Official Websites

• https://www.abtasty.com
• http://www.abtasty.com/careers

Brand Guidelines

2019

Brand Summary

Mission

• To provide marketing, product and tech teams with an easy-to-use customer experience optimization platform for faster revenue generation and to deliver outstanding user experiences every day [^1].

Core Values

• Team spirit
• Enthusiasm
• Agility and innovation
• Kindness
• Client satisfaction

Target Audience

• Marketing, product, and technical teams at large enterprises seeking to optimize digital experiences, increase customer satisfaction, and drive ROI quickly [^2].

Personality Traits

• Playful
• Empathic
• Curious
• Driven
• Happy
• Open
• Innovative
• Cool
• Flexible
• Respectful
• Straightforward
• Confident

Visual Identity Overview

• The visual identity is defined by a vibrant color palette (teal, red, blue, green, turquoise, purple, dark blue), geometric and angular visual language (key angles 10º and 66º), bold and modern typography (Criteria CF for headlines, Montserrat for body text), clean logo usage with clear space, and a mix of illustration, iconography, and photography that emphasizes people, places, and tools in collaborative, urban environments [^3].

Categories

Brand Voice

• Playful, Empathic, Curious and Driven.
• Speed + Playful.
• Our brand embodies our team spirit of playfulness and collaboration. We’re inclusive, welcoming and fun.
• We love what we do and we’re not ashamed to let the world know. We act like a challenger.
• We are on the edge of what’s possible and push new boundaries, but we don’t use dizzying jargon or overly technical language.
• We care. We’re always there for our colleagues, partners and customers.
• We work hard to understand our customers needs, always putting them first. Positioning features and products as solutions to their challenges
• How we come across to our audience can be expressed in four words. Always bear these in mind when writing for us.
• Playful Curious Empathic Driven
• We’re not Traditional Corporate Robotic Irreverent Complex Stuffy Passive Insular Serious Slow
• We are Happy Open Playful Fast Innovative Cool Flexible Respectful Straightforward Confident
• Quirky, but not inappropriate Funny Serious We’re light-hearted and playful. We don’t take ourselves too seriously, but we’re never childish or silly. We don’t make fun of others, we celebrate making mistakes. And we always aim to put a smile on peoples’ faces. If humor feels appropriate, go for it, but never make it feel forced.
• Gracious, but not stuffy Irreverent Respectful We care a lot about our customers and always strive to make a positive impact. We’re never elitist or snobbish towards others. We do our thing and we do it well. We let our product do the talking. Bragging or showing off isn’t our style, but we can make a point if we can back it up with facts.
• Conversational, but not complex Casual Formal We want to be a breath of fresh air in an otherwise figure-heavy, ones and zeros industry. So keep it conversational, ask questions and abbreviate words or phrases where possible. And don’t waffle, we always get to the point and keep our message clear.
• Energetic, but not erratic Enthusiastic Matter of fact We’re always looking ahead to the future. In-person we’re bright, passionate and full of energy, so remember to bring it through in our writing too. But don’t go off on confusing tangents. Keep your writing clear and always provide a direct solution.
• The right words make us who we are, here’s a few to get you sounding like us. Speedy / Nimble / Swift Ambitious / Forward / Growing People / Team / Family Drive / Vision / Courageous Fun / Play / Amusing Clear / Straightforward / Easy Create / Make / Collaborate Tools / Tech / Innovative
• The bad Sluggish / Slow / Gradual Complacent / Stable / Safe Workforce / Employee / Staff Risk / Hurdle / Caution Serious / Work / Logic Complex / Dense / Difficult Procure / Performance / Implement Solutions / Technology / Systems
• Our audience is broad, so knowing who you’re writing for is crucial. Consider being less technical if you’re writing for marketers and more technical if you’re writing for product teams and developers.
• Standards to keep you on track when writing the AB Tasty way.
• We use American English We write for a global audience, so use American English. Remember, Personalization, not Personalisation, Organization not Organisation.
• Lose the jargon Avoid using stuffy, corporate industry words. Try to always find a clearer alternative.
• Keep it clear and concise Try not to waffle. Keep your sentences around 15 words long.
• Talk collectively We’re one big family at AB Tasty. It means a lot to us, so use words like ‘us’, ‘we’ and ‘together’.
• Active language We’re confident and ambitious as a brand, avoid using passive language. For example, “We’ll get you working faster in no time.” Not “You’ll be working faster in no time.”
• Contractions We’re a conversational brand, so try to use common contractions when possible. Word’s like, we’ll, don’t, isn’t, it’s, you’re.
• Use sentence case We use sentence case in our writing, meaning a capital letter starts the first word of a headline or sentence but does not appear after that; with the exception always being proper nouns. Remember, Tone of voice guide not Tone of Voice Guide.

