Brand Guidelines & Specifications - Christina Wu · 2014-12-04 · Brand Guidelines &...
Transcript of Brand Guidelines & Specifications - Christina Wu · 2014-12-04 · Brand Guidelines &...
SurveyMonkey Brand Guidelines 1
Brand Guidelines & Specifications
SurveyMonkey Brand Guidelines 2
IntroductionThis document defines the core elements that make up the SurveyMonkey brand and
illustrates how to apply them to all SurveyMonkey materials for a consistent brand
experience among employees, partners and customers.
Let this document guide the development of everything from presentations and marketing
collateral, to events, corporate communications and product demonstrations. It should
even serve as a reminder of who we are and how to do business the SurveyMonkey way.
Think of it as a spiritual guide for your inner primate.
And please remember that the SurveyMonkey brand is in the hands of each and every
one of you. Every email you send to a customer, every piece of code that goes into the
product, in essence, everything you do creates a brand impression. So handle the brand
with care, and do your job with pride so that our customers experience the very best of
all of us in the SurveyMonkey brand.
Contents
Brand Essence ............................................................ 3
Naming & Writing Guidelines ................................ 8
Logo & Logo Lock-ups ...........................................15
Color Palette ..............................................................33
Photography & Illustration Style ........................35
Corporate Fonts .......................................................43
Brand Architecture ..................................................48
Partner Guidelines ....................................................51
International Portrait Photo Guidelines ...........52
SurveyMonkey Brand Guidelines 3
Brand Essence
SurveyMonkey Brand Guidelines 4
Our MissionHelp people make better decisions.
SurveyMonkey Brand Guidelines 5
Brand PromiseAt its heart, a survey is a conversation between people. Knowing that, we believe
that nothing should stand between our customers and the information they need
to make better decisions or simply go to bed smarter. That’s why we’re committed
to creating the best survey tools possible.
We build sound methodology and years of experience into our solutions, so
customers can be confident that their results are up to the highest standards.
Not only will they go to bed smarter, but they’ll rest assured knowing their data
is safe with us. And just in case they’re up at 3 a.m., our customer service team
is available around the clock to make sure their experience is a smooth one.
SurveyMonkey Brand Guidelines 6
Brand Attributes The following brand attributes represent the SurveyMonkey personality. They are the foundation of who we are and the driving force behind
all we do. Embody these characteristics in all you do. And let them guide your decision-making to ensure every choice you make is in keeping
with the brand. They are great criteria for measuring promotional opportunities, partnerships, feature sets, web design, etc. Attributes to the
left are most known with our customers. We want to maintain these characteristics while driving awareness of our lesser known attributes.
Friendly SurveyMonkey is the kind of company
you want to have for a friend. We’re approach-
able, respectful and surprisingly accommodating.
We put our customers’ needs first and work hard
to make our products as user-friendly as possible.
Quick We only move at one speed and that
means our customers get the information they
need faster than they ever thought possible. Our
self-serve product is intuitive; our surveys load
quickly; and our customer service response time
is the best in the industry. We’ll even respond in
the middle of the night if we have to.
Easy Simplicity is paramount in everything we
do. Our self-serve tool is so intuitive, anyone can
use it. From choosing a plan to creating a survey
and analyzing results, the experience is simple
and straightforward. No matter how complex
the project, we offer customers an easy way to
have meaningful conversations with those who
matter most.
Trustworthy We understand that trust has
to be earned, and that’s why we strive to build
our customers’ trust in everything we do. We are
honest and transparent in our business practices,
and our pricing is fair. Our tools are reliable,
our data is secure, and we are fiercely protective
of our customers’ private information. We are
everything a dependable and professional
partner should be.
Helpful We help people all over the world
make smarter decisions. Everything from our
intuitive products and survey templates to re-
search tips, panels and more is designed to make
it easy for our customers to get the answers they
need. And if they’re stumped, we offer round-
the-clock customer support.
Smart It’s not just our intelligence, but how we
apply it that counts. We’ve turned our research
and survey knowledge into a self-serve product
that is as simple as it is powerful. Our advanced
reporting and analytics make even the research-
ers drool. And sometimes, just sometimes, our
cleverness comes out in other ways, like in our
charming wit.
Innovative The innovative spirit of the original
monkey lives within us all. We put years of
experience into our products, yet we’re
constantly evolving. A day doesn’t go by without
putting our ears to the ground, our tails in the
air…seeking out newer, better ways to offer the
very best, most advanced tools. We’re resource-
ful, modern monkeys with deep roots in survey
methodology.
More Known Less Known
SurveyMonkey Brand Guidelines 7
UsageWe should attempt to use the tagline when
possible to help build our brand story. It can
be a great conversation starter, as well as a
heck of a closer. Some recommended uses are
as follows:
• Your email signature
• Marketing materials, where space permits
• Emails and newsletters to customers
• Business cards
• Corporate stationery
• Our website, blog & social media profiles
• Press releases
• Tchotchkes or branded merchandise
Our Tagline
The best decisions start hereTM
Our tagline embodies the spirit of our mission in five small, but mighty, words.
It differentiates us from the competition and positions us as the starting point for better
decision-making. We’re more than just a pretty survey tool, and our tagline reinforces this.
There are a few instances where the tagline
used with the logo may be omitted. General
rules for omission are below.
Space limitation
An example of space limitation due to size
is communication pieces such as online
advertising where space for the logo and
tagline may not work.
Large format usage
An example of large format usage is large
scale branded signage or posters where
the logo is used as a header or by itself.
Logo used with text
For visual examples see pages 26 and 32.
In this instance the logo is already associated
with a web address or copy title. In cases
like these it is best to leave off the logo for
clearer communication.
FormattingThe tagline can be used in conjunction with
the SurveyMonkey logo, as outlined on page
20, or on its own.
The tagline should always be written in
sentence case without a period at the end.
Always use a trademark symbol (TM) at the
end of the tagline in the first and/or most
prominent placement of the tagline in any
given document, object or online experience.
TM should be in superscript, as shown above.
