Fivestars Card: reBrand

BRAND VISION. BRAND VISION IS DEFINED AS THE INTERNAL STATEMENT OF PURPOSE FOR THE COMPANY AND IT’S HOPE FOR THE FUTURE, AND IT DRIVES AND GUIDES ALL ACTIVITIES SHAPING CUSTOMER PERCEPTIONS AND EXPERIENCES WITH THE BRAND.

FiveStars Loyalty, Inc. gets a brand refresh

2 FIVESTARS

4

THEIRS FIVESTARS

COMPETITION

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FiveStars Loyalty, Inc. Properties

hrough researching FiveStars Loyalty brand audit, it is clear that they are looking for a contemporary, sophisticated, credible, yet fun, refined and trustworthy logo.

All participants (Victor Ho & Matt Doka, Founders) in the brand audit strongly agreed that the following aspirational personality attributes reflected FiveStars Loyalty Inc. : Trustworthy, universal, financially solid, honest, relationship based, innovative, multi-faceted, adaptive, integrity, accessible, responsive and to keep clients happy.

Taking these attributes into account, along with the study of competitors (page 4), visual research was done in order to find an appropriate look for FiveStars Loyalty Inc. The following logos/marks are all hand-rendered originals, which have been scanned, and then computerrendered. The name of the company was added, along with a suggested color for consideration.

Brand Values Trustworthy Innovative Honest Accessible Multi Faceted Adaptive Integrity Happy

Suggested Colors

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FiveStars Loyalty, Inc. LogoMark Explorations

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FiveStars Loyalty, Inc. LogoMark Explorations

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FiveStars Loyalty, Inc. LogoType Explorations

Brock Flint Vice President of Sales brock@fivestarsca rd.com Five Stars Loya lty, Inc. 2177 Leghorn Str eet Mountain View, CA 94043 Mobile: Fax:

239.565.1762 650.284.0486

FIVE

FIVE FIVE

superfly rewards card

superfly rewards card

superfly rewards card

SUPERFLY R EWARDS CARD

V FI

ES

TA

R

S

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FiveStars Loyalty, Inc. Logo Redesign: Top 3

FIVE

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FiveStars Loyalty, Inc. Logo Mark

Solid

Gradient

Reversed

Color

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FiveStars Loyalty, Inc. Logo Word Mark

Word Mark

Gotham Medium

Minimum Size: 1” width

2” width

Gotham Book

Reversed 2” width

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FiveStars Loyalty, Inc. Full Mark A BRAND IS NOT A LOGO. THAT SAID, A WELL DESIGNED LOGO IS A FUNDAMENTAL COMPONENT OF A SUCCESSFUL BRAND IDENTITY. FIVESTARS WILL MAKE AN IMPACT WORLDWIDE.

Full Mark

Logo Type

Horizontal Version

Vertical Version

FiveStar Icon

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FiveStars Loyalty, Inc. Full Mark / Full Color

Full Mark

Horizontal Version

Vertical Version

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FiveStars Loyalty, Inc. Color palettes, language and symbolism CYAN

YELLOW

Blue conveys importance and confidence without being somber or sinister, hence the blue power suit of the corporate world and the blue uniforms of police officers.

Yellow is sunshine, denotes happiness and joy.

Because of the high visibility of bright yellow, it is often used for hazard signs and some emergency vehicles. Yellow is cheerful.

For years yellow ribbons were worn as a sign of hope as women waited from their men to come marching home from war.

ORANGE Orange is vibrant. Mentally stimulating as well as sociable. Use it to get people thinking or to get them talking, getting noticed without screaming but demands attention.

It denotes energy, warmth, and the sun. But orange has a bit less intensity or aggression than red, calmed by the cheerfulness of yellow.

As a warm color orange is a stimulant — stimulating the emotions and even the appetite. thoughts of vitamin C and good health.

PURPLE

BLACK

Purple is royalty.

