Craigslist: Brand Guidelines by Roger Muller

welcome!

Don’t be a jerk.

Contents Section 3: Visual Standards Guide

Section 1: Visual Strategy Guide Brand History

The New Brand

101

Competiton

Color Story

111

The Mission

Typography

123

SWOT Analysis

Advertising

131

Personas

Future

147

Brand Personality

Keywords

Section 2: Visual Developement Guide 360 Brand Review

Logo Developement

Word Mark

Section One Visual Strategy Guide

Brand History The thriving company know as Craigslist started from humble beginnings. What was once a small, simple email list is now one of the largest buying and trading platforms for communities around the world. With everything from discussion forums to an array of classified categories, Craigslist has made it’s mark on internet communities. Craigslist is one of the most successful classified platforms due to its start five years after the birth of the internet. Because its lack of competitors at the beginning of the company, Craigslist is able to remain a free platform for the communities it represented. People flocked to craigslist to find new roommates, bands that were in town and even missed connections on the street.

Craigslist was founded in the Bay Area in 1995. Craig Newmark started the company out of his home in San Francisco, California.

Craig Newmark was born on December 6, 1952, in

as his hobby. Then in 1999, the paltform had gained so much

Morristown, New Jersey. He graduated from high school

momentum and popularity that he quit his job and ran the

in 1971, and attended college at Case Western Reserve

company full-time. By 2000, Newmark and nine employees

University. He graduated with a bachelors in1977 and

worked out of his San Francisco apartment. One of those

a masters of science in later on. He then landed a job

employees was Jim Buckmaster who started out as the

at IBM in Florida then moving to Detroit. He worked at

company’s CTO, Chief Technology Officer, and who is now

IBM for 17 years before moving to San Francisco to work

the CEO of the company.

for Charles Schwab. In 1993, while working there, Craig Newmak was

Over the next couple years Craigslist grew rapidly in cities all over world. Fees were added to job postings in

introduced to the internet. What started as a small email list

select cities and the new category called “Gigs” was created.

amongst friends in 1995, turned into the largest classified

This is a category that allowed users to post free internships

marketplace on the internet. At first it started out as a place

or small jobs.

for Craig’s friends to find small events in the Bay Area. Soon

In August of 2004, Newmark had sold 25% of the

after the events were posted more people began finding out

company to eBay and the company is now believed to be

about the list through word of mouth. People began posting

owned by Newmark, Buckmaster and three eBay executives.

ads for technical positions to be filled which began the

Craigslist is currently serving 700 cities in 70 different

start of the “Job” category on the platform. More and more

countries and has over 80 billion classified advertisements

categories were added because of user demand and in 1996

and 2 million job postings each month. It remains the largest

craigslist.org was created.

classified platform in the world today.

For the next couple years Craig Newmark continued his job as a software engineer and proceeded to run Craigslist

This is the Craigslist platform from March 2nd, 2000. It was extremely limited with only a few classified categories.

This is the Craigslist platform on November 25th, 2005. More categories were added and the platform evolved visually.

Strength in Numbers

operates in over 700 cities worldwide.

260 more cities were added. Craigslist now

found on the platform. In 2008 and 2009,

cities it operated in. 407 cities could be

In 2006, Craigslist doubled the amount of

2006-2009

177 across the world.

In 2005, Craigslist went from 82 cities to

2005

Tokyo, Japan and Anchorage, Alaska.

to 82 cities around the world, including

From 1995-2004, Craigslist expanded

1995-2004

the Bay Area.

In 1995, Craigslist only served

1995

eBay Debacale In 2008, eBay sued Craigslist.

25%

Craigslist changed it’s shareholder plan and eBay lost part of its share in the company. The verdict

In 2004, eBay bought In 2009, a legal team investigated into wether 25% information stake from in Craigslist eBay stole confidential as it started itsCraigslist own rival company for to Craigslist, Kijiji. eBay has sold its share of the company back to $32 million Craigslist ending all ties between the companies. dollars.

was that the CEOs were found guilty as they had not fulfilled their responsibilities to the shareholders.

Competition This is a market analysis of other classified brands that are considered to be competitors to the Craigslist brand. Some are current competitors meaning they are almost the same as Craigslist. Some of the brands are similar competitors meaning they have a similar function to the Craigslist platform but don’t have the same look. And finally, some of the competitors are aspirational, meaning they are doing everything right within their brand from the functionality to the marketing of their platform.