The tagline should only be written using
the Gotham font family, and preferably in
SurveyMonkey green or gray. See page 17
for color values.
SurveyMonkey Brand Guidelines 8
Naming & Writing Guidelines
SurveyMonkey Brand Guidelines 9
Naming GuidelinesAs the brand evolves, there will always be opportunities to name product packages,
features, blogs and other elements of the SurveyMonkey offering. The following guidelines
will help direct the naming process. For more on this topic, see the brand architecture
section on page 49.
1. The SurveyMonkey name is already loaded
with enough character and personality, so
product names should be straightforward,
descriptive and utilitarian. The names can
still express the SurveyMonkey personality,
but people should understand what the
name means without an explanation.
2. Names should not be cutesy, a pun or a
play off a monkey stereotype or cliché.
3. The name should not manipulate the
SurveyMonkey name in any way.
4. Names compounded with Monkey should
generally be avoided.
Example: Customer Service
Yes: Customer Support Center
No: The Answer Lounge
Example: Business offering
Yes: Professional Plan
No: Monkey Business
Example: Nighttime support
No: SurveyMoonkey
Example: Email management tool
No: MailMonkey
SurveyMonkey Brand Guidelines 10
Describing SurveyMonkeyHow do we write (or talk) about SurveyMonkey?
NO YES
Consolidate Combine
Corporation Company
Customer service Support
Debug Fix
Demographic Target audience
Expensive Premium
Intelligent Smart
Interface Design (or Template)
Monkeys Customers
Questionnaire Survey
Paid Professional (or Pro)
Pricing Plan
Software Tool (or Service)
Subscription Account
Survey designs Themes
Survey takers Respondents
Take a tour See how it works
Task Analysis User Testing
Uncomplicated Easy to use
PositiveSmart, clever, curious, resourceful, helpful, secure, efficient
NegativeCheeky, dumb, pesky, mischievous, unprofessional, childish, silly
Key messages when talking about our brand:
• SurveyMonkey is used by 99% of the Fortune 500.
• SurveyMonkey is the world’s largest survey company.
• We have over XX* million registered users.
• Over XX* million survey responses are collected every month.
• XXX,000* surveys are conducted a month.
• We have over XX* million site visitors every month.
• Our surveys are used in 190+ countries. You can create surveys in 55 languages.
*use the most recent data
How to explain what SurveyMonkey is:
• SurveyMonkey is an easy and free tool to create surveys online.
• SurveyMonkey helps you gain valuable insights to make better decisions.
SurveyMonkey Brand Guidelines 11
The SurveyMonkey Tone of VoiceOur voice represents the SurveyMonkey brand and values in action. It is expressed in every
word choice we make, so it’s important that we maintain a consistent tone when speaking
to our customers and partners. Follow the guidelines below to ensure your materials are in
keeping with the SurveyMonkey brand.
Reflect the personality: Friendly, quick, trustworthy, helpful, smart and innovative.
Strive for a 1-on-1 conversation. Whenever possible, use a direct, personal
approach so that our copy feels like we
(SurveyMonkey) are speaking to another
individual (customer, partner or individual).
For the most part, we do not want our copy to
feel like it is a speech directed at an audience.
This means referring to SurveyMonkey
primarily in the first person as we, and not
the third. There are obvious exceptions to this
rule (e.g. speaking engagements, some press
or investor materials, generic statements not
intended as a dialogue, etc.).
Wrong: SurveyMonkey empowers
organizations to get answers fast.
Right: At SurveyMonkey, we help you get
answers to your questions in record time.
Exude cool confidence. This means that we should validate and demon-
strate, but not try too hard to prove ourselves.
We want to sound secure and capable, not
arrogant or insecure. So do not compare our-
selves with the competition or appear overeager.
Wrong: Our competitors claim to be number
one, but we really are.
Right: We are the world’s leading survey tool.
Never be defensive. Don’t make excuses for our weaknesses.
We can be honest about them if the situation
requires (e.g., If we mess up, we should own
up to it.), but in general we should focus on
the things we do well.
Wrong: We may not have all the features of
our competitors, but we are easier to use.
Right: We have lots of great features and
are easy to use.
Be honest. Speak truthfully and do not exaggerate or
over-promise. Set expectations appropriately
and make sure all statements are
demonstratively true.
Be respectfully friendly. Our tone is generally casual and conversational,
but always respectful. Remember that we are
a global company and some cultures are more
formal than others.
Wrong: If you can afford it, fork over the money
for a paid plan. That way you aren’t stuck with
only 100 responses per survey.
Right: We have four convenient plans to fit your
needs. Our basic plan is always free, or you can
upgrade based on the type of survey and level
of support you’re looking for.
SurveyMonkey Brand Guidelines 12
How to Communicate in the SurveyMonkey VoiceSure, we each have our own unique personalities, but it’s important to keep in mind that we’re all
representatives of the SurveyMonkey brand. So when talking to customers and partners, be sure to
keep these things in mind.
Make things less formal and more conversational.
Email intro suggestions
Wrong:
Dear Mr. Jones,
Thank you for your inquiry. The answer to your question can be found in
the Help Center on the SurveyMonkey website in the Tutorials section.
Right:
Hi John,
Thanks for your question. We just happen to have a section in our Help
Center that talks about exactly what you’re looking for.
Email closing suggestions
Wrong:
I hope this response has resolved your issues. Please do not hesitate to
contact us again should you need further assistance.
Sincerely,
Jennifer
Right:
I hope this solves your issue, John. If not, feel free to send me an email.
Best,
Jennifer
Saying sorry
Sometimes a friendly apology can do wonders when a customer reports
a site glitch or isn’t finding what they need. Keep in mind that if the issue
is escalated, it’s better to be more straightforward.
Examples of how to say sorry:
• We’re sorry.
• Sorry about that.
• So sorry.
Fun ways to incorporate monkeys and monkey terms into your copy
Saying goodbye: Monkey hugs
Speaking on behalf of SurveyMonkey: Simian says
Talking about ourselves:
• The Monkey’s favorite ice cream flavor? Chunky Monkey, of course.