A mysterious color, purple is associated with both nobility and spirituality. “Combining the stable and calming aspects of blue with the mystical and spiritual qualities of purple, Blue Iris satisfies the need for reassurance in a complex world, while adding a hint of mystery and excitement.”

Black conveys elegance, sophistication, or perhaps a touch of mystery.

Purple has a special, almost sacred place in nature: lavender, orchid, lilac, and violet flowers are often delicate and considered precious.

Purple was the favorite color of Egypt’s Cleopatra.

It has been traditionally associated with royalty in many cultures. Purple robes were worn by royalty and people of authority or high rank. The Purple Heart is a U.S. Military decoration given to soldiers wounded in battle.

GREEN Green is the color of life, of nature, Renewal.

Green is life. Abundant in nature, green signifies growth, renewal, health, and environment. Green is strongly associated with Ireland, the Irish, and St. Patrick’s Day. Green also has close associations with Islam.

Because of all the green in nature the color is reminiscent of Spring. It’s also the color for “go” on a traffic light. Grow and Go with Green. Outside of traffic lights, coupled with red it’s a Christmas color.

It can be serious and conventional. Black can also be mysterious, sexy, and sophisticated.

Black is the absence of color. Black can make other colors appear brighter.

Among young people, black is often seen as a color of rebellion. Black is both positive and negative. It is the color for little boys in China. Black, especially combined with orange is the color of Halloween. In early Westerns the good guy wore white while the bad guy wore black. But later on good guys wore black to lend an air of mystery to themselves.

Elegance, sexy sophisticated.

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FiveStars Loyalty, Inc. Color Palette

CYAN

ORANGE

GREEN

C M Y K

C M Y K

C M Y K

100 0 0 0

0 53 100 0

85 20 100 0

Pantone 16-4529

Pantone Orange 021

Gradient Angle 0 Gradient Location 42%

Gradient Angle -90 Gradient Location 42%

Gradient Angle -145 Gradient Location 42%

PURPLE

CYAN

RICH BLACK

C M Y K

C M Y K

C M Y K

77 100 0 0

Gradient Angle 147 Gradient Location 42%

0 0 100 0

Gradient Angle 70 Gradient Location 42%

60 40 40 100

Rich Black is used to refer to a mixture containing the four process colors: cyan, magenta, yellow, and black (CMYK) colors. This is necessary because no black ink is truly black, and the combination of the four inks will result in a denser black, or “rich black.�

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FiveStars Loyalty, Inc. Typeface

WE WERE LOOKING FOR A TYPEFACE THAT WAS VERSATILE AND BOLD, SIMPLE BUT ELEGANT, AND THAT LOOK TIMELESS. Our top and final choice is Gotham, a

Gotham is that rarest of designs,

typeface created by Jonathan Hoefler

the new typeface that somehow

and Tobias Frere-Jones, who have

feels familiar. From the lettering

also designed typefaces for The Wall

that inspired it, Gotham inherited

Street Journal, Rolling Stone, and the

an honest tone that’s assertive but

United Nations. Gotham was initially

never imposing, friendly but never

commissioned by GQ magazine, whose

folksy, confident but never aloof.

editors were looking for a typeface that

The inclusion of so many original

appeared masculine, new, and fresh.

ingredients — a lowercase, italics, and a comprehensive range of

Gotham letters are straightforward

weights — enhances these forms’

and non-negotiable, yet possessed of

plainspokenness with a welcome

great personality, and always expertly

sophistication, and brings a broad

made. And although designers have

range of expressive voices to the

lived with them for half a century, they

Gotham family.

remarkably went unrevived until 2000, when Hoefler & Frere-Jones introduced Gotham.

cd E 34 ef 56 gh 78 9 FIVESTARS

Go A B tha m C ab L D 1 2 c d E F igh t 34 ef G 56 gh HIJ 78 ijk KL 90 lm Go n t o A B ha m C b c D Bo E

