Brand Usage Guidelines
Brand Usage Guidelines
Content 1. INTRODUCTION 3 Who are we? 5 2. LOGO 6 Clarification 8 Components 9 Typography 11 Positioning, Sizing and Proportionality 12 Inapropiate uses - verykool® 14 Inapropiate uses - California, USA 15 Color 16 Co-Branding 17 3. PRODUCT IDENTIFICATION 18 Model Identification 19 Icons 20 4. ONLINE PRESENCE 21 Website 22 QR Code 23 QR Code. Appropiate usage 24 Social Network 25 5. APPROVALS AND CONTACTS 26 Approvals 27 Contact 27
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Brand Usage Guidelines
1. INTRODUCTION
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Brand Usage Guidelines
INTRODUCTION
Introduction Welcome to the verykool® Brand Usage Guidelines, a guide to the proper use of the verykool® brand owned by InfoSonics Corporation based in San Diego, California. These Guidelines apply to InfoSonics/verykool® employees, consultants, contractors, customers, licensees, exhibitors, outside vendors and other third parties. A brand is much more than a logo and a name. It encompasses people, products, services, values, culture and relationships. It is an experience, an impression, and a reputation. The verykool® brand and logo are InfoSonics intellectual property and are important and valuable assets of our Company. They must be used properly. These Guidelines for using the verykool® brand and logo must be followed in all forms of communication, documents and electronic messages. We realize that the name and logo of a company are its most recognizable symbols, and, when used properly and consistently, can create and maintain a strong name and a superior brand. To achieve this, it is important to understand the structure of the visual components of the brand and logo and set strict standards for their use. In this manual you would find the official color palette, typography, correct and incorrect use of the logo as well as the provisions thereof.
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Brand Usage Guidelines
INTRODUCTION
Who are we? verykool® is a line of mobile phones and devices based in San Diego, California, where the people are inspired by the essence of what California represents: healthy living, outdoor lifestyle, trendy fashion, and leading technologies. verykool® offers products that are unique, finely designed, feature packed and provide exceptional value to the consumer. verykool® is able to achieve these goals by monitoring consumer demand and rapid technological advancements in the industry, maintaining strong ties with our supply chain, and through our own research and product development team that guides every internally-designed product from concept, industrial design, hardware and software design, prototyping, testing, production and final distribution to our sales channels. verykool® has an extensive sales and support presence across the world and is constantly in the field listening to our customers to determine how to better serve them. verykool® products have been sold in 20 countries and 5 continents around the world. In addition to sales in the United States (both through distributors and online), Latin America and the Caribbean remain our largest markets with customers comprised of major network operators, department stores and distributors. verykool® has also supplied products to other brands in China, India, Southeast Asia, Africa and Europe.
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Brand Usage Guidelines
2. LOGO
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Brand Usage Guidelines
LOGO
Logo The verykool® logo is the graphic element that identifies our company. It is used primarily to communicate our brand to the public.
What influences the design of the logo? 1. The verykool® logo uses a custom font that is distinctive and sets us apart from the competition. 2. The logo is not restricted. It is free and simple. Its size and color vary according to the background color that is being used. The name and the font are sufficient to recognize the brand. 3. The verykool® logo is always written in lower case (even at the beginning of a sentence) and, whenever possible and appropriate, accompanied by the trademark sign ‘®’ appearing after it in superscript to signify that it is a trademark officially “registered” by the United States Patent and Trademark Office. verykool® is young, fresh, innovative, trendy and elegant.
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Brand Usage Guidelines
LOGO
Clarification The logo should never be abbreviated. Do NOT refer to our brand as ‘VK’. We should always use the full brand name so that consumers will recognize the brand ‘verykool®’ and no other variation or abbreviation. Similarly, when referring to our phone models, do NOT use the letters ‘VK’ (ie VK i725).
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Brand Usage Guidelines
LOGO
Components verykool® should also be used with ‘California, USA’ beneath the name to indicate that we are a company located in the United States and to capture the desirability of a Southern California brand.
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Brand Usage Guidelines
LOGO
Components California, USA When using the verykool® logo in print, both in landscape and portrait formats, you may use the logo without the trademark mark ‘®’, but always carry the slogan ‘California, USA’ as in the following example. See examples below.
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Brand Usage Guidelines
LOGO
Typography verykool® identity is based on a unique typeface/font that is simple and readable. This font is called ‘Iperion’ and cannot be changed or altered.
Iperion Regular
Iperion
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Ññ Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 11
Brand Usage Guidelines
LOGO
Positioning, Sizing and Proportionality Except for posters and certain other exceptions, the verykool® logo should be positioned at the bottom of the page. It must always be used in proportion to the size indicated in the figure below. You should not alter this ratio when resizing the logo. 3,75’’ (9.53 cm) 0.67’’ (1.70cm)
In addition, there must always be a clean separation area around the logo for visual focus. This area is based on the height ‘X’ which is equal to half the size of the letter ‘v’ in verykool®, as indicated below. Do not include typography or design elements within the specified distance. x
x
x
x x
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Brand Usage Guidelines
LOGO
x
Positioning, Sizing and Proportionality
x
x
x
The verykoolÂŽ logo can be used both horizontally and vertically in certain cases. As shown below, the logo can be positioned within a solid bar of any color. This is a critical design element as it is important to educate consumers that verykoolÂŽ is a brand, not an adjective.
x
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Brand Usage Guidelines
LOGO
Inapropiate uses - verykoolÂŽ When using the logo, the font or the sizing proportions should not be altered; the letters must be in a single color and not presented as an outline, shaded or as gradient colors, and the background should be in a single, solid color. Deviations from these guidelines will devalue the brand and negatively impact our overall corporate image. The following representations are common examples of misuse of the verykoolÂŽ logo. It is imperative to comply with the standards established in this handbook for consistency.
