Bullhorn

Official Websites

• https://www.bullhorn.com
• http://www.bullhorn.com

Brand Guidelines

2016

Brand Summary

Mission

• To help businesses create an incredible customer experience by providing cloud-based software solutions for service-based industries [^1].

Core Values

• Creativity
• Empathy
• Innovation
• Passion
• Power
• Strength
• Determination
• Stability

Target Audience

• Companies in service-based industries seeking intuitive, mobile, and automated CRM solutions that prioritize human relationships [^2].

Personality Traits

• Creative
• Empathetic
• Innovative
• Passionate

Visual Identity Overview

• The visual identity features a minimalistic design with a prominent orange bull silhouette, balanced with dark blue and gray typography. The logo combines the bull and wordmark, with clear space and minimum size guidelines. The color palette is bright and versatile, anchored by Bullhorn Orange and complemented by navy blue, sky blue, grass green, and presentation gray. Typography centers on Gotham and Century Gothic fonts, and imagery emphasizes strength, energy, and professionalism [^3].

Categories

Brand Voice

• A clear set of brand guidelines is essential to achieve a strong and consistent brand voice across all touch-points.
• We convey our brand through our actions. Defining and understanding our key character traits will help us make decisions on imagery, tone, and design.
• We Are Creative We’re Not afraid to look at the world differently.
• We Are Empathetic We understand how our customers feel.
• We Are Innovative We see problems through our users’ eyes and quickly find solutions.
• We Are Passionate We care deeply about what we do, and we never give up.
• A consistent voice and tone, combined with visuals that express our brand story, help us to express a cohesive, recognizable brand personality.
• Our typeface is a visual expression of our voice. Gotham possesses a plainspoken sophistication. It has an honest tone that is assertive but not exclusive.
• When writing for Bullhorn, above all else, you should think and talk like a human. That means avoiding technical jargon, being conversational, and injecting a little humor when appropriate. We are knowledgeable, but never condescending, and we always strive to help or inform the reader.

Brand Imagery

• The bull signifies the positive energy of Bullhorn: hard-charging and able to break through barriers to create an incredible customer experience.
• Care must be taken to temper the aggressive nature of bulls -we are, after all, a “CRM for humans.”
• Positive attributes of bulls: • Power • Strength • Determination • Stability
• The bull can be used alone, without the wordmark.
• As with real bulls, treat them with respect and give them room to run!
• The Bullhorn texture is inspired by the product icons.

Color Palette

• Consistent use of color is one of the easiest -and most effective -ways to break through the marketing clutter and present recognizable, consistent branding.
• Our color palette conveys our brand personality. It’s balanced, bright, and versatile.
• Bullhorn Orange Pantone 1505 R 255 Gl05 B 0 #FF6900
• Dark Blue Pantone 533 R 32 G 41 B69 #202945
• Sky Blue Pantone 2925 R 0 G 155 B 223 #009BDF
• Grass Green Pantone 7737 Rl07 G 165 B 58 #6BA53A
• Presentation Gray Pantone 431 R 91 Gl03 B 112 #5B6770
• Bullhorn Orange is a vibrant and energetic color. Use it sparingly.
• Orange has been found to stimulate buying and subscribing decisions and is often used for call to action buttons.
• Orange is commonly paired with blue to create sense of balance.
• Orange and blue are complements -they’re on opposite sides of the color wheel. An orange/blue combination can be very dynamic. But watch out! The pairing can be uncomfortable to the viewer. This clashing can be mitigated by using a neutral color between the two colors.
• Design rule: there are no bad colors, only bad color combinations.
• Bullhorn Orange is our main color, but it should be used sparingly. Consider white a color and use it to balance your compositions.

