename this layer to Shadow Grid and move it above the gradient layer.
2
Create a new layer and place it below the layer of the object in need of a shadow.
3
Name this layer “Shadow”.
4 Select the Shadow layer and cmd+click the layer above it. The outline of the object should be selected. 5
On the Shadow layer, fill the outlined selection with white and deselect the selection (cmd+d).
6
Set the Shadow layer to Multiply. Double-click on the layer to open the Layer Style panel and select Gradient Overlay. In the panel, the settings should be: Style: blend Gradient: black to White, Mode: Multiply Style: Linear, Angle: 90, Click OK.
7
Free Transform the Shadow layer (cmd+t) by pressing the command key while dragging the top-middle anchor point of the transform box in the desired direction. Align the shape with the Shadow Grid and click Return to apply the transform.
8
Lower the Shadow layer opacity to about 20%.
9
blur the shape (blur>Gaussian blur), adjusting the amount so that the edges of the shape are fuzzy.
10
Double-click the Gradient Overlay on the Shadow layer. Then click the Gradient box so that you can tweak the gradient. The farther the shadow is from the object, the softer and lighter the gradient should be.
Stroke
· The stroke must always be set in pure white HeX #FFFFFF.
Keep these recommendations in mind when applying the stroke to objects in Photoshop:
· The weight of the stroke for any web execution of the visual expression must be 2 points thick. · For other executions such as print material or animation, add a stroke that looks visually equivalent to a 2–point stroke on a web banner. · Never apply the stroke inside of the smart object; instead, apply the stroke to the smart object layer in the working Photoshop document.
GROUPON SELL SHEET STYLE GUIDE
MARKETING NUMBERS
Maketing Numbers Marketing Numbers
Example 1
The data sampled from Groupons customers and merchtants speaks volumes to what our customer base thinks about Groupon. Like powerfuly customer reivews and testimonials these can be a powerful force in generating new merchants, investors and expansion. This numbers are used in a varitey of sell sheets, posters and online resouces. The impact of the numbers is connected to their value but also their size. The size and color of the number will depend on the final deliverable output. However, all number are set in Open Sans Light. If you are referring to a percentage the percent sign should be 40% the size of the actual number
75
80
83
9 pt Open SansLight 32 pt Open SansLight
Customer Satisfaction
Example 2
75
80
83
9 pt Open SansLight 32 pt Open SansLight
Customer Satisfaction ForeSee Survey, March 2012
32 pt Open SansLight
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GROUPON SELL SHEET STYLE GUIDE
MARKETING NUMBERS
Typography: Numbers Primary Typeface
Secondary Typeface
Open Sans Light
Whitney Book
Open Sans Light is to be used on numbers ONLY NOT a percent sign symbols.
Whitney Book is to be used on percent signs ONLY
Example 1
Open Sans Light 32pt
80%
Whitney Book 25pt
Example 2 Whitney Book 15pt
Open Sans Light 20pt
67%
make >50K
29%
make >100K
Open Sans Light 20pt Whitney Book 15pt
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GROUPON SELL SHEET STYLE GUIDE
GRAPHS
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Graphs: Pie Charts Pie Charts Graphs are intended to visually simplify information making it easier to digest or understand. If a graph does not do those two things then it should not be used. In sell sheets we use bar graphs and pie charts. Pie charts are to be used when representing the value of Groupon’s over all percentage within a market. Use a pie chart when: • Describing Demorgraphics • Customer Ratings
Creating a piechart in Illustrator: 1
Create a New Document 5in x 5 in.
2
Click on the Pie Graph Tool from the lefthand tool bar
3
To create the Pie Chart drag your mouse from the top left hand corner of the canvas to the bottom right (making a 5x5 pie chart). When you realease your mouse the Pie chart data box will appear.
4
Enter in the numbers you are comparing into the pie chart fields. When you hit Enter to add a number you will see the pie chart start to populat with your data.
5
Once you have entered your data. Close the Pie Chart Data Entry box by selecting the Red X in the top left corner.
7
Rotate the chart so that the smallest amount of data is represented on top.
8
Create a new circle the same size as your pie chart and fill it with white.
