Official Websites
Brand Guidelines
2019
Brand Summary
Mission
- Mobilads is the market leader in smart rideshare Out-of-Home and experiential advertising, connecting brands with innovative ad space to create meaningful experiences for consumers [^1].
Core Values
- innovation
- data-driven
- connection
- benefit for all partners
Target Audience
- Brands seeking to reach targeted audiences through rideshare advertising, as well as drivers and passengers participating in campaigns [^2].
Personality Traits
- professional
- modern
- minimalistic
- dynamic
Visual Identity Overview
- The visual identity is sleek and minimalistic, with a predominantly black background, bold red and white accents, and rightward-pointing chevrons symbolizing movement and direction. The logo and brand elements are designed for high contrast and readability, maintaining consistency across applications [^3].
Categories
Color Palette
- Colors are an important means of identification in a brand. Our Primary palette is composed of 3 core colors that should be use across all communication. It’s divided on RGB and CMYK specs to ensure that our colors are correct in all applications. Consistency in the usage of the brand colors and frequency of usage will generate higher brand recall.
- Primary Color Palette
- #EF3148
- CMYK 0 79 [ 70 [ 06
- RGB 66.39 I 73.67 I 20
- #333333 CMYK RGB 69 I 63 I 62 I 58 51 51 [ 51
- #999999
- CMYK RGB 43 I 35 I 35 I 07 753 I 753 I 753
- Shades of #EF3148 #F03047 #D72C40 #BF2739 #A72232 #8F1D2B #771824 #5F131C #470E15 #2F090E #170407 #000000
- Tints of #EF3148 #F03047 #F0455A #F25A6C #F36E7E #F58391 #F798A3■l■#F8ACB5 #FDEAEC #FFFFFF
Typography
- Our main typeface is Montserrat, it should be use in all communications to ensure clarity, readability and to maintain brand consistency. It has 5 different styles that range from thin to black.
- Black Bold Regular Light Thin
- ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
Logo Usage
- Here is our primary logotype, it should be used for all our comunication throught out all platforms and ir should never be modified or alter in any way.
- In cases where our primary logo can’t be used it can be replaced only by one of the approvedd variations (see page 6 for more details).
- Our Primary Logo is composed by two elements: the Symbol and the Wordmark, when are used together the relationship between the symbol and the wordmark should never be modified. In cases where our primary logo can’t be applyied, both elements can be used separately but you should always follow the brand guidelines set in the brand book in order to maintain consistency in the branding.
- Each of these applications has been created to work in a wide range of media, from printed to digital. It must be considered which is the best depending on the support and size where it will be applied taking into consideration how the brand work best. Any other variation not approved in this brand guidelines should not be used.
- Clear space is an area surrounding the logo that should always be free of text or graphics. This clear space applies to all executions including print, web, broadcast media, and promotional items. As shown the minimum clear space for the logo is based on X, the size of X comes from the width of the base of any of the arrowheads that com posed our symbol. 4X on each side is the minimun clear space, more clear space is always preferred. Please note that photography or illustration can be used as a background, but single images or illustrations must not distract or take away from the clear space rules.
- The monochrome or black and white versions of the logo is used in cases where the full-colored or the color variations can not be used.
- In cases where there is a full colored background or in cases where we need to play with different contrast we can use this variations of color combinations. Here are some examples of how it may be used.
- To preserve the integrity of our identity, we must ensure that the logo is always recognizable and readable, and that the identity stands out from all other design elements.
- The minimum allowable reproduction sizes are listed here. Reproductions below these sizes are not recommended as it will compromise the legibility of the logo.
- For print: 1 cm For digital: 25 px
- This examples illustrate unacceptable uses of our logo. Please do not in any way, re-draw, compromise or manipulate the logo.
- DO NOT use outlines
- DO NOT use effects or gradients
- DO NOT change the colors
- DO NOT rotate the logo
- DO NOT distort
- DO NOT change the order of elements
Visual Style
- The image should feature a dark, sleek background predominantly black with subtle, gradient black-gray diagonal stripes creating a modern and dynamic visual effect. In the top left corner, there should be the ‘mobislads’ logo with ‘mobi’ in white and ’lads’ in red, accompanied by a small red triple arrow icon pointing rightward. The central area of the image must prominently display the title ‘Brand Guidelines’ in large, clean, white font, ensuring high contrast and readability. Below the title, in smaller white text, should be the version and date information: ‘Version 1.0 | June 2019,’ aligned to the left or centered to maintain visual balance. Overall, the design should exude professionalism with minimalistic elegance, appropriate for corporate branding or presentation purposes.
- The image should have a black background with a minimalistic and modern design. In the upper left corner, there should be a small, stylized white logo or icon consisting of a double arrow or chevron pointing to the right. Slightly below and to the right of the logo, the text ‘Brand Elements’ should be displayed in small, red font. Beneath that, the phrase ‘Brand Identity’ should be prominently featured in large, white font. On the lower left side of the image, the number ‘1.0’ should be present in small, white font. The overall layout should include a series of bold, dark grey or black arrows or chevrons pointing to the right, occupying the right side of the image, creating a sense of movement and direction while maintaining a sleek and professional aesthetic.
- Our Primary Logo is composed by two elements: the Symbol and the Wordmark, when are used together the relationship between the symbol and the wordmark should never be modified. In cases where our primary logo can’t be applyied, both elements can be used separately but you should always follow the brand guidelines set in the brand book in order to maintain consistency in the branding.
- Each of these applications has been created to work in a wide range of media, from printed to digital. It must be considered which is the best depending on the support and size where it will be applied taking into consideration how the brand work best. Any other variation not approved in this brand guidelines should not be used.