Brand guidelines_online

GBUruIaDidneedsli/ingensFebruary 2016SORTED



WHO As a brand, we stand to enable happier,ARE WE? easier and more confident journeys for the last minute traveller by ensuring the right stay options for them. Through our app, we open up a complete world of select hotels that match the various needs of our last minute travellers. Across locations, hotel categories and specifications, the Sorted app curates these stay options that can be booked up to 72 hours in advance. We believe in creating quality experiences and stand di erentiated with focus on the needs of the last minute travellers.

OUR Making our customers’ lives easier,PURPOSE worry-free and more convenient, every time they travel.

FOR OUR We are a mobile applicationCUSTOMERS that helps customers to make great, value for money, last minute hotel bookings without the hassles of sorting through all the information out there.

WE Be it for work or leisure, whenSERVE people need to travel without having planned and booked in advance, the stay options become an area of concern. There seems to be a general perception of needing to make a compromise on one or some of the factors like pricing, availability, standard of place, desired location or the required set of amenities. Not only do we address these concerns, but we make it amply rewarding for these travellers by getting them the best deals across a range of hotels.

WE Our esteemed hotel partnersPARTNER are at the heart of what we o er to our customers - great hotels with great deals. Our business model is a win-win where we enable the business of our hotel partners by o ering their available spaces to the last minute traveller. This ensures better capacity utilization while brining a whole new set of people to experience their highest standards of hospitality.

LogoGuidelines

// LOGO GUIDELINES - Introduction //These standards provide direction for developing and designingcommunications that are fully aligned with the Sorted brandstrategy. They are intended to foster creativity and help us infuseall of our communications with the tone of voice and expertisethat we want our audiences to associate with the Sorted brand.They outline the best practices for the use of our visual identityelements. Consistent application of our identity, including thelogo, typeface, colour and layout, is essential in building a strongpresentation of our brand.

// LOGO GUIDELINES - Overview //The logo: The logo is a term or a symbol that is unique and themost powerful identifier for our brand. The logo is a strongaspect of the visual identity of the brand, and through this, webegin to identify one brand versus the other and therefore, theassociations created.

// LOGO GUIDELINES - Tagline //Sorted: It’s never too lateWe stand to make a promise to our last minute travellers that it’snever too late to get the kind of hotel they seek at prices thatare a ordable. Life, work and its demands can often surprise usinto an impulsive or urgent travel.Often, there isn’t enough time to even do proper packing - butwith the Sorted app, there will always be enough time to seeoptions, select and reserve the kind of hotel that’s just right foryou. That’s the promise we stand for, with our app by your side -it’s never too late.

// LOGO GUIDELINES - Our Logo // 1Our logo comes in 3 variations:1 Logotype Use whenever possible2 Glyph Use in UI with limited space3 Outlined glyph 2 3 Use in UI with limited space

// LOGO GUIDELINES - Logo Colours //Sorted Purple Whiteis our primary colour and used most often is used on darker backgrounds

// LOGO GUIDELINES - Logo Clear Space // XAlways position the logo for Ymaximum impact and give itplenty of room to “breathe” toensure its impact and legibility.Clear Space:A minimum amount of clear spacemust always surround all versionsof the logo. Clear space mustequal the height of the wordmark“Y” on total size.Maintaining proper clear spaceprotects the visual identity fromcompeting graphic elements suchas text, photography orbackground patterns that mayotherwise divert attention fromthe logo. Minimum size of the logo to be used > 1.5 inches / 108 pixels

// LOGO GUIDELINES - Dos and Don’ts //The logo must be used Never use the logo outside the Never use the symbol in a Never use the logo withcorrectly to ensure that the colour palette/gradient. di erent colour bordersimpact and integrity of ourbrand is not diluted orcompromised. Alwaysreproduce the logo fromapproved electronic artwork.The examples hereillustrate a small range ofincorrect uses. Always usegood judgment when workingwith the logo.Note: Do not attempt to retype,recreate or redesign any logoartwork. Never reproduce the logo on a Do not alter the perspective of Do not add any additional background without proper contrast the logo dimensional elements to and outside of brand colours the logo

