BRAND STANDARDS POWERPOST
BRAND IDENTITY
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This is the brand guide for PowerPost™. Inside, you’ll find rules for various elements including video, social, and web.
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Who We Are
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Our Logo
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Logo Usage
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Our Typefaces
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Our Colors
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Photography
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Video
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Social Content Examples
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Social & Newsletter Branding
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WHO WE ARE
01 Mission
Preeminent Software Solution for Owned Media
02 Purpose
Transform Brands into PowerPublishers
03 Tagline
Content That Converts
04 Our Unfair Advantage
Exclusive provider of end-to-end content publishing technology: Aggregation, Curation, Creation, Distribution, Conversion, Insights
BRAND IDENTITY
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OUR LOGO
The PowerPost™ logo is a key player in our visual branding. There are a few rules to adhere to when using any version of the logo elements.
01 Primary Logo Pink Horizontal
This logo is to be used for all printed and digital collateral, in the Primary color #e81c64
02 Inverse Logo White Horizontal
This logo is to be used for all printed and digital collateral when the Primary Logo does not have enough contrast. It is best used on solids, but can also appear on textures/images when the composition isn’t overly complex behind it.
03 Vertical & Isolated Logo
This logo is to be used for all printed and digital collateral when Horizontal logos will cause layout complications. Vertical Logos are best used for balancing tight spaces or when featured as social profiles. The Isolated Logo is best used where text is already mentioned in the layout and visuals are still needed.
04 Alternate Logos
This logo is to be used for all printed and digital collateral when Primary Logo does not complement the overall composition. Color options include Black, Pink, and Purple. The PowerPost™ logo is never used in the Orange, Green, or Blue alternate swatch colors.
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All PowerPost™ logos should be selected based on overall color theme and maximum contrast.
The PowerPost™ Isolated Logo also serves as a graphic element that may be manipulated via opacity or bleeding off pages to add visual interest to compositions.
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POWERPOST
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LOGO USAGE
The PowerPost™ logo should always appear professional and clean. Here are some tips to keep you from committing a Logo Fail.
01 Space Around the Logo
Always leave space around the logo so it can breathe. If placed near a corner, ensure spacing is equal on both edges.
02 Textured/Image Backgrounds
If using an image or textured background, it must NOT compete in saturation or contrast levels. If it looks questionable, you probably shouldn’t do it.
As a basic rule of thumb, keep it simple and clean. Place the logo where it can easily be viewed without confusion.
03 Solid Backgrounds
Any combination of logo options may be used, as long as they are high-contrast.
04 Similar Toned Logo + Background
Do NOT use the colored logos on similarly toned backgrounds.
05 Rotation or Stretching + Logo
NEVER rotate or stretch the logo; use either the horizontal or vertical lockups, as necessary.
06 Special Effects + Logo
Never use special effects such as Glow, Bevel & Emboss, Inner Shadow, etc. with the logo.
06a Dropshadows + Logo
Never use a strong drop shadow that causes the logo to appear elevated above the surface. The logo, per Material Design guidelines, should always appear to be a part of the design or surface.
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OUR TYPEFACES
The approved fonts are used in both digital and print work. They appear clean and smart, similar to the PowerPost™ brand. The Gotham & Montserrat Typefaces The Gotham type family is our primary font for headlines and titles. It presents as a sophisticated, clean-cut typeface. For websites & landing pages, replace Gotham with Montserrat. This is a google font, which appears identical to Gotham.
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A B C D E F G H I J K L M N O P Q R STU VWXYZ abcdefghijklmnoprstuvwxyz (.,:;?!@#$%^&*)0123456789
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Roboto We use the Roboto family for our body copy. Any non-headline copy can be set in Roboto Regular, or other lighter variations. Using Roboto Bold to act as a section header is also allowed, so long as the size remains the same as the body copy.
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Gotham The Gotham font should always be bold if paired with body copy. Ensure All-Caps is used if pairing with a subheading, for maximum differentiation while retaining a sophisticated appearance. It’s a contemporary font with great personality when used in its BOLD ALL-CAPS or Small-Caps format. Use Gotham Bold for all headlines or call-out text. You can substitute for Gotham Light if there is a need for a lighter, lean look.
ABCDEFGHIJKLMNOPQRSTU VWXYZ abcdefghijklmnoprstuvwxyz (.,:;?!@#$%^&*)0123456789
Aa ABCDEFGHIJKLMNOPQRSTUV WXYZ abcdefghijklmnoprstuvwxyz (.,:;?!@#$%^&*)0123456789
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Montserrat The Montserrat font should be used when designing websites, landing pages, or other online copy. It is a websafe font which is readily available from Google typekit, which means it will be available to all modern web browsers. The same rules/notes apply to Montserrat as they do Gotham.
OUR COLORS
We are loud, vibrant and confident! Our colors embody these traits. When used correctly, they can quickly identify the PowerPost™ brand.
Primary Colors The primary PowerPost™ color is Pink. It is used with backgrounds, design elements, and major headlines. Callouts are also preferred in Pink.
