Brand Guidelines
Table of Contents
Foursquare Identity Guideline
The Brand
05
Identity
09
Typography
20
Secondary Graphics
23
Design Applications
28
The Brand
Introduction Mission Statement
Introduction
Foursquare Identity Guideline
Foursquare, stylized as foursquare, is a location-based social networking website for mobile devices, such as smartphones. The service was created in 2009 by Dennis Crowley and Naveen Selvadurai. Crowley had previously founded the similar project Dodgeball as his graduate thesis project in the Interactive Telecommunications Program (ITP) at New York University. Google bought Dodgeball in 2005 and shut it down in 2009, replacing it with Google Latitude. Foursquare is the second iteration of the same idea, that people can use mobile devices to interact with their environment. As of April 2012, the company reported it had 20 million registered users. Male and female users are equally represented and also 50 percent of users are outside the US. In June, Foursquare released a new version of its mobile app available on iPhone and Android. It supports 10 other languages than English.
Identity
Overview Logo Variations Clear Space Sizing Color Palette Improper Usage
Overview
10
Foursquare Identity Guideline
Primary Logo The Foursquare logo is comprised of the visual mark, which is the “4� symbol, plus the geometric outline coupled with the wordmark, which is a customized typeface. The entired Foursquare logo results when the two elements are strategically locked up or organized together like the stacked lock up shown here.
x
Horizontal Logo This is the secondary choice for the logo format. It should be used when there is not enough vertical space to properly read the stacked logo.
x
Logo Variations
Sometimes production constraints will force the logo to be displayed in different ways. To the right are the only acceptable variations of the logo that ensure brand consistency.
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Grayscale Logo
White Logo on Black
This version should be used only when there are production limits such as using standard black and white copier.
This version should be used only when the logo is placed on a dark background with production limitations.
Full Color Logo
White Logo on Blue
This version should be used in all cases when being placed over a light background
This version should be used in compositions highlighting the primary color blue.
Clear Space (Veritcal Logo)
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x
Vertical
x
To help ensure that the logo always looks its best and does not get cluttered, please use the spacing guideline provided here for both vertical and horizontal communication. x x x x = the height of the letter x in the words
x
The Difference in Clear Space There is less clear space in the online format than in the print format of the logo. This is due to certain circumstances where the online format will have layout constraints due to programming needs. However, more clear space is generally preferred.
x
x x x
Sizing (Vertical Logo)
Foursquare Identity Guideline
Standard Size
Minimum Size Print If you need to make the logo smaller than the minimum size requirements shown here, please contact the Foursquare brand team before you proceed.
Minimum Size Online
1 in .474 in
72 px 34 px
13
Clear Space (Horizontal Logo)
14
Foursquare Identity Guideline
x
Horizontal To help ensure that the logo always looks its best and does not get cluttered, please use the spacing guideline provided here for both vertical and horizontal communication.
.5x
x .5x x x = the height of the letter x in the words
.5x .5x
The Difference in Clear Space There is less clear space in the online format than in the print format of the logo. This is due to certain circumstances where the online format will have layout constraints due to programming needs. However, more clear space is generally preferred.
x .5x .5x
Sizing (Horizontal Logo)
Foursquare Identity Guideline
Standard Size
Minimum Size Print If you need to make the logo smaller than the minimum size requirements shown here, please contact the Foursquare brand team before you proceed.
Minimum Size Online
1 in .38 in
72 px 27 px
15
Alternative Logos
Logotype Usage (without symbol) For use in email marketing and stationery
Horizontal Logo Quia vitia volorporit labo. Dolorat emquae. Igenimod quae numqui dolum, sequaecum quam dem et volorehendi temquae volupta eperspe cullabo repersp elique pore quam
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Color Specifications
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Color Palette The Foursquare color palette is bold and expressive with a deep, engaging texture. To ensure immediate recognition and overall differentiation for the Foursquare brand, it is important to note the full saturation of colors. There are no screen values. As such, the color palette, with its bright blue tones and expressive grays, is flexible enought for any medium.