Current These brands represent the current competition for Craigslist. They have the same function and are also very minimal in design and user experience. They are all classified platforms with multiple categories including jobs, housing and local events. Craigslist competes directly with these brands for market share.

Similar These brands represent competition for Craigslist through design and function similarities. They are all classified ad type platforms with a bit more design than what can be found on the old Craigslist platform. They are found reputable and overall have a positive user experience.

Aspirational These are the brands that Craigslist strives to be like in terms of their overall user experience and the productivity of their platform. These brands prove to have the strongest security and flagging systems that provide users with peace of mind while interacting with others online. They have added elements such as video and high resolution imagery that make the platform feel more legitimate.

I kind of sucked.

Craigslist uses a .org rather than a .com to show that the nature of the platform is purely for public service.

The Mission Be the first option when people are looking for something in their community, not the last resort.

Every so often a user will post an ad that is so obscure it will go viral and Craigslist will add it to the “Best of” section of the website.

S Serves over 700 cities in 70

W Predator postings

different countries Scams Is known as the accentric place to find things Connects people

Poor interface Small number of employees, large company

Platform for job opportunities Low security Has been a known name since the start of the internet

Explicit forums and classified ads

Remains the largest online classified company

New UX and UI Branding facelift New Logo Higher security and flagging system Better AI regulating content Rigorous background

More competitors Market for online classified fails

check for users User security is breached Remain the largest classified website with higher

People stop trusting Craigslist

quality content Over saturated with Become more trustworthy

unfocused content

New Brand Strengths The new branding ideals of Craigslist derive from the opportunities found in the SWOT analysis. This means that the website got a facelift with a more user friendly interface. Brighter colors with more exciting font choices bring an enjoyable experience for users. Thoughtful design results in more impressions and visits on the website. A new logo is introduced showcasing how Craigslist is a tool for communities around the world. The new logo showcases the new brand color, Orange. The new flagging system implemented into the coding of the site blocks spam type posts in both discussions and in replies to postings. Because of the new flagging system, better AI design has been implemented to manage those systems making sure the illicit posts are caught before appearing on the site. In addition to post security, Craigslist increased user security by adding more background questions to the sign up portion of the website. This creates a more trustworthy site for people planning to meet up to trade/buy/sell items. With all of the improvements Craigslist remains the largest classified platform in the world, with more integrity.

Mutual support.

Craigslist only has about 30-40 employees despite it running in 700 cities around the world.

Personas The personas for the Craigslist brand represent the target market and their ideals. They showcase the interests as well as uses for how users interact with the platform.

Kris Jensson Age: 24 Job: Ad agency Account Director City: San Francisco, California About Kris: Kris likes to hangout with his friends on the weekends at Dolores Park in San Francisco. He meets a lot of really interesting people. After college he moved to the city and didn’t have a lot of furniture. He searched Craigslist to find cheap second-hand furniture for sale in the classifieds. He was able to find nice people willing to meet up with him to sell items. Kris actually made friends through the website as well when he joined a discussion forum about the San Jose Earthquakes, his favorite soccer team.

Jenny James Age: 30 Job: Software Engineer City: Los Angeles, California About Jenny: Jenny is an extremely busy woman who loves spending time at home with her dog when she’s not at work. She lives with two other roommates and has her name on the lease of her apartment. Every 6 months she has to find new roommates to fill the rooms when others move out. Jenny finds her tenants on Craigslist in the Apartments/Rooms classified tab. She confident in the roommates she finds on Craigslist because of the extensive background questions before entering the site.

Alex Martinez Age: 20 Job: Student City: Portland, Oregon About Alex: Alex is a hardworking full-time student who also works parttime at a gym in his neighborhood. When he’s not working or studying he likes to volunteer. Being part of something bigger is really important to Alex. He uses Craigslist to search for upcoming summer internships in Portland. He has been able to connect with employers in his industry through the platform.

Shared values.

Craigslist supports 13 languages; Catalan, Danish, Dutch, English, Filipino, French, German, Italian, Norwegian, Portugese, Spanish, Swedish and Turkish.

Brand Personality Craigslist is a trustworthy community of people who want to buy, trade and sell items. It prides itself on the reliable connections it’s able to make for people in cities all around the world. The platform is a sincere and safe platform to find jobs, events and products in users communities. Confidence is important to the brand as it remains the largest classified platform in the entire world. Craigslist is confident it can bring people together in their communities to make meaningful connections.

