Jax Brandbook

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“Some roads aren’t meant to be traveled alone.” - Chinese Proverb 3

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Table of Contents The Brand...................................................................G.o.t.o.P.a.g.e.7...... 7 Brand Logo................................................................G..o.t.o.P.a.ge..1.2...12 Brand Colors..............................................................G.o.t.o.P.a.g.e.1.8...18 Color Palette for Print �������������������������������������������G�o�t�o��Pa�g�e�2�0���20 Color Palette for Digital ����������������������������������������G��o�t�o�P�a�g�e�2�4���24 Typograpghy...............................................................G.o..to..Pa.g.e.2.8...28 UI Kit...........................................................................G.o.t.o.P.a.g.e.3.0...30 Printed Materials.......................................................G.o.t.o.P.a.g.e.3.4...34 Digital Materials.........................................................G.o.t.o.P.a.g.e.4.2...42 Social Media...........................................................G.o.t.o.P.a.ge.4.4... 44 5

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The Brand Table of Contents 7

Who We Are Our Company Jax Rideshare Rentals is a car rental company which rents out vehiciles specifically for gig work. Jax provides an opportunitiy for anyone with a drivers license to make great money. This is done by renting out affordable vehicles and subsequently providing access to the gig economy. Our Vision At Jax, we believe in equality. Our vision is to open the the gig platform economy and provide opportunities for millions of Americans. There is no reason why this type of gig work should only be available to those fortunate enough to own a vehicle. We don’t require a high credit score, only a drivers license and ambition. 8 Table of Contents

The Jax Model Rent Register ROI Renting a Jax vehicles is Register to be a driver on a Enjoy the return on your incredibly simple: either gig platform such as Uber, investment: start picking download our app or log Lyft, or others, and begin up drivers and become an onto ridewithjax.com and earning an income with your integral part of a multi-billion reserve the vehicle you wish Jax vehicle. dollar industry! As a Jax to rent. Renting is per day driver you will always keep (minimum two days). We 100% of the money you earn don't require a good credit with our vehicles. The only score to rent. cost is the daily fixed rental fee. Table of Contents 9

Our Values Drive Equality In both senses of the word, Jax believes in Jax doesn't discriminate against anyone. having a direction, a goal and a destination in Our ONLY criteria to become a Jax driver mind- both literally and figuratively. We can and become financially independent is a provide the means, but only those with a drivers license and ambition. Our model to drive to work hard will succeed. easily rent a vehicle and pay per day provides an equal opportunity for those who don't own a vehicle to begin earning cash and working as a driver in the gig economy. 10 Table of Contents

Community Improvement We believe in helping communities A core value of ours is that we are throughout the USA by providing a constantly looking to improve and better convenient source of income to those who ourselves. We take feedback from our users don't own a vehicle of their own. We will very seriously, and will always work to be never touch any of our driver's earnings. better. Additionally, we will do our best to assist with any issues, wherever we can. As Jax driver, we've got you covered. Table of Contents 11

Brand Logo 12 Table of Contents

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Origin Story Currently, the Jax logo is only red, with the symbol of a GPS pin, followed by text and a subtext. New Design The Jax logo has been redesigned as a combination of a cool, modern, sleek look meant to resemble the wheel of a car arriving at great speed, passing through the letters that spell Jax. 14 Table of Contents

Components of the New Logo SHAPE TEXT The Jax logo is made up of the shape (wheel SUBTEXT and lines to represent speed), text ( Jax), and sub-text (Rideshare Rentals). The font for the logo text is Expletus Sans (see Typography, page 29). No other fonts are to be used for this logo (see Improper Usage, page 17). Proper Placement The logo should be applied on a light background, preferably white, and not a blue or green color, in order to maintain visibility of the logo's features. Black and White Usage If the logo is to be applied in black and white, it's imperative that the circles and sharp lines (dark blue in standard usage) are a different color or shade than the arch and text spelling Jax (the green components in the standard usage). Table of Contents 15

Proper Dimensions While this of course depends on the context of the logo placement, the dimensions should ideally be used according to the following guidelines (in millimeters): Maximum size: 180w x 103h Minimum size with tagline: 50w Minimum size with 'Jax' text: Minumum Size: 50w x 30h x 30h (smaller than this the 22w x 12h (smaller than this logo will appear without the the logo will appear without Full logo at minimum size tagline) the text or tagline). 50mm Without tagline Without text or tagline 25mm 19mm 8mm 15mm 30mm 16 Table of Contents

Improper Usage Below are examples of improper ways in which the logo should never be used. Stretched Background with Incomplete Incorrect color disproportionally clashing colors representation scheme Incorrect fonts Incorrect font Taken apart At an angle sizes Table of Contents 17

Brand Colors 18 Table of Contents

Logo Color Schemes Main Logo Color Other Versions Table of Contents 19

Color Palette for Print 20 Table of Contents

Logo Color Palette for Print Table of Contents 21

Colors Used for Print 22 Table of Contents

Secondary Colors for Print Table of Contents 23

Color Palette for Digital 24 Table of Contents

Logo Color Palette for Digital Table of Contents 25

Colors Used for Digital 26 Table of Contents

Secondary Colors for Digital Table of Contents 27

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Fonts Gil Sans Nova Regular The Jax Rideshare Rentals brand uses two Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn fonts: Expletus Sans, and Gils Sans Nova Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Regular. 0 1 2 3 4 5 6 7 8 9 . , : - \" \"( ) [ ] < > | / @ ? ! Expletus Sans Gil Sans Nova Regular is the main font used on the Jax website, landing pages, and most Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm printed texts. Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6 7 8 9 . , : - \" \"( ) [ ] < > | / @ ? Exlpletus Sans is the font used in the Jax logo, as well as certain titles, and headers. Expletus Sans Gil Sans Nova Regular Table of Contents 29

UI Kit 30 Table of Contents

Icons Used on the Website: Table of Contents 31

Website Header: Website Footer: Call to action button: Captcha: 32 Table of Contents

Sign-up forms: App Download: Contact Us: Table of Contents 33

Printed Materials 34 Table of Contents

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Billboards, Signs, and Flyers 38 Table of Contents

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Digital Materials 42 Table of Contents

Brand Website Table of Contents 43

Social Media 44 Table of Contents

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