B R A N D S TA N D A R D S
HELLO
WE ARE VERTICAL NERVE. Get to know our brand and you will understand what drives us. Our dynamic colors, bold typography and clean design all serve to communicate one idea – WE CONNECT BRANDS AND PEOPLE. The following are more than colors, fonts, elements and layouts; they’re the essence of our brand – who we are and how we do business.
BRAND VOICE
BRINGING YOUR BRAND TO PEOPLE AND PEOPLE TO YOUR BRAND
MEASURE UP. 4
ACQUIRE Search Engine Marketing Remarketing Performance Display Advertising Search Engine Optimization Social Advertising
Design & Development A/B Testing Reporting & Insights Google Analytics Premium Tag Management
CONVERT
CORE VALUES
PROFESSIONAL
INNOVATIVE
We will conduct ourselves as professionals in our actions, demeanor and appearance.
Every employee is committed to finding and implementing better ways to do things.
DEPENDABLE & TRUSTWORTHY
PROBLEM SOLVER
We say we will do it - consider it done.
There is no problem we cannot solve.
100% CUSTOMER COMMITTED
RELENTLESS
We will ensure all customers are ecstatic about being a reference.
We are the hardest working company in the industry. We will always out-hustle our competitors.
6
LOGO USAGE > HORIZONTAL LOGO CORRECT USAGE
INCORRECT USAGE
> VERTICAL LOGO CORRECT USAGE
INCORRECT USAGE
*Versions of the logo preceding 2015 should no longer be used
7
LOGO USAGE > SPACING CORRECT USAGE
INCORRECT USAGE
Minimum spacing around logo
> ICON CORRECT USAGE
INCORRECT USAGE
8
LOGO USAGE > LOGO WITH TAGLINE CORRECT USAGE
INCORRECT USAGE
measure up
measure up
> LOGO WITH DMNmedia TAGLINE CORRECT USAGE
INCORRECT USAGE
A DMNMEDIA COMPANY
> PARTNERSHIPS CORRECT USAGE
Equal visual weight and spacing for Vertical Nerve and partner logos
INCORRECT USAGE
Vertical Nerve is too small with too little space around the dividing line
Vertical Nerve logo is too large with too much space around the dividing line
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COLORS Each of our core colors represents a unique attribute of the Vertical Nerve brand.
VIBRANT ORANGE
THE PEOPLE
THE DATA
Our orange is bright and bold – just like the people who work here. We are serious about our clients but know that the best results flow out of a fun, creative and collaborative atmosphere.
Gray represents the foundation of our agency – the data that drives the results. Each and every optimization test, decision and recommendation we make to clients is backed by hard numbers.
> PRIMARY
RESOLUTE GRAY
> SECONDARY Vibrant Orange
Resolute Gray
Light Gray
Medium Gray
Canvas
Taupe
#ff6a00 0/72/100/0 255/107/0
#323132 0/0/0/95 51/ 49/50
#ecece5 6/4/8/0 237/236/230
#e0dfdb 11/8/11/0 224/224/219
#f1f3e6 2/0/8/2 242/244/230
#dcddd2 13/8/16/0 220/222/210
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TYPEFACES Standard > TRADE GOTHIC
Display/ Illustration > BEBAS NEUE
Condensed
Regular
abcdefghijklmnopqrstuvwxyz 1234567890
Abcdefghijklmnopqrstuvwxyz 1234567890
Bold
Bold
abcdefghijklmnopqrstuvwxyz 1234567890
Abcdefghijklmnopqrstuvwxyz 1234567890
Trade Gothic is a sans-serif typeface designed in 1948 by Jackson Burke, director of type development for Linotype in the USA. Like many gothic fonts of the nineteenth and early twentieth centuries, Trade Gothic is more irregular than many other sans-serif families that came later. This variety is often popular with designers who are looking for a more distinctive effect.
Bold Condensed
abcdefghijklmnopqrstuvwxyz 1234567890 CAPLINE
> ROBOTO
> MONTSERRAT
Light
Regular
abcdefghijklmnopqrstuvwxyz 1234567890
abcdefghijklmnopqrstuvwxyz 1234567890
Regular
Bold
abcdefghijklmnopqrstuvwxyz 1234567890
abcdefghijklmnopqrstuvwxyz 1234567890
Medium
MEANLINE
X-HEIGHT
abcdefghijklmnopqrstuvwxyz 1234567890 Condensed Regular
abcdefghijklmnopqrstuvwxyz 1234567890
Alternative Fonts > FRANKLIN GOTHIC Medium
BASELINE
N LEFT APEX
WI DTH
TRADE GOTHIC BOLD CONDENSED UPPERCASE
abcdefghijklmnopqrstuvwxyz 1234567890
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TITLES, HEADINGS & SUBHEADINGS > TITLE HEADLINE
> SUBHEADINGS
TRADE GOTHIC CONDENSED
MEASURE UP.
