SOCIAL MEDIA BRAND AND STYLE GUIDE
This one-stop guide will help you create and share content for Olympus cameras social channels, including the brand style and aesthetics, and official brand guidelines.
Shot by Olympus UK Visionary Tom Ormerod
2 Shot by Olympus Explorer Chris Poplawski
Table of Contents Who Is the Olympus Photographer? On-Brand vs Off-Brand Imagery
4-7 8-15
Typeface
16-21
Photo Credit Guidelines
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• How to Properly Credit on Social • How to Properly Refer to Product Names in Copy and Video
List of Official Brand Ambassadors
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Brand Colours
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Brand and Program Logos
36-39
break free Treatment
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Icons
44-45
Story Samples
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• What Content is Appropriate for Stories • What Icons Can Be Used in Stories
Tone for Social Replies
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WHO IS THE OLYMPUS PHOTOGRAPHER? Olympus photographers are explorers. They revel in being in the great outdoors and describe themselves as being adventurous, inquisitive, creative, and passionate. As they adventure, they don’t want to be tied down by gear – but lifted by excellence. They need cameras and lenses that are lightweight and compact, ready for any weather, and packed with as many special features as they can imagine.
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Shot by Olympus Explorer Tyler Glass
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Olympus Explorer Brooke Bartleson
Shot by Olympus Explorer Chris Poplawski
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The Olympus Photographer
Olympus Explorer Justin Kauffman
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ON-BRAND IMAGERY On-brand imagery will primarily focus on Adventure, outdoor photography: • Wildlife and Birding • Travel and Landscape, including astro-landscape • Macro On-brand imagery will have sharp detail, good composition and exposure, and show that the photographer is taking advantage of the OM system’s benefits: • Compact and Lightweight Size • Power Image Stabilization • World Class Optical Performance We also look to highlight photos that are possible due to the OM system’s world-class weathersealing and special features – Like Live Composite Mode, Starry Sky AF, Focus Stacking and Bracketing, Live ND Mode, and more.
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Shot by Olympus Explorer Brooke Bartleson 9
Olympus Visionary Peter Baumgarten Olympus Explorer Justin Kauffman
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Olympus Photographer Chris McGinnis
On-Brand Imagery
Olympus Photographer Keith Wallach 11
OFF-BRAND IMAGERY Off-brand imagery will consist of photo verticals other than seen on the previous page, such as studio portraiture, fine art, or indoor family snapshots.
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Off-Brand Imagery
Shot by Olympus Explorer Brooke Bartleson 13
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Off-Brand Imagery
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TYPEFACE Each of these brand fonts will be provided to you, in order to ensure accuracy across social accounts. There are two types of pairings to be used on social graphics and Stories.
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Type Treatment
Ab
Ab
Ab
Ab
AB
Ab
Helvetica Neue LT Bold Condensed
Helvetica Neue LT Condensed
Flood Alternate
Helvetica Neue Bold
Helvetica Neue LT Light
Mr. Dafoe
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Default Heading Pairing
FUSCE PHARE TRA DAPIBU S
SIT BIBENDUM DAPIBSUS
Helvetica Neue LT Bold Condensed + Helvetica Neue LT Condensed Default Heading Pairing 2
FUSCE PHARET RA DAPIBU S
SIT BIBENDUM DAPIBSUS
Helvetica Neue LT Condensed + Helvetica Neue LT Condensed
Edgy Heading Pairing
FUSCE PHARE TRA DAPIBU S
SIT BIBENDUM DAPIBSUS
Helvetica Neue LT Bold Condensed + Flood Std
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Type Treatment
Mr. Dafoe Heading Pairing
FUSCE PHARE TRA DAPIBU S
Sit Bibendum Dapibsus
Helvetica Neue LT Bold Condensed + Mr. Dafoe
Alternate Heading 1
FUSCE PHARE TRA
SIT BIBENDUM DAPIBSUS
Flood Std + Helvetica Neue LT Bold Condensed
Alternate Heading 2
Fusce Pharetra
SIT BIBENDUM DAPIBSUS
Mr. Dafoe + Helvetica Neue LT Bold Condensed
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TYPEFACE TREATMENT EXAMPLES Each of these brand fonts will be provided to you, in order to ensure accuracy across social accounts. There are two types of pairings to be used on social graphics and Stories.
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Type Treatment
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PRODUCT NAMING GUIDELINES
When referring to OM-D camera bodies in copy for social or video, follow the same brand conventions that apply to web and digital content. For OM-D cameras, on first mention or in a caption use the full camera name – such as “OM-D E-M1 Mark III.” In copy, you will drop “OM-D” after the first mention. For the first mention of multiple cameras, you will use OM-D once – such as “OM-D E-M1X and E-M1 Mark III.” When used in a sentence, “Mark” should not be all capitals. The following styles are incorrect and cannot be used: Olympus OM-D E-M1X, OMD, O-MD, OMD EM1X, EM-1X, E-M1 MK III, E-M1 MK 3, E-M1 Mark iii
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Olympus Explorer Justin Kauffman
Naming Guidelines
Example: Justin’s kit features both OM-D E-M1X and E-M5 Mark III, but he uses the E-M1X specifically for wildlife photography. His E-M5 Mark III comes out on skiing adventures.
