BRAND BOOK
SIMPLE ENERGY BRAND BOOK
TABLE OF CONTENTS Brand Architecture Positioning Mission Vision
Visuals
Principal Characteristics Logo Typography Color Palette Iconography Customer Photos Product Photos
Resources
Microsoft Office Templates
BRAND ARCHITECTURE
SIMPLE ENERGY BRAND BOOK
POSITIONING
MISSION
POSITIONING
Describes in clear terms (no marketing language) what you do. Makes clear your target market, what problems they face and how your company solves it.
Similar to your positioning statement but with marketing language. Describes the company, what it does and its overall intention (its reason for existence). Supports the vision and communicates how you’re going to get there.
Where you want to be in 5-10 years Includes reason for being, core values and BHAG (big hairy audacious goal)
What you do and for whom
What you do and why
Where you’re headed
Establishes company standards and provide focus on a set goal.
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SIMPLE ENERGY BRAND BOOK
SIMPLE ENERGY’S POSITIONING What we do for whom
Software as a service (SaaS) company providing utilities the best motivational and engagement tools to deliver energy savings and customer satisfaction to help them meet growing regulatory and customer demands. In short: Deliver energy savings for utilities by engaging and motivating their users through dynamic and personal digital communications.
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SIMPLE ENERGY BRAND BOOK
SIMPLE ENERGY’S MISSION What we do and why we do it
We motivate people to save energy. We use data science, behavioral psychology, and energy analytics to build software that makes saving energy social, fun, and simple. We do this to create a more sustainable future.
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SIMPLE ENERGY BRAND BOOK
SIMPLE ENERGY’S VISION Where we’re headed
In 10 years, we will be the largest provider of energy-related goods, services, and software in the world. In 10 years, we will reduce energy consumption by X% in the US and be an irreplaceable partner for utilities.
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VISUALS
SIMPLE ENERGY BRAND BOOK
PRINCIPLE CHARACTERISTICS All visuals should reflect the established identity of the Simple Energy Brand: •
•
•
•
•
Simple Approachable Professional Dynamic New
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LOGO
SIMPLE ENERGY BRAND BOOK
THE LOGO
FONT: Smythe Sans Light
LOGO MARK
Avoid white circle on dark gray or black. It looks like Sparky is howling at the moon.
All Simple Energy logos can be found at: Dropbox (Simple Energy)/Design/Simple Energy Collateral/Branding/Logos -ORhttps://brandfolder.com/simpleenergy 11
SIMPLE ENERGY BRAND BOOK
LOGO DOs & DON’Ts DO use ample space around the logo Surround the logo with a lot of white space so it can breathe. Use a white background whenever possible.
DON’T place the logo on top of busy photos Highly contrasted/textured photos can make the logo hard to read.
DON’T rotate the logo The logo should always remain horizontal.
DON’T add drop shadows to the logo All designs should look as “flat” as possible, within reason.
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SIMPLE ENERGY BRAND BOOK
LOGO LOCKUPS In certain contexts, the logo can be “locked up� with some other elements. Meaning that they are locked into this specific relationship to one another and form a single unit.
www.SimpleEnergy.com
This lock-up is typically used at the bottom of a corporate marketing 1-pager.
This lock-up is typically used at the bottom of a consumer marketing paper report or email.
www.SimpleEnergy.com/EUW
The link below the logo can be changed depending on the audience that the piece is for. This example shows a link to a page we constructed for European Utility Week.
This lock-up is used to represent our Marketplace Software As a Service.
The B Corp Logo is optional.
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TYPOGRAPHY
SIMPLE ENERGY BRAND BOOK
TYPOGRAPHY Used to introduce the overall piece
Used to introduce the overall piece, or for the whole peice for content-light pieces Used to introduce the section Used to describe the paragraph, flow chart, or graph following Bullets are used for a list of points/items Use custom spacing
Used to highlight the main idea An option for a more subtle callout
Inspire your customers to take action. Period at the end, always.
This is used for citations. Should always be at the bottom.
THIS IS A HEADLINE, OPEN SANS BOLD 22/24, ALL CAPS This is an introduction paragraph, or larger option for body copy over all. 11/13 This is a subhead, Open Sans Bold 11/12
THIS IS A SMALL TITLE, OPEN SANS BOLD 9/12, ALL CAPS This is a body paragraph, Open Sans Regular 9/12 • These are bullets, Open Sans Regular 9/13 and 9/19 • The top line of the bulleted list should have a line height of 19 pts. The remaining lines in the paragraph should have a line height of 13 pts. This creates more space between bullets.