THE OLD

THE NEW

Craigslist previously was a platform where people didn’t know whether or not they needed to bring mace to the meet up with the person from the other side of the computer. The interface was very minimal and basic CSS styles in HTML. It didn’t require people to add photos to their posts and the discussion forums often became illicit. A lot of the posting for jobs or products we scammers trying to prey on unsuspecting and trusting users. The security when entering the site was limited and didn’t require much authorization. People were skeptical of the sites reliability due to all of the “Craigslist horror stories”. Now the brand is bright, inviting and a place to make authentic and safe connections. It welcomes a diverse community of users who want to buy, sell and trade items on the internet. The platform is a conducive space for users to also look for legitimate jobs, events and meet-ups. Rather than being disappointed with a negative experience on the site, users will feel like their experience will be positive every time they visit the platform. There will be far more success stories found through Craigslist than ever before.

Making a community stronger through a unified platform is one of the most important brand ideals for Craigslist.

Protect each other.

Craigslist receives over 60 million visits per day on the platform and over 50 billion monthly visits from all over the world.

Keywords This is a collection of words that inspired the new brand initiative. They represent what Craigslist strives to be moving forward. They are important reminders for the company to come back to when making decisions in the future. Is the safety of our users a top priority? Are the interactions that the users make online sincere allowing a higher success rate? Are we taking care of our community of diverse and unique users?

Sincere, Safe, Community.

Sincerity is of the utmost importance when it comes to the interactions made on the Craigslist platform. The users intent should be sincere in the sense that both users what it to be a success for each other.

Having a safe place for members of communities around the world to visit to find jobs, event and products is a priority in the new brand initiative for Craigslist. Users feeling like they might be preyed on when they go to meet with people they’ve been talking to online is a thing of the past. The high security flagging system and background questions will help verify users on the platform.

Community refers to the people using the platform as a whole. It’s the nature of a very diverse and accepting place for people to connect with each other. To Craigslist there is not one kind of person and it strives to bring inclusivity to the platform.

Section Two Visual Developement Guide

Say what you mean.

360 Brand Review The Craigslist brand needed to be looked at from bottom to top. This is a deep dive into what the brand previously stood for and what the new brand ideals are now. The overall design, safety, and user experience were looked at and evaluated on how they can evolve.

The Old The look and feel of the previous craigslist platform was very minimal but not in an aesthetically pleasing way. It was built with basic HTML coding in mind and throughout the 20 years it’s been around the site has not changed much. The logo color, purple, is completely removed from the entire site. The only pace it shows up is in the logo itself. The logo mark is a peace sign that really doesn’t have anything to do with the functions of the platform. The UI of the website is light grey and the HTML css color ‘Blue’. It reads as a very harsh contrast on the nakednesses of the classified platform. The UX design is also very basic with just a simple side bar to the left to navigate and narrow down search. Due to the nature of the site the accessibility to search for specific products or jobs gets muddled.

The New The new Craigslist brand received a facelift in terms of the UX and UI. The website is updated considerably to emulate a clean and user friendly design that Craigslist aims for. The categories are more recognizable and graphic. The navigation of the website is easier to interact with for users as well. A new primary font has been implemented to give the overall look of the website an upgrade. A new logo and word mark was implemented to bring a freshness to the brand. The color of the new brand is a bright orange to showcase a more friendly personality to Craigslist. The logo is placed in more marketing assets to spread the news of the redesign. The security and flagging system on the platform is more secure to bring users more peace of mind while on the site. The number of predators crimes and scams have dropped since the platform redesign.

Reality is perception

Craigslist is not just about finding jobs or selling items. It is home to over 200 million posts in the discussion forums each month as well.

Logo Developement Craigslist previously used a peace sign as the logo mark for the platform. While the idea is nice it doesn’t convey what the site is really used for and it’s not believable. The new logo mark conveys key ideals for the brand such as community and productivity. Throughout the process of building the new logo mark those ideals were always kept in mind. The new look exudes professionalism and a fresh start for the brand.

Preliminary Sketches The exploration of the new logo mark started with taking keywords and turning them into symbols. In some of the marks there is the symbol of the list; a guide. In others there is symbolism of trading or swapping, a function of the platform. And in other there is abstraction used to the Craigslist ‘C’ to convey the idea of roundness and community.

