BRAND GUIDELINES
SEPTEMBER 2014
7059.0914
CONTENTS
Primary Logo
3
Endorser’s Logo Lockup
4
Secondary Logos, Black And White
5
Margins And Minimum Size
6
Incorrect Usage
7
Graphic Element
8
Brand Colors
9
Product Imagery
11
Info-Graphics12
Kiosk Imagery
13
Consumer Marketing
14
Consumer Typography
15
Mascot Imagery
17
Consumer Kiosk
18
Consumer Examples
19
Law Enforcement Marketing
20
LE Typography
21
LE Kiosk Examples
23
LE Examples
24
Contact Us
25
2
ecoATM | BRAND GUIDELINES
PRIMARY LOGO
The ecoATM logo and colors are key elements for establishing and
maintaining the identity of ecoATM. They need to be used appropriately
and consistently across all printed and on-screen applications. It is vital
the logo retains its intended shape, form and color.
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ecoATM | BRAND GUIDELINES
ENDORSER’S LOGO LOCKUP
To build an association between the LOB brands and the parent
company name, it’s important that all Outerwall lines of business
be accompanied by the endorser line, ‘Inspired by Outerwall.’
This line reinforces the hierarchy of the Outerwall parent company
to our lines of business, and clearly establishes the LOB’s as peers.
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ecoATM | BRAND GUIDELINES
SECONDARY LOGOS, BLACK AND WHITE
Certain instances will require that the
logo be reproduced without color. In
these instances, the black one-color
ecoATM logo is provided. Always
make sure there is enough contrast
between the background and the logo.
A one-color white option is also
provided, which is to be used on full
color backgrounds. Always ensure
there is enough contrast between
the background and the logo.
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ecoATM | BRAND GUIDELINES
MARGINS AND MINIMUM SIZE
A clear space is defined to maintain the impact and integrity of the
logo. If the minimum clear space is not applied, these attributes will
be compromised. The margin is defined so the logo is not crammed
into the corner of a page. The logo must always be one half of an
inch from the edge of the page.
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ecoATM | BRAND GUIDELINES
.75”
60px
Minimum Print Size
Minimum Digital Size
To ensure legibility, the logo may not be reproduced any
smaller than these dimensions for printed and web materials.
INCORRECT USAGE
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ecoATM | BRAND GUIDELINES
GRAPHIC ELEMENT
The motif is used to fill white space
in documents and layouts, making
them look more appealing and
creating a memorable look. The
design language of the element is
organic, almost leaf-like, tying it into
the ecological message of ecoATM.
The motif can appear horizontal
across the page or at an angle
in any corner. It should not be
screened back, tinted, stretched,
or used in its entirety.
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ecoATM | BRAND GUIDELINES
BRAND COLORS
COLOR
PMS
CMYK
RGB
HEX
BLUE
321C
100, 2, 32, 12
0, 139, 149
00969f
GREEN
361C
75, 0, 100, 0
52, 178, 51
2cb34a
The primary brand colors are blue and green and should
be present in any ecoATM branded piece of collateral.
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ecoATM | BRAND GUIDELINES
SECONDARY BRAND COLORS
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ecoATM | BRAND GUIDELINES
COLOR
PMS
CMYK
RGB
HEX
LIGHT BLUE
3105C
50, 0, 12, 0
113, 214, 224
86d2e0
LIGHT GREEN
382C
28, 0, 92, 0
190, 214, 0
c3d82d
ORANGE
165 C
0, 68, 98, 0
255, 99, 25
f36f21
GRAY
GRAY 25
0, 0, 0, 75
63, 63, 63
3f3f3f
PRODUCT IMAGERY
SIMPLE AND STRAIGHTFORWARD
At this point in ecoATM’s life, photography has not been integrated into the marketing materials.
Instead, we lean heavily on the kiosk as the hero and make liberal use of flat areas of on-brand color
in vector illustrations of relevant content such as phones, tablets, MP3 players and other electronics.
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ecoATM | BRAND GUIDELINES
INFO-GRAPHICS
Facts are often to be called out and illustrated with an icon or picture. These facts should be short
and readable, and generally appear in DIN Next W1G Bold reversed out over a rounded rectangle of
a supporting color. The icons appear in a simplified fashion in white and supporting colors without
shadows, gradients or texture.