• Sound methodology, a primate’s best friend.
• Bugs on trees? Monkeys like. Bugs on the site? Not so much.
SurveyMonkey Brand Guidelines 13
• Abbreviations such as LMK, LOL and ROFL are to be used only on
Twitter where space is limited to 140 characters.
• Use hashtags whenever appropriate.
Examples include: #SurveyMonkey, #Survey or #Monkey.
• Try to keep tweets shorter than 140 characters. Shorter tweets have
higher engagement rates and are easier to retweet..
When replying to customer posts, keep things friendly and positive.
Maintain a conversational tone and add some SurveyMonkey personality
to your replies.
It’s usually best to reply with the customer’s name.
• Hi Stacy. Thanks for all the kind words.
• Stacy - thanks for all the kind words.
• Thanks for all the kind words, Stacy.
This is a great opportunity to turn up the fun when talking about
Monkeys (us).
• The Monkeys got a special treat for lunch, pizza!
• We had a team meeting today with all the Monkeys in attendance.
Asking customers to take action
Wrong:
Read this article http://blog.surveymonkey.com/. You should find what
you’re looking for.
Right:
We have an article on our blog that addresses exactly what you’re looking
for. Check it out here: http://blog.surveymonkey.com/. If you have any
questions, feel free to email us at [email protected]
Requesting info
Wrong:
Hey, I need your account number and the name of your survey.
Right:
I’d love to help. To get started, can I get your account number and
the name of your survey?
Social Media
How we communicate on social media platforms is equally as important
as how we communicate on other channels. Therefore, always be sure to
check your copy for spelling, grammar and tone of voice before posting.
SurveyMonkey Brand Guidelines 14
Shoot the breeze a little to keep things conversational.
• Happy Friday, everyone.
• It’s December and 75 degrees out. Ice cream break!
• Happy New Year! Hope everyone had a safe holiday.
Avoid dry, formal conversations.
Wrong: In order for you to resolve this issue, you will need to visit our
Help Center.
Right: Chris - We have just the tutorial you’re looking for. It can be found
in our Help Center.
Wrong: Jane - Wish you good luck for your project! Have a nice week!
Right: Jane - Thanks for using SurveyMonkey, and good luck with your
project. Have fun!
Wrong: Tom - We prefer emails than phone so please contact us at
[email protected]. You should get a fast response, or just let
us know what you need here. In the meantime, check our Help Center
here: http://help.surveymonkey.com
Right: Hi Tom - For the fastest response, send us an email at
[email protected], or just let us know what you need here.
In the meantime, check out our Help Center at
http://help.surveymonkey.com/
Some final pointers…
Be concise. Focus on the customer benefit.
Wrong: Creating a survey is not complicated, and there’s
no charge to use it.
Right: SurveyMonkey is easy to use. And it’s free.
Avoid negative references to monkeys.
Wrong: There’s no monkeying around—people love us.
Right: Millions of people trust SurveyMonkey, including
99% of the Fortune 100.
Do not refer to SurveyMonkey as software.
Wrong: SurveyMonkey is the best software for online surveys.
Right: SurveyMonkey is an online tool that lets you create
surveys with ease.
Wrong: George - We are not aware of this issue. Please clear cache
and cookies. If this doesn’t work, you can also contact us at
Right: George - Thanks for your message. We aren’t aware of this issue.
Try clearing your cache and cookies. If this doesn't work, email us at
SurveyMonkey Brand Guidelines 15
Logo & Logo Lock-ups
SurveyMonkey Brand Guidelines 16
The Logo The company logo is the most visible component of the SurveyMonkey brand. It’s the
face we show the world and the stamp we place on everything we do. The strength of the
logo is dependent on the consistency of its use, so please follow these guidelines carefully
when applying the logo to websites, blogs, marketing materials, advertising, presentations,
tchotchkes, etc.
SurveyMonkey Brand Guidelines 17
Logo Usage With No TaglineWhen placing the SurveyMonkey logo, always
make sure that the logo is placed on a white or
light background when using the configuration
of green icon and gray logotype. The ® is part
of the logo and must always be used, unless
international usage requires a TM. Contact
marketing if you have a question about the
proper usage. Also, be sure the colors are
correct. See below for the correct logo colors.
Clear SpaceClear space should be equal to the “o” in the
logo being used. Clear space should be mea-
sured from the furthest points of the logo as
shown: the top of the ‘S’, the bottom of the ‘y’,
the left of the ear and the right of the ‘y’.
Alternate LogosIf required, single-color logos may be used.
Please opt for the SurveyMonkey green or gray
if possible. For printing in black and white only,
a one-color black and white logo can be used.
When the logo is reversed, default to all white
for the logo unless the logo is being featured
on the SurveyMonkey gray, in which case the
SurveyMonkey green may be used for the icon.
PMS 383c
hex #A9BD38
c26 m3 y93 k17
PMS 418c
hex #5B5A4B
c33 m23 y34 k68
Alternative Logos
SurveyMonkey Brand Guidelines 18
Vertical Logo StackA stacked logo can be used in the rare
instance when horizontal space is limited,
such as when the logo is placed alongside
other logos as on a partner page.
To guarantee the most consistent brand
recognition, use the vertical logo stack only
when the normal logo configuration is too
hard to read, or disproportionately smaller
than other partner logos.
SurveyMonkey Brand Guidelines 19
When animating the logo, do not split the logo type
“SurveyMonkey” into two separate objects.
Do not use the logo without the ® mark.
How NOT to Use the LogoFollow the approved logo usages on pages
16-18. When using the logo, it must not be
changed in any way from these approved
usages.
The examples to the right are intended
to address common misuses of the logo,
including treatment when animating the
logo (animation examples at the bottom).
This is not a definitive list, but more
of a guide for general incorrect usages.
Do not use the logotype only by deleting the icon.
Do not change the logotype of our logo to another font
such as our corporate font Gotham, as shown below.
Do not disproportionately scale the logo in any way.
Do not change the size of the icon. Approved logos
address readability issues.