Secondary Sketches The abstraction of the ‘C’ is the strongest symbol for the new look of the brand and it is explored further here. The ‘C’ conveys the feeling of linking and unity. It connects one point to the other. Community starts with ‘C’. A ‘C’ and two dots is a smiley face. A happy community.

Digital Discovery The use of negative space in the ‘C’ character became the strongest symbol for the new brand logo. The negative space symbolizes a flathead screw driver or more generally, a tool. Throughout the digital discovery the weight and orientation of the Craigslist ‘C’ were explored.

The New Logo Mark The new logo mark not only symbolizes the Craigslist letter ‘C’ but reversely symbolizes the platform as a tool for people to connect in their community. The roundness of the edges embodies a more friendly and approachable logo for users. The orange color radiates happiness and positivity into the brand that was once so shady.

Do what is right.

Craigslist ranks the 33rd most visited website in the entire world thanks to it’s presence in over 700 cities and 70 countries.

Word Mark Craigslist previously used a peace sign as the logo mark for the platform. While the idea is nice it doesn’t convey what the site is really used for and it’s not believable. The new logo mark conveys key ideals for the brand; community and productivity. Throughout the process of building the new logo mark those ideals were always kept in mind. The new look exudes professionalism and a fresh start for the brand.

Inspired Fonts To start the process of creating the word mark for the Craigslist brand, fonts that are inspiring to the new look were curated and assessed. Fonts that stood out as possible contenders for the new word mark were Oswald, Bebas, Avenir, Lato, Adonis and LFT Etica. These fonts are almost all san serif which was the intended idea for the new look.

Weight The font that stood out the most as the potential word mark for the Craigslist brand is Avenir. From narrowing down the inspired fonts we then looked at the weight of the word, experimenting with Avenir Light, Book, Roman, Medium, Heavy and Black. Avenir is a san serif font that has a circular shape that works well with the new logo mark.

Craigslist Craigslist Craigslist Craigslist Craigslist Craigslist

Kerning From looking at different weights of the Avenir font we decided that a heavier font fits the new brand guidelines. Avenir Black was the selected font that best reflected the ideals of the new brand. We then looked at the kerning, the spacing between characters, to see what had a better visual appeal. Tracking at -50, -25, -10, 10, 50, 75 were tested.

Craigslist Craigslist Craigslist Craigslist Craigslist Craigslist

Final Word Mark The new word mark accents the logo mark in the sense that all the edges are rounded. It also pays tribute to the old word mark by using a lowercase ‘c’. The tracking that best fits the look of the new brand is 50, with modifications. It remains a san serif with the addition of rounded edges to emulate the new found friendliness of the Craigslist brand.

Section Three Visual Standards Guide

Be heard.

The New Brand The new Craigslist brand exudes a friendliness that wasn’t previously felt by users. It engages the existing users and new users with its newly designed UI of the website. The new logo is a sign of productivity and community, inspired by the functions of the platform. The new color story is inspired to bring a brightness and light to the brand. With numerous improvements to various aspects of the platform the new Craigslist stands out against the rest of its competitors.

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Vertical Signature The vertical signature will be used for assets such as press releases, email footers, and print marketing collateral. The word mark is directly below a larger scale logo mark. This logo orientation may be scaled depending on the usage.

In-line Signature The inline signature will feature a small scale logo mark to the left of the word mark. It will be found in Craigslist assets such as internal invitations or brand collaborations. This orientation will be used secondary to the vertical signature.

Logo Color Use Throughout the company the logo will be used in three different color options; Black, White and Orange. The different colored logos will exist in varying environments. The logos will be strictly assigned to the following places:

Black

White

Print Collateral

Placed over darker graphics

B/W marketing assets

On Craigslist platform whenever there is

Color

On Craigslist platform when there is a white background

an orange background

Business cards

Brand collaborations

Colored print collateral

Decals for office

Colored marketing assets

Brand collaborations

Company apparel Stickers Company press releases

Please Do Not These are the things that should not be done to the Craigslist logo under any circumstances. The logo mark should never have the word mark or anything inside of it, with the only exception being the folios in this brand book. The logo should never be flip vertically or horizontally and the colors should never be mismatched. The Craigslist word mark should never have a drop shadow, any kind of glowing effect or an outline.

Stand out.

“CL” is a nickname for Craigslist. An alternative web address cl.com is used with that nickname.