PINK
Purple is used to compliment Pink. It is best used to support compositions that need attention but are not a primary headline.
Hex
#E81C64
RGB
232, 28, 100
CMYK
PURPLE
Pantone
Solid Uncoated Strong Red U
Hex
#884E87
RGB
136, 78, 135
CMYK Pantone
BRAND IDENTITY
0, 88, 57, 9
0, 43, 1, 47 Solid Uncoated 2355 U
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BLUE
GREEN
ORANGE
Secondary Colors Keep usage to a minimum. These colors are used for complimentary design functions. They are not as heavily used but still appear in layouts to add contrast when needed. These colors rarely appear on the website, as they are more prevalent in app itself.
Hex
#FFB761
RGB
255, 183, 97
CMYK Pantone
0, 28, 62, 0 Solid Uncoated 141 U
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#ABE76A
RGB
171, 231, 106
CMYK Pantone
26, 0, 54, 9 Solid Uncoated 2355 U
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#67C5E7
RGB
103, 197, 231
CMYK Pantone
55, 15, 0, 9 Solid Uncoated 297 U
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OUR COLORS
We use a similar, yet expanded set of colors to distinguish our online presence. This palette allows more flexibility in overall composition. PowerPost™ Gradients We use gradients to add subtle complexity to branding. Gradients should be used in app title bars, cover pages, and infographics. The circular gradient is preferred, unless composition doesn’t allow for it. All gradients must have a buttery-smooth falloff.
Gradient 1: Pink to Dark Pink Hex #e81c64 RGB 232, 28, 100
Hex #9e0046 RGB 158, 0, 70
Gradient 2: Purple to Dark Purple Hex #884e87 RGB 136, 78, 135
Hex #643567 RGB 100, 53, 103
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Cover & Title Pages
Header Images for Blogs or Social Posts
Infographics & Social Content
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PHOTOGRAPHY
Each piece of content, including photography, should work in harmony with all other PowerPost™ branding to create a distinctive visual rhythm across the board. Active & Energetic All photography used in conjunction with PowerPost™ branding exhibits an active atmosphere with energy, passion, and/or excitement. These traits represent the spirit of the brand and must always be present. Images of unemotional faces or actions do not convey the excitement of PowerPost™ nor its enthusiasm for content publishing.
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VIDEO
Video content generated by PowerPost™ must always exude a positive, energetic overtone. Sure we are smart, but we like to have a good time too! Engaging with After Effects All video content should have an engaging atmosphere. The viewer should feel the need to continue watching, whether it’s the content, animations, or special effects used to keep them there. Using Adobe After Effects to add polish to videos is not uncommon. The PowerPost™ video look is a properly exposed and white balanced color grading, with a cinematic duotone 3DLUT applied to it.
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Style & Elements Animations should always use Easy Easing to keep movement fluid and dynamic looking. Ensure Motion Blur is enabled for layers as well as the entire clip. All colors should have high contrast with clean appearances in accordance with the PowerPost™ typography rules. Video effects should be quick but wellexecuted. Feel free to play on the quirkiness of the brand and also add in some gifs if needed.
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SOCIAL CONTENT EXAMPLES
As storytellers, we create thoughtful and strategic content to benefit our diverse audience. Our main objective is to ensure our message not only resonates, but inspires action. Video & Gifs Videos should include a pop of PowerPost™ colors for visual interest. For Living Quotes, this creates an interactive experience that is enjoyable and unexpected. All gifs should be both seamless and pleasing. Animations should be smooth with generous easing for fluid transitions. All fonts within Gifs or Video will follow PowerPost™ typography guidelines.
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Common Infographic Similar to your every day infographic with icons and numbers. Icons are used to help accentuate the overall theme of the information, especially when the fact is not numerical.
Hybrid-Style Infographic This is an example of the hybridstyle infographic. It’s seamlessly composed with large numbers and an image. Large numbers draw the viewers attention to the main point of interest, which are the statistics.
Call to Action Infographic This style of infographic is used to show a call to action within the image in order to highlight a feature. Typically used with articles displaying new features of a product, this infographic style is very flexible and has many variations.
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SOCIAL PLATFORM VISUALS
It’s important that our brand is recognized immediately on social platforms. Social covers, profile images, and newsletter headers should have a cohesive look. Newsletter The weekly newsletters should have a cohesive appearance that allows them to be easily identified by the reader. Consistency with layout, colors, and image style is the focus for all final deliverables. The header contains post-snippets whose images change and update each week based on articles shared. Older images, slowly fade to the rear postsnippets each week.
Thumbnail Images Images should contain little to no text, unless absolutely necessary to convey article context.
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Social Cover Graphics The PowerPost™ social platform covers should always contain a more humanized look. The current color gradient with the approved workplace photography applied as a multiplied texture provides the human touch that will not immediately alienate newer viewers.
Additional Samples Linkedin and Twitter social covers will not have the CTA to sign up for the newsletter. Social profile images can vary between the new PowerPost™ Button icon, or the more simplified bolt+circle logo.
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POWERPOST February 2017 www.powerpost.digital facebook.com/powerpostsocial