Do not stack or add space between the words
Survey and Monkey.
SurveyMonkey
Do not change the scale of the icon in proportion
to the logotype in the vertical stacked logo.
Do not change the vertical stack logo shown on the
previous page.
In static and animated usages of the logo, do not
add a drop shadow to any portion of the logo.
SurveyMonkey Brand Guidelines 20
Logo Usage With TaglineUse only the approved logo files with embed-
ded taglines. Do not alter or move the tagline
in any way. When placing the SurveyMonkey
logo with a tagline embedded, always make
sure that the logo is horizontal and level. Also,
be sure the colors are correct. The ® is part of
the logo and must always be used.
Clear SpaceClear space around the logo should be equal
in size to the “o” in the logo being used. Clear
space should be measured from the furthest
points of the logo as shown: the top of the ‘S’,
the bottom of the ‘T’ in the tagline, the left of
the ear and the right of the ‘y’.
Please note: Do not use the ® as the starting
point of the clear space measurement.
Preferred Tagline Size
Minimum width of logo using the preferred tagline
is 2 inches (50.8 mm). Pixel size is 640 x 90.
Alternate Tagline Size
For smaller logo sizes below 2 inches (50.8 mm),
the tagline is enlarged to fit the width of the logo.
The tagline is 75% of the logo color, so that the logo
is the focus. The minimum width of the logo using
the alternate tagline is 1.625 inches (41.3 mm).
The tagline should not be used below this size.
minimum width 2”, 50.8 mm or 144 pixels
minimum width 1.625”, 41.3 mm or 118 pixels
SurveyMonkey Brand Guidelines 21
How NOT to Use the TaglineOnly use the approved tagline lock-up outlined
on page 20. When using the tagline, it must
not be changed in any way.
The examples to the right are intended to
address common missues of the tagline.
This is not a definitive list, but more of a guide
for general incorrect usages.
The best decisions start here
Do not place the tagline to the side of the logo.
Do not use the tagline lock-up that is intended for smaller sizes
below 2 inches, 50.8 mm or 144 pixels for larger sizes.
Do not change the color of the standard tagline size.
Do not change the font or placement of the tagline below the logo.
SurveyMonkey Brand Guidelines 22
Recruitment TaglineFor recruiting efforts, SurveyMonkey has a special
tagline to address potential new hires.
Use this logo lock-up for recruitment purposes only
(e.g., career fairs, speaker events, etc.).
Recruitment lock-up on a white or light background
The "(and careers)" tagline addition is a 65% tint of the
SurveyMonkey gray.
Recruitment lock-up used on a darker color background
When the logo is used on a dark background, the logo
and traditional portion of the tagline are reversed out in
white. The “and careers” is set to 35% of the background
color.
When reversing the logo from a dark gray, the
SurveyMonkey logo icon is the SurveyMonkey green.
For all other darker colored backgrounds, the logo icon
is white like the logo type.
SurveyMonkey Brand Guidelines 23
SurveyMonkey Property Logo Lock-upThe SurveyMonkey brand allows for a consistent
treatment for properties. The properties consist of
business units or technologies that require a more
specific sub-brand. Each SurveyMonkey property
has its own logo, but all are treated in the same
consistent manner for a stronger brand.
Property lock-up against a white background
The property name itself is an 80% tint of the
SurveyMonkey gray. This allows for the SurveyMonkey
brand to have the highest prominence, while still
having a clearly readable property name.
Property lock-up used on a darker color background
When the logo is used on a dark background, the brand
name is reversed out in white. The property name is set
to 25% of the background color. This tint achieves the
same goal of allowing for the SurveyMonkey brand to
have the highest visual prominence.
When reversing the logo from a dark gray, the
SurveyMonkey logo icon is the SurveyMonkey green.
For all other darker colored backgrounds, the logo
icon is white like the other logo type.
Note
All SurveyMonkey property lock-ups must originate
from the marketing department. Contact Bennett
Porter at: [email protected]
SurveyMonkey Brand Guidelines 24
SurveyMonkey Property Logo Lock-up Vertical Stack
For rare instances where horizontal space is limited,
such as a vertical online ad, there is a stacked
option of the lock-up.
And for extremely small sizes, such as when
appearing with other company logos, use the
vertical lock-up at the bottom.
Each SurveyMonkey product has its own logo. The
property name itself is tinted regardless of back-
ground, so that it does not compete with the logo.
Property lock-up against a white background
The property name itself is an 80% tint of the
SurveyMonkey gray. This allows for the
SurveyMonkey brand to have the highest
prominence, while still having a clearly readable
property name.
Property lock-up used on a darker color background
When the logo is used on a dark background, the
brand name is reversed out in white. The property
name is set to 25% of the background color. This tint
achieves the same goal of allowing for the
SurveyMonkey brand to have the highest visual
prominence.
SurveyMonkey Brand Guidelines 25
Wrong Ways to Treat the SurveyMonkey Property Logo Lock-up
The following are some examples of incorrect uses
of the property logo lock-up. Keep to the provided
logo design format, and avoid redesigning the
logos on your own.
Audience
Do not center the property name with the horizontal logo.
Do not use the property name with the icon only.
Do not change the property color to 100% of the logo type color.
SurveyMonkey Brand Guidelines 26
SurveyMonkey URL Lock-upUse this logo lock-up for all instances when
you want to include the URL. Do not modify
this logo lock-up. A good check to make sure
the URL is placed correctly is to have the
distance between the bottom of the “y” within
the logo equal to the height of the “y” in the
URL. To keep the visual focus of the logo while
keeping the URL readable, the URL is a 65%
tint of the SurveyMonkey gray (PMS 418c).
When using the SurveyMonkey green or gray
as a background color, use a 30% screen of
the background color per the URL lock-ups
shown below.
URL lock-up on SurveyMonkey background colors:
SurveyMonkey Brand Guidelines 27
THE MONKEY WANTS YOU
The Icon Unique and playful, the SurveyMonkey icon captures the essence
of our brand. When using the icon, be sure to make it a part of the
communication focus.
Do use:
As a watermark.