Brand Imagery

• The angles within our logo form the foundation of our visual language, bringing direction. We use them to provide a framework for structured, impactful communications.
• Our key angles Our two key angles are 10º and 66º respectively. Keep these in mind when creating visual communications.
• Using 10º and 66º as a guide, create visual momentum through the use of block color and keylines. Always ensure the direction of momentum flows from the bottom left, to the top right of all visual communications.
• Be sure to preserve our core brand angles throughout our communications.
• Preserve visual momentum from bottom left, to top right at all times. Our core angles of 10º and 66º should be used to create momentum from the bottom left, to the top right of any visual execution. Do not place elements sporadically.
• Do not overlap or converge elements to make new shapes Use mixed keyline / filled core shape overlaps sparingly, they should never be used to create alternative shapes.
• Thematically, our photography should always display one of the following; People, places and things. From our working environment, to our colleagues and tools with which we do our work.
• Be sure to use adequately licensed photography in any application.
• Photography in layout Use angled containers to house photography. Color blocks can overlap, or multiply to maintain sense of movement and progression.

Color Palette

• Our palette gives us impact and vibrance across all applications.
• Notes on tint usage
• Primary Teal RGB 33, 121, 129 HEX #217981 CMYK 100, 0, 30, 26 Pantone 7713
• Secondary Red RGB 255, 82, 82 HEX #ff5252 CMYK 0, 86, 63, 0 Pantone 032 Blue RGB 76, 162, 205 HEX #4ca2cd CMYK 86, 8, 0, 0 Pantone 299 Green RGB 77, 219, 184 HEX #4ddbb8 CMYK 62, 0, 36, 0 Pantone 7465 Turquoise RGB 17, 212, 212 HEX #48d4d4 CMYK 90, 0, 32, 0 Pantone 7466 Purple RGB 147, 129, 218 HEX #9381da CMYK 46, 57, 0, 0 Pantone 3575 Dark blue RGB 0, 64, 82 HEX #004052 CMYK 89, 42, 29, 50 Pantone 2181
• Red (40% Tint) Blue (40% Tint) Green (40% Tint) Turquoise (40% Tint) Purple (40% Tint) Dark Blue (40% Tint)
• Tinted variants of our palette are intended for fill colors and illustrative elements, they should only be used for typography when overlaid on a primary background with suitable contrast.
• Our gradient colors can be used for both background fills and typography.
• Gradients should run from the bottom left to top right corner of any given container. Refer to AB-Tasty_Graidents.ase in the supplied marketing assets for swatches and color values.
• Used for strong, legible typography and as background fills.
• For body text only (when shown on white)
• For background fills and UI elements only
• Black RGB 0,0,0 #000000
• Dark grey RGB 66 66 66 #666666
• Mid grey RGB 102 102 102 #999999
• Light grey RGB 180 180 180 #CCCCCC
• RGB 0,0,0 #000000 60% Tint
• RGB 0,0,0 #000000 30% Tint
• RGB 0,0,0 #000000 8% Tint
• This palette is specific to the Flagship product and is not to be used in core AB Tasty communications.
• Primary colors Hover Canary Gradient #D01C6C #FF6842 Pink #DE436F Background #272727 Background Nav & Modal #343434
• Line #D90027 Border form default & Text Inactive #707070 Border From Focus #AFAFAF Text #FFFFFF
• Hover colors Hover Canary Gradient #D01C6C #FF6842 Hover / Pink #D90027
• Support colors Danger #E60029 Hover / Danger #D90027
• Graph colors #028C9A #0C2AD #1206F6 #7300C2 #F67806 #E5B21D

Typography

• Our primary display font, Criteria CF is a geometric sans built with simple, efficient construction. Straight lines and clean circles combine with a tight vertical design that allows for cleanly-stacked lowercase text and striking headlines.
• Criteria CF (Extra Bold Oblique)
• Headline setting tips: Criteria CF When setting headlines, ensure type (Light) is always kerned optically, tracked negatively at a minimum of -10.
• For additional impact, keywords and phrases can be keylined for emphasis.
• Setting keyline type When outlining type, be sure to limit to one or two key words, or part of a phrase. Use sparingly for emphasis only.
• Keyline weights should be set at 2pt @ 100pt type size, and should be scaled proportionally (e.g. 1pt @ 50pt, 4pt @ 200pt etc) as per example shown.
• In both web and print applications, we use Montserrat for our text font.
• Body copy setting tips: When setting body copy, ensure type is always kerned optically, tracked negatively at a value of approximately -10.
• Digital fall-back font For applications where brand fonts cannot be embedded (email etc) we suggest rolling back to Calibri where appropriate.
• Download Montserrat from Google fonts.

