Official Websites
Brand Guidelines
2020
Brand Summary
Mission
- Later strives to empower users to build better products, communities, or bottom lines by acknowledging and encouraging their ambition, providing actionable tasks, and coaching in visual content marketing [^1].
Core Values
- entrepreneurial
- resourceful
- empowered
- compassionate
Target Audience
- Ambitious individuals and organizations ranging from bloggers to large brands who seek to improve their product, community, or business outcomes [^2].
Personality Traits
- entrepreneurial
- resourceful
- empowered
- compassionate
Visual Identity Overview
- The brand features a modern, digital, pixel-art influenced visual style with bold, sans-serif typography, a vibrant color palette, and playful, geometric logo and icon designs. The visual identity emphasizes clarity, minimalism, and technology, with colorful pixel elements used across backgrounds and logos [^3].
Categories
Brand Voice
- Whether it’s a blogger with less than 10 entries, or Nike itself: it takes courage to put yourself and your brand out there for the world. Later’s voice strives to acknowledge and encourage their user’s ambition to build a better product, community, or bottom line.
- Anyone can be smart, but it takes work and humility to be resourceful. Later knows that, and that’s why they always go the extra mile for their users. Whether that means sending over inspirational accounts or digging up an inspiring article from 2012, Later listens to what their users want and makes it happen.
- When Later talks to its users, it gives them useful examples and actionable tasks that communicate value and purpose. Later wants its users to build a deep understanding of visual content marketing, and does so by coaching and collaboration rather than rote instruction.
- Later is full of smarty-pants, not smart-asses. As much as Later loves a joke, they never make them at the expense of another. Later is respectful of their users questions, and strives to understand all points of view.
Brand Imagery
- Emotive Subject Style Trustworthy Approachable Authentic Lively Lifestyle Not Camera Aware Bright & Bold Color Contrast faces not important. human presence is. True to Color
Color Palette
- There are 6 main brand colors; each main color also is complimented by a secondary color of a lighter shade.
- Main brand colors are used only as a background or accent, never as the color of text.
- Use secondary colors only when the main color is present and needs a lighter colour for contrast.
- Color Brand Blue HEX: #25C6FE RGB: R 37 / G 198 / B 254 CMYK: C 65 / M 0 / Y 0 / K 0
- Color Brand Yellow HEX: #FFB404 RGB: R 255 / G 180 / B 4 CMYK: C 0 / M 34 / Y 93 / K 0
- Color Brand Green HEX: #00EDA4 RGB: R 0 / G 237 / B 164 CMYK: C 62 / M 0 / Y 54 / K 0
- HEX: #91E2FE RGB: R 145 / G 226 / B 254 CMYK: C 43 / M 0 / Y 3 / K 0
- HEX: #FFD981 RGB: R 255 / G 217 / B 129 CMYK: C 0 / M 16 / Y 58 / K 0
- HEX: #7FF5D1 RGB: R 127 / G 245 / B 209 CMYK: C 47 / M 0 / Y 32 / K 0
- Color Brand Salmon HEX: #F98C65 RGB: R 249 / G 140 / B 101 CMYK: C 0 / M 56 / Y 59 / K 0
- Color Brand Lime HEX: #BDDF60 RGB: R 189 / G 223 / B 96 CMYK: C 34 / M 0 / Y 73 / K 0
- Color Brand Purple HEX: #5D5CB0 RGB: R 93 / G 92/ B 176 CMYK: C 74 / M 67 / Y 0 / K 0
- HEX: #FBC5B1 RGB: R 251 / G 197 / B 177 CMYK: C 0 / M 30 / Y 29 / K 0
- HEX: #70C889 RGB: R 112 / G 200 / B 137 CMYK: C 58 / M 0 / Y 58 / K 0
- HEX: #93A2FF RGB: R 147 / G 162 / B 255 CMYK: C 49 / M 36 / Y 0 / K 0
Typography
Logo Usage
- A minimum area of space must always surround the mark/ logotype lockups. This area of isolation allows the identity to stand out by ensuring that other visual elements are kept clear from the mark.
- 2x 1x
- 0.5x
Tone And Messaging
- Whether it’s a blogger with less than 10 entries, or Nike itself: it takes courage to put yourself and your brand out there for the world. Later’s voice strives to acknowledge and encourage their user’s ambition to build a better product, community, or bottom line.
- Anyone can be smart, but it takes work and humility to be resourceful. Later knows that, and that’s why they always go the extra mile for their users. Whether that means sending over inspirational accounts or digging up an inspiring article from 2012, Later listens to what their users want and makes it happen.
- When Later talks to its users, it gives them useful examples and actionable tasks that communicate value and purpose. Later wants its users to build a deep understanding of visual content marketing, and does so by coaching and collaboration rather than rote instruction.
- Later is full of smarty-pants, not smart-asses. As much as Later loves a joke, they never make them at the expense of another. Later is respectful of their users questions, and strives to understand all points of view.
Brand Values
- Whether it’s a blogger with less than 10 entries, or Nike itself: it takes courage to put yourself and your brand out there for the world. Later’s voice strives to acknowledge and encourage their user’s ambition to build a better product, community, or bottom line.
- Anyone can be smart, but it takes work and humility to be resourceful. Later knows that, and that’s why they always go the extra mile for their users. Whether that means sending over inspirational accounts or digging up an inspiring article from 2012, Later listens to what their users want and makes it happen.
- When Later talks to its users, it gives them useful examples and actionable tasks that communicate value and purpose. Later wants its users to build a deep understanding of visual content marketing, and does so by coaching and collaboration rather than rote instruction.
- Later is full of smarty-pants, not smart-asses. As much as Later loves a joke, they never make them at the expense of another. Later is respectful of their users questions, and strives to understand all points of view.
Visual Style
- There are 6 main brand colors; each main color also is complimented by a secondary color of a lighter shade.
- Main brand colors are used only as a background or accent, never as the color of text.
- Use secondary colors only when the main color is present and needs a lighter colour for contrast.
- A minimum area of space must always surround the mark/ logotype lockups. This area of isolation allows the identity to stand out by ensuring that other visual elements are kept clear from the mark.
- 2x 1x
- 0.5x
Photography Style
- Emotive | Subject | Style Trustworthy Approachable Authentic Lively | Lifestyle Not Camera Aware | Bright & Bold Color Contrast faces not important. human presence is. | True to Color