Jet

📋 1 Guidelines

🔗 Connections

Sector

E commerce

Region

Usa

Guideline Year

2019

Language

English

Tags

Internet

Official Websites

Brand Guidelines

2019

Brand Summary

Mission
  • Jet lets you shop curated brands and city essentials all in one place [^1].
Core Values
  • bold
  • candid
  • empathetic
Target Audience
  • Urban shoppers seeking curated brands and city essentials, who value inspiration, trust, and connection [^2].
Personality Traits
  • bold
  • masspirational
  • candid
  • clear
  • trustworthy
  • empathetic
  • witty
  • relatable
Visual Identity Overview
  • Jet’s visual identity is bold and modern, featuring Jet purple as the primary color, clean layouts, and a mix of lifestyle and product-forward imagery. The logo is used in Jet purple or white, with strict rules for placement and sizing. Typography centers on the Bloomfield font family. Visual treatments include circles for promos, patterns for packaging, and a balance of neutral backgrounds with accent colors. Photography emphasizes relatable, lived-in scenes and product clarity [^3].

Categories

Brand Voice
  • Jet is bold, candid, and empathetic.
  • We want people to feel inspired.
  • We’ll inspire by being bold and masspirational.
  • As our customer’s friend, we will speak to them so that they feel their choices are understood and supported.
  • We want people to trust.
  • We’ll build trust by being clear and candid.
  • Complicated language makes people suspicious – it feels like you’re trying to pull one over on them. Clarity doesn’t inherently create trust, but it is necessary for it. Candidness, however, does build trust.
  • We want people to feel connected.
  • We’ll connect by being empathetic and witty.
  • A great way to get people to feel like “we understand you” without literally saying it is through humor. A true insight, cleverly expressed, tickles peoples’ brains and builds a positive emotional connection while also giving them the sense of feeling “gotten.”
  • We’ll keep our content relatable through lived-in photography. Toys in the living room. Magazines stacked on a chair in the bedroom. Ice cream for breakfast. We understand that life happens.
  • VOICE GUIDELINES PER CHANNEL
  • Organic Social: Twitter Editorial. Experimental. Emoji friendly. Hashtag friendly.
  • Organic Social: Instagram Editorial. Emoji friendly. Hashtag friendly.
  • Email Marketing Editorial subject lines and headlines. Straight and descriptive sub copy. Direct response for deals. Emoji friendly.
  • Direct Mail Direct response
  • Paid Social: Facebook Direct response
  • Paid Social: Pinterest Direct response
  • Paid Social: Twitter Direct response
  • Display Ads Direct response
  • Affiliates Direct response
Brand Imagery
  • PHOTOGRAPHY TIERS City Grocery Everyday Living Fashion Beauty Home & Entertainment dl LIFESTYLE: on-figure and/or in environment xx xx ENHANCED/LAYDOWN: product-and/or category-focused Y In BASIC SKU: product on white
  • OVERALL LIFESTYLE & ENHANCED PHOTOGRAPHY CREATIVE DIRECTION • Backgrounds, backdrops, & set design: Use light, neutral tones based on Neutral Colors Propping & styling: Use as much of Jet merchandise to create an empathetic “lightly lived-in” scene, while using Accent Colors of the season sparingly. • Lighting tone: Use light-to medium-toned soft shadows and play with the light-whether it’s a plant casting a bit of its leafy shadows or a window treatment casting its frame shadows. • Lighting source: Light should generally come from the right. 10% rule: Feature purple, at least 10% of the scene, through props, merchandise, and/or Jet box. Yes, any shade of purple that fits best with the story:)
  • CITY GROCERY ENHANCED PHOTOGRAPHY GUIDELINES • Angle: overhead • Surfaces: clean tabletops or textured surfaces or linen tablecloths in Neutral Colors • Optional elements: hands or arms in mid-action
  • • Angle: high 3/4 • Set: clean tabletops or textured surfaces or linen tablecloths in Neutral Colors complemented by clean or textured wall also in Neutral Colors
  • EVERYDAY LIVING ENHANCED p HOTOGRAPHY GUIDELINES • Angle: overhead Surfaces: seam!’ less o ,r textured surfaces * or liHN nen tablecloths :-in Neutral Co 1 ors • Angle: high 3/4 • Set: clean tabletop s or textured surfaces or linen tableclosin Neutral Colors com Plemented tY clean or textured wall also in -Neutral Co I or s