9
Then transform the circle to be 75% of its original size. Then align the white circle to be centered on top of the pie chart.
Whitney Book 25pt
6 Copy and paste the pie chart from Ilustrator to InDesign. Scale the pie chart down to fit your desired aread.
Pie Chart: Typography
Whitney Book 15pt
COLORS : Groupon should always be Groupon Green. The minority data should always be in Groupon Grey with a 12.5% Tint. All typography should be in Groupon Grey. The stroke should be .25 Groupon Grey.
Open Sans Light 20pt
67%
Open Sans Light 15pt
make >50K
29%
make >100K Open Sans Light 13pt
Open Sans Light 13pt Whitney Book 15pt
GROUPON SELL SHEET STYLE GUIDE
GRAPHS
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Graphs: Bar Charts Bar Chart Graphs are intended to visually simplify information making it easier to digest or understand. If a graph does not do those two things then it should not be used. In sell sheets we use bar graphs and pie charts. The parallel bars of a bar chart are the easiest way to compare sets of data with more than two variables.
Open Sans Light 20pt
Income
20 15
Open Sans 13pt
10
.25 Groupon Grey Stroke
5 0-30K
Use a bar chart when:
30-60K
60-100K
100K+
â&#x20AC;˘ Comparing with competitors
U.S. Online Population 15pt Groupon Light Grey Stroke
Linear Bar Chart
Open Sans Light 13pt
Living Social 15pt Groupon Blue Stroke
Groupon 15pt Groupon Green Stroke
GROUPON SELL SHEET STYLE GUIDE
GRAPHS
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Graphs: Specialty Linear Bar Chart Sometimes a custom graph is necessary to better represent a certain set of data. The following chart was created for MSAT/CSAT scores. Using more detial in these charts helps the user intstantly recognize brands and where Groupon is in relation to those brands.
If you need to create a chart/graph with a speciality data set use these as templates and reference.
79
Open Sans Light 32 pt
Open Sans Light 20pt
Merchant Satisfaction
Open Sans Semibols 8pt
Merchant Satisfaction Score
B2B Sector
Fortune 500
65
70
E-Commerce
Open Sans Light 13pt
Top 100 Retailers
Customer Satisfaction Score
60 Open Sans Light 15pt
75
80
83
Customer Satisfaction
GROUPON SELL SHEET STYLE GUIDE
GRAPHS
Graphs: Specialty Linear Bar Chart Sometimes a custom graph is necessary to better represent a certain set of data. The following chart was created for MSAT/CSAT scores. Using more detial in these charts helps the user intstantly recognize brands and where Groupon is in relation to those brands.
Brand Quality
If you need to create a chart/graph with a speciality data set use these as templates and reference.
Brand Trust Open Sans Light 15pt
1pt Dotted Stroke Groupon Grey
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GROUPON SELL SHEET STYLE GUIDE
Copy
COPY
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GROUPON SELL SHEET STYLE GUIDE
Writing Style Writers must not follow the style guide like an instruction manual, but rather be in constant pursuit of the spirit of Groupon Voice: • clear, rich imagery to extract the experience of a merchant • simple, accessible, clean language that is a pleasure to read • surprise twists with double-take-worthy authority • never sacrificing clarity for the sake of “following rules” • walk the delicate balance between... • absurdity & logic (ordered comedy chaos) • ridiculousness & encyclopedic authority (dry delivery of wild content) • transparency & selling (elevational narrative w/ no BS) • accessibility & intelligence (clarity & precision over florid prose) • high art...on a coupon. Because why the F not? Users Don’t Read They Scan A great writer doesn’t check boxes, but rather carefully works his or her copy until it reaches this balance. It takes serious effort and care to create copy that is digestible, surprising, and engaging, and to do so with the efficiency and urgency that our productivity expectations require. It sounds hard because it is hard. That’s what makes this a place for great writers and great writing. But remember that good writing may be hard, but it isn’t complicated. Wording styles for a website. Concise, scannable and objective copywriting resulted in 124% better usability. For a comprehensive overview of writing style principles can be found on skynet at the following location
COPY
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GROUPON SELL SHEET STYLE GUIDE
COPY
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Standard Character Counts H1, H2, Intro Paragraph
H1
The Quick Brown Fox Jumps
Character Count: 20-40
H2
It’s a celebration of what makes Groupon great—you!
