Brand and graphic Standards Manual
Document Last Updated: 07/2012
welcome
olloclip® Standards
mission statement
table of contents
To create mobile photographic accessories that excite the inner artist in everyone, helping
capture those spontaneous moments simply and efficiently.
Mission Statement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
Positioning Statement. . . . . . . . . . . . . . . . . . . . . . . . . . . 2
About olloclip . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
positioning statement
The olloclip® brand is synonymous with creativity — olloclip products give amateur and
professional photographers alike the ability to use the iPhone to capture what they see more
easily, spontaneously and artistically than ever before. One’s iPhone becomes a window to the
world. With olloclip, iPhone photography has entered a whole new realm of possibility.
Standards Purpose. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
Logo Standards. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4-9
Tagline . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10-11
Color Palette . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
Typography. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
about olloclip
®
The olloclip is a unique quick-connect lens solution for the iPhone 4S/4. It features three (3)
lenses — fisheye, wide-angle and macro — in one small, convenient package that fits easily in
a pocket and in the palm of the hand. The olloclip connects to the iPhone in seconds, allowing
the user to instantly and easily capture photographic images and use various photographic
effects.
Written and Verbal Use . . . . . . . . . . . . . . . . . . . . . . . . 14
Brand Personality. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
Advertising Guidelines. . . . . . . . . . . . . . . . . . . . . . . . . 16
Created by Patrick O’Neill and his designer partner, Chong Pak, olloclip has attracted a
legion of passionate users in less than two years, not to mention distribution through Apple
retail stores in the U.S. and internationally and through leading online retailers. More products
under the olloclip brand moniker are now in development.
page 2
standards purpose
olloclip® Standards
standards purpose
This document outlines the olloclip identity guidelines in order to maintain the strength and
consistency of the brand. The standards manual contains guidelines, rules and examples for
upholding the brand throughout all aspects of olloclip communications. Using the olloclip
brand properly and consistently will result in communications that build brand recognition,
brand awareness and brand equity.
All parties responsible for the production of visual communications produced by or for olloclip
are expected to apply these standards correctly in various applications. Adopting this branded
look ensures that all our communications are polished, professional and meet a high standard
of quality.
Should you have any questions, please do not improvise solutions without first consulting
olloclip at 000-000-0000 or info@olloclip.com.
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Logos
olloclip® Standards
logo
The olloclip logo consists of two components: an icon and a wordmark. The established size and positioning relationships between these two components that define
this logo must never be altered. The wordmark consists of specially created and spaced letter forms which may not be modified in any way. Be sure to use the approved
artwork file rather than attempting to re-create the logo.
icon and Wordmark
The icon and wordmark must always be used together in all olloclip communications. When using the logo (not including when it’s used as a supporting graphic element),
the wordmark or icon should never be displayed alone. The logo should always be used in its original, horizontal or vertical format.
The wordmark is created with the typeface, Caviar Dreams Bold. The letters “olloclip” within the wordmark are custom kerned and tracked. As a result, a “similar” font
cannot be substituted for the letters within the logo.
Wordmark
Icon
Logo
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Logos
olloclip® Standards
The olloclip logo exists in three formats: vertical, horizontal (right) and horizontal (left).
vertical logo
horizontal logo (right)
horizontal logo (left)
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Logos
olloclip® Standards
The olloclip vertical logo should only be used when there is appropriate space for it. The logo shown here is ideal for vertical and square spaces.
vertical logo
usage
The olloclip logo can be used in all marketing and in-house communications
(both printed and online) as well as signage and online/mobile applications.
Sizing Restrictions
The olloclip logo should never appear smaller than 1’’ wide or 150 pixels
wide.
Proportions
The logo should always be used in its original, as-designed proportions.
It should never be condensed, expanded or distorted beyond its original
proportions. In addition, the typeface that comprises the letters “olloclip” within
the logo is a custom-kerned and tracked font. As a result, a “similar” typeface
cannot be substituted for the letters within the logo.
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Logos
olloclip® Standards
The olloclip horizontal logo (either version) should only be used where is appropriate space for it. These logos are ideal for horizontal spaces.
horizontal logos
horizontal logo (right)
usage
The olloclip logo can be used in all marketing and in-house communications
(both printed and online) as well as signage and online/mobile applications.
Sizing Restrictions
The olloclip logo should never appear smaller than 1.5’’ wide or 225 pixels
wide.
Proportions
The logo should always be used in its original, as-designed proportions.
It should never be condensed, expanded or distorted beyond its original
proportions. In addition, the typeface that comprises the letters “olloclip” within
the logo is a custom-kerned and tracked font. As a result, a “similar” typeface
cannot be substituted for the letters within the logo.
horizontal logo (left)
orientation
The horizontal logo comes in two different formats (left or right). This means
that the icon is either to the left or right of the wordmark. Both logos may be
used for all marketing and in-house communications (print, online and mobile).
Use your discretion or preference when choosing which horizontal logo to use.
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Logos
olloclip® Standards
color versions
When printed, the olloclip logo must appear in its four-color version,
two-color version or in black/white. This applies to all formats of the
logo.
Backgrounds
Full-color logo
The olloclip logo should always be used on a background that will not
impede its readability.
The logo in its positive form should NOT be used on color fields darker
than a 40% value of black.
Two-color logo
Black/White logo
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Logos
olloclip® Standards
Reversed logos
When printed, the olloclip logo must appear in its four-color version,
two-color version or in black/white. This applies to all formats of the
logo.
Backgrounds
The olloclip logo should always be used on a background that will not
impede its readability.