“This is a customer testimonial. Open Sans Italic 12/14” –This is the person who said it, a real Simple Energy user Open Sans Regular 12/14
This is a callout, Open Sans Light Italic 13/17 This is a secondary callout, Open Sans Light Italic 9/13
This is a call to action, or CTA. Open Sans Light 20/22
80% Opacity, Multiply
*This is fine print, Open Sans Regular, 5/6
When starting from scratch, copy & paste the paragraph above into new, standard sized InDesign documents. Paragraph styles will populate automatically. 15
COLOR PALETTES
SIMPLE ENERGY BRAND BOOK
PRIMARY COLOR PALETTE PRIMARY ACCENT
RGB 177, 192, 68
CMYK 59, 0, 99, 0
HEX #75bf44
PANTONE 376
BODY TEXT PRIMARY
HEADER TEXT PRIMARY
SUPPORTING TEXT
SECONDARY BACKGROUND
PRIMARY BACKGROUND
RGB 0, 0, 0
RGB 83, 86, 92
RGB 169, 170, 173
RGB 247, 246, 247
RGB 255, 255, 255
HEX #000000
HEX #53555c
HEX #a9aaac
HEX #f6f5f7
HEX #ffffff
CMYK 78, 68, 67, 90
CMYK 67, 58, 50, 28
CMYK 35, 28, 27, 0
CMYK 2, 2, 1, 0
CMYK 0, 0, 0, 0
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SIMPLE ENERGY BRAND BOOK
SECONDARY COLOR PALETTE When mapping out the Simple Energy product life cycle, use the following colors to define the different features: Data Warehouse Orange
Engagement Platform Green
Marketplace Light Blue
UtilityCo Navy Blue
Communications Purple
RGB 194, 28, 77
RGB 247, 148, 28
RGB 255, 194, 13
RGB 117, 191, 68
RGB 38, 176, 222
RGB 23, 87, 148
RGB 140, 48, 130
HEX #c11c4c
HEX #f7941c
HEX #ffc20d
HEX #75bf44
HEX #26afdd
HEX #165693
HEX #8c3082
CMYK 18, 100, 62, 5
CMYK 0, 50, 100, 0
CMYK 0, 25, 100, 0
CMYK 59, 0, 99, 0
CMYK 70, 10, 5, 0
CMYK 88, 64, 22, 4
CMYK 50, 95, 13, 0
PANTONE 376
DO use these colors to provide clarity for the reader. If all aspects of the product are discussed on the same page, these colors will help visually define them.
DON’T use these colors to define other things. For example, don’t use Marketplace Blue when creating a piece about email tags.
ALWAYS use these colors to define the specific aspects of the product shown above. For example, orange is used to define the Data Warehouse.
DON’T use these colors unless you must provide clarity to the reader.
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SIMPLE ENERGY BRAND BOOK
COMMUNICATING PRODUCT FLOW THROUGH COLOR
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SIMPLE ENERGY BRAND BOOK
COLOR HIERARCHY
Use this as reference as to what colors should be most dominant in any given piece.
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SIMPLE ENERGY BRAND BOOK
DATA COLOR PALETTE: CHARTS & GRAPHS ONLY DO use this palette for charts and graphs RGB 255, 145, 191
RGB 255, 194, 105
RGB 255, 217, 117
RGB 199, 235, 163
RGB 140, 240, 255
RGB 97, 173, 227
RGB 232, 158, 232
HEX #ff91bf
HEX #ffc168
HEX #ffd875
HEX #c6eaa3
HEX #8cefff
HEX #60ade2
HEX #e89ee8
CMYK 0, 55, 0, 0
CMYK 0, 26, 67, 0
CMYK 0, 14, 65, 0
CMYK 20, 0, 45, 0
CMYK 30, 0, 0, 0
CMYK 60, 20, 0, 0
CMYK 11, 40, 0, 0
DO use color to define different aspects of the product using guidelines from previous page if applicable. (Use green and gray as much as possible, for example.)