Character Count: 50-65
You’ll be serving your new customers like never before, thanks to the valuable tools you’ll find in your Groupon Merchant Center and Impact Report. These easy-to-use tools reveal everything from how much money your deal brought in to who your new customers are and how likely they are to return.
Selling Points, Extended Description
Intro Paragraph Character Count: 250-300
Selling Points, Extended Description
Maximum Control, Exceptional Insight
Character Count: 15-30
Create an offer today to get:
Character Count: 15-30
Know Your Market Better Than Ever
Character Count: 15-30
All Eyes on You
Character Count: 15-30
Your offer will receive enhanced exposure via a dedicated page and an email to the best Groupon customers in your market.
Character Count: 150-250
Find out exactly how many Groupon subscribers received your deal and which ones purchased your offer, broken down by geography, gender, and age—information Character Count: 150-250 you’ll find incredibly useful in your future marketing efforts.
GROUPON SELL SHEET STYLE GUIDE
COPY
Standard Character Counts Percentages Facts
72
%
of merchants say that Groupon campaigns enhance the perception of their business in the community.1
They Are New to You
80%
Character Count: 85-95
Character Count: 10-20
of Groupon customers had never been to the partner’s business before or hadn’t visited within the past 90 days.1
Character Count: 85-95
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GROUPON SELL SHEET STYLE GUIDE
Page Layout
PAGE LAYOUT
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GROUPON SELL SHEET STYLE GUIDE
Creating a new INDD Document Creating the Document in InDesign Create a new document in InDesign by selecting File>New from the top navigation menu. Once you have the New Doucument box open set your Width, Height, Column Number and Margins accoding to the left.
PAGE LAYOUT
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GROUPON SELL SHEET STYLE GUIDE
PAGE LAYOUT
Setting up Vertical Master Page A Master Page A
Master Page A - Sales Rep Footer
Master pages serve as a template to ensure all derivative files created from that template our consistent. We use master pages for Sales Rep sell sheets, Account Manager sell sheets and custom sell sheets as well.
Logo Positioning
Master page A will serve as the Sales Rep sell sheet template. We will now create this master page from scratch. To access master pages click on thr pages tab from your right rail toolbar:
Footer Positioning
Double click the A-Master Page and you will open the Master Page for editing. Footer Typography
Footer Tabs
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GROUPON SELL SHEET STYLE GUIDE
PAGE LAYOUT
Setting up Vertical Master Page B Master Page B
Master Page B - Account Manager Footer
Master Page B will serve as the Account Management sell sheet template.
Logo Positioning
We will now create master page B from scratch. Click on thr pages tab from your right rail toolbar:
Select the A-Master Page
Footer Positioning
Footer Typography
Then select the create new page from the bottom navigation of the pages window.
You will see a B-Master Page appear in the pages window below A-Master. Select the B-Master page and it will open for editing.
Footer Tabs
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GROUPON SELL SHEET STYLE GUIDE
PAGE LAYOUT
Setting up Horizontal Master Page A Master Page A
Master Page A - Sales Rep Footer
Master pages serve as a template to ensure all derivative files created from that template our consistent. We use master pages for Sales Rep sell sheets, Account Manager sell sheets and custom sell sheets as well.
Logo Positioning
Master page A will serve as the Sales Rep sell sheet template. We will now create this master page from scratch.
Footer Positioning
To access master pages click on thr pages tab from your right rail toolbar:
Double click the A-Master Page and you will open the Master Page for editing. Footer Typography
Footer Tabs
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GROUPON SELL SHEET STYLE GUIDE
PAGE LAYOUT
Setting up Horizontal Master Page B Master Page B
Master Page B - Account Manager Footer
Master Page B will serve as the Account Management sell sheet template.
Logo Positioning
We will now create master page B from scratch. Click on thr pages tab from your right rail toolbar:
Footer Positioning
Select the A-Master Page
Footer Typography
Then select the create new page from the bottom navigation of the pages window.
You will see a B-Master Page appear in the pages window below A-Master. Select the B-Master page and it will open for editing.
Footer Tabs
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