Typography

• Our typeface is a visual expression of our voice. Gotham possesses a plainspoken sophistication. It has an honest tone that is assertive but not exclusive. It also has many weights and widths, which gives give it design flexibility. Its numerous character sets cover more than 140 languages through the world. Gotham is a premium licensed font and is available from Hoefler & Co.
• Gotham Book AaBbCcDdEeFfGgHhIi JjKkLlMmNnOoPpQq RrSsTtUuVvWwXxYyZz 1234567890
• Gotham Weights Thin X-Light Light Book Medium Bold Black Ultra
• Century Gothic is used whenever Gotham is not available – for presentations, documents, etc. It is considered a “safe” font because it is included in many Microsoft products. It translates well across multiple platforms.
• Century Gothic AaBbCcDdEeFfGgHhIi JjKkLlMmNnOoPpQq RrSsTtUuVvWwXxYyZz 1234567890
• Century Gothic Weights Regular Bold
• The title font is Gotham Light and should match the Bullhorn “B” in height. Color should be Presentation Gray (Pantone 431).
• For stacked versions, line spacing should be set to 100% (i.e. 34pt. title should be vertically spaced 34pt. below the baseline of “Bullhorn”).

Logo Usage

• The wordmark must always be accompanied by the bull. The bull, however, can be used alone.
• The bull and wordmark combined are the legal registered logo and, together, comprise a distinctive mark.
• Minimum padding guidelines for clear space around logo: - Keep the area around the logo clear - Minimum clear space: use the letter “o” in “Bullhorn” as a guide - No other logos, type, or other graphic elements should infringe on clear space
• Follow the guidelines below to determine the minimum allowable size for the linear and stacked versions of the Bullhorn logo for digital and print applications.
• WEB/DIGITAL 100px Regular logo: 100 x 38 pixels
• PRINT 1.375" Regular logo: 1.375" (1 3/8")
• 81px Stacked logo: 81 x 56 pixels
• 1.125" Stacked logo: 1.125" (1 1/8")
• Monochromatic white and gray, as well as inverted logos, are used for different backgrounds.
• There will be times when it is necessary to describe who we are in more detail. Adding the words “CRM for humans” -to the logo helps to solidify our position in the marketplace. “CRM for Humans” is not a tagline and should not be used in every instance of the logo.
• Don’t do it! Keep our logo and lockup consistent throughout communications. The following are examples of how they shouldn’t appear.
• Don’t use the wordmark by itself
• Don’t change the color
• Don’t add a shadow or effects
• Don’t outline the logo
• Don’t squish the logo
• Don’t elongate the logo
• Don’t add a different tagline
• Don’t rotate the logo
• The bull can be used alone, without the wordmark.

Tone And Messaging

• We convey our brand through our actions. Defining and understanding our key character traits will help us make decisions on imagery, tone, and design.
• We Are Creative We’re Not afraid to look at the world differently.
• We Are Empathetic We understand how our customers feel.
• We Are Innovative We see problems through our users’ eyes and quickly find solutions.
• We Are Passionate We care deeply about what we do, and we never give up.
• When writing for Bullhorn, above all else, you should think and talk like a human. That means avoiding technical jargon, being conversational, and injecting a little humor when appropriate. We are knowledgeable, but never condescending, and we always strive to help or inform the reader.

Brand Values

• We Are Creative We’re not afraid to look at the world differently.
• We Are Empathetic We understand how our customers feel.
• We Are Innovative We see problems through our users’ eyes and quickly find solutions.
• We Are Passionate We care deeply about what we do, and we never give up.