As a social media badge.
As part of a campaign where we mention SurveyMonkey or the
“Monkey.”
In proximity to the logo.
Do not use:
When the communication is not important, such as part of a
document footer or as an icon for bulleted lists.
Usage ExamplesWatermark Campaign Example Social Media Badge
2
About Vintage Futbol Washington D.C.-based Vintage Futbol
is an up-and-coming, soccer-inspired
clothing and lifestyle brand. When
company founder and creative director
Khoi Phan first moved to New York City to
pursue a career in design, he spent his free
time playing for a soccer league in Chinatown. Motivated by
the passion his teammates felt for the game, Phan envisioned
a clothing line that embodied the spirit of the game and the
people who love it. In a matter of months, he created the
brand, found a business partner, and acquired startup capital.
Fueled by great design ideas and a staff of eight devoted
soccer fans, Vintage Futbol was officially launched in April 2010.
The question every new startup has —how do we get started?
Before the company could
begin production, some
important questions needed
to be answered. The Vintage
Futbol team knew their ideal
customers were people like
themselves—adults between
the ages of 18-30 who’d grown
up playing soccer. But they needed to find out more specific
information about the purchasing habits and clothing
preferences of this particular market.
Vintage Futbol had a short amount of time to get answers and
a limited budget to conduct their initial research. The team
was already familiar with SurveyMonkey, an inexpensive,
flexible tool and had set up
a survey that asked specific
questions about the design
of their product. After a few
rounds of edits, they were
ready to start distributing
the survey: first, amongst
themselves, then to friends
and family, and finally to old
schoolmates, on facebook,
Twitter and other sources.
Market research on a shoestring budget—is it really possible? Recognizing they needed more extensive feedback than just
their families and friends could provide, the Vintage Futbol
team acknowledged that conducting market research had
become critical to the launch of their business.
“Getting feedback from our facebook friends wasn’t going to
give us the confidence we needed to commit all of our time,
and to convince funders to support our efforts,” said Phan.
Selecting a target Audience— just how specific can we get?Working with their SurveyMonkey Audience account manager,
the Vintage Futbol team selected a targeted Audience with
these specific traits:
Americans geographically dispersed across the country
Aged 18-30
A mix of males and females
Since SurveyMonkey Audience knew the basic demographic
information of each Audience member who answered the
Vintage Futbol survey, the collected data was supplemented
with a variety of information about the respondents’ location,
income levels, technology usage, and exact ages, among many
other key details—allowing for more sophisticated analysis of
their purchasing decisions.
Confident with SurveyMonkey Audience’s pre-established
demographic information, the Vintage Futbol team was able
to focus on specific questions about potential design ideas
to figure out which logos, colors, and styles their target
audience preferred. Additionally, they were able to get
answers to the following market research questions about
this particular consumer group:
What makes a brand special enough to pay a premium
for branded clothing?
Which of Vintage Futbol’s design concepts resonated
with teenagers, young adults, males, females?
Which “premium lifestyle brands” are most identifiable
and how can Vintage Futbol learn from them?
Where should Vintage Futbol price its products—does
too low a price undermine the goal of being a “premium
brand”? Does too high a price give a false impression
of pretension?
to purchase or learn more, please contact: [email protected] | Online Form | www.surveymonkey.com Copyright© 2011 SurveyMonkey
STARTUP CASE STUDY: VINTAGE FUTBOL
“Basically, we had a lot of questions we needed answered before we tried to enter an incredibly competitive market.”
“We couldn’t afford to pay thousands of dollars to an agency for research, so when we discovered Survey-Monkey Audience, we knew it was exactly what we needed.”
SurveyMonkey Brand Guidelines 28
Logo Icon UsageThe logo should always remain locked up,
containing both the name and icon; however,
for advertising and marketing purposes, the
icon may be used as a branding feature.
As such, the icon must always be accompanied
by the full logo lock-up or SurveyMonkey
name. See page 17 for the full logo treatment.
Clear SpaceClear space around the icon should be equal
to the ear circle in the logo being used. Clear
space should be measured from the furthest
points of the logo as shown.
Color Options
Yes
White logo icon on
green background
Preferred
Green logo icon on
gray background
Yes
Green logo icon on
green background as a
watermark background
treatment
Preferred
Green logo icon on
white background
SurveyMonkey Brand Guidelines 29
Cropping the IconThe monkey icon may be cropped, but only
by a physical entity (e.g., a paper’s edge,
garment seam, box side, wall, graphic element,
etc.). Also, the cropped icon must always be
discernible as the SurveyMonkey logo.
Assure that both one full ear and the hair
are not cropped out. As a general rule, keep
three-quarters of the icon visible.
When cropping the bottom of the icon, follow
these general rules.
For smaller usages such as the social media
badge, do not crop the bottom of the icon.
The icon is more difficult to recognize with
bottom cropping at a small size. For larger
uses, such as a watermark, the icon is
recognizable with a bottom crop per the
visual rule to the right.
Color Palette
Crop here to include hairlineCrop past ear
Crop above hair
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Larger usage of the icon Smaller usage of the icon
Crop no higher than this line
------------------------------------
SurveyMonkey Overview September 15th
SurveyMonkey Brand Guidelines 30
JP
Online Icon Usage for Social MediaTo ensure a consistent brand recognition
across all social media experiences in the U.S.
and internationally, be sure to use one of the
approved social media badges.
To Note
All SurveyMonkey social media icons must
originate from the marketing department.
Contact Bennett Porter at:
if you need a new or country-specific social
media icon.
Correct Cropping Guide
Color Guide
Preferred
Use light green
icon on green
background
Option 1
Use when background
color is too dark for
preferred version
Option 2
Use only on a
green background
No
Changing shade of
green for the icon is
not permitted
Yes
Showing all hair and
full ear, with room for
country abbreviations.