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When referring to lenses in copy for social or video, follow the same brand conventions that apply to web and digital content. M.Zuiko Lenses For M.Zuiko lenses, on first social mention or in a social caption you can use an abbreviated “full” lens name – such as “M.Zuiko 12-40mm F2.8 PRO,” versus “M.Zuiko Digital ED 12-40mm F2.8 PRO.” In social copy, you will drop “M.Zuiko” after the first mention. For the first mention of multiple camer-
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as, you will use M.Zuiko once – such as “M.Zuiko 12-40mm F2.8 PRO and 60mm F2.8 Macro.” You will write out “F4.0” versus “F4,” and always include “IS” when part of a lens name. There is no space between “M.” and “Zuiko.” When used in a sentence, “M.Zuiko”
Naming Guidelines
should not be all capitals. For PRO lenses, “PRO” is capitalized. However, “Macro” and “Fisheye” are not. You will not write “PRO” or “Macro” without adding the lens’s aperture.
Some correct examples are: M.Zuiko 40-150mm F2.8 PRO, M.Zuiko 12mm F2.0, M.Zuiko 12-100mm F4.0 IS
PRO, M.Zuiko 100-400mm F5.0-6.3 IS, M.Zuiko 60mm F2.8 Macro, M.Zuiko 8mm F1.8 Fisheye PRO
The following styles are incorrect and cannot be used: Olympus 12-40mm, M. Zuiko 12-40mm, M.Zuiko 12-40mm PRO, M.Zuiko 300mm F4 PRO, M.Zuiko 12-40mm Pro, MZUIKO 12-40mm
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Olympus Explorer Chris Poplawski
EXAMPLE:
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Chris was challenged to take the PEN E-PL9 on him for landscape photography. He was excited by the E-PL9's small size, which could fit in his pocket.
Naming Guidelines
When referring to PEN or Tough camera bodies in copy for social or video, follow the same brand conventions that apply to web and digital content.
For PEN cameras, on first mention or in a caption use the full camera name – such as “PEN E-PL10.” In social copy, you will drop “PEN” after the first mention. The PEN-F will always be written with a dash between “PEN” and “F.” The following styles are incorrect and cannot be used: PENF, pen-f, EPL10, EPL-10
For Tough cameras, on first mention or in a caption use the full camera name – such as “Tough TG-6.” In social copy, you will drop “Tough” after the first mention. When used in a sentence, “Tough” should not be all capitals. Camera models must have a dash after “TG,” such as “TG-6.” The following styles are incorrect and cannot be used: TOUGH TG-6, TG6, tg6
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PHOTO CREDIT GUIDELINES Olympus professional photographers put their heart and soul into their craft. To better show our cameras stunning output and to appropriately credit our amazing photographers, we must always include the photographer’s name below the photo. Additionally, you must always share minimally the camera used. We always try to include the EXIF data on output photos. This data consists of focal length (for nonprime lenses) shutter speed, aperture, as well as lens and body.
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PHOTO CREDIT GUIDELINES Proper photo EXIF format on Facebook and Twitter: Olympus [Visionary / Explorer / Educator / Photographer] [Name] Product Body | Product Lens Local Length (if non-prime lens) | Shutter Speed | Aperture Value | ISO Example: Olympus Visionary Peter Baumgarten OM-D E-M1X | M.Zuiko 12mm F2.0 5s | F2.8 | ISO 3200 Proper photo EXIF format on Instagram: Olympus [Visionary / Explorer / Educator / Photographer] [Name] Product Body Product Lens Focal Length (if non-prime lens) • Shutter Speed • Aperture Value • ISO
Example: “Lorem ipsum.” - Olympus Explorer @brookelittlebear OM-D E-M1 Mark III M.Zuiko 40-150mm F2.8 PRO 100mm • 1/500s • F4 • ISO 200
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Naming Guidelines
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Olympus Explorer Brooke Bartleson
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BRAND AMBASSADORS This comprehensive list is sorted by region, and within each region alphabetically by last name. It will be updated bi-annually.