Trade Gothic Bold Condensed tight letter spacing
TRADE GOTHIC BOLD CONDENSED Roboto Medium
DATA, ANALYSIS & INSIGHTS
Trade Gothic Bold Condensed tight letter spacing
> CHARTS, GRAPHS & INFOGRAPHICS
R O B OTO M E D I U M
table headings
> HEADER TREATMENT
MONTSERRAT BOLD
MAKING AN IMPACT FOR MONEYGRAM
Trade Gothic Bold Condensed tight letter spacing
TRADE GOTHIC BOLD CONDENSED
headings
subheadings
TRADE GOTHIC CONDENSED
MAKING AN IMPACT FOR MONEYGRAM Trade Gothic Bold Condensed tight letter spacing
Trade Gothic Condensed tight letter spacing
use logotype for Vertical Nerve
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PARAGRAPH STYLING > HERO PARAGRAPH COPY
> BULLET POINT COPY (PHRASE)
TREATMENT A
It iumquam sendustio. Tus et excepuditi as natquam quate por mos minveritae doluptae voluptur? Santion eicidun tiatum nis as iscim que num.
• Ote, qui es, Palest am pro constuu Trade Gothic Condensed normal spacing with orange call out
• Verursulius hilne molis ficaudacia inat audela mei pero.
• Em nonsinaris, uterivatrae ac tum romnes, utus converum.
TREATMENT B
Quis moluptatis moluptam ne sequo officie ndundem. Ut facerfe rcimpor eperum que excea cum, nus ditatiis eum alit volorerum in etur res es aliam.
Trade Gothic Condensed normal spacing
> BULLET POINT COPY (LIST) • Edees comnit vis rescepere,
> SUBHEAD COPY
• Hilne molis ficaudacia inat • Em nonsinaris
TREATMENT A
Tiam, consequiatem et quunt aut quia dolupti sciate premqui nis audae audi optationem sinist magniminimus ilique eos repernati atet volor aut estrum accabor epersped quod que offic tem qui cus et eum abo.
Roboto Regular normal spacing
• Uterivatrae ac tum romnes
Roboto Regular normal spacing open leading with option of bullet point or caret (>)
• Palest am pro constuu • Ficaudacia inat • Verursulius hilne molis
TREATMENT B
Ne ea sanis ut qui torporem qui reptaque nones et exerspiciis volum excest, tendere mperupt atincto dolorem si tem estio voles doluptas atus debisto dolore nonsendam ex et dit ium et essimil es ent.
Trade Gothic Condensed normal spacing
> DESCRIPTION COPY • Ehent queaut luptasi nus
> BODY COPY Atem laturit autem asitas aliti dus invelenda dolore, qui quias exerspit, optassi te ni rescia volorro magnimu sandelitaqui officat ero commolupta venti sectet es qui rem qui ditia aut rempos eum quid que corum cum reriatia vel el ium iur rae volor moditatiis aut labo. Nam,
• Edees comnit vis rescepere, mo prit Dacredo nequam
Roboto Regular normal spacing open leading with option of bullet point or caret (>)
• atiorem num sequost, que voluptur, qui natum earibeatquos iuntibus rehenist eos ex ea si sunt. Ibusaped ut harchil mo optaturionem haribusa venis eaquaeperi eosantibu nosandittiistrum.
• ditItaquis vo sendantint
Roboto Regular normal spacing open leading with bullet point or caret
Roboto Regular normal spacing open leading with .25 gutter
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PRESENTATION STYLING > COVER PAGE
> CONTENT PAGE
Trade Gothic Bold Condensed tight spacing with open leading
Roboto Condensed Regular normal spacing with open leading
MEASURE UP.
Trade Gothic Bold Condensed cropped to one side with logo alignment
> SECTION BREAK
SETTING THE BAR
Vertical Nerve logo overlay
> TEXT SLIDES
dark image overlay conceptual, faded back white image
Trade Gothic Bold Condensed reversed out orange bar
Montserrat Medium open leading in rectangle Bebas Neue Bold tight spacing Roboto Regular lowercase
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TYPOGRAPHY STYLING > TYPE STYLING
OUR TEAM IS
EXPERIENCED
1
Bebas Neue Bold tight spacing
and
certified IN LEADING TOOLS AND
APPLICATIONS IN USE TODAY
2
Conduct audits of data collection methods and account settings
Analyze audit results and strategize with MoneyGram team to correct account issues
3
Optimize the account and create a road map for future support
Roboto Condensed Regular Bebas Neue Regular Montserrat Bold medium spacing
150
$
PER HOUR
FOR 10
135
$
dotted divider line
PER HOUR
FOR 20
125
$
PER HOUR
FOR 40
> WORD CLOUD Trade Gothic Condensed Trade Gothic Condensed Bold Bebas Neue Regular
The digital marketing space can be overwhelming.