No
Cropped too tight,
loses hairline and
hard to recognize
Yes
Showing all hair
and full ear
No
Missing ears, hard
to recognize
Preferred Country Specific Not Allowed
SurveyMonkey Brand Guidelines 31
Embellishment of the Icon
Embellishment of the icon is only allowed for
internal communications. Employees know the
brand well. Embellishment can add a sense of
fun (one of our brand attributes) for events and
communications. An embellished logo can be
used on the following communications:
SurveyMonkey blog postings, SurveyMonkey
intranet, any internal printed piece and internal
emails. Please keep embellishments to the icon
only without creating a monkey body, hands
or tail. The embellishment should be focused
on the concept not actually recreating a monkey.
A little added personality goes a long way.
However, the icon should never be embellished
for any outside communications.
For two reasons:
1) Consistent brand recognition.
2) Undermining the credibility
of what we do.
There is a lot of science behind what we do, and
any embellishment to the logo or icon erodes
the brand's credibility.
SurveyMonkey Brand Guidelines 32
speaker series speaker series
Topic Title of Videobenefit statement relating to video
SurveyMonkey Video Entrance and ExitBelow are frames from our video entrance and exit template. This pre-existing animated template
ensures that all of our demonstration, interview and similar videos have a consistent brand
standard. For the animated template, contact Bennett Porter at: [email protected]
SurveyMonkey Brand Guidelines 33
Color Palette
SurveyMonkey Brand Guidelines 34
PMS 383c hex #A9BD38c26 m3 y93 k17
PMS 384c hex #829600c53 m27 y100 k6
PMS 397c hex #CED429c10 m0 y98 k15
PMS 611c hex #D4CB3Cc0 m1 y92 k11
PMS 378c hex #54611Fc34 m0 y100 k60
hex #494A32c62 m52 y78 k46
PMS 418chex #5B5A4Bc33 m23 y34 k68
PMS 7406c hex #E9C500c0 m18 y100 k0
PMS 7405c hex #F1D627c0 m10 y99 k0
PMS 115c hex #F8E049c0 m9 y80 k0
PMS 418c hex # c33 m23 y34 k68
PMS 7474c hex #44968Ec98 m7 y30 k30
PMS 290c hex #C3DDEA c25 m2 y0 k0
PMS 7460c hex #0093B8c100 m0 y0 k5
PMS 7469c hex #005B83c100 m20 y0 k40
PMS 675c hex #C41188c17 m100 y0 k3
PMS 7492c hex #D3E4A0 c17 m1 y45 k3
PMS 416c hex #83847Ac22 m14 y24 k45
PMS 632c hex #33BDBFc93 m2 y13 k6
PMS 1665c hex #DB5420c0 m68 y100 k0
PMS 7426c hex #C80850c0 m100 y45 k18
PMS 610c hex #EAE971c3 m2 y62 k5
PMS 414c hex #9998AFc13 m8 y16 k26
PMS 144c hex #F8B01Dc0 m42 y95 k0
PMS 413c hex #C6C6BCc8 m5 y12 k15
hex #666666c0 m0 y0 k74
hex #CCCCCCc0 m0 y0 k23
hex #999999c0 m0 y0 k12
hex #eaeaeac0 m0 y0 k10
hex #f3f3f3c0 m0 y0 k5
Though green (PMS 383c) and gray (PMS 418c)
are the principal colors of the SurveyMonkey
logo, the full palette is much more extensive.
The primary palette should dominate the
design of all SurveyMonkey materials. The
secondary palette should be used sparingly,
as a spark or focal point when necessary, but
should never dominate the design.
It is not required to use all the colors in a given
design. Nor is it prohibited to use a color that is
not in the palette. It is, however, important that
colors from our palette dominate the overall
design to ensure a consistent brand look and
feel across all materials.
When darker or lighter colors are needed for
backgrounds or more legible text, it is accept-
able to use percentages of the palette colors.
Printing With Green InkWhen printing on uncoated paper stock, please
substitute PMS 383c with PMS 583u for a better
match of PMS 383c.
Photography & Il-lustration Style
Primary Palette
Secondary Palette
Neutral Palette
SurveyMonkey Brand Guidelines 35
Photography & Illustration Style
SurveyMonkey Brand Guidelines 36
INSIGHT
With Survey Monkey Text Analysis!
The eASy way to graphically display,
organize, and analyze open-ended responses.
Remember taking your very first survey?
Remember taking your very first survey?
LOVE ME YES
LIKE ME NO
HATE ME MAYBE
DO YOU:
Photography & IllustrationOverall Tone and Style
The images we use on our website, in our presentations and throughout our collateral are among the most prominent
expressions of our brand identity. As such, they should connect with our audience in a very authentic way, and reflect
back to them their thoughts, opinions and values.
Our combination of photography and illustration captures both sides of our personality. The hand-drawn style of our
illustrations pays tribute to the traditional pen and paper survey. It’s a unique look that quickly communicates what
we do and who we are.
Friendly • Quick • Easy • Trustworthy • Helpful • Smart • Innovative
Most of all, our visual communications should always be clear and consistent.
Love Knowing
More?
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and mind-blowing analytics.
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and mind-blowing analytics.
Get more questions, more customization...
Upgrade Now
Upgrade to a Pro account for as low as $17/month.
and mind-blowing analytics.
Get more questions, more customization...
Upgrade Now
Upgrade to a Pro account for $24 per month.
and mind-blowing analytics.
Get more questions, more customization...
There are two copy versions of this ad.So two ads, same creative, but the pricing line is di�erent . That is the only di�erence, just the copy line
Below, 2nd row, are the two static versions for Gif and jpg.
Animation Notes.
Conversation bubbles rapidly animate Each one fades in and grows . Bubble grow a
bit beyond size and back down to �nal size.
This is actual photo that is in ZIP �le with the stroy board
static ads
�nal copy line 1 �nal copy line 2
box animates in like bubble
2nd box fades in and animates into place.Next, gray bar with price moves up into final plce here. button appears last.
When creating your imagery, don’t try to say too many things at once.
Keep it simple and let the image do most of the talking.
SurveyMonkey Brand Guidelines 37
emphasizing an emotion
It was a pretty big deal.
completing a story
Approach
Our hand-drawn illustrations add vitality and energy to our visual communications. By combining photography and
illustration, we can communicate a unique and memorable brand impression that conveys strong emotion and personality.