Color Story Craigslist explores the idea of inclusivity and strength through the colors of the brand. Users interact with the colors every time they use the platform. The users feel like they’re part of the Craigslist community because they’ll be able recognize the Craigslist brand by its colors.

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R: 39 G: 42 B: 108 C: 100 M: 97 Y: 20 K: 19

Originally the color palette consisted of basic HTML color names. No more #0000FF, or ‘Blue’ as some might say. Craigslist wants to bring life back into the ‘Craigslist Blue’. New colors will be added to the platform that pay homage to the 90’s born classified site. New colors such as ‘Bay Bay Blue’ and ‘Coldest Winter Blue’ are inspired by the birth place of Craigslist, San Francisco. San Francisco is a city of light and positivity. Going back to Craigslist’s roots and taking inspiration from its people and culture will drastically change the appearance of the brand.

R: 40 G: 56 B: 149 C: 100 M: 94 Y: 0 K: 1

The colors of the brand are complimentary and can be used across the platform. By using complimentary colors users eyes will be able to comprehend the content very quickly. The color ‘Sun kissed Hills’ will be the primary color of the brand. It will be used most heavily in the homepage of the website, for both desktop and mobile. ‘Sun kissed Hills’ will also be used in the color version of the brand logo. The secondary colors will be different shades of the original ‘Craigslist Blue’. They will be featured in small doses throughout the online platform highlighting things such as classified categories, post headings, and footer links.

R: 236 G: 92 B: 36

R: 59 G: 81 B: 163

C: 2 M: 70 Y: 100 K: 0

C: 88 M: 78 Y: 0 K: 2

Use these colors for:

Sun Kissed Hills Logo Mark Homepage header The ‘About’ page background Print Collateral - Business cards, Newsletters, Invitations Social media content Headlines Email logo color

Bay Bay Blue

Coldest Winter

Kirby Cove

Sub headlines

Email keyword links

Social media content

Small graphic elements

Social media content

Email graphic elements

Print collateral type treatments

Print collateral

Link color Social media icons

Have personal style.

Craigslist has become a part of pop culture because of how relevant it is to many people’s lives. It has been featured on showtime’s Dexter, The New Girl, and an off-Broadway show.

Typography The typography choices are instrumental to the overall image of the platform. Previously the font was a basic font found in HTML, Arial. It was boring and mundane. It didn’t convey professionalism or intrigue to users visiting the site. The user interface of classified platforms has become more sophisticated and Craigslist’s new type treatments throughout the platform will stand against the rest.

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Primary Typeface Lato

The new primary type face is, Lato. It was designed in the summer of 2010 by Warsaw based designer Łukasz Dziedzic. The term “Lato” means “Summer” in Polish. It’s a font that is supported by the Open Font Liscense by Typoland and Google. It can be used for both commercial and non-commercial use, zero limitations. Lato Black will be used for large headlines such as titles of landing pages and showcasing sliding graphics on the homepage. Late Bold will be used for many sub headlines and product categories. It will serve as the first option for headlines unless type treatment call for Lato Black. Late Regular will be use for all the body copy of the site. It will sit below Lato Black and Bold in the hierarchy of the site. This is the only font that will be found on the platform and found in the email/print collateral. With one font it draws harmony and simplicity to the platform. It’s more engaging than what the brand previously stood for but remains simple and straightforward.

Craigslist Black

Craigslist Bold

Craigslist Regular

1234567890 # $ ? % < > *& Special Characters Lato Bold

a bcdefg h i j k l m n o pqrs tu v w x y z Lowercase Characters Lato Regular

A B C D E FG H I J K LMNO PQ R S T U VWXY Z Uppercase Characters Lato Black

Make your day great.

The original headquarters for Craigslist can be found at 1381 9th Ave in the Sunset district of San Francisco.

Advertising Since Craigslist is revamping its overall identity the advertising is going to follow suit. The advertising goals of the platform are to convey the “new” Craigslist. The ads will showcase how the company has changed and is somewhere users want to look first rather than last because of its trustworthiness. Different types of media will be used in the advertising materials such as a new website, internal business cards, and print ads.

131

Website Introducing the new and user friendly version of the Craigslist platform. This is the homepage where users are directed to when they search the craigslist.org URL. Starting to the left is the events calendar. This is where users can go to find local events and productions in their given city. The search bar is also found on the left sidebar, this is where users can search for direct keywords within the platform. Rather than the never-ending lists of classified options on the old platform there are categorized boxes to right that symbolize the key categories found on the new site. Within those categories will be more filters to narrow down exactly what the user is looking for. The new color story is used in the UI of the website based off of the visual standards guide.