// LOGO GUIDELINES - App Logo //Always position the logo for maximum impactand give it plenty of room to “breathe” to ensureits impact and legibility.iOS > Android > Minimum size of the logo to be used > 50 pixels

// LOGO GUIDELINES - App Logo - Dos and Don’ts // The app logo must be used correctly to ensure that the impact and integrity of our brand is not diluted or compromised. Always reproduce the logo from approved electronic artwork. The examples here illustrate a small range of incorrect uses. Always use good judgment when working with the logo. Note: Do not attempt to retype, recreate or redesign any logo artwork. The coloured version of the “Sorted” logo can ONLY be used on a white background or on a Sorted purple background. If you are using the Sorted logo on any other background colour, use either the black or white monochrome logo. Do not place the Sorted logo over background colours that clash or in gradients. If in doubt, use black on light backgrounds and reverse on dark backgrounds.

// LOGO GUIDELINES - Logo Clear Space //Always position the logo for 200%maximum impact and give it 100%plenty of room to “breathe” toensure its impact and legibility. When using the app logo symbol with other logos and graphic elements, maintain a safety spaceClear Space: that equals 200% the size of the square aroundA minimum amount of clear space the symbol.must always surround all versionsof the logo. Clear space mustequal 200% size of the symbol.Maintaining proper clear spaceprotects the visual identity fromcompeting graphic elements suchas text, photography orbackground patterns that mayotherwise divert attention fromthe logo.

// COLOUR GUIDELINES - Colour Tints //Brand Colours: Every Primary Colour Tints Secondary Colour Tintsbrand needs to beidentified with a colour. #3C0C33 #98712A #801438 #0E2546 #8C8C7EColour is the single most #49083C #B0832E #961A41 #152C52 #A2A292identifiable tool within a #521045 #CA9534 #AB1E4A #19335E #BBBBA7logo. Colours represent #5D164F #E4A939 #C11E53 #1D3969 #D2D3BCour brand personalityand its significance ineveryday usage. #6A0057 #000000 #FFFFFF #FFBC42 #D81159 #083D77 #EBEBD3 #772367 #191819 #FDC255 #DB276A #1F5183 #ECECD6 #873478 #333333 #FFC968 #DF407B #396491 #EDEEDA #964C88 #4D4C4D #FFCF7B #E1588A #52779E #F0F0DF #A5669A #676767 #FFD68C #E56F9B #6A8AAC #F2F2E3 #B37FA9 #807F7F #FFDD9F #E987AB #819CB9 #F5F4E8 #979797 #B2B2B2 #EC2024 #5CB947 Important announcements, alerts, notifications

// COLOUR GUIDELINES - Usage //#6A0057 #000000 #FFFFFF #D81159 #083D77 #EBEBD3 #FFBC42Primary Colour Secondary Colour Accent ColourWhen using a primary Palettes with a secondary colour may The accent colour shouldcolour in your palette, use these colours to indicate a related be used for the floatingthis colour should be action or information. action button, interactivethe most widely used elements andacross all screens and The secondary colour may be a call to action information.components. darker or lighter variation of the primary colour or secondary colours - Buttons defined in the guidelines. - Progress bars - Search bars Ideally, the secondary colours should - Switches be used alongwith the primary colour - Sliders and not as a singular colours. - Hover - Active, etc. - Highlighters - Background patch - Calender - Labels, etc.