DO NOT Alter proportions
DO NOT Vary Color
DO NOT Vary Letter sizes
verykool
verykool
verykool
DO NOT Outline Text
DO NOT Apply Competing Background
DO NOT Use Shadows
verykool
verykool 14
Brand Usage Guidelines
LOGO
Inapropiate uses California, USA When using the other component of the logo, ‘California, USA’, in a design, you should not alter the proportions; such deviations devalue the brand and negatively impact the overall corporate image. The ‘California, USA’ should always be placed on a solid background or area, or unoccupied. Using the correct color of the ‘California, USA’ will provide maximum contrast with the background for optimum readability. This component cannot be used independently, always used with the main logo verykool or the Dude. Below are some common examples of misuse of the ‘California, USA’. It is imperative to comply with the standards established in this handbook for consistency.
DO NOT Vary Colors
DO NOT Reposition “California, USA”
DO NOT Replace Font
California, USA
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Brand Usage Guidelines
LOGO
Color Pantone 1505c
CMYK C: 0% M: 42% Y: 77% K: 0%
The principal color that identifies our logos is orange in the formulation and pantone indicated below. Whenever possible, this color should be used.
However, this color can change depending on the type of art that is as shown in the following examples:
Please remember to check page 14 to prevent misuse of the logo. 16
Brand Usage Guidelines
LOGO
Co-Branding The verykoolÂŽ logo can be used in conjunction with the logos of other companies with whom we are associated, such as a carrier customer. In these cases, our goal is to have a symmetrical relationship between both logos. Please refer to the charts below, which illustrate the maximum size and the gap between the two logos. In the case where both logos must appear next to each other, the symmetrical relationship remains the same, separated by a black bar. This implementation ensures the integrity of the individual brand while communicating the value of both logos. The resulting logo can be used on all marketing materials including advertising, web sites, brochures and presentations. x
x
1/2 x
x
1/2 x
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Brand Usage Guidelines
3. PRODUCT IDENTIFICATION
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Brand Usage Guidelines
PRODUCT IDENTIFICATION
Model Identification Our devices are identified by letters and numbers. In the group of telephones designated by the letter ‘ i ’, ‘ s ’, ‘ m ’ or ‘ v ’, always use it in lowercase. Example:
i1211 | s5027 | v1000 For the group of phones named with the letters ‘ SL ‘, ‘ TL’, ‘ T ‘, ‘ RS ‘, ‘ R ‘, always use them in uppercase. Example:
SL5560 | TL8010 | RS75 | R800
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Brand Usage Guidelines
PRODUCT IDENTIFICATION
Icons Each phone has a pantone color and a designated icon. This icon must be used in all our communications where the phone is present. Example:
If the icon is not used, the phone also must identify the make and model, which can be written in any font you choose: verykool x000. Example:
Eclipse SL5200 Maverick II s5530 Wave s5019 20
Brand Usage Guidelines
4. ONLINE PRESENCE
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Brand Usage Guidelines
ONLINE PRESENCE
Website The URL of verykool® should always appear in the Neuropol Regular font.
Neuropol Regular
Neuropol
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Ññ Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 When this font is used, it is recommended to open the spacing between letters to 50 points* to increase readability. * The space between letters can change depending on the size of the font. This number is based on Adobe applications. For QuarkXPress, the equivalent spacing is 5 points.
www.verykool.net All printed material must contain the URL of verykool®. It should also be present in all promotional material that allows printing to an extent of not less than 4 points. 22
Brand Usage Guidelines
ONLINE PRESENCE
QR Code A QR code (Quick Response Code) is a module for storing information in a dot matrix or two-dimensional barcode. Recognition software is now available for smartphones that enable the phones to read QR codes and eliminates the need for users to manually enter a website link on their phones.
A QR code can be included in our print and promotional materials, but it is not a requirement.
It can be used in two ways: 1. With direct link to our website homepage, or 2. With a specific link to a particular product within our website.
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Brand Usage Guidelines
ONLINE PRESENCE
QR Code Appropriate usage In print, a QR code should always be placed at the bottom-left of the page, either accompanying the verykool logo or URL of the page that it refers to.
In other promotional materials, the QR code can be located as considered appropriate.
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Brand Usage Guidelines
ONLINE PRESENCE
Social Network The icons that refer to the different social networks where verykoolÂŽ is present can be used when considered appropriate, both in print and in promotional material. They should always be placed at the bottom-left of the page, accompanied either by verykoolÂŽ logo or URL of the page that it refers to.
Our Social Media Channels verykool verykool @verykoolmobile verykool 25
Brand Usage Guidelines
5. APPROVALS AND CONTACTS
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Brand Usage Guidelines
APPROVALS AND CONTACTS
Approvals Marketing Material Requirements and Approvals All print or promotional materials must be approved by the InfoSonics corporate marketing department BEFORE printing or final production. As mentioned at the beginning, a brand is much more than a logo and a name. It encompasses people, products, services, values, culture and relationships. It is an experience, an impression, and a reputation. Corporate approval is required to ensure proper and consistent use of our brand and logos.
Contact To order marketing materials, approvals and other requirements in this regard, please contact:
Lorena Mora
Marketing Coordinator lorena.mora@verykool.net +1 (858)373 -1603
Š 2017 InfoSonics Corporation 27
Brand Usage Guidelines
Thank you! www.verykool.net
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