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ecoATM | BRAND GUIDELINES
KIOSK IMAGERY
THE KIOSK AS A HERO
Whenever applicable, the kiosk should be displayed at a three quarter angle, facing right or left. The front facing view can be
used if appropriate, like in a line-up. Line-ups should usually use front facing kiosks due to varying angles and perspectives.
The kiosk’s upper advertising screen should be present in all images to keep an accurate representation of the kiosk.
13
ecoATM | BRAND GUIDELINES
CONSUMER MARKETING
FUN, FRESH, & ACCESSIBLE
Material tailored to the consumer needs to be many things. It needs
to be fun, friendly, easy to read and understand, eye catching, and
meaningful. Plenty of white space is used to promote a clean feel
and give a relaxing viewing experience. The supporting colors come
in handy when trying to get the attention of an on-the-go consumer
and the messaging needs to be cut down to short, concise and
powerful statements.
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ecoATM | BRAND GUIDELINES
CONSUMER TYPOGRAPHY
HEADLINES
Headlines appear in Din Rounded regular 34 point font
with size 34 leading, not medium and never bold. Often,
headlines will appear in all caps. Green is the primary
color for headlines.
EXAMPLE HEADLINE
SUB-HEADLINES
Subheads will also appear in Din Rounded Regular in size
13 point font with size 15 leading. Blue is the preferred
color for sub-heads. 10 pt of leading space should come
before it, and 5 pts of leading space after.
EXAMPLE SUB-HEADLINE
BODY COPY
Din Next W1G Regular should always be used for body
copy at 90% grey 10 point font with 13 as the leading.
An extra 5 pts of leading should go between paragraphs.
One or two columns is standard. Text is most often left
aligned, not centered, and not shaped around objects.
Left Justifying text is occasional.
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ecoATM | BRAND GUIDELINES
Example of body copy in Din Next W1G. Lorem ipsum
dolor sit amet, consectetur adipiscing elit. Donec
adipiscing augue elementum porttitor posuere.
Pellentesque eget ipsum sed in eget orci pellentesque.
BULLETED LISTS
Bullet points are used to convey information quickly,
supplementing paragraphs of information or to replace
lengthy blocks of text. They appear as small circles of
light green. The bullets should be the same size as the
type,10 pts.
• Example of bulleted list
• Example of bulleted list
• Example of bulleted list
CALL TO ACTION
Call to actions are usually in lowercase Din Rounded bold.
This is one of the only uses for the Din Rounded Bold,
and it is never used in headlines or in caps. Click-able
CTAs from now on will have a button in blue with the text
reversed out in Din Rounded Regular.
WEB TYPOGRAPHY
When Din cannot be used, Arial and Arial Rounded can
be substituted, matching the weight and size of what it
would appear as in Din.
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ecoATM | BRAND GUIDELINES
Learn more about ecoATM
EXAMPLE OF ARIAL
Example of Arial. When Din cannot be used,
Arial and Arial Rounded can be substituted,
matching the weight and size of what it would
appear as in Din.
MASCOT IMAGERY
THE ECO ROBOT AS A SUPPORTING ELEMENT
Meet Eco, the friendly ambassador who embodies the giving green machine mind-set.
He lives in marketing materials and ecoATM screens, and acts as the guide for the
consumer through the ecoATM process for a more personal customer experience.
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ecoATM | BRAND GUIDELINES
CONSUMER KIOSK
HELPING TO REINFORCE THE BRAND
Meet Eco, the friendly ambassador who embodies the giving green machine mind-set. He lives in marketing
materials and ecoATM screens, and acts as the guide for the consumer through the ecoATM process for
a more personal customer experience.
ACCEPTABLE KIOSK-ROBOT LOCKUPS
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ecoATM | BRAND GUIDELINES
CONSUMER EXAMPLES
CORPORATE FACT SHEET
AMERICANS AND
THE MODERN DAY
RECYCLING DILEMMA.
%
46
ecoATM GROWTH
The first ecoATM was installed in September
2009, and there are approximately 900 (1) kiosks
in malls and select Walmart locations
nationwide.