  • FASHION & BEAUTY LIFESTYLE PHOTOGRAPHY GUIDELINES Fashion Trend Stories • Angle: straight-on or 3/4 view of model • Model: natural, unique feature(s), diverse, not too serious, approachable • Set: in-studio (seamless or textured wall) or on­location (urban textures, such as concrete walls) in Neutral Colors
  • Beauty Trend Stories • Angle: straight-on or 3/4 view of model’s face • Model: natural, unique feature(s), diverse, not too serious, approachable • Set: in-studio (seamless or textured wall) or on­location (urban textures, such as concrete walls) in Neutral Colors
  • FASHION & BEAUTY ENHANCED PHOTOGRAPHY GUIDELINES • Angle: overhead, straight-on • Set: seamless or clean or textured surface in Neutral Colors
  • HOME & ENTERTAINMENT LIFESTYLE PHOTOGRAPHY GUIDELINES Interior Space Stories • Angle: straight-on • Set: city apartment in primarily Neutral Colors complemented by Accent Colors (if necessary) • Optional elements: blurred human or pets/animal
  • Vignettes • Angle: high 3/4, straight-on • Set: tighter crop within a wider scene
  • HOME & ENTERTAINMENT ENHANCED PHOTOGRAPHY GUIDELINES • Angle: straight-on • Set: seamless or clean or textured wall in Neutral Colors
  • BOX LIFESTYLE PHOTOGRAPHY GUIDELINES • Angle: straight-on or 3/4 view of the box • Set: city apartment in primarily Neutral Colors complemented by Accent Colors (if necessary)
Color Palette
  • PRIMARY: Purple #360060 #4F0099 #8F44F2 C97 M100 YO K18 C90 M99YO KO C70M76YO KO PMS 2745 PMS Violet PMS 2665
  • SECONDARY FOR BACKGROUND: Neutral Colors
    SilverFogChalk
    #D7D7D7 CO MO YO K33 PMSCG4#E9E9E9 COMOYOK20 PMSCG2#F7F7F7 CO MOYO K5 PMSCG1
    #E9E104 C5 M10 Y17 K16 PMS7528#F3F2FO C3M3Y6 K7 PMSWG1
    #BFB5CB C26 M31 YO K12 PMS2093
  • SECONDARY FOR COPY: #360060 C97 M100 YO K18 PMS 2745 #333333 CO MO YO K80 PMS 7540 #FFFFFF
  • SECONDARY FOR ACCENTS: Supplementary Colors (not required)
  • 10% rule: Feature purple, at least 10% of the scene, through props, merchandise, and/or Jet box. Yes, any shade of purple that fits best with the story:)
  • Backgrounds, backdrops, & set design: Use light, neutral tones based on Neutral Colors
  • Propping & styling: Use as much of Jet merchandise to create an empathetic “lightly lived-in” scene, while using Accent Colors of the season sparingly.
Typography
  • BLOOMFIELD FONT Bloomfield Light Bloomfield Regular Bloomfield Regular Bloomfield Bold Bloomfield Bold Download font at purple.jet.com
  • All spacing for components and typography is done in increments of 8 pixels. This 8px value forms the basic unit of measurement for spacing.
  • For Browsing pages we use mostly a low density layout with wider margins and paddings (96px, 56px, 48px, 40px, 32px). For high functional and transactional pages we use mostly a high density layout with tighter margins and paddings (24px, 16px, 8px).
  • Limit to three font styles. one of the three styles must be regular (non-italicized. non-bolded)
Logo Usage
  • The Jet logo should only be in Jet purple #360060 or white.
  • Do not alter it, flip it, reverse it, or distort it. Please prioritize primary Jet logo. If there are legibility issues, then consider the secondary Jet logo over a solid Jet purple #360060 color block.
  • There should be at least 20 px padding around the logo.
  • Digital 50 pixels height
  • Print 0.75 inches height
  • The primary Jet logo can be placed directly over an image or over a solid color. The secondary Jet logo can be placed over a solid Jet purple #360060 color block. The Jet vendor badges should be placed flush to right or left edge.
  • The badges (primarily for vendor usage on their own materials) can be placed directly over an image. The badges should only site at the top or bottom right corner of an ad unit with 20 px margin from the edge.
  • The partner logo and our Jet logo should be united by an ‘X’ horizontally and vertically centered between the two logos. The ‘X’ should be in Bloomfield and in Jet purple #360060.
  • Download logos at purple.jet.com
Tone And Messaging
  • Jet is bold, candid, and empathetic.
  • We want people to feel inspired.
  • We’ll inspire by being bold and masspirational.
  • As our customer’s friend, we will speak to them so that they feel their choices are understood and supported.
  • Visually, we’ll show them things they didn’t know they even wanted or needed—new products, or everyday items repurposed in a new light.
