Brand Standards Booklet

Brand Standards

V 0 1 . 0 1 10 /1 2 /1 5 Brand Standards 3

Logo Standards

Logo Anatomy ............................................................................................................... 6

Inline Logo Lockup ........................................................................................... 7

Stacked Logo Lockup ................................................................................. 8

Minimum Size .............................................................................................................. 9

Sacred Spacing .....................................................................................................10

Color Logo Use ...................................................................................................11

Black Logo Use ....................................................................................................12

White Logo Use ...................................................................................................13

Tagline Use .....................................................................................................................14

Logo File Indexes ............................................................................................16

CONTENTS

Name Standards

Typesetting Guidelines .....................................................................20

Casing + URL Guidelines ............................................................21

The Trademark Symbol ...................................................................22

Color Standards

The Palette + Use of Color.......................................................24

Key Colors ......................................................................................................................25

Extended Blue Palette ......................................................................26

Extended Orange Palette .........................................................27

Extended Gray Palette .....................................................................28

V 0 1 . 0 1 10 /1 2 /1 5Brand Standards4

Font Standards

The Lato Type Family .............................................................................30

Headlines ............................................................................................................................31

Subheads ............................................................................................................................32

Body Text ...........................................................................................................................33

Substitute System Font ....................................................................34

CONTENTS

Messaging Standards

Our Story .............................................................................................................................36

Core Values....................................................................................................................37

Positioning Statements ..................................................................38

Value Propositions .....................................................................................39

Taglines + Slogans ..........................................................................................40

Key Features ...............................................................................................................41

Key Benefits .................................................................................................................42

Logo Standards


Logo Anatomy

Including the logo mark and logo

type, the inline logo lockup is the

cornerstone of our visual identity.

It should be used with consistency,

clarity, and consideration.LOGO TYPE

LOGO LOCKUP

LOGO MARK

LOGO STANDARDS


Inline Logo Lockup

The inline logo lockup is the

preferred logo to use for

marketing communications.

The inline logo lockup should

not be used in tandem with

Merchant or Customer taglines.

LOGO STANDARDS


Stacked Logo Lockup

The stacked logo lockup should

be used when space and/or design

require a less horizontal format.

The stacked logo lockup should

also be used in tandem with

Merchant and Customer taglines.

See page 14 for reference.

LOGO STANDARDS


Minimum Sizing

Do not use the inline logo

lockup smaller than 1” wide in


Do not use the stacked logo

lockup smaller than 0.7” wide in


Consult project Design Lead

with special requests and/or

for unique applications.

1”

0.7”

LOGO STANDARDS


Sacred Space

When using the logo lockup artwork

in marketing communications, there

should always be a minimum negative

space equal to the size of ‘o’ in the

logo type around all four sides.

No other text, colors, photos, or elements

should come within this defined sacred

space around the logo lockup artwork.

LOGO STANDARDS


Color Logo Lockup Use

Color logo lockup artwork must

appear on a white background.

If color logo lockup artwork is to

appear over a photo or colored

background, include a white box behind

the artwork with the proper amount

of sacred space on all four sides.

Same standards apply to stand-alone use

of the color logo mark and/or logo type.

LOGO STANDARDS


Black Logo Lockup Use

Black logo lockup artwork must

appear on a white background.

If black logo lockup artwork is to

appear over a photo or colored

background, include a white box behind

the artwork with the proper amount

of sacred space on all four sides.


of the black logo mark and/or logo type.

LOGO STANDARDS


White Logo Lockup Use

White logo lockup artwork must

appear over a colored background

with at least 20% density.

White logo lockup artwork may also

be overlaid on photographs or other

textured/patterned backgrounds.


of the white logo mark and/or logo type.

LOGO STANDARDS


LOGO STANDARDS

Merchant Tagline Use

Always use the stacked color

logo lockup in tandem with the

Merchant Tagline artwork:

Real-Time Mobile Marketing


LOGO STANDARDS

Customer Tagline Use

Always use the stacked color

logo lockup in tandem with the

Customer Tagline artwork:

