Fatboy

📋 1 Guidelines

🔗 Connections

Sector

Consumer goods Interior design decor

Region

Netherlands

Language

English

Tags

Featured Design

Official Websites

Brand Guidelines

UNKNOWN

Brand Summary

Mission
  • To inspire with another point of view to live The Good Life and add a smile to life, ensuring brand values are represented correctly and consistently both online and offline, digitally and in print [^1].
Core Values
  • rebellious edge
  • other point of view
  • optimistic
  • sense of humor
  • fun
  • not too serious
  • design with a smile
  • bold
  • inviting
  • creative
  • smart
  • respect
  • self-reflective
  • warm and interested
  • to the point
  • modest
  • dry comical
  • British humor
  • tongue in cheek
  • personal and direct
  • simple and straightforward
  • community
  • improvement
  • inspiration
Target Audience
  • Fatboy employees, sales agents and dealers (internal and external), 3rd party suppliers such as PR, marketing, print, web design and social media agencies, clients/partnership retailers, and end consumers globally [^2].
Personality Traits
  • fun
  • rebellious
  • optimistic
  • sense of humor
  • not too serious
  • modest
  • cool
  • surprising
  • warm
  • personal
  • equal
  • dry comical
  • British humor
  • tongue in cheek
  • self-reflective
  • respectful
  • creative
  • bold
  • inviting
  • smart
Visual Identity Overview
  • Fatboy’s visual identity is characterized by vibrant colors (red, white, light grey, dark grey, sustainable green), playful and bold imagery, friendly and clear typography (The Sans family), consistent logo usage with strict placement and color rules, and a contemporary, inviting, and cozy visual style that highlights product-centered photography and design with a smile [^3].

