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
6 FIVESTARS
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
8 FIVESTARS
FiveStars Loyalty, Inc. LogoMark Explorations
10 FIVESTARS
FiveStars Loyalty, Inc. LogoMark Explorations
12 FIVESTARS
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
14 FIVESTARS
FiveStars Loyalty, Inc. Logo Redesign: Top 3
FIVE
16 FIVESTARS
FiveStars Loyalty, Inc. Logo Mark
Solid
Gradient
Reversed
Color
18 FIVESTARS
FiveStars Loyalty, Inc. Logo Word Mark
Word Mark
Gotham Medium
Minimum Size: 1” width
2” width
Gotham Book
Reversed 2” width
20 FIVESTARS
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
22 FIVESTARS
FiveStars Loyalty, Inc. Full Mark / Full Color
Full Mark
Horizontal Version
Vertical Version
24 FIVESTARS
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.
26 FIVESTARS
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.�
28 FIVESTARS
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
12 30
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
32 FIVESTARS
FiveStars Loyalty, Inc. Brand Assets REWARDS CARD 3.370 w x 2.125 in
34 FIVESTARS
GOODBYE PAPER PUNCH CARD
HELLO FIVESTARS.
“EENY, MEENY, MINY, MOE”
38 FIVESTARS
STAY LOCAL, STAY LOYAL HELLO FIVESTARS.
40 FIVESTARS
GOODBYE PAPER PUNCH CARD
HELLO FIVESTARS.
42 FIVESTARS
FiveStars Loyalty, Inc. Brand Assets CO-BRANDED REWARDS CARD
44 FIVESTARS
FREE CAPPUCCINO!
HELLO FIVESTARS.
46 FIVESTARS
FREE ESPRESSO!
HELLO FIVESTARS.
48 FIVESTARS
MEMBERS ONLY
50 FIVESTARS
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
52 FIVESTARS
WORLD CLASS SERVICE.
HELLO FIVESTARS.
54 FIVESTARS
RED CARPET TREATMENT.
HELLO FIVESTARS.
56 FIVESTARS
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
58 FIVESTARS
A BRAND IS AN ASSET, AND IT SHOULD BE MANAGED CAREFULLY.
- FIVESTARS
60 FIVESTARS
CORPORATE BUSINESS SYSTEM NOTEPAD// LETTERHEAD //ENVELOPE BUSINESS CARDS//
POCKET SIZE
SALES BROCHURE
64 FIVESTARS
FINALLY, ONE REWARDS CARD.
HELLO FIVESTARS.
66 FIVESTARS
68 FIVESTARS
70 FIVESTARS
WELCOME KIT
72 FIVESTARS
74 FIVESTARS
76 FIVESTARS
78 FIVESTARS
WELCOME KIT
FLOOR GRAPHICS 80 FIVESTARS
MATCHING BUTTONS
84 FIVESTARS
HAPPY ANNIVERSARY
90 CELEBRATING 1 MILLION MEMBERS FIVESTARS
DESIGNER