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Name
US CANADA
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Title
Specialty
Brooke Bartleson
Explorer
Wildlife
Peter Baumgarten
Visionary
Landscape/Astro/Wildlife
Scott Bourne
Visionary
Birds
Lisa and Tom Cuchara
Educator
Nature
Jay Dickman
Visionary
Travel/Wildlife
Joe Edelman
Visionary
Portraits
Stan Foxworthy
Educator
Motorsports
Tyler Glass
Explorer
Travel/Landscape
Ralph Lee Hopkins
Visionary
Wildlife
Lee Hoy
Educator
Nature
Justin Kauffman
Explorer
Travel/Adventure
Rob Knight
Educator
Wildlife
Ben Knoot
Educator
Birds
Tracie Maglosky
Visionary
Portraits
Joe and Mary Ann McDonald
Educator
Wildlife
Gabriela Olmedo
Visionary
Documentary
Chris Poplawski
Explorer
Travel/Landscape
Larry C. Price
Visionary
Documentary
Eric Rock
Educator
Wildlife
Frank T. Smith
Visionary
Landscape
Matt Suess
Educator
Landscape
BRAND AMBASSADORS - US/CA
@brookelittlebear
N/A
N/A
@creativeislandphoto
creativeislandphoto
@creativeisland4
@bourne.scott
N/A
@scottbourne
@lisaandtomphotos
photographybylisaandtom
N/A
@jaydickmanphoto
JayDickmanPhoto
@jaydickman
@joeedelman
thejoeedelman
@joeedelman
@foxworthy_studios
FoxworthyStudios
N/A
@tylerwayneglass
tylerwayneglass
@tylerwayneglass
@ralphleehopkins
N/A
N/A
@bigbendbirdingphototours
Big.Bend.Tours
N/A
@justindkauffman
justindkauffmanmedia
@justindkauff
@robknightphoto
robknightphoto
@robknightphoto
@benknoot
N/A
N/A
@traciejeanphoto
traciejeanphoto
@traciejeanphoto
@mcdonaldwildlife1
hoothollow
N/A
@gabyolmedo
gabrielaolmedophotography
N/A
@chrisroams
N/A
N/A
@larrycprice
Larry-C-Price-Photography-100263725100304
N/A
@ericsrock
N/A
N/A
@franktaylorsmith
franksmithphotos
@frank_t_smith
@mattsuessphoto
MattSuessPhoto
@mattsuessphoto 35
Dark Brown C:69 M:64 Y:69 K:73 – #24231e
COLORS These are the primary colors to use when creating new graphics. Please use the OMDS Blue sparingly.
White C:0 M:0 Y:0 K:0 – #ffffff
OMDS Blue PANTONE 7460 C – #0083c2 36
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Olympus Explorer Justin Kauffman
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For social, we will continue to use the Olympus brand logo, versus an OM Digital Solutions logo. This is the only brand logo to be public facing.
BRAND AND PROGRAM LOGOS
This is the brand’s heart and soul, expressed in two powerful words. “break free” embodies our product benefits and serves a dual purpose as a tagline and call to action.
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Olympus’ break free branding represents our organization to the core. It supports our tone and manner, communicating our goals of helping users break free from their everyday lives while they seek new adventures.
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Olympus Explorer Chris Poplawski
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Please follow these guidelines when using break free on social.
BREAK FREE AND OLYMPUS LOGO LOCK UP If the Olympus logo is elsewhere in the collateral, it does not need to be presented below BREAK FREE (as shown here). If there is no Olympus logo elsewhere in the collateral, we’re recommending this lockup treatment. When using the BREAK FREE and Olympus logo lockup, you must maintain a minimum clearance space between the two logos. This space is 1x the cap height of the letter “b” in the logo. Additionally, when using this logo lock up, the width of the centered Olympus logo is 1/3 the width of the BREAK FREE logo and the proportion must remain this way. Please use the graphic below as a reference.
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BACKGROUND COLORS When choosing between the positive and negative BREAK FREE logos consider the color of your background. There should be enough contrast between the logo and the background so the logo stands out and is easily recognizable.
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Adventurer
ICONS These icons will be provided to you for use in social Stories or other graphics, to help us maintain global consistency:
Traveler
Family Explorer
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Olympus Visionary Peter Baumgarten
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STORY SAMPLES
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TONE FOR SOCIAL REPLIES
We understand that users will reach out with questions or concerns – which will always feel urge user reaches out in need of help, they should be responded to within 24 hours. On Facebook, yo set up an “away message” for off-business hours. We advise setting this message up, letting the message has been seen and will be addressed by the brand.
As a representative of the brand, you will always reply with proper grammar and using complete replying to social messages – either public comments or direct messages – will use “we” versus sorry to hear that you are experiencing an issue with your camera, and are going to connect you assist you with this issue.”
In social replies, be encouraging to members of our social community and help them feel heard b not comment on any speculative questions, and can communicate that the brand can’t commen ture products unless there has been an official product announcement.
To the best of your ability, please engage with all comments left on posts – which can just be a “ know that you’ve seen their engagement. Trolling or offensive user comments may be hidden fro need to be replied to.
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ent to them. When a our page will be able to e user know that their
sentences. Colleagues s “I” language: “We’re u to the best team to
by the brand. We cannt on any potential fu-
“like” to let the user om the post, and do not
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Olympus Explorer Justin Kauffman