// COLOUR GUIDELINES - Usage - Generic Sample //

// COLOUR GUIDELINES - Usage - Live Sample //

// TYPOGRAHY GUIDELINES - Usage //Typography is a key element used Proxima Nova seriesto communicate a unifiedpersonality for Sorted. Proxima Nova Light Proxima Nova RegularPrimary Typeface Proxima Nova Semi BoldWe use PROXIMA NOVA as our Proxima Nova Boldprimary typeface, both for onlineand o ine text, for headlines, Headline Typeface - Proxima NovaBoldsubheads and body copy. ABCDEFGHIJKLMNOPQRSTUWXYZBold abcdefghijklmnopqrstuvwxyzWe use PROXIMA NOVA Bold for 0123456789~!@#$%^&*() _headlines and short statements. +|}{”:?><,./’;[]=-Not higher than 24 pt. for the app. Body Copy Typeface - Proxima Nova RegularSemi BoldWe use PROXIMA NOVA Semi ABCDEFGHIJKLMNOPQRSTUWXYZBold for subheads. Not higher abcdefghijklmnopqrstuvwxyzthan 18 pt. for the app. 0123456789~!@#$%^&*() _ +|}{”:?><,./’;[]=-RegularWe use PROXIMA NOVA Light forbody texts. Not smaller than 14 pt.for the app.

// TYPOGRAHY GUIDELINES - Hierarchy //Proxima Nova Bold GET72 px72 pxUppercase SORTEDProxima Nova Semi Bold Get48 pxLowercase 48 pxProxima Nova Regular SortedLowercaseProxima Nova Regular Sorted32 pxLowercase 32 pxProxima Nova RegularLowercase 14 px Default We are a mobile application thatProxima Nova Regular 12 px Default helps customers to make great,Lowercase value for money We are a mobile application 10 px Default We are a mobile application

// OUR IMAGERY - Dos and Don’ts (For App) //Imagery is more than decoration. Sentosa Resort Sentosa ResortIt’s a powerful tool to help youcommunicate and di erentiate Andheri (2.5km) Andheri (2.5km)your product. Bold, graphic andintentional imagery helps to ` 6500/- BASIC ` 6500/- BASICengage the user. Grand Hyatt- To enhance the user experience, choose Bandra (2.5km)images that express personal relevance,information and delight. ` 9000/- LUXURY Vivanta by Taj- Ensure images are dynamic andcontext-relevant. Use predictive visuals to Churchgate (2.5km)substantially improve the user experience. ` 4000/- ECONOMY- Have an iconic point of focus in your imagery.Ensure that a clear concept is conveyed to the All the hotel listing should have auser in a memorable way. purple tinge over it.- Make sure your images are appropriately sizedfor displays across platforms. Ideally, the imagesshould not appear pixelated. Test appropriateresolution sizes for specific ratios and devices.

OUR We are HelpfulVOICE Reliable Smart Our voice is how we Friendly sound to the consumer.

Helpful Reliable Smart FriendlyWe o er to get things We will always function We function in an We’re young and‘Sorted’ out for the the way we should, and e ective manner. It is positive. We listen tocustomer wherever meet customer the hallmark of Sorted. you, and genuinelypossible. We are there expectations. Use the We won’t make you want the best for you.to help. language of take unnecessary re-assurance. Use action, or increase your E.g. It’s really strange -E.g. We’re sorting out proactive and action e ort, time or but there’s somethingthe best hotels for you oriented words expenditure in any way. wrong. Could you tryright now. wherever it is needed. again while we get this E.g. Compare this to sorted out? E.g. Our agent will call some other deals we’ve you right away to get sorted out for you. this sorted out for you.

Here are Over-enthusiastic: Hey! Your booking just gotsome things confirmed! Have a GREAT stay!we are NOT Using capitals, exclamation marks and ‘text’ language signal a frivolous and hyper nature. Sell-oriented: Check out our great deals and discounts! When in sales speak mode, ask yourself, ‘Would your friend ever say something like this to you?’ Impersonal: Your Booking Reference No. 12345 for your future reference and record. Use personal pronouns - you, we - to get closer to your audience. Don’t refer to the brand in third person.

It’s never too late

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