Last-Minute Local Offers


INLINE LOGO FILE INDEX

TDR-Logo-Black-Inline.ai

TDR-Logo-Black-Inline.eps

TDR-Logo-Black-Inline.jpg

TDR-Logo-Black-Inline.pdf

TDR-Logo-Black-Inline.png

TDR-Logo-Black-Inline.psd

TDR-Logo-White-Inline.ai

TDR-Logo-White-Inline.eps

TDR-Logo-White-Inline.png

TDR-Logo-White-Inline.psd

TDR-Logo-Color-Inline.ai

TDR-Logo-Color-Inline.eps

TDR-Logo-Color-Inline.jpg

TDR-Logo-Color-Inline.pdf

TDR-Logo-Color-Inline.png

TDR-Logo-Color-Inline.psd


STACKED LOGO FILE INDEX

TDR-Logo-Black-Stacked.ai

TDR-Logo-Black-Stacked.eps

TDR-Logo-Black-Stacked.jpg

TDR-Logo-Black-Stacked.pdf

TDR-Logo-Black-Stacked.png

TDR-Logo-Black-Stacked.psd

TDR-Logo-White-Stacked.ai

TDR-Logo-White-Stacked.eps

TDR-Logo-White-Stacked.png

TDR-Logo-White-Stacked.psd

TDR-Logo-Color-Stacked.ai

TDR-Logo-Color-Stacked.eps

TDR-Logo-Color-Stacked.jpg

TDR-Logo-Color-Stacked.pdf

TDR-Logo-Color-Stacked.png

TDR-Logo-Color-Stacked.psd


LOGO MARK FILE INDEX

TDR-Logo-Mark-Black.ai

TDR-Logo-Mark-Black.eps

TDR-Logo-Mark-Black.jpg

TDR-Logo-Mark-Black.pdf

TDR-Logo-Mark-Black.png

TDR-Logo-Mark-Black.psd

TDR-Logo-Mark-White.ai

TDR-Logo-Mark-White.eps

TDR-Logo-Mark-White.png

TDR-Logo-Mark-White.psd

TDR-Logo-Mark-Color.ai

TDR-Logo-Mark-Color.eps

TDR-Logo-Mark-Color.jpg

TDR-Logo-Mark-Color.pdf

TDR-Logo-Mark-Color.png

TDR-Logo-Mark-Color.psd

Name Standards


Type Setting Guidelines

When spelled out as text, please

note the ‘T’ and ‘D’ should be

capitalized, with no space between

the two words ‘The’ and ‘Dropp.’

This applies to all usage of the name

‘TheDropp,’ including but not limited

to marketing communications, general

correspondence, legal terms, social

accounts, business registrations, etc.

TheDropp

NAME STANDARDS


Casing + URL Guidelines

Do not set the name ‘TheDropp’

in all caps when spelled out as text.

In the case of listing TheDropp.com

website as text, always use camel

casing as shown at left.

TheDropp.com

THEDROPP

NAME STANDARDS


The Trademark Symbol

When spelled out within text, the first

instance of the name TheDropp™ should

include a superscripted version of the

trademark (TM) symbol, with all following

occurences of the name TheDropp

displayed free of the TM symbol.

TheDropp™

NAME STANDARDS

Color Standards


COLOR STANDARDS

The Palette + Use of Color

Inspired by a strong sense of simplicity,

purpose, and passion, TheDropp’s color

palette is bold, flexible, and modern.

Use of color should be minimal and

reserved for headlines, calls to action,

and other spot applications. Large blocks

of dark, dense color should be used

sparingly and with significantly more

light blocks to create a bright, crisp tone.


COLOR STANDARDS

Key Colors

Azure is a vibrant blue that evokes

feelings of loyalty, reliability,

security, and freedom.

Tangerine is a warm, active color that

evokes feelings happiness, motivation,

spontaneity, and confidence.

AzureTDR-BLUE

TangerineTDR-ORANGE

HEX = 39A6DD

RGB = 57/166/221

CMYK = 69/19/0/0

PMS = 2995C

HEX = E67325

RGB = 230/115/37

CMYK = 6/67/99/0

PMS = 152C


COLOR STANDARDS

Extended Blue Palette

HEX = 026EAD

RGB = 2/110/173

CMYK = 90/54/7/0

HEX = E3F4FC

RGB = 227/244/252

CMYK = 9/0/0/0

HEX = C6E9FA

RGB = 198/233/250

CMYK = 20/0/0/0

HEX = 8FCDF0

RGB = 143/205/240

CMYK = 40/5/0/0

TDR-BLUE-1 TDR-BLUE-2 TDR-BLUE-3 TDR-BLUE-4


COLOR STANDARDS

Extended Orange Palette

HEX = C64A1B

RGB = 198/74/27

CMYK = 16/84/100/5

HEX = F8F6E8

RGB = 248/246/232

CMYK = 2/1/9/0

HEX = F2E4CE

RGB = 242/228/206

CMYK = 4/9/19/0

HEX = FBBC85

RGB = 251/188/133

CMYK = 0/30/51/0

TDR-ORANGE-1 TDR-ORANGE-2 TDR-ORANGE-3 TDR-ORANGE-4


COLOR STANDARDS

HEX = 026EAD

RGB = 2/110/173

CMYK = 90/54/7/0

HEX = E3F4FC

RGB = 227/244/252

CMYK = 9/0/0/0

HEX = C6E9FA

RGB = 198/233/250

CMYK = 20/0/0/0

HEX = 8FCDF0

RGB = 143/205/240

CMYK = 40/5/0/0

TDR-GRAY-1 TDR-GRAY-2 TDR-GRAY-3 TDR-GRAY-4

Extended Gray Palette

Font Standards


FONT STANDARDS

The Lato Type Family

Lato is Polish for ‘summer,’ and the

name perfectly fits this warm-feeling

sans-serif. Lato feels very modest and

unassuming when set at small sizes

in body copy, but the italic variant is

distinctive and still very legible.

Lato is a versatile, free type family.

Please visit LatoFonts.com for

the most current documentation,

web, OTF, and TTF versions.

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

0123456789

Lato

Lato


FONT STANDARDS

Headlines

When setting Headlines for marketing

and general communications, use Lato

Hairline, Light, or Regular at sizes

ranging from 24 points to 96 points.