Supportive Colors The Foursquare color palette is bold and expressive with a deep, engaging texture. To ensure immediate recognition and overall differentiation for the Foursquare brand, it is important to note the full saturation of colors. There are no screen values. As such, the color palette, with its bright blue tones and expressive grays, is flexible enought for any medium.
C= 0 M= 0 Y= 0 K= 35
C= 0 M= 0 Y= 0 K= 45
C= 1 M= 10 Y= 84 K= 0
Improper Usage
Foursquare Identity Guideline
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Don’ts
Distortions of any forms
Not Right
The treatments and layouts shown here are examples of techniques that should never be applied to the visual mark under any circumstances.
Do not change the scaling of the logo eihter vertically or horizontally.
Do not rotate the logo.
Not Outstanding
Not Cool
Do not add embellishments like drop shadows embossings etc. to the symbol.
Do not use this logo on a busy background or in an area of image that does not provide enought contrast for the logo.
Improper Usage
Foursquare Identity Guideline
Don’ts
Outline
Outline
The treatments and layouts shown here are examples of techniques that should never be applied to the visual mark under any circumstances.
Do not place the logo in any containing shapes
Do not outline the logo.
19
Not Cool Glowing is distracting Avoid adding an unecessary hipnotic glow.
Do not use the logo on any colors that do not provide adequate contrast.
Typography
Primary Typeface Typographical Hierachy
Typography (Primary typeface)
Primary Typeface Clan OT Bold
Clan OT Bold Italic
Supporting Typeface Helvetica Neue Regular
Helvetica Neue Bold
Aa Aa Aa Aa
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ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopurstuvwxyz 1234567890!@#$%^&*()?/:+=
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopurstuvwxyz 1234567890!@#$%^&*()?/:+=
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopurstuvwxyz 1234567890!@#$%^&*()?/:+=
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopurstuvwxyz 1234567890!@#$%^&*()?/:+=
Typography Hierachy
Display Copy While there are always exceptions and variations, the general rule for typographic hierachy is to use Helvetica Neue Bold for large headlines. Ideally headlines are about 3-4X the size of body copy.
Body Copy
Use Helvetica Neue Regular for subheads and body copy. Type is preferably set flush left and ragged right, upper and lower case. Foursquare should be in Initial caps when it is outside of the logo lockup.
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Display copy: Heletica Neue Bold—size 28pt, leading 33pt, tracking 20.
Foursquare help you and your friends make the most of where you are.
Body copy: Heletica Neue Regular—size10pt, leading 14pt, tracking 45.
With over 10 million members all over the world, foursquare has a hugely global community. People have checked in to every single country on the planet, so we feel the least we can do is make a first-class Foursquare experience available to everyone. That’s why we have versions of our application for all different types of phones, and why, back in February, we launched five translations of our app – in French, German, Italian, Japanese, and Spanish. Since then, our in-country use has exploded, with tons of people, local businesses, and brands hopping on.
Secondary Graphics
Overview Beyond the corporate identity, color palette and typography, the Foursquare visual brand is built on three devices, the symbol, the icon and the pattern. The primary visual asset of the brand is the symbol screen back. The supporting visual assets should be used to ass a future element of contrast.
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Icons
Icons Single color: C=62 M=0 Y=14 K=0
Two colors: C=62 M=0 Y=14 K=0 C=1 M=10 Y=84 K=0
Reversed
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Patterns
Pattern Uasge Pattern is created for background use only. All graphic elements need to be contained in an area and should not be used as stand alone item.
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Design Application
Design Applications Website
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Design Applications Street Flag
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Design Applications Twitter Page
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Design Applications Facebook Page
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Design Applications Bus / Bus Stop
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Design Applications Billboards
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Design Applications Taxi Advertisment
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Design Applications Web Banner: 90px X 728px
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Design Applications Web Banner: 160px X 600px
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Design Applications T-Shirt
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Design Applications CD / DVD
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Design Applications Mobile App
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Design Applications iPhone Case
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Design Applications iPad Interface
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568 Broadway, NY 10012 Make the most of where you are Save Like 1 Like