  • We want people to trust.
  • It’s important to convey that Jet is trustworthy brand, deserving of our customers’ time and attention. It’s equally important to show that we trust our customers — that we respect their intelligences and their knowledge of themselves and what they want.
  • We’ll build trust by being clear and candid.
  • Complicated language makes people suspicious – it feels like you’re trying to pull one over on them. Clarity doesn’t inherently create trust, but it is necessary for it. Candidness, however, does build trust. While you may not mistrust a friend who notices you’ve got ketchup on your face and doesn’t tell you, you’ll probably trust the friend more who pulls you aside and hands you a napkin.
  • Whether it’s using off-camera fashion moments or a beauty shot of tableware, we’ll show customers with clarity what they are missing in their lives.
  • We want people to feel connected.
  • Connection is not just something people need but something they enjoy — people like seeing things they can relate to and they love feeling understood.
  • We’ll connect by being empathetic and witty.
  • A great way to get people to feel like “we understand you” without literally saying it is through humor. A true insight, cleverly expressed, tickles peoples’ brains and builds a positive emotional connection while also giving them the sense of feeling “gotten.”
  • We’ll keep our content relatable through lived-in photography. Toys in the living room. Magazines stacked on a chair in the bedroom. Ice cream for breakfast. We understand that life happens.
  • COPY GUIDELINES CASING & PUNCTUATION Headlines Sentence case, no period Subheads Sentence case, end with period Body Copy Sentence case, end with period CTAs/Buttons/Pills Title case, no period Product Carousel Headlines Title case, no period Product Carousel Subheads Sentence case, end with period. Badges Title case, no period Left Nav Title case, no period Cover Grid Captions Title case, no period Email Subject Lines Title case, no period Email Preheaders Title case, end with period
  • Oxford Comma Always use except when using “&”
  • Ampersands When space allows use “and” over “&” Only use “&” in CTAS or on assets with limited character counts
  • VOICE GUIDELINES PER CHANNEL Organic Social: Twitter Editorial. Experimental. Emoji friendly. Hashtag friendly. Organic Social: Instagram Editorial. Emoji friendly. Hashtag friendly. Email Marketing Editorial subject lines and headlines. Straight and descriptive sub copy. Direct response for deals. Emoji friendly. Direct Mail Direct response Paid Social: Facebook Direct response Paid Social: Pinterest Direct response Paid Social: Twitter Direct response Display Ads Direct response Affiliates Direct response
  • SITE MODULES: GROCERY & HOUSEHOLD • Headline: When possible, copy should be straight for easy navigation. Headlines can lean more editorial as long as the purpose of the asset is clear. • Sub Copy: When the headline in straight, sub copy can be more editorial and used to provide more context. If the headline leans more editorial, the sub copy should always be explicit. • CTA: Clear and explicit
  • SITE MODULES: FASHION & BEAUTY • Headline: When possible, copy should be straight for easy navigation. Headlines can lean more editorial as long as the purpose of the asset is clear. • Sub Copy: When the headline in straight, sub copy can be more editorial and used to provide more context. If the headline leans more editorial, the sub copy should always be explicit. • CTA: Clear and explicit
  • SITE MODULES: HOME & ELECTRONICS • Headline: When possible, copy should be straight for easy navigation. Headlines can lean more editorial as long as the purpose of the asset is clear. • Sub Copy: When the headline in straight, sub copy can be more editorial and used to provide more context. If the headline leans more editorial, the sub copy should always be explicit. • CTA: Clear and explicit
Brand Values
  • Jet is bold, candid, and empathetic.
  • Bold We want people to feel inspired. It’s hard to break people out of their habits. They want to feel good about their decisions so they usually stick to what they know. But needing new things or encountering new options is inevitable and stressful. We’ll inspire by being bold and masspirational. As our customer’s friend, we will speak to them so that they feel their choices are understood and supported. Visually, we’ll show them things they didn’t know they even wanted or needed—new products, or everyday items repurposed in a new light.