Mobile This is what the mobile version of the Craigslist platform looks like. It is for users who are looking at the site on their smart phones. It has the same interactive qualities of the desktop version just more condensed. The mobile platform allows users to find exactly what they need on the go.

Posts This is what the new classified posts look like on Craigslist. When user searches a keyword in the search bar or used the category tabs from the homepage this is an the design of the ads that will appear based on their search. The user is able to see what date the post was made and by whom it was made by. The newest feature is the ability to see an image of the posts owner and what their rating is out of five stars. This is implemented to provide more trust between the two individuals interacting on the platform. There is a very easy reply form at the bottom right of the ad for users to respond directly on the site. Users will have an inbox where they can keep track of all their messages with other users. The new ad post UI is based off of the color story in the visual standards guide.

Business Cards These are the business cards for the employees working at Craigslist. They feature the Craigslist word mark on the ‘Sun Kissed Hills’ orange background. They have a matte finish and are provided by the company.

Print Ads Three print ads will kick start the new marketing campaign for Craigslist’s new branding. It plays off of the idea of the sense of community that Craigslist makes and focus in on key words. It will also focus on the reach the platform has, it’s international presence. These ads will be found in magazines, airports, and glued to outdoor poster walls in key cities associated with the platform around the world.

The best version of us.

In 2008, Craigslist was estimated to be worth 5 billion dollars and 10 years later it is estimated to have grossed 250 percent.

The Future Craigslist will continue to implement new marketing strategies to build the company. They will benefit both the users as well as the communities the platform is present in. Giant strides have been taken to get the Craigslist brand to where it is today and many more to come will pave the way for an unmistakable classified platform.

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Executions These are executions that the Craigslist brand could take to build the identity of the platform. They will make the presence of the brand more interactive and engaging than what Craigslist previously stood for.

Craigslist headquarter tours

Conventions

Yard sales hosted by Craigslist

Craigslist museum

Craigslist hosts gigs at the HQ

Sponsored green spaces around Craigslist cities

Craigslist/Lyft ride share promotions

Craigslist auctions

5 star user incentives

Craigslist charity

Bonuses for most frequent ad postings

Holiday toy drive sponsored by Craigslist

Adding the mobile application

Thanksgiving community feast

Craigslist scholarships

Internal team bonding trips

Saturday market booths

Craigslist pawn shop pop-up

Jump Bike collaboration

Tech retreat hosted by Craigslist

Internal happy hours

Craigslist hosted meetups

5 Star User Incentives Users who maintain their five star rating after each interaction on the platform will receive exclusive benefits for gigs around their select cities. Craigslist will offer exclusive discounts to events such as concerts, plays and sporting events. This gives the users incentive to create a friendly and safe atmosphere within their communities.

Saturday Market Booths Craigslist will host their own booths at local Saturday markets within the cities the company is present in. The booths will feature categories of the website; one week might be puppies and the next week could be job recruiters. This will show how versatile the website is and how the Craigslist brand supports its communities.

Thanksgiving Community Feast At the Thanksgiving Community Feast locals from all the Craigslist communities will be invited to dine with others in their city on the fourth Thursday of November. There will be a dining hall that hosts the feast and people are invited to bring their favorite Thanksgiving food to share. Volunteers will help set up and run the event around the United States. Thanksgiving is a time for communities to appreciate everything they have and the people they’re surrounded by. Craigslist wants to show how thankful it is for its thriving communities and host a event that brings everyone together.

Copyright 2018 Madison Kichler All content for the Craigslist: Brand Guidelines was conceived, designed, and produced by Madison Kichler. Photography provided by John Yip (johnyip1012.myportfolio.com) and Malin Seijboldt (malinseijboldt.com). The only exception is the name of the Corporation which was taken from craigslist.org. Design Consultation Roger Muller, ADV 370 Brand and Branding Academy of Art University Some of the photographs and images were downloaded from, craigslist.org and Web.archive.org and are used in accordance with the Creative Commons License. The book is a noncommercial work produced as a student project for educational purposes, and as such is considered a derivative work under the Fair Use Clause of the US Copyright Law. Manufactured in the USA.