%
%
86
%
80
77
TM
ecoATM currently holds nine U.S. and
international patents, with 20 additional patents
pending.
ecoATM recycled its three millionth mobile
device in August 2014.
Less than half of device
owners would consider
recycling old gadgets.
ecoATM has won several awards for innovation
including the Edison Award for Innovation in
Environment and Conservation (2013); CEA
Innovation Entrepreneur Awards Small Business
of the Year (2012); TechCrunch Crunchie Award
for Best Clean Tech Start Up (2012)
Percent of device owners that
believe recycling is safe.
Device owners that believe
recycling is worth doing.
ENVIRONMENTAL
FACT SHEET
Device owners that know it’s
possible to recycle unwanted
devices in drop-off bins inside
cell phone provider stores
or online trade-in programs.
%
55
Cash given for mobile devices ranges from $1 to
$300 per device, and every transaction provides
an opportunity to donate some or all proceeds
to charity.
ecoATM was acquired by Outerwall in July 2013
and operates as a wholly owned subsidiary
based in San Diego.
Device owners that
believe recycling is good
for the environment.
Nearly four in ten device owners
(39 percent) own at least two cell phones.
Percent of device owners
that know automated
recycling kiosks exist.
%
20
%
12
Device owners that
incorrectly believe that
placing old devices in
any recycling bin could
be a viable option.
Less than half (49 percent) of those four have
sold, recycled or given their old smart phones
to someone else after they are done using it.
1. Number as of December 2013
2. As of December 2013
%
12
ecoATM.com | ecoATM.com/helping-the-environment
Nearly one in three device
ownersinformation
Contact
[email protected]
for more
When upgrading a device,
12 percent
would just store their old devices
of device owners would consider throwing
10515 Vista Sorrento Parkway,
San
somewhere in
theirDiego
homes. CA 92121
their old gadget away in the garbage.
©2014 Outerwall Inc. All Rights Reserved. ecoATM and their associated logos are trademarks of Outerwall Inc. or its subsidiaries. 6873.0214
6969.0414
©2014 Outerwall Inc. All Rights Reserved. OUTERWALL, ecoATM and their associated logos are trademarks of Outerwall Inc. or its subsidiaries. 6944.0414
ED
UN I T
500,000 lbs of
devices - Three space
shuttles worth of
plastics, metals and
potentially toxic
materials
A SINGLE KIOSK
The annual environmental impact of a
single ecoATM kiosk is an energy
savings equivalent to removing more
than 4 houses from the grid. In 2013,
t h e e c o AT M n e t wo r k o f k i o s k s
resulted in a savings equivalent of
enough electricity to power more than
2,750 U.S. homes and a hazardous
waste reduction equivalent to the
weight of 267 refrigerators
TM
We partner with the best
e-waste reclamation
facilities in the country
E-WASTE FACTS
26
ecoATM | BRAND GUIDELINES
The concept of ecoATM formed when the company founders realized that only 8 percent of devices were being recycled each
year (according to a Nokia report), which was staggering since there were millions of devices available. This contributed to
how many millions of unused mobile and electronic devices were entering landfills as toxic e-waste annually. To solve this
technology problem, ecoATM turned to technology itself and developed the ultimate solution by providing convenience and
an immediate financial incentive for people to responsibly recycle used electronics.
OUR ENVIRONMENTAL COMMITMENT
ecoATM is committed to supporting the highest environmental standards in the industry, which includes being certified to
R2 and ISO 14001 standards. Additionally, all of our recycling partners and ecoATM are active in a variety of industry organizations focused on evolving e-waste legislation and defining best practices for the industry, including The Consumer
Electronics Association (CEA), The Electronics Recycling Coordination Clearinghouse (ERCC) (founding member) , and The
Device Renewal Forum (DRF).