  • Candid We want people to trust. It’s important to convey that Jet is trustworthy brand, deserving of our customers’ time and attention. It’s equally important to show that we trust our customers — that we respect their intelligences and their knowledge of themselves and what they want. We’ll build trust by being clear and candid. Complicated language makes people suspicious – it feels like you’re trying to pull one over on them. Clarity doesn’t inherently create trust, but it is necessary for it. Candidness, however, does build trust. While you may not mistrust a friend who notices you’ve got ketchup on your face and doesn’t tell you, you’ll probably trust the friend more who pulls you aside and hands you a napkin. Whether it’s using off-camera fashion moments or a beauty shot of tableware, we’ll show customers with clarity what they are missing in their lives.
  • Empathetic We want people to feel connected. Connection is not just something people need but something they enjoy — people like seeing things they can relate to and they love feeling understood. We’ll connect by being empathetic and witty. A great way to get people to feel like “we understand you” without literally saying it is through humor. A true insight, cleverly expressed, tickles peoples’ brains and builds a positive emotional connection while also giving them the sense of feeling “gotten.” We’ll keep our content relatable through lived-in photography. Toys in the living room. Magazines stacked on a chair in the bedroom. Ice cream for breakfast. We understand that life happens.
Visual Style
  • The Jet logo should only be in Jet purple #360060 or white.
  • Do not alter it, flip it, reverse it, or distort it. Please prioritize primary Jet logo. If there are legibility issues, then consider the secondary Jet logo over a solid Jet purple #360060 color block.
  • There should be at least 20 px padding around the logo.
  • Digital 50 pixels height
  • Print 0.75 inches height
  • The primary Jet logo can be placed directly over an image or over a solid color. The secondary Jet logo can be placed over a solid Jet purple #360060 color block. The Jet vendor badges should be placed flush to right or left edge.
  • The badges (primarily for vendor usage on their own materials) can be placed directly over an image. The badges should only site at the top or bottom right corner of an ad unit with 20 px margin from the edge.
  • The partner logo and our Jet logo should be united by an ‘X’ horizontally and vertically centered between the two logos. The ‘X’ should be in Bloomfield and in Jet purple #360060.
Layout And Composition
  • There should be at least 20 px padding around the logo.
  • Digital 50 pixels height
  • Print 0.75 inches height
  • The primary Jet logo can be placed directly over an image or over a solid color. The secondary Jet logo can be placed over a solid Jet purple #360060 color block. The Jet vendor badges should be placed flush to right or left edge.
  • The badges (primarily for vendor usage on their own materials) can be placed directly over an image. The badges should only site at the top or bottom right corner of an ad unit with 20 px margin from the edge.
  • The partner logo and our Jet logo should be united by an ‘X’ horizontally and vertically centered between the two logos. The ‘X’ should be in Bloomfield and in Jet purple #360060.
  • All spacing for components and typography is done in increments of 8 pixels. This 8px value forms the basic unit of measurement for spacing.
  • For Browsing pages we use mostly a low density layout with wider margins and paddings (96px, 56px, 48px, 40px, 32px). For high functional and transactional pages we use mostly a high density layout with tighter margins and paddings (24px, 16px, 8px).
  • Flex-Box: Is a set of properties that determine the way the components behave. Most of our items have a fixed margin between them and a variable width, occupying 100% of the container.
Motion Graphics