Logo Usage

• Simplified (restricted use) For use in applications where the logo appears at less than 100px height (8mm for print).
• Our logo should always be given enough space around it for it to be legible and prominent. Our safe zone is based on the height of the ‘B’ character and there should never be any design elements type or iconography in this space to avoid crowding the logo.
• Only the primary AB Blue gradient should be used for all social platform profiles pictures.

Tone And Messaging

• Tone of voice

• Write the AB Tasty way So you’re looking to write the AB Tasty way? This guide will give you a breakdown on how we sound across all our channels, from out-of-home to on your phone, from Facebook to eBooks. But before we start, let’s talk a bit about our brand.

• Messaging house

• Our personality How we come across to our audience can be expressed in four words. Always bear these in mind when writing for us.

• Playful Curious Empathic Driven

• Our personality continued ### We’re not Traditional Corporate Robotic Irreverent Complex Stuffy Passive Insular Serious Slow ### We are Happy Open Playful Fast Innovative Cool Flexible Respectful Straightforward Confident

• Our tone ### Quirky, but not inappropriate Funny Serious We’re light-hearted and playful. We don’t take ourselves too seriously, but we’re never childish or silly. We don’t make fun of others, we celebrate making mistakes. And we always aim to put a smile on peoples’ faces. If humor feels appropriate, go for it, but never make it feel forced. ### Gracious, but not stuffy Irreverent Respectful We care a lot about our customers and always strive to make a positive impact. We’re never elitist or snobbish towards others. We do our thing and we do it well. We let our product do the talking. Bragging or showing off isn’t our style, but we can make a point if we can back it up with facts. ### Conversational, but not complex Casual Formal We want to be a breath of fresh air in an otherwise figure-heavy, ones and zeros industry. So keep it conversational, ask questions and abbreviate words or phrases where possible. And don’t waffle, we always get to the point and keep our message clear. ### Energetic, but not erratic Enthusiastic Matter of fact We’re always looking ahead to the future. In-person we’re bright, passionate and full of energy, so remember to bring it through in our writing too. But don’t go off on confusing tangents. Keep your writing clear and always provide a direct solution.

• Our tone - examples ### Quirky, but not inappropriate Funny Serious “Woohoo! Server-side just got super tasty” is too silly. “Our server-side technology will improve your business’s output” is too serious. Try something like: “Supercharged server-side has arrived”. ### Gracious, but not stuffy Irreverent Respectful “Our extensive widgets library means our competitors don’t even come close to what we offer” sounds snobbish. Try this: “We got the widgets to whizz you past the competition.” ### Conversational, but not complex Casual Formal “Yo, thanks for the request, we think you’re awesome!” is too colloquial. “Thank you for you’re request to demo our product. Our team will be in contact soon.” lacks any personality. Try this: “Thanks for the request! Let’s get you set up.” ### Energetic, but not erratic Enthusiastic Matter of fact “Our system accurately provides the right tools for you to reimagine customer experience” is too practical. “Get ready for a MIND-BLOWING world of infinite possibilities!!” is too intense. Try: “Experience optimization with infinite possibilities? Piece of cake.”

• Good words and bad words The right words make us who we are, here’s a few to get you sounding like us. ### The good Speedy / Nimble / Swift Ambitious / Forward / Growing People / Team / Family Drive / Vision / Courageous Fun / Play / Amusing Clear / Straightforward / Easy Create / Make / Collaborate Tools / Tech / Innovative ### The bad Sluggish / Slow / Gradual Complacent / Stable / Safe Workforce / Employee / Staff Risk / Hurdle / Caution Serious / Work / Logic Complex / Dense / Difficult Procure / Performance / Implement Solutions / Technology / Systems

• Know your audience Our audience is broad, so knowing who you’re writing for is crucial. Consider being less technical if you’re writing for marketers and more technical if you’re writing for product teams and developers. A tech-savvy audience (product teams and developers) In a headline: ### Server-side just got super fast In a sentence: Our server-side controls mean we’re the only platform that’s got your back when you need to test and experiment on your own servers. A non-tech-savvy audience (marketers) In a headline: ### Turbocharged testing In a sentence: Personalization features that support your team when your customer needs take a turn.