Always use camel casing, never all caps.

Approved colors may be used for spot

color treatments with all text content.

See page 24 for Color Standards.

Headline Style

Headline Style

Headline Style


FONT STANDARDS

Subheads

When setting Subheads for marketing

and general communications, use size,

weight, color, and casing variations of

Lato that contrast with your body text.

Subheads should always be at least

2 points larger than body text.

All variations of Lato can be used for

Subheads ACCEPT Lato Hairline, which

should only be used for Headlines.

Subhead Style

SUBHEAD STYLE

Subhead Style


FONT STANDARDS

Body Text

When setting Body Text for marketing

and general communications, use

Lato Light or Regular at sizes ranging

from 8 points to 16 points.

Be sure to include generous line height/

spacing wherever possible in order to

maximize text legibility and accessiblity.

Always use camel casing, never all caps.

Ed qui aped qui aut est rem laborit, aut et

fugitium idero tecus, aut quam rectore perupta

velibearum simpe non es nietur, cum erum exero

eum, verum am ea intium quiae cus que voloriat.

Suntiis eum quid quae et es num quistem aut

libusae et, quunturem fugiam, a consediamus

apicim fuga. Peritam quidundant, sitam quam,

aut vella soluptaquam se et reperib earita

voloreh endebis nobiti aut quiam quibus

quundia nam, venit, nonsequia voloria nimaion


FONT STANDARDS

Substitue System Font

When marketing and general

communications require use of a system

font rather than a third-party font,

replace use of Lato with Verdana.

All other styling standards for

Headlines, Subheads, and Body Text

remain intact.

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

0123456789

Verdana

Verdana

Messaging Standards


MESSAGING STANDARDS

Our Story

We unite customers and merchants

with simple, personalized, real-time

technology, empowering them to

capitalize on last-minute local offers.

Founded in April 2015, TheDropp is a

privately-held LLC and based in

Colorado’s beautiful Vail Valley.


MESSAGING STANDARDS

Our Core Values

Everything we do at TheDropp is rooted

in our core values. We thrive on creating

lasting relationships and meaningful

experiences based on convenience,

community, timeliness, and service.

Convenience Community

Timeliness Service


Customer POSITIONING STATEMENT

TheDropp is a free new app that matches

you with last-minute savings on local

offers set to expire within two days.

Merchant POSITIONING STATEMENT

TheDropp is a powerful new mobile

marketing service that delivers real-time

offers to local customers.

MESSAGING STANDARDS


Customer VALUE PROPOSITION

TheDropp is a free new app that matches

you with last-minute savings on local

offers set to expire within two days.

Based on your location and categories of

interest, TheDropp instantly connects

you with special offers on local activities,

events, services, and more.

Merchant VALUE PROPOSITION

TheDropp is a powerful new mobile

marketing service that delivers real-

time offers to local customers. Featuring

the ability to quickly customize and

track offers, TheDropp maximizes

sales opportunities while minimizing

vacancies and expired inventory.

MESSAGING STANDARDS


Customer TAGLINE

Last-Minute Local Offers

Customer SLOGAN

Save money, have fun, keep it local.

Merchant TAGLINE

Real-Time Mobile Marketing

Merchant SLOGAN

Sell more, worry less, grow business.

MESSAGING STANDARDS


Customer KEY FEATURES

4 Relevant last-minute offersAll offers are personalized based on your unique categories of interest and current location.

4 Local real-time inventoryWherever you are, there’s something you love to do— but hurry, all offers sell out or expire in 48 hours.

4 Instant in-app purchasesDiscover the perfect offer and make your purchase right away, right inside the app.

4 Fast, easy redemptionSimply present the transaction receipt on your device to the issuing merchant and you’re good to go.

Merchant KEY FEATURES

4 Simple, intuitive toolsSet up an account and start creating offers in minutes—all you need is a photo, text, and pricing.

4 Automation and templatesCreate and schedule offers for the future; save time and boost conversions with offer templates.

4 Real-time analyticsCheck the performance of any offer, any time with our exclusive real-time command console.

4 Direct, seamless paymentsFeaturing custom Stripe integration, income is transferred directly into your bank account.

MESSAGING STANDARDS


Customer KEY BENEFITS

4 Do moreSave time searching for great offers on activities, events, and services—let them come directly to you.

4 Support localDoing things you love is fun, but saving money and supporting local businesses makes it even better.

4 Be spontaneousNo plans? No problem. Make the most of every moment and every dollar with last-minute offers.

4 Get the dropAt home or on the road, be first to know about special savings and instantly discover things to do.

Merchant KEY BENEFITS

4 Grow businessIncrease average capacity and minimize expired inventory while gaining new customers.

4 Get more exposurePut your products and services directly in front of a local online audience—on any device!

4 Take controlSet your own discount, create offers whenever you like, and easily track real-time results.

4 Build loyaltyBoost brand awareness and leads by connecting local customers with offers they really want.

MESSAGING STANDARDS

© 2015 TheDropp, LLC | All Rights Reserved | TheDropp.com

Documents

Brand Standards Booklet