Brand Guide 2015 / CONTACT / Liftopia Inc. Visual Brand Guide

Transcription

1 Brand Guide 2015 / 2016 CONTACT marketing@liftopia.com / design@liftopia.com

2 identity

3 LIFTOPIA BRAND GUIDE 3 Logo Our logo is our heart and soul, visually representing our company. It highlights the best of ski, the white powder and the blue skies. Treat our logo well and give it the clearspace it needs. Clearspace Whereever the logo is used and at whatever size, there should always be clearspace surrounding it that is 50% of the height of the logo. LOGOTYPE 50% 50% 50% 50% LOGOMARK LOGOMARK PLACEMENT 50% 50% Upper Left Corner Lower left corner Centered at bottom of page 50% 50%

4 LIFTOPIA BRAND GUIDE 4 Logo Usage Acceptable logo uses: Full color logo on white or light grey background White logo on brand color background One color logo (Liftopia blue only) on white background Monotone (for 1 color print) Don t abuse our logo these ways: Change logo's orientation Change the color Stretch/compress proportions Resize logo elements independently Change logo design Add outlines Add highly visible dropshadows Place full color logo on photos Place on non-brand colors

5 LIFTOPIA BRAND GUIDE 5 Logomark Usage Acceptable logo uses: Full color logomark on white or light grey background White logomark on brand color background White logomark on photography with contrasting background White logomark on contrasting background patterns Cropped as a transparent layer over a photograph Don t abuse our logo these ways: Change logo's orientation Change the color Stretch/compress proportions Resize logo elements independently Invert the shape Outline the form

6 color

7 LIFTOPIA BRAND GUIDE 7 Color Brand Color: Liftopia Blue Primary Color Palette Secondary Color Palette (CTAs, Accents, Highlights) Tertiary Colors (Seasonal Application)

8 LIFTOPIA BRAND GUIDE 8 Color: Digital Palette Primary Color Suite #0085cA #2492CD #3C9ED3 #55AAD8 #6DB6DE #85C2E3 #9DCEE9 #B5DAEE #CEE7F4 #E6F3F9 #1B2731 #34454E #03514A #ABD037 #A4AAAD #77A2D6 #8E1E21 #333D46 # #1D625C #B4D54B #ADB2B5 #85ACDA #9A3537 #49525A #5D6B72 #36736E #BCD95F #B6BBBE #92B5DE #A54B4D #60686F #717D84 #4F8580 #C5DE73 #C0C3C6 #A0BEE2 #B16264 #767D83 # # #CDE387 #C8CCCE #ADC7E6 #BC787A #8D9298 #99A2A6 #81A7A4 #D5E79B #D1D4D6 #BBD1EA #C78E8F #A4A8AD #AEB5B8 #9AB9B6 #DEECAF #DBDDDE #C9DAEF #D2A5A6 #BABEC1 #C2C7CA #B3CAC8 #E6F1C3 #E4E5E6 #D6E3F3 #DDBBBC #D1D4D6 #D6DADC #CDDCDB #EEF6D7 #EDEEEF #E4ECF7 #E9D2D3 #E8E9EA #EAECED #E5EDED #F6FAEB #F6F6F7 #F1F6FB #F4E8E8 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% Tertiary Color Suite(Seasonal Application) Secondary Actions/Accents Suite # #2C1823 #708D9B # #809AA6 #56464F 100% 90% 80% #EE7E43 #DFDA22 #7B878E #22AF60 100% - Default.State CTA color #809AA6 #6C5E65 #A0B3BC #80757B 70% 60% #F29869 #F4AB85 #E5E14E #EAE76F #969FA5 #A9B1B6 #4FBF80 #6FCB97 80% 65% - Hover.State CTA color #AFBFC7 #958B90 #BFCCD3 #ABA3A7 #CFD9DE #BFB9BC 50% 40% 30% #F7BEA1 #EFEC90 #BDC3C6 #90D7AF 50% #DFE6E9 #EFF2F4 #D5D1D3 #E9E7E9 20% 10% Color: Printed Palette PRINTED - Primary Color Suite Pantone Proces Cyan C 100 M 0 Y 0 K 0 PMS 2965 C 100 M 73 Y 16 K 78 PMS 5405 C 68 M 35 Y 17 K 40 PMS 330 C 90 M 21 Y 60 K 65 PMS 375 C 46 M 0 Y 90 K 0 PMS 429 C 21 M 11 Y 9 K 23 PMS 2915 C 60 M 9 Y 0 K 0 PMS 7622 C 0 M 97 Y 89 K 45 PRINTED - Secondary Actions/Accents Suite PMS 7578 C 0 M 67 Y 100 K 0 PMS 388 C 15 M 0 Y 80 K 0 PMS 430 C 33 M 18 Y 13 K 40 PMS 7482 C 90 M 0 Y 93 K 0 PRINTED - Tertiary Color Suite(Seasonal Application) PMS 549 C 56 M 8 Y 9 K 21 PMS 7449 C 65 M 98 Y 21 K 83

9 typography

10 LIFTOPIA BRAND GUIDE 10 Typeface Families Headlines / Display Type We primarily use Museo and Museo Sans for all print and online materials. It is chosen for its refined readability. These families combine a clean, humanist sans-serif with a modern serif shape in a range of weights. Museo Sans 100 Museo 100 Aa Aa ABCDEFGHIJKLMNOPQRST UVWYZ abcdefghijklmnopqrstuvwxyz (*!?@$.;, ) Museo Sans 300 Museo 300 Aa Aa ABCDEFGHIJKLMNOPQRST UVWYZ abcdefghijklmnopqrstvwxyz (*!?@$.;, ) Museo Sans 500 Museo 500 Aa Aa ABCDEFGHIJKLMNOPQRST UVWYZ abcdefghijklmnopqrstuvwxyz (*!?@$.;, ) Museo Sans 700 Museo 700 Aa Aa ABCDEFGHIJKLMNOPQRST UVWYZ abcdefghijklmnopqrstuvwxyz (*!?@$.;, ) ABCDEFGHIJKLMNOPQRST UVWYZ abcdefghijklmnopqrstuvwxyz (*!?@$.;, ) ABCDEFGHIJKLMNOPQRST UVWYZ abcdefghijklmnopqrstuvwxyz (*!?@$.;, ) ABCDEFGHIJKLMNOPQRST UVWYZ abcdefghijklmnopqrstuvwxyz (*!?@$.;, ) ABCDEFGHIJKLMNOPQRST UVWYZ abcdefghijklmnopqrstuvwxyz (*!?@$.;, )

11 LIFTOPIA BRAND GUIDE 11 Secondary/Fall-Back Typeface Families Fall-Back Headlines / Display Type When Museo Sans is unable to be loaded within the Liftopia UI, Helvetica Neue serves as the Fall-Back typeface family. Helvetica Neue 55 Regular Aa ABCDEFGHIJKLMNOPQRST UVWYZ abcdefghijklmnopqrstuvwxyz (*!?@$.;, ) Helvetica Neue 35 Thin Aa ABCDEFGHIJKLMNOPQRST UVWYZ abcdefghijklmnopqrstvwxyz (*!?@$.;, ) Helvetica Neue 35 Thin Aa ABCDEFGHIJKLMNOPQRST UVWYZ abcdefghijklmnopqrstuvwxyz (*!?@$.;, ) Helvetica Neue 47 Light Condensed Aa ABCDEFGHIJKLMNOPQRST UVWYZ abcdefghijklmnopqrstuvwxyz (*!?@$.;, ) Helvetica Neue 75 Bold Aa ABCDEFGHIJKLMNOPQRST UVWYZ abcdefghijklmnopqrstuvwxyz (*!?@$.;, ) Helvetica Neue 65 Medium Aa ABCDEFGHIJKLMNOPQRST UVWYZ abcdefghijklmnopqrstuvwxyz (*!?@$.;, ) Helvetica Neue 57 Regular Condensed Aa ABCDEFGHIJKLMNOPQRSTUVWYZ abcdefghijklmnopqrstuvwxyz (*!?@$.;, ) Helvetica Neue 77 Bold Condensed Aa ABCDEFGHIJKLMNOPQRST UVWYZ abcdefghijklmnopqrstuvwxyz (*!?@$.;, )

12 LIFTOPIA BRAND GUIDE 16 Typography in Liftopia Marketing Marketing Typefaces for Body Copy In Marketing Executions, such as Landing Pages, Print Ads, s, and Signage, Museo Sans and Museo may be used interchangeably. The wider range of type is meant to allow more flexibility in campaign design, and versatility in messaging. Primary Body Copy Styles for Liftopia.com UI Additional Styles for Marketing Communications P1 - MUSEO SANS 100 Lorem ipsum dolor sit amet, consectetur adipiscing elit. Maecenas consequat dui eu quam iaculis, ac tempor urna convallis. Quisque vehicula a mi ac imperdiet. Sed tellus urna, eleifend sed dolor vel, lacinia lacinia libero. Quisque a hendrerit augue. Phasellus euismod elit a pretium cursus. Sed id faucibus ex, non malesuada tortor. Nunc facilisis mattis orci, in ornare augue. Proin iaculis pretium quam, in scelerisque nisl venenatis ut. Aliquam nibh nibh, tincidunt a venenatis ac, porta a odio. Duis vitae felis ut ligula accumsan auctor eu et mauris. Integer feugiat libero nisl, ut commodo sem vestibulum non. Proin egestas felis id nunc posuere tristique. Phasellus finibus mollis dolor sit amet consectetur. Nunc aliquet justo nec tristique sagittis. Donec libero metus, rutrum at erat et, dictum luctus dolor. P2 - MUSEO 100 Lorem ipsum dolor sit amet, consectetur adipiscing elit. Maecenas consequat dui eu quam iaculis, ac tempor urna convallis. Quisque vehicula a mi ac imperdiet. Sed tellus urna, eleifend sed dolor vel, lacinia lacinia libero. Quisque a hendrerit augue. Phasellus euismod elit a pretium cursus. Sed id faucibus ex, non malesuada tortor. Nunc facilisis mattis orci, in ornare augue. Proin iaculis pretium quam, in scelerisque nisl venenatis ut. Aliquam nibh nibh, tincidunt a venenatis ac, porta a odio. Duis vitae felis ut ligula accumsan auctor eu et mauris. Integer feugiat libero nisl, ut commodo sem vestibulum non. Proin egestas felis id nunc posuere tristique. Phasellus finibus mollis dolor sit amet consectetur. Nunc aliquet justo nec tristique sagittis. Donec libero metus, rutrum at erat et, dictum luctus dolor. P3 - MUSEO SANS 300 In congue interdum risus, et porttitor velit euismod vitae. Duis sit amet tortor pellentesque, vulputate eros a, egestas leo. Sed in fermentum purus. Nullam bibendum volutpat quam et lobortis. Morbi volutpat porttitor ante, a posuere orci gravida ut. Phasellus sed augue id sem condimentum commodo. Sed lobortis diam eget ligula varius, sed rutrum tortor lacinia. Donec nec dui nec felis consectetur vehicula. Ut vel risus et leo consequat tempus vel a nunc. Cras euismod tristique risus, non dictum mauris feugiat non. Integer eu eros vel orci euismod dapibus at sed sem. Pellentesque vulputate purus vitae vulputate posuere. Nam neque metus, dapibus sit amet lacus sit amet, efficitur mattis ligula. P4 - MUSEO 300 In congue interdum risus, et porttitor velit euismod vitae. Duis sit amet tortor pellentesque, vulputate eros a, egestas leo. Sed in fermentum purus. Nullam bibendum volutpat quam et lobortis. Morbi volutpat porttitor ante, a posuere orci gravida ut. Phasellus sed augue id sem condimentum commodo. Sed lobortis diam eget ligula varius, sed rutrum tortor lacinia. Donec nec dui nec felis consectetur vehicula. Ut vel risus et leo consequat tempus vel a nunc. Cras euismod tristique risus, non dictum mauris feugiat non. Integer eu eros vel orci euismod dapibus at sed sem. Pellentesque vulputate purus vitae vulputate posuere. Nam neque metus, dapibus sit amet lacus sit amet, efficitur mattis ligula. P5 - MUSEO SANS 500 Aenean sodales tincidunt orci in auctor. Aenean mattis molestie iaculis. Morbi eget velit placerat risus dictum pulvinar vel eu ligula. Mauris velit leo, pharetra eu efficitur a, facilisis sagittis metus. Sed vestibulum sem sit amet luctus consectetur. Vivamus consequat aliquet ante, non varius elit congue dapibus. Donec ex magna, egestas in mi non, ultrices rutrum sem. Etiam euismod ipsum arcu, a tempus augue egestas sed. Suspendisse euismod sagittis congue. Nulla facilisi. Maecenas consectetur magna ac leo hendrerit, at tincidunt diam fermentum. P6 - MUSEO 500 Aenean sodales tincidunt orci in auctor. Aenean mattis molestie iaculis. Morbi eget velit placerat risus dictum pulvinar vel eu ligula. Mauris velit leo, pharetra eu efficitur a, facilisis sagittis metus. Sed vestibulum sem sit amet luctus consectetur. Vivamus consequat aliquet ante, non varius elit congue dapibus. Donec ex magna, egestas in mi non, ultrices rutrum sem. Etiam euismod ipsum arcu, a tempus augue egestas sed. Suspendisse euismod sagittis congue. Nulla facilisi. Maecenas consectetur magna ac leo hendrerit, at tincidunt diam fermentum. P7 - HELVETICA NEUE 45 LIGHT Lorem ipsum dolor sit amet, consectetur adipiscing elit. Maecenas consequat dui eu quam iaculis, ac tempor urna convallis. Quisque vehicula a mi ac imperdiet. Sed tellus urna, eleifend sed dolor vel, lacinia lacinia libero. Quisque a hendrerit augue. Phasellus euismod elit a pretium cursus. Sed id faucibus ex, non malesuada tortor. Nunc facilisis mattis orci, in ornare augue. Proin iaculis pretium quam, in scelerisque nisl venenatis ut. Aliquam nibh nibh, tincidunt a venenatis ac, porta a odio. Duis vitae felis ut ligula accumsan auctor eu et mauris. Integer feugiat libero nisl, ut commodo sem vestibulum non. Proin egestas felis id nunc posuere tristique. Phasellus finibus mollis dolor sit amet consectetur. Nunc aliquet justo nec tristique sagittis. Donec libero metus, rutrum at erat et, dictum luctus dolor. P9 - HELVETICA NEUE 47 LIGHT CONDENSED Lorem ipsum dolor sit amet, consectetur adipiscing elit. Maecenas consequat dui eu quam iaculis, ac tempor urna convallis. Quisque vehicula a mi ac imperdiet. Sed tellus urna, eleifend sed dolor vel, lacinia lacinia libero. Quisque a hendrerit augue. Phasellus euismod elit a pretium cursus. Sed id faucibus ex, non malesuada tortor. Nunc facilisis mattis orci, in ornare augue. Proin iaculis pretium quam, in scelerisque nisl venenatis ut. Aliquam nibh nibh, tincidunt a venenatis ac, porta a odio. Duis vitae felis ut ligula accumsan auctor eu et mauris. Integer feugiat libero nisl, ut commodo sem vestibulum non. Proin egestas felis id nunc posuere tristique. Phasellus finibus mollis dolor sit amet consectetur. Nunc aliquet justo nec tristique sagittis. Donec libero metus, rutrum at erat et, dictum luctus dolor. P8 - HELVETICA NEUE 55 REGULAR In congue interdum risus, et porttitor velit euismod vitae. Duis sit amet tortor pellentesque, vulputate eros a, egestas leo. Sed in fermentum purus. Nullam bibendum volutpat quam et lobortis. Morbi volutpat porttitor ante, a posuere orci gravida ut. Phasellus sed augue id sem condimentum commodo. Sed lobortis diam eget ligula varius, sed rutrum tortor lacinia. Donec nec dui nec felis consectetur vehicula. Ut vel risus et leo consequat tempus vel a nunc. Cras euismod tristique risus, non dictum mauris feugiat non. Integer eu eros vel orci euismod dapibus at sed sem. Pellentesque vulputate purus vitae vulputate posuere. Nam neque metus, dapibus sit amet lacus sit amet, efficitur mattis ligula. P10 - HELVETICA NEUE 57 REGULAR CONDENSED In congue interdum risus, et porttitor velit euismod vitae. Duis sit amet tortor pellentesque, vulputate eros a, egestas leo. Sed in fermentum purus. Nullam bibendum volutpat quam et lobortis. Morbi volutpat porttitor ante, a posuere orci gravida ut. Phasellus sed augue id sem condimentum commodo. Sed lobortis diam eget ligula varius, sed rutrum tortor lacinia. Donec nec dui nec felis consectetur vehicula. Ut vel risus et leo consequat tempus vel a nunc. Cras euismod tristique risus, non dictum mauris feugiat non. Integer eu eros vel orci euismod dapibus at sed sem. Pellentesque vulputate purus vitae vulputate posuere. Nam neque metus, dapibus sit amet lacus sit amet, efficitur mattis ligula.

13 patterns & graphic elements

14 LIFTOPIA BRAND GUIDE 19 Patterns & Graphic Elements Patterns are to be used in varying opacity as repeating backgrounds for Liftopia UI in digital spaces, overlaying photography, or to serve as a standalone graphic elements. Diamond Pattern Singular Diamond Tile Repeated Diamond Tiling Stroke:.25px Stroke Color: #AEB5B8 Diamond Line Background Hatch Pattern Hatch Build Diagram Hatch Tile Ripple Pattern Ripple Build Diagram Ripple Tile

15 LIFTOPIA BRAND GUIDE 20 Patterns & Graphic Elements (cont.) Hex-Star Pattern Honeycomb Pattern Weave Pattern Weave Pattern

16 LIFTOPIA BRAND GUIDE 21 Patterns & Graphic Elements (cont.) LIFTOPIA VISUAL BRAND GUIDE GRAPHIC ELEMENTS Color Shards Tech Flakes Diamond Band

17 LIFTOPIA BRAND GUIDE 22 Patterns & Graphic Elements Usage

18 photography

19 LIFTOPIA BRAND GUIDE V3 24 Photography ALL IMAGERY: Inviting and aspirational scenes. Capture the beauty of the mountains and the joyful experience of skiing/ snowboarding. A sense of escape from the norm with you favorite people: Being at a ski resort is not a solitary act it s both moments where it s just you and the snow, and being part of a community, riding with friends and family. The majesty of nature in winter. The magic of snow. CONSUMER IMAGERY: Inclusive experiences every skier and snowboarder will want to have, regardless of skill levels. Showcases the full experience of skiing, not just of act. (Not limited to downhill action shots) Family inclusive from weekend-warriors carving to kids on a chair lift. Capture the care and attention resorts put into providing a phenomenal experience for their consumers. Highlight the community of skiers, family and friends all enjoying this experience together. The lifts, the runs, the base, and the mountain. Groups of people enjoying the experience together both on mountain and off. RESORT PARTNER IMAGERY: The daily business of running a resort. Capture the hard work that goes into creating the ideal ski experience. Groomers, machinery, lift tickets, magic of snow making

20 Photography: Consumer Facing LIFTOPIA BRAND GUIDE 25 CAPTURING THE VISUAL STORY OF THE RESORT EPERIENCE

21 Photography: Consumer Facing LIFTOPIA BRAND GUIDE 26 VISUAL TONE: ACTION SHOTS Communal nature, portrays ski as group activity Joyful and inspiring but never dangerous Dynamic action in beautiful setting In-situation POV - makes viewers feel part of the action, part of the scene Optimal conditions (Bluebird or gentle snowfall) Aspirational beauty of environment highlighted Show the beauty and excitement of the sport. Passionate both on and off the mountain.

22 LIFTOPIA BRAND GUIDE 27 Photography: Partner Facing CAPTURING THE OPERATIONAL STORY OF THE RESORT

23 LIFTOPIA BRAND GUIDE 28 Photography: Partner Facing VISUAL TONE: RESORT SHOTS Echoes of human presence but without showing people actually in the scene. Industrial / Documentarian. Non-emotive. Items shot against minimal background/ environment Mechanical nature of objects featured. Gritty quality, visible usage. Capture Peak Season and Pre/Post Season Sharp Angles. Unique POV The Business of Winter Resorts. Capture the idea of what it takes to operate and maintain a resort on a daily basis. Abstraction of ordinary objects to create beautiful compositions

24 Photography: Framing + Format CLOSEUPS & ACTION SHOTS LIFTOPIA BRAND GUIDE 29 Frame shots tight to the action, from multiple vantage points (uphill, downhill, passing, worm s-eye-view, etc.). Bring the viewer inside the action. Wider focal area captures the skier/rider and the action. WIDE-ANGLE SHOTS Wherever possible, shoot wide, environmental shots with the focus still centering on the skier/ rider and the action. The focal action can be centered, framed left or right (the more framing options the better).the rest of the environment can fall into softer focus, but should still be recognizable and could potentially be used as a stand-alone panoramic scene. Secondary cropping as a panoramic scene to be used as establishing shots within overall brand storytelling. Key focus area captures the skier/rider and the action.

25 LIFTOPIA BRAND GUIDE 30 Photography: The Punchlist THINGS TO HIGHLIGHT THINGS TO AVOID EPERIENCE OF SKIING At least one survivable route Good technique Groomed Snow or In-Bounds Powder Approachable terrain (i.e. no cliff jumps) Night skiing on well-lit resort slopes Shows the Joy of Skiing Experience No horizon gazing No overt staging of equipment No water hazards or ice in skier s path No cheesy posing No big air or extreme shots No Blizzard or White-Out conditions ENVIRONMENTAL Beauty of mountain environment Good weather or gentle snowfall Panoramic vistas of mountains and/or resorts No horizon gazing No Avalanche pads or Sluff pads visible on mountains RESORT PARTNERS The Day-to-Day operations of a resort Magic of making snow Prepping the hill for the perfect ski experience Transformation from preseason to peak season No posed workers or overtly staged shots Nothing that makes the resorts look unprofessional or unprepared for the season.

26 LIFTOPIA BRAND GUIDE 31 Photography: Consumer Image Analysis FILENAME: CW0066.JPG At least one survivable route Good technique Groomed Snow or In-Bounds Powder Approachable terrain (i.e. no cliff jumps) Night skiing on well-lit resort slopes Shows the Joy of Skiing Experience Beauty of mountain environment No horizon gazing No overt staging of equipment No water hazards or ice in skier s path No cheesy posing No big air or extreme shots FILENAME: JPO815.JPG At least one survivable route Good technique Groomed Snow or In-Bounds Powder Approachable terrain (i.e. no cliff jumps) Night skiing on well-lit resort slopes Shows the Joy of Skiing Experience Beauty of mountain environment No horizon gazing No overt staging of equipment No water hazards or ice in skier s path No cheesy posing This shot, while being more gear focused, was not a staged gear shot and was used in support of a gear-focused sweepstakes with brand-partner Backcountry.com No big air or extreme shots FILENAME: UTAH_01.JPG At least one survivable route Good technique Groomed Snow or In-Bounds Powder Approachable terrain (i.e. no cliff jumps) Night skiing on well-lit resort slopes Shows the Joy of Skiing Experience Beauty of mountain environment No horizon gazing No overt staging of equipment No water hazards or ice in skier s path No cheesy posing No big air or extreme shots

27 LIFTOPIA BRAND GUIDE 32 Photography: Partner Image Analysis FILENAME: FE0088.JPG The Day-to-Day operations of a resort Magic of making snow Prepping the hill for the perfect ski experience Transformation from preseason to peak season No Blizzard or White-Out conditions No horizon gazing No Avalanche pools or Sluff pools visible on mountains No posed workers or overtly staged shots Nothing that makes the resorts look unprofessional or unprepared for the season. FILENAME: FE0023.JPG The Day-to-Day operations of a resort Magic of making snow Prepping the hill for the perfect ski experience Transformation from preseason to peak season No Blizzard or White-Out conditions No horizon gazing No Avalanche pools or Sluff pools visible on mountains No posed workers or overtly staged shots Nothing that makes the resorts look unprofessional or unprepared for the season. FILENAME: TG0942.JPG The Day-to-Day operations of a resort Magic of making snow Prepping the hill for the perfect ski experience Transformation from preseason to peak season No Blizzard or White-Out conditions No horizon gazing No Avalanche pools or Sluff pools visible on mountains No posed workers or overtly staged shots Nothing that makes the resorts look unprofessional or unprepared for the season.

28 user interface

29 LIFTOPIA BRAND GUIDE 34 Liftopia User Interface: Desktop PRIMARY CTA Buttons (Purchase Path) Button.Default &.Static State.Hover State Ideal Mobil Dimensions 144px Wide 48px Height Color: #EE7E43 Color: #F2AA83 Type: Museo Sans px Color: #FFFFFF Border: #EE7E43 Color: #EE7E43 Positioning: Centered Text Padding Top/Bottom: 18px MARKETING / BRAND CTA Buttons Button.Default &.Static State.Hover State Padding Left/Right: 42px Color: #0087CE Color: #6EB7DD Color: #E0D925 Color: #E5DF5B Color: #FFFFFF Border: #0087CE Color: #F2AA83 Color: #FFFFFF Border: #E0D925 Color: #E0D925 TERTIARY CTA Buttons Button.Default &.Static State.Hover State Color: #9DCDE6 Color: #CDE4F2 Color: #FFFFFF Border: #9DCDE6 Color: #9DCDE6 DISABLED CTA Buttons Button.Default &.Static State Color: # MAY BE ADAPTED IN LFT.COM REDESIGN

30 LIFTOPIA BRAND GUIDE 35 Liftopia User Interface: Mobile/Tablet PRIMARY CTA Buttons (Purchase Path) Button.Default &.Static State.Hover State Ideal Mobil Dimensions 114px Wide 60px Height Color: #EE7E43 Color: #F2AA83 Type: Museo Sans px MARKETING / BRAND CTA Buttons Color: #FFFFFF Border: #EE7E43 Button.Default &.Static State.Hover State Color: #EE7E43 Positioning: Centered Text Padding Top/Bottom: 24px Padding Left/Right: 24px Color: #0087CE Color: #6EB7DD Color: #E0D925 Color: #E5DF5B Color: #FFFFFF Border: #0087CE Color: #F2AA83 Color: #FFFFFF Border: #E0D925 Color: #E0D925 TERTIARY CTA Buttons Button.Default &.Static State.Hover State Color: #9DCDE6 Color: #CDE4F2 Color: #FFFFFF Border: #9DCDE6 Color: #9DCDE6 DISABLED CTA Buttons Button.Default &.Static State Color: # MAY BE ADAPTED IN LFT.COM REDESIGN

31 LIFTOPIA BRAND GUIDE 36 Iconography in the Liftopia UI All Icons straight-forward & clear; should not require in-depth analysis sophisticated without being stuffy or cutesy Flat & 2D Balance of angles & curves, with basic to moderate detail that doesn t get in the way of meaning FontAwesome When custom-designed icons are not needed, the FontAwesome icon set should be used. Navigation UI Media UI Social UI Asset / Function MAY BE ADAPTED IN LFT.COM REDESIGN

32 navigation

33 LIFTOPIA BRAND GUIDE 38 Liftopia.com Navigation Set TBD IN LFT.COM REDESIGN LOGO LOGIN TBD IN LFT.COM REDESIGN

34 LIFTOPIA BRAND GUIDE 39 Liftopia Landing Pages Navigation Set TBD IN LFT.COM REDESIGN LOGO LOGIN TBD IN LFT.COM REDESIGN

35 LIFTOPIA BRAND GUIDE 40 Mobile Navigation Set TBD IN LFT.COM REDESIGN LOGO + TBD IN LFT.COM REDESIGN

36 LIFTOPIA BRAND GUIDE 41 Tablet Navigation Set TBD IN LFT.COM REDESIGN LOGO + TBD IN LFT.COM REDESIGN

37 LIFTOPIA BRAND GUIDE V2 42 Now What? One person or one team alone can t build a brand. It takes cross-functional teams working in sync towards the same objectives with a common vision. Each of us is helping build a strong, recognizable brand by having a hand in creating a company that does what it promises to do and always aims to do better. Each of us is an essential part of this. Let s begin by exploring ways in which to incorporate the brand guidelines in our day-to-day work as we interact, create, build, sell products to our Partner and Consumer audiences. The Brand Guide continues to be a living document keeping up with the changing needs and times while bringing consistency and coherency across our communication. Remember, we are fortunate to be in this together! CONTACT marketing@liftopia.com / design@liftopia.com Liftopia Inc. Brand Guide v2. For Internal Use Only.