  • MOTION GUIDELINES • Rhythm and Pace: Animations should maintain a coherent speed, responsiveness and prioritization. Aim for smooth motion animation. Move elements organically, following arcs and easing in-out, simulating natural action in the real world. Use exaggeration to draw attention to specific details and relevant information only • Hierarchy: Reveal things according to their relative importance or inclusiveness. Animate elements sequentially, linking their behavior to a triggering action. ‘In’ animations should be longer and more elaborated than ‘out’ animations. Likewise, elements requiring less attention should have faster animations. • Balance: If a main element within a composition has a complex animation, secondary elements should have a simpler behavior so that they don’t downplay the main element • Mixing images and graphics: Give higher priority to clearly displaying the image content than to decorating the composition with graphics or complex transitions. To make the composition more lively, slight scale images up or move them in a long timestamp. Use blur effects to draw attention to important elements, always prioritizing the clear communication of elements in the image. We welcome sophisticated animation for texts, as long as it balances the image out and the message gets communicated quickly. • Transitions: Solid colors and masks transitions are preferred for inspirational content. Transitions should be simple, direct and straightforward. For more functional categories (like grocery and household) we prefer more straightforward and simpler treatments (cut transitions and quick fade outs.)
Packaging Design
  • PATTERN • Purpose: packaging, wrapper • Specs: brick by row, offset 1/2, h spacing 4.15" & v spacing 4" per 100"
Ux Ui Guidelines
  • JDS is our design system for Jet’s web + app products and consists of the following assets: • UI Components • Design Principles • UI Style Guide • React Components • Documents & Guidelines Download JDS style guide at purple.jet.com
  • Our Design System is an extension of our Playful ±lbrand and personality within the product, Is the Jet way. Introducing Nike JDS Goals and it help us to create a comfortable, Contrast, Colorful, Bold. -easy to understand and inspiring Unite teams around a comr environment for our urban millennial Elevated 5, Create a scalable, reusable customer. Urban Create a design environme Curated Assortment -and feel comfortable with. High-Quality images Stow-tellina a ue■ Elevate the Jet experience human look & feel. Unit Hero Layout 1 5 rem Our main color is Jet Purple. but we have □ a wide palette to facilitate accessibility, visual hierarchy and messaging.
  • Navigational Carousel Spacing: All spacing for components and typography is done in increments of 8 pixels. This 8px value forms the basic unit of measurement for spacing.
  • Density: For Browsing pages we use mostly a low density layout with wider margins and paddings (96px, 56px, 48px, 40px, 32px). For high functional and transactional pages we use mostly a high density layout with tighter margins and paddings (24px, 16px, 8px).
  • Flex-Box: Is a set of properties that determine the way the components behave. Most of our items have a fixed margin between them and a variable width, occupying 100% of the container.
Video Guidelines
  • • Storytelling: Strive for emotional storytelling to generate empathy with our viewers. Acknowledge how they can relate to what we want to show/talk about, and harness their emotions. Elaborate the narrative considering the type of audience to which its targeted and the channels through which it will be shared. Communicate the main subject of the story during the first 3 seconds-story can further develop through non-linear narrative and ellipses.
  • • Camera style: Use a mix of First Person POV and Straight-on shots. For the former, aim for a clean hand held camera, preferably using a steadycam; for the latter it’s preferable to use a tripod. Build up the narrative with a mixture of long shots (context and location) and key action close ups.
  • • Lighting and color grading: Look and feel should mimic the creative direction in the photography style, using soft lighting, soft shadows and neutral colors. Match the color temperature of the shooting environment with the color temperature of the lights and white balance in the camera
  • • Frame composition: Balance the frame composition considering the final output format (vertical, horizontal or square) and the key elements in the storytelling