THE REUSE AND RECYCLING OF MATERIALS
Today, the
average US
home has 26
electronic
devices
19
LA
ES
I LV E R - D O L
1,544 lbs of silver Enough to create
22,540 American Eagle
silver dollar coins
(made of .0685
pounds of silver)
OUR VISION
To learn more and find a kiosk near you, go to www.ecoatm.com
ecoATM is certified to the highest eWaste and data security standards including ISO14001, R2, ISO27001
© 2014 Outerwall Inc. All Rights Reserved. OUTERWALL, ECOATM and their associated logos are trademarks of Outerwall Inc. 0000.0314
70,000 lbs of copper Enough to create a
second Statue of Liberty
(made of 62,000 pounds
of copper) and still have
extra
R
IN
F
Don’t dump it. Get paid for it. Just bring your old or unused electronic devices to
EarthFair 2014 and visit ecoATM—the world’s first e-waste recycling kiosk. It’s a quick
and safe way to prevent harmful elements from reaching landfills and polluting the
planet. A machine will be on-site April 27, so don’t forget to bring that outdated phone
or broken iPod Mini to the ecoATM kiosk.
z.
Got an old cell phone, MP3 player or tablet you’re not using anymore?
1o
TM
S O F AM
AT E
E
ST
CA
Introducing ecoATM
ECOATM ENVIRONMENTAL BENEFITS
2 MILLION DEVICES AND COUNTING...
RI
The Giving
Green Machine
THE COMPANY FOUNDERS REALIZED
THAT ONLY 8% OF DEVICES WERE
BEING RECYCLED
According to Pew
Research Center,
91% of American
adults own a cell
phone, and 55%
own a smartphone
According to the U.S.
EPA, less than 20
percent of unwanted
cell phones are
recycled each year
According to the U.S.
National Center for
Electronics Recycling
(NCER) and MIT, the U.S.
generated about 258.2
million units of used
computers, monitors, TVs
and cellphones in 2010,
171.4 million of which were
collected for recycling
The majority of consumer electronics contain toxic materials such as lead, arsenic and a variety of other materials that pose
a threat to the environment and human health. The first and best thing we can do is to extend the life of existing devices as
long as possible so that there is no need to build new devices to take their place. The next best thing we can do is to
responsibly reclaim materials from devices that are truly end-of-life. For the devices that ecoATM collects which we cannot
find a second life, we partner with the best e-waste reclamation facilities in the country to ensure those materials,
particularly the precious metals, are reclaimed and reused in place of mining new materials and precious metals from the
Earth.
LAW ENFORCEMENT MARKETING
TRUSTWORTHY & COMMITTED
We take our correspondence with Law Enforcement seriously.
In our Law Enforcement marketing material, the message takes
priority over aesthetics. Our intentions with Law Enforcement are
to gain trust and promote collaboration.
Designs tailored towards Law Enforcement feature less color
than consumer centered ads and leave out the friendly robot. The
ecoATM kiosk has many features that help prevent phone theft and
make tracking down criminals easy for Law Enforcement, but in
collateral, we only focus on the positive by omitting negative words
such as “criminal” and “theft”.
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ecoATM | BRAND GUIDELINES
LE TYPOGRAPHY
HEADLINES
Headlines appear in Din Next W1G Bold 34 point font
with size 34 leading. Headlines will primarily appear in
all caps. Green and Blue are both used for headlines, but
if sub-headlines are present, Headlines will appear in
green. The mantra for Law Enforcement is Safe, Secure,
Innovative. When stacking these words on three lines,
forgo punctuation, but when presented on one line,
include commas.
EXAMPLE HEADLINE
SUB-HEADLINES
Subheads will appear in Din Next W1G Regular in size 13
point font with size 15 leading. Blue is the preferred color
for sub-heads. 10 pt of leading space should come before
it, and 5 pts of leading space after.
EXAMPLE SUB-HEADLINE
BODY COPY
Din Next W1G Regular should always be used for body
copy at 90% grey 10 point font with 13 as the leading.
An extra 5 pts of leading should go between paragraphs.
One or two columns is standard. Text is most often left
aligned, not centered, and not shaped around objects. Left
Justifying text is occasional.
21
ecoATM | BRAND GUIDELINES
Example of body copy in Din Next W1G. Lorem ipsum
dolor sit amet, consectetur adipiscing elit. Donec
adipiscing augue elementum porttitor posuere.
Pellentesque eget ipsum sed in eget orci pellentesque.
BULLETED LISTS
Bullet points are used to convey information quickly,
supplementing paragraphs of information or to replace
lengthy blocks of text. These are especially useful for Law
enforcement to make information easier to display. They
appear as small circles of light green. The bullets should
be the same size as the type,10 pts.
• Example of bulleted list
• Example of bulleted list
• Example of bulleted list
CALL TO ACTION
Call to actions are usually in lowercase Din bold.
Go to ecoATM.com/law-enforcement for more info
WEB TYPOGRAPHY
When Din cannot be used, Arial and Arial Rounded can
be substituted, matching the weight and size of what it
would appear as in Din.
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ecoATM | BRAND GUIDELINES
EXAMPLE OF ARIAL
Example of Arial. When Din cannot be used,
Arial and Arial Rounded can be substituted,
matching the weight and size of what it would
appear as in Din.
LE KIOSK EXAMPLES
THE KIOSK AS AN INNOVATIVE TOOL
When we display the kiosk to persons in Law Enforcement, it is meant to aid with “Transparency and Collaboration”
by pointing out the features in secondary brand colors that prevent phone theft and make catching criminals fast and
efficient. These lines are not always needed and it is also appropriate to keep the kiosk as a stand-alone element.
23
ecoATM | BRAND GUIDELINES
LE EXAMPLES
PartnerinG WitH
laW enforceMent
safe
secure
THE E-WASTE CHALLENGE
A SAFE PLACE TO RECyCLE
americans buy over 150 million new phones per year and
growing. less than 20 percent of unwanted cell phones are
recycled each year. the majority of consumer electronics
contain toxic materials such as lead, arsenic, and a variety
of other materials that pose an extreme threat to the
environment and human health. the first and best thing we
can do is to extend the life of existing devices so that there
is a lesser need to build new devices. the next best thing we
can do is to responsibly reclaim materials from devices that
are truly end-of-life.
our mission is to inspire mass consumer participation in
e-waste recycling by providing a convenient, safe and secure
place for people to responsibly recycle their used and broken
portable electronics.
ecoatMtM—the first e-waste recycling kiosk—was invented to
help solve the e-waste challenge by providing a safe, secure,
and innovative place for people to responsibly recycle their used,
broken or unwanted mobile devices for instant cash. We have
created technology to solve the problem that technology created.
innovative
OuR COMMITMENT
safety and security are of utmost importance to ecoatM.
We are committed to establishing lasting and collaborative
relations with our law enforcement associates. cell phone
theft has become one of the leading crimes in the united
states. ecoatM has recognized the severity of the issue
and is committed to finding solutions to combat it, starting
with stringent security of our kiosks. We have implemented
extensive security features and processes to deter the sale
of any stolen device. We also provide detailed information to
law enforcement about each and every transaction, and in
the rare case that a stolen phone does make its way into our
kiosk, we also provide law enforcement with the information
and evidence they need to prosecute the individual and return
the stolen property to the victim, promptly upon request and
without the need for a subpoena or search warrant.
We have designed the kiosk to be easy and efficient for use
by consumers, but behind the scenes is state-of-the-art
technology that includes patented, advanced machine vision,
electronic diagnostics, and artificial intelligence. Moreover,
the kiosk is composed of extensive security features and
processes. While the vast majority of people who recycle are
honest law abiding citizens, ecoatM recognizes that there
will be some dishonest people who try to exploit any system.
this booklet presents the ways in which ecoatM works with
law enforcement and introduces the departments dedicated
to the unwavering support of and proactive collaboration
with law enforcement. the booklet also outlines the
extensive security features and processes of ecoatM that
deter the sale of any stolen devices, as well as details the
tools we provide law enforcement for investigating and
prosecuting suspected cell phone thieves. finally, this
booklet presents the services we offer to law enforcement
and the community to spread awareness and promote
mobile phone safety.
A SINGLE kIOSk
the annual environmental impact of a single ecoatM kiosk
is an energy savings equivalent to removing more than 4
houses from the grid. the ecoatM network of kiosks in 2013
resulted in the electricity to power more than 2,750 u.s.
homes and a hazardous waste reduction equivalent to the
weight of 267 refrigerators.
in communities all across the country, ecoatM is helping law
enforcement track down and capture cell phone thieves—and
reunite victims of cell phone theft with their stolen property.
26
Today, the
average uS
home has 26
electronic
devices
72
According to Pew
Research Center,
91% of American
adults own a cell
phone, and 55% own
a smartphone
According to the u.S.
EPA, less than 20
percent of unwanted
cell phones are
recycled each year
105,822 pounds of
copper: equal to the
amount of copper in
72 Liberty Bells
3
laW enforceMent
assistance features
toP security features
ABILITy FOR POLICE TO OPEN
kIOSk SHOuLd THEy NEEd TO
RETRIEvE PHONE
3 HIGH-RESOLuTION
CAMERAS
law enforcement personnel who need access to a
device inside the kiosk can simply call ecoatM and
we can open the door remotely at any time. once an
officer’s iD and law enforcement credentials have
been validated, the front door of the kiosk will be
automatically opened and a specialist will be available
to help secure the device you are looking for.
cameras capture multiple
images of sellers in real
time. these photos are
collected and provided in
every transaction report.
EACH CAMERA
IS A WEBCAM
RETuRN OF REPORTEd
STOLEN ITEMS
a live ecoatM attendant
monitors every transaction
in real time.
ecoatM will respond quickly and diligently to any
request from law enforcement to research and/or
return reported stolen devices that may have been
collected by the kiosk. any reported stolen devices
will be returned with no subpoena or search
warrant required and at no cost to the victim.
THuMBPRINT
SCANNER
valid thumbprint capture
on every transaction. the
thumbprint is included in
every transaction report.
30-dAy INvENTORy HOLd
ecoatM voluntarily holds all inventory collected
for a minimum of 30 days. We comply with all
jurisdictions where the mandatory hold is longer
than 30 days. once the hold period has passed
we ship the devices to our buyers from our
headquarters in san Diego, ca.
CAPTuRES
SERIAL NuMBER
& dEvICE PHOTOS
the ecoatM electronically
extracts the serial number
(iMei, MeiD, etc.) for each phone
if technically possible. images
of the device are included on the
transaction report.
REPORTING OF TRANSACTIONS
ecoatM will voluntarily report all transactions
to law enforcement in any method they prefer,
including mail, fax, email, or any online reporting
systems. We have a partnership with leadsonline
that will offer all officers access to ecoatM on
leadsonline free of cost. We’re also happy to do
the searching for you. Just call us and we’ll get
started.
Id vALIdATOR
valid iD required for every
transaction. Photos of the actual
iD are captured and added to
every transaction report.
4
24
8
ecoATM | BRAND GUIDELINES
•
full transparency
•
We’ll report in whatever method you prefer
•
easy access to photos, serial numbers, and
other information about sellers
NO WARRANTS/SuBPOENAS
We do not require a search warrant or subpoena
and we will provide any device(s), and associated
records in our possession upon request. if any
officer has an investigative interest in a device that
is currently deposited in one of our kiosks, they
may simply visit the kiosk, call us, and present
their credentials to the kiosk camera, and we will
remotely open the kiosk to allow the officer to
recover any device.
“dO NOT Buy” LIST
ecoatM works with law enforcement to implement
a “do not buy” list, which bans individuals from
utilizing an ecoatM kiosk. additionally, if an
individual is identified by law enforcement as having
sold a stolen device at an ecoatM, we electronically
“ban” that individual from conducting further
transactions at ecoatMs.
dEvICE FLAGGING
if you call or email our regulatory affairs
Department, we can check iMei/MeiD and
hardware serial numbers in our system to
determine if a specific device was received by
ecoatM. if the device in question has not been
received by ecoatM, we can create an automated
flag which will alert us and enable us to alert you if
the device is recycled at an ecoatM.
PROud SuPPORTER OF:
CONTACT US
CONTACT:
We hope these visual identity guidelines
have provided the necessary tools and
guidance to create clear and consistent
ecoATM communications materials.
For more information about or help
with using these guidelines, contact:
[email protected]
Artwork is available from the Media
Center on our corporate website.
http://www.outerwall.com/media
25
ecoATM | BRAND GUIDELINES
©2014 Outerwall Inc. All Rights Reserved. OUTERWALL, ECOATM and their associated logos are trademarks of Outerwall Inc. or its subsidiaries. 7059.0914