Categories

Brand Voice
  • We like to have fun and not take ourselves too seriously. Also in copy. But this requires a careful balance. To make the Fatboy tone of voice consistent and recognizable, we stick to a few simple rules.
  • Dry comical We are modest and cool with a touch of humor. Fun and surprising. We like to put people on the wrong track to make them rethink. We don’t like grotesk jokes or imposed emotions.
  • A touch of Britishness We love British humor. Subtle, intelligent and with self-reflection.
  • Tongue in cheek We like to use statements that, on a closer look, are not meant to be taken serious. Like inside jokes for the inner circle. We like to play with verbal style, language and the meaning of words. We combine verbal styles, make surprising words or provide topics with a new surprising context.
  • Exclamation marks Exclamation marks are for the helpless. When we use them, we want to exaggerate in a fun way. We use them with restrain.
  • We write like we speak Simple and straightforward. Personal and equal to our partner in conversation. We don’t like sentimental, complicated, extensive or grotesk.
  • Warm and interested In our writings we show interest and involvement. Our writing is addressed to an acquaintance, a friend. We don’t like a distant, formal tone.
  • Rhythmic We write with rhythm, almost staccato. It takes people by the hand and makes them want to read and know more. We don’t like sentences that go on forever.
  • To the point We say what it’s like. In short statements. Less is more. We don’t like long sentences, sub-clauses, passive formulations and being indirect.
  • First person plural We speak in ‘we’, personal and direct.
  • With respect We value everyone and do not use humor at the expense of others. We sometimes hold a mirror to big mouths, but always with a smile. We don’t judge or condemn. And we don’t moralize or preach.
  • Self-respective We are reluctant to self-congratulations and do not speak in superlatives. Instead, we try not to take ourselves too seriously.
Brand Imagery
  • Our campaign-and product images are very important to us. They showcase our products according to the Fatboy brand identity.
  • Every image has been carefully considered and chosen, therefor the images can only be used in their original state. All images are to be used in full colour unless supplied. Please use the crops provided in their original state. Any additional croppings only upon approval by Fatboy.
  • Use filters over images. Diffuse/Warp or pixelate our images Make any additional retouches to the images (unless for messaging or branding and then only upon approval by Fatboy).
  • Only use copyright-free images provided by us on business.fatboy.com, only then we know for sure that it can be used royalty-free.
  • Never change photography provided by Fatboy
  • Never edit Fatboy content yourself to create a collage of different images
  • Only use what Fatboy makes available. This means: No filters over images other than used by Fatboy No diffuse/ pixelated images other than used by Fatboy No retouching No crops
  • Only use content which has been selected by Fatboy Put Fatboy products in the centre of the photo
  • Do not post images you made yourself
  • Don’t use images that are not full-screen
  • Make the image interesting by using other Fatboy products, models or both.
  • Make sure the image fits with the lnstagram layout.
  • Make a link with the product and a story you are telling.
  • Make sure the image has the right resolution.
  • Do not only post a masterpiece but use a (funny) copy or more images for one post.
Color Palette
  • Red, white and grey. That’s what we are about. Make sure to use red and white and light grey as main colors to keep it fresh and recognizable. The dark grey color is mainly used for text and the occasional background.
  • Fatboy Red CMYK: 0 / 100 / 100 / 0 RGB: 237 / 28 / 36 HEX: ED1C24 PMS: 186 C
  • Fatboy Dark Grey CMYK: 0 / 0 / 0 / 70 RGB: 85 / 85 / 85 HEX: 555555
  • Fatboy Light Grey CMYK: 0 / 0 / 0 / 7 RGB: 242 / 242 / 242 HEX: F2F2F2
  • Fatboy Sustainable Green CMYK: 80 / 35 / 70 / 27 RGB: 49 / 105 / 81 HEX: 316951
Typography
  • Our main typeface for all corporate branding and communication is The Sans [ black, bold and semi light ]
  • Look at that typeface. So friendly, clear and welcoming.
  • The Sans Black
  • The Sans Bold
  • The Sans Semi Light
  • The URL should appear: • Always in The Sans • Always in lowercase • Always without ‘WWW.’ • Always in white on red, and grey on white • It can appear in combination with tagline
Logo Usage
  • You can download the logo and the full brand identity toolkit from our business portal, entering your username and password. The logo should be used including the official ‘Fatboy Red’ background square.
  • Primairy logo
  • Secundairy logo
  • On FB red
  • On FB light grey
  • On white
  • On other colors
  • On photo’s
  • Don’t: squeeze
  • Don’t: turn
  • Don’t: use diap
  • Don’t: other colors
  • Don’t: in outline
  • Don’t: distort
  • Our logo is our recognition. Like on our products, our logo should be positioned on the right hand side of things. We use a simple way of positioning it.
  • How big should it be, you ask? There is no exact formula for this size. It depends on where, what and how the communication is used. Please do not make it too tiny, since it won’t be bold enough.
  • Place the Fatboy logo on the right (as often as possible)
Tone And Messaging
  • To test our designs we measure it by these words. It’s not needed for every design to check every box. Some forms of communication don’t ask for too much humor for example. But a general rule of thumb; try to incorporate as many values as you can in your design.
  • WE ADD A SMILE TO LIFE
  • OTHER POINT OF VIEW
  • REBELIOUS EDGE
  • OPTIMISTIC
  • SENSE OF HUMOR
  • FUN
  • NOT TOOOOO SERIOUS
  • We like to have fun and not take ourselves too seriously. Also in copy. But this requires a careful balance. To make the Fatboy tone of voice consistent and recognizable, we stick to a few simple rules.
  • Dry comical
  • We are modest and cool with a touch of humor. Fun and surprising. We like to put people on the wrong track to make them rethink.
  • We don’t like grotesk jokes or imposed emotions.
  • A touch of Britishness
  • We love British humor. Subtle, intelligent and with self-reflection.
  • Tongue in cheek
  • We like to use statements that, on a closer look, are not meant to be taken serious. Like inside jokes for the inner circle.
  • We like to play with verbal style, language and the meaning of words.
  • We combine verbal styles, make surprising words or provide topics with a new surprising context.
  • Exclamation marks are for the helpless. When we use them, we want to exaggerate in a fun way. We use them with restrain.
  • We write like we speak
  • Simple and straightforward. Personal and equal to our partner in conversation. We don’t like sentimental, complicated, extensive or grotesk.
