Ally Brand Documentation
Ally Brand Documentation
Ally Brand Documentation
Brand Guidelines
About these
guidelines
These guidelines are designed to help everyone at ally,
and our partners, to use our brand with confidence and
consistency.
Our brand is what sets us apart, defining our reputation and
aspirations. By using it effectively we will better establish our
leading position in the marketplace.
These guidelines have been designed to be easy to work with
and give you the flexibility you need to create the best work
possible.
Use these guidelines as what they are; guidelines. It is very
likely that one may find themselves in a position that has not
been addressed in these guidelines. Or that some guidelines
conflict when used in peculiar contexts. Use your initiative
to keep within the feel of the ally brand and make us look
awesome!
Contents
1.0 Brand introduction
1.1 Defining ally
1.2
Brand values
2.0 Logo
2.1 Master logo - stacked version
2.2
2.3
2.4
2.5
2.6
2.7
3.0 Colours
3.1 Colour Scheme
4.0 Typography
4.1 Primary Typeface
4.2
Secondary Typeface
5
5
24
26
9.0 Iconography
9.1 Usage of the icons
28
7
7
8
8
9
9
10
12
10.0 Presentations
10.1 Presentation style
14
14
5.2
5.3
5.4
5.5
6.0 Adverts
6.1 Social media ads
6.2 Mockups
16
16
17
18
19
21
22
12.0 Contact
30
31
33
34
35
36
Our brand values define us not only through our applications but in
our customers perception of who we are.
Reliable - Our users know they can always rely on our service.
Approachable - Were fun and easy going.
Determined - Were on a mission to make the world a better place!
Innovative - Were using the latest technology in creative ways to
achieve our goal.
2.0 Logo
Mono
Mono on black
ally blue
Mono
Mono on black
ally blue
Mono
Mono on black
ally blue
Mono
Mono on black
w: 8mm / 25px
w: 15mm / 40px
w: 30mm / 85px
10
01.
02.
03.
04.
05.
06.
07.
08.
09.
10.
3.0 Colours
11
12
ally Blue
Green
Turquoise
Orange
Grey
White
HEX 3282c4
C78 M42 Y0 K0
R50 G130 B196
HEX 27bfb0
C70 M0 Y39 K0
R39 G191 B176
HEX 27b1be
C72 M7 Y26 K0
R39 G177 B190
HEX ff9433
C0 M51 Y87 K0
R255 G148 B51
HEX 4f616e
C72 M54 Y44 K19
R79 G97 B110
HEX ffffff
C0 M0 Y0 K0
R255 G255 B255
4.0 Typography
13
14
ABCabc
ABCabc
Regular 72pt
Bold 72pt
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
(!@$%^&*<>?:|{}_+) 0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
(!@$%^&*<>?:|{}_+) 0123456789
ABCabc
ABCabc
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
(!@$%^&*<>?:|{}_+)
0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
(!@$%^&*<>?:|{}_+)
0123456789
4.2 Secondary
Typeface
Our secondary typeface is Helvetica Neue.
This is the font we use in the app itself as it
has exceptional flexibility for languages and
platforms.
This font should only be used other than in the
app when Asap is not available.
Regular 72pt
Bold 72pt
15
5.1 General
photography style
The general photography style consists of
bright pictures in daylight, showing vivid
colours in a low depth of field.
When taking photographs ask yourself:
Does the image feel natural, observed and
shot on a real location?
Is the image full colour and treated in the
same way as other ally images?
Does the image feel unique and not like a
stock photo?
Is the photo friendly and approachable?
Does it represent the core brand values of
ally?
16
17
5.4 Event
photography
Where possible: reduced highlights increased
brightness. Shows representatives of ally on
panel discussions, networking and notable
people visiting the ally office.
18
19
6.0 Adverts
20
21
02.
03.
04.
6.2 Mockups
We often need to show off new features in our
app both in slide decks and adverts. To ensure
we remain consistent and professional, we use
phone mockups around our screenshots.
Please make sure the status bar is clean with
full battery and full signal strength.
22
23
24
iOS
Android
25
26
01.
02.
03.
9.0 Iconography
27
28
10.0 Presentations
29
10.1 Presentation
style
Consistency is key in presentation material.
Pitches to investors and business partners
must be clear and simple but following these
guide lines.
For best results, produce every slide deck in
Keynote using the ally presentation theme.
Every slide deck should begin with the ally
logo and claim. Every page after should have
the horizontal master logo in the bottom right
corner.
Every icon should be ally blue. And every map
should be white. (See 10.2)
All screenshots should never be without a
phone mockup and should never have a
background.
All pictures should be full bleed.
30
31
32
33
34
- Thank you so much for messaging us. We are happy to hear you like the new feature, what a
perfect way to start a new week!
- Danke fr Dein Lob, so starten wir doch gleich besser in die Woche/das ist ein guter Abschluss fr
die Woche
- Thats amazing, Im very glad you like it. Keep enjoying the app, we are happy to have you
onboard.
- Thank you for the tip, enjoy allryder on your xx (bike/car/pt).
35
12.0 Contact
36
Nick Morgan-Jones
Visual Designer
Kate Saunders
Product Designer
Laura Burger
Head of Product
nick@allyapp.com
kate@allyapp.com
laura@allyapp.com