EST. PROJECT TIME: VARIES COST: CUSTOM-SCOPED
Trade Gothic Bold Condensed tight spacing
Trade Gothic Condensed open spacing
Trade Gothic Condensed tight spacing
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STYLE & TREATMENT
> RECTANGLE
> CIRCLE
> TRIANGLE
> CARET
> ARROW
UPTALIT ELIAS
QUE REMPORE RUPTAS
ICIENITEM ABORRO
(enlarged for viewing)
$3,500
> DOTTED LINE
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ICONS > LINEAR STYLE
> SOLID STYLE
Simple, conceptual clean line work used mainly on presentations and infographics. ON WHITE
ON GRAY
WITH TEXT
ON WHITE
Vibrant Orange Resolute Gray
Simple, conceptual solid shapes used mainly on case studies and websites.
Vibrant Orange
Performance Display Advertising
Resolute Gray
WITH TEXT
Define Measurement Plan
White Light Gray White Vibrant Orange
Performance Display Advertising
Roboto Condensed Regular
PERFORMANCE DISPLAY ADVERTISING
Trade Gothic Condensed all caps
DEFINE MEASUREMENT PLAN
DEFINE MEASUREMENT PLAN
PERFORMANCE DISPLAY ADVERTISING
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CHARTS AND GRAPHS > APPLICATIONS
> COMMON ELEMENTS
Montserrat Bold
IMPRESSIONS
Medium Gray
icon logo
COST PER CLICK slight light to dark gradient
gray for non-Vertical Nerve data
line pattern
subtle drop shadow
COMPETITOR A SEPT. 2014
COMPETITOR B JULY 2015
SEPT. 2015
20
INFOGRAPHICS > APPLICATIONS
> COMMON ELEMENTS
tone-on-tone graphic line pattern within border of base color
simple, clean shapes
Our web developers
FINAL RESULTS
IMPLEMENT
are crafted for client report.
the test hypothesis.
0-15 DAYS
15-30 DAYS
75-90 DAYS
30-75 DAYS
TEST RUNS for 45 days
Our analytics experts
ANALYZE
your page for areas of improvement using website analytics and heatmap reporting to develop a test hypothesis.
Roboto Medium for body copy Trade Gothic Bold Condensed for emphasis
multiple shades of orange to show progression
Yellow Orange
Vibrant Orange
Rust Orange
Dusk Orange
#f4951f 0/72/100/0 244/149/31
#ff6a00 0/72/100/0 255/107/0
#d2602e 13/75/94/2 211/96/47
#af5029 23/78/96/13 175/80/42
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SOCIAL MEDIA GRAPHIC STYLE > APPLICATIONS
BRINGING
> COMMON ELEMENTS
image containing multiple objects that can be highlighted
YOUR
graphic circle asymmetrically placed
PEOPLE BRAND TOPEOPLE TO YOUR BRAND
BRINGING
YOUR
PEOPLE BRAND TOPEOPLE TO YOUR BRAND
sporadic length, angle and placement of dotted lines and circle
Trade Gothic Bold Condensed
22
TYPOGRAPHICAL ILLUSTRATIONS > COMMON ELEMENTS bold typography image overlay in gray area simple, clean shapes
WE
review of your Google Analytics account, verifying setup and data accuracy with instructions for improvement
tag manager gives you the power to
create and update tags
for your website and mobile apps at any time
test
implement
optimize
AND
CO M P R E H E N S I V E
Plan
YOUR ANALYTICS FOR
MAXIMUM INSIGHTS
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CATEGORIES
CITYSCAPES
Our aim to achieve new levels of success for our clients and meet the high expectations we set for ourselves is captured with dynamic images of urban skyscrapers pictured at striking angles.
Captivating images of paths found in outdoor environments reflect our determination to pioneer down roads others have not yet traversed.
AGENCY LIFE
PAT H W AY S
Interesting angles and crops of agency life reflect our most important resource – the people that dedicate themselves to improving the performance and results for the brands they work with.
Image selection is not limited to these categories but should share common attributes including one or more of the following: conceptual ideas conveyed through abstract images, modern aesthetic, high depth of field and interesting crops. In other words, think beyond the frame.
25
PHOTOGRAPHY TREATMENT > FULL PAGE CORRECT USAGE
Vibrant Orange overlay
INCORRECT USAGE
Resolute Gray overlay
White overlay
image is too dark, muddying up the orange
> FULL PAGE WITH LOGO WATERMARK CORRECT USAGE
Vibrant Orange with transparent logo overlay
INCORRECT USAGE
Resolute Gray with transparent logo overlay
image is too light, and logo needs to fill the space completely with a crop at inner left edge icon
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MEASURE UP.
questions? hello@verticalnerve.com