PINTEREST

TABLE OF CONTENTS1.0 Research 1.1 Abstract 1.2 Communications Audit 1.3 Competitive Audit 1.4 SWOT Analysis 1.5 Creative Brief 1.6 Demographics

2.0 Creative Solutions 2.1 Competition 2.2 Design Research 2.3 Moodboard 2.4 Logo Development

3.0 Style Guide 3.1 Brand Description 3.2 Brand Implementation 3.3 Logo Usage 3.4 Typography 3.5 Graphics

4.0 Style Guide 4.1 Business Presence 4.2 Digital Media 4.3 Print Advertising 4.4 TV Advertising 4.5 Graphics

PINTERESTPIN

Original Logo

Color

Black & White PB&W FIND IT. PIN IT. SHARE IT.

PINTEREST

LOGO USAGE A modern and crisp artistic direction was chosen for the campaign. The target audience is hip and connected to technology, favoring clean lines rather than curly fonts and more effeminate colors. The Pinterest logo is versatile, as the logomark of the brand is contained within the logo itself. The P with the pointed end is a subtle reference to the pinboard environment of the site without appearing silly or cartoonish.

The existing Pinterest logo along with the

color scheme can be perceived as more

feminine. The swirlsin the letters are

reminiscent of retro styles and calligraphy. The new logo is a two

toned image with“Pin” in blue and the

rest of the text in a gradient white. The

logo translates well to black and white and

still maintains a consistent and

dynamic look. The design is meant

to attract a more masculine userbase but is still

modern and stylish enough to not turn

the existing user base away from it.

The logo and logomark require a sufficient amount of white space in order to be truly effective. The logo should be placed similarly to the design below, adjusting for an added tagline if needed.

PINTERESTThe Pinterest logo’s impact

is

A PIN FOR EVERY THING.

PINTERESTSome variation of the Pinterest logo are allowed, such as adding a tagline or using a different color for the “Pin” portion of the text. The tagline is to be centered or right justified or can be placed above the logo, left justified. Colors from the color palette are permitted to be used as background colors as long as text is still readable. In addition, adding a box around the text with a white background is allowed in order to make the text stand out if placed above a photo.

LOGO VARIATIONS IMPROPER USAGEPINTEREST

PINTEREST

PINTEREST

Brand consistency is the key to the campaign’s success. Certain restrictions are applied to the branding of the Pinterest logo and taglines. The logo text is not to be placed atop dark photos or colors which could impede readability. The Pinterest lettering is to appear on the same line at all times. Colors that do not belong to the approved color scheme are not to be utilized. In addition, font usage is to be consistent across all media, with capitalized League Gothic as the Header font and Helvetica Neue used for body text. The subheader font is League Gothic with regular capitalization rules applied.

PINTERESTPINTEREST

PINTERESTPINTEREST

PINTEREST

FIND IT.

PIN IT.

SHARE IT.