Illustrations remind customers that surveys help facilitate meaningful conversations between humans. The goal of adding
these types of drawings is to complete a story or illustrate a person’s internal thoughts.
Create smart surveys with ease. 33 million people share their thoughts every month.
ALWAyS
ALWAyS
yeS
yeS
muy de acuerdo
every day
all
all
Nunca
UP
Ja, natürlich.
NO
strongly agree
12:00blue
focusing on
a message
SurveyMonkey Brand Guidelines 38
Huge insights market potential Total Addressable Market (TAM)
$18B Traditional Market Research
$30B Total market
Source: ESOMAR, Gartner, Forrester
$6B Online Market Research
$2B HR/Performance Mgmt Tools
$4B Other tools (forms, quizzes, event planning)
a.Head over to the
Analyze Results tab
to view the Response
Summary
b.Click “view all pages.”
1. Let’s See Text Analysis in action!
Helpful Tip
Lorem ipsum dolor sit amet, consec
tetuer adipiscing elit. Etiam ullam
corper neque id mi. Ut laoreet leo sit
amet orci nam ac metus id dui accu
msan tinci dunt. Etiam mauris turpis
sollicitudin ac, convallis atet, massa.
a.
™
b.
Approach
Even communications of a more technical nature can incorporate our hand-drawn style. By adding illustrations
to information that can be a bit more serious, you’re creating an approachable, friendly connection between the
customer and SurveyMonkey. Illustrations can be used to show emphasis, draw attention to a callout or highlight
added content such as a user tip.
SurveyMonkey Brand Guidelines 39
IllustrationOverall Style
Our illustrations should feel personal and look as though they were done by hand, not computer generated. Just as
our customers create surveys to make a connection with others, our illustrations should also connect with customers
with our hand-drawn approach. Exceptions are illustrations of our product that are more technical in nature. Clip art is
cold, impersonal and exactly the opposite effect we’re going for.
SurveyMonkey Brand Guidelines 40
Things to Avoid
Our hand-drawn illustration style adds vitality and energy to our visual communications. It’s important to keep
our illustrations on brand, consistent and engaging. Below are some examples of the types of illustrations you
should avoid.
Other things to avoid include illustrations of people, cartoonish characters and complex diagrams.
Don’t scale illustrations so much
that they look artificially altered.
Our goal is for a personal touch,
and artificially scaling a
hand-drawn illustration is no
longer personal.
Don’t use/create illustrations that
look like a professional created it.
They should be technically
sound, but not overly fussy or
complicated with shading.
For marketing purposes, avoid illustra-
tions that look computer generated.
Exceptions to this rule are illustrations
that appear deeper within the tool when
users are starting to get technical.
SurveyMonkey Brand Guidelines 41
Conversation Bubble Do’s and Don’ts
Since we’re a company that’s all about sharing thoughts, ideas and opinions, the conversation bubble is a big
deal to us. The bubble is most often used to represent what our customers have to say, or to give voice to a
concept or idea.
Do:
Use a conversation bubble that’s hand drawn with some
dimension. Below are some examples of SurveyMonkey
conversation bubbles.
Don’t:
Use a thought bubble (with bubbles leading to the thought)
to communicate a statement, whether it is from someone at
SurveyMonkey or is customer feedback. Only use a thought
bubble for something that’s clearly an internal thought.
“I would give allmy fame (and bananas)
”.elafotoparof- Henry V
SurveyMonkey Brand Guidelines 42
PhotographyOverall Image Tone and Style
A picture may be worth a thousand words, but the right picture says everything. Photography is
quite possibly the best way to make a visual connection with our customers. When choosing the
photos you want to use, make sure they’re Monkey-appropriate.
Be...Friendly, Helpful, Creative, Accessible, Trustworthy,
Simple, Compelling, Attractive, Authentic
Don’t Be...Uninspired, Common, Too Literal,
Too Conceptual, Staged, Fake, Techy
SurveyMonkey Brand Guidelines 43
Corporate Fonts
SurveyMonkey Brand Guidelines 44
Corporate FontsGotham
Our corporate font is Gotham. This sans-serif font was chosen
for its readability, straightforward shapes and visual likeness to
the SurveyMonkey brand personality.
Gotham should be used for all print materials and web graphics.
It is suitable for both text and display settings.
To ensure a consistent appearance, electronic materials should
be saved as PDFs before they are sent out. If this is not possible,
the font should be embedded, or our alternate, Arial, should be
used instead.
Gotham Book
Gotham Medium
Gotham Bold
Gotham Light
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
O123456789 !@#$%^&*()
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
O123456789 !@#$%^&*()
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
O123456789 !@#$%^&*()
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
O123456789 !@#$%^&*()
SurveyMonkey Brand Guidelines 45
Bokka
Our accent font when using illustration is Bokka Solid. This hand-drawn font was chosen for its
unique personal feel. Used as an accent, Bokka adds to the SurveyMonkey brand personality.
Bokka should be used when emphasizing a point or adding character to a communications piece.
Bokka should NOT be used as the primary typeface of a communications piece or as body copy.
Using Bokka in this manner will not only be difficult to read, but is also too playful and not
appropriate for the SurveyMonkey brand.
Bokka Solid abcdefghijklmnopqrstuvwxyz ABCDeFGHIJKLMNOPQRSTUVWXyZ O123456789 !@#$%^&*()
Employee Satisfaction Survey
DO yOU:
LOVe Me
LOVe Me NOT
SurveyMonkey Brand Guidelines 46
Corporate FontsArial
Arial is a web-safe, Microsoft-friendly font that is complementary
to Gotham. It is the SurveyMonkey alternate and should be
used in emails, web-based HTML content, survey product and
editable Word documents that will be sent to recipients outside
of the office.
Gill Sans MT
Gill Sans MT is a natural fit for our brand, and should be used
for all presentations created in PowerPoint.