Full-color logo
The olloclip logo in its reversed (white) form should ONLY be used on
color fields darker than 50% value of black or higher.
Two-color logo
Black/White logo
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Tagline
olloclip® Standards
The olloclip® tagline is:
take it further.
tagline usage
TM
About the tagline
“Take it further” is about extending possibilities — in photography,
creativity and life. It appeals to people who want to get more out of their
experiences, in travel, sports and entertainment. “Take it further” also
showcases a company and a brand that is always striving for innovation.
The tagline can appear in any of the branded typefaces (Alternate
Gothic No 2 Bold, Caviar Dreams or Futura). The preferred choice for
typography, however, is Caviar Dreams Bold in the branded olloclip red
color. In print and online advertisements, the tagline usually accompanies
the URL. See the Advertising Guidelines for tagline and URL examples.
The tagline should never be used as a headline.
The tagline should always appear within close proximity to the call to
action, URL or logo.
The tagline should always appear in lowercase.
The trademark symbol (TM) must always accompany the tagline when
the tagline stands alone (separate from the logo). The tagline does not
always need the trademark symbol (TM) when placed within proximity to
the logo, URL or other olloclip marketing messaging.
take it further.
TM
Caviar Dreams Bold
take it further.
TM
Futura Medium
take it further.TM
Alternate Gothic No 2 Bold
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Tagline
olloclip® Standards
Logo/tagline usage
The logo and tagline combination should only be used with the vertical
logo. The tagline should NOT accompany the horizontal logos.
Vertical logo with
tagline
The vertical logo with tagline should only be used on signs, banners, POP
or other applications where there is NO room for a marketing message
or URL.
take it further.™
page 11
color palette
olloclip® Standards
Primary Colors
Icon gradient
CMYK: C:15, M:100, Y:90, K:10
RGB: R:190, G:30, B:45
HEX value: #BE1E2D
PMS: 186 C
(and all tints)
PMS: Black
or C:0, M:0, Y:0, K:100
(and all tints)
CMYK:
C:15, M:100, Y:90, K:10
CMYK:
C:0, M:76, Y:60, K:0
White with
30% Opacity
20% Black
40% Black
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typography
olloclip® Standards
The preferred typefaces for use in marketing pieces in conjunction with the olloclip logo include the following (these fonts may be used in their various forms — regular,
italic or bold):
Caviar Dreams Regular
Caviar Dreams Italic
Caviar Dreams Bold
Caviar Dreams Bold Italic
Alternate Gothic No 2 Bold
Caviar Dreams:
The word mark in the logo is created with Caviar Dreams Bold. Caviar Dreams can also be used for the
tagline and URL. The bold version of this typeface is best for smaller type — sometimes a thin stroke is
needed around the letters to make it stand out.
Alternate Gothic No. 2 Bold:
Alternate Gothic No 2 Bold is the preferred typeface for headlines and subheads. Other specialty fonts,
italics or bolds can be used to accent key words in the headline. Headlines should be set in all uppercase,
Futura:
Futura is the preferred typeface for body copy and captions. The Futura Light or Medium is recommended
for body copy and captions. Use Futura Bold for accent key words or callouts.
Futura Light
Futura Light Oblique
Futura Light Condensed
Futura Light Condensed Oblique
Futura Medium
Futura Medium Oblique
Futura Medium Condensed
Futura Medium Condensed Oblique
Futura Bold Condensed
Futura Bold Condensed Oblique
Futura Bold
Futura Bold Oblique
Futura Bold Condensed
Futura Bold Condensed Oblique
page 13
written and verbal use of olloclip
olloclip® Standards
The olloclip name should always be lowercase in a sanserif font (preferably Caviar Dreams, Futura or Alternative Gothic No. 2). The registered trademark (®) symbol
should follow the brand name the first time it appears in written copy.
If the word is used again within the same article, document or paragraph, the registered trademark symbol does not have to be repeated. In some cases, when
appropriate, the olloclip name can appear in the branded red color for visual emphasis.
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Brand personality
olloclip® Standards
FUN
ollolcip is fun to use and makes taking pictures with the iPhone more enjoyable and rewarding.
CREATIVE
olloclip inspires creativity. It invites experimentation, allowing iPhone users to try new things with their photography.
CONVENIENT
olloclip is handy, portable and easy to use: the perfect travel companion.
INSPIRING
olloclip inspires iPhone users to try new things — and explore new photographic possibilities and forms of artistic expression.
INNOVATIVE
The makers of olloclip will continue to develop new ways to expand the creative possibilities of mobile devices.
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advertising guidelines
olloclip® Standards
Headlines
Headlines should always appear in uppercase letters, set in Alternate Gothic No 2 Bold.
Body copy
Body copy and tagline should be set no smaller than 10-point type.
Logo, tagline, URL
The logo, tagline and URL are typically placed in the bottom right hand corner of the
ad, unless a special design precludes such placement.
The tagline and URL should always appear together on one line or stacked, set in one of
the branded typefaces (preferably Caviar Dreams Bold) no smaller than 10-point type.
Subhead
The subhead (FISHEYE + WIDE-ANGLE + MACRO LENS > ALL IN ONE) should appear
prominently in the ad, set in Alternate Gothic No 2 Bold no smaller than 16-point type.
colors
The colors used for all typography should be limited to the branded colors from the
color palette.
imagery
Every ad should feature a “beauty shot” of the product and (except when size
limitations prevent this) small inset shots taken with the olloclip and iPhone.
Voice
The “voice” of the copy should be conversational in tone and language, in keeping with
the fun nature of the brand. Word contractions are permissible and encouraged, and so
is use of the second person pronoun (“you”).
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