  • Warm and interested
  • In our writings we show interest and involvement. Our writing is addressed to an acquaintance, a friend. We don’t like a distant, formal tone.
  • Rhythmic
  • We write with rhythm, almost staccato. It takes people by the hand and makes them want to read and know more. We don’t like sentences that go on forever.
  • To the point
  • We say what it’s like. In short statements. Less is more. We don’t like long sentences, sub-clauses, passive formulations and being indirect.
  • First person plural
  • We speak in ‘we’, personal and direct.
  • With respect
  • We value everyone and do not use humor at the expense of others. We sometimes hold a mirror to big mouths, but always with a smile. We don’t judge or condemn. And we don’t moralize or preach.
  • Self-respective
  • We are reluctant to self-congratulations and do not speak in superlatives. Instead, we try not to take ourselves too seriously.
Brand Values
  • This is a guideline for the Fatboy brand identity. It should serve as a reference for anyone who communicates for, or on behalf of, the brand. If you want to implement a new tool, or start a new (instagram) account, to communicate to the end consumer in your market, please contact out marketing department marketing@fatboy.com. They can advise you on this. We always appreciate new ideas, and in this way we can all make sure that we communicate to our end consumers in a consistent way. This is to ensure that the brand values are represented correctly and consistently both online and offline, digitally and in print.
  • To test our designs we measure it by these words. It’s not needed for every design to check every box. Some forms of communication don’t ask for too much humor for example. But a general rule of thumb; try to incorporate as many values as you can in your design.
  • WE ADD A SMILE TO LIFE
  • OTHER POINT OF VIEW
  • REBELIOUS EDGE
  • OPTIMISTIC
  • SENSE OF HUMOR
  • FUN
  • NOT TOOOOO SERIOUS
Visual Style
  • Red, white and grey. That’s what we are about. Make sure to use red and white and light grey as main colors to keep it fresh and recognizable. The dark grey color is mainly used for text and the occasional background.
  • Fatboy Red CMYK: 0 / 100 / 100 / 0 RGB: 237 / 28 / 36 HEX: ED1C24 PMS: 186 C
  • Fatboy Dark Grey CMYK: 0 / 0 / 0 / 70 RGB: 85 / 85 / 85 HEX: 555555
  • Fatboy Light Grey CMYK: 0 / 0 / 0 / 7 RGB: 242 / 242 / 242 HEX: F2F2F2
  • Fatboy Sustainable Green CMYK: 80 / 35 / 70 / 27 RGB: 49 / 105 / 81 HEX: 316951
  • Our main typeface for all corporate branding and communication is The Sans [ black, bold and semi light ]
  • The Sans Black
  • The Sans Bold
  • The Sans Semi Light
  • You can download the logo and the full brand identity toolkit from our business portal, entering your username and password. The logo should be used including the offcial ‘Fatboy Red’ background square.
  • On FB red On FB light grey On white On other colors 1 € € a On photo’s Don’t: squeeze Don’t: turn Don’t: use diap € € € S Don’t: other colors Don’t: in outline Don’t: distort
  • Our logo is our recognition. Like on our products, our logo should be positioned on the right hand side of things. We use a simple way of positioning it.
  • How big should it be, you ask? There is no exact formula for this size. It depends on where, what and how the communication is used. Please do not make it too tiny, since it won’t be bold enough.
Layout And Composition
  • Our logo is our recognition. Like on our products, our logo should be positioned on the right hand side of things. We use a simple way of positioning it.
  • How big should it be, you ask? There is no exact formula for this size. It depends on where, what and how the communication is used. Please do not make it too tiny, since it won’t be bold enough.
  • On photo’s Don’t: squeeze Don’t: turn Don’t: use diap Don’t: other colors Don’t: in outline Don’t: distort
  • Place the Fatboy logo on the right (as often as possible)
Social Media Guidelines
  • We are delighted that you feel the love to spread the word of Fatboy. As you can imagine, Fatboy is an iconic, globally acknowledged design brand that’s carefully crafted. Everything we communicate is well-thought designed and created with love, care and eye for detail. Therefore, we kindly ask you to strictly follow the brand’s social media guidelines, on behalf of which you are communicating. We also believe you know your country and its inhabitants the best, but to keep the global substance of our brand it’s necessary to communicate according to the set guidelines. Together we rock!
  • Tell, not sell
  • Stick to our brand’s mission; avoid being overtly promotional or using competitions just for the sake of it. We’re here to inspire to live The Good Life and to add a smile everyday
  • Don’t be generic, just to get fans
  • Avoid posts that are applicable for any other random brand. You can do better than this Don’t ask a question just to get engagement
  • No “like” gating
  • We never beg. If a consumer wants to follow you, it should be because we’re inspirational
  • Think about who is seeing your content
  • Is the content representative of Fatboy regardless of country or context?
  • Does it check the brand boxes?
  • Is your piece of content indeed bold, inviting, creative and smart? Only use emoticons iffunctional (and limit it). Never use “.” in whitespace
  • Is it tuned in our tone-of-voice
  • Does the content you are about to send out strictly follow the tone of voice requirements, so it actually looks like Fatboy wrote it?
  • Keep it simple
  • Get that funny touch
  • Tag the designers
  • Make it relatable
  • Don’t use dashes in whitespace
  • Don’t write too generic copy, tell a story
  • Don’t forget to tag products in the caption
  • Don’t use dots in whitespace
  • Don’t use emoticons unless it really attributes to the story
  • Don’t communicate in local language and in English (unless you’re a Canadian)
  • Don’t over-sell, do not use social media to attract dealers
  • Don’t forget to tell a story, rather than just random words
Visual Merchandising Guidelines
  • Things you should really do and things you cannot do.
  • Version 1.0 — November 2021
  • Creating beautiful stores and shop windows.
    1. Place the Fatboy logo on the right (as often as possible)
    1. Please try not to mix our indoor and outdoor product if possible
    1. Our boxes are great point of sale material, please use them as often as possible
    1. It’s oke if you mix us up with other brands but we love it when you create a complete Fat boy world
    1. If you have a beanbag in your showroom please try to fluff it up each day, so it looks good and comfy
    1. Same goes for the Lamzac, please inflate multiple times a day so it looks good
    1. If you have any rechargeable lights, like the edison the petit orTransloetje, make sure they’re charged each day, so customers can see how they work
🐛 Report