Visual Style

• The logo is the visual expression of the brand.
• A consistent voice and tone, combined with visuals that express our brand story, help us to express a cohesive, recognizable brand personality.
• The wordmark must always be accompanied by the bull. The bull, however, can be used alone.
• Minimum padding guidelines for clear space around logo: - Keep the area around the logo clear - Minimum clear space: use the letter “o” in “Bullhorn” as a guide - No other logos, type, or other graphic elements should infringe on clear space
• Follow the guidelines below to determine the minimum allowable size for the linear and stacked versions of the Bullhorn logo for digital and print applications.
• WEB/DIGITAL 100px Regular logo: 100 x 38 pixels
• PRINT 1.375" Regular logo: 1.375" (1 3/8")
• 81px Stacked logo: 81 x 56 pixels
• 1.125" Stacked logo: 1.125" (1 1/8")
• Monochromatic white and gray, as well as inverted logos, are used for different backgrounds.
• There will be times when it is necessary to describe who we are in more detail. Adding the words “CRM for humans” -to the logo helps to solidify our position in the marketplace. “CRM for Humans” is not a tagline and should not be used in every instance of the logo.
• Don’t do it! Keep our logo and lockup consistent throughout communications. The following are examples of how they shouldn’t appear. Don’t use the wordmark by itself Don’t change the color Don’t add a shadow or effects Don’t outline the logo Don’t squish the logo Don’t elongate the logo Don’t add a different tagline Don’t rotate the logo
• Locked-up treatments let departments identify themselves in ways that are consistent with the Bullhorn brand.
• The title font is Gotham Light and should match the Bullhorn “B” in height. Color should be Presentation Gray (Pantone 431).
• For stacked versions, line spacing should be set to 100% (i.e. 34pt. title should be vertically spaced 34pt. below the baseline of “Bullhorn”).
• Consistent use of color is one of the easiest -and most effective -ways to break through the marketing clutter and present recognizable, consistent branding.
• Our color palette conveys our brand personality. It’s balanced, bright, and versatile.
• Bullhorn Orange Pantone 1505 R 255 G 105 B 0 #FF6900
• Dark Blue Pantone 533 R 32 G 41 B 69 #202945
• Sky Blue Pantone 2925 R 0 G 155 B 223 #009BDF
• Grass Green Pantone 7737 R 107 G 165 B 58 #6BA53A
• Presentation Gray Pantone 431 R 91 G 103 B 112 #5B6770
• Bullhorn Orange is a vibrant and energetic color. Use it sparingly.
• Orange has been found to stimulate buying and subscribing decisions and is often used for call to action buttons.
• Orange is commonly paired with blue to create sense of balance.
• Orange and blue are complements -they’re on opposite sides of the color wheel. An orange/blue combination can be very dynamic. But watch out! The pairing can be uncomfortable to the viewer. This clashing can be mitigated by using a neutral color between the two colors.
• Design rule: there are no bad colors, only bad color combinations.
• Bullhorn Orange is our main color, but it should be used sparingly. Consider white a color and use it to balance your compositions.
• Our typeface is a visual expression of our voice. Gotham possesses a plainspoken sophistication. It has an honest tone that is assertive but not exclusive. It also has many weights and widths, which gives give it design flexibility. Its numerous character sets cover more than 140 languages through the world. Gotham is a premium licensed font and is available from Hoefler & Co.
• Gotham Book AaBbCcDdEeFfGgHhIi JjKkLlMmNnOoPpQq RrSsTtUuVvWwXxYyZz 1234567890
• Gotham Weights Thin X-Light Light Book Medium Bold Black Ultra
• Century Gothic is used whenever Gotham is not available – for presentations, documents, etc. It is considered a “safe” font because it is included in many Microsoft products. It translates well across multiple platforms.
• Century Gothic AaBbCcDdEeFfGgHhIi JjKkLlMmNnOoPpQq RrSsTtUuVvWwXxYyZz 1234567890
• Century Gothic Weights Regular Bold
• The bull signifies the positive energy of Bullhorn: hard-charging and able to break through barriers to create an incredible customer experience.
• Care must be taken to temper the aggressive nature of bulls -we are, after all, a “CRM for humans.”
• The bull can be used alone, without the wordmark.
• As with real bulls, treat them with respect and give them room to run!
• The Bullhorn texture is inspired by the product icons.

Layout And Composition

• Minimum padding guidelines for clear space around logo: - Keep the area around the logo clear - Minimum clear space: use the letter “o” in “Bullhorn” as a guide - No other logos, type, or other graphic elements should infringe on clear space
• Follow the guidelines below to determine the minimum allowable size for the linear and stacked versions of the Bullhorn logo for digital and print applications.
• WEB/DIGITAL 100px Regular logo: 100 x 38 pixels
• PRINT 1.375" Regular logo: 1.375" (1 3/8")
• 81px Stacked logo: 81 x 56 pixels
• 1.125" Stacked logo: 1.125" (1 1/8")
• For stacked versions, line spacing should be set to 100% (i.e. 34pt. title should be vertically spaced 34pt. below the baseline of “Bullhorn”).
• The title font is Gotham Light and should match the Bullhorn “B” in height. Color should be Presentation Gray (Pantone 431).
• Don’t use the wordmark by itself Don’t change the color Don’t add a shadow or effects Don’t outline the logo Don’t squish the logo Don’t elongate the logo Staffing & Recruiting Software, target, On demand Don’t add a different tagline Don’t rotate the logo

Additional Properties