BRAND BOOK1st Edit ion | Winter 2015

table of contents

Why a Brand Book?

Who We Are

Where We Operate

What Makes us Different?

Our Mission & Philosophy

What We Look Like

Design Elements

What We Sound Like

Brand Assets

local actions,global results.

whya brand book?Hello and welcome to blu’go!

This booklet contains our guidelines and explanation for the blu’go brand. It is meant to be your go to reference for all blu’go stands for and how we represent ourselves. Our team has created this book to help answer any questions you may have about the blu’go brand. Think of this book as your blu’go style guide.

The contents are a representation of the blu’go style and personality; why we are who we are and how you can add to our growing team. This book will help answer any questions about our brand rules and how it works.

who

who are we?

adventurers &

environmentalists

Blu’go is a rent and return reusable water bottle service. Our bottles are made of BPA-free plastic that are 100% eco-friendly and recyclable. Blu’go bottles are stored in kiosks located in high traffic areas that provide healthy alternatives to reusable drinking water on the go.

The blu’go brand has been thoughtfully designed to educate and bring attention to plastic bottle pollution. Nowadays, many people want to help their environment but don’t know how. With blu’go stationed in local environments, we provide people the opportunity to make a global impact and end the improper disposal of plastic bottles.

The driving force behind the creation of blu’go is our love for the planet and ocean health. Our oceans are in danger, mainly from man-made pollution. By choosing a blu’go bottle over bottled water, we can reduce the number of plastic bottles being littered and disposed in the landfill.

where

where we operate

MKE

Blu’go started in the heart of Milwaukee, WI. The idea was sparked from an entrepreneurship class for the Design and Visual Communications Program at the University of Wisconsin-Milwaukee. The founder and CEO, Nicole Gorman, created this company based on her love for the ocean. Although she was raised in Wisconsin, Nicole was born in Florida, where her love for the ocean began.

Throughout her upbringing, Nicole has always kept ocean health near to her heart. Through innovation and drive to help make a global difference, Nicole discovered a way to start locally.

Milwaukee, Wisconsin is home to one of the largest bodies of fresh water in the world, Lake Michigan. Unfortunately, many areas of Lake Michigan are so polluted the public is advised not to swim in it. Littering and improper disposal of plastic contributes to this pollution. Milwaukee is an urban environment that embraces new ideas and is always looking for ways to become a greener more eco-friendly place.

Even without living next to the ocean, blu’go gives people the opportunity to help locally and ultimately make a change globally.

what

what makes us different?

1

2

3

Location Convenience

Proprietary Kiosk

App & Rewards

4

6

Organization & Business Partners

Usability & Accessibility

5 Bottle Licensing

our

our mission & philosophy

Blu’go’s mission is to provide an alternative convenient option for eco-friendly water bottles on the go with a customized design meant to educate and

bring attention to plastic bottle pollution.

Our vision is to eliminate the need for bottled water. They are bad for our environmental and personal health. Blu’go’s ultimategoal is to help end the littering and incorrect disposal of plastic bottles.

Philosophy:Happy planet, happy people!

Provide a sustainable practice for all.

what we

what we look like

The identity mark for our logo stands as an apostrophe and represents a wave. This mark also creates a ripple effect which is a metaphor for what we stand for as a company. Local actions, global results. The more people use blu’go bottles, the bigger change we can make.

Bauhaus Std Light is the typeface for our logo. This font gives a sense of “on the go” with its subtle cropping’s. It is also a sans-serif font, which enhances the elements of cleanliness, stability, and modernity.

Logo do’s

Do not place our logo on a similar colored background.

Do not flip or distort.

Do not change the typeface.

Do not use colors other than our color palette.

Readability is essential, always double check.

High contrast is key! No muddy mixtures.

Logo don’ts

Email Signature

Nicole GormanFounder & CEO

ngorman@blu-go.com608 698 9306

Emails sent by blu’go employees must be placed at the bottom of every email. The signature must reflect what is shown above, including the blu’go logo, employee name, position title, email, and phone number. The typeface used should be Avenir Regular. If it is not available a sans-serif font will work.

Stationary

Nicole GormanFounder & CEO

www.blu-go.comngorman@blu-go.com608 698 9306

LOCAL ACTIONS, GLOBAL RESULTS.

gradient & colors

Our color palette includes different variations of blue to represent the sea and water. These colors give off radiant energy and evoke the elements of cleanliness and stability. Our colors symbolize trust, loyalty, and truth. They are also beneficial to the mind and body, all of which are crucial aspects of our company and the blu’go brand.

Hexadecimal: #009CD0

C: 77%M: 22%Y: 5%K: 0%

R: 0G: 157B: 208

Hexadecimal: #2F73BA

C: 82%M: 52%Y: 0%K: 0%

R: 48G: 115B: 186

Hexadecimal: #5B6BB2

C: 71%M: 61%Y: 0%K: 0%

R: 92G: 107B: 178

Hexadecimal: #3458A8

C: 88%M: 73%Y: 0%K: 0%

R: 52G: 89B: 168

fonts

Bauhaus Std Light is the typeface used for our logo. This modern font was chosen to represent our company because of its light-weight and clean edges. It gives a sense of “on the go” with the sweet subtle croppings in the b and g.

Bauhaus Std is usually only used for our logo. Any other type representing our brand uses the font family, Avenir or ITC Avant Garde Gothic Std Book. At blu’go, we are big advocates for sans-serif fonts. We never use serifs. The Avenir family pairs perfectly with Bauhaus Std and further enhances the blu’go founding principles of cleanliness, stability, and modernity.

Bauhaus Std LightBauhaus Std Medium

Avenir BookAvenir MediumAvenir HeavyAvenir Heavy Oblique

ITC Avant Garde Gothic Std Book

our

our design elements

Photography do’s

The crisper and clearer the better!

Always say yes to color!

Keep our color palette in mind!

Photography don’ts

No blurry or distorted photos.

No extreme opacities.

No black and white photos.

No awkward cropping or visual tensions.

what we

what we sound like

BRAND TONEThe blu’go team speaks with a unified voice. When we talk or write about blu’go, it is essential that we maintain a consistent, stable, and dependable voice.

Please follow our brand tone and personality guidelines when speaking or writing about blu’go.

& PERSONALITYWe are passionate and energetic but not animated or forceful.We are calm, cool, and collected but not lazy.We are confident but not conceited.

We are positive and optimistic. We love people and believe in the power of collaboration. We believe in making a difference.

We use WE.

brand

brand assets

To see the process of the blu’go brand creation and our image library:gormannicole.tumblr.com

To download our app:apple.com/itunes/charts/free-apps/

Visit our website!pantherfile.uwm.edu/nlgorman/www/project-2-final/

That’s it!You’re now a blu’go expert!

We hope this guide has been helpful in answering any questions you may have had about our brand.

Thank you for helping us make a difference, one bottle at a time.

des igned by Nicole Gorman

citat ions:

“Google Maps.” Milwaukee Google Maps. N.p., n.d. Web. 02 Nov. 2015.

“Iphone 6 Mockup Free Psd.” Google Images. N.p., n.d. Web. 12 Nov. 2015.

BLU’GO BRAND BOOK