• Writing standards Standards to keep you on track when writing the AB Tasty way. ### We use American English We write for a global audience, so use American English. Remember, Personalization, not Personalisation, Organization not Organisation. ### Lose the jargon Avoid using stuffy, corporate industry words. Try to always find a clearer alternative. ### Keep it clear and concise Try not to waffle. Keep your sentences around 15 words long. ### Talk collectively We’re one big family at AB Tasty. It means a lot to us, so use words like ‘us’, ‘we’ and ‘together’. ### Active language We’re confident and ambitious as a brand, avoid using passive language. For example, “We’ll get you working faster in no time.” Not “You’ll be working faster in no time.” ### Contractions We’re a conversational brand, so try to use common contractions when possible. Word’s like, we’ll, don’t, isn’t, it’s, you’re. ### Use sentence case We use sentence case in our writing, meaning a capital letter starts the first word of a headline or sentence but does not appear after that; with the exception always being proper nouns. Remember, Tone of voice guide not Tone of Voice Guide.

• Copy examples Examples of what works (and what doesn’t) to keep you on the right track. ### For a headline: Bad: Generate reactions with Nudge Engagement Good: The secret to success (nudge, nudge) Bad: Personalize your customer journey Good: It’s about to get personalized Bad: Take control of customer experience Good: From AI to UI, you’re in control Bad: Get quantitative and qualitative insights fast Good: Get the right insights at record speed ### For a sentence: Bad: Leverage consumer psychology concepts and AB Tasty’s industry-specific knowledge with ready-to-use dynamic templates. Good: We’ve picked the best brains in the industry to give you ready-to-use dynamic templates. Bad: Every AB Tasty customer has access to Customer Success and Technical Experts. Good: Our customer service team of tech experts are always on hand to help you. Bad: With our arsenal of targeting criteria, serve tests, content and experiences to the audiences who will take action. Good: With our unique set of tools, test to your heart’s content, and deliver the right experiences to the right audiences.

• Elevator pitch ### Supersonic. That’s how web and product optimization should feel. AB Tasty gets you to better ROI quicker than anyone else. With embedded AI and automation, our experimentation and personalization platform creates richer digital experiences for your customers, fast. Forge deeper connections, increase revenue and if you’re not techy, no problem. Our easy-to-use features help you kick start a project in days, not months. Take the fastest route from A to B.

Brand Values

• Our values represent what we believe in. They are a steer for how we should act with clients and each other.
• 1 Team spirit Our brand embodies our team spirit of playfulness and collaboration. We’re inclusive, welcoming and fun.
• 2 Enthusiasm We love what we do and we’re not ashamed to let the world know. We act like a challenger.
• 3 Agility and innovation We are on the edge of what’s possible and push new boundaries, but we don’t use dizzying jargon or overly technical language.
• 4 Kindness We care. We’re always there for our colleagues, partners and customers.
• 5 Client satisfaction We work hard to understand our customers needs, always putting them first. Positioning features and products as solutions to their challenges

Visual Style

• Our palette gives us impact and vibrance across all applications.
• Primary Teal RGB 33, 121, 129 HEX #217981 CMYK 100, 0, 30, 26 Pantone 7713
• Secondary Red RGB 255, 82, 82 HEX #ff5252 CMYK 0, 86, 63, 0 Pantone 032 Blue RGB 76, 162, 205 HEX #4ca2cd CMYK 86, 8, 0, 0 Pantone 299 Green RGB 77, 219, 184 HEX #4ddbb8 CMYK 62, 0, 36, 0 Pantone 7465 Turquoise RGB 17, 212, 212 HEX #48d4d4 CMYK 90, 0, 32, 0 Pantone 7466 Purple RGB 147, 129, 218 HEX #9381da CMYK 46, 57, 0, 0 Pantone 3575 Dark blue RGB 0, 64, 82 HEX #004052 CMYK 89, 42, 29, 50 Pantone 2181
• Tinted variants of our palette are intended for fill colors and illustrative elements, they should only be used for typography when overlaid on a primary background with suitable contrast.
• Gradients should run from the bottom left to top right corner of any given container. Refer to AB-Tasty_Graidents.ase in the supplied marketing assets for swatches and color values.
• Used for strong, legible typography and as background fills.
• For body text only (when shown on white)
• For background fills and UI elements only
• Black RGB 0,0,0 #000000
• Dark grey RGB 66 66 66 #666666
• Mid grey RGB 102 102 102 #999999
• Light grey RGB 180 180 180 #CCCCCC
• Our primary display font, Criteria CF is a geometric sans built with simple, efficient construction. Straight lines and clean circles combine with a tight vertical design that allows for cleanly-stacked lowercase text and striking headlines.
• Criteria CF (Extra Bold Oblique)
• Headline setting tips: When setting headlines, ensure type (Light) is always kerned optically, tracked negatively at a minimum of -10.
• For additional impact, keywords and phrases can be keylined for emphasis.
• Setting keyline type When outlining type, be sure to limit to one or two key words, or part of a phrase. Use sparingly for emphasis only.
• Keyline weights should be set at 2pt @ 100pt type size, and should be scaled proportionally (e.g. 1pt @ 50pt, 4pt @ 200pt etc) as per example shown.
• In both web and print applications, we use Montserrat for our text font.
• Body copy setting tips: When setting body copy, ensure type is always kerned optically, tracked negatively at a value of approximately -10.
• For applications where brand fonts cannot be embedded (email etc) we suggest rolling back to Calibri where appropriate.
• Download Montserrat from Google fonts.
• The angles within our logo form the foundation of our visual language, bringing direction. We use them to provide a framework for structured, impactful communications.
• Our key angles Our two key angles are 10º and 66º respectively. Keep these in mind when creating visual communications.
• Using 10º and 66º as a guide, create visual momentum through the use of block color and keylines. Always ensure the direction of momentum flows from the bottom left, to the top right of all visual communications.
• Be sure to preserve our core brand angles throughout our communications.
• Preserve visual momentum from bottom left, to top right at all times. Our core angles of 10º and 66º should be used to create momentum from the bottom left, to the top right of any visual execution. Do not place elements sporadically.
• Do not overlap or converge elements to make new shapes Use mixed keyline / filled core shape overlaps sparingly, they should never be used to create alternative shapes.
• Using the core brand angles that underpin our visual language, we can create simple illustrative elements. Increasing the visual complexity enables us bring our personality into the brand and explore specific themes.
• Thematically, our photography should always display one of the following; People, places and things. From our working environment, to our colleagues and tools with which we do our work.
• Be sure to use adequately licensed photography in any application.
• Photography in layout Use angled containers to house photography. Color blocks can overlap, or multiply to maintain sense of movement and progression.

Iconography

• Using the core brand angles that underpin our visual language, we can create simple illustrative elements. Increasing the visual complexity enables us bring our personality into the brand and explore specific themes.

Layout And Composition

• Our logo should always be given enough space around it for it to be legible and prominent. Our safe zone is based on the height of the ‘B’ character and there should never be any design elements type or iconography in this space to avoid crowding the logo.
• Gradients should run from the bottom left to top right corner of any given container. Refer to AB-Tasty_Graidents.ase in the supplied marketing assets for swatches and color values.
• When setting headlines, ensure type (Light) is always kerned optically, tracked negatively at a minimum of -10.
• For additional impact, keywords and phrases can be keylined for emphasis.
• When outlining type, be sure to limit to one or two key words, or part of a phrase. Use sparingly for emphasis only.
• Keyline weights should be set at 2pt @ 100pt type size, and should be scaled proportionally (e.g. 1pt @ 50pt, 4pt @ 200pt etc) as per example shown.
• When setting body copy, ensure type is always kerned optically, tracked negatively at a value of approximately -10.
• Our two key angles are 10º and 66º respectively. Keep these in mind when creating visual communications.
• Using 10º and 66º as a guide, create visual momentum through the use of block color and keylines. Always ensure the direction of momentum flows from the bottom left, to the top right of all visual communications.
• Preserve visual momentum from bottom left, to top right at all times. Our core angles of 10º and 66º should be used to create momentum from the bottom left, to the top right of any visual execution. Do not place elements sporadically.
• Do not overlap or converge elements to make new shapes Use mixed keyline / filled core shape overlaps sparingly, they should never be used to create alternative shapes.
• Photography in layout Use angled containers to house photography. Color blocks can overlap, or multiply to maintain sense of movement and progression.

Strapline

• Strapline

• Strapline

• The

• optimization company

Visual Language

• The angles within our logo form the foundation of our visual language, bringing direction. We use them to provide a framework for structured, impactful communications.
• Our key angles Our two key angles are 10º and 66º respectively. Keep these in mind when creating visual communications.
• Introducing the color palette to our established angles framework, we create the foundations of our brand.
• Color, angles and keylines
• Using 10º and 66º as a guide, create visual momentum through the use of block color and keylines. Always ensure the direction of momentum flows from the bottom left, to the top right of all visual communications.
• Be sure to preserve our core brand angles throughout our communications.
• Preserve visual momentum from bottom left, to top right at all times. Our core angles of 10º and 66º should be used to create momentum from the bottom left, to the top right of any visual execution. Do not place elements sporadically.
• Do not overlap or converge elements to make new shapes Use mixed keyline / filled core shape overlaps sparingly, they should never be used to create alternative shapes.

Additional Properties