Gill Sans MT Regular
Gill Sans MT Bold
Gill Sans MT Italic
Arial
Arial Bold
Arial Italic
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ O123456789 !@#$%^&*()
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ O123456789 !@#$%^&*()
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ O123456789 !@#$%^&*()
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ O123456789 !@#$%^&*()
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ O123456789 !@#$%^&*()
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ O123456789 !@#$%^&*()
SurveyMonkey Brand Guidelines 47
Recommended UsageIn general, body text should be set in Gotham Book at 9 points or larger. The Medium and
Light versions of the font can be used as accents, but in general, the main font styles to
use are as follows:
• Body text - Gotham Book
• Emphasis - Gotham Medium or Gotham Book Italic
• Headlines - Gotham Medium or Gotham Bold
Sample Body Text Sample of Gotham Book set at 9 points.
Sample Headline Sample of Gotham Bold set at 10 points.
Sample Subhead Sample of Gotham Medium set at 9 points.
A Note About Gray and BlackNever use black for text or headlines. Always
use a dark gray that allows for ample legibility.
If you are designing in a program that allows
you to specify the exact gray, use #494A32.
SurveyMonkey Brand Guidelines 48
Brand Architecture
SurveyMonkey Brand Guidelines 49
Brand Architecture The brand architecture ensures that we stay clear and consistent when referring to
current and new sub-brands that are part of the SurveyMonkey company. Identify key
questions to ask and how to categorize our sub-brands.
Endorsed brands and technologies
Does the brand have valuable pre-existing name recognition and/or SEO equity?
To maintain equity in the marketplace, customer-facing brands that rank high in organic searches and are top of mind with customers in their categories will remain
independent but will include the SurveyMonkey lock-up to clarify the relationship.
Endorsement Line
For clarity and simplicity, it is recommended that the tagline for each individual brand
be removed and replaced with the official SurveyMonkey endorsement line:
The examples to the right show the endorsement line in an approved lock-up with
each brand.
SurveyMonkey Brand Guidelines 50
SurveyMonkey Properties (part of the SurveyMonkey corporate/umbrella brand)
Is this an entirely new property or product?
Used across the company, these consumer-facing properties are an extension of the
SurveyMonkey brand. Since the SurveyMonkey name is full of personality, the prop-
erty name should be more descriptive and straightforward to balance the brand with
the product or group. These properties may also be used in conjunction with product
descriptions or sub-brands.
Individual Product Brand
Does brand perception among a minority of users require an independent relationship
from SurveyMonkey?
In instances where the SurveyMonkey brand is not an asset to an audience, a sepa-
rate brand is needed. No endorsement is given since the endorsement is not an asset.
Individual product brands must complement the SurveyMonkey brand, have sufficient
marketing resources and must maximize the overall SurveyMonkey market share to be
considered as an individual product brand.
SurveyMonkey Brand Guidelines 51
Partner GuidelinesThe logo should always remain locked up, containing
both the name and icon; however, for advertising and
marketing purposes, the icon may be used as an artistic
feature. As such, the icon must always be accompanied
by the full logo or SurveyMonkey name.
Clear SpaceClear space around the icon should be equal to the ear
circle in the logo being used. Clear space should be
measured from the furthest points of the logo as shown.
Color UsageThe SurveyMonkey green and gray (shown below) must
be used at all times. When the logo is used on a dark
background, the brand name is reversed out in white.
When the logo is used on a white background the brand
name is reversed out in gray.
Vertical StackFor instances where horizontal space is limited such as a
vertical ad, use the stacked option of the lock-up.
Tagline SizeThe minimum width of the tagline is indicated to the right.
Horizontal Logo with Spacing Rules and Color Options
Vertical Stacked Logo with Spacing
Tagline Size
minimum width 2”, 50.8 mm or 144 pixels
minimum width 1.625”, 41.3 mm or 118 pixels
PMS 383c hex #A9BD38c26 m3 y93 k17
PMS 418chex #5B5A4Bc33 m23 y34 k68
SurveyMonkey Brand Guidelines 52
International Portrait Photography
SurveyMonkey Brand Guidelines 53
International portrait photo guidelines When creating photography for the SurveyMonkey home page, consider the following guidelines:
Convey personality in your photographs.
It’s important to capture the right expression of your subject. First impressions are critical, and the personality
communicated through your photos is what site visitors will react to first.
The person photographed should convey the following attributes: Positive, confident, approachable, relaxed,
trustworthy and authentic. In order for these attributes to resonate with the viewer, they must appear real and
natural, not contrived.
The expression of the person photographed should not be: overly serious, disingenuous (fake smile) or pensive.
Follow these simple photographic style tips.
Below are some basic rules to follow to ensure that the photo you take for a testimonial works well with other photos
in the home page rotation and is consistent with all SurveyMonkey local-language sites.
1. The subject should be facing the camera, so that they are engaging the site visitor. The focus should be on the
face of the subject, with the background and possibly even shoulders going out of focus.
2. Keep the camera eye level with the subject. The viewer should not be looking down or up at the person.
3. Keep the background simple. The background should show some context but should be simple, low contrast and
with a soft focus. Avoid backgrounds that have strong contrasting colors, objects in sharp focus or busy patterns.
4. When cropping the subject, include a little space above the head and crop at chest level, so that the focus is
on the face.
5. A cropped photo should include ample space to the right of the person. The general rule is to have the space on
the right side of the person be two times the width of the person.
SurveyMonkey Brand Guidelines 54
Don’tsDo's
Great energy. The person has
context, but the background
is simple with a soft focus.
Emotion fits the attributes. The
viewer is level with the subject,
and the background is simple.
The subject is fully engaged with
the viewer. The background is
identifiable but out of focus.
Great emotion and use of
selective focus. Lets the viewer
focus on the person instead of
the background.
Great photo of a subject, but
the background is too busy.
Technically good, but the
subject is overly serious.
The subject should be facing
the camera to be engaging.
Props are distracting.
The subject is good, but the
background has no environment
or context.
Photographic Examples
“A picture is worth a thousand words.” An old cliché but true. Here are some visual examples of photography do’s and don’ts: