Download - Brand Guidelines & Specifications - Christina Wu · 2014-12-04 · Brand Guidelines & Specifications. 123456789056ab3c9dae2fd5gf95h 2 Introduction This document defines the core elements

SurveyMonkey Brand Guidelines 1

Brand Guidelines & Specifications


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


Brand Essence


Our MissionHelp people make better decisions.


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.


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


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.


Naming & Writing Guidelines


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


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.


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.


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.


Twitter

• 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..

Facebook

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.


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

[email protected]

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

[email protected]


Logo & Logo Lock-ups


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.


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


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.


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.


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


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.


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 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 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.


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 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:


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.”


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


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


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:

[email protected]

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


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.


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]

[email protected]


Color Palette


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


Photography & Illustration Style


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?

Upgrade Now

Get more questions, more customization...

Upgrade to a Pro account for $24 per month.

and mind-blowing analytics.


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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.


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


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.


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.


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.


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


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


Corporate Fonts


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 !@#$%^&*()



O123456789 !@#$%^&*()



O123456789 !@#$%^&*()



O123456789 !@#$%^&*()


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


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 !@#$%^&*()







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.


Brand Architecture


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 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.


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


International Portrait Photography


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.


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:

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