BRAND GUIDE
Booru Brand guide
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Contents
0.1 The Booru Brand
Brand Positioning Statement
Copy Platform
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5
0.2 Brand Identity System
Logo
Color Usage
Color Palette
Typography
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7
8
9
0.3 Business System
Business Card
Letterhead and Envelope
Note Card
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11
12
0.4 Collateral
Case Study
White Paper
Position Paper
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15
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Booru brand platform
Whether you’re new to Booru, or you have worked
with the Company when it was called Direct
Commerce, you know there’s something very
special about this brand.
This style guide defines what makes Booru special
and gives you some tools to help articulate, express
and communicate the brand.
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What is booru?
Booru
/boo.roo/
Verb
A state of professional satisfaction brought on by
integrating innovation with exceptional execution:
“Do you Booru?”; “I Booru, do you?”
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Brand promise
Booru. Count on us.
This simple promise to our customers is
the core message from which we develop
everything and encapsulates the essence
of our brand.
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Brand Positioning
Booru automates the supplier communities of Fortune
1000 companies. Our fully adaptable P2P automation
and discount management solutions transform people’s
lives because they work, help them save millions of
dollars per year, streamline their processes and give them
better visibility into their suppliers. Suppliers get easyto-use, cloud-based tools that help them interact with
their customer and get paid faster. And our world-class
customer service results in the highest adoption rates and
customer satisfaction in the industry.
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1.1_
Pillars
Empowering automation
Booru automates the supplier
communities of Fortune 1000
companies
Comprehensive and profitable
Our customers save millions of dollars
per year, streamline their processes,
and get better insight and visibility into
their suppliers
Track record
We work with and have long-term
relationships with large customers
like Eli Lilly, The Home Depot, and
Lockheed Martin
Customer service driven
Our software changes people’s lives
because it works and it helps them
Keep it simple
Suppliers get easy-to-use tools that
help them interact with their customer
and get paid faster
Mission Statement
Making people’s lives better by
delivering the most successful P2P
automation and discount management
deployments in the world.
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Logo
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Brand Mark Use
For all permitted uses of our brand mark, you may not:
•
alter the Booru brand mark in any way
•
place the Booru brand mark in such close proximity
to other content that it is indistinguishable
•
use the Booru brand mark in a way that is harmful,
deceptive, obscene or otherwise objectionable to the
average person
•
use the Booru brand mark on websites or other
places containing content associated with hate
speech, pornography, gambling or illegal activities
•
use the Booru brand mark to, or in connection with,
content that disparages us or sullies our reputation
Booru Brand guide
two color
One Color
One Color reverse
Black and white
Black and white reverse
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2.1.1_
Brand Mark Use
Clear Space
Minimum Size
X
X
1”
•
Always maintain clear space around the Booru brand mark to protect the logo from
distracting graphics or typography.
•
For the signature, measure clear space by the height and width of the “o” in Booru
for horizontal and vertical space.
•
Never allow typography or other elements to “invade” the signature or the symbol.
Booru Brand guide
The Booru brand mark reproduces well at almost any size. Going too small, however,
can damage it’s integrity and effectiveness.Please avoid reproducing the brand mark
smaller than 1”.
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2.2_
Color
Primary Color
Gradient
Color Palette
CMYK
67 C / 0 M / 98 Y / 5 K
PMS
369
RGB
88 R / 166 G / 24 B
HE X
58A618
Location: 60%
Angle: 0º
CMYK
100 C / 0 M / 0 Y / 0 K
PMS
Process
Cyan
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RGB
0 R / 175 G / 239 B
HE X
00AEEF
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2.2_
Color
Secondary Color
Gradient
PMS
PMS
123
Location: 60%
C 67
Angle: 0º
R 88
M0
Y 98
G 166 B 24
HE X 58A618
Booru Brand guide
PMS
123
K5
C 67
R 88
Process Blue
M0
Y 98
G 166 B 24
HE X 58A618
K5
C 100
R0
M0
Y0
K0
G 159 B 218
HE X 009FDA
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2.3_
Typography
Aa Aa Aa
Brandon
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuv 1234567890
Booru Brand guide
Helvetica
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuv 1234567890
Baskerville
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuv 1234567890
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2.4_
Copy Voice
Making our brand promise and positioning come to life
should be the goal in every piece of communications.