  • • Editing: Know when to trim and cut out of a shot before it lingers on for too long, and when to give viewers a breather to absorb a moment. Create an engaging dynamic and avoid moving at a monotonous speed
Email Guidelines
  • EMAIL • Layout: mobile-first • Rules: • Voice Editorial subject lines and headlines. Straight and descriptive sub copy. Direct response for deals. Emoji friendly. • Visual Mix of Lifestyle/Enhanced imagery and straight-forward SKU imagery (GIFs welcome)
Display Ad Guidelines
  • DISPLAY ADS with Lifestyle or Enhanced photography Grocery & Household Examples • Required elements: product-forward image + straight-forward headline + logo+ CTA • Rules: Voice Direct response Visual Full-bleed product-forward imagery Smaller units may use light gradation treatment for copy legibility
  • DISPLAY ADS with Lifestyle or Enhanced photography Home & Entertainment Examples • Required elements: product-forward image + straight-forward headline + logo+ CTA • Rules: Voice Direct response Visual Full-bleed product-forward Smaller units may use light gradation treatment for copy legibility
  • DISPLAY ADS with Lifestyle or Enhanced photography Fashion & Beauty Examples • Required elements: product-forward image+ straight-forward headline+ logo+ CTA • Rules: Voice Direct response Visual Full-bleed product-forward Smaller units may use light gradation treatment for copy legibility
  • DISPLAY ADS with product feed • Required elements: product image+ straight-forward headline+ logo+ CTA • Rules: Voice Direct response Background of ad unit white Outline around ad unit thin gray #D7D7D7 SKUs products gridded within space to show at least three variations against gray #D7D7D7 background color
Marketing Applications
  • DIRECT MAIL -TRIFOLD Required elements: product-forward image+ story+ logo • Rules: Voice Direct response Front Full bleed product-forward Enhanced imagery Interior Featured story Back Value props, deals/promos, categories/product tiles Overall Font styles may vary, depending on hierarchy, imagery, and story
  • DIRECT MAIL -POSTCARD Grocery & Household Examples • Required elements: product-forward image+ story+ logo • Rules: Voice Direct response Front Full bleed product-forward Enhanced imagery Back Value props, deals/promos, categories/product tiles Overall Font styles may vary, depending on hierarchy, imagery, and story
  • DIRECT MAIL -POSTCARD Home & Entertainment Examples • Required elements: product-forward image + story+ logo • Rules: Voice Direct response Front Full bleed product-forward Enhanced imagery Back Value props, deals/promos, categories/product tiles Overall Font styles may vary, depending on hierarchy, imagery, and story
  • DIRECT MAIL -INSERT • Layout: type-based treatment • Rules: Limit to three colors. one of the three colors must be Jet purple #360060 Limit to three font styles. one of the three styles must be regular (non-italicized. non-bolded)
  • DISPLAY ADS with Lifestyle or Enhanced photography Grocery & Household Examples • Required elements: product-forward image + straight-forward headline + logo+ CTA • Rules: Voice Direct response Visual Full-bleed product-forward imagery Smaller units may use light gradation treatment for copy legibility
  • DISPLAY ADS with Lifestyle or Enhanced photography Home & Entertainment Examples • Required elements: product-forward image + straight-forward headline + logo+ CTA • Rules: Voice Direct response Visual Full-bleed product-forward Smaller units may use light gradation treatment for copy legibility
  • DISPLAY ADS with Lifestyle or Enhanced photography Fashion & Beauty Examples • Required elements: product-forward image+ straight-forward headline+ logo+ CTA • Rules: Voice Direct response Visual Full-bleed product-forward Smaller units may use light gradation treatment for copy legibility
  • DISPLAY ADS with product feed • Required elements: product image+ straight-forward headline+ logo+ CTA • Rules: Voice Direct response Background of ad unit white Outline around ad unit thin gray #D7D7D7 SKUs products gridded within space to show at least three variations against gray #D7D7D7 background color
  • EMAIL • Layout: mobile-first • Rules: Voice Editorial subject lines and headlines. Straight and descriptive sub copy. Direct response for deals. Emoji friendly. Visual Mix of Lifestyle/Enhanced imagery and straight-forward SKU imagery (GIFs welcome)
🐛 Report