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FiveStars Loyalty, Inc. Typeface

c d E oo F k e G (R 45 fg H 6 7 h i j I J K eg 8 9 k l m L M ula r 0 no N ) pq OP Q r Bo st uv ld GH I ijk JK lm LM 0 no NO pq P rs QR t Gotham Thin AB C DE FG HI J K L MNOPQRST UVWXYZ abcdefgh i j k l m nopqr stuvwxyz 123 4 567890

Gotham Light A B C D E FG HIJ KLMNOPQRSTUVWXYZ ab cd efg h ijklmnopqrstuvwxyz 123 4 5 67890

Gotham Book (Regular) A B C D E FG HI J KLMNOPQRSTUVWXYZ ab cd e fg hijklmnopqrstuvwxyz 1 2 3 4 5 67890

Gotham Bold A B C D E F G HIJKLMNOPQRSTUVWXYZ a b cd e fg hi j k l mnopqrstuvwxyz 1 23456789 0 Gotham Black A BC DE FGHIJKLMNO PQ RSTUVWXYZ a b cd e fg hi j k l mnopqrstuvwxyz 1 23 456789 0

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FiveStars Loyalty, Inc. Brand Assets REWARDS CARD 3.370 w x 2.125 in

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GOODBYE PAPER PUNCH CARD

HELLO FIVESTARS.

“EENY, MEENY, MINY, MOE”

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STAY LOCAL, STAY LOYAL HELLO FIVESTARS.

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GOODBYE PAPER PUNCH CARD

HELLO FIVESTARS.

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FiveStars Loyalty, Inc. Brand Assets CO-BRANDED REWARDS CARD

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FREE CAPPUCCINO!

HELLO FIVESTARS.

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FREE ESPRESSO!

HELLO FIVESTARS.

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MEMBERS ONLY

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FiveStars Loyalty, Inc. Brand Assets BUSINESS CARDS

Victor Ho CO-FOUNDER + CEO victor@fivestarscard.com

562.547.1193 650.284.0486 FAX 2177 Leghorn Street Mountain View, CA 94043

Victor Ho CO-FOUNDER + CEO victor@fivestarscard.com

562.547.1193 650.284.0486 FAX 2177 Leghorn Street Mountain View, CA 94043

FIVESTARS.COM

Special.

SUPER SEXY SLIM CARDS 1.75” tall x 3.5” wide Background Star is Spot Aqueous Varnished.

Round corner on top, squared bottom.

Victor Ho CO-FOUNDER + CEO

victor@fivestarscard.com

Matt Doka CO-FOUNDER

matt@fivestarscard.com

Second Side

562.547.1193 650.284.0486 FAX 2177 Leghorn Street Mountain View, CA 94043

FIVESTARS.COM

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WORLD CLASS SERVICE.

HELLO FIVESTARS.

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RED CARPET TREATMENT.

HELLO FIVESTARS.

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FiveStars Loyalty, Inc. Brand Assets Corporate I.D. System

Victor Ho CO-FOUNDER + CEO victor@fivestarscard.com

562.547.1193 650.284.0486 FAX 2177 Leghorn Street Mountain View, CA 94043

Victor Ho CO-FOUNDER + CEO victor@fivestarscard.com

562.547.1193 650.284.0486 FAX 2177 Leghorn Street Mountain View, CA 94043

FIVESTARS.COM

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A BRAND IS AN ASSET, AND IT SHOULD BE MANAGED CAREFULLY.

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CORPORATE BUSINESS SYSTEM NOTEPAD// LETTERHEAD //ENVELOPE BUSINESS CARDS//

POCKET SIZE

SALES BROCHURE

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FINALLY, ONE REWARDS CARD.

HELLO FIVESTARS.

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WELCOME KIT

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WELCOME KIT

FLOOR GRAPHICS 80 FIVESTARS

MATCHING BUTTONS

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HAPPY ANNIVERSARY

90 CELEBRATING 1 MILLION MEMBERS FIVESTARS

DESIGNER