These guidelines are for website content, print collateral,
campaigns and other communications intended for a
general audience. These are guidelines rather than strict
rules.
The language aspects of this guide apply primarily to
English-language documentation. Other languages may
have additional style needs not addressed in this guide.
For style standards that apply to technical writing, please
contact the Booru marketing department for additional
information.
We want anyone reading Booru’s communications to feel
as though they are conversing with a real person who
understands their needs, cares about their business goals
Booru Brand guide
and wants to make working together as simple, easy and
enjoyable as possible. It should seem authentic, honest,
smart and build on the values Booru has been built on for
over a decade.
In other words, the tone should be conversational, informal
without being frivolous, and project warmth in its approach.
The copy should strive to always say things in as few words
as possible, but not at the sacrifice of understanding the
concepts behind our solutions and products (some of
which can be very technical). Humor is good, but not at the
expense of communicating our products and solutions with
simplicity and sophistication.
We should always strive to avoid being condescending,
overly clever, snarky and cynical. Booru is a brand that is
meant to come across as fun, friendly, smart, inclusive and
enthusiastic about solving people’s challenges.
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2.4_
Copy Voice
Our name
Whether it’s discussing a solution
as a whole or an individual product,
“Booru” should refer to the Company.
In general, the name doesn’t have to
appear directly in front our product
names (i.e. Discount Management),
but should be prominent in the design
or text (preferably on first mention).
Uses such as “Booru Discount
Management,” should only refer to
Booru-created products.
Booru Brand guide
Capitalization
Please capitalize the following: brands
and products (Booru, Booru Discount
Management, etc.); features (P2P
Portal, etc.); acronyms (URL, ERP,
etc.). URLs themselves (booru.com,
etc.) are lowercase.
Clients
Do not use: we prefer to say
“customers” or “people.”
Booruvians
Our staff, customers, fans and friends
are from a variety of industries, walks of
life, roles, jobs and locations. The thing
we all have in common is our desire
to work with and promote innovative,
exceptionally executed P2P automation
and discount management solutions
to make people’s lives better. We’ve
coined the name “Booruvians” as a
fun, casual way to underscore our
common tie to the brand and belief in
its essence. Always spell uppercase
unless part of a URL (e.g. “booruvians.
com”).
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2.4_
Copy Voice
Email
First name (bruce) or first name and
first letter of the last name (bruceh),
lowercase, no hyphens.
Numbers
Spell out as words from one to nine,
use numerals 10 and up; spell out large
numbers like thousand, million, etc.
Punctuation
http://www.
Please avoid use of the “Protocol”
(http://) before the URL (booru.com) in
all communications unless absolutely
necessary.
Possessives and Plurals
Although at times unavoidable, please
keep possessives (Booru’s) and plurals
to a minimum
Dashes
Hyphens (-) are used to create a single
idea out of two or more words and are
always connected; en dashes (–) are
used for ranges, like numbers and dates,
and are also connected; em dashes (—)
are used to set related, yet separate
thoughts off from each other, either
within a sentence or following it, and in
either case they are not connected
www.
Avoid using before URLs
Exclamation points
Use of exclamation points is okay
but should not take the place of wellwritten enthusiasm.
Quotation marks
Punctuation should go inside of
quotation marks unless it is part of the
entire sentence, not just the portion
contained within the quotation marks.
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Business System
Business Card
Bruce Hanavan
Vice President of
Sales and Marketing
[email protected]
direct 415.288.9716
mobile 415.519.4772
booru.com
735 Montgomery Street
Suite 200
San Francisco, CA 94111
Front
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Business System
Letterhead
415.288.9700
735 Montgomery Street, Suite 200, San Francisco, CA 94111
booru.com
60% of acutal size
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Business System
Envelope
735 Montgomery Street, Suite 200
San Francisco, CA 94111
60% of acutal size
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Business System
Note Card
A6 Notecard:
4.625” x 6.25”
(folded)
735 Montgomery Street, Suite 200
San Francisco, CA 94111
A6 envelope:
4.75” x 6.5”
(converted)
60% of acutal size
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