DON’T use these colors for icons, typography, etc. RGB 237, 82, 130
RGB 247, 148, 28
RGB 255, 194, 13
RGB 148, 201, 102
RGB 79, 212, 245
RGB 51, 130, 194
RGB 189, 107, 186
HEX #ed5182
HEX #f7931c
HEX #ffc10c
HEX #a
HEX #4fd3f4
HEX #3382c1
HEX #bc6bba
CMYK 0, 83, 23, 0
CMYK 0, 50, 100, 0
CMYK 0, 25, 100, 0
CMYK 45, 0, 78, 0
CMYK 50, 0, 4, 0
CMYK 80, 42, 1, 0
CMYK 28, 68, 0, 0
RGB 194, 28, 77
RGB 224, 105, 5
RGB 204, 140, 10
RGB 117, 191, 69
RGB 38, 176, 222
RGB 23, 87, 148
RGB 140, 48, 130
HEX #c11c4c
HEX #e06805
HEX #cc8c0a
HEX #75bf44
HEX #26afdd
HEX #165693
HEX #8c3082
CMYK 18, 100, 62, 5
CMYK 8, 70, 100, 0
CMYK 20, 45, 100, 0
CMYK 59, 0, 99, 0
CMYK 70, 10, 5, 0
CMYK 88, 64, 22, 4
CMYK 50, 95, 13, 0
PANTONE 376
RGB 156, 3, 31
RGB 196, 79, 0
RGB 166, 155, 5
RGB 74, 148, 61
RGB 5, 120, 173
RGB 3, 56, 94
RGB 105, 10, 102
HEX #9b021e
HEX #c44f00
HEX #a56805
HEX #49933d
HEX #0577ad
HEX #02385e
HEX #680a66
CMYK 25, 100, 95, 20
CMYK 15, 80, 100, 5
CMYK 28, 60, 100, 15
CMYK 75, 20, 100, 5
CMYK 88, 47, 12, 0
CMYK 100, 80, 38, 28
CMYK 65, 100, 25, 10
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ICONOGRAPHY
SIMPLE ENERGY BRAND BOOK
ICONS: HOW TO DESIGN DO use rounded corners Rounded corners invoke the logo. DO use two grays Dark gray and medium gray are used for added depth and interest. DON’T create a scene Icons are used to represent a concept, not to create a scene. (The same is not true for consumer facing marketing.) AVOID making icons that are hard to see at a small size Often times logos can be used at a very small size. Details can get lost if not designed with this in mind. The simpler the better!
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SIMPLE ENERGY BRAND BOOK
ICONS: HOW USE Icons can be placed within circles to generate visual interest if the piece calls for it. The icons should be all white. There should be plenty of negative space surrounding the icon. Please refer to the color guidelines to ensure appropriate color usage.
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IMAGERY
SIMPLE ENERGY BRAND BOOK
CUSTOMER PHOTOGRAPHY Images should evoke refreshing, hopeful feelings. DO use a full bleed Often times when photography is included, it is full bleed.
BUILDING CUSTOMER RELATIONSHIPS IS GOOD BUSINESS
DO crop the blue circle When including quotes, be sure to partially crop the blue circle.
“My attitude toward my utility fundamentally changed: now I feel like they are with us, instead of against us.” –Linda H., a real Simple Energy customer
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SIMPLE ENERGY BRAND BOOK
PRODUCT PHOTOGRAPHY When creating product photos, there are two methods: •
•
Placeit shots, where the screenshot is placed within a photograph. In a device, where the screenshot is more straightforward. DO be selective about which photo to use When possible, choose photographs where the screen is easy to read. Make sure the context of the image matches the context of our customers and the product.
Placeit shots can be created on www.placeit.net -ORDropbox (Simple Energy)/Design/Design Assets/Product Photos (placeit)
DO adjust the design to be readable If needed, create a “marketing version” of a web design that is adjusted for maximum readability. DON’T lie While it’s okay to adjust designs to be more readable, do not add features that do not exist.
Flat device templates can be found here: Dropbox (Simple Energy)/Design/Design Assets/Templates
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RESOURCES
SIMPLE ENERGY BRAND BOOK
MICROSOFT OFFICE TEMPLATES
Microsoft Word Document templates can be found here: Dropbox (Simple Energy)/Designers Share Things/Templates/Microsoft Word
Microsoft Word Document templates can be found here: Dropbox (Simple Energy)/Designers Share Things/Templates/Power Point
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